Goup of Eight University US fast food company Australian Supermarket Leading retail bank Global food manufacturer Listed fertilizer company Victorian State Government Department of Resources, Energy and Tourism Home Improvement Consumer Products Hardware retail chain Meat and Livestock Australia
 
Challenge
 
Making a 100 year old university
relevant to Gen Y.
 
Approach
 
  MARKET RESEACH  
 
A wide reaching program of qualitative research was conducted with every external stakeholder including prospective and current students, parents, employers and academics across Australia plus 9 international markets.
     
  MARKET ANALYSIS  
 
A McKINNA et al market potential index was constructed to assess and rate best prospect international markets. Detailed competitor analysis was also conducted.
     
  BUSINESS ANALYSIS  
 
Stakeholder relationship models were mapped in detail. Internal interviews held with academic and general staff.
     
  STRATEGY  
 
Strategic analysis revealed the need for drastic brand repositioning and altered marketing strategy. New brand architecture was proposed.
     

 

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University Group of Eight University

The McKINNA Factor

McKINNA et al provided frank and confronting feedback to the university. This was difficult for internal stakeholders to accept and required conviction and a rigorous academic case. It was challenging to change a culture that for 100 years had focused on marketing the institution itself rather than the outcomes for students.