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23 June 2014

Study Cluster Workshop Marketing and Promotion. 23 June 2014. State Branding. Study Queensland Increasing awareness Builds brand recognition Supports regional and institutional marketing activities overseas Eg Study Queensland zone/presence at student recruitment fairs.

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23 June 2014

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  1. Study Cluster Workshop Marketing and Promotion 23 June 2014

  2. State Branding • Study Queensland • Increasing awareness • Builds brand recognition • Supports regional and institutional marketing activities overseas • Eg Study Queensland zone/presence at student recruitment fairs

  3. State-Wide Branding • Branding at the national, state, regional and city levels • Other state approaches – eg • Study Melbourne • Study Adelaide • Perth Education City • Study NSW

  4. State-Wide Branding • Questions for everyone • Coordination of state-wide branding - is this necessary? • How would we do this – and sustain it? • What are the benefits?

  5. Marketing Collateral • Traditional • Brochures & banners • Digital • Website www.studyqueensland.qld.edu.au/ • Twitter twitter.com/studyqld • Facebook www.facebook.com/queenslandgapyear • Linkedin www.linkedin.com/company/study-queensland • You Tube www.youtube.com/user/StudyinQueensland • Campaigns • Ultimate Gap Year Queensland Australia

  6. Ultimate Gap Year • Social media – key marketing platform for campaign. • Entrants ‘liked’ competition Facebook page • Entrants submitted a video on how they would promote and blog about Queensland, and how a gap year would benefit their career • Entrants needed to gain 100 ‘votes’ to be eligible • Shortlisted entrants provide resume and attend interview (interviews are this week)

  7. Ultimate Gap Year • Five winners – Brazil, Colombia, Taiwan, Korea, Japan • 37 sponsors – Queensland and overseas • Prize –return flights, accommodation (1 year), 4-10 months tuition, 6 month professional internship, $5,000 stipend • Title of ‘Queensland’s International Student Ambassadors’

  8. Value Proposition • Student buying decision →Country → State → Region → City → Institution → Course? • How to define a value proposition for each region? • How to sell message in local communities?

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