#MAKE YOUR

MELBOURNEMOVE

MAKE YOUR SMART SOCIAL FUN STRATEGIC MOVE

CAMPAIGN OBJECTIVES

Increase SEA students’ knowledge and understanding of the University of Melbourne

Build positive affect towards studying at the University of Melbourne and moving to Melbourne

Increase brand awareness and resonance with SEA students

TARGET AUDIENCE

Postgraduate students

from South East Asia (SEA)

#MAKE YOUR

MELBOURNEMOVE

MAKE YOUR SMART SOCIAL FUN STRATEGIC MOVE

STRATEGIES & TACTICS

SOCIAL MEDIA TAKEOVER

#ASKMEANYTHING WEBINAR SERIES

#HOWTO VIDEO SERIES

360◦ PHOTO CAMPUS TOUR

SOCIAL MEDIA TAKEOVER

WHAT

• Depicting ‘day in the life’ of current international

graduate students

WHO

• Spokespeople including current international graduate

students, esp. SEA students

WHY

• Actively demonstrate students’ day–to-day lives

• Show how easy and fun it can be to adapt to a new

study location

SMART SOCIAL FUN

#ASKMEANYTHING WEBINAR SERIES

WHAT

• Webinar series with live tweets

• Audience can ask Qs to university spokespeople

• Receive answers in real time

WHO

• Alumni in varied industries

• Faculty representatives

WHY

• Improve access to relevant information

• Provide content tailored to audience’s needs

• Minimize perceived risk of making the Melbourne Move

• GSA representatives

• Society representatives

SMART SOCIAL FUN STRATEGIC

#HOWTO VIDEO SERIES WHAT

• Depicting ‘how to’ engage with different elements of university

WHO

• Same spokespeople used in Social Media Takeover

WHY

• Improve access to information by directing audiences to

Melbourne University/Discover/International Students websites

• Simplify information

SOCIAL STRATEGIC

360◦ PHOTO CAMPUS TOUR

WHAT

• Campus tours using FB 360◦ photos

• Each location ties in one of the ‘Moves’

• e.g. South Lawn = FUN, Baillieu Library = SMART

WHO

• Same spokespeople, staff-generated

WHY

• Help students visualise their Melbourne move and campus life

• Fun, stimulating, and engaging interaction with the campus

SOCIAL STRATEGIC

CHANNELS

Website FREQUENCY

SOCIAL MEDIA TAKEOVER

x x4-5 stories per day, 1x week-long series

per fortnight

#ASKMEANYTHING WEBINAR SERIES

x x x x x60 minute webinars,

posted monthly

#HOWTO VIDEO SERIES

x x x3-4 days per week

throughout campaign

360° PHOTO CAMPUS TOUR

x x x1x per week

throughout campaign

BUDGET

THANKS FOR LISTENING