Campaigns & Advertising
Marketing and Communications manages university-wide campaigns including brand and student recruitment campaigns for undergraduate, postgraduate and higher degrees by research.
Our team can also assist you in planning your own campaigns to ensure they are integrated with the university-wide activity.
Whether you want to place a one-off ad, or embark on a comprehensive campaign, our team can help you decide on the most effective channel and strategy and direct you how to book the media through our agency contacts. We’ll also assist with templates, design, message review and scheduling.
Tips for planning your advertising
The major advertising channels used by the University are
- Print media
- Digital media
- Social media
The first step in undertaking advertising is to consider how it will contribute to your objectives. This requires a clear understanding of your:
- Business objectives: What do you hope to achieve through advertising?
- Target market(s): Who are they and what media do they consume?
- Preferred advertising channels: Which options are the most appropriate for reaching your target market? If you are not sure you might consider asking your media buyer for advice when you come to the media briefing stage.
- Budget: What budget can you make available to invest in achieving this business objective?
- Advertising message:- What do you want to communicate?
- Desired action/response:- What do you want your target market to do as a result of having received your message?
- Results > How will you measure whether your business objective has been achieved? How will you measure the return on your investment?
Once this is mapped out, you are ready to begin your media planning.
- Media briefing scheduling and booking
- Artwork development
- Review approve and dispatch artwork (Don’t forget to allow at least 24 hours for dispatch),
- Monitoring and reporting
For more detail and guidance on these steps, please contact us.
Electronic direct mail (eDM)
An eDM allows you to tailor content to a specific audience at a relatively low cost. With appropriate
management, it is easy to track email responses, check bounced messages and measure click-through responses to your website. An eDM is also quicker to produce than printed forms of communication.
The University currently supports Campaign Monitor as its preferred eDM platform.
As an important and heavily used communication channel, it's important all eDMs reflect the University brand standards, so we've created a branded template which can be seen on the brand standards website.
- Only send emails to people who have requested them
It is vital to gain the permission of your subscribers before you email them. This can be done either through a specific sign-up form on your website.
- ACMA Fact Sheet: Understanding Consent
- Include unsubscribe facility
Under the Spam Act, every email must contain a working ‘unsubscribe’ facility so that the recipient can opt-out of receiving future messages. Most email marketing software (including Campaign Monitor) prompts you to include an ‘unsubscribe’ link.
- Keep your content relevant
The most common reason why people don’t read emails is because they don’t think the content is relevant. Failing to meet their expectations will often lead to unread emails or unsubscribes.
- Include a clear call-to-action
Include a clear call-to-action and make sure it stands out. Be clear and specific about the action you wish them to take (e.g. Visit your website, Download the program now, Click here to watch the video, etc.) and include links
- Email length matters
Putting too much content into your emails will negatively impact open rates and click through rates. Particularly for e-newsletters, it is preferable to keep email copy brief but compelling and entice recipients to click through to the main article on your website or blog. As a guide, keep the majority of the content within the ‘one page’ view that fits on the screen when opened.
- Make it personal
Personalising emails using the information you’ve collected such as name, date of birth, preferences get more attention and lead to better opens and click throughs.
- Use real email addresses
When setting the ‘From’ or ‘Reply-to’ email address, always use a real email address that is regularly monitored.
- Test your email
Before sending, send a test to yourself and other team members for proofing. Always check your hyperlinks to ensure they are linked correctly.
- Schedule and think of your audience
Use the schedule function available in Campaign Monitor. Research your audience and their technology consumption habits. The best time to send a campaign is either early in the morning (between 6:30- 8:30AM, and last thing at night 8:30-10PM).
- Test and optimise your emails
If you are using Campaign Monitor, regularly review the analytics from each mailing to track how well it performed and identify areas for improvement. For example, if the open rate is lower than what you expect, then experiment with a different subject line to see if that improves. Low click throughs? Why not add a button graphic. Emails sent via Outlook are limited in what you can track but at a minimum you should track your links using a URL shortening service
- Only send emails to people who have requested them
Are you from a school, faculty of research area?
Whether you’re a staff member or student, your first point of contact should be your faculty marketing team.