RMIT Template Advertising

How to make it really work for you.

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Agenda• What are templates• How to use them• Systems• Workshop• Discussion

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The Incredble

Jaguar V12.

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The Marketplace• Highly competitive

– Students, staff, research grants, donations – Share of mind– Not just universities, but all advertisers

• Consistent branding is crucial• Promote like a major advertiser• Get noticed or perish

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University Marketing• Custodian of the brand• Develop RMIT campaigns• Copywriting advice• Media advice• A view from the outside• Negotiate compensation• Backroom function• On your side

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Advertising Templates• Streamlined process for producing ads• Supports RMIT corporate branding• Cost effective• Easy to use• Quick• Stand out in the media• Three Stakeholders:

– Portfolios– University Marketing– Mitchells

• Spinach are not involved

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Mitchells Media Agency• Big - $900 million billings• Great depth of media expertise

– A valuable resource • RMIT is part of the Govt media contract

(MAMS)• Two divisions:

– Campaign Division:• Large and complex campaigns• Co-ordinated through University Marketing• Needs time for planning

– Non Campaign Division:• Single ads• Usually one appearance• Very cost effective

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Non Campaign Division• An advertising production line

– Book ads– Produce ads

• High volume• Quick turn around • RMIT provide all copy / layout• Mitchells assemble the components• RMIT must follow their regulated process

– If not it becomes a Campaign ad

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Do’s and Don’ts • The Non Campaign Division do:

– Provide media advice– Book media space– Produces ads to fill the space to a pre-

determined template

• They do not– Design ads– Write ads– Produce ads booked by the Campaign Division

or anyone else

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Template Vs. CampaignTemplate Ad Campaign Ad

Simple message Sophisticated message

Small space <A5 Bigger campaign budgets

Single or multiple insertions Multiple media

One size, one ad Multiple sizes /different shaped ads

Low cost production More costly and complex production

Quick, simple planning and booking Time to plan media and develop creative

Usually one insertion In the market longer

Booked by Non Campaign Division Planned and booked by Campaign Division

Produced by Non Campaign Division Not produced by Mitchells

No creative input from any agency Creative input from the RMIT agency

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Usage• Simple communication:

– use a template

• More complex communication: – consider a campaign

• Don’t use a template to save money on a campaign

• Template advertising is print only– Use of other media means you need a campaign

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Using the Templates• Be specific when you write or brief

– Audience– Focus of message– Target audience view point– Use past info to assist

• Follow guidelines– Word count– Layout

• Different sizes count as a new ad

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• Plan ahead– The more time you allow means the more time you

have for approvals– Time to make revisions– Capacity to handle urgent jobs

• Open mind– Ask ‘will my copy motivate the target?’

• Seek an independent view

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Copy changes• Make all your changes before you move into

production– Copy changes are quick– Production changes take up to 8 hours

• Mitchells allow only ONE COPY CHANGE– After that your production cost doubles

• A more efficient system– Saves time / frustration

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Ad Requests• Ad Request form

– The start point

• Benefits– Easy to use– All info in one place– Focuses your communication need– Improves speed and quality of service

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Timing• Ten day timeframe agreed• New streamlined processes with Mitchells

– More productive time use– Quicker turnaround– Less opportunity for error

• New timing provides maximum Portfolio time for revisions and approvals

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The StepsStep Action Day Est. Work time

STEP 1:

Request for Costs by Portfolio 1 Same day

STEP 2:

Cost Approval by portfolio 2-3 One day

STEP 3:

Book media 2-3 One day

STEP 4:

Copy development 2-6 Four days

STEP 5:

Final copy approval 6 Inc. above

STEP 6:

Proof production 7 One day

STEP 7:

Approval 8 One day

STEP 8:

Revisions 9 One day

STEP 9:

Additional revisions 9 One day

STEP 7R:

Revised proof 2+ 9 - 10 One day

STEP 10:

Material Despatch 10 4 hours

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Revisions• Only one set of corrections before additional

costs are incurred– Additional revisions treated as a new job

• Quicker, easier to make revisions at copy stage• Avoid proof revisions:

– Maximise accuracy early on– Correct at copy stage– Involve University Marketing

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Summary of the Process• Fill in the Ad request as fully as possible• Prepare your copy• Secure approval before production starts• Allow a minimum 24 hours for production• Allow 8 hours for proof revisions• Nominate your School approval deadline• The material deadline is IMMOVABLE

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Writing Good ads• Think about it first• Assume nobody wants to read your ad• WIIFM• One ad, one promise• KISS• Avoid jargon• Avoid passive language• Write in the second person

– ‘You’ / ‘yours’ not ‘we’ / ‘ours’• Avoid ‘undergraduate’• Promote the course

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Let’s make it work together.

Thanks for your time.