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Project Overview

 

In response to the initial brief from The Conversation, our project aims to overcome the core challenge of turning young readers into committed newsletter subscribers.

 

Guided through target audience surveys, interviews and external research we developed key insights into barriers of; time management, accuracy and validity concerns and lack of interest - preferring social media content. We saw these barriers at the crux of the issue, largely influencing the prevention of news publication email subscriptions amongst our target audience. 

Problem Insights: 

With this in mind, we created our multitiered communication project on the overarching idea of 'The Conversation Starters' working to strengthen user engagement and awareness of The Conversation's email newsletter and the direct value available for young readers. This project progresses through three phases of implementation.  

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Phase One:

Reaching Students

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Phase One seeks to better connect to students through an increased focus on The Conversation's social media channels, to drive subscriptions - with increased calls to action. Artefacts include;

  • Sharable instagram videos that visualise the news letter sign up call to action in a succinct and visually engaging way. 

  • Poster advertisements with a prompting tagline.

  • Instagram content e.g. Student testimonials that empathise and speak directly to the needs of our target audience. 

 

Phase Two: Rebranding

'The Weekender'

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Phase Two involves rebranding the under-utilised 'The Weekender' into 'The Conversation Starters'. Providing time-poor students with a less frequent subscription option, reducing the chance of unsubscribes due to perceived 'spam'. Artefacts include;

  • A refreshed, attention-grabbing landing page with both daily and weekly subscription options available.

  • Mobile-responsive redesign of the weekly newsletter, equipped with engaging visuals, a weekly prompt and sharable story tiles. 

 

Phase Three: Engaging

Students

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Phase Three increases engagement at a grassroots level through the creation of a network of University Clubs. Working to build a community between The Conversation and like-minded students, increasing brand visibility on campuses Australia wide. Artefacts include;

  • A succinct video promotion of the clubs to share across social media channels. 

  • Collaborative 'Student Convo' Facebook groups with possibility for events post-covid. 

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