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Advertising archive
The advertising archive lists each of the campaigns that are developed by the Advertising Team throughout the year. It includes the timing of the campaign, the media channels and a copy of the advertising concept.
The site will be regularly updated however if you require additional information please contact Roberta Donovan, Advertising Manager on ext 31164.
2008
2007
Change of Preference 08/09
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| Timing: |
7 December – 30 January 2009 |
| Media: |
The media activity includes prominent ads in each of the Age and Herald Sun features (VCE Results Guide, Round 1 & Round 2 offers).
In the lead up to the Change of Preference event on December 17 at Caulfield, there will be live reads on FOX FM to promote the event and online ads on myspace.com.au.
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| Concept: |
The advertising materials will feature the Monash Passport image (as per the example below). The call to action during December is to attend the Change of Preference event. For the advertisements appearing in January, the call to action is for students to "accept their Monash offer". |
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Change of Preference Day (pdf 443kb) |
Accept your offer (pdf 443kb) |
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Employment branding
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| Timing: |
21 September – 2 November 2008 |
| Media: |
The advertising ran primarily in The Age and The Australian newspapers, with additional placements in specialised magazines such as Cosmos, New Scientist and The Economist. Online ads also appeared on The Age and The Australian websites, together with seek.com.au. |
| Concept: |
To enhance the profile of the University among prospective staff, an employment brand campaign was launched in late September. The campaign profiled a number of Monash University staff and highlights their achievements across broad range of areas including regenerative medicine, disability health, the commercialisation of science and technology projects and bioinformatics. The campaign is designed to profile the incredible range of opportunities available at Monash. |
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Employment branding 1 (pdf 448kb) |
Employment branding 2 (pdf 433kb) |
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The Monash Passport, Educate08 and Monash Education Expo
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| Timing: |
14 September – 10 October 2008 |
| Media: |
The media included an 8-page brochure insert in The Age, a wrap of The Age on Grand Final Day (which included a front page strip and a full page ad) together with prominent placements in The Australian and the Herald Sun newspapers. A three-panel billboard on Warrigal Road was also used, together with other promotional materials including notepads, pull-up banners, event flyers, A3 posters and an event program. Large format signage was also used to wrap the ground level of building H to promote the Passport and the Expo. |
| Concept: |
To launch the Monash Passport, a high profile advertising campaign was developed featuring a distinctive image of the world reflected onto a person's eyeglasses. The campaign theme is "The Monash Passport. The world is your campus". The campaign also promoted Educate08 and the Education Expo (targeting postgraduate and onshore international students). |
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The Monash Passport campaign 1 (pdf 1.19mb) |
The Monash Passport campaign 2 (pdf 447kb) |
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Access Monash
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| Timing: |
1 September - 16 October 2008 |
| Media: |
The campaign ran in metro and ethnic press and included 10 second live reads on metro radio stations and 30 second spots on regional radio stations across Victoria. An online banner ad on ninmsn.com.au and Adshel panels across metro Melbourne were also part of the media mix. |
| Concept: |
The ad concept is an extension of the University's brand campaign "the world awaits you". Using similar imagery, the campaign uses a strong call to action to encourage students to apply now for 2009. |
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Access Monash (pdf 230kb) |
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Research Month
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| Timing: |
21 July – 15 September 2008 |
| Media: |
Media selection included billboards on Warrigal Road and the South Eastern Freeway; press advertising in The Age and The Australian and online banner ads were used to drive traffic to a range of public lectures including a Higher Degrees by Research and Scholarships event. |
| Concept: |
The campaign continued to use the image of the phrenology head on all promotional materials including ads, posters, postcards, banners and billboards under the overarching theme of "research matters". |
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Research Month (pdf 135kb) |
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Peninsula campus campaign
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| Timing: |
20 July - 30 August 2008 |
| Media: |
Media included local press, radio ads on Nova, Adshel panels, billboards and a direct mail piece targeting prospective students in eastern and south-eastern suburbs. Posters and flyers were also produced using the same theme in time for Open Day. |
| Concept: |
The campaign concept focused on the opening of the EastLink Freeway which makes the campus far more accessible for prospective students living in the eastern and south-eastern suburbs. The headline, "it's closer than you think", emphasised the proximity of the campus to Melbourne's eastern suburbs. |
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Peninsula campus campaign (pdf 615kb) |
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Open Day
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| Timing: |
1 July- 3 August 2008 |
| Media: |
Media includes press ads in the Age and Herald Sun Open Day features, radio ads on Nova, 10 second live reads on the Australian Traffic Network and a number of billboards and Adshell panels in proximity to each of the Monash campuses. Localised press is also be used in Gippsland and the Frankston area. |
| Concept: |
Using students as the hero image in the campaign, the concept invites prospective students to be a part of the Jubilee celebrations on Open Day and explore all that Monash has to offer. Ads that appear in suburban and regional press, feature the local campus details more prominently. Below is an example of the Herald Sun press ad. |
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Open Day campaign (pdf 463kb) |
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Wednesdays in the city
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| Timing: |
25 May - 25 June 2008 |
| Media: |
The campaign targeted onshore international students via a mix of promotional activities. These included posters and postcards distributed to local agents, a press release sent to ethnic media outlets, advertisements in ethnic press plus panels at Melbourne Central train station. |
| Concept: |
The advertisements used a fish-eye style cityscape with the headline 'Go to town on Wednesdays’. See example advertisement below. |
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Wednesdays in the city campaign (pdf 1.63 mb) |
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Mid-year intake
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| Timing: |
1 May - 30 May 2008 |
| Media: |
The campaign includes press ads in The Age and Herald Sun, together with 30 second radio ads on FOX FM and 10 second live reads on the Australian Traffic Network (breakfast and drive timeslots across a number of Melbourne radio stations). A new cinema ad was also launched as part of the campaign, which introduced the Go Boldly theme. |
| Concept: |
The mid-year entry campaign was the first to use the new advertising style. All press and radio ads included a call to action, prompting prospective students to visit www.monash.edu/midyear site to find out more.
Below is an example of the press ad that ran in the Herald Sun. |
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Mid-year entry campaign (pdf 143kb) |
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Monash College campaign - February 2008 intake
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| Timing: |
16 December 2007 - 7 February 2008 |
| Media: |
The Age and Herald Sun 1st & 2nd round tertiary features, mX, Frankston Leader and ethnic press. 30 second radio spots on FOX FM during January. Leaderboard strip ad on yahoo.com.au. |
| Concept: |
To be accepted here (MU logo). Accept your offer here (MC logo). |
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Monash college campaign - February 2008 (pdf 164kb) |
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MUELC campaign
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| Timing: |
9 September - 30 October 2007 |
| Media: |
Advertisements in ethnic press including Chinese, Indian, Sri Lankan, Vietnamese, Korean and Japanese publications. Metro press ads in mX. Google Adwords (sponsored search terms) for Victoria only. |
| Concept: |
MUELC. It’s English for Monash. |
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MUELC campaign (pdf 128kb) |
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Postgraduate coursework
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| Timing: |
3 September - 8 October 2007 |
| Media: |
Postgraduate features in metro press including the Herald Sun, mX, Australian Financial Review and The Australian |
| Concept: |
Testimonial style concept showing a number of postgraduate students and describing the success they have achieved as a result of studying at Monash. The headline featuring the words “my world is bigger Post Monash”. |
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Postgraduate coursework campaign (pdf 151kb) |
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Monash College campaign - October 2007 intake |
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| Timing: |
1 - 30 September 2007 |
| Media: |
The Age and Herald Sun VCE exam and results features, Frankston Leader, mX and ethnic press. Leaderboard strip ad on yahoo.com.au |
| Concept: |
To study here (MU logo). You could start here (MC logo). |
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Monash college campaign - October 2007 (pdf 139kb) |
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HDR information sessions 2007
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| Timing: |
26 August - 5 September |
| Media: |
Press ads in The Age and mX and large banner ads on the age.com.au news, technology, education, business and opinion pages. |
| Concept: |
Using the Research Month ad template and imagery, specific ads were designed to promote the HDR information sessions with a revised headline and body copy. |
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HDR information sessions campaign (pdf 153kb) |
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Research Month |
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| Timing: |
5 August - 15 September 2007 |
| Media: |
Metro press including The Age, mX, The Australian, Weekend Australian magazine. Suburban press including Leader papers and the Latrobe Valley Express. Online ads on the age.com.au and a number of billboards across Melbourne. |
| Concept: |
Research Matters. An ad template was developed using a distinctive image of a chronology head on an orange background. Individual ads were developed to promote each of the lectures and events. These were rotated across print and online mediums. |
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Research Month brand campaign (pdf 133kb) |
Research Month event campaign (pdf 149kb) |
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International Application Day |
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| Timing: |
5 August - 2 September 2007 |
| Media: |
Press ads in mX and a mix of ethnic publications including Chinese, Indian, Indonesian, Japanese, Korean and Sri Lankan. Outdoor citysites and highlights at key train stations in metro Melbourne. |
| Concept: |
Calling all international students. International Application Day. |
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International Application Day campaign (pdf 151kb) |
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Open Day |
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| Timing: |
4 July - 5 August 2007 |
| Media: |
Press ads in The Age and Herald Sun tertiary features and Leader suburban papers. Radio spots on Nova plus on-campus event on the day. Panels on bus exteriors in key metro areas across Melbourne. Localised advertising in Gippsland region. |
| Concept: |
The future is in your hands. Make the most of Open Day 2007. |
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Open Day campaign (pdf 148kb) |
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Wednesdays in the city |
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| Timing: |
29 May - 20 June & 1 Sept - 30 October 2007 |
| Media: |
Advertisements in mX and ethnic press |
| Concept: |
International Students - Your good fortune begins this Wednesday. |
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Wednesdays in the city campaign (pdf 151kb) |
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Mid-year entry
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| Timing: |
22 April - 8 June 2007 |
| Media: |
Press ads in mid-year tertiary features in The Age and Herald Sun, together with mX. Radio ads on FOX FM during drive/evening timeslot. Panels on bus exteriors and online ads on yahoo.com.au |
| Concept: |
Another date with destiny. Monash mid-year entry. |
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Mid-year entry campaign (pdf 178kb) |
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