Education Industry Market Update - May 2020
Swinburne - Let’s Do This Campaign
Brand Spotlight: University of Tasmania
Source: BigDatr, University of Tasmania, Upskill In Your Downtime, Newspaper, TAS Mercury, (May 9)
We've seen some really rich advertising content appearing across the market from Education brands over the last month: although the impact of COVID-19 has reduced face to face student time, many HE (Higher Education) institutions have grasped the opportunity to pivot their approach to acquisition.
The University of Tasmania has historically spent the majority of advertising dollars on Digital Display (unsurprisingly), with bursts of Out of Home and Newspaper to support key acquisition periods. Across April and May this year we see them play heavily in the online space tackling undergraduate student recruitment with their From Here You Can Shape The World campaign platform. With rich photography, and thoughtful text combine - with each faculty having a different look and feel.
Source: BigDatr, University of Tasmania, From Here You Can Shape The World, Digital, (May 29)
Simultaneously, throughout April the brand was also advertising Our Island Is Stronger Together - a message of support and comfort with pride for the island state. This messaging used Out of Home large format: proud, big and bold. University of Tasmania used its ~$2m advertising investment strategically by differentiating its message and intention tailoring this to suit the media format used.
Source: BigDatr, University of Tasmania, Our Island Is Stronger Together, Out of Home - oOh! Media, TAS (April 3 - May 2)
Other Things We've Spotted
Queensland University of Technology (QUT) has launched a topical campaign promoting its courses. Relevant when consumers may be looking at making their skillset more desirable and necessary during challenging times.
Swinburne Online's Let's Do This is punchy in its 15 sec capacity but hyper-relevant, reminiscent of Commonwealth Bank's recent advertising featuring video calls, live chat function and positivity.
No longer safe to run face to face events but this has not stopped Edith Cowan University promoting their virtual open day.