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Media Intelligence : MT Resource Guide 2011
MediaTitles 77 case study custom & client magazines What was the product aim? The Business School of the University of Technology, Sydney, wanted to increase brand awareness and credibility. The Business School’s focus was a long-term approach to re-positioning the university to attract new students and ensure the calibre was high. Its chief objective is to raise the bar and reach out to a higher grade of student. How did B21C evolve? B21C started online and moved into print. We created the concept and a lot of the content then published online for around six months. It was only when the magazine was published, that [we found] the print element of the program added so much more weight to what they were trying to achieve: The vision and content around B21C really only gained traction amongst our audience once it was in print. It’s a virtuous circle – they read the magazine, they’re pointed to the website. People go to the website, they look out for the magazine. It all tied in together in a self-perpetuating campaign. It’s a long-term ROI and an on-going program that is going to build more engagement with the different target audiences. What strategy did you employ? We found that launching an integrated print-and-digital-content strategy in the form of a sub-brand – Business21C (B21C) – sparked an increase in brand awareness, affinity and credibility, leading to immediate spikes of activity. How was its effectiveness measured? The results of this brand engagement strategy were overwhelming. For example, 10 days after the launch of the first issue, subscribers numbered just under 550; one week prior to the launch of issue two of Business21C magazine this number had swollen to 3,655. And Business21C magazine was awarded Launch of the Year, 2010 [Publishers Australia]. The interesting thing is the cut-through achieved. The website showcases what we put together, aimed at appealing to a certain type of student – including designers, marketing and media students. The style and tone that were used and the challenging of conventional business thinking were all aimed at a more creative mind so a unique point of difference was created, away from what other traditional universities were offering. What is its online position? The B21C brand has various touch-points for engagement - website, podcasts, vodcasts and social networking sites such as Twitter and Facebook as well as LinkedIn, discussion boards and blogging on the site. When it comes to a fully integrated model B21C is a most comprehensive example and clearly reflects where the industry is moving. case study “People go to the website, they look out for the magazine. It’s all tied in together in a self-perpetuating campaign.” – Fergus Stoddart, Director, Edge Media (pictured seated below) Print ramPs uP online business Edge Media’s launch of a print product for the UTS Business School after establishing an online format, resulted in a huge spike in subscriptions. Edge Media Director Fergus Stoddart outlines the strategy. 77 p77 caseStydy_edgeMedia.indd 77 14/4/11 1:51:05 AM
MT Resource 2010
Media Trends+Strategy 2012