MARC 2.0

Krystle Hall, Campaign Officer

The burning question on everyones lips is surely ‘what have you been up to?,’ well …For UCMK and Pre-Clearing campaigns I have been updating the copy to keep our adverts fresh, tracking activity and adjusting targeting to optimise return; I have also obtained media quotes and put together a plan for additional advertising throughout May to boost applications.

I have just finished budgeting and planning the Clearing plan options and written my proposal. Once a verdict has been reached I can begin scheduling. In the meantime I have been working with our design agency to progress the artwork, organising students, location etc. for the photo shoot and arranging 3 methods of testing to ensure that the final design reflects our student body. I try to get as much student input as possible, with a student centric approach.

Having been at the University for a year now I have been reflecting on the campaigns cycle, having come back around to Clearing again, my very first campaign at the University. We are a busy, hardworking team and if you read this blog regularly you’ll know that we turnover an unbelievable amount of work; the Marketing Team is small but mighty. What makes us successful is the passion that we have for our field; our eyes and ears are always open to competitor and wider advertising trends. It is also the pride that we take in our work and a willingness to go above and beyond to get the job done. We are always looking to develop our work, improve and excel.

The delivery of our corporate campaigns has come a long way in a mere year. With each campaign we have assessed the impact, the damage and rewired, reinforced; recalibrated. Questioning, how did we perform in the field? How did we stand up against the competition? Where is there further potential for growth? Investigating, tearing apart those answers, drilling down to each individual coil and spring. Gauging, welding, carving, pummelling.  The result…Let me introduce you to MARC 2.0.

• Featuring streamlined processes - Plans and schedules that span wider and deliver the optimum advertising platforms
• Enhanced targeting - Each individual platform delivered is based on location, interest, demographics, behavioural targeting to start.  We know where our audience is and how to reach them
• Improved tracking - With each campaign lessons have been learnt and we have been able to devise new tracking strategies. Google analytics has always provided a wealth of data but we have become smarter in the way that we use it; we’ve got the special tricks down. We are able to track a user’s journey across multiple platforms, as well as, tracking their onward journey online. This will provide greater insight into consumer behaviour allowing for more efficient advertising models. We have come up with new methods of tracking offline activity and are about to roll out a new and improved strategy for Clearing to enhance data capture.
• The latest marketing technology - We are using new, exciting platforms to reach and communicate with our audience in a new way
• Synergy - The channels that we use complement each other and are fully integrated to enhance the user experience and strengthen brand power
• Competitor intelligence - With more knowledge and insight into competitor campaign scope and delivery
• Added shine - Our campaign artwork is slick, it’s polished with commercial finesse

 Slicker. Faster. Stronger. Smarter. MARC 2.0. Raising the bar!

 Krystle