CISWA 26th Annual Winter ConferenceThursday 27 June, 2019

#LiveLearnLaunch #StudyPerthInAction

Angela Beechey

Marketing Manager, StudyPerth

What is the role of StudyPerth?

• Coordinate the marketing of the Western

Australian brand of international education

• Promote the collaboration and cooperation

between international education providers in

Western Australia

• Implement initiatives that focus on

enhancing the experience of international

students within Western Australia.

Strategic Themes

Broad Objectives

Commitments

Initiatives

Outcomes

The ACTION Plan

Initiatives and Outcomes

A small selection from the 16 Initiatives contained in the Action Plan

Community and social support for international students

Maintain, and, continually promote a sense of community and social support for

international students through a series of engagements and communications channels.

Community and social support for international students

By July 2019, an International Student Ambassador program for 2019-20 will

be established.

• Registrations opened 15 May; applications close 28 June.

• Selection process: 300-word written blog, creation of a 2-minute video and meeting with

StudyPerth staff.

• Ambassadors receive over $2,500 in PD from AIM WA, and will promote the benefits and

value of international education through face-to-face and online platforms.

• There will be a launch event on 19 July 2019 announcing the 10 Ambassadors for 2020.

In July 2019, a redeveloped website with rich student content, reflecting the

themes of Live-Learn-Launch, will be live.

• A new easy to navigate website will be launched and a student newsletter will be

developed to keep students, current and prospective, informed of the activities on in Perth.

Increase the reach of the Airport Welcome Desk

Undertake initiatives to increase the reach of the Airport Welcome Desk and provide

useful, relevant information, advice and merchandise consistent with the needs of

international students.

Increase the reach of the Airport Welcome Desk

By August 2025, the Welcome Desk will be the first point of contact for at

least 75% of new commencements, each calendar year.

• Jointly funded through the CoP, JTSI, sponsors and StudyPerth.

• Discussions being held with Perth Airport to expand the Welcome Desk service into T3 and T4,

commencing 2020.

• Expansion of operating weeks by one week for Semesters 1 and 2, and by two weeks for

Semester 3, equaling a total of 20 open weeks per year. This has already commenced and

StudyPerth is on target to reach out to 8,000 international students in 2019.

• Students get a warm friendly Welcome from volunteer Student Greeters who have been

trained in answering a range of questions new students may have on arrival. New students

also receive a welcome pack with information and other gifts to start them on their journey in

Perth.

Regional Advisory Panels (RAPs)

Establish and support Regional Advisory Panels (RAPs) for each priority region to plan joint

activities and campaigns, such as inbounds, outbounds and digital activities.

Regional Advisory Panels (RAPs)

By July 2019, RAPs for identified priority regions will be established.

• In April 2019 the China RAP met for the first time, with regular meetings booked over the

coming months.

• Further RAPs will be identified and formed for priority regions

Digital Marketing Campaign - Destination Perth

Establish a Digital Marketing Campaign: Destination Perth, promoting Perth as a first-

choice study destination in priority regions.

Digital Marketing Campaign - Destination Perth

From January 2019, as funding permits, plan, procure and manage a digital

marketing campaign for each priority region.

• StudyPerth has successfully launched and concluded the pilot campaign for Destination

Perth: Beyond Education and is currently reviewing the project and campaign reporting to

come to recommendations for phase 2.

• QS Research showed lack of brand

awareness for Perth in China

• First time ever, all five WA universities have

come together to form a project team and

create a digital destination marketing

campaign in second tier Chinese cities:

• Guangzhou

• Hangzhou

• Wuhan

• Nanjing

• Chengdu

• Xiamen

• Project managed by StudyPerth through a

digital agency.

Background

Deliverables

1. Brand Platform;

2. Toolkit of Collateral, Imagery etc;

reusable for future campaigns

Beyond Education:

• Better Lifestyle

Abundant Lifestyle

• Better Experience

Diverse Experience

• Better Opportunity

Infinite Opportunity

Brand Platform

24 hours in Perth

Economic Memes

Perfect study destination Cost-effective Top educationPromising futureConvenient Travel Safe and livable

Beyond a thousand books

Statistics

5m core

audience6 priority

cities

7 digital channels

>40mimpressions

>96k website page views

>260k social interactions

114% increase in Perth share of voice

? potential applicants

137 leadscaptured

Data from 12 March – 14 May 2019

THANK YOU