UniPASS Report Semester 1 2012 - Unilife - Curtin University

Promotion and Marketing
UniPASS Semester 1 2012 Report
UniPASS undertook an extensive marketing campaign for semester one 2012. As a new program with different
learning methodologies and outcomes from existing academic support a strong promotional strategy was essential.
The main aim of the strategy was to build support and rapport with key academic staff and generate strong
awareness of the program amongst students in UniPASS supported units.
The marketing approach included:
• Meeting with key academic and faculty staff to understand needs and build awareness. The Peer Learning
Supervisor met with all key staff at the prior to week two and at the end of the semester or more often if
required. Currently UniPASS has working relationships with 51 faculty staff.
• The marketing message to students communicated the academic benefits of UniPASS and how to register.
Initial student awareness of UniPASS was generated by:
o Presentations in all relevant lectures in weeks one and two.
o Direct emails to all students in UniPASS supported units.
o Posters and flyers in schools.
o A Powerpoint slideshow during lecturers and tutorials by lecturers to remind students.
• A slide show and/or presentation at most school orientations.
• Reminder direct emails to students during the semester.
• Online session registration was established to predict attendance and gain student commitment to attend.
• The UniLife website was updated with current UniPASS information and session timetable information
created.
• Blackboard access to all relevant units was requested to enable the posting of announcements.
• In relevant units the facilitators promoted UniPASS in tutorials and school common rooms during the
semester.
• A trial of extended UniPASS revision sessions was run before exams in some units.
• An iPad promotion was initiated in week four to encourage attendance across all units, with approximately
200 students participating.
• Facilitators were required to send weekly reminder emails to all attendees.
• A bulk email inbox was established to enable direct communication to over 5000 eligible students.
The aims of the marketing strategy were achieved as student awareness was 84% (Figure 3). However, this did not
translate into high levels of attendance in all units. So the end of semester surveys contained questions to generate
insights into developing a more effective marketing message. The two main conclusions from the data were that
time based factors were the biggest reason cited for non-attendance (Figure 5) and that the most effective
communication channel was the lecture or tutor (Figure 4). These results have shaped the communication strategy
for semester two with the main marketing message “UniPASS saves you time” being promoted. Evidence suggests
that one hour of UniPASS is equivalent to three hours study at home (PASS – Accredited Supervisor Manual, 2012).
Other marketing initiatives for semester two 2012 have included:
• Developing a UniPASS Blackboard unit where all students in eligible units are uploaded.
• Removing the need for registration as it proved confusing for many first year students.
• Emphasising the need for strong support from academic staff during lectures.
• Having the facilitators conduct the promotional lecture presentations as they are peers and therefore seen
as more credible.
• Having facilitators continue to visit tutorials to build rapport if attendance is low.
• Continuation of Blackboard announcements and direct student emails during semester.
Raphael Pereira September 2012 UniLife – START – UniPASS 9