• Charles Sturt wins national marketing award for its 2019 brand revitalisation
• The Australian Marketing Institute recently announced the winners for the 2020 AMI Awards for Marketing Excellence in an online ceremony
• Charles Sturt was the national winner for ‘Brand Revitalisation’ category

Charles Sturt University has won a national marketing award for brand revitalisation from the Australian Marketing Institute (AMI).

The winners of the 2020 AMI Awards for Marketing Excellence were announced recently for 18 campaign categories and eight special awards, including Brand Revitalisation, Content Marketing, Event or Brand Experience, Social Change Marketing, Public Sector Marketing, Certified Practicing Marketer of the Year, and Marketing Agency of the Year.

Charles Sturt was named as the national winner for Brand Revitalisation, recognising the demonstrated improved brand equity resulting from the process of revitalisation.

Since the revitalisation, in less than 12 months Charles Sturt’s first preferences rose more than 11 per cent, and declining student load reversed.

The University embarked on a brand revitalisation ‘Creating a World Worth Living In’ with brand agency Houston Group as part of the University’s 2022 strategy.

The Division of Marketing and Communication worked with the Houston Group to articulate the voice, identity and reputation to future-proof the brand for success.

Charles Sturt Deputy Vice-Chancellor (Students) Ms Jenny Roberts (pictured) said the brand revitalisation was an emotive and collective journey for the University, and she was honoured the University received this national recognition.

“While the project certainly delivered on our mission to reverse declining student load and address weak brand recognition, it has given the staff, students and our communities so much more,” she said.

“We are honoured to receive national recognition for bringing to life the ethos of Charles Sturt University, and we’re reminded what a privilege it is to work to support the aspirations of our students who, through their studies, research, careers and passions, are creating a world worth living in.”

Charles Sturt Chief Marketing Officer Mr Shawn Walker said the brand revitalisation is already seeing results through student preferences and increased student load.

“Our brand revitalisation was an opportunity to uncover and champion all the wonderful benefits of Charles Sturt University as a leading provider of higher education in Australia,” he said.

“I’m proud of this national marketing award that recognises not only all the effort that has gone into bringing our ethos to life, but the results that have been realised.

“Since the revitalisation, our first preferences are up more than 11 per cent and we’ve seen our declining student load turn around, all in less than 12 months.”