Clarity
Clarity Delivers for USC - a case study
Universities can be conflicted marketers. On one hand, they want to present a quality offering, on the other hand, they want to hit their numbers and appeal to as many potential students as possible. USC didn’t feel it was doing either well enough. A “best of both worlds” message, suggesting that local students could get a quality education and maintain the great lifestyle the Sunshine Coast offered was falling flat. More students were leaving the region than going to USC, and parents and influencers had not bought into the University’s “quality” claims.
UNLOCKING THE NARRATIVE
Redsuit’s ‘getting to clarity’ process identified USC’s ‘why’ as “transformation”; transformation for students, staff and the region. With this strategic clarity, agency and client were able to unlock an unambiguous and authentic high-performance narrative.
THE CREATIVE LEAP
Our ‘elevating creativity’ stage encapsulated ‘transformation’ in a simple, familiar phrase, “Rise, and shine”. With this creative proposition, we launched a campaign that captured both the University’s aspiration and promise for the people it served, with a clear nod to its place of origin, the Sunshine Coast. In three words, Rise, and Shine crystalised USC’s High-Performance Narrative.
THE RESULTS OF CLARITY
78% of students and parents cited the campaign as making them think more positively about the University
More students from the region choosing USC than leaving the region
OP 1-5s nearly doubled as a percentage of USC students within two years of the campaign’s commencement
USC increasing its first preferences by over 20% against sector-wide increases in the single digits, following its first full year of campaign activity