The Brief

Within Australia, UTS carries a robust identification as a frontrunner in expertise and innovation. However, the college’s model recall is just not as solidified abroad and the Higher Education (HE) supplier doesn’t exploit its full potential internationally.

UTS determined to draw future college students by concentrating on rising markets throughout Latin America, Southeast Asia, North and Central Asia, South Asia and Africa. The college’s essential message and promoting level in that quest? Preparing college students for Industry 5.0 throughout many disciplines. To try this, the HE supplier wanted to succeed in worldwide prospects in an genuine method – leveraging on Gen Z’s want to reside a lifetime of monetary freedom, while being purpose-driven.

The Idea

To deal with the college’s goal of boosting model recall abroad, UTS launched a marketing campaign that the UTS International Marketing crew led internally. The crew obtained assist from the UTS Creative Services Team and exterior suppliers. UTS took an omnichannel strategy utilizing scholar profiles, geo-targeting and curiosity concentrating on based mostly on market analysis and demographic concentrating on parameters.

The marketing campaign was knowledgeable by the QS 2022 Global International Student Survey. UTS used the survey insights and ran its marketing campaign throughout quite a few channels resembling Facebook, Instagram, TikTook, YouTube, on-line video/ programmatic and PR.

The college collaborated with TikTook influencer and UTS alumni Stella Morrison for a visually beautiful video that utilized live-action footage, 3D animation, VFX and a dynamic music observe. The new model video was compiled of footage shot on campus and the encircling Sydney areas. Through storytelling, UTS sought to place itself as an area the place college students meld artistic and strategic pondering with rising applied sciences.

The HE supplier paired the video with a collection of static adverts, social media cutdowns (together with vertical and bumper video adverts), natural TikToks, a touchdown web page with lead seize and e mail nurturing for brand spanking new leads. In complete, UTS ran 208 adverts throughout 5 completely different on-line channels and created 5 completely different language variations of the video and its collateral to permit deeper market penetration and connection to the viewers.

The college’s essential KPI of the marketing campaign was Brand Awareness and the measurement of success was complete impressions, web page engagement charge and bottom-line conversions (college functions).

The Results

The marketing campaign was a exceptional success for UTS. It generated over 81m impressions, 8m web page engagements, over 900,000 clicks, and over 800,000 touchdown web page views in two months. UTS determined to proceed utilizing the marketing campaign belongings at occasions and roadshows. To construct on the marketing campaign’s success, the college introduced to fill a pipeline for conduct retargeting and lead nurturing.

This marketing campaign received within the public sector/charity/not for revenue class at The Drum Awards for Marketing APAC 2023. Find out extra about The Drum’s Global Awards program or head to our case studies hub to learn extra award-winning tales.