TIQ Australia

Best Semester Abroad Campaign Report 2016-2017

www.tiq.qld.gov.au

Anais

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Dear Queensland, you changed my life. I wanted to thank you for absolutely everything, even for the tears. You taught me to laugh intensively, to leave a part of me behind to reach my goals, to say hello and goodbye at the same time, to stop fearing my fears, to know what I like and what I don’t. You taught me my limits are beyond what I thought and that I can trust in myself, but also trust others. Thank you for making me happy, for giving me these magic moments with nature, for the sunsets, the barbecues, the dancing, the trips with my friends, the sun, the lightning, the beach and the mountains, the waterfalls, the kangaroos, the koalas, the spiders and the geckos. But, overall, thank you very much for each one of the people you put in my way, because I learnt something new from all of them, and with them I have lived unforgettable times.

Thank you for being a dream come true, and the best experience in my life. See you soon, mate.

Best Semester Abroad Campaign Report 2016-2017

Executive Summary

The campaign phases included:

Trade & Investment Queensland’s (TIQ) International Education and Training Unit (IETU) designed and delivered the Best Semester Abroad (BSA) program to promote Queensland as the number one destination for international students to live, study and work.

The campaign aimed to:

01 phase

Research and consultation A focus group was formed and surveys were sent out to gain insights on how to improve on the Ultimate Gap Year marketing campaign of 2014/15.

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position Queensland as a leading destination for international students

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share professional and user generated social media content showcasing Queensland as the preferred study destination at a scale never before reached

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p artner with industry to extend the reach of the campaign

02 phase

36 sponsors were secured contributing almost $500,000 in prizes and promotional support.

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i ncrease the number of enquiries regarding study in Queensland

Expressions of Interest for Sponsorship

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produce lifelong ambassadors for Queensland.

Background

03 phase

The competition Over 2,000 people entered the competition by submitting a video profile onto the competition website.

The winners were chosen by sponsors and TIQ via a video interview.

The project was aligned to the International Education and Training Strategy to Advance Queensland 2016–2026:

Promoting Queensland Internationally

04

The ambassador program

05

The web series

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phase

Enhancing the Student Experience

The BSA was a social media competition to identify 20 international student ambassadors to live, study and work in Cairns, Brisbane and the Gold Coast for five months. Their journey was captured by a web series called Summer Life Queensland (SLQ).

phase

On arrival, the students took part in official events to promote Queensland including the launch of the IET Strategy.

Ten episodes were produced beginning with their departure from their home country until their graduation.

Key Dates Time Line

29/05/2016

10/07/2016

1/10/2016

19/11/2016

Campaign launched by the Deputy Premier of Queensland, the Honourable Jackie Trad MP

Top 150 announced via a video message on the Study Queensland social media channels

Top 20 arrived for a one week induction program on the Gold Coast

Episode 1 of SLQ was launched

26/06/2016

29/07/2016

10/2016 - 02/2017

27/03/2017

Competition closed

Top 20 winners announced by the Deputy Premier of Queensland, the Honourable Jackie Trad MP

Ambassadors document their experience across multiple social media channels

Episode 10 of SLQ was aired

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Fitri

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One semester studying in Queensland was able to make me know the world closer.Living and studying in a diverse culture and country has taught me how to open up my horizons as wide as I can.

Getting a valuable opportunity to gain knowledge and skills in the field of teaching and learning of the children is the thing I am so grateful for. I have always wanted to improve professionalism and understanding in terms of children’s education and I am now feeling the great benefits and experiences of undergoing a Cert III study in Early Childhood Education and Care at Charlton Brown by Study Queensland.

Experience and skills that I have right now would be very useful for my community back home in Palembang, South Sumatera Indonesia.

Best Semester Abroad Campaign Report 2016-2017

winners

BEST SEMESTER ABROAD winners

The Ambassadors CHILE

INDONESIA

Jocelyn

Pali

Alfian

Fitri

28-year-old communications specialist from Chile studied at Cairns Language Centre.

Jocelyn was sponsored by Cairns Sharehouse and Kangaroo.

25-year-old pilates trainer from Chile studied at Qii in Brisbane. Pali was sponsored by Student One and Kangaroo.

21-year-old law student from Indonesia studied English at TAFE Gold Coast.

Alfian was sponsored

by Fortrust and ASAP Homestays.

23-year-old teacher of street kids from Indonesia studied at Charlton Brown in Brisbane. Fortrust and Student One sponsored Fitri.

SPAIN

MEXICO

Anais

Elena

Susy

Vero

23-year-old fashion marketing specialist and former provincial swimming champion from Spain studied English at Bond University on the Gold Coast. Go Study sponsored Anais along with ASAP Homestays.

21-year-old biochemist from Spain studied English at UQ-ICTE in Brisbane.

Go Study and Student One sponsored Elena.

24-year-old architect from Mexico studied at Envirotech on the Gold Coast. Susy was sponsored

by ASAP Homestays and Australian Option.

25-year-old kindergarten teacher from Mexico studied English at Langports in Brisbane.

Student One and Australian Option sponsored Vero.

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BEST SEMESTER ABROAD winners

The Ambassadors JAPAN

PHILIPPINES

Aneka

Shimon

Richelle

Tiffany

23-year-old hospitality worker from Japan studied a cabin crew course at Aviation Australia in Brisbane. Aneka was sponsored by Student One and ICC.

20-year-old Abercrombie and Fitch clerk from Japan studied Business at TAFE North in Cairns. Shimon was sponsored by ICC and Cairns Sharehouse.

18-year-old recent high school graduate from the Philippines, Richelle was a national karate champion in her age group and is an amazing singer. Viva College and Student One sponsored Richelle.

25-year-old customer service rep from the Philippines studied Business at Cairns Business College. Kokos and Cairns Sharehouse sponsored Tiffany.

SOUTH KOREA

Sean

Sonny

Amber

Summer

24-year-old global marketing professional from South Korea studied at Browns Professional in Brisbane. Sean was sponsored by Kokos and Student One.

24- year-old political science and international studies student from South Korea studied at Griffith University on the Gold Coast. Kokos and ASAP Homestays sponsored Sonny.

25-year-old street performer and tattooist from Taiwan studied at ACU in Brisbane. Amber was sponsored by Student One and Jris.

24-year-old volunteer worker from Taiwan studied at Embassy English on the Gold Coast.

Summer also completed an internship with Australian Internships during her stay and was sponsored by Jris and ASAP Homestays.

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TAIWAN

Best Semester Abroad Campaign Report 2016-2017

winners

THAILAND

ITALY

An

Kiki

Luca

Samuele

20-year-old law student from Thailand studied English at Cairns College of English and Business.

Ednet and Cairns Sharehouse sponsored An.

23-year-old marketing intern from Thailand studied at Sarina Russo Institute in Brisbane.

Ednet and Student One sponsored Kiki.

20-year-old biomedical engineering student and soccer referee from Italy studied at Kaplan International in Cairns.

Go Study sponsored Luca along with Cairns Sharehouse.

22-year-old anthropologist from Italy studied at Sarina Russo Institute in Brisbane. Go Study and Student One sponsored Samuele.

Samuele “Well, I’ve been in Queensland for four months now and during my time here, I have learned a lot.

Queensland is a place that attracts and collects nationalities from all over the world and I have learned how others’ cultures are beautiful and different from what I expected. I have learned how people can live surrounded by nature without damaging it. I met incredible people, travelers, and a new way of thinking and living life. Because of all of this, I have learned that all dreams can be achieved, that no door is closed at the start, and with real desire it’s genuinely possible to change life.”

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a cabin cabin crew crew course course at at Aviation Aviation

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KEY OUTCOMES

11,000 clicks

500,000 engagements

5,000 shares

Top video – episode number three with 4,500 likes and 181,000 views

600,000 page views

850,000 impressions

6,000 new Facebook fans

Summer Life Queensland social media channels Reached 13 million people

254,000 minutes of watch time

The Best Semester Abroad (Competition Phase)

35,000 emails captured

12,500 new followers

4 million views

15,000 comments

12,000 pieces of UGC

www.bestsemesterabroad.com.au

2,000 applicants

280 videos 450 new twitter followers

Reached 5 million people

Mobile device used by 81 percent of audience

Summer Life Total

84

3,300

3,182,147

175

–

12,502

Digital Assets t

Image bank of hundreds of professional photos incorporating images taken at the launch event, graduation, video shoots, shot for social content and other collateral that can continue to be used extensively across all SQ activities.

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Hundreds of minutes of international student videos that can be used at events, fairs and across social media channels.

Student Ambassador promotional effectiveness

19 BSAs were contacted via social media about studying in QLD

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Followers 11,722

14,103

Four Besties have been asked to present at education fairs about their experience. Locations include: Jakarta, Thailand and Korea.

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3,082,012 82,732

11 BSAs have appeared in the media to share their experience. This includes appearances on TV, in newspapers, radio and blogs.

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Views

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BSAs had an increase in social media of hundreds or thousands of followers because of the program.

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One third of students indicated a preference to undertake further study now or in the future in Queensland.

Best Semester Abroad Campaign Report 2016-2017

99%

166,996 video views 10,000 more Facebook fans

POSITIVE SENTIMENT!

8,006 page likes

Study Queensland social media channels

Studies in Australia shared Summer Life QLD’s video.

Like - Reply coming here to study!

What memories have you made studying in Australia? #StudiesinAustralia Summer Life QLD

Sherry Liu Is this the last episode?

Ounawan Zandrato I really love it so much one day

I’m so into this series and I love all the

can continue my school over there gonna to be the best for my good jobs.

ambassadors! They are awesome!! Shout

Like - Reply -

out to the ambassodors from my country Taiwan, Amber and Summer, their fan page bring me here!

Like - Reply -

5 - 27 February at 02:48

Andri Palupi How... if I joint to be student Like - Reply - Message - 18 hrs

Like - Reply

SL

1 - 22 March at 15:19

Mark Jayson Cananilla Dancel WANTED TO STUDY THERE TOO! Like - Reply

1 - 22 March at 20:49

Like - Reply -

3 - Commented on by Patrick Hafenstein [7] -

4 March at 13:51

Mark Jayson Cananilla Dancel yes I will J thanks for this

Like - Reply -

Tepp Daki Are you Filipino too? Just do what you want to pursue.

5 - 4 March at 13:52

Like - Reply -

Richelle Liam Another Filipino Student Ambassador here! Just letting

that 2 - 24 March at 18:27

3 - 6 March at 22.23

you know that nothing’s impossible. Tepp & I are here to support you

Echo Espejon man I wanna be part of Like - Reply -

SL

1 - 18 March at 01:11

Summer Life QLD Do it! Do it! Do it!

Tiffany Student ambassador from the Philippines

Summer Life QLD Its’ not so far Like - Reply -

1 - 18 March at 21:37

inspiring video. Summer Life QLD

Mark Anthony Andaya hope to experience it also.

1 - 18 April at15:50 •

We love seeing the amazing friendships and adventures students go on when

if you ever need any help!

Like - Reply -

#TeamPhilippines

4 - 6 March at 22.28

SL

Summer Life QLD What’s stopping

Brendon Ferrier I made the memories, I had to say goodbye as well, they

you?!

should get back together like I plan to with my mates back in Mackay

Like - Reply - 4 March at 06:29

Like - Reply -

2 - 22 March at 11:58

Student UGC Approx.

Total Views/ Reseach 725,063 362,222 128,723 Posts

6,135

124

2,096

3,300*

1,219,308

3,300*

11,569

* Snapchat estimated from UGC

Impact on Tourism

Student Feedback

45%

75%

45%

travelled to 6-10 cities in Queensland

travelled interstate to Melbourne or Sydney

had a friend or family member visit them in Queensland from overseas

of Besties

of Besties

of Besties

90%

80%

85%

rated their accommodation

rated their institutions

rated their education agent

of Besties

of STUDENTS

of STUDENTS

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Sonny

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The year 2016 was one of the best years in my life because of Queensland.

I was looking forward to finding new treasures in Queensland and I’ve found many. My Australian family is one of them. My Aussie mum, dad and sisters gave me unforgettable memories in the Gold Coast. I’ve also made a lot of awesome friends with whom I’ve shared amazing experiences. Those experiences and people have made me change to be more challenging, humble, and mature. I want to share my lovely memories of Queensland with my family and friends in Korea to make them happier as well.

Best Semester Abroad Campaign Report 2016-2017

Sponsor Feedback

Key Learnings

Sponsors of the campaign were Student One, ICC, GoStudy, Ednet, Fortrust, Kangaroo, Jris, Kokos, Langports, Australian Option, ASAP Homestays, Cairns Sharehouse, Aviation Australia, University of Queensland, Charlton Brown, James Cook University, Sarina Russo Institute, Qii, Browns Professional, Australian Catholic University, Langports, TAFE Gold Coast, Bond University, Griffith University, Embassy English, Envirotech, Cairns College of English and Business, Cairns Language Centre, Kaplan International, TAFE North and Cairns Business College. Their feedback included:

1. Greater lead time and better communication is required to attract more sponsors and integrate an earned media strategy into the campaign

1. 64 percent indicating an effective or very effective outcome for increased brand value and perception internationally.

2. 69 percent indicating the campaign was effective or very effective at increasing awareness of our offering in target markets.

3. 31 percent reporting increased enrolments from the target market as a result of the campaign.

4. 53 percent of respondents indicated the campaign was effective or very effective at increasing web activity (site visitors).

5. 57 percent felt the campaign increased media exposure in target markets.

2. Ambassador programs should slightly overlap so that current ambassadors can help promote the next round and train the incoming ambassadors.

3. Regular social media training for ambassadors – not only in their first week of arrival in order to maintain motivation to post more and better content.

4. Greater use of multiple languages – not just for the hero episodes but for all social media content to increase engagement.

5. While the campaign was aimed at increasing brand awareness of Queensland as a study destination, better tracking of enrolments and enquiries is needed.

6. Greater integration back to SQ platforms is recommended along with a system to track from enquiry to enrolment.

Conclusion The Best Semester Abroad was a great example of industry and government working together to promote Queensland through pooled resources and a combined effort. With largely positive feedback from students and sponsors, significant social media reach and engagement and great exposure of Queensland as a study destination, TIQ will continue to develop, refine and improve future marketing campaigns with maximum impact for the Queensland IET sector. Future campaign options will be explored with invested brands (including BSA and SLQ) as well as a wider net to capture additional target areas. For further information and enquiries, please contact Mr Patrick Hafenstein, Group Manager, International Education and Training Unit, Trade & Investment Queensland.

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