Australia Institute of Music – The consultation & marketing process

Let us share with you how the digital marketing campaign with Australia Institute of Music went.

Australia Institute of Music digital marketing by Catalyst Digital

Status of the project : Completed 

Relevance score: 9/10 

Total leads gathered : 54 across a duration of 1 and half week 

Marketing campaign code name: AIM Scholarship Audition 

THINGS THEY NEED HELP WITH:

Australia Institute  of Music is a well known performing arts university in the Australia.  In order to recruit talented Malaysian students, they organised a Scholarship Audition.  Interested students can perform any songs or play any instrument in exchange for a scholarship opportunity. 

Inquota Beijing Education Services, which is their agent in Malaysia, had given us this task. The task to market this to as many students that are interested for the scholarship education.

 

WHAT WE CREATED AND ASSISTED THEM WITH: 

Upon getting these request from them, our team got really excited to work on this project. This is due to the fact that we had vast amount of experience working with advertisement targeted towards students. 

Going into the planning stage of the campaign, we had planned the campaign using the following steps: 

(a) First, we looked at the location of the said campaign. Because it is happening in Kuala Lumpur town centre, we assumed that no one would travel more than 40KM just for an audition. It does not make sense financially for the participants. 

Hence, we decided that the location of our advertisement will only be in Kuala Lumpur with a 40km radius, reaching Klang at its furthest point. 

(b) Secondly, we looked at the nature of the campaign. As it is a campaign on a scholarship audition on a degree, we would only target it to adults at  the age of 20-25. This is to ensure we market it to the right audience. 

(c) Thirdly,  we looked at the creativity needed for the campaign. As it is a campaign targeted young adults, our team had to experience whether a “straightforward” or “story-telling” approach is more suitable for the campaign. 

Our team experimented with videos and even with single picture and two different kind of copywriting before going all in on the budget.  

Safe to say, we pulled off a successful campaign for our clients and they are happy to work with us on a long term basis. 

If you love  how we worked with them and would like to start a project with us, start by clicking here to get more information. 

If you would love to see how we worked with other Universities, check out our collaboration with BPP University here.

 

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