“Wisdom with Western”
The main purpose of our strategy is to promote westerncreatives as a community that generates and develops engagement in Western Sydney’s University’s Creative Programs in screen media, creative industries, advertising, production and journalism. In order to achieve this, Authentic Communications will introduce the “Wisdom with Western” campaign. Because WesternCreatives is targeting future students both domestically and internationally, our strategy is to promote Western Sydney University’s CI Stream by sharing real stories of alumnis and students to the community.
The fundamental of our tactics and strategy aligns with Western Sydney as their overall objective is to “build a sense of community and aid retention”.
With our research, it has helped Authentic Communications bring to life a multi-channel marketing campaign with a focus of implementing word-of-mouth marketing, physical touch point marketing and social media marketing strategy.
The hashtag and phrase “Wisdom with Western” is derived from the different pathways of our WSU community where members and students of WSU share the relevance of Creative Industries in their lives and explain why these individuals have a valuable experience at Western Sydney University leading up to where they are now.
This innovative campaign will compromise two main elements
- Increase awareness of ‘Wisdom with Western’ and share the importance of Creative Industries.
2. Encourage and promote future students including domestic and international students to enrol in our creative programs.
These two main elements are relevant as it aligns with the brief and current strategic framework. It is crucial that this campaign highlights Wisdom with Western as ‘creatively aligned’ and promotes a diverse, fun, and energetic creative industry
Social Media Marketing
In the past two years in June, @westerncreatives initiated their Instagram page which has a small following. Authentic Communications wants to expand on this platform by publishing Wisdom with Western series each week via Facebook, LinkedIn. Instagram and Twitter that sways away from hard selling of programs and more students on the posts. For this reason, the use of hashtags #Wisdomwithwestern and #WEsternTalks will benefit click view rates, and boost the posts engagement and reach (Hootsuite, 2022). Showcasing and publishing these activities of the current WSU student’s stories and Alumnis provide an insight towards our target audience to attract future students. This rebranding of @westerncreatives Instagram account can improve direct engagement to its followers.
WHAT’S YOUR FAVOURITE PLATFORM?
Physical touch point marketing
Our WWW Creative Forum Event is an effective tactic to encourage future student’s attention. The end goal is to stir customer loyalty, building brand awareness and enhancing western creatives’ reputation. With existing members of WSU CI’s and our special guests including Rebekah Manibog and Patrick Rodgers gives further encouragement and insight through the lens of their experiences and creative endeavours. This stimulates a realistic, fun, energetic and cool tone of our campaign showing an exciting opportunity.
Word of mouth marketing
By being present to the community this can help achieve our campaign through word-of-mouth marketing. To interact and engage with our target audience, this campaign can occur during Open Days with Q&A sessions that cater to high school students considering of studying creative industries at WSU.
References
Hootsuite. (2022). How to Use Hashtags in 2022: A Guide for Every Network. Hootsuite. https://blog.hootsuite.com/how-to-use-hashtags/.
Hootsuite.com. (2022). Grow your reach and get more business with social media. https://hootsuite.com/billing/create-account?plan=PROFESSIONAL_PLAN.
Hootsuite. (2022). Pick the plan that’s right for you. https://www.hootsuite.com/en-gb/plans?fbclid=IwAR2Y4nKjL-nIYC_waEBG6dxzVyddUw0uaQ-wYUtxhMuW4-WVI39haPrCYs4.
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