education sales + marketing
Education is a specialist field requiring access to owned databases, aligning activities to curriculums, and education sales expert, as well as marketing activities
However, this is an area with very strong potential for growth and a likely source of future income both before the international tourist market returns and can run concurrently with traditional tourism markets.
It offers a more reliable source of income once established and is an excellent market to smooth the peaks and troughs of traditional tourist markets.
Sunlover Reef Cruises
New website content, imagery, collateral, and public relations activities for Sunlover's 'Marine Biologist for a Day' program increased revenue from the education market by 105% year on year (YOY).
I was instrumental in the development and launch of the 'Marine Biologist for a Day + Astronomer for a Night' product extension, which TEQ distributed to their media and agent networks internationally. On day one of the launch, I received a direct inquiry that had the potential to bring Sunlover 100 GROUPS of students per year. Also:
Immediate repeat booking at twice the size from the client.
800% increase in web page views.
Domestic and international media exposure including China.
Tourism and Events Queensland (TEQ) featured it as a stand out example of an education program in their education brochure.
Christchurch Polytechnic Institute of Technology (CPIT)
I was Creative Brand Manager at tertiary educator the Christchurch Polytechnic Institute of Technology (CPIT) when student enrolments fell from full capacity to just 80% as students fled the city after the 2011 earthquakes.
I was in charge of the overall brand and student recruitment marketing, and urgent action was needed to bring students back. The resulting strategy was not to ignore what had occurred to the city but to respectfully acknowledge it and turn the negative into a positive.
There were benefits to weathering the demolition and reconstruction of the city. Trades and engineering students would have a unique opportunity to encompass real-life work assisting in the rebuild as part of their qualification. The future was one of opportunity that could be had nowhere else in New Zealand.
The optimistic, compelling tagline ‘Now More Than Ever, Your Future Starts Here’ was the basis for the campaign. Creative execution was unique and innovative with animation overlaying real photos depicting the rebuilding of the city. Two 30 second television commercials led the campaign, supported by billboards, bus shelters, bus backs, print advertising, radio, and digital content.
Within one-year enrolments returned to 100% and there was an increased demand for trades, engineering, and architectural programs in response to the prospect of future employment in these areas within Christchurch.
Stop Press (industry publication) Ad of the Week
“Why we like it: Nice use of overlaid animation to show both the potential of Christchurch and the potential of each student.”