English Australia is the national peak body for the English language sector of international education (ELICOS) in Australia (currently in the top 4 of Australia’s exports) representing over 130 Universities and college members across the nation who account for80% of all international enrolments.
English Australia had historically been recognised as a global leader in the sector, however at the time BrandQuest was engaged in 2011, the industry was in decline due to the impact of the GFC, the high Australian dollar and the safety of international students. This had English Australia Members questioning the need to be Members of English Australia.
Working with the entire English Australia board and management team, BrandQuest developed a new Brand Strategy within 4 weeks of commission.
Critical to the strategy was the development of a Brand CanvasTM which determined the need for separate positioning for each of three main markets: Members, Overseas Agent sand Students. In addition a Brand Essence around Thought Leadership was articulated.
The Brand CanvasTM then guided the articulation of the brand through the development of a revitalised new Brand logo and comprehensive set of Brand Guidelines.
BrandQuest also helped with the roll-out and implementation of the new brand and strategy to all Members and importantly, a new communication strategy with Agents and Students.
The new branding is now inculcated and integrated across the category and the English Australia Board has received wide recognition for their pro-active ‘thought leadership’ – once again they are seen as a global leader in this important industry category.
In the annual survey of Member Colleges, Universities and Global Agents following the re-brand, English Australia brand awareness had moved positively from 63% to 87% whilst perceived brand value had grown substantially from 63% to 96%!
The downward trend had been overwhelmingly reversed within 12 months of the introduction and roll-out of the marketing strategy and re-branding.
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