La Trobe University

Refocussed international marketing efforts with a content-led digital strategy informed by customer and performance insights.

The challenge

Deliver a content-led digital strategy and implementation plan

It’s a common problem in larger organisations that teams tend to work in silos, and run related projects concurrently, without strategic oversight.

To take a more holistic view, the La Trobe International marketing team decided to bring in experts to develop a content-led digital strategy. They knew that it was important to collaborate with other departments, and draw on their significant bodies of work.

We were excited to take on the challenge and set out to build an informed and human-centred approach. Our strategy addressed La Trobe International’s business goals, and most importantly, what international students want, need and expect from a university, and when.

This was a multilayered project, with a variety of stakeholders, and large, complex foreign markets as target audiences. We collaborated closely with the university to ensure we pulled together all relevant research and audience insights.

The approach

Insights, research, collaboration


Develop a series of honed workshops to refine scope, approach and deliverable, collaborating closely with all stakeholders


Work across departments (UX, digital, research, product and student services) to pull relevant CX insights and learnings into a content strategy


Qualitative audit of existing content (on and offline) to inform International microsite redesign, identify areas for support and required next steps, including highlighting duplicate and missing content


Deliver content strategy to various stakeholders and departments, bringing everyone together under one plan


Deliver a toolkit and tactical Implementation plan to drive roll-out of content strategy


Produce content (videos, EDMs, site content) to ensure output aligns to strategy and supports key messages

The outcomes

In the words of our client

“The comprehensive strategy provided a clear map for our marketing teams and stakeholders to understand and follow.
International marketing strategies can be complex, but because Run Raven’s approach is personal and embedded, they’d worked out the issues and challenges right from the start. Their strength lies in the way they do a deep dive into audience and stakeholder needs, working closely with the business in the initial phases and providing strategic checkpoints and reviews afterwards.
This is a refreshing antidote to the Big Agency approach of delivering boilerplate solutions to complex problems.”

Simon Sellars

Content Manager, La Trobe University

We’d like to hear from you

Bring your questions, ideas and challenges to a work session with us. We’ll help define your goals and craft a plan to achieve them.

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