Nuova Accademia di Bella Arti, Milan Italy

Brief

Increasing challenges within the domestic and global market led to a significant drop in applications for many key university 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 sought new ways to enhance existing international marketing and student recruitment opportunities and counteract the decreasing enrolment numbers.

Detail

Following a deep audit of current performance, we worked to reposition the NABA brand. We identified and mapped the new brand positioning and tailored the supporting communication messaging. We unlocked advocacy through brand championing. Another focus was on employee engagement and the performance of the recruitment team in particular, via professional development, clear briefing, workshops and training.

Results

We supported the team to drive the new brand positioning internally and externally, and to focus on conversion efforts. International enrolment increased by 7% in 2014 and a further 24% in 2015 and this helped enable a further 23% growth in 2016. Cost Per Enrolment (CPE) fell by 10% annually.