As education options diversify, it’s more important than ever to keep uni students engaged and happy on campus. This presentation will address how data is being used to engage uni students, demonstrating the ground-breaking approach that the Macquarie University Campus Life team are undertaking to transform their student experience.

1. Data Engaging Students
Presented at CampusLink, September 2014, Sydney
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Confidential

2. Hi, I’m Valentina
Co-owner & Client
Relationship Director of
specialist digital agency Zuni
Current clients include
Macquarie University, TAFE
Michael Hill, NRMA, Lend
Lease, ABC Music, Universal
Music
20 years agency-side
experience
© 2014 Zuni | All Rights Reserved | Confidential

3. Data is VERY important
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4. Digital Strategy Process
Document the business objectives and the expectation of digital’s role in achieving them,
as well as current asset performance
Understand key target audiences, their online behaviour and determine how they use
digital as part of the customer journey to purchase / engage with the product / service
Review the broader market and competitive environment
Develop an overarching framework that outlines how the various elements of digital work
in harmony to achieve the objectives
Develop specific executional plans that can be implemented
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5. Primary Objectives
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6. UNDERSTAND THE TARGET AUDIENCE
Map out how the target audience
uses digital channels to engage with
the problem area / solution options
and brands, focusing on
understanding their digital behaviour
and requirements.
Key areas of focus:
• What does the customer journey
for the product / service look like
• How is digital used as part of that
process
• What users want – functionality,
channel and content
• Differences between target
audiences
• Frequency of visits

7. How we understood student needs
1. On-site interviews, in their environment
2. Campus Surveys
3. Research insights
4. Feedback Reports
5. Public Research / Reports
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8. Awareness
• Disparate digital channels
• Disparate physical
locations
• Disparate social groupings
• No reliable means of
broadcasting to students
• Untargeted broadcast
becomes background
noise
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9. Convenience
• Disparate physical
locations
• Disparate timetables
• Students actively create
whole days on campus to
reduce number of days on
campus each week
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10. Interest
• Disparate interests
• Students would rather
hear about nothing than
hear about everything
• Potentially nothing
happening of interest to a
given student
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11. © 2014 Zuni | All Rights Reserved | Confidential
Email
• Limited access to personal email
addresses
• Most students don’t check university
email addresses
• Some student groups (clubs, groups)
have personal email addresses

12. In summary…
• No reliable digital broadcast channel
• Facebook Pages centered around an
event, an interest category, a shared
circumstance and a venue
• Product-centric website used by
people after specific information, not
as a destination in itself
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13. THE CHALLENGE
To make a diverse audience aware of campus activities
that suit their specific interests and circumstances.
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14. Data Enabling Personalisation
Basic email sending
Basic reporting
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PERSONALISED
CONTENT:
Segmented based
on purchase
behaviour
1:1 CUSTOMER
EXPERIENCE:
When the
customer wants,
in the channel
they want, based
on behaviour in
multiple channels
TOOLSET & INTEGRATION
TIME & DATA CAPTURE

15. © 2014 Zuni | All Rights Reserved | Confidential

16. Student-centric engagement
CAMPUS LIFE PLATFORM
Group and Event
Management System
Preferences/Data
Social Website
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ADMINS
Student
Email
STUDENT

17. Student-centric engagement
AUTOMATED CAMPUS LIFE MARKETING
PLATFORM
Group and Event
Management System
DATA
Preferences/Data
JOURNEY
Social Website
© 2014 Zuni | All Rights Reserved | Confidential
ADMINS
Student
Email
STUDENT

18. Student-centric engagement,
based on their own data
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25. ?
Questions
Valentina Borbone
Client Relationship Director
e: valentina.borbone@zuni.com.au
w: www.zuni.com.au
p: 02 9516 5480
t: valentina1975
l: au.linkedin.com/in/valentinaborbone/
© 2014 Zuni | All Rights Reserved | Confidential