Defence Force Recruiting were after a national campaign Feb-Mar 2012 which utilised both radio and online to achieve their marketing objectives for the Australian Defence Force Academy (ADFA)

THE CHALLENGE

To achieve the following objectives for the Australian Defence Force Academy (ADFA):

1. To communicate the benefits of studying at ADFA and to increase enrolments to ADFA for the 2013 intake
2. Increase brand awareness of ADFA and position it as a prestigious institution
3. Focus on the benefits of ADFA
4. Create a level of engagement with key jobs
5. Drive applications via phone on 13 19 01 or online at defencejobs.gov.au/adfa
6. A need to drive the message nationally with an importance of regional market coverage
7. Target market was to reach all 16-19 year olds

THE SOLUTION

MCM Media delivered an integrated campaign that utilised both our national radio & online portfolios. The campaign included;

• A 4 week promotion running on take40.com, thehothits.com & unique URL – MCM Media created a promotional supersite where users could learn about the benefits of studying at ADFA, find out more about the priority jobs on offer, and enter the promotion by watching a cadet testimonials video and answering a multiple choice question
• MCM Media produced Promo banners and a 30 sec Promo TVC that ran across take40.com, thehothits.com and the Digital Entertainment Network
• Extensive editorial exposure was delivered on take40.com and thehothits.com as well as Twitter & Facebook
• In program radio support on Take 40 & The Hot Hits Live from LA
• MCM Media produced a 30 sec promo spot that ran in Take 40, The Hot Hits Live from LA, Party People & MCM Hit Music Radio
• ADFA brand TVC’s and display media on take40.com, thehothits.com and the Digital Entertainment Network
• ADFA brand TVC’s on the Take 40 Mobile app
• ADFA gave away over $30,000 worth of prizes relating to studying and appealing to students

THE RESULTS

Promotion results:

• Significant entry numbers over the 4 week campaign
• Extensive time spent online interacting with ADFA content
• Reaching 48.9% of people aged 16-19 across Australia
• In-show integration and talent association through live promo reads
• 2332 people requested to find out more about ADFA

Overall campaign results:

• An engaging and interactive promotion, showcasing benefits of studying at ADFA, and highlighting the priority jobs within the Navy, Army and Air Force
• Increased awareness, excitement and desire to enquire about ADFA through an instant win promotion