With Chinese students, unable to travel to Australia for study due to Covid the University sought ways to better interact with their audience and to keep them up to date with what was happening at Sydney University.
As part of its strategy of continuing engagement with the Chinese market the University commissioned DJ to develop a Mandarin language website that could operate from behind the Chinese mainland firewall (often known as the great wall of China).
In parallel with building a digital ecosystem that would make it easier to talk with prospective students the university also wanted to ensure that they could seamlessly extend their marketing and brand awareness campaigns into the Chinese digital & social channels.
In developing a solution, DJ who also runs the universities’ Chinese digital marketing campaigns confronted the added challenge of China’s silo based online environment that restricts users from easily traveling between applications and channels. But by building an integrated marketing & messaging platform at the core of the website coupled with API’s linking to the main social channels by API’s the university is able to deliver their messages in Search, Baidu, Wechat, Weibo, Tik Tok, and Toutiao.
Sydney University launched the website in April & is now running campaigns for 2021 & beyond in the market through the website & integrated channels in China.
Being able to create and execute promotions and campaigns quickly in China is a critical success factor in this highly competitive sector and the University is now perfectly placed to harness this capability as the border reopens and students are allowed to return to study in Australia.
Website visit: https://study.sydneyuniversity.cn/
Site hosted in China so may experience some speed issues due to Chinese firewall