Upload
others
View
4
Download
0
Embed Size (px)
Citation preview
#MAKE YOUR
MELBOURNEMOVE
MAKE YOUR SMART SOCIAL FUN STRATEGIC MOVE
CAMPAIGN OBJECTIVES
Increase SEA students’ knowledge and understanding of the University of Melbourne
Build positive affect towards studying at the University of Melbourne and moving to Melbourne
Increase brand awareness and resonance with SEA students
TARGET AUDIENCE
Postgraduate students
from South East Asia (SEA)
#MAKE YOUR
MELBOURNEMOVE
MAKE YOUR SMART SOCIAL FUN STRATEGIC MOVE
STRATEGIES & TACTICS
SOCIAL MEDIA TAKEOVER
#ASKMEANYTHING WEBINAR SERIES
#HOWTO VIDEO SERIES
360◦ PHOTO CAMPUS TOUR
SOCIAL MEDIA TAKEOVER
WHAT
• Depicting ‘day in the life’ of current international
graduate students
WHO
• Spokespeople including current international graduate
students, esp. SEA students
WHY
• Actively demonstrate students’ day–to-day lives
• Show how easy and fun it can be to adapt to a new
study location
SMART SOCIAL FUN
#ASKMEANYTHING WEBINAR SERIES
WHAT
• Webinar series with live tweets
• Audience can ask Qs to university spokespeople
• Receive answers in real time
WHO
• Alumni in varied industries
• Faculty representatives
WHY
• Improve access to relevant information
• Provide content tailored to audience’s needs
• Minimize perceived risk of making the Melbourne Move
• GSA representatives
• Society representatives
SMART SOCIAL FUN STRATEGIC
#HOWTO VIDEO SERIES WHAT
• Depicting ‘how to’ engage with different elements of university
WHO
• Same spokespeople used in Social Media Takeover
WHY
• Improve access to information by directing audiences to
Melbourne University/Discover/International Students websites
• Simplify information
SOCIAL STRATEGIC
360◦ PHOTO CAMPUS TOUR
WHAT
• Campus tours using FB 360◦ photos
• Each location ties in one of the ‘Moves’
• e.g. South Lawn = FUN, Baillieu Library = SMART
WHO
• Same spokespeople, staff-generated
WHY
• Help students visualise their Melbourne move and campus life
• Fun, stimulating, and engaging interaction with the campus
SOCIAL STRATEGIC
CHANNELS
Website FREQUENCY
SOCIAL MEDIA TAKEOVER
x x4-5 stories per day, 1x week-long series
per fortnight
#ASKMEANYTHING WEBINAR SERIES
x x x x x60 minute webinars,
posted monthly
#HOWTO VIDEO SERIES
x x x3-4 days per week
throughout campaign
360° PHOTO CAMPUS TOUR
x x x1x per week
throughout campaign
BUDGET
THANKS FOR LISTENING