Strategic Communication
In today’s digital era, almost everyone engages with platforms like Facebook, Twitter, or Instagram. However, few individuals or businesses truly understand how to harness the power of social media, public relations, and digital media for effective communication. The Bachelor of Communication in Strategic Communication at Murdoch University blends creativity, PR, and social media with business know-how and real client work to shape students into future communication innovators.
Royal Life Saving Society
Client Testimonial
The Royal Life Saving Society WA was fortunate to have a fantastic team from Murdoch University assist us in creating a marketing plan for our First Aid and CPR courses. Understanding the complexities and challenges of the industry we work in, they formulated a communications strategy that included some well-thought-out ideas we’d never considered before. We highly recommend the Murdoch University MESH team and look forward to working with more Murdoch students.
Samantha Vigus – Manager Marketing Communications.
COMMUNICATIONS MESH PROJECT
Campaign Management- “Recall Ready” -Client- RSPCA WA
Problem & Solution
Reduce off-leash dog attacks by equipping young, first-time dog owners with the knowledge and skills to utilise parks responsibly?
Target Audience
Primary: 20-30 year olds in Perth metro area (late Gen Z/early millennials) -New dog owners, likely renting with limited yard space
-Active on social media, attend events
Campaign Goals & Objectives
Main Goal: Educate young dog owners on recall training as a prerequisite for off-leash parks
SMART Objectives:
-Gain new followers (ages 20-30) on Instagram/TikTok by March 31
-New dog owners to complete “Recall Checkleash” game and training pack
-Reduce reported dog attacks in Perth in the metro area
Main Tactics
Webpage – “Checkleash”
-Links to RSPCA resources and puppy school
-Interactive checklist to assess a dog’s recall ability
-Gamified with unlockable titles, certificates, and progress tracking
Print Media
-Targets 10-week puppy vaccination period
-Posters/flyers in vet clinics, pet stores (key touchpoints for new owners)
-Signage at off-leash parks with QR codes
Social Media
-Influencer collaborations
-Monthly challenges and user-generated content
-Platform-specific content (Facebook groups, Instagram education, TikTok challenges)
-“Accomplishment of the Month” awards
-Influencer collaborations
Evaluation Methods
-Social media analytics (likes, shares, hashtag usage)
-Webpage analytics (bounce rate, click-through, certificate downloads)
-Content analysis of news,
-Facebook groups, vet/council reports for dog attacks
-Event tracking (FB clicks, flyer distribution)
-Post-campaign survey for awareness and impact
-Monthly reviews with bi-weekly data tracking
Strategic Communication Alumni Testimonials
“The Strategic Communications
course provided the ability to
develop skills and the critical
insights necessary to navigate
and adapt to the ever-evolving
media landscape. With
incredible facility support and
invaluable practical experience,
the versatility of the course
content has allowed me to work
across a range of fields
including corporate agency,
television, publishing and
events on an international
scale”
Eamon Holley
Celebrity Producer British GQ,
Vogue, Conde Nast Publications
“The strategic communications
program provided me with the
practical skills and knowledge
to confidently kick start a
rewarding and fulfilling career.“
Lynsey Brady
Specialist Communications & Engagement
Rio Tinto Iron Ore
“Through incredibly supportive lecturers and academics, I was equipped with the skills and confidence to take on
opportunities outside of the classroom. Working alongside real clients on real projects provided me the edge necessary to be competitive to land a dream
graduate marketing role.“
Keely Lambert
Marketing Officer at Cockburn ARC
For more information on Web Communication at Murdoch, visit:
https://www.murdoch.edu.au/study/courses/undergraduate/mj-scc
