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

• Facebook

• 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