University of Western Australia
University of Western Australia has been recognised as an ABA100® Winner for Marketing Excellence in The Australian Business Awards 2016. The Australian Business Award for Marketing Excellence recognises organisations that have achieved outstanding results through initiatives that demonstrate innovative marketing strategies and execution.
“To receive this very prestigious award against such remarkable competition is something The University of Western Australia is very proud of. This campaign was a bold step forward for the University, but it was needed to achieve our business and communications objectives and to reflect our place in a modern, highly competitive global market. The campaign is designed to inspire prospective students but it’s also been the catalyst for change within the University with numerous initiatives implemented as a result, including improvements to our student experience when applying to the University.”
The University of Western Australia (UWA) is a medium sized, research-intensive University.The University has identified the need to respond to competitive pressures and mitigate the risk of further market share erosion.
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.