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 student 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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