DUNEDIN, Monday: The University of Otago credits Auckland agencies Fiftyfive-Five, Rainger & Rolfe, and Starcom for adding oomph to its research-led growth in 2020 enrolment applications.
Marketing director Todd Gordon said: “It’s going really well. Our application numbers are ahead of last year and ahead of expectations.
Gordon says there are many factors that drive student recruitment and it has been a team effort right across the university – but acknowledges that the change in marketing strategy and approach has helped.
“Whilst research has always played a major role here at the university, over the last year we’ve worked closely with Auckland strategic agency Fiftyfive-Five and doubled-down on marketing insights to understand the motivations and drivers of undergraduate and postgraduate audiences.
“The change in marketing strategy and approach has made a difference.”
We’ve also made an extra effort to ensure the learnings connect to campaign messaging and with the addition of fresh creative agency thinking – thanks to Rainger & Rolfe – the communications is having a big impact on our results.
“I should also point out we’ve evolved our channel strategy. This includes continuity with our strong digital and social presence, a faster more streamlined UX and we’ve looked to dial up some of our more traditional media channels – just to be absolutely sure the brand reaches the levels of awareness and visibility we need.
“This has also made a significant difference and for this we give huge thanks to Starcom.
“We don’t want to get ahead of ourselves but we’ve got a lot of interesting projects in the pipeline offering real potential and when combined with our progress to date, it’s pretty exciting.
“The University of Otago is a fantastic place for students and we’re looking forward to some fun years ahead. Watch this space.”
CREDITS
University of Otago: Todd Gordon, Shelley Winsor, Vicki Roach, Karlo Feliciano, Cara Duffy, Lucy Bell, Beth Ryan, Jenna Anderson, Jo van der Linden, Fran Wright
Rainger and Rolfe: Ant Rainger, Chris Long, Simon McKechnie, Lauren Plumb.
Starcom: Al Jamieson, Tamara Robinson, Alex Araya.
Fiftyfive-Five: Richard Hall, Steph Karayannis.
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