News : Microsite by Market United Exceeds Murdoch University’s Target

13-7-2007

Market United recently launched Murdoch University’s mid year enrolment microsite, www.midyear.murdoch.edu.au. Only ten days later, and before the primary online media activity had even commenced, the microsite activity had exceeded the lead generation target for the campaign. Since the launch of the campaign’s other elements, the number of leads for Murdoch mid year enrolments has now almost tripled the projected number.

Aimed at prospective mature age students, the tool provided on the microsite requires visitors to answer a short series of questions. Visitors choose the course they are most interested in and select their pre-qualifications. The tool then allows visitors to find out whether they qualify for their choice of course based on their previous education and training, and—if the visitor does qualify—provides steps on how to apply.

The stencil art creative execution used in the microsite was effectively integrated with the campaign’s offline print material, therefore enabling a seemless transition from offline to online.

‘We’ve definitely been able to have some fun with this campaign,” said Tammy Cooksey, Account Director at Market United. “One of the most popular features has been the creation of an avatar—a personalised digital representation of someone’s image—for each visitor. These avatars have been designed to be compatible with MySpace, Facebook and Instant Messenger technologies, which has added value to each visitor’s experience of the Murdoch mid year campaign site.”

Explore the site for yourself at www.midyear.murdoch.edu.au.