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Comprehensive Workshop on State Branding for Effective Marketing and Promotion Strategies

Join us on 23rd June 2014 for an intensive workshop focusing on state-wide branding, marketing collateral, and the Ultimate Gap Year campaign. Learn about building brand recognition, increasing awareness, and coordinating state-wide branding efforts. Explore the value proposition in student buying decisions and discover ways to promote your region internationally.

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Comprehensive Workshop on State Branding for Effective Marketing and Promotion Strategies

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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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