Fresh brand positioning, adopting Agile ways of working and taking advantage of a multi-million-dollar investment into marketing technology are some of the ways Swinburne University’s CMO is finding opportunity in the midst of ongoing uncertainty facing the tertiary education sector.
Swinburne has just taken the wrappers of its fresh brand positioning, centred around the ‘next gen_now’ tagline and experience. The new brand proposition is a tip of the hat to Swinburne University’s technology heritage and credentials as well as its creative and innovative education focus.
Swinburne chief marketing officer, Carolyn Bendall, said the new approach will allow the team to better articulate and communicate Swinburne’s latest features, distinctive propositions, emphasis on industry partnerships and innovations around education and research.
Bendall told CMO the decision to rebrand wasn’t something she’d originally set out to do in her first year at the tertiary education institution. “But as things went on, it became clear this was the right way to approach it,” she said.
One of the obvious catalysts was the onset of the COVID-19 global pandemic. Having taken up the CMO’s post just days before Australia went into lockdown, Bendall faced a sector that had seen revenue undermined by the loss of international students, whose ability to deliver its core product was compromised, and which was…