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Center for Veterinary Education
How to gain sustainable growth and revenue streams through a new name, new branding
The Post Graduate Foundation (PGF) in Veterinary Science, Sydney University needed to refresh their brand and re-engage with a younger and more global audience in order to grow membership and remain highly relevant.
As part of this challenge they recognized that online learning was a key driver to future engagement with Veterinarians.
Through a mix of segmentation of the entire potential audience and a new positioning, the PGF was rebranded into the Centre for Veterinary Education, Sydney University. At the core of the brand a new brand essence was created to drive the future culture of the organization.
The brand change was lead by the development of a new brand logo and brand guidelines.
The brand guidelines informed the development of a complete website overhaul and all literature and external communications, including the quarterly Control and Therapy magazine – which was re branded as C&T and was a major lightning rod to all subscriber veterinarians of the ‘new and changing’ CVE.
A key challenge was seen in introducing a new brand to a venerable and relatively conservative audience.
This was managed with 100% positive feedback.
Whilst revenues have grown incrementally since the brand change (through increased membership and education/learning seminars), perhaps most rewarding for CVE management and Board is the bi-annual Member survey that shows “satisfaction with membership value for money” has increased from 85% ‘satisfied/very satisfied’ rate to 95% – with ‘dissatisfied’ members reduced from 12% to 4%.
Additionally unique visits to the newly branded CVE website (a key channel for marketing seminars and distance education courses) have increased by 3,000%, resulting in increased revenues from Conferences, Seminars and Courses of 35% – all occurring in a global market that saw overall spending in the category decrease.