ciswa 26th annual winter conference...angela beechey marketing manager, studyperth ... digital...
TRANSCRIPT
CISWA 26th Annual Winter ConferenceThursday 27 June, 2019
#LiveLearnLaunch #StudyPerthInAction
Angela Beechey
Marketing Manager, StudyPerth
What is the role of StudyPerth?
• Coordinate the marketing of the Western
Australian brand of international education
• Promote the collaboration and cooperation
between international education providers in
Western Australia
• Implement initiatives that focus on
enhancing the experience of international
students within Western Australia.
Strategic Themes
Broad Objectives
Commitments
Initiatives
Outcomes
The ACTION Plan
Initiatives and Outcomes
A small selection from the 16 Initiatives contained in the Action Plan
Community and social support for international students
Maintain, and, continually promote a sense of community and social support for
international students through a series of engagements and communications channels.
Community and social support for international students
By July 2019, an International Student Ambassador program for 2019-20 will
be established.
• Registrations opened 15 May; applications close 28 June.
• Selection process: 300-word written blog, creation of a 2-minute video and meeting with
StudyPerth staff.
• Ambassadors receive over $2,500 in PD from AIM WA, and will promote the benefits and
value of international education through face-to-face and online platforms.
• There will be a launch event on 19 July 2019 announcing the 10 Ambassadors for 2020.
In July 2019, a redeveloped website with rich student content, reflecting the
themes of Live-Learn-Launch, will be live.
• A new easy to navigate website will be launched and a student newsletter will be
developed to keep students, current and prospective, informed of the activities on in Perth.
Increase the reach of the Airport Welcome Desk
Undertake initiatives to increase the reach of the Airport Welcome Desk and provide
useful, relevant information, advice and merchandise consistent with the needs of
international students.
Increase the reach of the Airport Welcome Desk
By August 2025, the Welcome Desk will be the first point of contact for at
least 75% of new commencements, each calendar year.
• Jointly funded through the CoP, JTSI, sponsors and StudyPerth.
• Discussions being held with Perth Airport to expand the Welcome Desk service into T3 and T4,
commencing 2020.
• Expansion of operating weeks by one week for Semesters 1 and 2, and by two weeks for
Semester 3, equaling a total of 20 open weeks per year. This has already commenced and
StudyPerth is on target to reach out to 8,000 international students in 2019.
• Students get a warm friendly Welcome from volunteer Student Greeters who have been
trained in answering a range of questions new students may have on arrival. New students
also receive a welcome pack with information and other gifts to start them on their journey in
Perth.
Regional Advisory Panels (RAPs)
Establish and support Regional Advisory Panels (RAPs) for each priority region to plan joint
activities and campaigns, such as inbounds, outbounds and digital activities.
Regional Advisory Panels (RAPs)
By July 2019, RAPs for identified priority regions will be established.
• In April 2019 the China RAP met for the first time, with regular meetings booked over the
coming months.
• Further RAPs will be identified and formed for priority regions
Digital Marketing Campaign - Destination Perth
Establish a Digital Marketing Campaign: Destination Perth, promoting Perth as a first-
choice study destination in priority regions.
Digital Marketing Campaign - Destination Perth
From January 2019, as funding permits, plan, procure and manage a digital
marketing campaign for each priority region.
• StudyPerth has successfully launched and concluded the pilot campaign for Destination
Perth: Beyond Education and is currently reviewing the project and campaign reporting to
come to recommendations for phase 2.
• QS Research showed lack of brand
awareness for Perth in China
• First time ever, all five WA universities have
come together to form a project team and
create a digital destination marketing
campaign in second tier Chinese cities:
• Guangzhou
• Hangzhou
• Wuhan
• Nanjing
• Chengdu
• Xiamen
• Project managed by StudyPerth through a
digital agency.
Background
Deliverables
1. Brand Platform;
2. Toolkit of Collateral, Imagery etc;
reusable for future campaigns
Beyond Education:
• Better Lifestyle
Abundant Lifestyle
• Better Experience
Diverse Experience
• Better Opportunity
Infinite Opportunity
Brand Platform
24 hours in Perth
Economic Memes
Perfect study destination Cost-effective Top educationPromising futureConvenient Travel Safe and livable
Beyond a thousand books
Statistics
5m core
audience6 priority
cities
7 digital channels
>40mimpressions
>96k website page views
>260k social interactions
114% increase in Perth share of voice
? potential applicants
137 leadscaptured
Data from 12 March – 14 May 2019
THANK YOU