FedUni and Publicis CUBED Win Top Award
Federation University Australia (FedUni) and data-driven marketing communications agency Publicis CUBED have won a prestigious education award for their campaign called The Federation Generation.
The Association of Tertiary Education Management has awarded the campaign with the Award For Excellence in Marketing, Communication and Public Relations.
Federation Generation was a multi-channel, multi-phased campaign created for FedUni’s 2015/16 national recruitment drive. The campaign was designed to convey the uniqueness of FedUni as a tertiary institution. The communications platform reflected the attitude and mindsets felt by the university’s current students, alumni, staff and prospective students.
The campaign was devised by Publicis CUBED to drive enrolments and to address some specific factors that were potential barriers to people considering FedUni as a first choice for their tertiary education. First was low brand awareness; second was a perception that ‘metro is best’ in terms of quality education and third was to have a clear voice when many other universities have larger marketing budgets than FedUni.
“This award is a great honour for the University and for our marketing agency Publicis CUBED,” said Jamie McDonald, FedUni’s Director of Marketing, Advancement and Community Engagement. “It is a tribute to our very successful Federation Generation student recruitment campaign that was rolled out in print, television, cinema, radio, online and billboards. It resulted in very strong student enrolments for us at our Ballarat, Gippsland and Wimmera Campuses.”
Mr McDonald added: "It is outstanding recognition of the University and the talent of FedUni's marketing and public relations team to be recognised by this national award.”
In the first semester the campaign aired, enrolments for 2016 first semester were 8% above target across the University with the Gippsland campus exceeding expected enrolments by 26%.
Target market for the campaign included school leavers (Years 11 and 12), mature age students, staff and alumni.
Mike Chuter, Managing Director of Publicis CUBED said: “We are an agency that is focused on delivering real results for our clients. With our long history and partnership with FedUni, we’re delighted to share in this outstanding recognition.”
See a sample of the campaign at: www.youtube.com/watch