Master of ManagementCase Study

Danielle Warby

Overview

YOUNew pre-experience degree

Developed in consultation with business

Community of European Management Schools

Only Australian University to o�er the CEMS MIM

The Challenge

YOUCluttered Marketplace

Hard to reach Gen Y cohort

‘Get what you deserve’

Objectives

YOU1. To be on page 1 of Google search results for ‘Master of Management’ by September 2008

2. To receive 5,000 visits to the website by September 2008

3. To receive 500 inquiries about the Master of Management by the time applications close on 31st October 2008

4. To receive 70 applications

5. To receive 35 enrolments, 5 for the CEMS MIM

6. To raise awareness of the program among current and prospective students

Online Comms Plan

Websites

http://mmgt.econ.usyd.edu.au

http://www.econ.usyd.edu.au

http://www.usyd.edu.au

Search Engine Optimisation (SEO)

Video

Online Comms Plan

Facebook

Social Networking

Social Ads

Comms Plan

Email Marketing

Avant Postcards

Student Launch Party – You’ve been shot!

Additional Communications• Public Relations • Print Advertising• Posters on Campus• Advertising on Campus• Powerpoint presentation to students during lectures• TV screen in the Student Information Office

YOU

Results1. http://mmgt.econ.usyd.edu.au was ranked Number 1 on Google for ‘Master of Management’

2. The Master of Management website saw 9,580 unique visitors

3. 498 email enquiries, approximately 75 telephone, 50 face to face and 4 conversations with prospective students on the Faculty Facebook Page.

4. 150 applications were received of which 150 were suitable for interview

5. 40 students enrolled in the Master of Management program beginning Semester 1 2009. Of those, 20 were enrolled in the CEMS MIM

6. Antidotal evidence reports that students felt the marketing of the program was e�ective, the creative stood out and they felt the website was ‘made for them’. The youthful focus of the campaign seemed to resonate with many of the students.

AnalysisWebsite

Referrals (1-10) / 255 Sessions Percent1 www.usyd.edu.au 6,130 22.72%2 econ.usyd.edu.au 4,682 17.35%3 (no referral) 3,756 13.92%4 auth.usyd.edu.au 3,548 13.15%5 www.facebook.com 3,143 11.65%6 www.new.facebook.com 1,842 6.83%7 www.google.com.au 702 2.60%8 myuni.usyd.edu.au 644 2.39%9 apps.facebook.com 462 1.71%10 search.usyd.edu.au 383 1.42% Total: 26,982

AnalysisVideo‘Why study the Master of Management’ - 737 (YouTube), 1,888 (website)Launch video - 401 (website)

Facebook – Social AdsClick through rates were initially high but as the campaign went on, they leveled out at between 0.02 and 0.03%, the average for Facebook

Facebook – Social NetworkingStudent Launch Event - 318 attending , 64 maybes, 103 no with 73 invitees not replying. 5 wall posts for the event

Email communication via Facebook lead to 273 visits to the website

Avant Card“This card looked great in our displays but the best thing was the excellent response that it re-ceived. Notably good response throughout the Inner West. A fast mover.”

Requested distribution quantity: 7,000. Actual distribution quantity: 13,830There were 27 visits to the website via unique URL

Student Launch Party – You’ve been shot!896 visits to the photo page on the Manager of Management website 20 tags and 1 comment on the Faculty Facebook Page

Other CommunicationsOf our other communications that were easiest to measure, we obtained the fol-lowing web visits to unique URLs:• Posters on campus: 3• Advertising on Campus: 21• Powerpoint presentation to students during lectures: 35

There were no direct visits to the website from the unique URLs used in our print advertising though this method of measurement is unreliable.

Analysis

Student Launch Party – You’ve been shot!896 visits to the photo page on the Manager of Management website 20 tags and 1 comment on the Faculty Facebook Page

Other CommunicationsOf our other communications that were easiest to measure, we obtained the following web visits to unique URLs:• Posters on campus: 3• Advertising on Campus: 21• Powerpoint presentation to students during lectures: 35

There were no direct visits to the website from the unique URLs used in our print advertising though this method of measurement is unreliable.

ResultsLocal Students (16)

How did you �nd out about the Master of Management Program?• USYD Website 81% (13)• Facebook 19% (3)• Student Launch 19% (3)• MyUni Portal 13% (2)• WOM 6% (1)• SMH 6% (1)• SIO 6% (1)• Posters on Campus 6% (1)

If you found out about MMGT via Facebook what method?• Facebook Ad 13% (2)• FB Message 6% (1)

Favourite Website?• Facebook 35% (4)• Google 6% (1)• Yahoo 6% (1)• Bbc 6% (1)• Kryon.com 6% (1)• RiaNovsti 6% (1)• Google reader 6% (1)

International Students (17)

How did you �nd out about the Master of Management Program?• USYD Website 47% (8)• Word of Mouth 24% (4)• Recommendation 18% (3)• Google Search18% (3)• Facebook 18% (3)• MyUni Portal 6% (1)• SIO 6% (1)• Posters on Campus 6% (1)

If you found out about MMGT via Facebook what method?• FB Ad 12% (2)• Both Ad and Message 6% (1)

Favourite Website?• Google 18% (3)• BBC 18% (3)• Google Maps 6% (1)• Sydneyspy.com 6% (1)• Facebook 6% (1)• Orkut 6% (1)• Cnbc.com 6% (1)• Lemonde.fr 6% (1)

Master of Management Questionnaire

RecommendationsFacebook PageStudent ambassadors take over the role of communicating with other students on Facebook

Interaction would improve if students were not communicating with University sta�

Facebook Social AdsBe more creative with Social Ads and target them more speci�cally to get the desired results

The campaign was also more expensive than was necessary

Email MarketingCustomer Relationship Management system

Launch PartyAttendance was low though at 1/3 of Facebook RSVPs, about what was expectedSeek student suggestions or involve them in the process of creating the event.

Student QuestionnaireSurvey more than just accepted students

Print AdvertisingNot worth the cost and good PR combined with online communications would be a better approach for this demographic