Multiversity
First Australian Multiversity launched
Campaign objectives and targets
The Multiversity is a new unique collaboration between the University of Newcastle, UNSW Sydney, the University of Wollongong, Western Sydney University, and TAFE NSW to deliver academic programs specifically for industry around the Western Sydney Aerotropolis. Primary was engaged to:
The campaign objectives were to:
- Develop a new brand identity for Multiversity and corresponding assets
- Develop and deliver an integrated and multichannel marketing, stakeholder, media and communication strategy to promote the Multiversity’s launch
Strategy and development
The integrated strategy needed to engage multiple partners and cut through in a crowded education market using:
- Brand development: physical look and feel with assets using talent to portray the vision to potential students
- Materials and collateral for multiple channels
- Advertising (print, online, social media, Spotify)
Launch event; to unveil the Multiversity’s new identity and engage key stakeholders in education, government and industry - Government and stakeholder engagement
- Media outreach; for launch event and enrolment drive
- Evaluation of outcomes.
Tactics delivered
Primary worked as an extension of the Multiversity team, reporting to the board on a weekly basis delivering
- A new Multiversity identity: launch video, visual props, logos and supporting collateral
- A successful launch event attended by representatives across multiple stakeholder groups
- Thought leadership placement in mainstream media
- Support and promotion across key sector players: secondary and tertiary education, government, and industry.
- Advertising assets rolled out on print and online channels including multimedia channels from Spotify and google digital
- Briefings with relevant Government ministers
Results and impact
- Launched and implemented the integrated program in three weeks
- More than 100 government, media and sector stakeholders attend Multiversity launch event
- Secured more than 30 media clippings with engagement on social media from stakeholders across their own channels
- Over 3 million online impressions recorded
- Over 16,000 visits were recorded on the enrolment website in the first month
- Generated enrolments in the first courses offered by the Multiversity
