Welcome to the future Study Queensland€¦ · The brand positioning statement. A positioning statement (‘tagline’ or ‘strapline’) is designed to communicate in a simple,

Study Queensland Positioning Framework - Version 1

Welcome to the future with Study Queensland

Section 1

A new era for the brand.

At Study Queensland, we’re proud to fly the flag for this extraordinary state - Australia’s gateway to boundless learning and life experiences for people from every nation.

Now we’re refocusing on what we do best. Being the trusted first port of call for anyone looking to study in Queensland, and enabling our partners - study clusters, universities, education and training providers, and tourism bodies - to access a wealth of support and resources to help them attract more students here and support them on their journey. And to do this in a sustainable way.

Until now, we haven’t had a consistently expressed brand theme or position in the marketplace.

A revitalised Study Queensland brand sets out to change this, and help everyone who works within or alongside Study Queensland to take Queensland’s thriving education sector to even greater success on the world stage.

Go anywhere

Start here



Section 2

What is a brand?

At its simplest, a brand can be described as a set of words and symbols which act as a kind of ‘shorthand’ for a product or organisation.

In reality, a brand is much more than this.

Its purpose is to represent the mission, uniqueness and personality of an organisation or experience. It’s the sum total of all it says and does.

So it’s important to be clear about its place in the world, and how to express this through language and visuals. Elements like the logo, positioning statement, supporting visuals and messaging.

A clearly defined position for Study Queensland will allow us to continue to build a powerful, compelling brand which staff, stakeholders and Queenslanders can be proud of.

And which audiences around the world can respond to.


Section 3

What brought us here?

A series of in-depth qualitative research groups and nationwide surveys have helped us discover what motivates students from other countries to choose Queensland, how they perceive the state’s education offerings, and what they believe are the factors which most clearly differentiate Queensland as a study destination.

They told us that, above all, ‘feeling welcomed and valued’, is the thing that epitomises the Queensland experience for them.

“I like networking and connections but feeling welcomed attracts you to come here. The other two could be just another, colder country, but this has the warmth and the lifestyle, and that’s most important.”


Section 3 What brought us here?

They also told us that they have a real appetite for a credible, central source of ‘independent’ advice about study in Queensland.

One in-depth nationwide study found, ‘There is no consolidated place where students, parents and agents can find accurate, trustworthy and unbiased information that’s easy to navigate, to meet their individual needs.’

So at Study Queensland, we’re setting out to be the most trusted, credible, independent, best-resourced source of support, information and values for students and stakeholders. As a brand, we seek to be an enabler; a facilitator of the Queensland experience.

We’re not trying to be another destination brand. We don’t seek to do what others already do well. Queensland’s diversity is already effectively promoted by many different regional specialists, authorities and institutions.

Instead, we bring together the best of Queensland, under one roof, and enable others to - better than ever before - bring the Queensland experience to life, by offering an unprecedented level of support.

As a government agency with the resources, authority and a charter to serve, Study Queensland is perfectly placed to deliver.

Study Queensland Positioning Framework - Version 1Study Queensland Positioning Framework - Version 1

“It’s not as lonely as big cities. If you make good friends, you are always surrounded by them. You don’t feel depressed or lonely. You have got people around because it’s a smaller community.”

International student in Cairns


Section 4

Our mission for the brand.

Establish Study Queensland as a trusted ‘enabler’ brand - one which facilitates student experiences, and which unifies, coordinates, filters, recommends and guides - for students and stakeholders.


Section 5

The brand nucleus.

Brand Nucleus:

Study Queensland. The most trusted source of support, to enhance every part of your Queensland experience.

How are we able to do this?

• We’re a government agency, with the authority to deliver.

• We have the resources and capability to cover all of Queensland.

• We’re commercially independent.

• Our team has significant education experience, and they offer diverse perspectives.

• We have the authority to unify, assess, authenticate and filter information and offerings from throughout Queensland.

• Our objective is to deliver information and advice in an accessible, friendly, customer-focused form.


“I found Australia is very welcoming with internationals. You get a lot of support here. That’s one of the reasons I didn’t go to Europe or America; because the people don’t like much internationals. “What are you doing here? You are stealing my jobs.” And here, in Australia, you say, ‘I am from Brazil’, ‘Oh, cool’, and everyone likes you.” Brazilian student on Sunshine Coast



Section 6

The brand positioning statement.

A positioning statement (‘tagline’ or ‘strapline’) is designed to communicate in a simple, memorable way, what a brand stands for.

In conjunction with the logo and other brand tools, it should reflect the personality and spirit of the brand and the people behind it, and be a compelling declaration of purpose.

The Study Queensland positioning statement sets out to be an invitation of the most welcoming kind. To capture the positivity and energy of Queensland. To inspire confidence. To be easily spoken, and easily understood internationally.

Study Queensland.Start here. Go anywhere


Section 6 The brand positioning statement


Go anywhere

Start here

Section 6

A line rich in meaning

Study Queensland. Start here. Go anywhere

It communicates that choosing Queensland as your starting point can empower you to take on the world, give you access to an unlimited range of opportunities, and set you up for career success.

Its confident tone implies that Queensland has a history of empowering individuals to achieve great things on the world stage, and that the path they’ve forged by coming here means that you can too.

Its relentless positivity reflects the energy and dynamism of Queensland and how the state is committed to welcoming and valuing international students, for a richer experience and better long-term outcomes.

It communicates that ‘Whatever you’d like to achieve - in your studies, in your career, or in your business as a Study Queensland partner - this is the place to make it happen.’

It says ‘We’re the jumping-off point for wherever you’d like to go in Queensland’. Whether you first access us via offshore networks, our website or elsewhere, we’ll help you access whatever part of the state you’re interested in.

This positioning statement contributes effectively to the broader Queensland story by reflecting the sentiment expressed in Queensland’s famous line, ‘Beautiful one day; perfect the next’.

Both lines are all about the journey; the ongoing discovery of positive experiences.

It’s as meaningful for a student prospect or parent, as it is for our valued partners and stakeholders. It doesn’t compete with existing regional destination brand statements, but can instead, complement them.

The brand positioning statement


“The primary reason I chose Brisbane is the safety, compared to other countries, especially South America. Another reason, which is very important, is there are less students from China. My friends were drawn to the development of the city, so they chose Melbourne and Sydney but I wanted to have a good learning environment.” Chinese student in Brisbane



Section 7

Brand messaging

As a brand which speaks to many audiences, in hundreds of countries, at every stage, as well as supporting a variety of stakeholders, our messaging needs to be almost infinitely adaptable.

We need to describe our core advantages in a way which is easily understood and usable by everyone.

In this section, we can use the brand nucleus and positioning statement as the starting point for a bank of foundation messages which can be used to shape communications of every kind.

Brand nucleus: The most trusted source of support,

to enhance every part of your Queensland experience.



Section 7

Examples of foundation messages and proof pointsThis section introduces seven key themes, and under each is a selection of example messages, supported by proof points. These message examples show how communications can make a stronger connection between almost any proposition and the promise inherent in ‘Start here. Go anywhere’ - while always being delivered in a welcoming and valuing tone of voice. The Study Queensland brand toolkit will feature a more comprehensive range of messages and proof points.

Brand messaging

Themes:

• Welcoming & Valuing• Independent & Credible• Supportive & Encouraging• Innovative & Forward-thinking• Unique & Diverse (lifestyle and experiences)• Protective & Caring• Results-driven & Future-focused


Section 7

Welcoming & Valuing

With the warmer welcome you’ll enjoy here, you’ll have the confidence to take part in everything Queensland has to offer.

Here in Queensland, we value your development and satisfaction, and empower every aspect of your experience here - in study, work and life.

We take seriously our reputation as one of the world’s most welcoming study destinations, and we focus on making you feel welcomed and valued in everything we do.

Welcome and Friendship ceremonies - making newly arrived students feel welcomed and introduce them to their new home.

Queensland International Student Advisory Panel and more than 80 international student ambassadors supported by local governments - giving international students from across the state a voice, and seeking their input in shaping services, communications and policy to help enhance the experience of future students.

Partnerships with more than 15 local governments and communities - unique to Queensland - which focus on welcoming and integrating international students.

Messages Proof points (benefits, tools, resources):

Brand messaging


Section 7

Independent & Credible

As a government agency proud to uphold Australia’s high standards, we remain independent and fair in all we do, so you can be sure you’ll always receive impartial and practical advice of the highest quality.

We support you to find the education provider or course that best suits your needs and ambitions, in whatever region of Queensland you’d most like to experience.

Queensland education providers and regional study clusters participate in independent international rankings, with outstanding results. Data from i-Graduate, student satisfaction surveys, and many other global surveys consistently rank Queensland highly as a study destination.

We work closely with the Australian Government and national regulators to ensure the highest quality standards, both inside and outside the classroom.


Brand messaging


Section 7

Supportive & Encouraging

In Queensland, we’ll support you in everything you do, for an experience that could change your life.

We’re always here for you, offering access to people who can help you with advice and support - whatever it is you’re unsure of or want to achieve.

Student Hubs in three major centres - Brisbane, the Gold Coast and Cairns - provide a welcoming space for international students to meet, seek help, and access free personal and professional development programs. These hubs have been nominated for a prestigious international award for best practice in student experience.

Regional study clusters allow students to directly find information about and connect with study and service providers, support services and more.


Brand messaging


Section 7

Innovative & Forward-thinking

We can’t predict the future, but we can, in conjunction with our education partners, help prepare you to be able to adapt, no matter what the future brings.

The state of Queensland is extraordinarily future-focused, with the government appointed Chief Entrepreneur helping lead strategy and action for innovative organisations and attracting the most visionary thinkers from around the world to contribute to the conversation on innovation.

The gen[in] innovation program is an online ideas generation program with a particular focus on international students, to help develop young entrepreneurs’ skills and experience.

Brisbane is a young, growing, vibrant city which provides an ideal environment for entrepreneurs and start-ups to make their vision a reality, backed by a supportive business community and a pro-innovation government. Other Queensland regional cities have a similar stance and characteristics.

Innovator in Residence Program - bringing the best minds to Queensland to improve international education and to engage with stakeholders and students.


Brand messaging


Section 7

Unique & Diverse (lifestyle and experiences)

Australia - and Queensland - have long been considered places of great opportunity, where individuals are able to pursue their goals and ambitions, and bring them to life.

There are many different study locations in Queensland, each with their own outstanding, high-quality offerings in terms of study options, opportunities, lifestyles and experiences, all supported by local government staff, resources and initiatives to ensure their ongoing effectiveness.

In Queensland, you’ll have the opportunity to meet and mix with people from all over the world, creating a richer experience.

The diversity of what you can study here in Queensland is unparalleled. From marine science on the reef to agricultural management in regional farming communities. From tourism studies on the Gold Coast to entrepreneurship in Brisbane, studying here connects you with real industry experience.

Queensland hosts international students from more than 160 countries, offering a truly diverse experience for students.

International students are spread across the state - not just concentrated in the capital city - so students have the opportunity to meet people from all over the world no matter where in Queensland they live and study.

An incredibly diverse environment - encompassing the outback, the tropical and subtropical coasts, mountains, rural farmland and major cities - provides real opportunities to study specialist disciplines such as marine science, ecotourism, agribusiness, biological science, the built environment and much more - and learn practical skills in the environments themselves.

Cultural and religious festivals which take place every year throughout the state celebrate the huge diversity of people and beliefs who live and visit Queensland.


Brand messaging


Section 7

Protective & Caring

Our advice and services can help you stay safe and secure.

We can help you settle in when you arrive in Queensland, with advice on essentials like accommodation, budgeting, getting connected, and more.

The 1800 QSTUDY helpline provides 24 hour access to highly trained staff who can respond to any enquiry or concern from international students.

The investment in three student hubs and a statewide referral network for support means that students have a trusted resource to turn to.


Brand messaging


Section 7

Results-driven & Future-focused

There’s no better place to study than Queensland because we value what every part of your experience here will bring to your career and future success.

Studying in Queensland can give you the skills, confidence and connections you need for your career to thrive.

Careers fairs bring students and employers together to facilitate student jobs during studies and employment opportunities for the future.

The Queensland Government Internship Program gives international students opportunities to gain real world work experience while studying, as well as paid positions when they graduate.

Deloitte Access Economics reports that Queensland will be the nation’s second-strongest economy next financial year. This means more jobs and more opportunities in Queensland.


Brand messaging


“The confidence part in Queensland is really good. I have tried many things that in my country I couldn’t. You get the confidence to take part in things.” Student studying in Brisbane



Section 8

The logo

• The Study Queensland logo is designed to work effectively in conjunction with almost any partner or stakeholder logo. As such, it is always displayed in black - or when reversed out of a dark background colour, in white.

• The modernised logotype is right-aligned which allows it to sit comfortably against the majority of partner logos - which are often aligned left or centred. A vertical rule is used to separate the two logos, or when used in conjunction with the Queensland Government crest, it defines the space between them.

• The word ‘Study’, being much shorter than ‘Queensland’, is depicted in bold to increase its visual weight and provide balance. The curved tail of the ‘Q’ is replicated exactly by the curve of the pathway device used on supporting visuals as a graphic mechanism.

• Wherever possible, the strapline ‘Start here. Go anywhere’ should be used in conjunction with the logo.


Section 8 The logo

Correct usage externally


Section 8 The logo

Correct usage internal


Start here. Go anywhere



Section 8

Joint logo use

Using the Study Queensland logo in conjunction with your own harnesses the promise of the strapline ‘Start here. Go anywhere’ to give your communications a broader Queensland context. As it uses black logotype, the Study Queensland logo works effectively in combination with logos of any colour scheme, and its aligned-right type and vertical separating line creates a functional shape which combines well with any logo.



STUDYROCKHAMPTON



STUDYROCKHAMPTON

An example - Goverment An example - Emerging

Some examples - Mature

An example - Regional Partner

The logo


Section 8

Joint logo use (continued)Partners

Partners

The logo


Section 9

The audience mindset

“Australia appeals to me as a study destination but how can I be sure Queensland will deliver the experience I want and how can I know what’s good and what’s not?”

“I want to be sure a Queensland study experience can deliver career success for my child and also that they’d be safe and happy.”

“I want useful tools and information that are aligned with our study cluster or institution’s messaging, and which also adds weight and credibility.”

“I want to sell Queensland with confidence, using language and messages that have an impact”.

Prospective students Parents Stakeholders Agents

To be sure we’re using the right tone of voice for different audience segments, it’s useful to confirm what the primary motivation might be for each of them. Understanding what their biggest challenges are, and what drives them, is a great way to know how to best speak to them.


Section 10

Brand personality and tone of voice

Our brand’s tone of voice is welcoming and friendly, ensuring we are always supportive of our audience’s needs and responding with reassurance and credibility. We always ensure that we are authentic and professional by demonstrating our knowledge and expertise in a clear and concise way.

Our tone of voice is not, however, over-familiar, cheeky or disrespectful. We do not use jargon and always make sure we avoid complicated language to ensure our communications are open and accessible.

Voice quality or characteristics:

• Welcoming• Supportive• Reassuring• Credible• Professional


Section 10 Brand personality and tone of voice

Voice quality or characteristic Description Do Don’t

Welcoming

We understand people and respect them. We are friendly and warm in our approach and act openly to reflect the Queensland approach.

Use open and simple language. Be aware that our audience may not speak English as their first language.

Be too colloquial or cheeky. Don’t try to be too ‘cool’ or young.

Supportive We are always aware of our audience needs and what they require from us. We offer help and support with open arms.

Use language that portrays empathy and compassion.

Be too casual or non-committal.

Reassuring We ensure that we are always encouraging and uplifting.

Make sure language is positive and confident.

Be unsure of what we are saying.

Credible We are a trustworthy source of information and we believe that we have the knowledge and expertise to deliver.

Be honest and direct.Own what we say and say it with conviction.

Overpromise, stick to being factual.

Professional We speak with authority and are well informed on the latest industry developments whilst being fluent in the world’s ever changing culture and norms.

Demonstrate our proficiency and ensure we show our expertise and authority.

Use too much jargon.Use overly bureacratic or complicated language


Section 11

Using the brand elements to develop tailored creative communicationsBy using elements of the Study Queensland brand, it’s now easier for anyone - and especially regional study clusters or institutions - to translate the sentiment behind ‘Start here. Go anywhere’ into compelling, customised creative solutions.

Elements of the brand can be deployed in any of three simple ways, to help create tailored communications solutions for your organisation, as desired:

This three-step method has been designed to be easy-to-use and adaptable to the needs of your organisation, whether it’s a mature brand, an emerging brand or a regional partner. Each of the elements can be incorporated independently as required, and their prominence in any communications piece is scalable. There are few rules.

1. By using the Study Queensland logo and positioning line in conjunction with your organisation’s logo to add weight and credibility.

2. By using the ‘pathway device’ as a key graphic element to enhance your campaign visuals and make progress towards a more unified look.

3. By using a simple formula to generate ideas for headlines or sub-headings which give your messaging a ‘Start here. Go anywhere’ twist - thereby helping to create more consistency with other Study Queensland-branded campaigns.


to...

from

...

Section 11

Formula for headline creation

Using the sentiment ‘Start here. Go anywhere’ is a simple way to create headlines or subheads which reflect the Queensland brand promise, and by virtue of that, what your own region, organisation or brand is offering.

To create a headline, simply start with a word or phrase describing the point of origin, and end with a word or phrase describing the destination or positive outcome.

Headlines could be inspired by a student’s journey of self development, a geographic journey, or a journey of intellectual discovery.

It’s endlessly flexible. Here are some examples:

From learner to leader

From questioning to confident

From student to teacher

From imagination to reality

From hilltop Surabaya to 30 feet under

From dreamer to achiever

From 20 million people to paradise

These lines can be used as a main headline, a subhead or a caption for a key image. It’s a great template for banners, posters or digital ads. All it needs is for you to express your offering as a simple ‘journey’ or on any story based on starting in one ‘place’, and achieving success or transformation through a Queensland experience.

The Study Queensland brand toolkit will feature a more comprehensive range of examples, assets and guidance on developing tailored communications campaign pieces.

Using the brand elements


Section 11

Use of pathway device

Study Queensland’s ‘pathway device’ - made up of curved and coloured line segments - is a way to visually bring to life the objective of your communication piece in the context of a JOURNEY. In conjunction with a suitable headline or subhead, the ‘pathway’ device can visually demonstrate how far a Queensland experience can take anyone.

How to use the device:Segments can be superimposed over images - either coloured or in a 20% tint of the image - to form a pathway design. The design can be tailored to the format and orientation of the space and is infinitely variable. Key words or headlines relating to your unique offer or the visual can be incorporated into the segments if desired.

If coloured segments are used, colours can be drawn from your brand’s own colour palette, to further align the piece with your own organisation or brand.

Using the brand elements

Examples


Section 11 Using the brand elements

Example



Example



Example



Example - Report Cover Example - Report Cover Example - Pull Up Banner



Example



Example


Section 12

How we are bringing the brand promise to life Over the next 12 months, the brand promise will be brought to life in partnership with study clusters, providers and partners.

To help achieve this, $250,000 in contestable funds will be available in IET Partnership Fund 18-19 Round 1 - opening in mid-August 2018. Grants of $10,000 to $50,000 will enable study clusters and regional partners to implement the new brand. A further $250,000 will be available for all other consortia as per the usual IET Partnership Fund guidelines.

As we implement the 2018-2019 Global Partnership Plan, we will update our collateral and key messages, with a focus on digital campaign activation, and on bringing the brand to life through student and alumni stories.

Brand activation projects will be developed in consultation with participants in regional workshops to be held in August and September 2018, with the objective of customising the approach for each region. This could be through messaging development, visuals or brand assets, marketing collateral, inbound familiarisation tours, agent visits or digital strategy.


“The multicultural environment is very good, because there’s always many events related to international happening around the city and everyone is welcomed to get involved.” Chinese student in Brisbane


Go anywhere

Start here

Positioning Framework at a glance

Our mission for the brand:

Establish Study Queensland as a trusted ‘enabler’ brand - one which facilitates student experiences, and which unifies, coordinates, filters, recommends and guides - for students AND stakeholders.

Message themes:

• Welcoming & Valuing• Independent & Credible• Supportive & Encouraging• Innovative & Forward-thinking• Unique & Diverse • Protective & Caring• Results-driven & Future-focused

Brand Nucleus:

Study Queensland. The most trusted source of support, to enhance every part of your Queensland experience.

Tone of voice :

• Welcoming • Professional• Reassuring• Supportive• Credible

The brand positioning statement:


Headline formula:

From learner to leader From imagination to reality From dreamer to achiever


Section 13

Learn more

A comprehensive guide to brand usage, logo application, design files and brand assets will be developed as part of the brand toolkit in the near future. This will also include messages and proof points that can be used in a variety of communications depending on the audience.

In the meantime, if you have any questions please get in touch with us and we’ll be happy to help.

Cinta GrimaitrePrincipal Marketing and Events Officer

Phone: 07 3514 3147Email: [email protected]: www.studyqueensland.qld.gov.au/positioningframework


Documents

Welcome to the future Study Queensland€¦ · The brand positioning statement. A positioning statement (‘tagline’ or ‘strapline’) is designed to communicate in a simple,