The Australian School of Business (ASB) is the biggest faculty within the UNSW comprising of 9 different schools, 9 research centres, 14,000 students, over 430 staff and more than 57,000 alumni.zuyni
ASB had a number of fragmented social media presences aimed across a range of diverse audience groups that suffered from low awareness, minimal audience engagement, and an overall lack of purpose. ASB required an overarching strategy that informed ASB perceptions, product structure and university choice decisions in a way that engaged the respective audiences.
Zuni worked closely with 12 key stakeholder groups to produce a clear set of business requirements aligned to the ASB 2015 Vision and Strategy. To determine audience insights, we conducted quantitative and qualitative audience research, a literature review of existing audience research, comprehensive analysis of social media by the key demographics and identified case studies of best practice social media adoption by international universities.
The resulting social media strategy addressed the entire student journey. Specifically the strategy provided a framework for ASB to develop a relationship with prospective students prior to making their university choice, providing social utility to support the current student experience, and then creating a meaningful relationship context for professional network development built around business insights and knowledge.
The strategy provided an umbrella approach, channel plans across key audience groups, a framework for managing and monitoring social media activities and a recommendation on a dashboard tool.
Results & Success
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