After a successful activation at Canberra Centre in late 2018, the University of Canberra (UC) returned in 2019 in hopes of achieving a similar uplift in enrolments for various undergraduate and postgraduate programs.
This time the Brand iQ team recommended combining a casual mall lease with a media package that would both alert more visitors to the activation and generate additional metrics to inform future marketing efforts. Advertising formats included atrium banners, on-ground digital display units and wayfinder visuals.
As a result of the carefully positioned and promoted pop-up, university staff reported a strong level of engagement with prospective students and a more diverse pool of enquiries than typically received through UC-owned channels.
The university plans to make the student recruitment activation an annual fixture.