Unisa 2020 Registration
Campaign
Case Study.

Background

The University of South Africa (Unisa) will embark on an external advertising campaign to promote undersubscribed or prioritised qualifications to specific market segments. To achieve the above, the Department: Institutional Advancement (DIA) wishes to implement an effective and creative campaign plan. The purpose of the plan is to promote and elevate focus areas in order to reach the right audience. Besides the fact that studying at Unisa is reasonably affordable, what other draw cards do we have for the targeted qualifications? This messaging is a very important part of the brief. This will assist in enhancing the organization’s image and ensure that we attract increased numbers of students matched to the undersubscribed or prioritised qualifications.

Challenge

How do we get prospective students to choose UNISA as the destination of choice for studies with key focus on the undersubscribed course.

Marketing Tactics

Social Media (Facebook, Twitter,Intagram, Youtube)
Online Display ads (News24, etc)
Point of Sale
Outdoor
Taxi Advertising
Print
Trade Apparel

Big Idea

In order to make an impact in such a cluttered world, one must have the mind-set to DISRUPT. UNISA must speak the language of the people. We are living in an age where information travels at the speed of light. Our campaign is in anticipation of what people have not thought about yet, but will inevitably think of: the promise of the year 2020. As the next year approaches, it is important for UNISA to lead this conversation. UNISA has the opportunity to plant a seed in the minds of the consumer by being proactive and building a narrative that is guaranteed to catch on and trend. A strong campaign line is a sign of a strong campaign: #Unisa20Plenty