Building reputation of The University for Creative Careers

SCAD Hong Kong
Challenges

Maintaining share of voice

One of the most comprehensive and connected art and design universities in the world, Savannah College of Art and Design (SCAD) was established in Savannah in 1978, offering more than 100 academic degree programs in more than 40 majors across its campuses in Atlanta and Savannah, Georgia; Hong Kong; Lacoste, France; and online via SCAD eLearning. Opened in 2010, SCAD Hong Kong has become the leading university for creative careers  in the region.

Art and design careers are generally not prioritised by local families in Hong Kong. Furthermore as a self-financing university, SCAD Hong Kong is an even higher investment for Hong Kong students. Sinclair has worked closely with SCAD Hong Kong over the past 4 years to develop a strategic campaign that would shift public perceptions and increase positive sentiment, both in Hong Kong and across the Asia Pacific region.

 

Approach

Strategy Shift the conversation away from the cost of the institution, implementing a strategy surrounding thought leadership and student success stories strategy that focused on leveraging SCAD’s international reputation, alumni network and educational resources.

Thought Leadership Organised strategic interviews with SCAD Hong Kong faculty highlighting their vast experience in their respective industries and their ability to teach students from an education stand point as well as share careers advice.

Experience Invited top tier local and regional media to experience works by top students, showcasing the high caliber of education offered. Visits ranged from tours of the campus for a peek at the state of the art technologies and resources available to SCAD students to exclusive access to the annual Fashion Showcase to see first hand the stylish designs by talented SCAD students.

Outcomes
+168
top tier media at SCAD activities
+2358
stories in print, online and broadcast media platforms
+8.61 billion
through regional publications
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