Case study : using customer insights to reposition Western Sydney University

Western Sydney University is considered a 'young' university, having been established in 1989. It is globally renowned for its excellence in teaching and research. However, only a decade ago, its local identity was proving a challenge. It was then called the 'University of Western Sydney', and research showed that parents and prospective students could not really define what the university stood for, nor did they consider it their first choice. In 2015, the marketing team set out to challenge these perceptions of the university and undertook a bold rebranding campaign. It was an unprecedented success" deeply founded on consumer insights.