Jessica Sullivan University of Newcastle Student Communications Portfolio
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Together with my team I developed a coordinated approach to communications at the University of Newcastle and this presentation provides a summary of this work.
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Jessica Sullivan University of Newcastle Student Communications Portfolio
- 2. Student Communications Journey Timing 2010 – Prior to establishment of Student Comms function Semester 1, 2011 Student Comms function established Semester 2, 2011 Semester 1 and 2, 2012 Summary of approach No calendar Single channels Inconsistent language, tone and style Calendar established Weekly creative Single business owner Web page designed and developed in-house Individual comms plan for SAS 3 week integrated creative campaign Message coordinated across multiple business owners Web page designed externally and developed in-house Facebook and Twitter added to integrated approach Integrated campaigns Single source of truth for all- student communication - Experience Newcastle Semester based proactive campaigns Cooperative traffic (channels direct students interested in a message, who then receive the added value of seeing other relevant messages) Page Views No measurement 2,000 page views per cycle 6,000 page views per cycle 25,000 page views per semester Engagement One way communication One way communication Resource intensive (creative/ development) Highly engaged – commenting on, liking and sharing stories (two way communication) Examples
- 3. 3 July 1, 2013 SEEWP PROJECT SHOWCASE – STUDENT COMMUNICATIONS 2012 | www.newcastle.edu.au STUDENT COMMUNICATION CHANNELS:
- 4. AN INTEGRATED APPROACH: EXPERIENCE NEWCASTLE CYCLES 4 July 1, 2013 SEEWP PROJECT SHOWCASE – STUDENT COMMUNICATIONS 2012 | www.newcastle.edu.au
- 5. AN INTEGRATED APPROACH: EXPERIENCE NEWCASTLE 1. Website • The key communications channel for all students. • A collection of information from over 60 business owners across the University • Grouped into four key communication cycles across the semester • Promoted across multiple channels managed by the team • Encourages students to engage with the content through social media 5 July 1, 2013 SEEWP PROJECT SHOWCASE – STUDENT COMMUNICATIONS 2012 | www.newcastle.edu.au
- 6. CHANNELS (contd) • HTML emails: – Sent to all students at the start of each communication cycle encouraging them to engage with the new content on Experience Newcastle – Significantly reduces the number of emails students are receiving by coordinating content into a professionally designed email • Social media: – Social Media channels are integrated with Experience Newcastle content through Facebook (posts, comments, shares, likes), Twitter and YouTube videos. • Digital signage: – By December 2012, there will be a total of 49 TV screens across • Callaghan • Central Coast • City • The Conservatorium • Sydney campuses • The team is also sending displays to TAFE Port Macquarie for promotion on their network. - The signage network is used to drive students to Experience Newcastle - A centralised approach where business owners send their information/slides to one central point - The team has provided support to business owners by writing guidelines, training manuals, and easy-to-use templates for the signage network as well as general communication advice. 6
- 7. INTEGRATED COMMUNICATION: PROMOTION OF THE STUDENT FEEDBACK ON THE UNIVERSITY OF NEWCASTLE SURVEY 7 July 1, 2013 SEEWP PROJECT SHOWCASE – STUDENT COMMUNICATIONS 2012 | www.newcastle.edu.au
- 8. INTEGRATED COMMUNICATION: PROMOTION OF A SAAF FUNDED PROJECT 8 July 1, 2013 SEEWP PROJECT SHOWCASE – STUDENT COMMUNICATIONS 2012 | www.newcastle.edu.au
- 9. The integrated model supports ongoing and return traffic to Experience Newcastle. Spikes in traffic are driven by key communication pieces such as HTML emails and Facebook posts. 9
- 10. 10 July 1, 2013 SEEWP PROJECT SHOWCASE – STUDENT COMMUNICATIONS 2012 | www.newcastle.edu.au EVALUATION OF STUDENT COMMUNICATION CHANNELS:
- 11. Experience Newcastle From February 2012 to November 2012, the Experience Newcastle site received 49,291 page views and 35,653 unique page views, which ranks the site as the 37th most visited page on the www.newcastle.edu.au web site. 11 July 1, 2013 SEEWP PROJECT SHOWCASE – STUDENT COMMUNICATIONS 2012 | www.newcastle.edu.au
- 12. HTML Emails In 2012, email, in the main, has been coordinated through the team into a multi-item, collaborative piece, sent to 37,271 enrolled students at the beginning of each Experience Newcastle cycle. This is a total of eight emails sent to the all- student email list 14% of 2012 traffic to Experience Newcastle (6,717 visits) has been from students clicking through to view further information from the eight HTML emails. Based on over 200 pieces of content written for Experience Newcastle in 2012 and the collaborative approach to sending multiple messages in a single student email, we believe there to be an estimated 54% reduction in the number of emails students receive from the University in a year. 12 July 1, 2013 SEEWP PROJECT SHOWCASE – STUDENT COMMUNICATIONS 2012 | www.newcastle.edu.au
- 13. Social Media – Facebook likes Facebook is the most successful channel for communicating with students. In September 2012, an incentive campaign was launched, significantly increasing likes during the campaign period by 66% to 41 likes per day (total likes during campaign period of 54 days: 2228). The chart illustrates the steady increase in Facebook likes following the initial launch campaign in July – September 2011. 13
- 14. Social Media – Facebook reach An important outcome of increasing the UoN Students Facebook fan base has been the positive impact on reach. Total reach is the number of unique individuals who have seen any content related to the Facebook Page. As an individual student likes or interacts with the page, it also displays in the newsfeed of their friends. As the fan base has grown, reach has also increased by an average of 51%. The below chart shows the increase in reach since September 2011. 14
- 15. Social Media – Facebook engagement Working with 67 stakeholders across the University, and ensuring the content is exciting and encourages response is key to increasing engagement. Weekly engagement and people talking about the page has increased from an average of 136 comments, likes and shares a week, to an average of 239. This is an increase in engagement of 43%. The below chart shows the increase in engagement since Sept 2011. 15
- 16. Social Media – Facebook Win A VIP Experience In September 2012, a new incentive campaign was launched, significantly increasing likes during the campaign period by 66% to 41 likes per day (total likes during campaign period of 54 days: 2228). 16 July 1, 2013 SEEWP PROJECT SHOWCASE – STUDENT COMMUNICATIONS 2012 | www.newcastle.edu.au
- 17. Digital Signage In 2012, an estimated 250 different digital slides have displayed unique messages to students over up to 49 TVs, lecture theatres and screensavers. The key call to action with the all-student digital signage messages is “visit www.newcastle.edu.au/experience for more info”. 74% of traffic to Experience Newcastle in 2012 has come either direct to the page or through Google search. We can assume that the signage is responsible for driving considerable traffic. In a survey of 100 students at Ourimbah and Callaghan, 42% said they, “Noticed the information on TVs, computer screens and lecture theatre screensavers”. 17 July 1, 2013 SEEWP PROJECT SHOWCASE – STUDENT COMMUNICATIONS 2012 | www.newcastle.edu.au
- 18. 18 July 1, 2013 SEEWP PROJECT SHOWCASE – STUDENT COMMUNICATIONS 2012 | www.newcastle.edu.au SUMMARY
- 19. Whilst the 2012 Student Feedback on the University of Newcastle (SFUN) survey results are not yet available to provide a detailed view on awareness and knowledge of services, the Student Communications team have clearly delivered on the key objectives of the 2011 Communications Plan. • Deliver a calendar of communication to coordinate timing of student communication through an integrated campaign with four key cycles per semester based on the student diary • Align the content of communications with a consistent language, tone and style through clear guidelines, stakeholder support and all messages uploaded through Experience Newcastle • Support areas across the institution to improve communication with students by providing strategic advice and assistance on planning, channels and messaging • Develop robust and effective communication channels and processes as highlighted throughout this presentation • Move from broadcasting information to engaging students through social media and integration of social media into Experience Newcastle • Implement proactive campaigns that celebrate University strengths in key communication cycles in Experience Newcastle and Win a VIP Experience on UoNStudents Facebook page • Establish evaluation processes and Student Communication Forum as highlighted in this presentation • Improve staff communication through updates on the channels and their effectiveness at the M&PR hosted Marketing Network Group and utilising staff channels such as In the Loop The 2011 Communication Plan outlined: If we are successful, students may begin to listen and interact with the University, allowing us to build an ongoing relationship with our student body. 19 July 1, 2013 SEEWP PROJECT SHOWCASE – STUDENT COMMUNICATIONS 2012 | www.newcastle.edu.au
Editor's Notes
- Integration of the various social media channels provides stakeholders with an opportunity to engage with a larger audience, have two-way conversations with students, and build a sense of community.
- Incentives for the recent “Win a VIP Experience” campaign included weekly prizes of a lunch at the Bar on the Hill, Campus Central, Central Coast and arrangements were also made for Port Macquarie and Sydney for a UoN student and 3 friends; and larger prizes of a three month gym membership and a private outdoor cinema party for a student and 30 of their friends at the Derkenne Courtyard, Shortland Building. To enter this competition, first, students of UoN had to “like” the Facebook page and nominate friends to attend the weekly prize lunch (who would also need to “like“ the page). Multiple entries were available per week through coupon codes, that were handed out either physically across campuses by “Tom Thumb” – the teams Facebook ambassador – or hidden in specific Experience Newcastle content pieces, helping drive further traffic to important content on the site. Where relevant, the Student Communications team were able to support key initiatives of the University, such as incentivising participation in the Student Feedback on the University of Newcastle (SFUN) 2012 survey, by offering out an additional 20 coupon codes for students that completed the survey. Further detail on the alignment between student communication channels, the strategy, and specific stakeholder needs are included in Section 5, Case Study 1. The example posts on this page show winners of a weekly VIP lunch at the Central Coast campus, and Tom Thumb handing out coupons at Port Macquarie and the Auchmuty Library. The overarching goal of the campaign was to increase awareness of the Facebook channel and increase the student audience in this important and engaging channel.
- It is important to note that there are approximately 40,000 pages on the www.newcastle.edu.au web site, highlighting the value of appearing in the top 50 pages of the site. It is also worth noting that when looking at the top 50, many of the most visited sites are default landing pages (i.e. all staff see the Staff Landing page when they access the internet) or specific log in or search pages (such as NUmail, the library, staff directory, blackboard), whereas Experience Newcastle is a ‘destination-style’ page users have to navigate to.
- A minimum of 100 less emails would be sent based on content being on Experience Newcastle. This is a conservative estimate.
- Comparing 7-month period September 2011 – March 2012 to April 2012 – October 2012
- The team have been working hard at this and comparing the 7-month period September 2011 – March 2012 to April 2012 – October 2012,
- Incentives for the recent “Win a VIP Experience” campaign included weekly prizes of a lunch at the Bar on the Hill, Campus Central, Central Coast and arrangements were also made for Port Macquarie and Sydney for a UoN student and 3 friends; and larger prizes of a three month gym membership and a private outdoor cinema party for a student and 30 of their friends at the Derkenne Courtyard, Shortland Building. To enter this competition, first, students of UoN had to “like” the Facebook page and nominate friends to attend the weekly prize lunch (who would also need to “like“ the page). Multiple entries were available per week through coupon codes, that were handed out either physically across campuses by “Tom Thumb” – the teams Facebook ambassador – or hidden in specific Experience Newcastle content pieces, helping drive further traffic to important content on the site. Where relevant, the Student Communications team were able to support key initiatives of the University, such as incentivising participation in the Student Feedback on the University of Newcastle (SFUN) 2012 survey, by offering out an additional 20 coupon codes for students that completed the survey. Further detail on the alignment between student communication channels, the strategy, and specific stakeholder needs are included in Section 5, Case Study 1. The example posts on this page show winners of a weekly VIP lunch at the Central Coast campus, and Tom Thumb handing out coupons at Port Macquarie and the Auchmuty Library. The overarching goal of the campaign was to increase awareness of the Facebook channel and increase the student audience in this important and engaging channel.
- Incentives for the recent “Win a VIP Experience” campaign included weekly prizes of a lunch at the Bar on the Hill, Campus Central, Central Coast and arrangements were also made for Port Macquarie and Sydney for a UoN student and 3 friends; and larger prizes of a three month gym membership and a private outdoor cinema party for a student and 30 of their friends at the Derkenne Courtyard, Shortland Building. To enter this competition, first, students of UoN had to “like” the Facebook page and nominate friends to attend the weekly prize lunch (who would also need to “like“ the page). Multiple entries were available per week through coupon codes, that were handed out either physically across campuses by “Tom Thumb” – the teams Facebook ambassador – or hidden in specific Experience Newcastle content pieces, helping drive further traffic to important content on the site. Where relevant, the Student Communications team were able to support key initiatives of the University, such as incentivising participation in the Student Feedback on the University of Newcastle (SFUN) 2012 survey, by offering out an additional 20 coupon codes for students that completed the survey. Further detail on the alignment between student communication channels, the strategy, and specific stakeholder needs are included in Section 5, Case Study 1. The example posts on this page show winners of a weekly VIP lunch at the Central Coast campus, and Tom Thumb handing out coupons at Port Macquarie and the Auchmuty Library. The overarching goal of the campaign was to increase awareness of the Facebook channel and increase the student audience in this important and engaging channel.
- Incentives for the recent “Win a VIP Experience” campaign included weekly prizes of a lunch at the Bar on the Hill, Campus Central, Central Coast and arrangements were also made for Port Macquarie and Sydney for a UoN student and 3 friends; and larger prizes of a three month gym membership and a private outdoor cinema party for a student and 30 of their friends at the Derkenne Courtyard, Shortland Building. To enter this competition, first, students of UoN had to “like” the Facebook page and nominate friends to attend the weekly prize lunch (who would also need to “like“ the page). Multiple entries were available per week through coupon codes, that were handed out either physically across campuses by “Tom Thumb” – the teams Facebook ambassador – or hidden in specific Experience Newcastle content pieces, helping drive further traffic to important content on the site. Where relevant, the Student Communications team were able to support key initiatives of the University, such as incentivising participation in the Student Feedback on the University of Newcastle (SFUN) 2012 survey, by offering out an additional 20 coupon codes for students that completed the survey. Further detail on the alignment between student communication channels, the strategy, and specific stakeholder needs are included in Section 5, Case Study 1. The example posts on this page show winners of a weekly VIP lunch at the Central Coast campus, and Tom Thumb handing out coupons at Port Macquarie and the Auchmuty Library. The overarching goal of the campaign was to increase awareness of the Facebook channel and increase the student audience in this important and engaging channel.