Communication Plan
After making pre analysis, it’s important to find out who the target audience is and how we should communicate externally. There must be made a communication plan so that we know what is relevant to the videos. To create a communication plan, there are many different models. In this project we have chosen the "Communication Planning" model (Andersen 2008, 592-615). It consists of seven steps, we have to go through to make a good communication. The model can be used in chronological order, but we will not follow it scrupulously . We only use the steps that are relevant for the project. During some of the steps, other models and analytical methods will be used. The theory about these will be reflected in their respective sections.

Objectives of communication
During this step we might find out what we want to achieve with the communication in relation to the recipients. The main purpose of communication here make potential customers aware of Limkokwing existence and that it is something other than just a university. Another important aim is obviously to get people to study at Limkokwing once they know it exists.

It is important that potential customers get the idea of what Limkokwing stands for. This is done through various communication. By using the right words and pictures, the recipient would get a feeling that Limkokwing is a place that is worth studying at. The message Limkokwing want to communicate is that it’s a place that is completely focused on learning about different cultures and gaining a larger network.

Design of the message
After finding the audience and objectives, we can now start designing the message. In this case, we will use video as a media to attract customers attention. We should be aware of three elements when designing its message; content, structure and format.

When designing content, we should think about how we address people. We may look at the three appeal forms: logos, ethos and pathos (Dronten 2005, 164-165). The three appeal forms tells us how to influence people, whether addressed to the recipient's intellect through the use of logos or feelings through ethos or pathos. By pathos, it's all about feelings, whereas through ethos it’s about trying to get the recipient to feel that the sender is reliable.

To reach Limkokwings receivers, we will use both ethos and pathos. Using pathos we will evoke a feeling in the recipients to seek more information about Limkokwing. It should be done by showing how nice a place the university is, the different nationalities and cultures and how wonderful a country Malaysia is. If we only use the pathos appeal, that would seem unreliable. Therefore we will use the appeal form of ethos as well. We will look into Limkokwing university’s many years of experience and the fact that they have developed internationally and thereby know have a lot of know-how.

Both structure and design will be visible in the final product. It is important that we are aware of the choice of pictures, lighting, dialogue, camera angles, music choice etc. and what the various elements express. This will be discussed further in the selected media.

Choice of communication channel
When making a communication plan, we must also consider which channels we want to use. We can generally choose between the non-personal and personal communication channels. The non-personal channel is the media that tells a message, but don’t have a two-way contact with the recipient and where there is no feedback. The personal channel is how people communicate with each other, ex. through phone, mail, forums, chat and social networks. Limkokwing already know a big part of their potential clients from the western world. The best way to get through to the potential customers is through both personal and non-personal communication channels. The non-personal channel would in this case be on the homepages of Limkokwing’s cooperators, such as other schools and universities around the world. This is the perfect hunting ground for finding new students from the west. Also Limkokwing would benefit from putting the video on their own homepage. Both places would often be without the opportunity to comment on the video. But in some cases, such as Limkokwing’s own homepage, the video is taken from youtube.com where a viewer can leave comments on the videos, which brings us to the personal communication channels. There is great benefits in using this channel of communication, as it gives the opportunity for people to give feedback and share the video, which could bring a viral effect. In that way it quickly gets around between people which could even bring students outside the target audience to Limkokwing. By using both communication channels the message is getting through to the specified audience and also other groups outside the target audience at almost the same cost.

The communication
When the video is published it's important not just sit back and wait for students to enroll. It’s necessary to do a follow up on the videos. Once the videos have been showcased in some time, Limkokwing should check whether we have reached the desired effect. This can be seen on the number of enrolling new students. They also have to find out who these students are in relation to the target audience, which gives them the opportunity to determine the target audience in a long-term communication plan. This process is very important. If it’s left out Limkokwing may risk that they don’t get more new students or even less than before

Visual and linguistic communication strategies
The videos must have a connection with Limkokwings identity, as it is important that the audience can recognize their identity when they see the different medias. The dialogues should be very simple, since it is the visual, which will capture the receiver. If we look at the AIDA model (AIDA) (Attention, Interest, Desire and Action), we must have the attention of the videos of images, effects and sounds. These should capture the user's curiosity. Subsequently we have to capture the users interest through the dialogues or the message. This leads to the desire of wanting to study at Limkokwing. Now in order to take action, the sender must be reliable and the video has to end up with information of the sender. It’s important that when Limkokwing wants to take action, their website is recognizable. This is to ensure that coming students don’t become confused and navigate away from the website. Therefore it’s important to express Limkokwings identity through the videos.

Media Options
The videos must appear at several colleges and universities, as this is where you can easily reach the target audience. You can also upload the video on the universities and high school’s websites, since the target audience is a big user of the internet and most universities and colleges have a website. By doing this it will also give the video a greater credibility. Facebook.com is also a very good place to have the video, since it’s the largest social network. Today, everyone uses Facebook and our audience are big fans of the network. It’s possible that the video will spread to different countries as well, since we now have networks around the world. By using youtube.com, it also gives the opportunity for comments, sharing and seeing it in related searches.