In a highly competitive sector Universities are increasingly seeking to attract, enrol, support and retain International Students as they seek to diversify their campuses and attract students who pay full tuition.
International Students are often challenged to make adjustments both in and outside of the classroom, from bridging language barriers, settling into life in a new country and joining and becoming part of campus communities.
Students are also, like many audiences, fatigued by an over saturation of messaging from marketing, administrative and academic functions delivered through a growing number of channels.
The university was seeking to help students connect with University life and their peers, ensuring they are supported, well cared for and equipped with the knowledge and resources to provide a foundation to academic success across the entire student journey.
The solution was to provide a valuable gamified experience to the student that would reward them for their engagement and ongoing participation, both initially and then throughout their student journey.
Students signed up to a mobile responsive, web-based application, built in 3radical’s Voco platform, that became their ‘companion in the pocket’
Students received a targeted set of challenges and activities, customised to their specific situation with fresh challenges released across the first 8 weeks. Students were asked to interact with content, check in to events and locations around campus, follow and share on social and test and reaffirm their knowledge across a number of areas including:
The application included a fun board game experience that was tailored to different segments of the student population. It provided students with dice rolls each day, where by completing various fun tasks, students could earn digital currency.
This currency could be exchanged for rewards such as Pre-Paid Travel Cards (Opal Cards), Grocery Shopping and Coffee Vouchers to spend on Campus, together with branded University merchandise. Regular repeat visitation was also rewarded with prize draw entries for weekly prize draw events in which students could win tickets to local sporting events and activities.