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UWA’s Achieve Campaign 2011

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

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UWA’s Achieve Campaign 2011

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  1. UWA’s Achieve Campaign 2011

  2. 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

  3. 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 Background

  4. 2011 Key Objectives • 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)

  5. Target Audiences • 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

  6. Some of UWA’s Ambassadors…

  7. 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) Campaign Framework

  8. 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 Television & Cinema

  9. Press Local, state-wide, national & international

  10. 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 2011 Does not include Open Day, Postgrad Expo, Future Students campaigns

  11. Outdoor – Perth Total Reach: 742,000 Average Frequency: 5.5 times per person

  12. Branding and event-focused ads: 16-24 year olds 92.9 Nova 93.7 Parents & Influencers 94.5 Radio

  13. Online: New Courses & Branding

  14. 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 Online: New Courses & Branding

  15. 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

  16. 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 The Results

  17. 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 2012

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