Case Study / UNSW’s Messaging Matrix

UNSW streamlines its content strategy with a detailed messaging matrix

Share

UNSW is a global top 20 university, known for its growing research and innovative academic programs. Working across six faculties, three cohorts and multiple campuses, the Future Student Recruitment (FSR) team needed a comprehensive messaging strategy to bring consistency and cohesion to their marketing activity.

Brand building Copywriting

A single source of truth for a complex brand

We crafted a messaging matrix that would articulate the university’s unique value proposition and resonate with future students.

This initiative was essential to ensure consistency in messaging, strengthen the brand voice and enhance engagement with prospective students. It would also serve as a key tool to streamline content creation in-house and empower the FSR team to write and speak to prospects consistently.

With multiple faculties, schools and cohorts at UNSW, existing messaging was fragmented, with no single source of truth. At the time, the university was also undergoing a larger brand messaging evolution which would need to be considered throughout the process.

The project would require a thorough audit of existing messaging and materials, a deep understanding of UNSW’s brand voice and coordination with over a dozen stakeholders.

The Messaging Matrix isn’t just a document created to gather virtual dust. We’ve created a governance and maintenance process to ensure its relevance and currency.

Our collaborative, iterative approach

Building on our long-term partnership with UNSW, we were already familiar with the brand’s tone of voice, key messages and proof points.

The challenge lay in consolidating this knowledge into a single document. We conducted extensive stakeholder interviews across faculties, cohorts and the FSR team to gather our inputs. This iterative process ensured that the final messaging matrix was comprehensive, accurate and reflective of UNSW’s diverse offerings.

We delivered a comprehensive messaging strategy for each faculty and cohort across UNSW, tailored for an audience of prospective students. And it’s not just a document created to gather virtual dust. We’ve created a governance and maintenance process to ensure its relevance and currency, as well as training sessions to help the team leverage this strategic document.

The Messaging Matrix is built-for-purpose to save time and effort in creating and reviewing content, and ensure consistency and potency of communications for potential students.