The Australian College of Commerce and Management had been operating as a Registered Training Organisation of choice since 1996. After conducting a half day Brand Strategy Session with the core College team, BrandManager delivered a comprehensive and effective marketing strategy to re-position the College as the industry market leaders.It was felt that the brand was looking a little tired and brand refresh was decided along with a repositioning using the tagline ‘your quality training provider’. The Australian College wanted to re-engage with its existing customers, build its profile traditionally and online and refocus its brand messaging across all mediums.
The outcomes of the intensive half day Brand Strategy Session provided a clear understanding of what was unique about the College, the core messaging that had to be applied to its marketing and the strategy to engage the target market. A new brand was created carrying through elements of the existing logo so as not to lose continuity, marketing materials including College course brochures designed and a new website created at www.austcollege.edu.au. Target customers were also featured in a series of testimonial style videos that captured the essence of the brand and why the College was chosen over its competitors in the field.
The Australian College has modernised its brand and increased its presence especially online. A refreshed newsletter has been welcomed by existing customers and the College has now attracted new high caliber, national brand clients who have engaged them to handle their complete training programs. The Brand Strategy Session and launch of the new brand also led to the development of a new division, specifically targeted to the younger market called CoursesOne - www.coursesone.edu.au