Swinburne University

Profile building and media relations

The Australian Graduate School of Entrepreneurship is one of the most experienced graduate schools in Australia and the Asia-Pacific region and offers a fresh approach to business, leadership and management education, with a specific focus on innovation and entrepreneurship. The school needed to raise its profile with the business and wider community.

 

Solution

 

Mendleson Communication developed an integrated marketing and profile building strategy, which included media relations, sponsorships, speaking engagements, events, internal communications, and marketing collateral.

We also developed a creative media relations strategy that aimed to promote the organisation as a thought leader in innovation and entrepreneurship with a strong reputation in business education and management. We also developed an internal communications strategy to help the organisation create and live its identity.

 

Results

 

Regular national media coverage was achieved across a variety of business and trade media, firmly establishing the school’s professors as experts and thought leaders in their fields. The school’s spokespeople were regularly contacted by journalists for their opinion and featured as experts on business issues and entrepreneurship. We also:

  • leveraged speaking engagements for key industry events, creating additional exposure and taking the organisation’s expertise to a wider audience
  • improved marketing collateral such as brochures, website, presentations and speeches
  • developed a effective range of internal communications tactics and events that imparted the school’s identity, vision and values, changed people’s experience of the school, and raised the profile of the school within the university itself.