2007 Annual report (PDF 8.1 Mb) - University of Melbourne

BINDING THE
stRANDS TOGETHER
2007 saw the University’s marketing
focus on brand and image to promote the
Melbourne Model and to communicate
the six New Generation undergraduate
degrees and new courses and pathways to
graduate education.
DreaMlarge
Strategic Priorities
> Launch a high-impact brand advertising
campaign with consistent approach
across all major media and integrate with
Melbourne Model launch
> Promote attributes of Melbourne Model
and Melbourne Model graduates to
prospective students, employers and
other external stakeholders through
newsletters, correspondence, road shows
and events
> Coordinate University marketing activity
through Marketing and Communications
Reference Group (M&C Reference Group)
Achievements
The Melbourne Model was formally
launched to the public in April 2007, at
a launch structured around explaining to
stakeholders and the media the vision
driving the University’s new model for
education. The ‘DreamLarge’ cinema and
television advertising campaign supporting
the introduction of the Model was unveiled
at the launch. The campaign stressed the
opportunities opened to all by education,
with each advertisement drawing
on current examples of research and
Knowledge Transfer at the University.
Introduction of the DreamLarge campaign
provided an overarching promotional
platform to tie together course
promotion, recruitment, research and
student scholarship activity. A sustained
multimedia program operated throughout
the year with increased activity around
important public events such as Open Day.
In conjunction with the DreamLarge
campaign, the University made significant
advances in branding, merchandising
and signage programs designed. This
was particularly evident on Open Day
with a record crowd of more than 60,000
immersed in an atmosphere of ‘University
blue’ and consistent messaging throughout
the campus from banners to the branded
suite of marketing publications.
The successful launch of the Melbourne
Model was followed by a process of school
visits across the state, with public sessions
and private explanations throughout the
year to ensure all sectors of the community
understand the University’s new approach.
A range of new student recruitment
publications assisted in the process.
Open Day provided an opportunity
to provide detailed information to a
crowd already well-informed about
the broad Melbourne Model approach.
Other highlights of the University’s
communications program were the annual
Town and Gown dinner, the Postgraduate
Expo and the Graduate Schools launch in
October. The M&C Reference Group met
monthly throughout the year to coordinate
marketing activities.
New Media
Strategic Priority
> Develop new digital media including
podcasts and video magazines and
update existing publications, including,
Research Review and the Melbourne
University Magazine to align with the
University’s marketing strategy
Achievements
The use of the web as a key
communications tool was developed
through internet-based marketing programs
and online communications. A range of
digital material and DVDs were developed
to promote the Melbourne Model while
21 ‘Melbourne Upclose’ podcasts and 17
episodes of ‘Visions’ web-streamed TV
provided a range of content with broad
reach and further syndication to media to
widen the broadcast and distribution of
University content.
The colour tabloid Melbourne Voice was
introduced during the year to replace
UniNews in providing a fortnightly review
of news, scholarship and events. The
Research Review continued to showcase
the best of the University’s research and the
Melbourne University Magazine was sent to
the University’s stakeholders including more
than 160,000 alumni around the world. Its
role for future years is under review.
A Marketing Recruitment and Advancement
planning conference was convened to
develop an integrated marketing activity
plan for implementation in 2008. Marketing
in 2008 will focus on the establishment
of Graduate Schools and promotion of
the developments in Graduate Education.
The key feature of the 2008 marketing
program will be integration to showcase
all aspects of the University. Activity in
key interstate and overseas markets will
combine alumni, recruitment, learning and
teaching, research, and knowledge transfer
activities together into concentrated periods
of activity.
Infrastructure
Enhance the quality of
student experience
through improved IT and
physical infrastructure
Ensure that physical
infrastructure is in
plACe which supports
Growing Esteem
Strategic Priorities
> Develop and implement a masterplan
with a view towards enhancing the
Melbourne Experience, and providing a
better learning environment, including
learning hubs
> Ensure that learning and teaching capital
works priorities are aligned with the
University’s masterplan
> Ensure that the student hub/resource
centre is ready for the introduction of the
Melbourne Model
> Examine options for the consolidation of
undergraduate teaching spaces on the
Parkville campus
Achievements
The preparation of a new Parkville campus
masterplan to support Growing Esteem is
well advanced. The masterplan process
takes into account the transition to the
Melbourne Model as mapped out by the
Curriculum Commission, to support delivery
of both New Generation undergraduate
degrees and graduate schools. The final
masterplan will involve ongoing physical
and IT infrastructure projects and will also
incorporate the recommendations of the
Information Futures Commission for the
University’s information strategy for the
next decade.
A key priority for infrastructure planning is
to make provision for the learning precincts
to support the Melbourne Model. The
design rationale for these innovative spaces
is set out on page 41 in the Teaching and
Learning section.
Design and development for the first
learning precinct the – Eastern Precinct
was completed during the year. Project
completion is scheduled for late in 2008,
with a budget of $15.5 million.
Refurbishment works were carried out
during the latter part of 2007 to create a
Student Learning Centre in the Engineering
Precinct. The project was completed in
late 2007 in time for first semester 2008
at a cost of $2.2 million. Design and
development has commenced for the
co-located library/student centre in the
The University of Melbourne Annual Report 2007 61