Introduction

 

The Faculty of Engineering is part of the University of SydneyAustralia. 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 11th in the QS World University Rankings for 2022 internationally. Programs at the school are accredited by professional bodies including Engineers Australia, The Australian Institute of Project Management, and the Australian Computer Society. The Australian Government rated around 80% of UTS’s assessed research areas as having high impact beyond academia, which is the highest in the country. 

In 2011 it had a student enrolment of 4,645 (9.5% of all students), thus making it Australia’s fourth-largest university. By the time UTS approached Pulse Agency in 2019, their reputation as an excellent university was already solidified.

 

 

The challenge

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. They wanted to expand the programs they were offering. 

The biggest challenge was discovering the best way to market and make the UTS programs stand out in a busy market. UTS was providing high-calibre premium courses in a highly cluttered and noisy market. These courses ranged from face-to-face events through to free tasters, blended learning options and high-volume, low-cost online alternatives. 

 

The solution

We conducted thorough initial research in conjunction with the client’s internal stakeholders to gather insights, statistics and get across all potential factors that could inform our strategy.

As a result, we identified user personas, audience acquisition strategies and channels to deploy the campaigns. This generated great traffic, strong engagement, and click-through statistics. 

With the information gathered, we were able to carry out SEO, PPC campaigns and social media campaigns. We generated dashboards so that the client could manage and monitor the project and witness the results firsthand.

 

Client: UTS – FEIT (Faculty of Engineer and IT)

Tasks performed:

 

Campaign results

 

Sessions: + 1557 %

Users: + 1560 %

Conversion rate: + 636 %

 

 

Client Review: