Business Objectives

Objective 1: Increase Website Traffic on Western Sydney’s School of Humanities & Communication Arts Website.

We’d like to see a 10% increase in website traffic to the School of Humanities and Communication Arts (HCA) website by November 2017. WSU must ensure they are engaged in the digital market ensuring a sustained footprint to effectively reach our intended target audience. Ideally, this will be achieved through Search Engine Marketing (SEM) and optimization through Google Analytics and Google AdWords tools. These tools appropriately align with the brief as the budget is $10,000 and fees are based on actual interactions and conversions of visitors.

The ability to benchmark a budget in Google AdWords is ideal for low-budget advertising (Plaza, 2011), and setting up a 10% goal metric will allow Google Analytics to track this progress and manage SEM activity to achieve this goal, making it achievable and realistic. An increase by 10% is quantifiable and will be managed through SEM impressions and URL Destination Goals that are set up to analyze what advertising is gaining most traction, and provide insight on how to optimize these ads in future (Google Analytics, 2017).

In conjunction with this, website content will be readily available via social media websites and vise-versa aligning with the aforementioned objective. Being able to traffic on Google Analytics through assessing page views, keywords, visitors, and length of stay will prove vital to monitoring and optimizing search engine strategies (Zilincan, 2015).

 Objective 2: Increase Social Media communication/presence by the University by 15%

We aim to increase the online social media presence of the School of HCA by 15% come November 2017. This intertwines with the brief as an increase in overall website traffic will also encourage visitors to connect with them on the social media platforms of Facebook, Instagram and Snapchat through a call to action (CTA). Ideally, this CTA will sit alongside the homepage with live social media updates to further encourage connections.

Increasing social media communication and interaction between WSU and prospective students from May to November will ensure the university builds a rapport with high school leavers (Piskorski, 2014), effectively ensuring that by the time they need to decide on their post-school life they have the relationship with WSU to desire and pursue a degree with the School of Humanities and Communication Arts.

Setting a 15% benchmark is realistic, as the management of social media has become easier through social media management tools. A tactic to manage this objective will be to use of Hootsuite, a social media dashboard that allows the scheduled posting of content set up in advance (Geho & Dangelo, 2012). Correlating these scheduled postings with Google analytics will effectively increase the website traffic and online social media presence of the School of HCA.

Objective 3: Increase Social Media Engagement by High School Students / Leavers by 10%

We’d like to establish a 15% increase in social media engagement by High School Students by November 2017. Setting a 15% benchmark is realistic as our target audience are utilizing these content sharing sites to create, share and discuss businesses (Kietzmann, et. Al, 2011). Utilizing Facebook, Instagram and Snapchat platforms will effectively resonate in the minds of high school students, connecting with them directly at a deeper level unlike traditional marketing methods (Neti, 2011).

Coinciding with the brief, increasing the social media presence of the School of Humanities and Communication Arts will effectively reach our intended target audience as they’re highly influenced and are more likely to engage with the digital realm (Lytle, 2012), deeming Social Media a paramount tactic to reaching these individuals. Engagement levels will in turn be tracked with metrics including brand awareness (comments, shares, tags, mentions and uploads) as well as traffic (likes) (Plume, 2016). A key medium worth focusing on is the use of Snapchat, the youngest form of popularized social media. By using Snapchat, WSU will provide a personal window into the way people see the university, where these snaps will be reflective of the WSU brand and morals (Dobies & Nelson, 2016).

Objective 4: Increase Enrolments for the School of Humanities & Communication Arts

By increasing the overall brand engagement of high school leavers with WSU’s digital platforms we move to the next objective, being lead generation, where driving awareness and consideration around the course is paramount. Each objective has essentials lead to this overarching objective of transitioning high school leavers to enrolling into a degree within the School of Humanities and Communication Arts realm. To effectively tie together all campaign objectives this objective will focus on generating 1,000 new leads within a 6-month period between May to November 2017.

Benchmarking this at 1,000 new enrolments is measurable making it achievable and realistic as it resonates with the aforementioned objectives which effectively lead up to the conversion stage of the enrolment process, meaning that every tactic presented in this digital campaign will be achieved.

RESPONSIBILITIES

Hi All

Below are the responsibilities we came up with in the tutorial:

Overall website design – RICKY CAN YOU TAKE THE REIGNS ON THIS?

Campaign pitch tab: video/ or link to video ALL to contribute to footage and script- RACHEL to edit with RICKY to provide graphics as needed

Business objectives: KIPS/Target – VERONICA

Research: How we got to the idea – research on snapchat etc. RICKY
Target audience: VERONICA
Creative & Content: how they came up with their creative concept- concept overview, concept reasoning RACHEL
Social media sites: youtube, link to youtube mage – facebook, with link to fb page, + how its all going to work to drive campaign message – ANASTASIA & RUTENDO
Editorial calendar: 6 month calendar. ANASTASIA with everyone to assist in what is going in. ANASTASIA to use template provided is VUWS
Measurement and analysis: how we are going to measure the engagement RUTENDO
Budget: ALL
References: ALL

lets get going on it all 🙂 a Major one is the video, need to get footage so we can compile it all. Have a look through the script I posted, this needs editing and needs to only communicate the idea (not stats/targets etc)

Thanks! RM

SCRIPT – DRAFT

Hi Everyone

I have been working on a very DRAFT script for the video that I need some input on – the below will definitly need refining and suggestions on how we can ensure all the elements of the executive summary are covered. SMART objectives etc.

There are some notes along side lines which are ideas for footage that might be hard to translate…so just ask if something looks weird. I have some ideas on how to video will come through visually that will be easier to discuss in person!

 

VIDEO FOOTAGE OF HIGH SCHOOL STUDENTS ON THEIR PHONE FULLY ENGAGED IN SOCIAL MEDIA (out in the public)

NARRATED BY PERSON 1,2,3,4 or 5

“Welcome to Generation Z”. (AUDIO OF TWEETS,SNAPS,NOTIFICATIONS etc)

“We are talking about the young teenagers born in the years 2000 who are now ready to move onto the next stage of their tertiary life, but they have some prominent life focuses…”

FOOTAGE CLOSE UP ON PHONES IN USE AND SOCIAL MEDIA SCROLLING.

“A generation fully engaged with technology and all that comes with it, you will rarely see a high school student today not fully engrossed in their phone, more specifically, their social media accounts. Although they may appear to older generations as distracted and disconnected from the real world, they are far from it.”

FOOTAGE OF A STUDENT AT HOME ON THEIR PHONE WITH ENVELOPES UN OPENED AND MARKETING COLLATERAL IN THE BIN – FRAME HAS THE TV ON BUT STUDENT ONLY FOCUSED ON PHONE AND NOT EVEN WATCHING THE TV

“With this however, traditional marketing methods will struggle to advance when communicating to this target market … and when it comes to the topic of university degrees, brochures, printed collateral and basic TV commercials are not going to break through…”

“Its time to be more innovative. Lets not pull these students out of their social media world…”

“LETS BECOME A PART OF IT”
(FOUR PEOPLE TO SAY THIS LINE USING SNAP CHAT AND ALL DIFFERENT FILTERS)

*THE REST OF THE VIDEO TO BE RECORDED USING SNAPCHAT ONLY”

PERSON 1 “Here’s a fun fact – high school students LOVE taking photos”

Three photos on a montage with “snap” sounds
PERSON 2 “And Snap chat is immediate, personal, and reaches a student where you can find them most: on their phone!” 

PERSON 3 “So when it comes to the topic of choosing a university degree, Snap chat is like a twenty-first century way to capture what a school has to offer. SO using Snap chat is a no brainer when marketing the school of communications and arts, it shows students were ahead of the curve in technology and helps push out our messaging.”

Narration of person 3 – “So the campaign goes like this!” (Over image of the Snap chat logo with WSU logo)

PERSON 4 “Using the core feature “Snap Chat stories”, the WSU account will have a full take over from an influential figure connected to the communications industry, speaking directly to followers”

PERSON 5 continued (over Behind the scenes example footage)

“Providing an insight into a prospect career related to the communications degree with behind the scenes footage builds interest and newfound access that students don’t normally get to see.”

PERSON 1 “leading up to the WSU open day, followers will have daily updates of an upcoming activity they can participate in on the open day, with details, clues and information coming through on each of the stories.”

PERSON 2 “with Snap chat stories being disposable and only available for up to 24 hours, followers feel more urgency to view the videos within the time frame their available.”

PERSON 3 “The mechanic will be similar to a treasure hunt, inviting prospect students to #findtheirfuture during the WSU open day on the Parramatta campus grounds.”

PERSON 4 “Four Geo Filters will be activated in small radius’ around the campus, each design closely related to the four majors or the communications course”

PUBLIC RELATIONS (image of a photo with the filter)

ADVERTISING (image of a photo with the filter)

JOURNALISM (image of a photo with the filter)

MEDIA PRODUCTION (image of a photo with the filter)

PERSON 5 “prospect students attending will be sent on the hunt for each of these Geofilters and asked to take a photo or video of themselves using the filter in the designated area with the hashtag #findyourfuture– all which will form part of a snap chat story compilation on the WSU account.”

PERSON 1 “Each area hosting the Geofilters will have themed props relating to the degree to contribute to the student’s photos and videos, and spark interest in the particular subject available in the communications degree at WSU.”

PERSON 2 “To achieve the desired engagement, the existing social media platforms will be used to promote the snap chat account and the upcoming campaign with additional paid social used to engage a wider audience.”

PERSON 3 “forget the books, texts and boring approaches to university, #findyourfuture looks at your next step in education in a whole new perspective with a focus on career opportunities that will follow from an engaging, hands on and creative choice of study.”

Needs work and we can clarify the footage to go along side all the audio content (we should all plan time to come together for some filming! But I was trying to use the examples we have available of VUWS as a baseline.

If you guys can go over this and edit freely so we can come to an agreed concept/script that would be great!

also need to work on the concepts for the 4 x geofilter designs if you guys can look into this also. My thoughts

Public Relations – Lectern and Microphone

Media Production – film camera and directors chair

Journalism – News Room

Advertising – frames the photo like a magazine cover

There is also HEAPS to do for the website also! 3000 words worth, so people need to be allocated to these areas to get this done.

 

EXECUTIVE SUMMARY VIDEO SCHEDULE/IDEAS

Alright!

So I have been doing a bit of research into the concept of Snapchat as the digital tool to recruit new high school prospects and I have come up with some core concepts.

A few notes around the power of snapchat that we should mention in the pitch.

“Snapchat is immediate, personal, and reaches the students where you can find them most: on their phone,”

“Snapchat as a whole is like a twenty-first century way to capture what a school has to offer.”

“When you post a tweet, maybe 1,000 of your 5,500 Twitter followers will look at it,’ Whereas if you post something on Snapchat and you have 2,000 followers, you’ll get 1,900 views.”

“Geofilters are kind of like a check-in or a passport stamp that allows users to mark a moment.”

“The interesting feature of the app is that Snapchat posts “disappear” after 24-hours so there is urgency behind the posts and many students check Snapchat hourly. This can be appealing to marketers since they have higher likelihood of their post being seen in the moment.”

So with these kinds of references its clear the tool is perfect for our campaign and our market. The question is, how do we use it to effectively engage with our target audience?…I have been watching the example executive summaries on VUWS for some more direction on how to do the pitch and they all have a very clear call to action..whether this is film a one minute video on what ‘Australian’ means to you…or take a picture of an Australian landmark and hashtag #DONTFRACKTHIS to help support the campaign TRAVEL FOR CHANGE (I Liked this one) there is very clear and engaging direction.

Some of the responses I came across from students, they appreciate seeing posts on snapchat around campus culture etc. they mentioned things like “If you’re visiting a college or you get a Snapchat from someone who’s visiting a college and they have a filter, you assume, at least for me, that school is a lot of fun and they’re in the school spirit,”

So…some core ideas. (Suggestions also please..and these may need refining!)

 

Budget $10k used on:

Geofilters on UWS Parramatta uni grounds

Possibly a call out fee for a celebrity ambassador (news reporter aligned with the uni)

Props for set up of photo stations at uni (read on for detail)

Paid social media to promote the snapchat account.

THE CAMPAIGN:

Set up 4 x Geofilters that will be active at different hours of the day on the UWS open day.

Each Geofilter will be designed to relate to the four majors of the communications degree…i.e

Public Relations – maybe a lecture with a microphone and text that says “school of communications and arts”

Advertising – the outskirts of the screen can appear like the front of a magazine cover or something, again aligned with the text “school of communications and arts”

Journalism – maybe like a news desk or a pen and pad or something? (need ideas!) aligned with “school of communications and arts”

Media Production – A tv camera of sorts..and aligned with “school of communications and arts”

I am OK on photoshop and could do some dummy mock ups but if anyone is a pro on this program feel free to step in to do some designs 🙂

The Geofilter campaign will be run as a ‘treasure hunt’ style on the university grounds during the UNI open day. Leading into it, we could have a celebrity ambassador (news reporter or something) take over the snapchat account to announce to prospect students interested in a communications degree to come to the open day to #findyourfuture. They can upload frequently with more details about the campaign which will encourage prospect students to remain engaged with the account (best thing about snapchat is the idea of urgency, people need to view the stories within a certain time frame or they miss out) so the announcer can keep releasing clues (times to be at the uni) (clues about certain areas to be in) (hashtags to include in the posts) etc.

WHEN ON THE GROUNDS.

during different time period and in small radius’ there will be the 4 different geofilters activated. where students need to take the photos will include prop stations that will relate to the majors. The area to take the photo for journalism could look like a crime scene for example, so the student takes a photo in the area with the geofilter and hashtags #findyourfuture. The end result will be a compilation of videos and photos of students who participated with a winner who completes all first or something has a behind the scenes experience with the ambassador (or something along those lines of an incentive).

So the campaign obviously provides subtle detail into the fun stuff you can study in the school of communications and the fun engaging approach to prospect students is a great first impression. Using the hashtah #findyourfuture is a sweet way of suggesting to a student “what will be you major? where do you see your career heading”?

Geofilters can also be diagnosed with analytics because Snapchat provides figures on how many filters are used. You can understand how many times frames were used and how many times videos/photos were viewed so the engagement and success of the campaign can be reported on.

 

YES THERE IS A LOT HERE SORRY! But had to throw it all in before I forgot! let me know your thoughts on the idea and how we can make it better! and of course how we turn it into a strong pitch.

We will need some strong stats on snapchat, details of our target audience and how that impacts snap chat (I know the stats for the age group we are targeted are massive with this platform) and some really clear objectives we are covering in our approach.

Looking forward to all your feedback!

RM X

Executive Summary Video

Hi Ya’ll!

Hope you’re having a great weekend so far!

Just with regards to the video, as mentioned I am confident with pulling together something .. based on the idea around SNAPCHAT I thought the WHOLE video can be a compilation of Snapchat videos! We can communicate what we need to through the fun geofilters, sponsorlen’s and filters to make a real point on the digital product!

I wanted to see if everyone was keen on the concept of pushing snapchat as the digital tool to help increase enrollments and if we were all agreed we can start pulling together a script and we can all film our parts for the video, send them to me and I can put it all together!

We need to also discuss the other aspects of the brief and get the rest of it done around this concept.

 

Let me know thoughts!

RMx