International Brand Master - RMIT University Submission

Nominee Submission International Brand Master

June 2009

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Visual Audit February 2008

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What we found lacking

A distinctive brand language

Efficient marketing processes

A clear brand proposition

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RMIT looks - Glance view of other University comms

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Our core audience in a nutshell

Independent thinkers who approach life with a desire to leave their own original mark

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RMIT’s promise to them

RMIT enables individuals fulfill their personal destinies within a fast changing, connected world, by developing creative minds able to solve real life issues

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Television Commercial – Launch 01/09/08

RMIT Web Site

YouTube: Social Networking site

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A test for the new brand system – a TV commercial

Channel Ten Channel Seven

Australian Idol 2008 Make Me A Supermodel

America’s Next Top Model, Lipstick Jungle

So You Think You Can Dance (US) Ugly Betty

All New Simpsons Heroes

Rove Criminal Minds

Dexter AFL Finals

NCIS

90210 (Series Premier)

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Campaign Summary

TELEVISION

On Air Dates: Week commencing 31/08 & 07/09

Buying Demographic: All People 16-24 years old (closest measurable demographic for school leavers)

Secondary – All People 25-44

Durations: 30 second TVC

Appeared on Networks Ten and Seven, as these two networks provided the highest rating programs for our target demographic.

Negotiated for bonus airtime. Channel Seven guaranteed to place bonus airtime to the value of $30,000 anytime between the campaign period and the end of September.

Included exposure of the campaign within all of regional Victoria (excluding Mildura). It aired exclusively on Southern Cross (Network Ten Affiliate).

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Campaign Overview Weekly Planned vs. Achieved

wc 31/08 & 07/09 Demo: PPL 16-24

210

190

246

221

10

60

110

160

210

260

wc 31/08 wc 07/09

TA

RP

S

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Feedback from students, graduates and future student

• Awesome! I really like it... its stylish and catchy!

• I love it...its so good:)

• i liked it i am attending this university in a few years

• It captures perfectly what I feel as an RMIT student; that I'm part of a community gaining knowledge and skills that relate to (and will one day benefit) this fascinating city. Kudos.

• I think this is quite a beautiful commercial. It excites a mood rather than informs.

• RMIT encourages free thinking and individuality

• I really like it! I loved the greys and red, and the song. It's very relaxed, but presented beautifully.

• Sophisticated, intriguing, very RMIT!

• its excellent and makes one proud to be a part of RMIT

• I saw the commercial last night while watching TV. It was only at the end when I saw the RMIT logo that i realised it was an ad for RMIT. I then hoped it would come on again so I could take more notice. It did, i think it's a great ad. Although i prefer the old logo ie RMIT University all on the one line.

• nice

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Feedback from students, graduates and future students

• So surprising for that short video clip! Feel like getting more energy...cause I am RMIT student... ^_*

• Hi, I think that all of the wallpapers are great, in particular I like numbers 2, 3 and 5.

• I have always been proud to call myself an rmit student. I loved the commercial and added the "I am the author of my own story" wallpaper to my computer, because it is the most inspiring piece of advice I've heard in a long time.

• That is very great.

• Fantastic! Captures the essence of RMIT beautifully. Proud to be an RMIT student! :)

• Love it. Love it. Love it. RMIT grad 07.

• I am ,Gabriel,an RMIT Old Boys in HK, I like most the AD & wallpapers, the view of these photos shooting are great. I think it brings impact to people.

• i love it! very well done and clever. good use of red :)

• I have been meaning to write to you to say I think your TV campaign looks great. Very creative and communicates quite clearly what RMIT stands for.

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MBA Postgraduate Expo: 17 September 2008 Melbourne Town Hall

Banners, printed program information, TV ad.

33% more Program Guides were handed out.

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Melbourne Central Billboard Mid Sept – Mid Oct 2008

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Metropolitan Ring Road,Thomastown

Campus Billboard

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Richmond Station

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RMIT ‘Core’ look - Press Advertisements

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Postgraduate Campaign on Web Site w/c 6 October 2008

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Start date of implementation

September 1, 2008

• Brand Campaign

September 15, 2008

• PG Recruitment Campaign

November 30, 2008

• All business stationery, and marketing publications and advertising to bear new visual identity

• All old stationery is to be used as scrap paper or disposed of thoughtfully

• All printed publications bearing superseded visual identity are not to be used

• All exhibition signs are to bear new visual identity

December 31, 2008

• Website consistency between Melbourne and Vietnam – bearing new logo