MKT103A Assessment 2: IMC Reflection Analysis - RMIT University

This report offers a reflective analysis of RMIT University's Integrated Marketing Communications (IMC) campaign, focusing on its Open Day initiative designed by Cyclone Creative. The analysis examines the campaign's use of social media, PR launch, and outdoor advertising strategies over a three-week period. The report details the campaign's objectives, target audience, and the methods employed to generate awareness and engagement among prospective students and their parents. It assesses the effectiveness of each marketing tool, highlighting the strengths and weaknesses of each approach. The analysis includes an evaluation of the consistency of social media messaging, the impact of the PR launch in building brand image, and the limitations of outdoor advertising strategies. The conclusion provides recommendations for improving the campaign's overall success, with a specific focus on enhancing the outdoor advertising efforts and optimizing resource allocation. The report also references relevant academic sources to support the analysis.

Running head: INTEGRATED MARKETING CAMPAIGN
Integrated Marketing Campaign
Name of the Student:
Name of the University:
Author note:

1INTEGRATED MARKETING CAMPAIGN
Introduction
This paper will elaborate on presenting a reflective paper while conducting academic
research analysis on the Integrated Marketing Communications (IMC) of a brand’s campaign.
The chosen brand’s campaign is that of the RMIT University. It is to note that RMIT
University is an international university of design and technology and is also considered to be
the largest tertiary institution of Australia. Officially, it is called the Royal Melbourne
Institute of Technology (Babacan, 2011). It was founded in the year 1887 by Francis
Ormond. More about this global university can be gathered in its website:
https://www.rmit.edu.au/. However, as what can be identified from the campaign is that the
target audience of this IMC of RMIT University are the school leavers who are planning to
get admission in an institution that can help them in seeing beyond and exploring their future.
It is aimed to develop them and lift them up to their coming phase of life.
Discussion
Reflection on the brand’s campaign
1. Week 1 (Social Media)
The Integrated Marketing Campaign of RMIT University is created by the Cyclone Creative,
presenting in the website under "RMIT University showcases larger than life moments -
AdNews" (2019). It actually is designed in a way that it encourages the school leaders and
their parents to visit on and explore their future at the RMIT Open Day. It is basically
designed for generating awareness among the public and increase the attendance. In terms of
social media, this campaign unfolded as making consistency, the core of its success. The
campaign used social media platform as a place for strengthening its brand voice as well as
personality of the University, attracting the attention of majority of the youths. With the help
of social media, RMIT has been better able to resonate more with its target audience and

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attract them. If we see their posts shared in their social media platforms, we can easily notice
that the message that they are trying to share or to get across, which is that of “Being the first
step towards generating marketable leads for course applications, Open Day is a highly
competitive space amongst Australian universities". It is aimed to develop them and lift them
up to their coming phase of life. Cyclone Creative is successful in showing this message by
means of giving a slick and modern look to the RMIT’s social media platforms. By means of
having such consistent brand image as a significant part of its social media strategy, RMIT
University is successful in getting connected with its target market and audience and at the
same time, gaining popularity and followers on its social media sites.
2. Week 2 (PR Launch)

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In week two, I focused on the PR Launch of this campaign of RMIT University. I realised
that as the public relationships are characterised by high level of credibility, the PR
campaigns enjoy high level of trust and believe among the target audiences and potential
customers, which is also claimed by Hazlett (2013). For creating a new and positive image
among its target audience, RMIT set a feeling based objective for changing the attitude
through developing a brand image and identity. The campaign built around engaging into
dialogues with different groups of people, especially the school-leavers and their parents by
conducting a general program by the end of the semester where they conversed about the
possibilities of their offerings and products and how well they could enhance the future of the
students. In this way, it has made direct marketing of the product and communicated
effectively with many of its potential audiences (Caemmerer, 2009). It is also to mention that
the dean of the university along with the other key heads of the institution also were involved
in the marketing process and I believe that great things can happen when the heads get
involved in such marketing campaigns. Some low cost videos were made and spread and
these videos earned about 3 millions of viewers on the YouTube and other social media
channels. In this way, RMIT and its campaign organisers successfully attracted the attention
of thousands and thousands of people and viewers across the globe and made them aware of
the RMIT Open day.
3. Week 3 (Outdoor advertising)
RMIT University has made their outdoor advertising strategies shareable. People saw it,
recorded it and also are opened to share the same in social media. The university has spent its
money on low-traffic sites and therefore, it failed to gather huge number of views. Outdoor
advertising basically catches the eyes for a less number of people. The institution saturated
their advertisement with calls and messages to the actions. Hence, I think if they could keep it
simple and let only a few words with some stunning and attractive visuals, it could have been

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grading the attention of lots of viewers and target audiences. They could have stated its aim
of capturing the feelings of empowerment as the school-leavers as they lift up the lid on the
very next phase of their life. It must have spent some more amount in the development and
enactments of the campaign that could span the social media platforms or websites of the
institution, the physical out of home advertising displays in order to make it an overall
success (Henley, 2001). With the same, it should also start redesigning the Welcome centre
of the institution and the on-campus events as well.
Conclusion
Hence, from the above three week analysis of RMIT University Campaign on Open
day created by Cyclone Creative, I would like conclude that they need to work more on
outdoor advertising processes and strategies. It should spend some more amount in the
development and enactments of the campaign. Also, it should spent its money on high-traffic
sites instead of low-traffic sites. Overall, I think the campaign would be successful in its aim
and objectives of increasing awareness and capturing the feeling of empowerment as the
school-leavers as they lift up the lid on the very next phase of their life.

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References:
Babacan, A. (2011). Teaching law to online law students at rmit university. Turkish Online
Journal of Distance Education, 12(2), 40-50.
Caemmerer, B. (2009). The planning and implementation of integrated marketing
communications. Marketing Intelligence & Planning, 27(4), 524-538.
doi:10.1108/02634500910964083
Hazlett, K. (2013). Marketing in the round: How to develop an integrated marketing
campaign in the digital era20131gini dietrich and geoff livingston. marketing in the
round: How to develop an integrated marketing campaign in the digital era .
indianapolis, in: Que publishing 2012. 194 pp. $24.99 (hardcover) edited by geoffrey
p. lantos,stonehill college, north easton, ma. Journal of Consumer Marketing,30(5),
462-463. doi:10.1108/JCM-01-2013-0402
Henley, T. (2001). Integrated marketing communications for local nonprofit organizations:
Developing an integrated marketing communications strategy. Journal of Nonprofit &
Public Sector Marketing, 9(1-2), 141-155.
RMIT University showcases larger than life moments - AdNews. (2019). Retrieved 21 July
2019, from https://www.adnews.com.au/campaigns/rmit-university-showcases-larger-
than-life-moments