Multiplatform Communication 1

Mark Will • 11587835

Student name: Mark Will

Student no.: 11587835

Subject code: CCI502

Subject name: Multiplatform Communication

Subject coordinator: Bruce Fell

Assignment title: Campaign Review

Due date: 14 January 2017

Submission date: 14 January 2017

Written report: https://goo.gl/fpsKf6

Multimedia presentation: https://goo.gl/WyFw3R

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Assessment 2: Campaign Review

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Contents

1.0 Executive Summary 3

2.0 Introduction 3

3.0 Messages/Platform Analysis 4

3.1 Who is UNSW Canberra communicating to? 4

3.2 What position does UNSW Canberra adopt in the conversation? 4

3.3 How does UNSW Canberra compose its message? 5

3.4 Where is the UNSW Canberra target market engaging

and communicating? 5

3.5 What are the chosen platforms? 5

3.5.1 Platform 1: Create your own campus website 5

3.5.2 Platform 2: LED Signage 6

3.5.3 Platform 3: PS News Electronic Direct Mail (EDM) 7

3.5.4 Platform 4: Facebook/YouTube 8

3.6 How does the combination of chosen platforms aid in delivering

the campaign outcomes? 9

4.0 Strategic Analysis 9

4.1 Campaign efficiencies/deficiencies 9

4.1.1 Environment 10

4.1.2 Company 11

4.1.3 Outcomes 11

4.1.4 Market Research 12

4.1.5 Market Strategy 12

5.0 Recommendations 13

Appendix 14

1 Glossary of terms and definitions 14

2 Create your own campus promotional material 16

3 Create your own campus performance resources 19

References 21

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1.0 Executive Summary

In mid-2017, UNSW Canberra identified a need to advertise its flexible,

online masters degrees. The campaign was to run from July to August 2017

culminating in an Information Session coinciding with the ADFA Open Day.

A campaign was hastily assembled despite a lack of internal resources, staff

proficiency and time. Notwithstanding these shortcomings consistent with

modern day institutional operations, an initiative known as Create your own

campus was planned and executed. To its advantage, a healthy financial position

provided the campaign’s architects an opportunity to feature the Create your

own campus message across various traditional and digital communication

channels, the results of which would ultimately provide the organisation with

metrics for future campaign planning and implementation.

The Create your own campus campaign is the subject of this report with

acknowledgement to a professional colleague employed by UNSW Canberra

whom provided a background of the initiative, valuable insight and data as well

as fact-checking of the final report.

2.0 Introduction

Positioned at the crossroads of traditional university and military training institution,

the University of New South Wales (UNSW) Canberra and the Australian Defence Force

Academy (ADFA) offer academic pathways for Australian Defence Force (ADF) officer

cadets and Defence staff, as well as civilian students – a customer the organisation is keen

to procure long term.

With the aim of increasing enrolments in its online masters degrees, a

communication campaign – Create your own campus – was conceived and

executed.

Create your own campus objectives were threefold:

1. To raise awareness of the online masters degrees offered by UNSW

Canberra.

2. To alert prospective students to a postgraduate course work (PGCW)

Information Session and provide a link to further information.

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3. To encourage prospective students to register their interest in the

PGCW Information Session via the website

To achieve these outcomes, a number of communication channels were

identified with the following four (4) the subject of this analysis/critique:

1. Create your own campus website

2. LED Signage

3. Public Service (PS) News Electronic Distribution Marketing (EDM)

4. Facebook/YouTube

3.0 Messages/Platform Analysis

An introductory explanation and brief analysis of the Create your own campus

communication platforms are customised as per the following:

• Who are we communicating to?

• What position do we want to adopt in the conversation?

• How do we wish to compose the message (e.g. multimodal)?

• Where is our community engaging and communicating?

• What are the sites renowned for and what are their technical compatibilities?

• How does the combination of sites aid in delivering the strategy? ("Week 7/8

Analysing Effectiveness of Digital Platforms", 2018)

3.1 Who is UNSW Canberra communicating to?

UNSW Canberra targeted two primary audiences with the Create

your own campus campaign:

• ADFA Open Day attendees (e.g. parents/carers accompanying

prospective ADFA cadets) as well as the general public.

• Prospective ACT-based PGCW students (e.g. Australian Public

Service staff and like-minded industry professionals).

3.2 What position does UNSW Canberra adopt in the conversation?

The Create your own campus campaign was message-centred by nature – its

product was ‘information’. UNSW Canberra sought primarily to advise its audience

of the existence of its online masters degrees. The organisation contended that it is

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unique for a Group of Eight university ("About Go8", 2018) to offer flexible, online

postgraduate study pathways.

3.3 How does UNSW Canberra compose its message?

To achieve campaign objectives, UNSW Canberra strategised a multimodal

approach in disseminating the campaign message. Selected communication

channels ranged from traditional platforms, such as signage and printed

advertisements, to digitally networked media such as Facebook and YouTube.

3.4 Where is the UNSW Canberra target market engaging and

communicating?

UNSW Canberra considered its target market as a university-

educated, professionally minded and aspirational individual with access to

various communication networks. The multimodal approach of the Create

your own campus campaign indicates that the organisation cast its net

widely looking to ‘catch’ its desired market whilst commuting (LED

signage), once at the workplace (PS News EDM) and during social

downtime (Facebook) with all channels converging at the Create your

own campus UNSW Canberra website.

3.5 What are the chosen platforms, what are they renowned for and

what are their technical capabilities?

The four (4) communication platforms identified for this critique are

structured via a subset inclusive of an overview, what the platform is best

known for and its technical capabilities.

3.5.1 Platform 1: Create your own campus website (Figure 1)

Overview

The UNSW Canberra established a Create your own campus web page at

https://www.unsw.adfa.edu.au/masters. The single page site included a brief

synopsis of the initiative, an online space where prospective students could

easily peruse their desired study topic, a video and various written

testimonials sourced from alumni and an ENROL NOW link.

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What is the chosen platform renowned for?

The Internet is best known for being the 21st century’s predominant global

communications network allowing users decentralised access to all forms of

media. In consideration of Marshall Poe’s (2010) eight attributes of media

impact encapsulated by the five (5) epochs of innovation, the Internet

provides for an exceedingly accessible, high fidelity, high volume and high

velocity medium epitomising searchability and range ("Introduction: Media

Causes and Media Effects").

What are the chosen platforms technical capabilities?

Websites provide a network allowing users to connect via any internet-

capable device. Websites provide a mechanism to users of high ‘affordance’,

allowing for a complementarity of action (Gaver, 1991 p. 2). The Internet

provides for a highly accessible communication channel – the inclusion of it

as the cornerstone of the Create your own campus campaign identifies that

its architects valued its important role and potential effectiveness.

3.5.2 Platform 2: LED Signage (Figure 2)

Overview

A Create your own campus ad was featured on a large LED sign at

the National Convention Centre on the corner of Constitution

Avenue and Cooyong Street in Canberra’s CBD. The ad appeared

for 10 seconds every 70 seconds, 24 hours a day and seven days a

week from 26 July to 26 August 2017.

What is the chosen platform renowned for?

Signage is a traditional communication platform best known for the display

of a static message in proximity to where something specific happens. In

consideration of Poe’s eight attributes of media impact, the digital signage

medium is a combination of print and audio-visual media providing for high

accessibility however it is monologic, subsequently low in fidelity, velocity and

volume with nil searchability and a compromised range ("Introduction: Media

Causes and Media Effects"). As observed by Green (2016), “…the likelihood of

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someone seeing a particular advertisement during a given minute is lower

than the likelihood they will see any advertising” (p. 6).

What are the chosen platforms technical capabilities?

LED signs attract attention and provide high visibility, day and night. Signs

are a communication platform providing average affordance to the user,

allowing for some complementarity of action. The inclusion of the LED sign

was dependent on not only its locus and conspicuousness but also the

proficiency of its design and role within the overall narrative.

3.5.3 Platform 3: PS News Electronic Direct Mail (EDM) (Figure 3)

Overview

To communicate the Create your own campus campaign to prospective

ACT-based PGCW students, UNSW Canberra booked an EDM advertisement

with PS News. The ad arrived en masse into PS News recipients email

inboxes and comprised an A4 ad featuring imagery, mantra, branding and

contact information consistent with the website and LED sign with a

REGISTER NOW link providing a key affordance.

What is the chosen platform renowned for?

Electronic Direct Mail (EDM) is best known as being a communication

resource providing direct access to an audience via a subscribed email

address. In its best guise, EDM is informative, well timed and empowering. In

its worst guise, EDM is spam – junk email providing little qualitative content.

In consideration of Poe’s eight attributes of media impact, EDM ranks highly

overall particularly for accessibility, fidelity, volume, velocity and range

("Introduction: Media Causes and Media Effects").

What are the chosen platforms technical capabilities?

EDM allows communicators to send a professionally crafted,

personalised and multifaceted digital message directly to a

receiver’s inbox achieving considerable reach, frequency, time and

range. EDM allows a communicator to embed various media into

the message such as video. EDM’s can provide interactive links to

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other communication channels such as websites and social

networks.

3.5.4 Platform 4: Facebook/YouTube (Figure 4 & 5)

Overview

Architects of the Create your own campus campaign booked a Facebook ad

to provide a platform for a video testimonial featuring UNSW Canberra

masters alumnus, Jessica Miley-Dyer (Masters of Business – Deputy

Commissioner at the World Surf League). The ad featured consistent imagery,

mantra, branding and contact information consistent with the website, LED

sign ad and EDM with a LEARN NOW link providing a key affordance. The

Facebook/YouTube initiative provided a continuous and decentralised flow

of content across digital platforms.

What is the chosen platform renowned for?

Facebook is an online social networking service best known for affording

individuals and groups with an opportunity to connect with one other.

YouTube is an online portal allowing individuals to post user generated

content (i.e. videos) for the purpose of collective viewing. Professional

communicators can utilise Facebook and YouTube to advertise products,

services and promote events. In consideration of Poe’s eight attributes of

media impact, online social networks such as Facebook and YouTube

(collectively part of the Internet age) rank highly overall particularly for

accessibility, fidelity, volume, velocity and range ("Introduction: Media Causes

and Media Effects").

What are the chosen platforms technical capabilities?

Facebook and YouTube provide users with an opportunity to connect online

with like-minded individuals. Key features of the platforms are the ability to

establish profiles, connect with friends, make public comment and post user

generated content. Social networks such as these establish, build and

nurture a connected audience that receives transmitted information and/or

seeks out a desired message becoming, in itself, a communicative entity or

“networked publics” (boyd, 2010 pp. 39-58).

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3.6 How does the combination of chosen platforms aid in delivering

the campaign outcomes?

The Create your own campus communication platforms provided a

means to achieve identified objectives as well as metrics with which

UNSW Canberra could build subsequent recruitment initiatives. Each

platform had compromised effectiveness in isolation but collectively they

offered a resource allowing the firm to create, shape and foster its brand,

campaign mantra and vision. The balance of traditional and digital

communication media allowed for a diverse market reach. However, the

campaign was flawed holistically as it lacked a formal, cross-media

narrative, an overt understanding of the concept of affordances and a

post-campaign evaluation tool.

4.0 Strategic Analysis

As recommended by Kannan and Li (2016), a “conventional marketing

strategy process starts with an analysis of the environment including the five C’s –

customers, collaborators, competitors, context, and company (firm)” (p. 23). As the

campaign relied predominantly on digital delivery of its message, Kannan and

Li’s five (5) elements of the framework for researching digital marketing (i.e.

Environment, Company, Outcomes, Market Research, and Marketing Strategy)

will be utilised to underpin observations. With this foundation set,

recommendations for a 2018 campaign will be offered thereafter.

Assessing the success of the Create your own campus campaign is

challenging. Does one judge it by how many prospective students registered or

attended the PGCW Information Session? Is it based on the click-through-rate

(CTR) of the PS News EDM? One could speculate that thousands of commuters

sighted the LED sign – was it impactful? Pundits could argue that Facebook ‘likes’

and/or YouTube ‘hits’ determine the campaign’s efficacy overall but alas, as

pragmatically posited by Green (2016), "Reach is clearly not the same as impact"

(p. 1).

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4.1 Campaign efficiencies/deficiencies

Effectiveness is defined as the degree to which an intended

objective is successfully achieved (“The definition of effectiveness, 2018”).

UNSW Canberra astutely implemented a multiplatform approach to

communicate the Create your own campus message but did its architects

fully understand and strategise that it is “…the relationship between both

the technology and the audience that determine the ‘effectiveness’ of a

system (Gaver, 1991 p. 5)?

4.1.1 Environment

UNSW Canberra perceptively identified its target ‘customers’

and was adept in scheduling the PGCW Information Session as a

strategy to engage directly with its stakeholders. Whether the event

was deemed successful or not is open to debate but what can be

argued is that there is no substitute in public affairs for face-to-face

communication (Craig, 1999 p. 140).

Further to this, the delivery of the Create your own campus

campaign via multiple platforms provided a complementarity

between UNSW Canberra and its stakeholders. It’s commendable

that UNSW Canberra aimed to establish a synergy between the

selected platforms facilitating an environment that enhanced the

significance and range of the overall message (Kannan & Li, 2017 p.

34). However, a broad narrative was absent with little to no evidence

suggesting that the architects of the campaign understood their

“networked publics” (boyd, 2010 p. 1) and the symmetry they offer

the communication exercise.

Affordances designed to provide the audience with access

to the campaign were evident but inconsistent and complex. The

masters webpage is not accessible from the parent UNSW

Canberra page with nil link afforded. To the praise of the organisers,

search engine optimisation (SEO) is active (Figure 6) but it is the

only way a ‘searcher’ can find the masters website and only if they

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use the exact search term, ‘create your own campus’. The posters,

signs and ads do feature the intonation – ‘Create your own campus’

– but not as a user generated search term. Doing so would have

resulted in a ‘sequential affordance’ (Gaver, 1991 p. 4) emboldening

the audience to ordain their interest.

4.1.2 Company

The intonation conceived by the architects of the campaign

– ‘Create your own campus’ – was effective as it afforded the

company with a high value premise on which to design and deliver

its multiplatform promotion. The personalised and hedonic nature

of the mantra offered the customer an opportunity to customise

their engagement – to become part of a "participatory culture"

(Jenkins, 2006 p. 3). But alas, was this capable call to action used to

the fullness of its ingenuity?

The ‘hero’ image used in the campaign featuring a young

female in civilian attire engaging with laptop signposted a number

of elements pertinent to the overall campaign message. That said,

should the company have made more use of Jessica Miley-Dyer as

a singular spokesperson to ensure campaign consistency? One

could also argue that the use of a suite of images to convey the

triad of objectives and a diverse demographic analogous to the

variety of postgraduate degrees on offer had merit. All in all, these

postulations suggest a pre-campaign survey of the market would

have been beneficial overall but constrained by the

aforementioned operational obstacles.

4.1.3 Outcomes

The Create your own campus campaign was effective in “raising

awareness” and “alerting prospective students” of online masters degrees. In

consideration of AIDA/IADA; Interest has been roused and the market has an

Awareness of future possibilities – an intrinsic Desire to take Action has been

kindled in prospective students ("Week 6: Capabilities of Digital Platforms",

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2018). It can be reasoned that the campaign fostered customer and firm

value for the short, mid and long term. However, did UNSW Canberra fully

exploit the campaign’s potential for value, brand and relationship equity? In

the absence of a qualitative post-campaign evaluation strategy, can

customer and firm value be ensured (boyd, 2010 p. 36)?

4.1.4 Market Research

UNSW Canberra’s move into the online education space is in

its infancy. To the organisations credit, it was quick to interface with

past graduates in order to source valuable information of their

study experiences and to use them as a face in the Create your

own campus campaign.

Although UNSW Canberra had been offering educational

pathways for PGCW students for many years, there is enduring

confusion as to whether these opportunities were available to non-

Defence candidates. Despite the best efforts of the Create your own

campus campaign, it’s evident that that ambiguity persisted. To its

credit, the campaign used images and video of civilian females but

this may have been inadequate if prospective customers deemed

that they did not qualify for the courses being offered. Gaver (1991)

wisely reminds us that, "Affordances per se are independent of

perception. They exist whether the perceiver cares about them or

not, whether they perceived or not, and even whether there is

perceptual information for them or not" (p.2). In other words; crafty

intonations, imagery and graphics were inconsequential if a

prospective PGCW student perceived at the outset that they did

not qualify for the product.

4.1.5 Marketing Strategy

The planning and execution of the Create your own campus

campaign relied heavily on the corporate knowledge, operational

initiative and value-add provided by internal stakeholders allocated

to the task. Architects of the campaign did identify that two core

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marketing areas create, shape and foster a sustainable promotion

or public affairs advantage – company brand and customers

(Kannan & Li, 2016 p. 37). Though efficient for the most part, this

report maintains that the promotion lacked a number of crucial, all-

encompassing components that if/when applied will serve to more

productively achieve the nominated objectives.

5 Recommendations

Successful public relations are “the deliberate, planned and sustained

effort to publish and maintain mutual understanding between an organisation

(or individual) and its (or their) publics. It is the key to effective communication in

all sectors of business, government, academic and not-for-profit” (Public

Relations Institute of Australia, 2013 in Mackey, 2015 p. 13). With this in mind, it is

recommended UNSW Canberra implement the following recommendations

if/when engaging in the next Create your own campus campaign:

1. Take time to plan and produce a formal communications plan with single-

minded regard for the organisations specific target demographic and digital market.

“Knowing one’s audience matters when trying to determine what is socially appropriate to

say or what will be understood by those listening. In other words, audience is critical to

context” (boyd, 2016 p. 10).

2. Implement a multimodal communications campaign utilising sequential

affordances – one comprising a clear narrative. Planners should consider the advantages

offered by digital marketing, convergence and transmedia theories in collaboration with

end users. “Focus not on technologies or users alone, but on the fundamental interactions

between the two” (Gaver, 1991 p. 5).

3. Establish and utilise a current-best-practice post-campaign evaluation tool in

order to capture metrics to aid in gauging the effectiveness of the campaign. “What is

clear is that advertisers need to consider a range of measures (reach, frequency, time

spent, attentiveness) when deciding where to invest their marketing budgets” (Green, 2016

p. 8).

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Appendix 1 – Glossary of terms and definitions

• Accessibility—Easy to approach, reach, enter, speak with, or use ("The definition of accessibility", 2018).

• Affordance—Affordances are properties of the world that are compatible with and relevant for people’s interactions (Gaver, 1991 p. 1).

• Click-through-rate (CTR)—The ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns ("Click-through rate", 2018).

• Collaborators—To work, one with another; cooperate, as on a literary work ("The definition of collaborators", 2018).

• Company—A number of persons united or incorporated for joint action, especially for business ("The definition of company", 2018).

• Competitor—A person, team, company, etc., that competes; rival ("The definition of competitors", 2018).

• Context—The parts of a written or spoken statement that precede or follow a specific word or passage, usually influencing its meaning or effect; the set of circumstances or facts that surround a particular event, situation, etc. ("The definition of context", 2018).

• Continuity—The state or quality of being continuous” ("The definition of continuity", 2018).

• Convergence—The flow of content across multiple media platforms, the cooperation between multiple media industries, and the migratory behaviour of media audiences who would go almost anywhere in search of the kinds of entertainment experiences they wanted. Convergence is a word that manages to describe technological, industrial, cultural, and social changes, depending on who’s speaking and what they think they are talking about (Jenkins, 2006 p. 2-3).

• Customers—In sales, commerce and economics, a customer (sometimes known as a client, buyer, or purchaser) is the recipient of a good, service, product or an idea - obtained from a seller, vendor, or supplier via a financial transaction or exchange for money or some other valuable consideration ("Customer", 2018).

• Digital Marketing—An adaptive, technology-enabled process by which firms collaborate with customers and partners to jointly create, communicate, deliver, and sustain value for all stakeholders (Kannan & Li, 2016 p. 23).

• Decentralised—The process of distributing or dispersing functions, powers, people or things away from a central location or authority ("Decentralization", 2018).

• Discourse—A formal discussion of a subject in speech or writing, as a dissertation, treatise, sermon, etc. ("The definition of discourse", 2018).

• Effectiveness—The degree to which an intended objective is successfully achieved ("The definition of effectiveness", 2018).

• Environment—The aggregate of surrounding things, conditions, or influences; surroundings; milieu ("The definition of environment", 2018).

• Fidelity—Strict observance of promises, duties; adherence to fact or detail; the degree of accuracy with which something is reproduced ("The definition of fidelity", 2018).

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• Market Research—Any organized effort to gather information about target markets or customers ("Market research”, 2018).

• Marketing Strategy—A long-term, forward-looking approach to planning with the fundamental goal achieving a sustainable competitive advantage ("Marketing strategy", 2018).

• Metrics—A performance metric measures an organization’s behavior, activities, and performance. It should support a range of stakeholder needs from customers, shareholders to employees ("Metrics”, 2018).

• Monologic—In simple words, a monologic communication can be described as an occasion where one person speaks, and the other listens. However, there is no real interaction between participants since the communication is only one-directional. The monologic communicator is only interested in his or her own goals and has no real interest or concern for the listener’s attitudes and feelings ("Difference Between Monologic and Dialogic Communication | Monologic vs Dialogic Communication", 2018).

• Multimodal—Characterized by several different modes of activity or occurrence ("The definition of multimodal", 2018).

• Networked Publics—Publics that are reconstructed by networked technologies (boyd, 2010 p. 1).

• Outcome—A final product or end result; consequence; issue; a conclusion reached through a process of logical thinking ("The definition of outcome", 2018).

• Range—The extent to which or the limits between which variation is possible; the extent or scope of the operation or action of something ("The definition of range", 2018).

• Reach—In the application of statistics to advertising and media analysis, reach refers to the total number of different people or households exposed, at least once, to a medium during a given period ("Reach (advertising)", 2018).

• Searchability—The extent to which, or ease with which something may be searched ("searchability - Wiktionary", 2018).

• Search Engine Optimisation (SEO) —A methodology of strategies, techniques and tactics used to increase the amount of visitors to a website by obtaining a high-ranking placement in the search results page of a search engine (SERP) — including Google, Bing, Yahoo and other search engines ("What is SEO - Search Engine Optimization? Webopedia", 2018).

• Sequential affordance—the circumstance where one affordance leads to information indicating new affordances (Gaver, 1991 p. 4).

• Transmedia—A process where integral elements of a fiction get dispersed systematically across multiple delivery channels for the purpose of a unified and coordinated entertainment experience ("CCI502 Week 4", 2018).

• Velocity—Rapidity of motion or operation; swiftness; speed ("The definition of velocity", 2018).

• Volume—A mass or quantity, especially a large quantity, of something ("The definition of volume", 2018).

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Appendix 2 – Create your own campus promotional material

Figure 1. ‘Create your own campus’ website (https://www.unsw.adfa.edu.au/masters).

Create your own campus

when you study online masters

degrees with UNSW Canberra

Information session Saturday 26 August

Details and registration: www.unsw.adfa.edu.au/masters

Figure 2. ‘Create your own campus’ LED sign artwork.

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Figure 3. UNSW Canberra PS News EDM.

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Figure 4. UNSW Canberra Facebook page (https://www.facebook.com/UNSWCanberra).

Figure 5. UNSW Canberra YouTube feature (https://www.youtube.com/user/UNSWCanberra11?ob=5).

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Appendix 3 – Create your own campus performance resources

Figure 6. ‘Create your own campus’ Google SEO search result.

Figure 7. ‘Create your own campus’ Facebook/YouTube metrics.

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Figure 8. ‘Create your own campus’ Facebook ad budget data.

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Jenkins, H. (2006). Convergence culture: where old and new technologies collide (1st ed.). New York: New York University Press.

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