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This content suit addresses the NAS student brief. The overall aim of each piece is to communicate RMIT as a progressive and forward thinking university to current and future students.

 

The target audience for this piece is students, however this term is quite broad. The content pieces, in particular address the following three segments; VCE students (17-18 year olds), current RMIT students who have entered their tertiary students immediately after completing high school (18-23 year olds) and mature age students (23-35 year olds). These segments fall into two generations; X and Y, and thus have their own set of content tailored to them.

 

The Y generation have a penchant for short content, of approximately 300 words (Jones, 2015). This acts in contrast to the X generation who will consume longer pieces of content. The Y generation also have the preferred content of blog articles, images, comments, eBooks and audio books (Brad, 2010).

 

Both the Y and X generation have reported eBooks and podcasts fall into their top 5 preferences of media consumption (Brad, 2010). In addition, 90 percent of information transmitted to the brain is visual and is processed 60,000 times faster (Averbeck, 2004). 72% of business to business marketers have reported using video as a tactic for content marketing, as posts with videos attract three times more inbound links than plain text posts (Adams, 2014).

 

As a result, the content pieces chosen are highly visual and concise. These pieces include a blog series, radio interview, video, feature article, social media release and a poster series.

 

Research suggests that to engage both the X and Y generation one must be a storyteller and get audiences to react, inspire, persuade and trigger emotions (Newson, 2014). As a result, the strategy of each content piece attacks one or more of these elements.

 

The social media release is interactive, concise and short. The visual aspect of the embedded video will engage both audiences – as demonstrated by Averbeck (2004) who states 90% of information is transmitted 60,000 times faster. The overall angle of the piece focuses on the transformation of the heart of the CBD and how RMIT is incorporating more study spaces which are open and provoke thought sharing.

 

The blog series is short and concise, with each post communicating a different key message. The first blog post announces the NAS project, the second outlines the new innovative facilities and the third communicates RMIT’s commitment to sustainability. Each blog takes on a comedic approach and interweaves popular culture references in an attempt to engage the Y generation.

 

The radio interview, as mentioned above appeals to both the Y and X generation. The angle of the piece aims to enact hype and anticipation around the Retail Activation District. In a back and forth interview the piece outlines the benefits of the urban food, beverage and services the students will have access to.

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The video is aimed at all three student segments and communicates the journey storyline. The video follows the journey of RMIT students as they walk through the old buildings and into the new. The video aims to communicate the high number of study spaces available to each student.

 

Moreover, the feature article aims to engage and inspire by communicating RMIT as the institution at the forefront of sustainability. The piece targets mature age students as it taps into a highly developed social conscience and is longer in word count. The introduction is highly evocative and visually encapsulates the degradation of Australian landscape. This is done to immediately engage and inspire readers.

 

Furthermore, the poster series has been chosen due to its visual nature and aims to communicate RMIT’s new branding and changed look and feel. The key message of the piece is to position RMIT as a progressive and forward thinking university.

 

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Adding value as a professional: 

 

I have gained experience in varying areas of the communication industry. This has been achieved through undergoing three separate internships which sit in different areas. Over a two-month period I worked at a communications agency, Cassette where I worked alongside professionals in the event space. During this time, I undertook tasks such as media monitoring, researching influencers and packing media kits. Following this I worked at Social Media Servants, an agency which specialises in creating online and digital content for other companies. Whilst working at Social Media Servants I built content calendars, curated content for social media and wrote social media posts. For the last year I have been working as a Marketing Assistant at Grill’d Healthy Burgers. In my role I work across events, activations and cause related marketing. My day-to-day tasks include creating content for the Grill’d website, which update consumers on new products, promotions and events. In my role I also work closely with the design team to launch campaigns in the local area marketing sector.

 

This exposure to the industry has enabled me to refine my writing style and ensure it aligns with a brand’s tone of voice. I have also proven great skill in working with team members, which is shown through my work at Grill’d as I liaise with restaurant managers and designers alike to ensure key messages are conveyed in artwork for campaigns.

Overall, I believe I add value as a professional due to my exposure to the industry, writing capabilities and ability to work in a team.

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References

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Adams, O, 2014, Millennial marketing: 15 attention grabbing ideas, Come Recommended. Available at: http://comerecommended.com/millennial-marketing-15-attention-grabbing-ideas/

 

Adams, O, 2014, 4 types of content everyone should be making, Comm Recommended.  Available at: http://comerecommended.com/4-types-of-content-everyone-should-be-making/

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Averbeck. B, 2004, 'Coding and transmission of information by neural ensembles', Trends in Neurosciences, Vol. 27, No,4, pp. 225-230.

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Brad. S, 2010, 'The Influence of Social Media Message Sources on Millennial Generation Consumers',  International Journal of Integrated Marketing Communications, Vol. 2, No. 2, pp7-18.

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Jones, K. (2015) The generational content gap: How different age groups consume content, Marketing Land. Available at: http://marketingland.com/generational-content-gap-how-different-age-groups-consume-content-138810

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Newsom, D & Haynes, , 2014,  Public Relations Writing: Form & Style, 10th ed. Boston, MA: Wadsworth.