How Student Platform Is Driving Engagement (Without Memes)
Reaching your target audience in an overcrowded online space is somewhat of a science.
Yes, there’s the actual science portion of data and analytics which can easily tell you where your target audience lives online, but that’s only half of the equation. If you want to get your message heard by a certain audience, it’s not just about where they spend time online, it’s also (and perhaps most importantly) where they are most engaged. The online space is overflowing. There’s an abundance of noise and content.
The platforms and websites that can stand out in all the noise? The ones who create content for purpose – not content for eyeballs. If you’re a brand with a message you need heard, these are the platforms you need to be spending your advertising dollars. It’s an untapped secret that too-few brands understand the importance of.
Take the education and careers sector for example. Prospective students are not short of websites to visit when actively researching and exploring their options for what and where to study. However, not all websites and resources are created equally, and content for the sake of content, content that does not engage audiences, will never be effective.
That’s why a website like The Footnotes, and it’s in-school channel The Careers Department, can stand out from its competitors because it’s a platform that is purpose-built for the education audience and delivers content that is relevant. With a community that’s been designed for students to inform their study and career choices, The Footnotes is an authority on on-brand messaging across the education space; messaging that fully reaches its audience and messaging that its audience actively engages with.
The Footnotes partnerships manager Samantha Devlin commented: “Over the past few years careers advertising has become somewhat ubiquitous, with major institutions making serious noise and spending serious coin.
“With the upward trend of flexible study, alternate pathways to entry and mid-year admissions, there isn’t just one peak ad push anymore, instead it’s a constant buzz around the wealth of opportunities available through tertiary study. Getting eyeballs on a colourful TVC of a student on campus doesn’t convert into enrolments; students want real insight told by people that aren’t just an advertisement.
“We use real students on campus or recent graduates; and the engagement is well beyond anything a glossy TVC could achieve. We have students tagging their parents, friends, emailing us to ask for advice; we are a community market place with strong ROI.”
From interest pieces to entertainment content and articles that inform their next steps when it comes to study and careers, The Footnotes audience is one that is switched-on and engaged on all levels.
Devlin added: “Our videos are distributed through high schools and to parents, via The Careers Department. Having a licenced in school program means we can monitor what students (and where) are reading, engaging in their course intentions. It makes us smarter when we share content with them.
“A course video that we produce will receive around 60,000 student UBs across the 16 – 20 age group; within a campaign that drove 1800 student leads for an institution.”
In an online world that’s filled with white noise, having a point of difference is key. That’s why The Footnotes is succeeding. The Footnotes effectively promotes further education in a casual and conversational environment without overwhelming an audience that’s often subjected to an overload of information when it comes to choosing what to study and what career path to take. The content is relevant. It’s insightful. It’s engaging and above all else – it’s helpful to its audience, which is ultimately what captivates them and creates a meaningful and sustainable connection.
Beyond digital, the platform (The Careers Department and The Footnotes) reaches students via school visits and magazines. Case studies are available on request: Samantha@thefootnotes.com.au
Latest News
Enjoy A Hahn Solo… And May The Fourth Be With You
This May the fourth Hahn will celebrate alongside Star Wars fans rewarding their passion via a giant Hahn travelling solo through the sky. It’s the one day of the year when all sci-fi fans rejoice and giggle to themselves and Hahn in partnership with Thinkerbell, UM and Affinity is celebrating with an out of this […]
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.