The goal.
Creating a 3-year Strategic Marketing & Operating Plan for India
Meet UOW India.
The University of Wollongong India is part of the global University of Wollongong network, operating in a fast-growing, highly competitive higher education market.
As a new international campus, UOW India needed to establish credibility, accelerate enrolment growth, and build a marketing and operating model capable of scaling sustainably over time, across teams, partners and channels.
The approach.
Market & Brand Strategy: 3-year vision, positioning, value proposition and proof points.
Audience & Journey Design: priority segments, personae and decision journeys.
Content Strategy & Creative Direction: defining narrative, themes, creative concepts and production brief
Editorial & Activation Planning: editorial calendar and channel orchestration.
Demand & Channel Strategy: channel mix, content distribution, media blocking and cadence across brand, performance and enrolment.
KPI Framework: Clear metrics and 3-year targets defined across all marketing and enrolment activity.
Operating Model Design: agency briefing, execution alignment and go-to-market.
The challenge.
UOW India was entering a complex market with high expectations from students, parents and internal stakeholders.
The challenge was building a coherent system that could align brand, recruitment, marketing execution and internal capability over the long term.
Key challenges included:
• Establishing a clear, differentiated market position
• Moving from short-term campaigns to long-term growth planning (3 years)
• Creating execution ownership across agency ecosystem.
Progress & Next steps.
Strategic Direction & Alignment – Delivering a 3-year strategic marketing and growth roadmap, presented at board level and adopted across leadership and teams to establish clear priorities and sequencing.
Execution System & Agency Alignment – Developing production, media and channel briefs, and aligning PR, social and media agencies through working sessions to define execution and ways of working.
Go-to-Market Activation [We are here] – Activating content production, finalising media plans and launching coordinated campaigns into market.