The Client
Established in the 1800’s, the client is a public-spirited research university located in a major Australian city. Rich in history and culture, it is consistently ranked among the leading universities in the world.
The Challenge
With a slip from the top spot in Australia’s University rankings, a downturn in enrolments and an increasingly competitive market for students, the client was looking to optimise the awareness, application and enrolment process for prospective students.
The Approach
Strativity firstly conducted ‘current state’ analysis of the client’s enrolment experience. They had extensive research already completed on the prospective student journey which we combined with qualitative interviews from the different marketing departments in each faculty. In addition, we also analysed application and enrolment data to understand which faculty/courses were experiencing the greatest bottlenecks, backlogs and dropouts. It became clear that addressing inefficient processes and a lack of stewardship of the overall experience were key to future success. Using these themes and insights as a baseline and a springboard, we then gathered over 60 staff and students in lively and energetic workshops in order to co-design the ‘target state experience’. The outputs from these workshops were further synthesised and resulted in recommendations across brand, student value proposition (SVP), recruitment strategy, CRM and contemporary technology use.
The Results
While it is still early days, the client has a clear, prioritised and optimally sequenced plan of action and an engaged group of stakeholders driving the recommended change and innovation concepts forward.
