Unitec Institute of Technology - Brand, Marketing and Campaign Strategy

Unitec Institute of Technology - Brand, Marketing and Campaign Strategy is a project by NatalieCrowe

Published on
October 26, 2023

Overview:

Unitec Institute of Technology in Auckland competes against all of the top Universities and tertiary institutes in New Zealand for student enrolments each semester. In order to be competitive and reach the recruitment targets set, we needed to define, design and deliver compelling recruitment marketing campaigns each and every semester.

Strategy:

Working in association with external agencies (Designworks, Special Group, Republik), we always started by collaborating on a single organising idea for each campaign. This idea then became the single point of truth, the one concept that would be the common thread that ran through all of the campaign communications, creative development, photography, moving image, radio scripts, advertising, events, promotional material and collateral for each campaign delivered.

Methodology:

  • Define: The overarching strategy, timings for campaign, audience segments, the space we are wanting to 'own', the concept, the marketing channels, tactics, goals and measures of success.

  • Design: The visual language, tone, the creative concept, tone of voice and moving image (television, online, pre-rolls, social, OOH).

  • Deliver: Implementation of the brand and campaign strategy defined. All design and written communication assets developed, roll out and delivery of all internal and external communications, recruitment event design, website copy and refinements, social media and online content, advertising collateral, television, moving image and OOH.

Results:

The successful delivery (on time, on budget, on brand) of cohesive, clear and highly engaging semester recruitment campaigns that championed the space that Unitec Intitute of Technology owns in the New Zealand tertiary sector. For each programme offered at Unitec, we saw an increase in early semester recruitment YOY - proving that strategic thinking, creative delivery, clear brand messaging and carefully curated and delivered brand and campaign collateral converted our acquisition leads, ultimately encouraging more students to enrol to study at Unitec.

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