Australian Students And Brand Loyalty: The Complicated Relationship

Australian Students And Brand Loyalty: The Complicated Relationship
SHARE
THIS



While the vast majority of today’s students certainly affirm the belief that brands today will have to work harder to earn their loyalty and purchase, new insights demonstrate that just under one-third feel that they are brand loyal to brands that their parents, older students, or inspiring people promote.

The Footnotes, Australia’s career and study publication, have released insights demonstrating that while only 15 per cent of female year 12 students know what they want to do in terms of career or study after school, 29 per cent already know which institution they would like to attend.

This disconnection between specific course intention, and tertiary supplier intention demonstrates that a number of students will be picking where they study, before they pick what they’ll study; a decision that surveyed students say is reflective of advice from their parents, older students, professionals or even, from television or movies.

The duo behind the publication, Samantha Devlin and Sarah Warmoll, say that the results are a direct response to the misconception in market that ATAR scores are reflective of a course’s prestige.

Devlin said, “Students are told by their parents or friends not to ‘waste their ATAR’ but simply, there could not be worse advice.

The national attrition rate for bachelor students is the highest it has been since 2005, with just over one in five students dropping out within their first year of study”.

Devlin attributes this largely, “to the lack of understanding between university courses and career industries, rather students decide based on aspirations that are driven via marketing campaigns and perceptions of prestige that flood the market”.

The Footnotes, a career and study platform that is already used by close to 50,000 Australian female students a month, masters the synergy between branded content, social media and the tertiary brands themselves to create meaningful student engagements.

The Footnotes business model is about digging deeper into the behaviours of Australian students and marrying the cohesion between brand loyalty, storytelling and their high-involvement purchase decisions.

Warmoll says that they are looking to transform how career and study advice is delivered because “nobody in the market is making the strong connection between career content and tangible study recommendations,” nor in a format that the target market connects to; explaining their ‘online magazine’ branding strategy.

It is not enough for universities to publish stories about their alumni, their courses, or industry trends; prospective students are acutely attune to the bias of owned media, and want to be part of an engaged, authorative community when seeking information.

Please login with linkedin to comment

Hans Smallgoods

Latest News

Sydney Uni & JWT China Connect Human And Machine Learning With Creativity
  • Media
  • Technology

Sydney Uni & JWT China Connect Human And Machine Learning With Creativity

How will the future of work look for creative agencies?  How can technology be applied to the creative process – can it be automated? These are the key questions to be grappled with by University of Sydney academic experts and students in a new partnership with international advertising agency J. Walter Thompson China, in Shanghai. […]

Suncorp Appoints OMD As Master Media Agency
  • Advertising
  • Media

Suncorp Appoints OMD As Master Media Agency

OMD Australia has been appointed Suncorp’s Master Media Agency to manage the media planning and buying for the group’s network of brands including Suncorp, AAMI, GIO and Apia. The appointment of OMD comes after Suncorp confirmed it was reviewing its media account in October, putting incumbent Starcom on notice. It also coincides with the company’s move to a network […]

ABC Unveils Its Content Line-Up For 2019
  • Media

ABC Unveils Its Content Line-Up For 2019

The ABC has put recent management turmoil behind it to unveil its 2019 schedule. Highlights include the return of fan favourites Shaun Micallef’s Mad as Hell, Julia Zemiro’s Home Delivery and Anh’s Brush with Fame. David Anderson, ABC acting managing director, said: “The ABC tells the story of Australia and in 2019 we have many great […]

Seven Ways To Apply Speech Analytics In Marketing
  • Marketing
  • Opinion
  • Technology

Seven Ways To Apply Speech Analytics In Marketing

In this guest post, CEO of Delacon, Michael Center (pictured below), says speech analytics has a myriad of useful applications for any business and here he outlines seven applications to improve your marketing… Speech analytics data collected from calls made by potential new customers allows businesses to drive greater personalisation in the online environment and create […]

Opinion

by B&T Magazine

B&T Magazine
Stockland Tells Aussies To ‘Give A Little Christmas’ Via CX Lavender
  • Advertising
  • Campaigns

Stockland Tells Aussies To ‘Give A Little Christmas’ Via CX Lavender

Stockland has unveiled its 2018 Christmas Campaign, launching across its national social and owned media channels. Titled ‘Give a Little Christmas’ the ad is by creative agency CX Lavender and celebrates the spontaneous, unplanned and unexpected moments that make Christmas special and can bring a community closer. Ben Allen, general manager marketing at Stockland, said: “At Stockland, we believe […]

Harper’s BAZAAR Devotes December Issue To Conservation
  • Media

Harper’s BAZAAR Devotes December Issue To Conservation

The December issue of Harper’s BAZAAR, on sale today, celebrates a unique collaboration between the luxury lifestyle title and Australia’s iconic Taronga Zoo. Fronted by Australian supermodel and mother of two, Gemma Ward, the December issue is devoted to raising awareness to the work Taronga Zoo, and the newly established Taronga Institute of Science and […]

The $400,000 Problem Of Storing Media Assets
  • Media
  • Opinion

The $400,000 Problem Of Storing Media Assets

In this gust post, Collaboro CEO Warwick Boulter (pictured below), says too many marketers aren’t taking care of their very expensive media assets and offers his tips to ensure you safeguard yours… A business’ digital media assets form a significant part of its overall asset portfolio. Maximising the use of these assets and protecting them against loss is […]

Opinion

by B&T Magazine

B&T Magazine