College of Arts and Social Sciences

2011 Postgraduate Coursework Campaign

Presented by Kathleen Rolfe

Manager, Marketing & Communications

August 2011

Purpose

Plan and develop targeted marketing activities for each postgraduate coursework program and leverage a college wide, coordinated awareness and recruitment campaign.

Prepared by CASS Marketing and Communications Office

Campaign objectives

• Raise profile of CASS postgraduate coursework offerings.

• Increase demand for postgraduate coursework programs through

niche marketing strategies.

• Drive traffic to the College postgraduate coursework dedicated web

page.

• Utilise print and online channels to reach target audiences in a cost

effective and measurable approach.

Prepared by CASS Marketing and Communications Office

Planning approach

• Consult convenors to define key selling points and niche communication channels.

• Define recruitment targets.

• Identify and leverage cross promotional opportunities in programs ie. visual arts and art history.

• Work with central marketing team to leverage brand campaign, assist in media buying and creative design.

Prepared by CASS Marketing and Communications Office

Who are we targeting?

In 2010, 60% of CASS postgraduate coursework students were aged 20-29.

•Employed professionals who have an undergraduate degree qualification.

•Looking to enhance career opportunities and are working in fields relevant to the College’s teaching disciplines.

•Have not previously studied in these discipline areas but may be looking for a career change ie. public servant with an undergraduate degree in business may be looking to enhance career prospects through studying applied linguistics or international development.

•Current undergraduate students seeking further study.

•Recent undergraduate Alumni who have not undertaken postgraduate study at ANU.

National and North East Asia markets

Prepared by CASS Marketing and Communications Office

Campaign strategies

• Leverage investment by cross promotion of relevant programs

• Drive traffic to the CASS graduate coursework page

• Use of digital channels to target, track and maximise cost efficiencies

• Target current undergraduate students (final year)

• Target recent graduates (Alumni).

• Online sign ups → continue communication

• Work with schools to develop a ‘content rich’ campaign site with news,

stories, featured programs, web videos and upcoming events.

Prepared by CASS Marketing and Communications Office

How are we going to reach them?

Prepared by CASS Marketing and Communications Office

What do we want them to do?

► Visit http://cass.anu.edu.au/future-students/graduate

► Sign up on the website to receive news and updates.

► The Student Office will also be a point of contact for phone and email enquiries. Detailed enquiries referred to Convenors / Schools.

Prepared by CASS Marketing and Communications Office

How will we evaluate?

• Traffic to the webpage and source (ie. SEM, Linkedin)

• Sign ups on the web page

• SEM: click throughs / bounce rates

• Student office enquiries

• Initial applications

• Enrolments by degree.

Prepared by CASS Marketing and Communications Office

Next steps

THIS WEEK: Convenors sent final marketing campaign schedule and advised content review dates

Marketing will draft campaign advertisements and content

NEXT WEEK: Convenors to review print advertising content

FROM MID AUGUST: Advertisements placed and campaign commences

AUGUST – NOVEMBER: Campaign monitoring

JANUARY: Evaluation / reporting

Prepared by CASS Marketing and Communications Office