Curtin University | Change is Here

Universities paint a picture of a promising future for prospective students. However, given the global challenges, this narrative was losing resonance with the younger generation. Curtin University was feeling this disconnect keenly. Years of underinvestment in its brand had resulted in a decline in school leaver applications in 2020. The higher education sector in Western Australia is highly competitive, with rivals heavily investing in brand promotion. Additionally, for the first time in their history, competing universities were making unconditional early offers, while Curtin didn't, adding to the challenge.

Curtin University needed a major brand campaign that distinguished it in a changing marketplace. The campaign needed to be innovative and resonate with their purpose: ‘To make tomorrow better.' The goal was to establish a unique market position, focusing on the immediate and tangible impact students could have at Curtin, and how this would positively affect their futures. The brand campaign also aimed to communicate effectively with prospective undergraduates, who were experiencing high levels of stress and anxiety about their future.

To solve Curtin's branding dilemma, a comprehensive review of the market, the target audience, and Curtin’s Brand DNA was undertaken. The campaign, "Change is here," used real Curtin students and their stories to communicate the university's vision and mission. An emotive brand film was at the heart of the campaign, bolstered by investment across YouTube, Facebook, Instagram, and an organic social media strategy. The campaign aimed to connect with the audience on the issues they cared about, such as environmental challenges, gender and racial equity, and health.

The results were exceptional. The campaign achieved the highest cut-through of any WA university campaign during 2020/2021, despite being a new brand platform. The brand linkage was also 17% stronger than Curtin's main competitor, UWA. A significant 71% of those who had seen the campaign believed that Curtin 'will help me make tomorrow better.' Additionally, Curtin became the most considered of all WA universities. Curtin's undergraduate applications increased by 9%  in 2021. The return on investment was impressive; the campaign returned $7 for every $1 spent in the first year, and $20 for every $1 spent over the student lifetime.

"Change Is Here is university marketing done really well. Universities, at their heart, are about aspiration and the hope of change within individuals. This campaign is a beautiful articulation of just that." - Universities Australia

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🏆 Winner - Universities Australia - Best Marketing Campaign
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🏆 Finalist - Effie Awards Australia