The target audience for the WisdomWithWestern campaign is both current and future students, both domestically and internationally, seeking to apply to university after completing high school. As it is a time where students gather information and shop around for the most suitable university and degree to study, this campaign will be highly efficient and effective to market the Western Sydney University Creative Industries degree. It will allow WSU to take advantage of a future students’ interest and motivation, through the creation of engaging and informative content.
Marketing efforts will be catered towards appealing to students, selling the experience and enticing them to apply. The campaign will give a glimpse into the twelve majors offered, through highlighting students and alumni of WSU’s experiences of studying a Creative Industries degree. In this instance, the campaign aims to express genuine recommendation from WSU students, as younger people look towards older and mature individuals for guidance in their decision making processes, as a result of their dependent nature. WisdomWithWestern is employed to be a guide for the younger generation, to assist them in locating the most suitable degree in line with their passions and interests.
According to Roy Morgan (2020), a spike in use of digital platforms was seen in young Australians. Therefore, the most suitable location to connect with the target market is social media.
When deciding which platforms to utilise, we must take in to account the most popular platforms, whilst also considering which specific ones will best communicate the WisdomWithWestern message, in order to achieve the outlined objectives. According to Guzman (2023), Facebook and Instagram are amongst the most popular social media platforms used by Australians, making them essential to adopt to carry out marketing activities.
Implementing Twitter and LinkedIn will assist to further maximise reach and deliver the desired message. These platforms can be considered as a point of connection for the target audience, to view the campaign, engage with content and can gain some insights surrounding the degree to influence them to apply.
Persona 1 (Domestic Student)
Meet Amy! Current Year 12 student.
Amy is a 17-year-old female, Australian born and of English background. She is currently in Year 12, enrolled at a Western Sydney high school, located in the suburb of Granville, where she resides at home with her family. Amy is currently preparing to complete the HSC. In her free time enjoys reading and practises her creative writing skills, with English being her favourite subject at school. She is currently on the hunt to locate a degree in line with her passion, where she can express her creativity and strengthen her writing abilities. The Creative Industries, Creative Writing major offered at WSU would be highly suitable for Amy.
Persona 2 (International Student)
Meet James! Current Year 11 student in Germany.
James is a 16-year-old male, German born. He is currently in Year 11, enrolled at a high school in Berlin, where he also resides. James’ favourite class is film and photography, a highly practical, where he can showcase his skills. In his free time he enjoys photography and filming short videos with his friends. He is looking towards locating a degree which will allow him to express his creativity and further develop his film making skills. The Creative Industries, Media Arts Production major offered at WSU would fall in line with James’ passion.
References
Guzman, J. (2023, March 15). Social Media Statistics for Australia. Meltwater.
https://www.meltwater.com/en/blog/social-media-statistics-australia
Morgan, R. (2020, May 5). Even before COVID-19, Young Australians were spending more time on the internet at home than watching TV or playing/talking to friends. Roy Morgan.
Authentic Communications 