Last August, University of Western Sydney rebranded into Western Sydney University. Though the change was subtle, it was bold. The university is now known as Western Sydney University, symbolising the value it
has for its community – putting Western Sydney first.
This name change was accompanied by a new visual identity including a new logo, alongside a refreshed brand attitude and voice more relevant to the incoming wave
of students and an international audience. The other aim was to address the changing landscape of Western Sydney. There was a 27% increase in registrations to the
2015 Open Day, in comparison to 2014. This early stage of the campaign has seen a 4.4% increase in preferences for Western Sydney University year on year, an extremely
positive mark of success in contrast with a wider industry downward trend. Additionally, as a result of the campaign, the university’s social media followings saw an increase
with 20% more Twitter followers, 10% more Instagram followers and 1000 new Facebook likes.
n Development of a communications plan: championing the qualities of Western Sydney and amplifying the university’s role in the region
n An integrated through-the-line communications strategy was executed featuring advertising across digital, TV and radio to establish the brand identity
n Using high profile people to help tell the story via social channels (the campaign reached over four million social media users with 1.6 million impressions made)
n Seeding university stories into mainstream media
n Creating a social media movement (media coverage generated from PR around the launch resulted in 149 pieces of coverage in tier one media with 90% of these positive in tone)
n Magnifying the ‘Unlimited’ messaging of the campaign, featuring real-life students who are doing remarkable things