University of Tasmania Enrolment Boost

Challenge

University of Tasmania was not always first choice particularly for undergraduate students. The lure of ‘heading to the mainland’ to study is enticing, particularly with VIC and NSW universities offering generous scholarships for interstate students.

The university needed to convince it’s local market as well as sell the interstate market that the University of Tasmania is a great place to study. Therefore objectives were to:

Engage the target audience in order to build interest that UTAS is a university worthy of consideration over mainland options.
Drive top of mind brand awareness for UTAS and the individual faculties.

Strategy

We started by researching the brand, audience and current entire existing digital strategy to see how we can use the allocated budget to bolster its reach to key audiences and make University of Tasmania the preferred choice for locals with a secondary focus on nearby states. The multiple faculties and break down of budgets meant our approach needed to be flexible enough to allow for the nuances of each division.

Approach

By defining the digital footprint of the two key audiences, we were able to build a custom channel mix that reached & nurtured them. By further leveraging placements that appealed to the key demographic of both teenagers transitioning to university as well as the decision influencing parents, we were able to make best use of the allocated budgets to increase brand size perception.

Measurement was key so embedding tracking in the Apply Now buttons as well as enquiry forms was integral.

De-duplicated conversion tracking and building a custom attribution model was also important which is why we also included 3rd party ad-serving as part of the technical roll out.

The Process

Audience targeting combined with specific goals were key to measuring real time success for this campaign.

Analysis & Audience Segmentation

Working with each faculty to identify their audiences meant minimal wastage when allocating budgets across the various campaigns and media channels.

Pixel Tracking & Measurement

Being able to measure which media channel worked best, as well as syncing these results with the client’s Google Analytics accounts meant uplift could be measured in real time.

Faculty Friendly Ad Control

The various faculties required different levels of reporting and creative control so campaign architecture was designed to allow for relative control based on client requirements.

Cross Channel Digital

Our in-house team were able to run all the required channels (Search, Social, Display, Native & Video) via our local Melbourne team which meant rapid response and control to key stakeholders.