UWA’s Achieve Campaign 2011
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Transcript of UWA’s Achieve Campaign 2011
UWA’s Achieve Campaign 2011
Background
2009
- Commitment to New Courses
- UWA Brand Health Survey
- Marketing proposals sought (3 agencies)
- BCY confirmed by VC and Executive as preferred agency
- BCY propose change from ‘Achieving’ to ‘Achieve’
Background
2010
- Advertising shift to encompass ‘Achieve’
- Commitment to additional advertising for 2011
- Establishment of Advertising Steering Committee (chaired by Bill Louden)
- ‘Achieve’ strategy applied to broader campaign, including New Courses 2012
• To strengthen the University's overall brand position and support our strategic priority to ‘achieve international excellence’ - top 50 universities by 2050
• To enhance the University's reputation as a high quality comprehensive research-intensive institution
• To communicate and promote key initiatives on campus (e.g. NC2012; Open Day; opportunities for students – PG and UG; promotion of the student experience)
2011 Key Objectives
• Local, national and international communities
• Prospective students and their support networks
• Staff at UWA and other institutions
• University alumni, donors & future donors
• Business, industry and the professions
• Research partners and affiliate groups
• Government agencies
• Current students
Target Audiences
Some of UWA’s Ambassadors…
Campaign Framework
Initial advertisements (March - April 2011):
• Consolidated UWA’s position as the State’s top university
Further advertisements promoted:
• New Courses 2012
• Open Day
• TISC applications
• Postgraduate Studies & Expo
• Corporate branding (ongoing support)
Television & Cinema
Western Australia
• Channels 7, 9, 10, GO!, 7Mate, Eleven,GEM
• Metro and regional cinemas
National
• SBS and Foxtel
TVC1: Achieve International Excellence
TVC2: New Courses Student Views
Press
Local, state-wide, national & international
Press
Results* March to August 2011
Parents & Influencers (35 - 64 years):
- 89.6% have seen the advertisements an average of 6.5 times.
Community Leaders & Decision-makers:
- 89.9% have seen the advertisements an average of 6.5 times.
*WA Only Estimates: Roy Morgan 2011Does not include Open Day, Postgrad Expo, Future Students campaigns
Outdoor – PerthTotal Reach: 742,000
Average Frequency: 5.5 times per person
Radio
Branding and event-focused ads:
16-24 year olds
• 92.9
• Nova 93.7
Parents & Influencers
• 94.5
Online: New Courses & Branding
Online: New Courses & Branding
• YouTube
• Synchronised leaderboard and MRECs on various sites
• Google Search
• UWA website
*Results
• Over 15 million impressions delivered
• 651,378 viewers have watched the entire TVC online
• % click-through rate: 0.08% average (industry standard is 0.02%)
*Does not include Open Day, Postgrad Expo, Future Students campaigns
The Results
• Qualitative feedback has been overwhelmingly positive; from the community, from alumni, from staff, and from students.
• Positive feedback provided by the Prospective Students Office, which engages with many thousands of students and parents each month.
• Quantitative review of the penetration of advertising into our three target markets has also been positive (around 75 - 80 per cent in most advertising market segments).
The Results
• Record Open Day
- 40 per cent increase (10,500) in information session attendees
- Overall crowd biggest ever - more than 30,000 on campus
• "Just Google UWA” – overall increase of 25 per cent in new visitors to studyat.uwa.edu.au compared to last year
• 2011 Postgrad & Honours Expo: 50 per cent increase (more than 1,200 attendees)
• TISC first preferences – UWA’s proportion of WA school leavers increased by 2.2 per cent
2012
• VC and Executive have confirmed the extension of campaign into 2012
• Consistent messaging using some existing commercials with an opportunity to add as required
• Brand Health Survey (follow up to 2009)
• Campaign shift in November 2012 to encompass Centenary celebrations (beginning 2013)
• Campaign review late in 2012