Marketing positioning
Positioning as an Australian university
The University of South Australia is an Australian university and shares in the positioning of Australia as an education destination. Australian Education International (AEI) has adopted the following statement as defining the brand positioning of Australian education on the world stage.1
"A place that offers new, exciting challenges every day, both in my studies and in my personal life; where I am free to make my own decisions, have fun when I want to and be recognised for my achievements at all levels." 2
While Australia enjoys the perception of "challenge" and "status", it is most clearly associated with the attribute of "freedom". Australia’s unique identifier is "freedom". Freedom is an attribute that is sought after and attractive to the majority of Australia’s target markets. The attributes "challenge" and "status" are positions most clearly held by held by the USA, with the UK holding the position of "control".3
Positioning of the University of South Australia
Within the Australian education environment the University of South Australia has its own unique positioning. This is because not all Australian universities are the same. Australian universities can be categorised by a number of different criteria or attributes.
The “technology universities” are those that share a heritage of working with industry. UniSA is a member of the Australian Technology Network (ATN) – the network of the five technology universities in Australia.
UniSA is well positioned as a technology university within the Australian education market.
UniSA’s Experience. The Difference. slogan reflects its positioning as an industry-linked university. Experience. The Difference. is explained here (please note this link will open in a new browser window).
Key Messages about University of South Australia
The University aims to present itself in a consistent manner to its prospective student audiences. This is accomplished by highlighting the key attributes that are unique to the University. These attributes are backed by fact, reflected in people’s experience and integral to the University’s mission and character.
The following links provide a list of appropriate key words and key statements for describing UniSA (please note these links will open in a new browser window):
Keys facts about UniSA and South Australia
The following links will provide you with information on studying at UniSA and living in Adelaide and regional South Australia (please note these links will open in a new browser window):
2 AEI, Brand Positioning Segmentation and Sector Positioning and Communication Frameworks, P 3
3 Challenge – an education seen as providing challenge, Status – an education perceived as prestigious, Control – an education well ordered and traditional, Freedom – an education offering flexibility and choice where I can express myself without constraint