Helping Macquarie Education Group appeal to a younger audience.

Background

Macquarie Education Group Australia (MEGA) has educated over 10,000 international students and helped many others to gain employment through their highly regarded vocational and English language courses.  Based in Syndey's CBD, MEGA wanted to update their branding to appeal to a younger market in what is a highly competitive industry.  They engaged our design partner DesignFox to manage the brand design, and MarketingHQ to facilate a Brand 360 Workshop to gather the insights needed to develop the new brand identity and brand positioning.

What did we do?

We facilitated a Brand 360 workshop with the team from MEGA and Design Fox to understand the direction they wanted to take, and the challenges they faced in the industry.  It became clear during the workshop that having an appealing brand and well presented marketing collateral were key to attracting new students from overseas.

The Brand 360 Workshop process helped us to understand the background of the organisation and the student recruitment pathway.  We discussed in the detail the customer journey for students and the key attributes they were looking for in an education provider to help guide the key messaging and brand development.  It became clear during our workshop that a course at MEGA was often a pathway to higher education at University, where students were able to improve their English language skills and meet the requirements for entry in degree courses. It became clear we needed to position MEGA as the best pathway for international students to achieve their academic goals.

What was the result?

From our Brand 360 Workshop insights, DesignFox developed the new brand identity below and together we developed the new brand positioning and tagline for MEGA, "The Smarter Pathway".