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The Network

News from UQ marketing and communications

University of Queensland


 18 December 2014

BA Advantage campaign  

The Faculty of Humanities and Social Sciences has this year run a cost-effective, all-digital Bachelor of Arts Advantage campaign that aligns with UQ’s overarching campaign, working collaboratively with OMC, Clemenger and MediaCom.

The creative focused on 40 majors and unlimited opportunities to design your degree, with seven appealing alumni profiles (including recent graduates) developed to illustrate the exceptional careers of UQ BAs. A 30 second video was also used on some channels.

With an initial investment of $100K, the campaign rolled out for four weeks in October on a range of channels heavily used by 15-17 year olds, from Facebook to Fairfax Digital, Moshtix and Yahoo7.

During this period, almost 25.7 million impressions were recorded for both the online display and social activity, at an extremely low eCPM of $2.44.

The campaign has performed well in driving traffic through to the website, with 10,679 landings to the campaign page, driven by the display components of the campaign. Display advertising recorded 6,679,343 impressions at an eCPM of $7.64.

This has resulted in 21,492 clicks, at a click-through rate of 0.32%; which is well above the industry average for standard banner click-through rates of 0.05%. The video ad formats resulted in 733,595 completed views at a cost per view of $0.06.

The faculty Facebook page also increased its ‘likes’ from 250 up to 3000+.

A further campaign will be run in December and January.

To enquire about the campaign, contact Lesley Whitteker, Senior Manager, Marketing and Engagement, Faculty of Humanities and Social Sciences on ext. 52632.

UQ’s social media engagement in 2014

This year UQ has significantly grown its social media presence across its corporate accounts on Facebook, Instagram and Twitter.

Some of the most popular Facebook posts capitalised on Obama’s visit to UQ, shared old images of the campus that past and current students could relate to, or invited students to share their photographs. We also began using Storify to compile posts from specific events into a single thread. Visit storify.com/uniofqld to view the story so far. 

A revision of the Twitter strategy led to an increase of more than 2000 followers this year. Livetweeting events such as the G20 Global Café, Great Court Race and President Obama’s speech helped achieve this. The team also began scheduling some of our more popular news stories and tweets from throughout the week to be republished on a Sunday, prompting another jump in engagement. Aside from President Obama’s visit, the most popular tweets usually featured photos around campus that included wildlife or nature.

We found the most successful Instagram posts used images that were visually striking, humorous or offered a unique perspective or exclusive access to UQ areas or events.

To promote events, initiatives or images on the UQ Facebook or Instagram pages, contact Lauretta Acharya.

To promote a news article, event or initiative on the UQ Twitter account, contact Katie Rowney.

Best practice social media guidelines for Facebook and Instagram are available from the OMC website here. Twitter guidelines can be found separately here.

Media over the Christmas period

Now is the time to show off some of the great talent the University has to offer, with media typically searching for story ideas over Christmas and the New Year.

Stories that can be linked to the holiday season are worth pitching during this quieter period. Perhaps you have a good idea regarding goal-setting, holiday safety, domestic violence, psychology, diets, present-giving or a cultural story.

If you think you know something that might be suitable, send drafts or contact Communications for a chat at communications@uq.edu.au or 3365 1120.


Science may never come up with a better office communication system than the coffee break. - US journalist Earl Wilson


Events and Training

Strategic Marketing 4 February–6 February 2015, Australian Institute of Management

Deep Dive Seminar
3 February 2015, Interactive Minds

Network News

School of Population Health name change in 2015

As of Thursday 1 January 2015, the School of Population Health will be changed to the School of Public Health. This change has been approved by the UQ Senate.

The school's web address will remain as www.sph.uq.edu.au and email addresses will not be affected by the change.

For more information on the name change, contact Emma Lee, Communications Officer, Faculty of Medicine and Biomedical Sciences on ext. 55358.

New staff appointments

Read details here

Industry news

Showcasing your students through Digital Storytelling GMAC

How to develop and leverage student personas Higher Education Marketing

Tips for finding an authentic voice in Higher Ed Hubspot

Pinterest: Popularity, Power and Potential PRIA




OMC welcomes your feedback on The Network. Send your comments or suggestions to publications@uq.edu.au. Please send through any stories or ideas by the second Thursday of every month.


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