One of Australia's oldest universities, under increasing
competitive pressure, required a brand positioning and marketing
strategy to increase student numbers and revenue.
What was the question?
What competitive brand positioning and marketing strategy should
be adopted to build preference for the university's offers?
What did we do?
- Analysed the higher education market and the needs of students
and other stakeholders
- Assessed brand strengths and weaknesses against
competition
- Identified and quantified opportunities for growth
- Developed brand positioning, stakeholder propositions &
creative briefs - focusing on unique position of difference
- Recommended a marketing budget and a set of detailed marketing
priorities to build student numbers over time
What was the outcome?
Growth opportunities were identified and an action plan
developed covering brand positioning strategy, a new market
segmentation model and communications strategy
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