The goal.
Creating a market presence from zero.
Meet UOW Riyadh.
This project supports the market entry of University of Wollongong into Saudi Arabia, pending licence approval.
The ambition is significant: establishing the first Australian university in the Kingdom, and one of the first international universities to build a long-term presence locally.
The work goes beyond marketing, covering brand, future campus, local teams, partners and the systems required to launch and scale.
The approach.
Market Entry & Brand Foundations: positioning, narrative and proof points for Saudi Arabia
Audience, Journey & Experience Design: students, parents and key stakeholders
Content, Editorial & Channel System: launch narratives, formats and distribution logic
Demand & Growth Architecture: channel mix, media structure and enrolment pathways
Digital & CRM Foundations: Website structure, content and copy , with CRM setup and automated lead nurturing flows.
KPI & Measurement Framework: all metrics and targets defined over multiple years
Operating Model & Capability Build: local team structure and hiring, agency selection and onboarding and go-to-market alignment.
The challenge.
The entry into Saudi Arabia required decisions to be made without local precedent or existing operational structures.
Positioning, audiences, content, channels and governance needed to be defined upfront, alongside the creation of an ecosystem of local and global partners - including PR, social and media agencies - able to operate in a coordinated way from day one.
With no local track record at launch, alumni and global reputation had to be mobilised as the primary sources of credibility and proof, both locally and internationally.
Progress & Next steps.
Market Design & Foundations [In progress] – Market entry strategy, brand positioning, operating model, KPI framework and core digital foundation to establish a credible, launch-ready presence from zero.
Ecosystem & Capability Build [In progress] – Local team structure design, PR, social and media partners identification, and ways of working established across global and local stakeholders.
Go-to-Market Readiness – Content systems, launch narratives and channel activation prepared, ready to deploy once regulatory approval is confirmed.