Newcastle Brown Ale's Almost Super Bowl Ad is Super Great

Newcastle Brown Ale didn't buy any airtime during the Super Bowl. You’d think that would be the end of their Super Bowl 2014 advertising story, but it’s not. Instead, they have made quite a splash through a hilarious campaign about how they almost did – including an endorsement by Anna Kendrick.

I’m not a beer enthusiast (or even a drinker for that matter), but the recent Newcastle Brown Ale ad has at least secured the position in my mind that if you want a beer that’s no fuss, get-straight-to-the-point kind of practical – you want a Newcastle Brown Ale. “Don’t feel like being the showy person at the bar with your imported, blue ribbon brew? How about a Newcastle Brown Ale? Can you laugh at yourself and roll with the punches? Have a Newcastle Brown ale!” For a non-beer drinker, I think their recent advertisement has totally hit the mark.

Why?

Not only does this campaign create strong positioning for the beer brand, it plays off the existing positioning of its competitors in order to reinforce reasons why you should pick Newcastle Brown Ale. From the tone to the execution, the creative, loyalty – inspiring message for the ‘everyman’ is clear.

As stated at the opening of the advertisement video on ifwemadeit.com “At Newcastle, we don't believe in making multi-million dollar Mega Football Game Ads. We do believe in creating multi-hundred dollar storyboards about them.”

Check out all the videos and more on the campaign by visiting their website ifwemadeit.com.

Hongi  Luo
Current student in the Master of Marketing program at the University of Sydney Business School

Do you believe in marketing miracles?

As the Christmas season approached last year, my 13-year-old son asked me if Santa Claus was real.  It made me aware of the fact that he is getting older, and beginning to question some of the ideas he previously simply accepted as the truth.  I procrastinated in giving him a direct answer. Instead, I left my son wondering if there is something special and unexplainable about the Christmas season. I  wanted him to believe that sometimes special occasions and seasons take place when common things seem to turn into real magic; a time when people want and choose to share goodness and happiness with others.   

For marketers, Christmas can be a very special time in which to bring something unique to their customers. We recently saw a great case in Australia of reaching customers and inspiring loyalty in a creative way through the Woolworths and Bringing Christmas Together with Jamie Oliver campaign. Another exceptional example of a marketing miracle was created by marketers from the Canadian airline company, WestJet.

A marketing campaign that began in August 2013 was launched shortly before Christmas when 250 pre-selected passengers from two WestJet flights were surprised when their Christmas wishes came true.

Source: Digital Trends

Guests were greeted by a digital Santa Claus at the airport before their flights. Santa asked travelers what they desired for Christmas, while airline marketing ‘wizards’ secretly recorded the information. Once the flights took off, WestJet staff members in the destination cities scrambled to collect the presents to fulfill the passengers’ wish lists. When the two flights arrived, the passengers routinely  gathered at the baggage claim expecting their luggage. Instead, they received the surprise of their lives when they were met with the gifts from their wish lists. According to WestJet newsletter, almost 360 gifts varied “from socks and underwear to a snowboard and an Android tablet to a big screen TV” had been collected. What started as a simple idea to please customers during the Christmas season quickly went viral, with more than 25 million YouTube viewers of the WestJet Christmas miracle video. 

Whether it was a hearty gesture from WestJet to its customers, or just simply a smart piece of marketing to generate positive brand perception, or perhaps both, I must admit that the WestJet marketers did a fantastic job of positioning its brand in an absolutely stunning fashion. "It makes WestJet stand out as a company that goes outside of the norm to take care of its customers," said David Soberman,  the Canadian national chair of strategic marketing with the University of Toronto's Rotman School of Management.  For the full article see 'WestJet brand soars thanks to viral video hit' in Winnipeg Free Press.

I have watched this heart-warming video with my son many times, and believe it is an example of how miracles can be real if there is someone who makes them happen. Perhaps from this point forward he will start to believe in good marketers, rather than Santa Claus.

Elena Sveshnikova: Current student in the Master of Marketing program at the University of Sydney Business School.

Armani models wanted

The topic of branding has been weaved throughout the entire fabric of the Masters of Marketing program. In the Innovative Marketing Strategies unit, we learnt that experiential marketing is a key factor to brand building as it encourages deeper and more frequent thinking. As markets continue to become more complex and competitive, many brands are turning to experiential strategies in order to differentiate themselves, to capture audience hearts and minds, and to drive growth.

Experiential marketing can be a significant investment so it has tended to be dominated by large global brands such as Coca-Cola. Coca-Cola have led the way in experiential marketing through campaigns such as the “Hug-Me” and the “Happiness” vending machines through to the "Small World Machines" campaign. That said, I recently heard of an innovative experiential campaign called “My Picture My Statement” which was executed by Giorgio Armani in Tokyo.

My friend Ashleigh took part in this campaign that involved inviting members of the public to become a model for a day and have their picture taken in Armani clothing at a nearby store. The campaign went something like this:

The entire interaction was well executed and controlled to ensure participants had the desired brand experience. Exclusivity was key and participants initially received a warm VIP welcome, had the store to themselves, were free to look around and select an outfit before being the star in their own Armani photo shoot. I put a few questions to Ashleigh to try and determine the impact of this campaign:

Me: Have you ever been into an Armani store before? Are you more likely to go again?

Ash: No I hadn't really been before. Yes I would go again - now I know that the clothes fit me. I really want that dress I wore!

Me: Would you have bought Armani products before? Are you more likely to now?

Ash: No I hadn't bought them before. It's still a bit pricey, but as I walked around I looked at all the prices and it was actually cheaper than I thought. So I'll keep it in mind.

Me: Has it put Armani above other luxury brands that might be in your consideration set?

Ash: It's moved it into the consideration set.

The exciting thing about this campaign is that Armani is actively targeting a new audience in order to widen its appeal within the saturated luxury goods market in Tokyo. The Armani brand tends to conjure up images of the fashion literate elite, but this campaign makes the brand more accessible in the minds of many potential new customers. It also encourages a shift in attitude towards the brand, creates positive associations, drives online and offline word of mouth, and most of all lets the participants test drive the product through an in-store experience. Who wouldn’t want to buy something they have selected and look great in (especially when they have a photo, and hundreds of Facebook comments, to remind them of how great they looked)?

The campaign will play a critical role in spreading information about the brand but it does come with a number of risks. Armani loses some control of its brand and it also can’t be seen to be diluting its prestigious reputation within the fashion world. However, careful execution will minimise these risks and, I think, result in two core benefits for Armani. Firstly, they are likely to convert dormant customers into buyers, and secondly, the brands exclusivity will be strengthened, as its products will still remain aspirational for many. This desire is an important ingredient to ensure the long-term success of any luxury product. Luxury brands are not immune to today’s challenging market conditions and it is good to see Armani rising to the occasion and trying something new.
What do you think? Should Ash buy the dress? Is this a good route for luxury brands?

 

Ashleigh as an Armani model

Adam Kennedy: Current student in the Master of Marketing program at the University of Sydney Business School

What's your research method?

Understanding your customer is fundamental to any successful brand. Marketing research seems to be the key ingredient for many winning stories. Therefore, the big challenge for marketers is to figure out the right method for the question at hand.

Now, more than ever, the tool-box for market research is huge. For instance, online surveys are now used as a knee-jerk answer to just about anything. I argue, however, not every research question might be answered through only a digital platform. And, of course, none of those web data-collectors can fully substitute direct one-on-one engagement.

In completing my final Master of Marketing consulting project, I have constantly doubted myself on research design. With my client and their customers being based online, I deliberated over whether or not it might be meaningful to jump into a face-to-face journey. In my Master of Marketing classes I have learnt about how crucial it is to understand customers on a personal level. The recent Walhub case also emphasised this topic for me.

The American firm Upwell created Walhub - a new electrical switch cover that has space for your keys and mail. Upwell first wanted to thoroughly test whether this concept was marketable prior to entering into large-scale production. But instead of going the trendy digital research way, Upwell marketers approached their customers in a real-life shop environment. As Upwell recently unveiled, their marketers were uniformed as regular IKEA staff who occupied some space at a local IKEA with Walhub samples boxed in an IKEA manner.

Personally, I think the Walhub research approach was simply awesome.  They wanted to observe how their potential customers would respond to the new product in a real retail situation - would people even have the desire to purchase this item? Marketers then recorded those activities and articulated a marketing stunt out of it. 

Looks simple and pretty clever, doesn’t it? Just in one move Upwell nailed brand awareness and gathered very personal customer feedback. I do love this market research method undertaken by Upwell, even though some controversy is involved. The results of this survey seem unclear about whether people were interested in buying the exact product, or whether the outcome was influenced by IKEA’s retail environment. But as an example of a creative research approach, this Upwell case is a brilliant one.

Whilst research tool-kits are doing a great job for particular business cases, the art of the market researcher, therefore, is to go beyond narrow and comfortable research methods, and to design marketing research that will really get to the bottom of things.        

Elena Sveshnikova: Current student in the Master of Marketing program at the University of Sydney Business School.

New year, new trends

No, I’m not talking about what will be gracing the window fronts of fashion retailers. With a new year come new resolutions, new habits, and new attitudes. As a marketer, anticipating these new trends can be critical. For example, while all things digital has been growing for a while now, the Internet is aflutter forecasting a trend in 2014 that will see people put down their devices. 

JOMO.

A competitor to the very successful FOMO (Fear Of Missing Out) acronym, JOMO is here to help people embrace the Joy Of Missing Out. Trend forecaster JWT has listed JOMO as one of its top 10 predictions for 2014, and explains it as living mindfully and switching off.

The Huffington Post explains JOMO, and it’s interesting to see even companies like Google embrace ‘silent mindful lunches,’ where you won’t see any phones or laptops sitting alongside your chicken salad.

What will this mean to social media this year? Will people really switch off and stop uploading their most recent meal?

With JWT predicting another trend being the end of anonymity, with surveillance technology fast growing to soon track every single purchase decision we make, it’s not a surprise that people are turning away from their screens. For a marketer, this seems like a double-edged sword, providing more insight but also more resistance.

In our Ethics and Regulatory Environment paper, we often discussed in class the shifting position of using technology to learn more about consumers and tracking people’s habits. While there is no hard and fast answer as to what’s wrong or right, I think that JOMO could be a great movement. Not only will it give people more time to themselves, it can also be the step that pushes companies to find more engaging and innovative ways to connect with their customers. 

Hongi Luo: Current student in the Master of Marketing program at the University of Sydney Business School.

Master of Marketing welcomes 2014!

We’re refreshed and excited for the new year! Marketing Matters will continue to bring you news from the Master of Marketing course, along with insights, news and opinion related to all things marketing.

2013 saw the largest cohort yet, and many of us have worked incredibly hard to finally arrive at our final project. With the first ever mid-year intake, many of our fellow students will also be continuing their studies in 2014. Congratulations to everyone on their fulfilling time at the University of Sydney Business School!

Visit our website for more information about the Master of Marketing.

Hongi Luo: Current student in the Master of Marketing program at the University of Sydney Business School.

Master of Marketing Receives AMI accreditation

It’s been a big year, not just for us students, but also for our degree. To close finish it all off, the Master of Marketing at the University of Sydney Business School has received accreditation from the Australian Marketing Institute. The highly respected industry body has 7300 members nationwide, and the Master of Marketing will be the second marketing degree to be accredited in Australia.

The accreditation is the outcome of a long process of preparation and has involved a team of staff members of the Marketing Discipline and the Business School. It will add another dimension of quality to this already highly regarded program offered by the University of Sydney Business School.

AMI says the key focus of the accreditation process is on providing educators with industry feedback and assistance with curriculum development to “ensure continued professional relevance for marketing graduates”.

“The quality of each marketing course will ultimately be judged by the ability of its graduates to perform at a high level in a changing and competitive business environment,” the institute says. “This requires a flexibility of approach and a commitment to a lifetime of continuing marketing education.”

The Master of Marketing Program Director in the Business School’s Discipline of Marketing, Associate Professor Pennie Frow, has welcomed the AMI accreditation describing it as “hugely important to our students, faculty and the professional marketing community”.

“It is a recognition that graduates from our Master of Marketing are equipped with the practical skills and knowledge to tackle current business issues,” Associate Professor Frow said. “Accreditation means that employers can be assured our students undertake a program of rigorous applied learning that sets them apart in the job market.”

Congratulations to all the staff and lecturers of the Master of Marketing and the Business School for this prestigious recognition. What a great way to see off the year, and be sure to keep an eye out for more on this accreditation in the new year!

Hongi Luo: Current student in the Master of Marketing program at the University of Sydney Business School.

Jamie Oliver, Woolworths, Christmas, and our very own, Amanda!

December is well and truly here. Although in the southern hemisphere we don’t get the snow and frost, it doesn’t make the festive season any less of a celebration! One of the most important elements of this time of year is food. And how lucky we are in Australia, to be spoilt for choice and quality. However, in a season of overindulgence, the need for advocates for healthy eating is more important than ever.

Enter Jamie Oliver.

Along with the masses, I’m a huge fan. So it was very exciting to see him promote fresh food messages with Woolworths this Christmas season. But it doesn’t end there. A current Master of Marketing student, Amanda Nakad, worked up close and personal with Jamie in the UK and helped pull together the whole campaign. I jumped at the opportunity to ask her some questions about Woolworths and Bringing Christmas Together with Jamie Oliver.

View the Bringing Christmas Together with Jamie Oliver television commercial.

How was it co-coordinating such a big project? Especially an overseas project?At Woolies, we believe Christmas is about sharing good food and good times with friends and family. We know Aussie expats living in the UK miss great produce from home at this important time of year, so we wanted to bring them the great taste of Australian fresh produce in Jamie’s home town! Coordinating this project was definitely a lot of fun. We haven't had a TV shoot of this scale in a while, so I was honoured to be a part of it. There was a lot to be done, but luckily we have such a great marketing team at Woolies who love to get involved, so we had a lot of help! Knowing that it wasn't in Australia meant that we had to be very well prepared in advance, and it all ran very smoothly. We are so happy with the ads! Going to London in particular was amazing; it was actually my first trip there so I tried to squeeze the tourist activities in somehow... But getting to meet and work with Jamie was definitely the highlight of the trip.

How long have you been working on this for?We have been working on this for approximately six months.

Will Jamie be hitting our shores and a Woolies store any time soon?He sure will, and we're really excited to continue working with him. Watch this space!

Can you tell us a little bit more about the logistics of phasing out the sale of caged eggs in Woolworths stores?We are working with our suppliers to support them through the transition period including long term supply contracts so they can have the confidence to invest in infrastructure changes and reducing the cost of production, in turn keeping prices affordable for our customers.

Woolworths and Jamie Oliver are such a perfect fit, especially with Woolworths being "Australia's fresh food people." What do you think is the biggest marketing benefit from partnering with Jamie Oliver?Jamie is world famous for his passion for fresh food, and as Australia's fresh food people we believe our relationship is a natural fit. Jamie loves Australia and Aussies love him, so he’s a natural choice for us. Our partnership will focus on bringing better, healthier, affordable fresh food to life for everyday Australians, giving them the information and confidence to prepare great tasting fresh meals at home. Our biggest marketing benefit is the ability to communicate the benefits of eating healthy to Aussies everywhere, and potentially change behaviour and the health of Australians.

Amanda Nakad: Current student of the Master of Marketing program at the University of Sydney Business School. Amanda is also part of the Brand Strategy team at Woolworths.

Hongi Luo: Current student in the Master of Marketing program at the University of Sydney Business School.

Louis Vuitton’s lesson in sensitivity

In advertising, especially in fashion advertising, it is all about shaping the boundaries of creativity. It is all about trying to make your customers to say WOW.  In doing so, marketers and advertisers sometimes forget that there are specific sensitive areas, like the deep seeded feelings of a nation, that could turn any creative idea into a mess. In such instances, nobody can predict how promotional words, images, or even a selected media spot in an event can resonate with a particular cultures' people.

Let’s look at last week’s example when French luxury brand, Louis Vuitton (LVMH Moet Hennessy Louis Vuitton), placed a gigantic suitcase on Moscow’s historic Red Square. Suddenly, the massive nine-meter tall, 34-meter long Louis Vuitton trunk just materialised there. Placed just few steps from Vladimir Lenin's mausoleum. Once the first images of this mega-suitcase, branded with LV monogram, hit viral status, people hardly believed it was for real.



Photo: Reuters

Not surprisingly, it has sparked huge backlash among many Russians. I have learned from Russian media and comments amongst friends on Facebook that different social and political groups were insulted by Louis Vuitton’s performance. Some patriots were mad due to a foreign brand blocking the view of admired sites, like Lenin's mausoleum and St. Basil's Cathedral. But nearly all Muscovites simply complained for aesthetic reasons. 

It was initially intended to be a beautiful and whimsical Louis Vuitton promotional initiative – including an exhibition called "The Soul of Travel," with all profits from tickets being donated to children’s charity. However, it has now become a synonym to bad taste. The enormous Louis Vuitton suitcase was put down before the exhibition was even released.

Obviously, this Louis Vuitton performance got the attention of the Russians, but the question is whether it was for good for the brand and it’s customers. Do wealthy Russians want to associate with a brand that clearly hurt the feelings of their nation? Lack of culture research has more than just one negative outcome. In Russia, cases have always been a symbol of corruption as well as those Russian governments who have occupied the Red Square. Louis Vuitton might have just made too many wrong intentions with its gigantic case placed too close to Russian governments.

I do like Louis Vuitton for their huge effort in trying to keep people surprised, as well as their constant support and promotion of contemporary art. I was just wondering, perhaps it would be more reasonable if they had simply located that gigantic suitcase to another space. They didn’t have to offend those Russians who regard Red Square as an iconic space of national history in hosting military ceremonies during World War II. If they had simply done their research, been a bit more culturally sensitive, this whole campaign would have made the news for different reasons.

Elena Sveshnikova
Current student in the Master of Marketing program at the University of Sydney Business School.

Getting happy (and getting page views) with Pharrell

Now that we’ve hit December, and the year is drawing to a close, people are either packing up shop, or preparing see the year out with a ‘bang!’ Last week, Pharrell released his song, Happy, with a world’s first 24-hour music video. I’m not going to list all of Pharrell’s achievements, but you can be sure that the singer, songwriter, producer, and business man has fit a lot into 2013. Happy is definitely Pharrell going out with bang!

Happy’s official website is still live with a constant stream of the day-long video. While I don’t think anyone will be sticking around for the whole length, I’m sure people are checking in every now and then. Checking in to see the many stars that appear fleetingly alongside seemingly everyday people. Checking in to hear the simple, yet catchy sunny tune. Checking in just to see if it’s still going!

But what has this got to do with marketing?

Maybe it’s a long stretch, but I think this project demonstrates the capabilities of a simple idea. It also shows how lines are continually being blurred between medium, artist, creation, and communication. Video art? Music video? Internet campaign? It’s a bit of everything. And Happy does it well. Somewhat utopic, the idea of people around the world watching the same video and sharing the same Happy feeling is comforting. I hope Happy brightens your mood and helps you ease into the busy holiday season. 

Hongi Luo

Current student in the Master of Marketing program at the University of Sydney Business School.

Meet Burke, PR to the Vatican

Last week Pope Francis hit 10 million Twitter followers. He’s also been in and out of the media for cold-calling worshippers, joking around, and hanging out with a little orphan boy on stage during a public address (above). The Pope Francis seems like a pretty cool dude.

What’s the deal with the Pope’s transformation into a media darling? It’s all thanks to Greg Burke: the 53-year-old Fox News correspondent turned Senior Communications Adviser to the Vatican’s Secretariat of State, who is quietly changing the way the world views the Vatican city. Instead of the previous tactics of awaiting disaster control, Burke is leading the Vatican into the offensive, one newsworthy/viral-worthy titbit at a time.

Is it working? Last month Burke offered “10 things to know” about the Pope in a further step to humanise the Catholic leader. One of my favourites is number eight on the list, in regards to the Pope’s humility:

Living in a Vatican guest house instead of the apostolic palace, carrying his own briefcase on a trip… that’s just how the Pope is and people will have to “get used to it because we’ll see more of it,” Burke said.

It seems like Burke is doing a great job, and that we’ll probably be seeing more of Pope Francis and his antics!

Hongi Luo

Current student in the Master of Marketing program at the University of Sydney Business School.

Coca-Cola to donate advertising spend to typhoon relief

It is incredibly rare to see a meme on the underdog site, reddit, praising the actions of a global giant. So when the above meme appeared on the forum, it was hard not to notice. Although discussion on the topic varies from critique to compliment, the commitment made by the company in support of the victims of Typhoon Haiyan is significant.

From 18 November, all media from Coca-Cola has been pulled in the Philippine area, with all efforts being directed to relief work. Coca-Cola stated “Any committed advertising space will be redirected to the relief and rebuilding efforts for the people in Visayas.” As well as this, Coca-Cola has already donated $2.5 million cash to relief efforts.

As one of the biggest advertisers in the region, Coca-Cola has not only dominance, but also responsibility to the community. Their swift action has not only demonstrated dedication, but also incredible marketing strategy. I know it’s probably very inapt to analyse the marketing tactics behind such a tragedy – but being a good brand means being a good neighbour. In this situation, where your brand has usually relied on the patronage of the people, it’s only right to give back when the people are in need.

Make a donation to the Typhoon Haiyan Appeal with the Red Cross.

Hongi Luo

Current student in the Master of Marketing program at the University of Sydney Business School.

Wrapping up the year with Master of Marketing

I have said it many times, for me one of the great advantages of being a Master of Marketing student is the abundance of networking opportunities and collaborations with marketing practitioners.  Monday’s Master of Marketing event at the University of Sydney Business School CBD campus was another remarkable example of the continuing engagement of our program with the leaders of the Australian marketing industry.  

Despite the heavy rain, it was fantastic catching up with current and prospective students, teachers, alumni of the program, and a number of outstanding marketing industry executives. As well as a great atmosphere to network, value also came from the panel discussion “Marketing Innovation in the Digital Age” facilitated by Professor Donnel Briley.

The panel guests were John O’Nell and Craig Burtenshaw from Komosion, Georgia Scott from CTD and Kate Charlton, industry specialist and a lecturer of the Master of Marketing program. They shared their real business experience and spoke about what is digital marketing and what does it mean to be digital marketer.

Digital being a hot topic at the moment, there was a lot of discussion! Some key points of the lively and dynamic session is summarised by Professor Donnel Briley in the following order:

• Be strategic – make sure that your use digital activities as a part of your strategic plan, not only for the technology sake

• Educate your client and customer on digital – it is important to share similar digital experience with all your stakeholders in order to not be misled by them

• Be transparent – digital marketing is always accompanied by data disclosure, behavioural tracking, online piracy issues, so marketers should ensure that their digital marketing is conducted in the right way

• Stay constantly updated – in the digital environment things are changing all time, so it is a big challenge for marketers to keep up with the rapid technology development. You have to be truly passionate about what you are doing because engagement online is 24/7.

Although we all have degrees of personal and professional engagement with the digital world, it was incredibly beneficial to listen to the opinions of these professionals.

The cherry on the top of this Master of Marketing event was awarding two current students Adam Kennedy and Seray Korchagin who employed their digital passion throughout the course on various platforms. Prizes were also presented to students who achieved exceptional achievement in the 'Innovative Marketing Strategy' class.

Thanks to the University of Sydney Business School, Program Director Pennie Frow and particularly Associate Professor Terry Beed for hosting the event and allowing us the chance to engage with such an amazing group of people. 

Photos from the event.

Elena Sveshnikova
Current Student in the Master of Marketing program at the University of Sydney Business School

How to make a drop-dead cover letter!

Your cover letter is the first thing an employer will read about you, it is one of your key marketing tools, make sure it creates a positive first impression.  It should reflect your strengths and experiences in relation to the job you are applying for and be free of any spelling or grammatical errors.

If there is an advertised position make sure you target the skills sort by the employer for that role.  This means you can’t just use the same old letter for every job, you need to modify it for that role.

Source: http://behiring.com/blogs

Where there is no advertisement (you might be asking for an internship or if a company would consider recruiting a recent graduate), you can use a standard letter but make sure you highlight your skills and experience relevant to employers in that profession.

Many large companies and government departments use online applications and some will not require a cover letter so you may not need to send one for every job you apply to.  Read the instructions carefully before you attach your cover letter.

Generally speaking cover letters should be no longer than one page in length.  The first paragraph should highlight why you are writing and your interest in the company and role.  The following 2 or 3 paragraphs highlight your skills, experience and attitudes relevant to the role – these will be fairly broad statements, you can include more detail in the resume.  Nonetheless you should provide evidence to support your claims. The final paragraph thanks the reader for their time and suggests arranging an interview.

Use good quality white paper and a font like Arial, Times New Roman or Calibri, no smaller than 11 point.  Layout is important – the cover letter is a business communication and your communication skills are being assessed by the employer.

If you are emailing your cover letter to an employer, mention in the text of the email that you are applying for the position and that your cover letter is attached.  Attach the document as a either a Word or PDF file.

If you want to stand out from the crowd, your cover letter should be individual and differentiate you from other people applying for the role.

For more information and help on how to write cover letters and have your draft reviewed, please attend the CEO workshops and appointments.  Visit our website for more information: sydney.edu.au/business/careers

Susan Smith
Careers Services Manager – Education, Careers and Employability Office at the University of Sydney Business School