UWA’s Achieve Campaign 2011

Background 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 Advertising shift to encompass ‘Achieve’ -Commitment to additional advertising for 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 ( years): % have seen the advertisements an average of 6.5 times. Community Leaders & Decision-makers: % 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

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

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

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 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