The 2009 International Brand Master Award selection process proved to be a difficult one, with two additional finalists who demonstrated impressive achievements in their own right. We offer our sincere congratulations to both of the finalists below for their outstanding work, exceptional achievements, and professionalism: Runner-up Jenny Beckman-Wong from RMIT University in Melbourne Australia, and Catherine “Punky” Scruggs from Strayer University in the United States.
Jenny Beckman-Wong
Director of University Marketing, RMIT University (Australia)
For a number of years, RMIT University’s market position had been at number three out of the universities in Melbourne. It had lost market share in beginning undergraduate students for three consecutive years (2006 – 2008). In an increasingly competitive educational market, the difficulty for RMIT lay in its ability to clearly articulate its brand positioning in the marketplace. In 2008, RMIT commenced a brand project, articulating a new brand value proposition that was implemented through a campaign launched in September of that year. By strategically positioning the University through a robust brand strategy, RMIT University achieved a significant increase of first preferences in new undergraduate students and TAFE (vocational) students (16.8% and 22.1% respectively). In 2009. RMIT was second in the region in first preferences for higher education and first for TAFE. The brand strategy was implemented within eight months. RMIT showed a 43% increase in mid-year applications in 2009.
Catherine “Punky” Scruggs
Manager of Brand Strategy and Creative Services, Strayer University
If it has the Strayer University name on it, Punky has overseen the strategic, creative, copy and design elements. Since joining Strayer University as a graphic artist, she has created and executed brand strategies that encompassed Strayer’s rebranding effort when Strayer College became Strayer University, when Strayer’s online program unfolded, creating a global presence and branding support, and later as a new executive management team restructured Strayer’s internal and external organization. In 1997, the school had nine campus locations in a single media market. Today, with an aggressive growth strategy, the University boasts 67 campuses in 32 markets and counting. Punky has managed this growth with energy, enthusiasm and a level of institutional knowledge and creativity that allow Strayer to evolve without straying from its core brand or academic mission.
