RMIT Template Advertising How to make it really work for you.

School/Department/AreaSlide 2 Agenda What are templates How to use them Systems Workshop Discussion

School/Department/AreaSlide 3 The Incredble Jaguar V12.

School/Department/AreaSlide 4 The Marketplace Highly competitive –Students, staff, research grants, donations –Share of mind –Not just universities, but all advertisers Consistent branding is crucial Promote like a major advertiser Get noticed or perish

School/Department/AreaSlide 5 University Marketing Custodian of the brand Develop RMIT campaigns Copywriting advice Media advice A view from the outside Negotiate compensation Backroom function On your side

School/Department/AreaSlide 6 Advertising Templates Streamlined process for producing ads Supports RMIT corporate branding Cost effective Easy to use Quick Stand out in the media Three Stakeholders: –Portfolios –University Marketing –Mitchells Spinach are not involved

School/Department/AreaSlide 7 Mitchells Media Agency Big - $900 million billings Great depth of media expertise –A valuable resource RMIT is part of the Govt media contract (MAMS) Two divisions: –Campaign Division: Large and complex campaigns Co-ordinated through University Marketing Needs time for planning –Non Campaign Division: Single ads Usually one appearance Very cost effective

School/Department/AreaSlide 8 Non Campaign Division An advertising production line –Book ads –Produce ads High volume Quick turn around RMIT provide all copy / layout Mitchells assemble the components RMIT must follow their regulated process –If not it becomes a Campaign ad

School/Department/AreaSlide 9 Do’s and Don’ts The Non Campaign Division do: –Provide media advice –Book media space –Produces ads to fill the space to a pre-determined template They do not –Design ads –Write ads –Produce ads booked by the Campaign Division or anyone else

School/Department/AreaSlide 10 Template Vs. Campaign Template AdCampaign Ad  Simple message  Sophisticated message  Small space <A5  Bigger campaign budgets  Single or multiple insertions  Multiple media  One size, one ad  Multiple sizes /different shaped ads  Low cost production  More costly and complex production  Quick, simple planning and booking  Time to plan media and develop creative  Usually one insertion  In the market longer  Booked by Non Campaign Division  Planned and booked by Campaign Division  Produced by Non Campaign Division  Not produced by Mitchells  No creative input from any agency  Creative input from the RMIT agency

School/Department/AreaSlide 11 Usage Simple communication: –use a template More complex communication: –consider a campaign Don’t use a template to save money on a campaign Template advertising is print only –Use of other media means you need a campaign

School/Department/AreaSlide 12 Using the Templates Be specific when you write or brief –Audience –Focus of message –Target audience view point –Use past info to assist Follow guidelines –Word count –Layout Different sizes count as a new ad

School/Department/AreaSlide 13 Plan ahead –The more time you allow means the more time you have for approvals –Time to make revisions –Capacity to handle urgent jobs Open mind –Ask ‘will my copy motivate the target?’ Seek an independent view

School/Department/AreaSlide 14 Copy changes Make all your changes before you move into production –Copy changes are quick –Production changes take up to 8 hours Mitchells allow only ONE COPY CHANGE –After that your production cost doubles A more efficient system –Saves time / frustration

School/Department/AreaSlide 15 Ad Requests Ad Request form –The start point Benefits –Easy to use –All info in one place –Focuses your communication need –Improves speed and quality of service

School/Department/AreaSlide 16 Timing Ten day timeframe agreed New streamlined processes with Mitchells –More productive time use – Quicker turnaround –Less opportunity for error New timing provides maximum Portfolio time for revisions and approvals

School/Department/AreaSlide 17 The Steps StepActionDayEst. Work time STEP 1:Request for Costs by Portfolio1Same day STEP 2:Cost Approval by portfolio2-3One day STEP 3:Book media2-3One day STEP 4:Copy development2-6Four days STEP 5:Final copy approval6Inc. above STEP 6:Proof production7One day STEP 7:Approval8One day STEP 8:Revisions9One day STEP 9:Additional revisions9One day STEP 7R:Revised proof One day STEP 10:Material Despatch104 hours

School/Department/AreaSlide 18 Revisions Only one set of corrections before additional costs are incurred –Additional revisions treated as a new job Quicker, easier to make revisions at copy stage Avoid proof revisions: –Maximise accuracy early on –Correct at copy stage –Involve University Marketing

School/Department/AreaSlide 19 Summary of the Process Fill in the Ad request as fully as possible Prepare your copy Secure approval before production starts Allow a minimum 24 hours for production Allow 8 hours for proof revisions Nominate your School approval deadline The material deadline is IMMOVABLE

School/Department/AreaSlide 20 Writing Good ads Think about it first Assume nobody wants to read your ad WIIFM One ad, one promise KISS Avoid jargon Avoid passive language Write in the second person –‘You’ / ‘yours’ not ‘we’ / ‘ours’ Avoid ‘undergraduate’ Promote the course

School/Department/AreaSlide 21 Let’s make it work together. Thanks for your time.