Victoria University Online Campaign

Invest in yourself

A suite of marketing campaigns for Victoria University Online that gets to the heart of why it matters.

Client

Victoria University Online
Keypath Education

Sector

Higher Education

Services

Campaign narrative
Communication strategy
Video production

Background

VU Online is ranked among the world’s top two percent of universities, and respected by employers and professionals alike.

From business to healthcare, Victoria University Online is known for industry-focused postgraduate courses as well as high-calibre facilitators and academics and “combines a track record in tertiary education that puts students first with a deep understanding of contemporary online learning.”

The situation

As the demand for postgraduate degrees has surged, more and more universities are offering online courses, creating a crowded, competitive and often undifferentiated space.

The online postgraduate market is significantly different to on-campus undergraduate. Being 100% online means that students can study at any university, anywhere in Australia. As a result, when weighing up options future students are looking for the best-fit solution, not necessarily the closest university or the most prestigious brand.

Postgraduate education is a significant investment in time and money, and it can be challenging for future students to make the right choice with so many options available.

Once their journey begins, potential students are met with a barrage of advertising and messaging spruiking the functional benefits of online postgraduate education—100% online, flexible, accelerated to fit in with your busy life, and the rational benefits of making more money and advancing your career. These are the works good value propositions in action.

We want to give them more reasons why.

The solution

From a Master of Financial Planning to a Master of Public Health, there are personal, community—even global—impact stories to tell. These are the ‘why’ – the personal emotional drivers and impact. The feel good aspect.

We worked with VU Online to develop a suite of marketing campaigns that gets to the heart of why postgraduate degrees matter.

Based on finely targeted personas, we were able to uncover and tell the stories of why their chosen path matters through emotive narratives that capture the viewer’s attention, appeal to their desire to make a difference and encourage them to take the next step in their career and life.

Victoria University Online – Marketing Campaigns