Marketing Sandbox Challenges
The UNSW Sandbox Program is a platform that empowers tripartite partnerships among industry, academics, and students to co-create solutions for contemporary business and societal problems. Working on Marketing Sandbox Challenges can help students expand experience by working on real industry challenges with support from academics and marketing managers.
MARK5700 invites NOVA Employment and Westpac Bank to partner with the course and offers two Marketing Sandbox Challenges, see below. By working on marketing challenges and related assessments, students will cultivate transferable professional skills and participate in a meaningful learning experience.
Partner companies are happy to answer student questions. Please send your questions to your LIC Dr. Veronica Jiang and partners will answer these questions in batches. Please allow for 7 business days for returning your questions, subject to volume of questions.
Contents
Challenge 1: Focus on Ability Film Festival 2
What is the Focus on Ability Film Festival? 2
Focus on Ability Marketing Challenge description 2
Q&A about the Festival, answered by NOVA Employment 4
Appendix 2023 FOA award categories 7
Challenge 2: Westpac bank 10
Who are ‘new arrivals’? 10
What’s the challenge? 10
Other facts: 10
Questions to consider (each group choose 2-3 questions to focus on): 11
Solutions should 11
Q&A for Westpac case 12
Challenge 1: Focus on Ability Film Festival
What is the Focus on Ability Film Festival?
Focus on Ability Short Film Festival (FOA) asks filmmakers to “Focus on the Ability” of people with disability and tell a story on film for the world to view.
The inception of the festival in 2009 by NOVA Employment CEO Martin Wren stemmed from a profound belief in the capabilities of people with disability. His vision was to use film as a tool to challenge stereotypes and showcase the diverse talents of individuals with disability on a global scale. Focus on Ability Short Film Festival serves as a potent catalyst for reshaping perceptions and fostering inclusivity. The essence of the festival lies in urging filmmakers to shift the lens towards “Ability” and craft compelling stories that resonate with audiences worldwide.
The Focus on Ability Film Festival is inclusive of filmmakers at all levels of experience, with many first-time entrants claiming top prizes. The festival has received nearly 3,000 films from over 40 countries. With an audience capacity exceeding 1.5 million and steadily growing, the festival offers unparalleled exposure for emerging filmmakers and provides a platform for individuals with disability to amplify their voices.
Focus on Ability Marketing Challenge description
Budget: $650,000
The festival offers over $100,000 in cash and prizes, a wealth of industry experiences and significant media exposure. (Note that the $100k cash and prizes are paid by Nova separately. Your $650k budget does not need to cover it.)
The main demographic of filmmakers for the festival (aged 16-35) are becoming harder to engage through the traditional marketing platforms. We need to keep up with the new platforms available to increase engagement and encourage them to participate.
The festival has around 3000 films available to use for promotional content and takes submissions from right across the globe. The festival also has an email database of over 140,000 subscribers. Each year the festival hosts free screening events across Australian capital cities, Ethiopia, Malawi, New Zealand and USA. The festival films are also highlighted via an annual SBS Documentary and has an annual 6 part tv series on Foxtel’s Aurora Channel. On the International Day of Disability, 3 Dec 2024, SBS will broadcast 4 hours of Festival films to its channels.
The festival has received invitation from European Employment space.
View this film to see what it means to participants.
Last year’s major prize winning film
Questions to consider: (each group choose 2-3 questions to focus on)
How to source fundings for the FoA film festival? NOVA currently pays FoA film festival $250k cash per year.
How to utilise the current film database better? What film categories to create from the current database? For example, creating a film category for corporate training of disability.
How can the festival better use their current engagement platforms (list below)?
How to best use the email subscriber database?
How to use the festival to help with NOVA Employment branding and business?
How to engage more filmmakers aged 16-35? There are sub-groups, such as filmmakers aged 16-18, 18-22, 22-25, 25-30, and 30-35.
Are there new platforms that would suit the festival? What are the best practices to implement these new platforms?
Solutions should:
Utilise the film database.
Help with NOVA Employment branding.
Increase engagement with the festival’s current platforms.
Increase engagement with filmmakers aged 16-35.
Create a clear path on how to utilise new platforms and track engagement.
Generate media interest in our film makers, film stars, local winners, Red Carpet Awards event (see below).
FOA current platforms:
FOA Film Festival Website
FOA Film Festival Instagram
FOA Film Festival Facebook
FOA Film Festival Twitter
Newsletter Email Example 1
Newsletter Email Example 2
FOA events
2024 Focus on Ability Film Festival Awards Show. The Concourse, Concert Hall, Chatswood. There were over 500 audience present at the Award Show and 1,500 people online watching.
2023 Focus on Ability Film Festival Awards Show. The Concourse, Concert Hall, Chatswood. There were over 400 audience present at the Award Show. See appendix for 2023 award categories. 2023 Focus on Ability Film Festival Awards flipbook. See the Award event photos on our Facebook page.
2022 Focus on Ability Film Festival Award ceremony recording
Q&A about the Festival
For focus on ability festival, what is the number of films submitted by filmmakers aged 16-35? What is the percentage of these films in the total submitted films? How about the films from other age groups?
Ryan Goodwin: We don't actually take down people's Date of Birth, so I do not have exact age data. This would be my estimate.
60-65% of film makers would be in the 16-35 age group. About 10-15% would be age 10-15, then it would be about 15-20% would be 36+.
Do you have targeted donations every year? If you do, how much?
NOVA does not have a funding target (other than ‘most we can get’). We do attempt to raise $150k from State and Federal agencies and some individual donations (Ryan has been effective here). Department of Social Services is the second largest sponsor for the festival.
Funding for ‘Focus’ is dependent upon support of Employment Program and presently runs at approximately $200,000.
FOA applied for 2024 City of Sydney Grant, but did not get it. Sydney Writers Festival got the grant. FOA is looking for more grant opportunities.
What are the audience like for Focus on Ability film festivals?
Ryan, the Manager:
We only have FOA Youtube channel audience data. I have some rough guess for the in-person events audience, see below.
The screenshot data below is from our Youtube channel audience for 2024.
Please note Thailand is very inflated due to paid advertising within this period sponsored by the Aus Embassy in Thailand. A realistic tally would have them 8-10th on the list.
I’m also very surprised that 22% of our online audience was over 55. It seems our biggest film makers are 15-30 years old; it is possible that the over 55 would be supporting their children/grandchildren by watching and sharing their content.
The red carpet award event audience would be reflective of the 22% over 55, but then our screening events would be a much younger audience as we have lots of school students attend those.
What is the number of films submitted by Australian filmmakers vs. international filmmakers?
Ryan Goodwin:
2020 – 62 out of 267 were International Films
2021 - 97 out of 264 were International Films
2022 - 126 out of 281 were International Films
2023 - We received 400 submissions from 17 different countries. 135 are international submissions (69 short films and 66 documentary films).
The increase in International film would be due to our increased presence in AFRICA through our connections in Malawi and Ethiopia.
What is NOVA Employment’s belief that guides the FOA film festival’s operations?
NOVA’s belief that the organisation exists to promote the attitude towards people with disability within society, principally through the Employment Services Program and its impact upon relative poverty.
How effective is FOA in bringing more clients to NOVA Employment?
FOA has minimal impact upon recruitment of Persons with Disability (PwD) as demographic restrictions - NOVA’s employment service is only licensed to operate across Greater Sydney and Southern Ranges and Focus attracts entries from all States and Territories as well as a large International audience.
What is the cost of running FOA for NOVA Employment?
NOVA spends $250k-$300k on the FOA film festival each year. In addition, NOVA staff involved in the FOA are Martin Wren CEO, Ryan Goodwin, Actress Paula Duncan, all as part-time staff. FOA is the charity activity by NOVA and NOVA does not mean to make money from it.
Does NOVA Employment have targeted additional clients after FOA is held annually?
1st priority goes to participants and their ‘significant others’ then to sponsors / donators and within employment service operational area.
What are the targeted demographics of the festival’s participants and audience?
NOVA staff attempt to engage (with some success) High School students and potential program donators from Government and Industry. NOVA’s philosophical values set directs staff to promote ability and achievements of PwD regardless of their geographic location.
Greater Sydney receives bulk of promotional efforts followed by NSW, Australia, New Zealand and finally International.
How many tickets to the screening were sold annually in the last 3 years?
Google: Focusonability, Red Carpet for general idea
A highly subjective screening process directs ticketing toward film makers, family and friends.
Tickets are free to targeted audience (see ‘5’ above) and restricted to persons identified as members of target group – last 3 years is not indicative of programs size and position as Covid impact distorts results – we estimate 20-15% annual growth, however 2023 numbers, particularly from spin-offs in Africa and Pacific Rim countries set to add additional 100+ films to annual total (estimate 300 plus for 2023)
It is important for NOVA’s team that entry and participation are free of charge, enabling maximum participation from PwD – it’s free to enter and free to participate. Ticketing is targeted toward PwD and persons identified as being in a position to assist in growth of program.
The demand placed by persons within above demographic makes attendance a demand driven privilege.
Have you advertised about FOA?
In 2024, we bought FOA ads on Sydney trains and Melbourne trains for around $1000. The train ads are effective in raising interest in FOA amongst commuters and students – the ads are very well priced for the return received and best of all. State Rail in both Sydney and Melbourne will let the ads roll until they re-sell the space, which can be greater than a year after placement.
Do FoA Film Festival has its own marketing team?
FoA Film Festival has a marketing manager Ryan Goodwin.
Are the movies distributed in other channels besides the festival screening and on FOA’s websites? Are there any plans to distribute the movies on streaming services or tv?
The festival films are also highlighted via an annual SBS Documentary and has an annual 6 part tv series on Foxtel’s Aurora Channel.
Ryan Goodwin talks about FOA impact around the globe at 2023 Focus on Ability Film Festival Awards Show , 51-53min, on 5 Nov 23. “I will give you a snapshot of what’s happened in the last 12 months. I was invited to the United Nation’s Economic and Social Commission Asia and Pacific to present the Focus on Ability film festival. I also have an award event in Addis Ababa in Ethiopia. We kicked off the year with a screening in Auckland, NZ. Then, I presented the Festival at the disability employment conference over in Columbus Ohio. Took it to Hollywood, as we try to secure more funding and more sponsorships. We received 400 submissions from 17 different countries. We took the films all around the country. We had our very first screening in Nairobi Kenya just two weeks ago. We had our Awards event in Malawi last week. We have got 1 hour documentary on SBS on 3 Dec 2023, the International Day for People with Disability, with sponsorship from Department of Social Services.”
NOVA General Manager (Anne Goyer) very keen to ‘spread the word’ and, working with NOVA’s IT and Marketing has introduced a searchable data base for all films – database has significantly improved access.
What is the most popular film genre submitted?
Not sure. Please check FOA Youtube channel and judge from the view times.
Appendix 2023 FOA award categories
2023 Focus on Ability Film Festival Awards flipbook.
Prizes and Categories
AUSTRALIAN AND NEW ZEALAND SCHOOL SECTION
Judges Choice - Official Selection Documentary
Winner - Toshiba Package worth $7,500, 2 hr Group Career Session with Niyati Libotte, 2 hr Group Career Session with Christopher Hall from Healing Humanity Productions
Judges Choice - Official Selection Short Film
Winner - $5,000 Cash courtesy of Norths Collective, 2 hr Create Your Own Content Session with Robbie Ryde from Ryde Entertainment, 2 hr Group Career Session with Tony Gardiner
Most Online Votes
Winner - $3,000 Cash courtesy of Gregory Hills Hotel and $3,500 Harvey Norman voucher
Best Teen Actor in School Short Film
Winner - Empowering The Teen - (Full Year Program) (Scholarship 2024) Courtesy of AAFTA, 1 x Career Consult Meeting with Diversity Creative Management, 2 x 1h Coaching Sessions with Andy McPhee
NOVA Employment School Choice Awards
5 x Winner’s - $1,000 Cash
Judges Choice - Official Selection Short Film
Winner - $5,000 Cash courtesy of Your Local Club, LG Package - LG 65 inch 4k Smart OLED EVO TV & LG 3.1.3CH 400W Dolby Atmos Wi-Fi Soundbar - Valued at $5,999, 4 x 1hr Career Sessions with Jessica Orcsik from Diversity Pictures, Create Your Own Content Course courtesy of AAFTA, One Year membership to Sundance Collaboration courtesy of Diversity Pictures, 2 x 1hr Career Sessions with Heidi Lee Douglas, 2 x 1hr Career Sessions with Julie Kalceff
Judges Choice - Official Selection Documentary
Winner - $5,000 Cash courtesy of The Epping Club, 2 x 1hr Group Career Sessions with Niyati Libotte, 2 x 1hr Career Sessions with Christopher Hall from Healing Humanity Productions, 2 x 1hr Sessions with Heidi Lee Douglas
Most Online Votes (Short Film or Documentary)
Winner - $5,000 Cash prize courtesy of Australia Post
Best Actor in Short Film
Winner - Empowering The Artist & Truth In Performance Package courtesy of AAFTA, Ability First Online Course with Andy McPhee, 2 x Private Acting Coaching with Robbie Ryde from AAFTA, 1 x Career Consult Meeting with Jodie Morgan at Diversity Creative, 2 x 1hr Coaching Sessions with Andy McPhee
Judges Choice - Best Director
Winner - 2 x 1hr Career Sessions with Tony Gardiner, 2 x 1hr Career Sessions with Julie Kalceff, 2 x 1hr Career Sessions with Shannon DeVido
Judges Choice - Best Screen Writer
Winner - 4 x 1hr Writing & Mentoring Sessions with Award Winning Director Jessica Orcsik from Diversity Pictures, 2 x 1 Writing & Mentoring Sessions with Kimberly Cooper from Diversity Pictures, 2 x 1hr Screenwriting mentorship with Ally Burnham (“Unsound” Screenwriter), Written feedback on a piece of writing, as well as a 60 minute zoom feedback session with WestWords.
Best Producer Australia Award - (Short Film or Documentary)
Winner - 4 x 1hr Career Development Sessions with Jessica Orcsik from Diversity Pictures, 2 x 1hr Mentoring Sessions with Award Winning Australian Producer Judi Levine from Such Much Films
NOVA EMPLOYMENT CHOICE AWARD - (Australian entries)
Winner - Brand New Toyota Corolla courtesy of Noble Toyota
*The NOVA Employment Team select their favourite entry in the 2023 festival that best suits the Focus on Ability theme. All Australian submissions are eligible.
INTERNATIONAL SECTION - (Outside of Australia)
Judges Choice - Official Selection Short Film
Winner - $5,000 AUD courtesy of EY, Empowering The Artist Online Mentorship courtesy of AAFTA, Zoom meeting with an International Producer courtesy of Healing Humanity Productions & Diversity Entertainment
Runner Up - Empowering The Artist Mentorship courtesy of AAFTA
Judges Choice - Official Selection Documentary
Winner - $5,000 AUD courtesy of Chatswood RSL, Create Your Own Course Online courtesy of AAFTA, Zoom meeting with an International Producer courtesy of Healing Humanity Productions & Diversity Entertainment
Runner Up - Create Your Own Content Course Online courtesy of AAFTA
Most International Online Votes
Winner - $5,000 AUD, Create Your Own Content Course Online courtesy of AAFTA
Challenge 2: Westpac bank
Challenge question: how to grow Westpac’s share of New Arrivals?
Who is Westpac?
Westpac is one of four major banks in Australia. Westpac provides a broad range of consumer and business banking products including everyday bank accounts, savings accounts, credit cards and more.
Who are ‘new arrivals’?
Westpac define new arrivals as those who have moved to Australia within the last 12 months. 15% arrive from India, 12% from China, 6% from the Philippines, 6% from New Zealand and 4% from the UK. The majority are students, followed by working professionals.
58% choose an Australian bank before arriving to the country, and recommendations from friends and family have the greatest influence on this choice. Many new arrivals will open an Australian bank account within their first 2 weeks of arrival.
What’s the challenge?
With almost 600k new arrivals expected to land in Australia in 2025, this segment represents a significant growth opportunity for Australian banks. However, Westpac is currently under-indexes in new arrivals, with its market share sitting at 11%, compared to its share of the total Australian market at 16%. Westpac’s largest competitor, Commonwealth Bank (CBA), have 61% market share of new arrivals as per their last annual report.
With a budget of $500,000 - how can we drive Westpac product consideration, acquisition and increase our share among ‘new arrivals’ segment?
Other facts:
We are currently only able to legally advertise in Australia, New Zealand, India and The Philippines
Westpac is largely an unknown brand to new arrivals, it is thought without the word ‘Bank’ in its name, faces a disadvantage against ‘Commonwealth Bank’ and ‘National Australia Bank’ (as new arrivals may not realise what Westpac is/does).
It’s not possible to open an Australian account offshore. Once they arrive most new arrivals need to open an account in one of the Westpac branches as they cannot identify themselves online using their foreign passport alone.
Questions to consider (each group choose 2-3 questions to focus on):
How can you build brand awareness offshore before they arrive? You could consider partnering with international and/or Australian companies.
How can you encourage them to open a Westpac bank account in the first 2 weeks after they arrive?
What channels can we use to reach this segment (offshore or onshore)?
How would you target the different types of new arrivals i.e. students vs working professionals?
Are there any key messages or offers that you think would appeal to this segment?
With family & friends being a key influence on choice, how can we encourage our existing customer base to drive referrals?
How can we leverage Westpac’s sponsorships/partnerships such as the NRL and the Rescue Chopper Service?
How can we align with key cultural moments throughout the calendar? (e.g. Lunar New Year, Diwali etc)?
How can we maximise impact in seasonal peaks e.g. when international students arrive in Australia (December -March)?
Solutions should
Be within Westpac’s budget of $500,000
Be creative – can you think outside the box?
Be achievable within a 12-month period
Not negatively impact Westpac’s brand reputation
Be differentiated against competitor offers and advertising
More Information:
Key webpages for New Arrivals, with details on products and current offers:
New Arrivals Bank Account
New Arrivals Student Bank Account
New Arrivals Savings Account
Moving to Australia ‘Hub’ – Tips and Information
Westpac Sponsorships:
NRL/Rugby League
Rescue Helicopters
Westpac ‘OpenAir’ Cinema
Data sources:
Australian Bureau of Statistics: International Arrivals
Q&A for Westpac case
Do you have a Westpac landing page for New Arrivals customers?
This is the main page we link customers to from our ads for New Arrivals:
Also, we some other pages that are relevant to this segment:
International student bank account
New to Australia
NEW TO AUSTRALIA? OPEN A SAVINGS ACCOUNT
Tips on moving to Australia
Does Westpac have loyalty programs?
Please see this website for Westpac rewards.
What are the current marketing campaigns of Westpac for new arrivals?
Distribute the marketing campaigns via digital channels of Facebook, Instagram, Google. Not on Tiktok or Red little book yet. All online ad links have expired.
You can search Westpac ads and its competitors’ ads via the Meta ad library.
Has Westpac advertised overseas?
Westpac just started oversea advertisement campaigns in New Zealand. Westpac has got an ad licence in India and will start advertising soon.
What are the advantages of Westpac products for new arrivals?
Westpac has several competitive advantages.
Westpac has the largest network of ATM machines.
New Arrivals can have saving account interest rate of 5% and no fees for the account.
After opening a Westpac account, users can use the digital card via Westpac mobile app directly without waiting for the physical card to arrive in mail.
Westpac plans to improve several things:
Users to open a Westpac account online. Currently, users have to go to branch to provide ID to verify identity to open an account.
Westpac mobile app is only available in English.
Has Westpac used AI in the business?
Not yet. Westpac is conservative and concerns about customer privacy and data security.
Has Westpac sponsored major events?
Not yet. Major events are expensive to sponsor (such as Olympic Games) and Westpac marketing budget is limited.
Westpac is open to sponsor cultural events.
Westpac is open to partnership with foreign banks or telecommunication companies.
Has Westpac sponsored Lunar New Year events?
Westpac don't currently sponsor any external Lunar New Year events, however Lunar New Year is celebrated in our branches (see example below), and our bankers have hosted special banquets for customers in the past.
