Have you read The NZ Herald and their 12 questions series?
What about the constant featuring of their Brand insights and the strange articles about people attending the University of Auckland MBA course?
Well wonder no more.
It is actually undisclosed paid advertising masquerading as journalism and boy are they happy about the results.
After my posts of yesterday this turned up on the tipline.
Subject: UABS and NZ Herald Partnership
As many of you will be aware, the Business School has been involved in running a marketing partnership with the New Zealand Herald over the past few months which we drove through the Graduate School of Management.¬† The New Zealand Herald took our programme into their Brand Insights initiative ¬†around 2 months ago and the analytics have without doubt proven the campaign to be a success. The partnership delivered a mix of contributed articles from academics, a weekly blog from one of our current MBA students Sarah Stuart (well known NZ journalist, ex Deputy Editor of the Herald on Sunday and Editor of Woman‚Äôs weekly as well as the face of the Herald‚Äôs 12 questions series) and a video series using Sarah‚Äôs well known 12 questions format. We were also able to run advertising ¬†for specific events for the MBA programme or promote Executive Education courses as part of the campaign page. The partnership ran over 6 months (we are finalising our last two videos at this time featuring Professor Kaj Storbacka and Dr Lester Levy and our final 3 contributed articles will run by mid Nov). Some highlights from the analytics of our campaign without going into pages of detail or graph overload show that the content was engaging, on average the blogs achieved excellent readership (unique views on some blogs hit well over 5,000 and on the aggregator over half a million impressions).¬† Average time spent reading the blogs was 3 minutes, similar time was spent on the videos and on the contributed articles.¬† When the content aggregator was used, naturally the blogs and articles were more prominent on the site.
The link below will take you to our page where you can view some of Sarah‚Äôs blogs and our academic staff contributed articles:
And this link will take you to an example of one of the videos:
Through analysis we were able to determine that the campaign drove traffic to the GSM website directly from the NZ Herald and those that visited the site were looking at between 2 to 6 pages after landing, suggesting a genuine interest in the programme, the requirements etc.¬† Read more »