Higher Degree by Research 2012 Campaign plan

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1 Higher Degree by Research 2012 Campaign plan Prepared by: CASS Marketing and Communications Office May

2 Executive summary The College has identified Higher Degree by Research (HDR) as a growth area for recruitment in In 2011, the CASS Marketing and Communications Office coordinated a HDR domestic campaign that aimed to increase the profile of our offerings and attract prospective students. As at 9 April 2012, CASS HDR enrolments have seen an increase of 4.69%. The 2012 campaign has been developed to deliver an integrated mix of marketing and communications activities to target both international and domestic audiences and considers key learnings and recommendations from the 2011 campaign evaluation. The campaign has been divided into three bursts that focus on key scholarship rounds including the Australian Postgraduate Awards (APA), International Postgraduate Research Scholarships and the Endeavour Awards. Campaign dates: Burst 1: 21 May 16 June (International) Burst 2: 23 July 12 August (international) Burst 3: 27 August 30 September (domestic) Investment: $30,000 Call to action: Drive to website: An evaluation report will be distributed following the implementation of each segment and a final campaign evaluation prepared in November

3 Background In 2011, the CASS Marketing and Communications Office coordinated a domestic HDR campaign that aimed to raise awareness of HDR offerings and increase domestic applications for study in The campaign investment was $9,000 and included an integrated mix of print and digital display advertising as well as direct marketing to current students, alumni and the prospective student database. As at 9 April 2012, CASS HDR enrolments have seen an increase of 4.69%. One of the key recommendations from the 2011 campaign was to increase investment and commence the campaign earlier in the year to align with key international scholarship closing dates. For the full 2011 campaign evaluation visits: The below plan outlines the 2012 HDR campaign and considers key learnings and recommendations from the 2011 campaign evaluation. Key dates The campaign has been divided into three bursts that focus on key scholarship rounds including the Australian Postgraduate Awards (APA), International Postgraduate Research Scholarships and the Endeavour Awards. Develop campaign plan Consultation and communication Implementation Campaign evaluation 16 April 9 May May 21 May-16 June (International) 23 July 12 August (International) 27 August 30 September (Domestic) November/December Key stakeholders Consultation and feedback on the campaign plan: Dean & Director Associate Dean of Education Associate Dean of Research Training Director of Research General Manager CASS Marketing Network CASS Research Committee CASS Education Committee CASS Executive ANU Marketing office Suppliers: ANU Marketing Office: graphic design and branding UM: ANU Media buying agency 3

4 Objectives The HDR campaign will aim to: increase awareness of the HDR opportunities available in the College generate enquiries about HDR study in the College increase the number of applications for HDR programs for 2013 increase the number of enrolments in HDR programs in Target audiences The general age profile of our current HDR students is between There is a fairly even split between male and female (slightly more females). Prospective HDR students would have a Bachelor degree (with Honours) or a Masters degree with a research component, and would include working professionals, current Honours and Masters students at other universities, graduates of other universities in Australia who have not completed a higher degree by research and staff within the public service. Geographics This campaign targets both domestic and international audiences. International activity will be targeted at Europe, Asia and New Zealand. Key messages The key messages that will be incorporated within all of the marketing and communications activities are: Learn from experts in your field. According to the 2011 QS World University Rankings the ANU is ranked number one in Australia and 16 in the world for the social sciences, and number one in Australia and 13 in the world for the arts and humanities. In the Excellence in Research for Australia, ANU has the highest average scores in Research for any Australian University. We are dedicated to research excellence and our students are inspired by intellectual curiosity. We are committed to advancing knowledge, innovation, informing public debate, and exploring and challenging questions about today s complex society. Graduate research is available in a broad range of disciplines, including: politics and international relations, sociology, archaeology, anthropology, philosophy, history, art history and curatorship, social research, music, visual arts, languages, linguistics, Arab and Islamic studies, English, film studies, and gender, social research, interdisciplinary and cross cultural research, sexuality and culture. PHD Scholarship closing dates Call to action The campaign will aim to drive traffic to the CASS graduate research page where there is also an online enquiry form Other contact points: o T: (02) These enquiries will be tracked and reported on in the final evaluation. 4

5 Advertising mix Online advertising In the 2011 campaign, 84% of the website traffic generated by advertising was from the digital display advertising and 51% of tracked enquiries came from the online enquiry form on the CASS HDR web page. The 2012 campaign will continue to have a focused investment in digital advertising and search including: LinkedIn network and filtering to their Masters and above audience working within the arts, higher education and research industries. Advertising is via digital display on their website and a dedicated send out to this specific audience who are overseas in Asia and UK. FindaPHD display advertising on the site that is a guide to current postgraduate research and PhD studentships. PHD Seek display advertising on the website that is focused on finding PhD degrees in Australia Facebook display advertising for a domestic audience. Print advertising Canberra Times advertising will only be included in the domestic segment of the campaign and targeted locally to attract public servants. Direct marketing A direct campaign will target current CASS Honours and Masters students as well as graduates of these areas from the last five years. Linkedin dedicated s will also be included in the campaign. Events HDR opportunities will continue to be promoted a postgraduate recruitment events including ANU on campus activity and the National MBA and Postgrad Expo s Budget A total of $30,000 has been allocated to this campaign. Evaluation To evaluate the effectiveness of the HDR campaign the following will be monitored: visits to the CASS website, including the HDR Future Students web page tracking referrals from digital ads to the CASS website s and phone calls received by the College Student Office the number of s sent to registered students and alumni that were opened the number of applications made for HDR programs for 2013, compared with the number of applications placed in 2011 / 2012 the number of students enrolled in HDR programs in 2013, compared with enrolments in

6 2012 CASS HDR CAMPAIGN MEDIA SCHEDULE Site Placement Period Format Creative Size Volume MAY JUNE JULY AUGUST SEPTEMBER (Impressions) FindaPHD.com, PHDSeek.com LinkedIn Partner Messaging Package : Run of Site Intl & AUS audience targeting Education, Research. ASIA & UK Audience targeting Education, Research. ASIA & UK Audience targeting Solus e mail to Asia and UK targeting, by Degrees BURST 1 MAY / JUN Burst 1 : 21/05 16/06 Burst 1 : 21/05 9/06 Burst 1 : 21/05 9/06, Leaderboard Copy, Burst 1 :, Wide 21/05 16/06 728x90 184, x250 40, Skyscraper 160x600 36, x sendouts Endeavour Awards close Public Sector informant FindaPHD.com, PHDSeek.com LinkedIn Partner Messaging Best Possible at time of booking Package : Run of Site Intl & AUS audience targeting Education, Research. ASIA & UK Audience targeting Education, Research. ASIA & UK Audience targeting Solus e mail to Asia and UK targeting, by Degrees Burst 1 27 May (Monday) BURST 2 JUL / AUG Burst 2 : 23/07 12/08 Burst 2 : 23/07 4/08 Burst 2 : 23/07 4/08 Full Colour 28 x 5 1, Leaderboard Copy, Burst 2 :, Wide 23/07 18/08 728x90 184, x250 40, Skyscraper 160x600 36, x sendouts IPRS Scholarship close Public Sector Informant Best Possible at time of booking Burst 2 22 July(Monday) Full Colour 28 x 5 1 6

7 FindaPHD.com, PHDSeek.com LinkedIn Partner Messaging Public Sector Informant Facebook Package : Run of Site AUS audience targeting Education, Research. AUS targeting Education, Research. AUS targeting Solus e mail to AU audience only Best Possible at time of booking Homepage and ROS Targeting People 30 55, AUS/NZ BURST 3 AUG / SEP 27/08 30/09 27/08 8/09 27/08 8/09, Leaderboard Copy,, Wide 27/08 22/09 Burst 3 2 September (Monday) 728x90 48, x250 32, Skyscraper 160x600 29, x sendouts Full Colour 28 x /08 30/09 Text and Image TBC 1,300, APA scholarship close 31 OCTOBER 7

8 Contact Kathleen Rolfe Manager CASS Marketing and Communications P: E: 8

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