“Innovation” lies at the heart of UNSW Sydney (UNSW). Home to researchers, entrepreneurs, and leaders, UNSW has become a top university choice for students across Australia and around the world who are interested in becoming pioneers.
This spirit of innovation not only inspires students, but also all the faculty and staff working at UNSW. “UNSW is a research-intensive university with ambitious plans for the future while staying true to a tradition of excellence,” says Sydney Demaria, head of strategy and planning for recruitment and marketing at UNSW. “That’s what makes being a part of UNSW so exciting. We all want to be cultivating that tradition into a next phase of growth. And for us, that means leaning into digital.”
Historically universities relied on analogue strategies to engage and recruit potential students: face-to-face meetings, outreach events, and paper pamphlets. However, as the higher education sector has become increasingly competitive, universities are rapidly investing to become more digitally oriented. As one critical pillar in its digital transformation agenda, UNSW saw a need and opportunity to boost enrolments by delivering more personalised messaging to potential students online.
UNSW had four main objectives to support student recruitment with its digital transformation: gain a single view of potential applicants across channels, create a consistent omnichannel experience for these students, personalise messaging, and gain a better understanding of how the new messaging connects with students. Adobe Experience Cloud provides all the applications UNSW needs to address these challenges in one integrated solution.
“We had a lot that we wanted to achieve through building our digital maturity,” says Livia McKenzie, Head of Marketing and Campaigns for student recruitment at UNSW. “Adobe Experience Cloud has given us access to sophisticated tools to create consistently compelling experiences for our future student audiences.”