Client: Nuova Accademia di Bella Arti

Date: 2013-2014

The Brief

Increasing challenges within the domestic and global market led to a significant drop in applications for many key competitors in international Art & Design higher education. With Italy’s economic and political instability, there was a question mark around the continued strength of the Italian brand within the sector. The team was looking for new ways to enhance their existing international marketing and student recruitment opportunities and counteract the decreasing enrolment numbers for the international student body.

The Strategy

Following an in depth audit of current performance, we worked to create a re-positioning of the NABA brand to strengthen the essence of the Italian Brand and its position in the market. We also focused on unlocking internal advocacy through brand championing across the Institution. We identified and mapped the new brand positioning and tailored the communication messaging to support this. We also focused on employee engagement and the performance of the recruitment team in particular; through professional development, clear briefing, workshops and training.

The Results

The partnership with KBJ Consultancy ensured the team worked to drive their new brand positioning internally and externally in the market. It also drove the focus on enhancing their current conversion efforts. Following the work that was done, international enrolment increased by 7% in 2014 and a further 24% in 2015 and this helped to set the foundations for a further 23% growth in 2015. We were also able to use the increased performance focus to decrease Cost Per Enrolment (CPE) by 10% annually.