Overview:

Our objective was multifold – not only was it imperative to create an aspirational value for UTS and UTS Insearch by increasing brand awareness, we also had to convince students, parents and other stakeholders that Australia, and in particular Sydney, was an excellent choice for higher education. Additionally, we also had to allay the stigma surrounding diplomas.

Approach:

Before taking over social media duties, we laid the groundwork by carrying out a thorough market-research. This helped us map the positioning of UTS Insearch in the Indian market. The insights gathered led us to present a new campaign thought - #OpportunityAwaits. We segregated the target audience into four categories - primary (students) secondary (parents) tertiary (counsellors/agents) quaternary (college/school authorities). We then devised communication specific to each of the four, thus broadening the reach and yielding better results. With a central thought now in place, we could then craft topical communication to leverage upon newsworthy events.

Outcome:

UTS Insearch was firmly established as the pioneering pathway program for Australia. The brand soon came to be regarded as not just as an innovative education provider, but also as a thought leader in higher education. The attitude towards pathway programs and diplomas also changed, as consumers began to see the value in them. 2,84,856 followers on Facebook – an increase of 1.6% 1160 followers on Instagram – an increase of 46% Reach totaling 12 million people 2629 leads between July and December 2018