Massey University

Success From a Thousand Little Moments

Services:
PR
OOH
Digital
Social

Challenge

In a highly competitive market, local and international universities found themselves fighting over the same students. But from a marketing point of view, it was all a sea of same-ness. Research showed that Massey had the second to lowest conversion from consideration preference across all universities. With a much smaller share of voice, Massey needed to do things differently.

Solution

The tertiary sector is rife with images of students gazing misty-eyed into the future. But the truth is that student life can be difficult and even overwhelming. We embraced the irrefutable fact that only mahi gets results. Success comes from a thousand crazy, exhausting, exhilarating moments. In a visually distinctive way, and with a whole lot of personality, we brought to life one student insight after another, showing how Massey walks beside their students to help them succeed.

Results

While the competition waved their cheque books, we increased awareness and conversion on a smaller budget. Our new platform worked its socks off. Massey University went from the number five spot to the most preferred University in New Zealand, in just three months. Job done.