After years of declining enrolments, the launch of Unitec’s new brand positioning ‘Think.Do’ in 2015 created a ripple effect that went far beyond business results. ‘Think.Do’ encapsulated Unitec’s differentiated approach to learning, involving valuable experience in real-world environments; access to and teaching by industry professionals; the ultimate combination of theory (Think) and real world experience (Do). The outcomes for students: higher competence, confidence, value and employability.
Straight away KPIs were exceeded, including enrolments, with even greater success enjoyed in the years that followed.
For 2017, the biggest challenge was to continue the success and beat previous achievements, while facing ongoing category challenges.
The ‘Think.Do’ campaign was conceived as a three-phase, multi-year strategy. The overarching aim was differentiation. In the first phase we challenged people to look at Unitec differently, then we created a cultural evolution where we changed tack to keep our competition guessing. Ultimately, from a position of greater strength, we would then be able to do something quite radical that would prove Unitec’s discernible difference.
Unitec set out to prove the unmatched value of ‘Think.Do’ as an educational approach by doing the unthinkable. The institute would hand over responsibility for phase three of the campaign to the students themselves, with the results demonstrating ‘Unitec in Action’.
The result was a standout campaign that not only achieved or exceeded all its metrics; it incontrovertibly demonstrated the validity and value of Unitec’s approach to learning.
Students pitched their ideas to Unitec’s marketing team and ad agency. The four students behind the winning idea then brought it to life alongside real industry experts, demonstrating the true power of ‘Think.Do’ in action.
The winning concept literally took ‘Think.Do’ to the people, over the key summer consideration period when many potential students are hard to reach. The students decided to create a range of delicious craft sodas, dispensed at key outdoor events frequented by the target audiences across Auckland. The entire process was documented in video and shared online as their journey progressed. This made ‘Think.Do’ real and tangible for our audiences with the students gaining experience across a variety of areas including Food Science, Product Design, Graphic Design, Marketing, Advertising and Event Management.
The end results were remarkable, not only exceeding the KPIs but also achieving deep engagement. The credibility of ‘Think.Do’ was tested and proven for real, with people seeing and tasting the results for themselves.