Knox & Salmond Colleges

In the quest to boost student engagement and occupancy (under urgency), we embarked on a strategic marketing mission with both Knox College and Salmond College in Dunedin, New Zealand. The primary goals were made very clear: increase bed use occupancy, elevate the quality of applications, and reinforce the colleges' brands. What unfolded was a case study in precision, creativity and strategic execution that other institutions can learn from.

Our approach was thorough and multifaceted, focusing on a deep understanding of the new era of student journeys. The marketing overhaul included:

Visual and Communicative Redefinition: 
Each college's branding, including logos and key messaging, was revamped to resonate more effectively with target demographics.

Emotive Connection: 
By unpacking the emotional drivers of students throughout their application processes, the campaign created more resonant and engaging content 

Hyper-Targeted Digital Strategy: 
The introduction of platforms like TikTok allowed the colleges to engage with over 300,000 potential new students within just the first month, dramatically increasing their digital footprint.