The Faculty of Engineering is a faculty of the University of Sydney, Australia. It was established in 1920 and is Australia’s oldest engineering school and one of the most prestigious.
The school has an excellent academic reputation with its programs being ranked in 2011 by the QS World University Rankings by Subject at 21st in the world for Civil Engineering and 27th in the world for Mechanical Engineering. Programs at the school are accredited by professional bodies including Engineers Australia, The Australian Institute of Project Management and the Australian Computer Society
In 2011 it had a student enrolment of 4,645 (9.5% of all students), thus making it the University’s fourth-largest.
In 2019, UTS FEIT (Faculty of Engineering and ITS), approached Pulse for a great project: Promoting a suite of very interesting short courses as part of their continuing education strategy and offering,
The biggest challenge was how to market and differentiate the UTS offering of high-calibre premium courses in a highly cluttered and noisy market ranging from face-to-face events through to free tasters, blended learning options and high-volume, low-cost online alternatives.
We conducted thorough initial research in conjunction with the client’s internal stakeholders to gather insights, stats and all possible factors that could inform our strategy.
As a result, identified user personas, audience acquisition strategies and channels to deploy the campaigns which generated great traffic and strong engagement and click-through statistics.
Some of the stats can be seen below, the results are from actual figures blurred to protect the client’s information.
The image represents an example of the type of creative we tested throughout the campaign.
Actual figures have been blurred to protect information.
“We found Nico and his team very responsive and committed to the project during our time working together. In addition to the raw results in terms of site traffic and enquiries, we gained a lot of specific insights into digital marketing, our target audience, and the metrics and dashboards which the Pulse team developed and shared to help us monitor and manage the campaigns and our portfolio.“
Steve Crooks, Manager, Professional Education Unit,
UTS Faculty of Engineering and IT
Whether you’re a well-versed internet designer or merely a beginner, I’m positive you have already got your list of favourite graphic designers. And if you are determined to pursue a career in web design, here are some names you simply got to know. These pioneers of modern design have modified the old web design approach and opened new roads for you.
The creator of the Jurassic Park book cover, Rich Kidd lives in New York and is best known for his fantastic book jacket designs. He started creating cover designs for Knopf (an imprint of Random House) in 1986, where he still works today as an art director. His passion for graphic novels, comic books and pop culture had a significant influence on his work.
The recognisable, simple style matches his approach of speaking, his appearance and his lifestyle. If you don’t know much about Kidd’s work, you’ll be able to have a better look at Kidd’s portfolio here.
Paula Scher could be a true example of today’s web designers. She managed to forge a great career in design in the 70s, making her original approach to style. A winner of the National Design Award, AIGA Medal, Type Directors Club Medal, and a member of the Art Directors Club Hall of Fame, she went from CBS Records to Atlantic Records, where she worked for the advertising division. She created the visual identity for public institutions and companies like Philips Van Heusen, the New York Theater, The New York Times Magazine, and The American Museum of Natural History. If you want to find out more about the fantastic designer, here’s a Ted Talk you will love.
Massimo Vignelli’s designs are timeless and visually compelling. Born and raised in Milan, Massimo Vignelli studied at the Università di Architettura from Venice. Driven by a shared passion for art, he opened a small design and architecture office in Milan where he and his wife worked with companies like Rank Xerox or Olivetti.
In 1966 they decided to move to America, to start the Unimark International company which soon became the most significant design company in the world. After the failure of their company, they were not discouraged and founded Vignelli Associates focusing on architectural graphics, graphic and corporate identity programs, publication design and furniture. The main legacy left by Vignelli is his significant contribution professionalisation. Vignelli put his mark on design theory and principles (design methodology, syntax and appropriateness), which he redefined. You can admire his creations here.
Paul Rand is considered the best and most famous graphic designer in history. Born in Brooklyn, New York, Paul Rand went to the Art Students League, starting to create stock images for a syndicate that supplied graphics to newspapers and magazines.He studied and then taught the art of graphic design at Yale University in Connecticut.
In 1972, he was included in the New York Art Directors Club Hall of Fame. He became famous for designing some of the most iconic logos for ABC, NeXT Computers, UPS, Yale University Press and many others. Rand’s outstanding achievements and his original design approach made Steve Jobs claim that Paul is “the greatest living graphic designer”.
I am sure you have already heard about Jonathan Ive, the Chief Design Officer at Apple, who also leads Apple’s Human Interface software teams. The creator of Lindy MessagePad for Apple became a full-time Apple employee after having worked for a design agency called Roberts Weaver group and Tangerine, a design agency startup based in London. Ive’s work greatly influenced Apple company as a whole: he started the minimalism trend with the Apple products, that he perfectly designed without losing the software’s quality.
Greiman was among the first designers who embraced computer technology: she and Jayme Odgers established the ‘New Wave’ design style in the US during the 1970s and 1980s.
Greiman’s art is a constant reminder about the infinity ofimaginative art and design, and it’s an endless source of inspiration, helping us open up our imagination to new possibilities.
Greiman held lectures, generated public artworks and participated in important juries. Her work was featured in articles, reviews as well as broadcasts in the media. She appeared in The New York Times and USA Today, CNN, PBS and ESPN. You can admire her work here.
Born in the UK and based in New York, Jon Burgerman is the graphic designer and artist with recognisable drawings, art style characters, toys, apparel, designs and murals. His work, which can be placed somewhere between urban art and pop culture has been featured in many newspapers, magazines, books and blogs around the world: BBC, The New York Times, The Guardian newspaper, Coolhunting, Huffington Post, New York Daily, Metro UK, News.com.au, PSFK, The Telegraph Australia and many others.
The artist collaborated with big brands like Virgin Atlantic, and his fantastic work is displayed at London’s Victoria and Albert Museum and Science Museum.
First of all a lettering artist, but also a great illustrator and designer, Jessica lives and works in Brooklyn, being well known for her projects, such as Daily Drop Cap, as well as her work for big brands such as AIGA, Victoria’s Secret, Wired, American Express, and Penguin. She’s also the producer of numerous commercial and proprietary typefaces. Discover Jessica’s art here.
There is a lot to learn from these amazing, talented artists, but the most important lesson you could start with is to trust your instincts, always be consistent, hard-working, and dedicated. And don’t be afraid to look for inspiration when you feel at a loss.
Choosing the Right Digital Marketing Channel for Your Small Business
Making the right choice when it comes to digital marketing strategies can be crucial for your company, especially when you are a small business with a limited budget. Selecting the most appropriate channels to reach the right audience requires lots of research time, as well as in-depth marketing, digital communication and business management expertise.
Considering the multitude of choices available, even the most experienced business person may have difficulties finding the path towards business success. Every small business owner has probably dealt with these dilemmas: is it worth investing in SEO? Should I opt for Google or Bing Ads campaigns? Which social media channel delivers the most significant impact on ROI?
This is why we have gathered a few ideas and some preliminary steps for small business owners and marketers to take to choose the digital marketing channel that truly matters for their business.
Define your Audience
To present your products or services to the right audience, first, you need to define your buying persona (the profile of your potential/ideal client). Luckily, Facebook offers us some useful tools for that. Using Audience Insights, we can start building the profile of the type of person that may be interested in our products/services. To be able to use Facebook Audience Insights, you don’t need an advertising account — all you need is a Facebook profile. We can start with broad options and then narrow down the audiences based on the following information: age, gender, lifestyle, career, relationship status, education level, household, estimated income, interests, online activity, device usage, spending habits.
After creating a relevant portrait of the buyer, this person should be kept in mind whenever you create any content or carry out any type of marketing activities. The data offered by Facebook Audience Insights is just one of many research methods you should be looking to use to build audience personas. There are many other sources to use, such as Twitter profiles, Google Analytics demographic insights, or published research that has been previously carried out in your industry or niche.
After clearly defining your buying persona, it’s time to set your own business goals. Ask yourself questions like: How many leads or actual clients would I like to acquire every month? What’s the value of a lead? What sort of budget am I prepared to spend over a specific timeframe? Then, go on defining your business and marketing assets and your goals. After having a complete picture of your business and your targeted audience, it should be easier for you to define the best marketing/advertising channels to use.
Now that everything is much clearer, it’s time to consider your options:
SEO & Content Marketing
The process of optimising your website’s technical and editorial aspects so that it can be organically discovered by users when searching for specific keywords is called SEO. Unlike paid advertising, SEO takes time to work. Depending on various aspects, like domain authority (versus the competition), available assets such as a quality mobile website, link building opportunities and others, the results may vary, but they rarely happen before 6-12 months especially if the site is new, significant and has errors, or has been penalized by Panda or Penguin or any other algorithmic penalty or filter.
As SEO and content marketing are tightly connected, you may also need to hire professional copywriters to continuously create fresh content that can help your website rank for a wider variety of keywords. Whether it’s blog posts, white papers, webinars, videos, or e-books, content must be created according to a well-thought strategy. If you’re prepared to make this effort, invest in quality content and wait until results appear, content marketing is the right choice for your business. But, if you need fast results, you should better look into PPC (Pay Per Click Advertising) and display ads options.
One of the easiest ways to determine whether it’s worth investing in an SEO campaign or not is by checking your website’s ranking with tools like SEM, Ahrefs or Google Search Console. If the website is already ranking for some appropriate keywords, then it probably has the potential for further SEO development.
Do it if your website is already ranking for useful keywords and you are willing to invest time and effort into an SEO and content management campaign.
Don’t it if You want fast results without putting in much time and effort.
Email Marketing Also called eDM.
If you have a pool of customers or an opted-in email subscription list for newsletters, promotions or offers, this can become a real gold mine. Some studies claim that email marketing can provide a 4,300% ROI. E-commerce companies heavily rely on e-mail marketing strategies, but SMEs may also use email marketing to sell more to existing clients.
Do it if you have a decent opted-in email database.
Don’t it if you don’t have a pool of existing customers allowing you to send them your information, promotions, and offers.
Pay Per Click advertising
Whether it’s Google or Bing ads, paid advertising should provide highly targeted traffic very quickly. Both B2B and B2C companies rely on Google and Bing ads to get new clients within a short time frame. PPC campaigns are ideal for businesses which did not take time to create awareness through social media or email marketing campaigns and want to promote their new products/services with paid ads quickly.
Do it if the costs per clicks are affordable, and your product service is searched in Google/Bing.
Don’t it if you don’t have sufficient budget or your audience is not using Google/Bing to search for your products/services.
Social Media Organic Campaigns and Social Ads
Social media marketing is one of the most powerful tools you can use to achieve your marketing and branding goals. SMM includes posting regular text, image, or video updates on social channels (Facebook, Instagram, Pinterest, Twitter etc.), as well as creating social media ads.
To improve your business’s social media presence and increase audience engagement, organic posting and paid ads should go hand in hand. A good social media marketing plan includes both a consistent posting schedule and running social ads for remarketing purposes. The choice of the social media channel also depends on the type of business you have: a highly visual business can rely on Instagram and Pinterest, while a B2B company might find Twitter and LinkedIn more useful for its marketing goals.
Do it if you get a lot of value from a strong social media presence.
Don’t it if your audience uses other channels to search for your products/services (Google, Bing)
Consider the Long Run
The purpose of a business person is to grow their business. But this might mean different things for different companies, and it is finally up to every person to decide which channel serves their business purpose best; for example, if you are focused on getting sales fast, PPC campaigns are probably the best choice. If your business is new and you need brand awareness, think about investing in content marketing or social media. You may also need to educate your audience through web PR.
Last but not least, always go with the channel where your audience spends more time. And, no matter what channel you choose for promotion, always think in the long run. People may click on your ads right now, but what if they want to know more about the business and they get to social media or your website to search for some information that isn’t there yet? After all, your online presence should be treated as a whole and should continuously be improving in all areas to provide good ROI.
Whos is: The Ingham Institute’s world-class medical research is rooted in and driven by the needs of our local South West Sydney community. We are committed to inspiring better health of our local community and transforming the treatment and care of people living with common medical conditions and disease.
The brief Back in July 2018, we received an interesting brief from a partner agency – Walter Wakefield- to develop a digital campaign to promote specific clinical trials in a specific region within Sydney and to a number of groups including migrant communities who don’t speak English as a first language or have very limited understanding of it.
Finding the audience who are interested in becoming part of clinical trials is not something we thought was going to be easy at all. Facebook and Google are very restrictive towards medical campaigns, due to risks associated, hence the restrictions towards the claims a brand can do, what to show, make things even more difficult.
Working with some of the least compelling creatives, we have a couple of assets on our side. Ingham institute’s reputation and the NSW Health logo as big trusting element.
We created a series of simple videos, targeting the persona users in their own language. We were lucky, we found the audience pretty early in the test phase and the conversions started flowing.
We also run search ads in specific regions and optimised for high converting keywords.
USERS: 870 more users.
Sessions: 1,025 more sessions
Goal completions(people interested in being part of Clinical trials): Up by 2820%
Goal conversion rate: Up by 163%