Fast work and quick thinking.
THE BRIEF, IN BRIEF.
Think Education is part of the international Laureate group of universities. In Australia, Think owns 8 well respected colleges. Due to circumstances beyond their control, they were behind schedule. We were briefed to develop a big idea that would differentiate the parent brand, work across all the colleges, and attract school-leavers looking for a tertiary education provider. And then roll it out across multiple media in time for the first major education expo of the year.
THE CHALLENGE: HELP POTENTIAL STUDENTS MAKE
ONE OF THE BIGGEST DECISIONS OF THEIR LIVES,
AND DO IT ALL IN 6 WEEKS.
Some students have a clear idea of what they want to study after school and where they want to study. For the rest though, there’s a huge range of universities and colleges to choose from, and not a lot to help choose between them. We had 6 weeks to develop an idea that would resonate with this target market, and then produce and deliver the entire suite of materials before the education expo season began. No sweat.
THE INSIGHT THAT BECAME THE SOLUTION.
We quickly immersed ourselves in the Think brand and digested the research into the mindset of the year 11 and 12 students we wanted to influence. This fed into the development of six distinct creative directions that we reviewed with the Think team. The range of creative ideas helped them quickly triangulate on a solution.
‘Say goodbye to old school’ resonated perfectly with the mindset of school leavers (eager to move on to adult life and leave the discipline and structure of school behind) while also communicating Think’s unique approach to tertiary education – itself a rejection of old-school approaches.
Delivery? That just required good project management and great suppliers.
SUCCESS COMES IN MANY SHAPES AND SIZES.
- For the first time, Think Education had an umbrella positioning that worked across all of its 8 colleges.
- Think was able to launch its new positioning at the first major tertiary education expo of the year, just 6 weeks after issuing the brief.
- Last, but far from least, post campaign analysis showed that expo leads were up 66% over the previous year.
WHAT NOW?
Why not give us a call and talk through your challenges? Let’s see if we can help.
To get started, please call Alex on (02) 9388 0411.
To get started, please call Alex on (02) 9388 0411.
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