MEMORANDUM

To:
HBKU Student Center Marketing
From:
Abedellatif El-Yaacoub AEY
Hassan Moussa HM
Subject:
Promoting the HBKU Student Center Website
Date:
June 19, 2015

In this project, we were able to investigate how efficiently the EC community uses the facility
around them provided by Qatar Foundation. This was done by launching a survey to students at
TAMUQ that provided valuable feedback about how they make use of the facilities available at
the HBKU SC from sports courts, ballrooms, study rooms, and other venues. This memo will
highlight the main results obtained that support our argument: the HBKU SC website needs
better promotion. We remedied this issue by creating a tutorial video that offers step-by-step
instructions about every section in the website for students to follow when using the website. We
kindly ask for your support on marketing this video to the Education City community by using it
as an official instructional tool for the users of the website.

Our survey sent to the TAMUQ student body received a 10.9% rate of participation (59
responses out of 541 students). According to the chart of Figure 1 below, more than half (52.5%)
of the respondents have no knowledge about the existence of the HBKU SC website. This
unawareness about the presence of such an important tool is a drawback itself that affects the
total student experience accompanied with getting education at Qatar Foundation.

Figure 1. Percentage distribution of students knowledge

about the existence of the HBKU SC website

It is important to note that the results shown above are for a small sample of the EC community, however
a more extensive sampling over the different branch campuses around EC is expected to show similar
results.
We extended our study to identify the student classifications who mainly lack knowledge about such a

Percentage

tool. The graph of Figure 2 below summarizes the results.

100 %
68 %
46.6 %

45.4 %
25 %

Freshman

Sophomore

Junior

Senior

Graduate

Classification
Figure 2. Demography of the negative feedback received (the 52.5 % who lack knowledge about the
existence of HBKU SC website)

From the bar graph above, more than 60% of the respondents who are unaware of the presence
of HBKU website are freshman and graduates. This is directly linked to the background of those
classifications as mostly they come from outside communities. Marketing of the video tutorial
should not only help publicize the HBKU SC website, but also remove any confusion that new
comers to EC possess causing a diminishing in the percentages shown in the graphs of Figures 1
and 2 above.
Our analysis extended to test how many of those who know about the existence of the HBKU SC
website actually created an account. The results are summarized in Figure 3 below.

Percentage of Who
Created Account

100 %
77.7 %
60 %
50 %
33.3 %

Freshman

Sophomore

Junior

Senior

Graduate

Classification
Figure 3. Demography of the negative feedback received (the 47.5 % who have knowledge about the
existence of HBKU SC website)

The graph above shows that many of those who know about the existence of the website did not
create an account that promotes them to book the different facilities available. We believe that
marketing of our tutorial video that shows exactly what every tab refers to and detailed
instructions on how to make reservations and bookings will increase the percentage of those who
will make proper use of the facility thus promoting a better academic and extracurricular
experience in Education City.

Figure 4. Percentage distribution of students who are

interested in a tutorial video for the HBKU SC website

With reference to the chart of Figure 4 above, we could identify that more than 60% of the
respondents are interested in a tutorial video that shows them how to use the website. Your
support to promote and publish our video will definitely leave a positive mark. As students we
are not just investing our money in the education process obtained from classrooms, but rather in
a learning experience through blending in this community and using the facilities it provides
from educational to social and recreational.
The link to the preliminary video is:
Your approval of publishing will be matched with sincere improvements to the video in terms of
quality and clarity.