Launches and Innovation
Launching New Initiatives in International Marketing and Student Recruitment
Although you can work with Jackfruit Marketing on individual projects, for richer results and particularly when it comes to seeing a new initiative move from launch to a growth phase, we normally advise you on an ongoing basis.
As your consultant, we're available for you around the clock to guide you at every step of the way, strengthening your institution or organisation from within and providing you with an unbiased, dedicated resource for your marketing, communications, recruitment and growth strategies.
Creating a New Brand or Refreshing Your Current Brand
We’ve helped launch and refresh a variety of brands in the international education industry. Building or refining a brand is more than just logos, colours and typefaces, although that’s often an easy place to start.
If you’re creating a brand from scratch, then you have an endless array of choices for your visual identity. Before writing a project brief for our designers, we’ll work with you to ensure your new look will fit your strategic goals and vision.
Existing brands have different brand challenges, such as:
- Maintaining consistency across various branded products or services, particularly when introducing new ones or aligning them under one overarching brand identity.
- Ensuring your brand conveys emotion and projects your company values.
- Keeping a brand story alive in rapidly changing environments or when collaborating with third parties such as student recruitment agencies.
- Differentiating your brand in a crowded marketplace.
From a small brand uplift or modernisation to a complete brand overhaul, Jackfruit Marketing can create your new logo, new slogan, campaigns and full suite of marketing materials across multiple channels.
Going beyond the physical look-and-feel of a brand, we’ll evaluate your brand positioning in current or prospective markets, and we’ll explore ways to dial up your Unique Selling Points (USPs) via strong brand messages or engaging brand experiences.
In addition, we are experts in harnessing the power of storytelling in branding, and we’ll establish several story themes that will resonate with your audience while also being true to your brand's values and positioning.
Tip!
To create or enhance your brand story, check out our highly popular masterclass, which can be delivered either face to face or remotely:
What’s Your Story? How to Activate Storytelling in Your Marketing and Brand Strategies.
Building or Relaunching Your Website
In today’s digital world, your website is the most powerful marketing tool you have, and its effectiveness is directly linked to increased student enrolments or sales.
Over the years, Jackfruit Marketing has helped several brands launch or relaunch their websites, working from initial concepts straight through to launch.
Web Strategy
This is a two-part process that looks at your digital strategies from both the inside and out:
- Dig Deep - We begin by exploring how well your current site is performing, identifying areas of strength as well as those needing improvement.
- Bird's Eye View - We take a big picture, lateral view to ensure that your web strategy is integrated into every other aspect of your marketing. During this research phase, we also work with you to enable you to think bigger and imagine new possibilities for your site, from its appearance to its functionality.
Wireframes and Design
When (re)designing your site, we place a high priority on user experience (UX) and user pathways through the site that will generate more engagement and more leads.
We'll produce wireframes per page, conduct process mapping, outline technical requirements and incorporate a new look and feel to elevate your brand.
We can work with your own set of designers, or tap into our associate network and get creative input from one of the designers we've worked with on previous projects.
Brand Story and Content Writing
With added functionality and a fresh new look, your web copy will need a boost too. In most cases, we've completely re-written content for our clients in order to inject more brand power or personality, to utilise clearer language and aid usability, or to ramp up the effectiveness of keywords and search strategies.
Development and Testing
We can work with your internal web developers or rely on our partner web company to execute front and back end development work.
Search Engine Optimisation
We'll plan and execute both on-page and off-page SEO strategies including keyword research and monitoring.
Outstanding ROI
Within days of relaunching, we've seen our client's sites achieve immediate boosts in brand value and leads, with results further increasing incrementally over time.
- Volume of page views doubled
- Time on site doubled
- Number of page visits per visitor doubled
Event Launches
We’re always eager to develop new initiatives with our clients and partners, especially those that foster dialogues and knowledge sharing. One recent example is the brand new BMI Global Scholarship Symposium, which we ran in partnership with international education services company BMI for the first time in 2020 and will run again in 2022.
As the event partner, Jackfruit Marketing’s founder Jackie Kassteen serves as the Symposium Director and will produce the 2022 programme, consisting of interactive sessions designed to encourage attendees to learn from their peers and share best practices between institutions and funding bodies.
Universities, scholarship organisations, and funding agencies from around the world will come together in London for interactive sessions dedicated to learning and mutual exchange of information to facilitate partnerships which support fully-funded or government-sponsored students.
Attendees will have the opportunity to compare and contrast their programmes’ performance, selection process and structure. Meanwhile, to encourage dialogue amongst universities, the 2022 BMI Global Scholarship Symposium programme will also consist of break out sessions to teach institutions how to conquer the complexities they might face when working with scholarship and funding organisations. Topics will also cater for those who are new to the scholarship landscape and may need guidance on relationship building with funding agencies or internal process management within their institutions.
As quoted in the event press release, Jackie explained, “What makes the Symposium so valuable is that we’re the only event out there that gives universities this knowledge and helps them build expertise in an area of our industry which is incredibly important for both an institution’s enrolment as well as for increasing students’ access to a top quality educational experience abroad.”
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