University of Western Australia
The Australian Business Award for Marketing Excellence recognises organisations that have achieved outstanding results through initiatives that demonstrate innovative marketing strategies and execution.
UWA’s first goal was to change customer perception and present the University as modern, relevant, forward-thinking, warm and welcoming. In total, UWA spoke to almost 1,000 people during the research phase of their project and undertook significant environmental scanning. Their new brand proposition was then born; Pursue Impossible. The Brand and Marketing Team was expanded, a dedicated Corporate Brand Manager was recruited and internal resources were tapped in to assist.
The project implemented marketing strategies including a bold television commercial showcasing the new brand proposition of Pursue Impossible as well as the global reach of the University. UWA music students were commissioned to produce the music used in the new brand materials including the launch television commercial and ongoing radio advertisements. A microsite, quotes on billboards and buses, digital advertisements as well as post launch engagement sessions were also implemented. Face-to-face internal staff workshops, email invitations and a student film were part of the internal launch to engage staff and students. There was also a series of Pursue Impossible themed activities and events around the campus, such as new merchandise range.
A global brand activation campaign was also commissioned to encourage international communities to think about what careers might exist in the future and what courses would need to be created to make the career a reality. The student offer journey was reviewed and changed to make the prospective student feel they were being welcomed to the University. In addition to reviewing electronic communications, various Welcome Packs were sent to new students on the day their offer was made.
UWA has transformed its whole approach to marketing and branding with remarkable results. UWA now has a fresh, contemporary, modern identity which is repositioning the University to take on its competitors. UWA’s brand relaunch has been a huge success and is a catalyst for further change across the organisation. The University of Western Australia is being recognised for a Marketing Excellence Award in the Australian Business Awards 2016.
The Australian Business Awards are the regional chapter of an integrated, hierarchical leadership program conducted on a national and international level. Eligible organisations from each region are invited to participate in the international chapter of the program at The World Business Awards. Conducted annually and currently in the second year of its international launch, The World Business Awards seeks to engage with the world’s business, innovation and technology leaders through a global recognition and knowledge building initiative that is underpinned by the program’s established framework. The program engages with organisations worldwide to benchmark the full spectrum of their products, services and initiatives and to review their business performance. The cycle culminates in the recognition and celebration of organisations that implement world-class business initiatives and industry leading products and services on a prominent and far-reaching scale. All entries must be entered in the regional chapter where the organisation is based.
Organisational participation includes private companies, publicly listed companies, multinational subsidiaries, not-for-profit organisations, non-government organisations, educational institutions, franchise systems, partnerships, government departments, government agencies, local government and statutory bodies operating in Australia.
Initiatives can include but are not limited to projects, programs, processes, systems, technologies, developments, ventures and undertakings.
Entries are assessed utilising a robust and dynamic framework to ensure that the assessment process is pertinent and objective. The World Business Awards Framework (WBA Framework) is utilised as a structured model of assessment that enables the participating organisations to be benchmarked against world class performance standards. The Framework consists of specialised assessment modules pertaining to the evaluation criteria for each of the award categories. The criteria and sub-criteria provide a robust set of requirements that are used as the methodology for benchmarking and learning among the participating organisations.
Organisations that participate are provided with the unique opportunity to benchmark themselves against the top performers globally. The recipients are acknowledged for their achievements and recognised as the elite of their industry earning a place amongst a distinguished group by having their products, projects, initiatives, contributions and achievements recognised on a prominent and far-reaching scale. The program provides the ultimate platform for building knowledge, increasing brand awareness, equity, loyalty and retention through increased exposure, recognition and prestige. This establishes a valuable resource that can be used extensively to create opportunities for publicity, positive organisational profiling and heightened brand awareness within the respective industries both nationally and internationally.