Winning at MACE 2012 in ADVERTISING or FILM & MEDIA

A Generic Checklist for YOUR ENTRY

1Your MOTIVATION1. Describe the challenge in full.2. What is the impact of the challenge on

your institution?3. Provide sound reasoning why THIS

CHALLENGE was tackled (example it ranks as a TOP 3 or TOP 5 Marketing Priority).

A Generic Checklist for YOUR ENTRY

2Your TARGET AUDIENCE1. You know your audience better than anyone.2. Make sure you convey as MUCH DETAIL as possible

here.3. The more detail you provide the easier it is to judge

the choices made wrt Methods and Strategies, Effectiveness, Results etc.

4. Numbers are KEY. How manyy people? Where are they? What is their background? What is their need? Etc.

A Generic Checklist for YOUR ENTRY

3Your OBJECTIVESS = SpecificM = Measurable.A = AttainableR = RealisticT = Time based / Trackable

“Between 1 and 31 May 2012 our new undergrad campaign needs to deliver at least 20 000 fully completed applications for admission that can be realistically tracked tothe campaign.”

Set your objective BEFORE the campaign. Not afterwards.

A Generic Checklist for YOUR ENTRY

4Your Methods / Strategies

1. Share HOW you arrived at the solution and not only the solution.

2. What resources did you tap? What research was used to decide on the final strategy? The more facts back up your strategy the better.

3. Address Media Strategy, Creative Strategy etc.

4. Media Strategy: Which medium works best to reach your described target market / prove it.

A Generic Checklist for YOUR ENTRY

5Your EffectivenessWrt Budget, Time & ResourcesYour strategy needs to fityour budget, resources and time.

There is no use spending R 100 000 onProduction and R 20 000 on Media (The tail iswagging the dog).

Frequency in message exposure = KEY.

A Generic Checklist for YOUR ENTRY

6Your RESULTSPut your results up against your objectives andaddress point by point what you achieved withhard facts.

“We got some great feedback” is not a substantial indication of success.

vs

“We achieved a 120% increase in applications between 2011 and 2012.”

A Generic Checklist for YOUR ENTRY

7Work SamplesCovered separately under Advertising & Film & Video Sections.

ADVERTISING

Advertising | Keep in Mind

Effectiveness = KINGWhat works vs “That’s nice...”.

Decision making driven by what is effective and proven to be so.

Experience? What delivers the best results?

Does this work

?

Advertising | Keep in Mind

Experiment & OPTIMISESame Mediums. Same Days. But ad A delivers 4 TIMES THE RESULTS of ad B.

What can you tweak in your media strategy / creative strategy to optimise results?

Nothing is 100% from the outset. We don’t expect perfection.

We expect illustration of continuous fine tuning to optimise.

4 vs 1

Advertising | Keep in Mind

X PollinationAre your mediums pushing to each other?

Does your print ad contain links to your Social Media?

Advertising | Keep in Mind

Ease of ConversationWe live in the short attention span economy .

How are you adapting your processes to cater for this and ensure less leads get lost?

Advertising | Keep in Mind

CONSISTENCY = KEYEnsure message consistency across mediums as it

creates a BIGGER NET RESULT than a fragmented approach.

Advertising | Keep in Mind

POD’sPoints of Difference.

Do you have enough in your advertising?

THE TEST is – If I replace your logo with someone else’s will the consumer know the ad is not right?

Advertising | Keep in Mind

Your Brand AmbassadorsEach of you probably have a minimum of 10 000

Brand Ambassadors that have already been CONVINCED of the merits of your OFFER.

Considering including your CURRENT STUDENTS / STAFF when you spread your advertising

message.

You can do this very cost effectively through internal email communication. They WILL send it on

and spread your message.

Advertising | Keep in Mind

Work SamplesJudged on best STRATEGIC Creative Fit.

FILM & VIDEO

Consider your AudienceWho is going to be the end viewer?

Your end product must fit with the mindset of your end consumer ito music, visuals, pace etc.

FILM & VIDEO

LengthIn general shorter is better.

Constantly ask the question – is it critical to include that item?

If YES, then spice it up visually to keep viewer interest.

FILM & VIDEO

GraphicsVisually Interesting use of Graphics enables the most BORING subject to be

come interesting.

Graphics can tell a very compelling story – especially when mixed with shot footage!

FILM & VIDEO

BudgetThe Winners = not the ones with the BIGGEST BUDGET.

FILM & VIDEO

DistributionConsider how you distribute your final product.

YOUTUBE enables quick uploads and massive potential instant reach.

Consider using your other media tools to push to view – your internal communication, newsletters

etc.

Consider versus traditional DVD delivery etc.

FILM & VIDEO

Thank you for your time.