Browsing: Jeanette Paine
For the past few years, Unitec, Special Group and Naked—which has recently closed and been reborn as Open—have tried to bring a bit more chutzpah to the education sector and change the impression of the institution in potential students’ minds, first with the ‘Change Starts Here’ docu-ads and then with the trade-focused follow-up, ‘We Make the People who Make it’. And in a slightly surprising victory, the campaign managed to beat out the big boys for the best in show prize at last night’s Media Awards at the Langham.
Unitec has pushed the educational marketing envelope over the past couple of years with some novel and risky campaigns and helped change the perception of the institute among potential students—and their parents. And Jeanette Paine, the executive director of marketing and communications, was rewarded for her efforts after being named as a finalist in the TVNZ-NZ Marketing marketer of the year award.
Last year’s rather risky ‘Change Starts Here’ docu-ad campaign for Unitec Institute of Technology aimed to address some long-standing misconceptions about the institution among parents and potential students and led to a significant increase in enrolments. And now it is hoping to, ahem, build on that by celebrating the achievements of graduates of its Faculty of Technology and Built Environment with its new campaign, ‘We make the people who make it’.
The final episodes of Unitec’s reality-doco campaign show just how much three students can change in one year. The last installments in Unitec Institute of Technology’s ad campaign which has been following three real life students for the past 12 months go to air nationwide from tonight.
Education is all about aspiration; about the promise of knowledge eventually leading to a better lot for the students and their loved ones. And Special Group’s new ‘Change Starts Here’ brand campaign for the Unitec Institute of Technology aims to tap into that—although in a way not seen before in New Zealand.
Vicky Te Puni