|
Challenge:
Competing in a competitive space offering college courses and facilities locally, nationally and internationally,
Macintosh required a brand message review to become more relevant.
Process:
Cocojambo interviewed students, international agents, local business and partners to understand individual motivations. We realised quickly that the college didn't need a new look - but multiple new looks, altered to feed the individuals motivations of each audience rather than a single one size fits all message.
Solution:
(a) A message that resembled an international tourism brand for their international audience, (b) a message that
conveyed students real life motivations for their national and local audience, (c) a message that spoke directly to business needs for their business audiences.
A message that used to offer hospitality courses - became an aspirational message presenting the romanticized idea of living the life of a globally roaming barman for example.
Macintosh have now opened a new campus to grow with the new brand, and enrollments are growing.
|
