The University of New England wanted to create an on ground presence in Western Sydney as they saw this area as having a huge potential for student number growth.
STRATEGY + EXECUTION
We developed the strategy to launch the university’s state of the art ‘Future Campus’ in the Parramatta CBD.
The university wanted to ‘own’ the CBD for the week and to be the university of choice for western Sydney students. We examined how this messaging could be implemented by undertaking cost / benefit analysis of multiple touch points, liaison with council and suppliers. A cross platform approach was undertaken using media, outdoor, live event sites, digital and print.
We took control of event direction, creative execution, digital design, branding advice, live webcasts, filming and supplier sourcing and negotiation. The live sites included a council meeting, cocktail function, road closure for a street party plus a graduation ceremony.
Tenfold increase in UNE brand recognition, close ties built between Parramatta businesses and local government plus major press uptake.