International Brand Master - Rmit University Submission

Nominee Submission International Brand Master June 2009

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 RMIT University©2008

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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

260

210

246 221

210

190

TARPS

160

110

60

10 wc 31/08

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wc 07/09

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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 RMIT University©2008

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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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Campus Billboard

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Metropolitan Ring Road, Thomastown

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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

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