The challenge

Add value to reputation of SCU within its own region

Our main campaign objective was to raise the profile and kudos of Southern Cross University in the Northern Rivers and surrounds, firstly by engaging potential students to view SCU in a new light, and encouraging them to have SCU on their University consideration list. Secondly, to educate the wider community on the Uni’s achievements and instil a sense of pride to have such a forward thinking University on their doorstep.

The insight

A matter of perception

Focus group research told us that an SCU degree was perceived as being of less value than it’s more established metropolitan alternatives and that SCU facilities and standards are at the lower end of the higher education spectrum. A perception not based in fact, the truth being that SCU is a leading light for many research and educational disciplines with global impact.

Face your future, right here right now.

The solution

Ground breaking stories from our own backyard

Led by a strong social presence the agency chose to promote four key research stories across differing disciplines, each story with a connection to the greater world and how SCU is helping shape it’s future.

Our campaign headline and call to action encourages potential students to ‘Face your future, right here right now’. The media pathways chosen for the campaign required a strong simple branded visual to grab attention and engage with the stories, so we adorned our SCU pioneers with face paint depicting their chosen field of study/story reinforcing our ‘face your future’ message.

Social media and outdoor were to play a big role.

“I think that this is phenomenally good work – just brilliant.”

SCU Director

The results

A unanimous success

In addition to a significant increase in local enquiries and enrolments, the university’s overall satisfaction is something we are very proud of.

“Absolutely brilliant! One of the best uni marketing campaigns I have seen in 35 years of teaching on four continents. Fantastic aesthetics, great copy and an organising trope (the face) that really works as image and word – a win win! I salute you, your team and the Ad Agency!”