uwa’s achieve campaign 2011
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UWA’s Achieve Campaign 2011. 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 - PowerPoint PPT PresentationTRANSCRIPT
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UWA’s Achieve Campaign 2011
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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’
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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
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• 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
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• 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
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Some of UWA’s Ambassadors…
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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)
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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
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Press
Local, state-wide, national & international
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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
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Outdoor – PerthTotal Reach: 742,000
Average Frequency: 5.5 times per person
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Radio
Branding and event-focused ads:
16-24 year olds
• 92.9
• Nova 93.7
Parents & Influencers
• 94.5
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Online: New Courses & Branding
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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
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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).
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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
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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