QUT Health.

QUT (Queensland University of Technology) is a globally recognised, ambitious Australian university known for its strong industry connections and real-world focused education and research. QUT’s Health faculty offers three key postgraduate courses relevant to nurses at different stages of their career.

To stimulate consideration and applications to QUT’s postgraduate nursing courses.

Despite QUT’s strong reputation and brand awareness, the nursing education landscape is highly competitive, with other universities offering compelling benefits and programs.  A significant challenge was reaching nurses, a typically time-constrained audience with limited capacity to consider higher education as a career progression path.

Our paid media channel strategy was designed with a two-pronged approach: first, to stimulate consideration, and then to drive action among nurses.

To ‘get them thinking,’ we focused on broad awareness through engaging visual channels such as video and Digital Out-of-Home (DOOH).  For DOOH, our strategy leveraged key venue types and specific times aligned with nurse shifts, coupled with strong creative delivery.  We also aimed to foster a deep connection through podcasting and audio streaming channels.

To ‘get them acting,’ we concentrated on paid social and search platforms, ensuring QUT’s content was discoverable and provided compelling incentives to drive high-quality website traffic and generate valuable leads.