International Brand Master Finalists
Thank you to all of those who voted and those that provided nominations for the International Brand Master 2009. Also, congratulations to those who were nominated. The three finalists were: Andrew Careaga, Catherine Scruggs, and Jenny Beckman-Wong (in no particular order).
Ultimately, Andrew Careaga was chosen as the International
Brand Master 2009. Visit the Brand Manager's Notebook to
learn more about the month-long process to find
the International Brand Master 2009 and why Andrew
was chosen. Also, you can still review the materials
the finalists provided below.
The International Brand Master 2009
International Brand Master 2009 Runners-Up
Catherine “Punky” Scruggs
Manager of Brand Strategy and Creative Services
Strayer
University (United States)
If it has the Strayer University name on it, Punky
has overseen the strategic, creative, copy and
design elements; and during her 12-year tenure,
much has changed. Since joining Strayer University
as a graphic artist, she has created and executed
brand strategies that encompassed Strayer’s rebranding
effort when Strayer College became Strayer University,
when Strayer’s online program unfolded, creating
a global presence and branding support, and later
as a new executive management team restructured
Strayer’s internal and external organization.
Punky is responsible for defining the image of
this fast-growing for-profit educational institution
to prospective students, current students and alumni.
In 1997, the school had nine campus locations in
a single media market. Today, with an aggressive
growth strategy, the University boasts 67 campuses
in 32 markets and counting. Punky has managed Strayer
University's extreme growth with energy, enthusiasm
and a level of institutional knowledge and unique
creativity that allow Strayer to evolve without
straying from its core brand or academic mission.
Punky manages her six-person Creative Services
team to create award winning advertising
(http://www.youtube.com/strayeruniv)
and promotional materials (http://www.strayer.edu/onlineviewbook).
Punky has also defined the campus interior design
package to convey the Strayer brand as soon as
a prospective student walks in the door.
Jenny Beckman-Wong
Director, University Marketing
RMIT
University (Australia)
For a number of years, RMIT University's market
position had been at number three out of the universities
currently operating in Melbourne, Australia and
had lost market share in commencing undergraduate
students for three consecutive years (2006 – 2008).
As the largest dual sector university in Australia, RMIT University has always occupied a unique position in the Australian education landscape. In an increasingly competitive tertiary education market, the difficulty for RMIT lay in its ability to clearly articulate its brand positioning in the market place.
In 2008, RMIT University commenced a brand project because it acknowledged that brand investment is the sustainable differential advantage. A new strategic framework articulated the RMIT brand value proposition that was implemented through a brand campaign launched in September 2008.
By strategically positioning the University through a robust brand strategy, RMIT University achieved a significant increase of first preferences in commencing undergraduate students and in TAFE (16.8% and 22.1% respectively) in 2009. RMIT was second in the region in first preferences for higher education and first for TAFE.
Brand strategy implemented within 8 months and RMIT moved from third to second in regional first preferences. MID YR Intake 2009 - 43% increase in mid yr applications. 41% in phone enquiries, 40% in counter enquiries.
Social Media accolades: http://onlinemarketingbanter.com/australian-businesses-and-brands-on-twitter/
First Australian University to invest in brand TVC: http://www.youtube.com/watch?v=UEuM-Zx5xJA
Creative file:
http://www.rmit.edu.au/id/internationalbrandmaster