Te Wānanga o Raukawa Rebrand and Strategic Marketing Project

Client: Te Rūnanga o Ngāti Awa
Services: Integrated Marketing Strategy Development and Delivery
Year: 2011-12
Brief: Design, develop and execute a comprehensive brand, marketing and communications strategy to build brand awareness and increase enrolments.
Contributors:  Project Lead – William Stewart; Research & Data Specialist: Duncan Macintosh (Key Research); Communications Advisor – Karla Akuhata (Mauriora) 

Te Wānanga o Raukawa entrusted us with an ambitious project aimed at making transformational change to the way they approached marketing and promotion. Our journey began with an extensive research investigation to help the wānanga better understand its existing – and potential – customer base Armed with these insights, we meticulously segmented the market and created personas for each distinct segment.

Our comprehensive three-year marketing strategy was expertly crafted, guiding the Wānanga in attracting and engaging the target audience segments and converting them into enrolled students. Central to our approach was the development of a fresh brand strategy, complete with a revitalized visual identity. By highlighting the unique aspects that set Te Wānanga o Raukawa apart from competitors, our brand strategy amplified the institution’s value proposition in-market.

However, our true challenge lay in aligning the marketing and promotions program with the mātāpono (guiding principles) of the Wānanga, deeply rooted in tikanga and kaupapa Māori. Recognizing the value of whakaiti (humility) as a key principle, blatant self-promotion was not an option. Instead, we worked closely with the Wānanga to craft a solution that achieved their desired outcomes while remaining unwaiveringly  faithful to the principles embedded within the organization.