As Marketing & Creative Lead in partnership with Swinburne University of Technology, I led the development and delivery of an integrated student recruitment campaign designed to increase awareness of the university, showcase its courses and student experience, and engage prospective students during critical recruitment periods.
With competition for university enrolments intensifying, the campaign focused on reaching prospective students in the digital environments they were already consuming. Rather than relying solely on traditional university advertising, I helped develop an audience-led marketing strategy using editorial, video, digital and social content to introduce Swinburne through stories and experiences relevant to young Australians.
The campaign was distributed nationally through CraveOnline, Music Feeds and TheFashionSpot, with marketing and creative tailored specifically to the interests and behaviours of each publication’s audience. Content showcased Swinburne’s courses, programs, facilities and university lifestyle while maintaining a natural connection with the editorial environment in which it appeared.
My role spanned both marketing leadership and creative direction, taking the campaign from strategy and concept through to production, distribution and delivery. Alongside campaign development and project management, I worked hands-on across videography, camera operation, sound, editing, animation and design, giving me oversight of the complete campaign lifecycle.
A key part of the strategy was adapting the campaign rather than simply reproducing the same advertising across every channel. Creative, video and editorial content was developed around each publication’s distinct audience, creating multiple entry points into the Swinburne brand while maintaining a consistent overarching marketing message.
The campaign was further amplified through social media and proprietary digital content distribution, extending the reach of the editorial and video content and supporting Swinburne’s broader recruitment activity around Open Day and the change of preference period.
The campaign created a national digital presence for Swinburne across three established online publications, using audience-specific editorial and video content to introduce the university to prospective students outside traditional education marketing environments.
Rather than applying a single creative execution across every platform, the campaign was tailored to the audiences of CraveOnline, Music Feeds and TheFashionSpot. This allowed Swinburne’s courses, programs and student experience to be marketed through subjects and formats relevant to different youth audiences while retaining a consistent overarching campaign strategy.
The integrated approach connected editorial, video, social media and digital content distribution, creating multiple opportunities for prospective students to discover and engage with Swinburne during the important Open Day and change of preference recruitment periods.
Leading both the marketing and creative delivery allowed me to maintain the campaign strategy from initial concept through to final execution. By combining audience insight, campaign planning and distribution with hands-on creative production, the project delivered a cohesive student recruitment campaign across multiple audiences, publications and digital channels.
