How to transform yourself in a changing environment? 

All universities in New Zealand are faced with significant government led changes to the structure of the tertiary sector. For Victoria this is combined with an ongoing drive to attract the highest quality students. DNA led Victoria through a strategic business branding exercise to define how it should adapt to this changing context and unlock greater competitive differentiation. This exercise validated the organisation's competitive differentiators and allowed a significant review and evolution of the university's brand expression.

The Challenge

Victoria University is a well established, internationally regarded institution with a proud heritage of academic excellence in both teaching and research. Like other tertiary institutions, it is facing significant change in how government funding is allocated. There has been a change in focus from this being allocated for attracting as many students as possible, to attracting a higher quality of student who are more likely to provide an active contribution to the New Zealand economy and society once they have finished their degree.

The challenge was to create a brand strategy that leveraged the historical strengths of Victoria and the attributes likely to appeal to the modern high quality student. This required clear understanding of what's made Victoria respected in the past, plus investigation into what is going to make it relevant and credible in the future. Consequently, a complete business brand solution was required.

The Solution

Research was conducted on Victoria, its stated strategic direction, key strengths and weaknesses, and future ambitions. DNA was then able to propose what the key brand pillars might be going forward. These were presented, debated and agreed with a sub-group of the Senior Management team. The brand pillars were then tested for relevance and accuracy. The key lay in canvassing a wide number of stakeholders so as to bring to light all the relevant perspectives and "customer insights" required. Focus groups were held with staff, prospective students, undergraduates, post-graduates and alumni. This process confirmed the thinking was sound and a brand strategy document was then created and signed off. The next step was identifying what initiatives were required to implement this strategy. Finally work was undertaken on evolving the expression and articulation of the brand.

The Results

The project delivered Victoria a brand framework based on clear and differentiated strategic thinking. The focus now is getting this framework consistently applied and brought to life. A plan has been developed to apply this across the organisation. This includes the production of a Brand Book, processes to enable the consistent application of the brand, and a programme for cultural change. Perhaps the most significant outcome for Victoria is that the brand framework can also be used to guide business planning, the management of its competitive strategy and to help assess key areas of differentiation in context of resource allocation etc. Having gone through this strategic planning exercise Victoria is now better prepared for the changing funding environment and well placed to become a credible and relevant option for the top students of tomorrow.

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