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FedUni and Publicis CUBED Win Top Award

Ryan Petie, CUBED Creative Director; Todd Walker, Deputy Vice-Chancellor (Engagement) at Federation University Australia; Jamie McDonald, Director of Marketing, Advancement & Community Engagement, Federation University Australia

Ryan Petie, CUBED Creative Director; Todd Walker, Deputy Vice-Chancellor (Engagement); Jamie McDonald, Director of Marketing, Advancement & Community Engagement.

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

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Welcome to the New Age of Nerdery

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Federation University Australia (FedUni) is one of the nation’s leading regional universities. However, with the university’s brand still in its infancy, the Faculty of Science & Technology (FoST) were tasked to attract prospective students to their two schools comprising three disciplines – IT, Engineering, and Science & Technology.

Low brand awareness, changes to entry requirements and a general perception that ‘metro is best’ were the main barriers to entry for the faculty. The challenge was to shift perceptions and increase enrolments for science and technology by making the subject more desirable.

FedUni’s strength in science and technology courses is a sign of its unwavering support for all science students and practitioners. We wanted to proudly wear our support on our sleeve with a campaign called Welcome to the New Age of Nerdery – challenging people’s perceptions of the sciences and those who study it. The campaign is a celebration, a story of triumph, and a movement to make geek chic again.

Comprising of Television, Outdoor, Online, Social Media, Radio, Print and Digital, the campaign resulted in an overall increase of 23% in applications to the faculty from the previous year. A significant achievement by any measure.

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The Stroke Foundation – Max’s Story

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In January the Stroke Foundation enlisted the help of Publicis CUBED to kick-off the first Cash Donor acquisition campaign of 2016. With the aim of building higher retention rates and generating larger gift donations, Publicis CUBED’s job was simple – produce a comms so compelling that audiences would donate generously to the deserving charity.

By turning the heart-breaking story of a baby stroke victim into a children’s illustrated book, Publicis CUBED pulled at the heartstrings of the audience with a story that was too hard to ignore. The DM pack along with an eDM, were distributed across Australia and showed people the shocking truth of Stroke, that it can affect people of any age, at any stage of their life.

The immediate target was to generate a response rate higher than 0.56% and so both Stroke Foundation and Publicis CUBED were delighted when the pack pulled in a response rate of 0.87%, 31% higher than aimed for.

 

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Man vs. Machine – The Debate to End All Debates

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ADMA, the Association for Data-Driven Marketing & Advertising, is the largest marketing body in Australia ­supporting and promoting excellence in data-driven marketing. To build awareness for their latest event, we were asked to create a campaign to promote ‘The Ultimate Industry Lunch’ ­– Man vs Machine, a debate over the merits of creativity versus data. The debate to end all debates starred industry heavyweights Steve Coll and Tony Davis fighting it out in epic proportions live from the Melbourne Arts Centre.

The challenge was to create a campaign that encapsulated the theatre of the debate and create enough excitement to encourage a sell-out event. The idea was to tap into traditional boxing promotions taking cues from the long-established ‘Fight Night’ poster to highlight the event’s ‘Man vs Machine’ topic.

The event resulted with over 250 people reserving their ringside seats to witness a knock-out blow.

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Bakers Delight

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With the aim of providing fast artwork solutions with quality and flair, Publicis CUBED has been working with the family favourite, Bakers Delight, to do just that.

Whether it’s been mince pies at Christmas or hot cross buns at Easter, Publicis CUBED have helped franchises across the breadth of Australia to shout about their delicious products to the audiences that love them.

Publicis CUBED provide a full studio service, nimble yet thorough, turning around artwork quickly to deliver results for the busy world of Bakers Delight.

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A Big Boost for FedUni

This Open Day, Federation University Australia and Publicis CUBED’s challenge was to increase attendance across both the Ballarat and Gippsland campuses.

To build greater awareness of FedUni and drive traffic to Open Day 2015, we delivered a range of event-specific communications and launched a multi-media campaign called the “Federation Generation” that coincided with the event. The aim was to alter the national mindset that metro-based universities are a better choice than their regional counterparts by championing the school’s unique regional spirit, breadth of exciting courses and top-quality teaching.

The idea behind the Federation Generation came out of the desire to unite the school’s diverse community of staff, students and graduates under one banner – and we did this through a celebration of their own achievements, values and beliefs.

The strategy proved a success, as both campuses saw a positive increase in numbers from previous years, with Ballarat receiving more than 10,000 attendees, and Gippsland campus attracting more than 2,200.

“We are delighted to have hosted so many eager Open Day visitors at our Ballarat and Gippsland campuses,” said Federation University Australia vice-chancellor David Battersby.

The University’s Open Day page also recorded 19,000 hits from August 1 – an impressive 100 per cent increase from the previous year.

The 12-month FedGen campaign includes television, press, radio, and outdoor, online and social media.

Watch the video for Open Day and the Federation Generation here:

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Where to find us

Cubed Communications

CUBED Communications

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Level 6, 28 Freshwater Place,
Southbank VIC 3006

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Phone: (03) 9685 3433
Fax: (03) 9685 3434

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News

20Sep

FedUni and Publicis CUBED Win Top Award

Federation University Australia (FedUni) and data-driven marketin...

6Jul

Welcome to the New Age of Nerdery

Federation University Australia (FedUni) is one of the nation’s...

5Jul

The Stroke Foundation – Max’s Story

In January the Stroke Foundation enlisted the help of Publicis CU...

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