BOX HILL INSTITUTE : LILYDALE LAKESIDE CAMPUS

Stakeholder Communications

NOV 2015 - DEC 2016

Box Hill Institute Group (BHIG) took ownership of the former Swinburne University Campus at Lilydale in December 2015, and reopened the doors to the first students February 2016. Still in its growth phase, Lilydale Lakeside offers over 70 courses across a range of disciplines, from Certificates through to Degree level.

Achievements

  • Established the BHI Lilydale Lakeside Facebook account in November 2015. Growth of the account maintained a steady incline, with typical organic monthly reach 45,700+ and post engagement of around 7,000
  • Established the BHI Lilydale Lakeside Instagram account in February 2016. Maintained post engagement, with Instagram activities rolling into event activations and student enrolments
  • Driven growth of the Campus, attracting 300 students for first classes in February, with a total of 1,000 students enrolled in the first year (25% higher than anticipated)
  • Directed Campus conference and events activities, generating additional income and establishing the facilities as a viable option for activities including careers expos, corporate delegations, concerts and private events including weddings

Responsibilities

  • Assisted with the marketing plan for the campus launch
  • Lead the advertising campaign, including photography direction to drive engagement and student registrations
  • Developed a social media content calendar balancing new programs, campus renovation updates, community activities, competitions, events and sponsorship obligations and opportunities
  • Managed the execution of campaigns across platforms, including digital and traditional media, ensuring an integrated marketing approach
  • Administered and monitored posts across all social media platforms
  • Monitored data analytics to optimise growth and performance across channels
  • Prepared and delivered eDM content for the campus and reported results to stakeholders
  • Prepared post campaign analysis for stakeholders
  • Played a leading role in the planning and execution of the Lakeside Community Festival, which included market stalls, free family activities and entertainment including a concert with Kate Ceberano
  • Worked in collaboration with external marketing agencies for Mid Year Enrolment and Open Day campaigns
  • Onsite campus photography, marketing and branding requirements
  • Event management activities in conjunction with the Lakeside Conference and Events team
  • Launch campaigns and marketing plans for Land Sciences, Centre of Biosecurity, Lakeside Children’s Centre and the Lakeside Corporate Villas
  • Ensured all communications adhered to brand guidelines and reinforced the key messages

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