Challenge One – Open Day Campaign
The Griffith University Open Day is a key event for the institution to welcome potential students and drive economic growth. Griffith University briefed JSAcreative to create a revitalised Open Day campaign that would drive brand awareness and see increased attendance in 2017.
We started by developing creative that was contemporary, yet remained in line with Griffith’s traditional brand look and feel. We then delivered an integrated campaign across a range of outdoor, press digital media and social including billboards, adshels, full and half page press ads, radio, Facebook and Instagram, page take-overs, a full suite of display ads and music streaming service Spotify. This creative delivered punchy messages that spoke to the advantages of enrolling at Griffith, including ‘Ranked in the top 3% of Universities Globally’, ‘Trimesters let you take control’, and ‘Take control of your study’.
Challenge Two – Student Recruitment Campaign
In addition, we were asked to oversee the campaign management of Griffith’s 2017 student recruitment program for each of their individual academic fields. In doing so, this would require us to create a number of individualised campaigns specifically tailored to promote a particular area of study within that academic field.
A similar multi channel advertising approach to the Open Day Campaign was taken for the student recruitment campaign, which saw the development of campaign specific messaging and creative relevant to each academic field, from Education to Engineering and beyond, as well as recruitment for Griffith’s Higher Degree Research program.
Outdoor, print and digital advertising concepts were developed with the addition of attention grabbing, branded designs suitable for social media. Scripted messages were also created and recorded for delivery on radio, and leaderboards and screen takeovers developed for the highly popular music streaming service, Spotify. This integrated approach to media served to provide greater reach, tailored specifically to the student demographic.
Griffith University reported increased levels of attendance to their Open Day across all campuses and positive feedback from those visiting on the day. The student recruitment campaign also saw higher levels of engagement YoY, including impressive click through rates for ads and a spike in organic and direct traffic to the Griffith University website, resulting in exceeding their admission targets.