Curtin University’s decision to reposition itself as an institution of innovation has helped achieve growth in first preference choices for undergraduate students.
However, the positioning statement and resulting advertising campaign (delivered by Gatecrasher Advertising) also needed to strike a chord with post-graduate students, according to Curtin University marketing manager Karina Coldrick.
“We’re the largest provider of post-graduate studies by coursework in WA, we have more students and more courses,” she told WA Business News.
Established as a university in 1987, Curtin University has only recently marketed itself through mass media channels as an organisation rather than individual schools.
Gatecrasher won the account from brainCELLS early in 2003.
Research after the launch of the Curtinnovation campaign showed first preferences increased 19 per cent in the university’s core market.