Credit: Joshua Hoehne via Unsplash
The Federation University is in the market for a media agency to support its domestic and international marketing.
The open tender seeks agency support across media strategy, buying and distribution to help the university hit student recruitment targets and protect its market share across catchment areas including Ballarat, Berwick, Gippsland, Horsham and Melbourne.
International markets of interest include South Asia, South East Asia and China, along with onshore international audiences.
“The successful media agency will help us to elevate brand visibility, drive domestic and international enrolments and protect and grow our market share in the catchment areas near to our campuses,” a university spokesperson told AdNews.
According to tender documents, the appointment will be evaluated with a 30% weighting on price, followed by 20% each for capacity/capability and media strategy.
International market expertise is worth 15%, with smaller weightings on quality, innovation and corporate social responsibility.
The appointment is expected to support the university’s long-term 2040 vision, anchored by its Co-operative Education Model.
“As the University moves towards its 2040 vision, the focus is delivering for our regions: providing the skilled workforce each community needs and producing research that provides local solutions and drives innovation,” the spokesperson said.
Preferred agencies will have experience with both domestic and international education audiences and be Victorian-based or able to facilitate regular in-person meetings.
“For international activity, preference will be given to agencies with local partners or offices in key target countries,” the spokesperson said.
Media channels will vary by product and audience, with a strong lean towards digital.
Meta, TikTok, DV360, PMAX and Search are considered core channels, along with out-of-home placements such as billboards and transport advertising.
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