Independent Sydney agency gho creates ‘Me, First’ campaign for University of Sydney MBA
The University of Sydney Business School has launched an MBA that customises the program to suit the needs of the student. Independent Sydney agency gho created the campaign in the University’s first major marketing push since it renamed the Faculty of Economics and Business to the University of Sydney Business School in January 2010.
The campaign for the MBA had to connect with students who were attracted to the benefits of an MBA but starting to question the inflexibility and standardization of many MBA programs.
At the University of Sydney Business School, marketing head Michelle McDonald said in working with gho, the University needed to deliver a creative campaign that demonstrated the progressive and contemporary nature of the MBA.
Says McDonald: “An MBA is a serious undertaking that requires much consideration, and for us specifically we needed to convey the mould-breaking design of our program. Right from the start, gho understood the challenges of presenting such a different MBA from a university with a more traditional reputation.”
Peter Hosking, managing director at gho, pointed out that given the investment made by future students in both time and money, reassuring potential applicants through easily accessible content and providing them with the ability to engage with people and information was critical.
Says Hosking: “The ‘Me, First’ campaign has been born out of the fundamental truth that this MBA program’s design is different from anything else on the market. Our role has been to ensure a depth of understanding to the benefits of this new design. Key to this has been providing the content and social tools to enable prospective students to talk to the program directors and other students to not only build interest but also reassure people that it’s the right choice for them.”
gho has also created an on-campus experience using street chalking and a photo booth to highlight the focus on the individual, as well as outdoor posters, a website including video content about the MBA, a blog, eDMs, and media sponsorships including one with the Australian Financial Review.
The campaign starts now, for enrolments for the class of 2013.
7 Comments
If you’re studying at the ‘Faculty of Economics and Business’, you might well be a douchebag. Change that to studying at the ‘University of Sydney Business School’ and you’ve removed all doubt, you’re definitely a douchebag.
Good luck with that douchey piece of rebranding douches.
Why would you post this on campaign brief? Its just wallpaper.
The idea un-imagined.
i really dont know the problem here. I never went to Sydney, it was full of snobs anyway stuck in time to sandstone and “sydney is sydney” attitude.
But you got to admit it that this is cool snobish, almost like athletes want a “just do it” – me first is actually cool. For once the University of Sydney is stepping up to the rest of the world. They have been behind, but they even have hired an agency!!
Chomsky – change is tough mate, things will never be the same. Atleast its moving somewhere…a name change may not result in everything changing, just like wearing new clothes wont change the personality but its a start. I’m liking where this is going. I wish my Uni which prides itself on being a leader in media and communication education would do something similar. You must be one of those haters who hates anything that breaks the mould. credit where its due.
Rule no 1. Never defend your own work Cosmo. It’s a blog. People will trash and praise your work. But it’s so obvious when the creator defends their own work. And I wouldn’t be defending this…it’s shit.
Terrible work that will further entrench the entitled attitudes of middle/upper class dickheads.
Yeah Cosmo times change, time to stop looking at yourselves for a bit and look where this world is really heading, and it is not necessarily to your brushed up pretty model business students that will freak out when shit gets really tough round here. This individualistic, self centered obsessive, corporate bullshit doesn’t help no student of sydney uni to grasp reality, but it is a perfect backdrop to the obscene salary of the vice-chancellor and many of his business school buddies that are happy to push costs being reduced on cutting jobs and casualising those that do the real work.