Further Insight helped University of South Australia understand potential performance of campaign creative(s) in improving its market position..
The problem
University of South Australia is a major University in Australia and a top choice for potential students in (South) Australia. Its brand health was strong, however improvements in its position were desired. Campaign concepts were designed to follow its previous successful marketing campaign UNSTOPPABLE. The University wanted to understand likely performance of the campaign.
The solution
Further Insight designed a quantitative concept testing survey, which was distributed to the University’s key target audiences in South Australia and nationally, across key segments. The survey measured the expected success of the concepts, benchmarked against key competitor campaigns. Further Insight provided a comprehensive report with recommendations, and presentation of the results.
The result
The report outlined the potential impact of the concepts on the University's brand health as well as business performance. Results were benchmarked against the Further Insight campaign performance benchmark, as well as as against campaigns of the University's key competitors. The research provided UniSA with detailed insights into the potential performance of each concept, understanding of performance of individual concepts among target segments, and clear recommendations on how to further optimise the concepts before launch.