At preference selection time, recent high school graduates are busy figuring out which university they want to go to. It’s a huge decision for teens. Griffith University in Queensland, Australia, wanted to make sure it was their top pick.
Research showed that students often based their choice on seemingly small factors, like how close it is to their home or where their friends were going. To make the choice less daunting and make Griffith more familiar, data from a student’s QTAC application was used and then it was compared with that of others already going to Griffith. This allowed for the creation of their own unique Griffith DNA, or GNA.
Using a mostly digital campaign, Griffith was able to send 20,000 high school graduates a bespoke GNA profile. Of that group, 3,000 went online with 97% of them completing their profile – with an average dwell time on the site of 2 minutes.
