It might not be immediately obvious, but the University of Otago is one of the largest network infrastructure businesses in New Zealand. There are more than 21,000 students, academics and 5,000 staff, accessing and delivering learning content on a daily basis. The University may be one of the nation’s grand old institutions, but its network infrastructure must be cutting-edge.
The University was bringing previously outsourced telecoms and network engineering tasks in-house. And this meant getting a compelling message to people who may not think of an august educational institution as a natural home. However, the opportunity was pretty amazing. To join a team of independently minded experts and work on a seriously large, complex network, which spanned sites in Dunedin, Invercargill, Wellington, and Christchurch, as well as users nationwide. The University had been hailed for its response to the pandemic, it had played a role in developing the COVID vaccine, and no employee had been laid off during the harsh times of 2020. So, there was plenty for us to get our teeth into.
A new creative route(er sorry, Ed) was developed, a far cry from the traditional, campus-based messaging usually employed. We were grateful to our client for allowing us to bend/break their usual rules when it come to communications. And a cross-channel media campaign was delivered across digital & social media, as well as making use of programmatic advertising to target the specific skill and demographic sets we needed. The resulting ads were seen more than 2m times, creating a buzz. And an eventual 1,300 visits to the careers site meant all roles were filled.