A new breed of degree

FEDERATION UNIVERSITY AUSTRALIA

Ballarat University and Monash University Gippsland merge to create Federation University Australia.

BUSINESS PROBLEM

How might we deliver degrees through regional TAFEs whilst maintaining a consistency in brand messaging and student experience?

PERSONAS

By creating meaningful user personas we were able to drive communications strategy along a useful and meaningful path.

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A SINGLE PLATFORM

A platform to inspire and inform—managing a funnel of activity and providing the prospective student with an easy path towards enrolment.

FEDERATION UNIVERSITY AUSTRALIA

A new breed of degree.

Federation University Australia sought to increase the number of enrolments in its courses offered through TAFE partners in regional Victoria. We were engaged to develop a communications strategy that would help students navigate the complex web that is formed through the myriad of regional Victorian TAFEs and University choices.

Changes in the education industry – increasing competitiveness, technological advancements and a need for more flexibility for potential students – meant that our solution needed to speak to an audience who have varying degrees of interest towards study, diverse lifestyles and different aspirations.

Our strategy recommended the provision of meaningful and useful content to potential students via a digital content platform – using traditional forms of media and PR to generate interest in contribution and potential enrolment.

In concert with the creation of our own media channels (Social media pages, published collateral), our PR, article writing and outreach towards influential content creators, needed to act as both content generator and awareness builder – reaching both media and potential contributors alike.

We established the unique value proposition of “a new breed of degree”, focussing on the applied nature of these degrees and the unique delivery method via partner TAFEs in regional Victoria.

An 18-month wave of campaigns was rolled out, beginning with the aspirational “Write your next chapter” campaign timed to begin over the new year period. Potential students were emailed and asked to submit their details to receive a free goal planner in the mail during the January (consideration) period. Supported by print and outdoor activity, awareness built towards the March enrollment period.