The Opportunity
Professional and Continuing Education (PACE) is a business unit of the University of Adelaide, responsible for delivering executive education, custom learning solutions and short courses that respond to future workforce needs and help people move forward in their careers.
communikate et al was engaged to highlight the benefit of lifelong learning, raise the business unit’s profile, and generate interest and enrolments.
Our Approach
With storytelling at the centre, we developed a comprehensive content plan that could be delivered across multiple mediums and channels and showcase PACE’s curriculum and share the stories of its clients and alumni.
Our content plan targeted:
- New graduates seeking further education
- Early career employees
- Executives
- Mid-level managers
- Those looking to upskill at any stage of their career
- Organisations requiring customised training
To kickstart the content plan, we held a workshop with PACE’s senior leaders and marketing team, to identify those who demonstrate the tangible impact that learning through PACE has on an individual or organisation’s workforce.
We then identified which mediums and channels would best suit the ‘talent’ and story angles and got to work rolling out content across a four-month period.
The Outcome
Across a four-month period, we:
- Conceptualised, branded and produced a new 12-episode podcast series titled ‘Levelling up: Your leadership podcast’ hosted by well-known journalist Ali Clarke, which brought to life stories of leadership from the likes of South Australian Police Commissioner Grant Stevens and Adelaide Fringe Director Heather Croall, to support the careers of aspiring and progressive leaders.
- Wrote eight articles for PACE’s website, including new content such as profiles with alumni and clients, and articles that amplified podcast episodes.
- Commissioned two InDaily sponsored articles, which averaged 1100 views each, and featured interviews with high-profile alumni and facilitators from upcoming PACE programs.
Our work helped significantly build PACE’s catalogue of content and gave the business unit a much stronger voice on professional networking platform LinkedIn, with content shared by podcast guests, alumni and clients, attracting a high number of clicks and positive commentary.
Embedded links in podcast episode show notes also delivered much higher ‘average time on page’ results for website landing pages, which shows listeners were highly engaged in the episode content and more qualified leads for PACE’s programs and courses.
