From island to screen: marketing the campus experience to future students

How can an institution cut through the noise and connect with students who have a world of options at their fingertips? 

Enter the power of interactive video. 

Recognising that institutions sell not just academic programmes but life-changing experiences, the University of Tasmania wanted to create a marketing campaign that immersed students in how it would feel to study on the picturesque Australian island. So, they partnered with video advertising technology company VDX.tv and media agency Pivotus to produce a digital experience that would both appeal to those willing to relocate to Tasmania and compete with institutions worldwide in attracting students who can choose to study with any institution from home. 

A digital gateway to campus

The marketing campaign, which ran from September 2023 to January 2024, sought to drive awareness and encourage applicants for the summer intake by showcasing the university’s courses and facilities in an eye-catching and engaging way. Interactive video ads gave prospective students an inside look at the academic strengths of the university and an introduction to the island, which sits 250km south of the Australian mainland. The ads allowed users to explore course offerings, learn about the application process and get a feel for the local lifestyle. 

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Understanding the critical role that family members play in the decision-making process, the university targeted the campaign at potential students as well as their parents. Third-party data audience segments were used to create a custom audience blend so that the campaign could accurately target high school students, parents with teenagers, and seekers of higher education.

Delivered across multiple platforms – desktop, mobile and tablet – the video ads were strategically placed on websites that resonated with the interests of students and their families, making the messaging feel relevant and timely. This approach not only reached a wider audience but ensured that the right people were seeing the university’s message, increasing the likelihood of conversion from viewers to applicants. 

Creating a video campaign that surpasses expectations

The University of Tasmania’s video campaign engaged its target audiences – school leavers, their families, and higher education seekers – effectively.

• Video completion rate was per cent 26 higher than the industry benchmark. Video completion rate is a metric that measures the percentage of viewers who watch a video from start to finish. It’s a key metric for evaluating the effectiveness of video ads and organic video content.
• Click-through rate was 150 per cent higher than the benchmark, driving significantly more traffic to the university’s website.
• Visitors spent 37 per cent more time exploring the university’s website compared with average benchmarks.

These metrics highlight the campaign’s ability not only to capture attention but sustain it, helping students and their families explore the university’s offerings in more detail. The university saw these outcomes as more than just numbers; they reflected meaningful engagement from their target audience.

How other universities can take action

The success of this marketing campaign offers valuable lessons for other institutions looking to leverage video advertising to drive institution awareness and applicant consideration:

• Embrace interactivity: Static content such as simplistic banner ads doesn’t cut it any more. Prospective students want to explore, engage and interact with content. Video formats can offer interactive elements, such as clickable tabs or drop-downs, that provide additional information about courses, admissions and campus life. This keeps potential students engaged for longer and allows them to customise their experience.
• Target families, not just students: Don’t just design your messaging for students. Parents and guardians play a crucial role in influencing decisions about higher education, so campaigns should speak to their concerns and priorities, such as academic quality, safety and future career prospects.
• Tailor your content: Context matters. Use data-driven targeting (for example, behavioural, geo, contextual and demographic targeting) to ensure your video ads appear in environments where students and parents are likely to be, whether that’s on social media, streaming platforms or educational websites. Personalised content increases engagement and drives better results. You can work with an advertising agency or ad-tech vendor to ensure that your targeting and personalisation strategy align with your video campaign’s objectives and audiences.
• Showcase what makes you unique: Every university has something special to offer – whether it’s the campus culture, location or specific programmes. Make sure your campaign focuses on these distinct elements. For the University of Tasmania, the beautiful island environment and the focus of its programmes on the outdoors and nature sets it apart.

With a combination of creativity and technology, universities can transform the way they engage with potential students, ensuring that their message resonates long after the ad has ended. The University of Tasmania’s use of interactive video advertising provides a model for success – showing how, with the right strategy, institutions can not only reach their audience but inspire them to take the next step.

Courtney Geritz is director of marketing at the University of Tasmania.

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