University of Sydney, Master Of Management Case Study - Danielle Warby

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A case study by Danielle Warby of The University of Sydney as part of the Social Media Campaign seminar on 3 Jul 2009 at AFTRS - http://lamp.edu.au/the-social-media-campaign-seminar-workshop/

This case study looks at the communications surrounding the launch of the new Master of management program with an emphasis on Social Media

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University of Sydney, Master Of Management Case Study - Danielle Warby

  1. 1. Master of Management Case Study Danielle Warby
  2. 2. Overview From the beginning of 2009, the Faculty of Economics and Business was the first in Australia to offer top graduating students the opportunity to participate in a 12 month, full-time Master of Management program before they enter the workforce. The new degree was developed in consultation with some of the world’s largest companies and 17 top European business schools, and has an emphasis on small class sizes, corporate engagement and networking. The announcement of the new Master of Management was been made possible by the Faculty’s acceptance as a full member of the Community of European Management Schools (CEMS). CEMS Master of International Management (MIM) / Master of Management represents a significant opportunity strategically and financially for the Faculty of Economics and Business. The CEMS MIM is ranked 2nd place in 2006 Financial Times (FT) ranking of pre-experience Master’s in Management degree programs, with 14 CEMS schools ranked among the top 35 programs. The Dean of the Faculty, Professor Peter Wolnizer, said: “The Master of Management is the next step in the development of the Faculty, providing a unique opportunity for a wide range of students to extend their qualifications before entering the workforce. “It is the only Australian degree that allows students to participate in the prestigious CEMS Master of International Management program (CEMS MIM), enabling students to study and work overseas. It opens doors for them internationally.” The Challenge In order to reach prospective students in a cluttered marketplace and to reflect the uniqueness of the program, the communications needed to stand out from other Universities’ offerings. We needed to grab the attention of the increasingly hard to reach Generation Y cohort using traditional and new media with a strong emphasis on online communications. ‘Get what you deserve’ was chosen as a slogan as the phrase is evocative, ambiguous and appeals to the target demographic while still conveying our key message, ‘Get the opportunities you deserve’. Objectives 1. To be on page 1 of Google search results for ‘Master of Management’ by September 2008 2. To receive 5,000 visits to the website by September 2008 st 3. To receive 500 inquiries about the Master of Management by the time applications close on 31 October 2008 4. To receive 70 applications 5. To receive 35 enrolments, 5 for the CEMS MIM 6. To raise awareness of the program among current and prospective students Online Marketing Communications Plan Websites http://mmgt.econ.usyd.edu.au rd Unique website designed specifically for the Master of Management launched Friday 23 May 2008. This website is the main source of information regarding the program and was the hub for all online and print communications channels. The website was periodically updated to correspond to the different phases of communication elsewhere. For example, a ‘Come to the Party’ transparent overlay was placed over the regular content when the Student Launch was advertised and changed to 1 ‘Were you there’ post Launch with links to the event photos and video . http://www.econ.usyd.edu.au Direct links from the Faculty website to the Master of Management site through news items, course listings and a button on the Faculty home page. http://www.usyd.edu.au Direct links from the University website to the Master of Management site through news items, course listings and a message on MyUni. 1 Refer to Master of Management Creative later in this document Author: Danielle Warby Online Marketing Coordinator Faculty of Economics and Business University of Sydney d.warby@econ.usyd.edu.au | 02 9114 1136 Date: 23 March 2009
  3. 3. Search Engine Optimisation (SEO) Content for the website was written to optimise the site for search in Google while not compromising the delivery of information. Video ‘Why study the Master of Management’ was created in order to both cater to our target markets liking for multimedia as well as providing extra exposure on other channels such as the University’s You Tube Channel. The ‘Launch Party’ video containing scenes from the Student Launch was uploaded to the Master of Management website and to Facebook where students could tag themselves in the video and share it with friends. Facebook – Social Ads Social ads were run on Facebook to promote the program to prospective students in the following countries: • Australia and New Zealand • Austria • Denmark • Germany • Norway • Singapore • Sweden • Switzerland Targeting was broad: to current university students and graduates over the age of 19. Ads were created for several different purposes; in the first phase, to raise awareness of the program and to direct traffic to the website; to current female students in Australia regarding a women’s careers event our representatives were attending; to prospective students in Europe announcing our membership to CEMS. All these ads directed visitors to relevant information on the website where they could perform certain actions (downloading the brochure, watching the video and submitting an enquiry or application). At all points we directed visitors back to the Faculty’s Facebook profile where they could potentially engage with current students and the Faculty. Author: Danielle Warby Online Marketing Coordinator Faculty of Economics and Business University of Sydney d.warby@econ.usyd.edu.au | 02 9114 1136 Date: 23 March 2009
  4. 4. The second phase of communication was to announce the Student Launch Party. Visitors were directed to a Facebook event hosted by the Faculty’s page where they were encouraged to RSVP to the event to receive further communication from us. We ran this as a ‘teaser’ campaign – revealing small pieces of information about the event as it drew near. Come join the party! Make sure you RSVP as attending – guest list entry only! No maybes! Otherwise you'll miss out on the all important drink vouchers. We have in store for you on the night: Everybody will get a goodie bag… the first 100 through the door get something extra special. What?! Well, that would be telling. The paparazzi will be on hand to snap your pics and do some vox pop filming. Make sure you’re looking your best cause these are all going up on our post party website. With special guests: SPARKADIA! Check 'em out here: http://www.facebook.com/pages/Sparkadia/7246604579 AND: Purple Sneakers DJs! http://www.facebook.com/group.php?gid=23646500025 The party is to launch our new Master of Management and Master of Management (CEMS) programs so there will be a bit of official waffle and then it's party time! st The final phase of advertising was to announce the Application deadline; these ads were run the week leading up to the 31 October. Facebook – Social Networking Several communication channels on Facebook were used to reach current and prospective students as various stages of the campaign. For the duration of the launch campaign, the Faculty’s Facebook page was ‘branded’ with ‘Get what you deserve’ by utilising the 2 FBML application to customise the look and function of the Faculty page, including adding hyperlinks to the Master of Marketing website. Regular ‘notifications’ were sent out to existing fans of the Faculty Facebook Page and to people who had RSVPd to the Launch. Personal messages were also sent to administrators of relevant student groups and to Faculty Clubs and Societies. To minimise the risk of imposing on the students, these messages were only sent once and with full disclosure. A final message was sent to attendees and fans thanking them for attending and directing them to the photos on Facebook. 2 FBML – Facebook Markup Language – Similar to HTML enabling greater control over the design of the Page Author: Danielle Warby Online Marketing Coordinator Faculty of Economics and Business University of Sydney d.warby@econ.usyd.edu.au | 02 9114 1136 Date: 23 March 2009
  5. 5. Broad Advantage Free Party at USYD Uni Party Hey Stacey, I hope you don't mind me Hey Mitchell, Hey Donna, contacting you out of the blue like this. Hope you don't mind me spamming you I hope you don't mind me spamming you I work at the Faculty of Economics and about this but I figured, like all uni students, about this but I thought it might be something Business at the University of Sydney. We'll be you love a good party! of interest to the ChocSoc people (great attending Broad Advantage in Sydney to talk group BTW!). a bit about our new Master of Management We'd like to invite you to a bash we're having program. at Manning Bar at USYD to launch our new I work in the Faculty of Economics and Master of Management program. Business and we're hosting a party at I wanted to let you know, I've sent out details Manning to launch our new Masters of of this event to our students and asked them We've got Sparkadia and the DJs from Purple Management program. to RSVP to your event page on Facebook, Sneakers for your listening pleasure as well rather than create one of our own. Hope this as free food and drink. We're putting on a band (to be announced is OK! shortly) as well as free food and drink. It's on the 25th September and if you'd like to I was wondering if it were possible for you to come along, RSVP here to get on the guest If this is something you think your members send out a message to the 85 Broads list: would be interested in, we'd really appreciate network? Cool if not, the last thing we want to http://www.facebook.com/event.php?eid=210 it if you could send out the following email. do is be spammy but we thought this might 72539689 (no RSVP, no freebies!) If not, that's cool and sorry for the spam! be a program some of your members would If you could pass this on to members of your be interested in. UNSW group, that would be cool too.If not, xDan Thanks for your time! sorry for the spam. ------------------------------------------ xxDan xxDan The Faculty of Economics and Business are Reply: launching a new Masters program and we ------------------------------------------ want you to come to the party! Here's the message: Hey no worries... i'll see what i can do =) We’ll be taking over Manning for a bit of a The University of Sydney’s Faculty of when do we have to rsvp by? bash with the 3 essential ingredients of band, Economics and Business is proud to be food and drink. We'll be telling you a little Response: about the Master of Management program associated with the Broad Advantage event being held in Sydney and hopes you have a Cheers! (it’s not just for business types) then turning great time. the rest of the night over to you. Any time up until the event really... though the If you are the sort of person that is a member sooner the better because we've got a few To get your self on the guest list (and your of 85 Broads you might be interested in our other things in the works that we want to tell free drinks vouchers), you'll need to RSVP new Masters of Management program. It is attendees about. Things like the first 100 to here: designed to give you a jump start to your arrive get something extra from one of our http://www.facebook.com/event.php?eid=210 career and includes internships and sponsors… though I probably shouldn’t be 72539689 exchange opportunities. For more information mentioning that just yet ;-) go to http://mmgt.econ.usyd.edu.au/85Broads We'll be announcing the band a little later so or talk to one or our people at Broad Only people to RSVP will find out about that if you want to find out who it is, head over to Advantage in Sydney. stuff. our page and fan us... or you can wait to be Thanks heaps! surprised on the night: http://www.facebook.com/pages/Faculty-of- xDan Economics-and-Business-University-of- Sydney/29779601139 To find out more about the Master of Management visit http://mmgt.econ.usyd.edu.au/fb Cheers! Email Marketing Emails were sent out to current students of the University announcing the new program. The University of Sydney Union sent an email out to all presidents of University Clubs and Societies asking them to pass the message on to their members. Avant Postcards In order to raise awareness for the Master of Management, postcards were distributed to locations around University campuses in Sydney. The postcards were deliberately designed with no University of Sydney branding on the front to encourage collection and reading. The postcard information directed prospective students to a specific landing page to assist in the measurement of their success. Author: Danielle Warby Online Marketing Coordinator Faculty of Economics and Business University of Sydney d.warby@econ.usyd.edu.au | 02 9114 1136 Date: 23 March 2009
  6. 6. Student Launch Party – You’ve been shot! Photo and video was taken of the attendees at the Student Launch at Manning Bar. Each person was handed a ‘You’ve been shot’ card directing them to the photos page on the Master of Management website where they were then directed to the Faculty Facebook Page to view and tag themselves in the photos. Additional Communications Other communications carried out include: • Public Relations • Print Advertising • Posters on Campus • Advertising on Campus • Powerpoint presentation to students during lectures • TV screen in the Student Information Office Results 1. http://mmgt.econ.usyd.edu.au was ranked Number 1 on Google for ‘Master of Management’ by September 2008 and continues to maintain the top position 2. The Master of Management website saw 9,580 unique visitors by the end of September 2008 3. There were 498 email enquiries for the Master of Management program, approximately 75 telephone, 50 face to face at the Student Information Office and 4 conversations with prospective students on the Faculty Facebook Page. 4. 150 applications were received of which 150 were suitable for interview 5. 40 students enrolled in the Master of Management program beginning Semester 1 2009. Of those, 20 were enrolled in the CEMS MIM 6. Antidotal evidence reports that students felt the marketing of the program was effective, the creative stood out and they felt the website was ‘made for them’. The youthful focus of the campaign seemed to resonate with many of the students. Analysis and Feedback Website rd st http://mmgt.econ.usyd.edu.au top 10 website referral from 23 May to 31 October 2008. Referrals (1-10) / 255 Sessions Percent 1 www.usyd.edu.au 6,130 22.72% 2 econ.usyd.edu.au 4,682 17.35% 3 (no referral) 3,756 13.92% 4 auth.usyd.edu.au 3,548 13.15% 5 www.facebook.com 3,143 11.65% 6 www.new.facebook.com 1,842 6.83% 7 www.google.com.au 702 2.60% 8 myuni.usyd.edu.au 644 2.39% 9 apps.facebook.com 462 1.71% 10 search.usyd.edu.au 383 1.42% View Total: 25,292 93.74% Total: 26,982 100.00% Author: Danielle Warby Online Marketing Coordinator Faculty of Economics and Business University of Sydney d.warby@econ.usyd.edu.au | 02 9114 1136 Date: 23 March 2009
  7. 7. Search Engine Optimisation (SEO) rd st Top 10 search terms from 23 May to 31 October 2008. Search Terms (1-10) / 1,043 Sessions Percent 1 master+of+management 173 8.43% 2 master%20of%20management 111 5.41% 3 management 47 2.29% 4 cems 43 2.10% 5 master+in+management 34 1.66% 6 master+of+management+usyd 33 1.61% 7 university+of+sydney+master+of+management 30 1.46% 8 master+of+management+sydney 29 1.41% 9 usyd+master+of+management 28 1.36% 10 master+management 24 1.17% View Total: 552 26.90% Total: 2,052 100.00% Video The ‘Why study the Master of Management’ received 737 views on YouTube and 1,888 on the website. Master of Management Launch video has been viewed 401 times on the Master of Management website. The number of views on Facebook could not be determined. Facebook – Social Ads The Facebook Social Ads had the double advantage of raising awareness of the program and increasing the number of fans on the Faculty Facebook Page. Click through rates were initially high but as the campaign went on, they leveled out at between 0.02 and 0.03%, the average for Facebook. Results for some of the campaigns are as follows: http://mmgt.econ.usyd.edu.au/85Broads nd th 2 July – 9 July 2008 Imp. Clicks CTR (%) Avg. CPC ($) Avg. CPM ($) Spent ($) Time Spent on Bounce Rate Landing Page 139,076 25 0.02 0.88 0.16 21.90 01:54 44.12% http://mmgt.econ.usyd.edu.au/cemsmim th st 27 July – 1 December 2008 Imp. Clicks CTR (%) Avg. CPC ($) Avg. CPM ($) Spent ($) Time Spent on Bounce Rate Landing Page 473,844 129 0.03 0.33 0.09 42.77 08:14 71.79% Facebook – Social Networking On the Student Launch event listing, 318 said they would attend the event, 64 maybes and 103 no with 73 invitees not replying. There were 5 wall posts for the event. Having so many ‘awaiting reply’ indicates that visitors shared this event with their friends. Email communication via Facebook lead to 273 visits to the website. Avant Card “This card looked great in our displays but the best thing was the excellent response that it received. Notably good response throughout the Inner West. A fast mover.” Requested distribution quantity: 7,000. Actual distribution quantity: 13,830 st There were 27 visits to the website via unique URL (http://mmgt.wcon.usyd.edu.au/avant) to October 31 . Author: Danielle Warby Online Marketing Coordinator Faculty of Economics and Business University of Sydney d.warby@econ.usyd.edu.au | 02 9114 1136 Date: 23 March 2009
  8. 8. Student Launch Party – You’ve been shot! There have been 896 visits to the photo page on the Manager of Management website since the Student Launch to date with 20 tags and 1 comment on the Faculty Facebook Page. Other Communications Of our other communications that were easiest to measure, we obtained the following web visits to unique URLs: • Posters on campus: 3 • Advertising on Campus: 21 • Powerpoint presentation to students during lectures: 35 There were no direct visits to the website from the unique URLs used in our print advertising though this method of measurement is unreliable. Master of Management Questionnaire Local Students (16) International Students (17) How did you find out about the Master of Management How did you find out about the Master of Management Program? Program? 3 • USYD Website 81% (13) • USYD Website 47% (8) • Facebook 19% (3) • Word of Mouth 24% (4) • Student Launch 19% (3) • Recommendation 18% (3) • MyUni Portal 13% (2) • Google Search18% (3) • WOM 6% (1) • Facebook 18% (3) • SMH 6% (1) • MyUni Portal 6% (1) • SIO 6% (1) • SIO 6% (1) • Posters on Campus 6% (1) • Posters on Campus 6% (1) In which Country are you a member with Facebook? In which Country are you a member with Facebook? • Australia 69% (11) • Norway 18% (3) • Canada 12% (2) If you found out about MMGT via Facebook what method? • Colombia 6% (1) • Facebook Ad 13% (2) • Netherlands 6% (1) • FB Message 6% (1) • UK 6% (1) • Italy 6% (1) Favourite Website? • Australia 6% (1) • Facebook 35% (4) • USA 6% (1) • Google 6% (1) • Germany 6% (1) • Yahoo 6% (1) • China 6% (1) • Bbc 6% (1) • Hungary 6% (1) • Kryon.com 6% (1) If you found out about MMGT via Facebook what method? • RiaNovsti 6% (1) • Google reader 6% (1) • FB Ad 12% (2) • Both Ad and Message 6% (1) Frequently read newspapers? Favourite Website? • SMH 75% (12) • AFR 38% (6) • Google 18% (3) • The Australian 13% (2) • BBC 18% (3) • Sunday Telegraph 6% (1) • Google Maps 6% (1) • Le Monde International 6% (1) • Sydneyspy.com 6% (1) • Daily Telegraph (UK) 6% (1) • Facebook 6% (1) • Gulf News (UAE) 6% (1) • Orkut 6% (1) • Financial Times (Asia) 6% (1) • Cnbc.com 6% (1) • Lemonde.fr 6% (1) 3 We did not distinguish between USYD, E&B or MMGT sites Author: Danielle Warby Online Marketing Coordinator Faculty of Economics and Business University of Sydney d.warby@econ.usyd.edu.au | 02 9114 1136 Date: 23 March 2009
  9. 9. Recommendations Facebook Page Continue to build the Faculty Facebook page, find ways to better engage students so they are more receptive to messages. I would like to see student ambassadors or student bloggers take over the role of communicating with other students on Facebook. There was no negative feedback from the communication but the interaction would improve if students were not communicating with University staff. The Faculty Facebook page needs to be continually updated and could be better utilised to improve student engagement and add value especially when integrated with student blogs and updated regularly with events. Facebook Social Ads It’s becoming increasingly important to be more creative with Social Ads and target them more specifically to get the desired results. The campaign was also more expensive than was necessary. Email Marketing It’s clear that a more organised approach to email marketing needs to be adopted; there was some difficulties reaching students from other Faculties and the process does not appear to be standardised in the Faculty. We could better use email combined with a Customer Relationship Management system to make better use of email. Launch Party Attendance was low though at 1/3 of Facebook RSVPs, about what was expected. Despite using a current band and DJs with free food and alcohol, the event did not have the number of attendees hoped for. I would suggest if an event was to be staged in the future to seek student suggestions or involve them in the process of creating the event. Student Questionnaire Survey more than just accepted students. Ask them to fill out questionnaire in the interview as these results were with too small a sample. Print Advertising Online played a massive role and while it’s clear that the majority of our local prospective students read the SMH, a very small relative number actually saw the ad there. I would suggest it’s not worth the cost and good PR combined with online communications would be a better approach for this demographic. Author: Danielle Warby Online Marketing Coordinator Faculty of Economics and Business University of Sydney d.warby@econ.usyd.edu.au | 02 9114 1136 Date: 23 March 2009
  10. 10. Master of Management Creative Danielle Warby
  11. 11. Master of Management Creative Website Home page mmgt.econ.usyd.edu.au Designer: Danielle Warby Online Marketing Coordinator Faculty of Economics and Business University of Sydney d.warby@econ.usyd.edu.au | 02 9114 1136 Date: 22 January 2009
  12. 12. Launch Party Landing page Designer: Danielle Warby Online Marketing Coordinator Faculty of Economics and Business University of Sydney d.warby@econ.usyd.edu.au | 02 9114 1136 Date: 22 January 2009
  13. 13. Post Party Splash Page Designer: Danielle Warby Online Marketing Coordinator Faculty of Economics and Business University of Sydney d.warby@econ.usyd.edu.au | 02 9114 1136 Date: 22 January 2009
  14. 14. Post Party Photo and Video Page mmgt.econ.usyd.edu.eu/photos Designer: Danielle Warby Online Marketing Coordinator Faculty of Economics and Business University of Sydney d.warby@econ.usyd.edu.au | 02 9114 1136 Date: 22 January 2009
  15. 15. Photographer Calling Card Beer Coaster Designer: Danielle Warby Online Marketing Coordinator Faculty of Economics and Business University of Sydney d.warby@econ.usyd.edu.au | 02 9114 1136 Date: 22 January 2009
  16. 16. Postcard Designer: Danielle Warby Online Marketing Coordinator Faculty of Economics and Business University of Sydney d.warby@econ.usyd.edu.au | 02 9114 1136 Date: 22 January 2009
  17. 17. Bag Designer: Danielle Warby Online Marketing Coordinator Faculty of Economics and Business University of Sydney d.warby@econ.usyd.edu.au | 02 9114 1136 Date: 22 January 2009
  18. 18. Advertisement in the Metro Video Designer: Danielle Warby Online Marketing Coordinator Faculty of Economics and Business University of Sydney d.warby@econ.usyd.edu.au | 02 9114 1136 Date: 22 January 2009
  19. 19. Posters Designer: Danielle Warby Online Marketing Coordinator Faculty of Economics and Business University of Sydney d.warby@econ.usyd.edu.au | 02 9114 1136 Date: 22 January 2009
  20. 20. Designer: Danielle Warby Online Marketing Coordinator Faculty of Economics and Business University of Sydney d.warby@econ.usyd.edu.au | 02 9114 1136 Date: 22 January 2009
  21. 21. T-Shirts Designer: Danielle Warby Online Marketing Coordinator Faculty of Economics and Business University of Sydney d.warby@econ.usyd.edu.au | 02 9114 1136 Date: 22 January 2009
  22. 22. Facebook Launch Party Event Listing Designer: Danielle Warby Online Marketing Coordinator Faculty of Economics and Business University of Sydney d.warby@econ.usyd.edu.au | 02 9114 1136 Date: 22 January 2009
  23. 23. Faculty Page Designer: Danielle Warby Online Marketing Coordinator Faculty of Economics and Business University of Sydney d.warby@econ.usyd.edu.au | 02 9114 1136 Date: 22 January 2009
  24. 24. Facebok Advertising Designer: Danielle Warby Online Marketing Coordinator Faculty of Economics and Business University of Sydney d.warby@econ.usyd.edu.au | 02 9114 1136 Date: 22 January 2009
  25. 25. Event Signage Designer: Danielle Warby Online Marketing Coordinator Faculty of Economics and Business University of Sydney d.warby@econ.usyd.edu.au | 02 9114 1136 Date: 22 January 2009
  26. 26. Other Artwork • Banner ad for eBull (flash) • Yo-Yo • Drink Bottles Designer: Danielle Warby Online Marketing Coordinator Faculty of Economics and Business University of Sydney d.warby@econ.usyd.edu.au | 02 9114 1136 Date: 22 January 2009

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