This document outlines a marketing campaign to rebrand QIBT as Griffith College. The campaign will use an integrated marketing communications approach across various media channels. It aims to position QIBT/Griffith College as Queensland's flagship pathway provider for entry into Griffith University studies. The campaign goals are to increase brand awareness and recognition of QIBT/Griffith College as the preferred option for entry into second year of Griffith University degrees.

1. qibt
IMC Campaign
a deliberate rebrand of QIBT to Griffith College

2. Table of Contents
PART ONE: THE BRIEF
PART TWO: CREATIVE STRATEGY
PART THREE: MEDIA STRATEGY
PART FOUR: CAMPAIGN EVALUATION
SINGLE MINDED PROPOSITION

3. SummaryPART ONE: THE BRIEF
Who are we and what do we offer?
Where can you find us?
What is the rationale for the campaign?
What our main objective?

4. Part One
Background
Brief Summary of Situation Analysis

5. 1. Introduction
QLDs flagship pathway provider in higher
education offering students direct entry
into second year Griffith University studies.
17 year partnership and further fostering
collaboration with Griffith University. Now
offering 12 programs (both foundation and
undergraduate) across two campuses.
Member of the Navitas Group and
strategies in place to soon rebrand the
institute to Griffith College 2016

6. QIBT Pathway Model
Students study equivalent of 1st year
courses, then progress to second
year Griffith University degree.
Supportive delivery model with
smaller classes, more contact hours,
and offering free bridging courses.
Three intake periods a year to fast
track your studies into Griffith
University.

7. QIBT
So close to Griffith Uni, you're already there

8. A Part of The Navitas Group
Partnered with government universities to deliver education to
over 80,000 students through more than 100 colleges in 27
countries. Now the largest university pathway provider in Australia.

9. Navitas University Partners

10. Griffith is ranked in the
global universities top 5%.
Over 42,000 students from
130 countries.
Five campus locations and
over 600 programs.
Now Australia's fastest
growing university precinct.

11. 3 out of 10 Queensland High School
graduates chose Griffith University as
one of their preferred options in 2014.
Source: QTAC data 2015
Market Research

12. 2. Rationale
A corporate rebranding strategy has been
prescribed with Griffith College launch date
set for 2016.
Major economic growth anticipated before
the 2018 Commonwealth Games on the
Gold Coast ($2 billion funding).
An IMC campaign will be implemented
to strategically re-position QIBT with the
Griffith University brand.

13. 2018 Commonwealth Games
Gold Coast will be hosting one of the biggest international multi-
sporting events in the world with over 11 days of competition, 6500
athletes and officials from 71 countries participating in over 17 sports.
The GC2018 will prescribe a $2 billion redevelopment surrounding
Griffith University with the completion of the Light Rail, University
Hospital, and Accommodation Village for the athletes.

14. 3. Scope
Focusing on business core strengths as the
preferred university pathway option for
second year entry into Griffith University.
To realign QIBT in strong association with
the Griffith University brand in preparation
for the 2016 Griffith College launch.
Use of creative media with a strategic
omnichannel approach to help rebrand
QIBT with the Griffith brand (web, mobile
app, catalogs, social media, POPs).

15. InspirePART TWO: THE CREATIVE STRATEGY
Who are our target audience?
What is the advertising message?
How will the message be transpired?
What will we communicate?

16. Part Two
Creative Strategy
Delivering an authentic Brand Story

17. 1. Segmentation
Both onshore international and domestic
student groups 18 years and over.
The tertiary market can be divided into two
groups 'attainable' and 'aspirational'. QIBT
targets the latter aspirational segment.
A deliberate STP approach will be used to
act QIBT as the 'enabler' brand and the
preferred pathway into Griffith University.

18. QIBT Target
audience
Gen X (2%)
Gen Z (46%)Gen Y (52%)
Aspirational

19. 2. Memorandum
By using a USP strategy and leveraging
the Griffith brand, QIBT will represent a
more meaningful and distinct consumer
benefit .
The symbolic and experiential perception
of being a 'Griffith College' will help
develop brand image, resonance, identity.
QLDs flagship pathway brand focus, with
direct entry into second year
Griffith University studies.

20. YOUR DIRECT ENTRY INTO GRIFFITH UNI
QIBT SO CLOSE TO GRIFFITH UNI, YOU'RE ALREADY THERE

21. 3. approach
The core message will educate recent high
school graduates or leavers and mature
age students of the QIBT pathway option.
Consumers will be reminded of the new
business focus and rebranding approach
Griffith College launch.
QIBT will deliver a packaged offer (COE) for
students progressing into relevant Griffith
University second year bachelor programs.

22. I N V E S T I N G E F F O R T S F O R
T H E B R I G H T E R F U T U R E
QIBT17 YEAR PARTNERSHIP WITH GRIFFITH UNIVERSITY

23. 4. Mission
Creative intentions for the campaign will
focus on emotional rather than a rational
appeal to create 'talk value'.
The mixture of creativity and informative
data will develop a strategic approach to
advertising through omnichannel mediums.
The digital outlay will enforce the position
of QIBT as the preferred pathway and
encourage students to keep sight of
educational aspirations.

24. 2016G R I F F I T H C O L L E G E
What do we offer?
Gain direct entry into second year
Griffith University
Why choose us? Where are we?
Alternative pathway option
QIBT diplomas progress
into second year Griffith
courses
QIBT offers education to
international students
Fast track your degree
Smaller class sizes
Excellent study locations
Advance directly into
second year university
studies
Griffith University Gold
Coast campus
Griffith University Mt
Gravatt, Brisbane campus

25. EngagePART THREE: MEDIA STRATEGY
What are our audience characteristics?
Which creative channels will we use?
How far is our reach and frequency?
What are the creative requirements?

26. Part Three
M e d i a S t r a t e g y
e x p l o r i n g o m n i c h a n n e l m a r k e t i n g

27. 1. Association
The target audience characteristics aspire
to pursue studies at Griffith University
across the relevant programs.
QIBT will strongly target this segment
(aspirational) and associate itself with the
already established Griffith brand.
A key focus on re-aligning the corporate
brand will be explored with the launch of
Griffth College in 2016.

28. G r i f f i t h C o l l e g e
B e a p a r t o f Q L D s # 1 P a t h w a y p r o v i d e r
k n o w m o r e , d o m o r e

29. 2. selection
An omnichannel marketing approach will be
explored covering a wide range of new and
existing media channels (web, mobile app,
catalogs, social media, POPs).
New strategies include in-transit billboards
(G:link), and selected digital media with
existing forms of print, broadcast, web, and
packaging will be reformed,
A strong focus on strategic online marketing
will be invested in an attempt to further
consumer engagement and build brand
equity.

30. G r i f f i t h n o w o f f i c i a l p a r t n e r s o f t h e
2 0 1 8 G C C o m m o n w e a l t h G a m e s
h o m e o f G r i f f i t h C o l l e g e

31. 3. schedule
The IMC campaign will follow a six-stage
process with a completion date set for
January 2016.
A re-positioning of the corporate brand will
be closely associated with the Griffith
brand and follow Merrilees six corporate
rebranding principles.
Strong focus on successful IMC campaign
delivery will be invested before the Griffith
College launch.

32. G r i f f i t h n o w o f f i c i a l p a r t n e r s o f t h e
2 0 1 8 G C C o m m o n w e a l t h G a m e s
h o m e o f G r i f f i t h C o l l e g e

33. EmpowerPART FOUR: CAMPAIGN EVALUATION
What media strategies will be evaluated?
How will we measure campaign success?
What is our contingency plan?
Where will we invest our future efforts?

34. Part Four
Campaign Evaluation
Empowering a fostering collaboration

35. 1. Evaluation
A message research strategy will be utilised
to measure the effectiveness of new media
delivery during the IMC campaign (recall,
recognition, and persuasion).
We plan to gauge the consumers behavioral
response among the targeted creative media
with the use of short surveys during the
student recruitment process.
The use of 'bigdata' (Econometrics) will be a
major influence for future marketing initiatives
post IMC completion.

36. G r i f f i t h C o l l e g e
B e a p a r t o f Q L D s # 1 P a t h w a y p r o v i d e r
k n o w m o r e , d o m o r e

37. 2. Measurement
Both formative and summative measures will
be adapted from the Coffman model, to track
the developmental process, outcome and
impact of the IMC campaign.
Digital marketing forms assessed include
press, banner, email, radio, billboards, web,
SEOs, SEMs, POPs and social media.
Advertising awareness (reach and frequency),
recall, and recognition will be the main
indicators in building successful brand equity.

38. SO CLOSE TO
GRIFFITH UNI,
YOU'RE ALREADY
THERE...
#GriffithCollege
DirectentryintosecondyearGriffithUniversity

39. 3. mitigation
The discipline of a well established staged risk
management plan will be incorporated with
the IMC campaign to ensure a successful
outcome.
Key milestones during each risk mitigation
phase and KPIs will measure the progress of
the campaign to prevent possible financial
and reputational consequences.
Internal staff training and key stakeholder
announcements will be made during the
change to Griffith College.

40. Conclusion
Single Minded Proposition
queenslands flagship education provider