A new marketing agenda in Tertiary education

Transforming the role and value of the marketing function 

Facing tough competition at home and abroad, one of Australia’s largest Universities asked Emmet to help its newly-created central marketing team develop a transformative marketing strategy capable of transforming marketing results and, in the process, redefining the value the marketing function delivered to the organisation. 

Our Approach

We set about working with the new CMO to scope the ambition and the absolute requirements of success.  Our methodologies are grounded in defining ‘winning’ and then unpacking the strategies, capabilities and actions required to make this happen. Unlike many planning methodologies, we integrate capability identification and building to ensure strategies can be executed.

Working collaboratively with the in-house marketing team, we reviewed existing performance. We challenged business as usual to collaborate and deliver a unified strategy and planning idea to guide, align and motivate the team of 80+ marketeers.

Marketing impact 

Clarity and alignment. A two-year marketing agenda and detailed action plans were integrated seamlessly into an agile working environment. Today, this brand is the leader in student outcomes and digital learning and has one of the highest student acquisition rates in the market.