Client

National College of Business

Project

Review and revamp brand. Provide ongoing marketing
advice, collateral and reporting.

Goal

Improve the awareness of the college amongst Australian
small businesses. Increase leads and referrals.

Client brief

• Review the existing brand and create a more professional,
  friendly and appealing brand for their target market
• Review and revamp existing marketing material, both print
  and electronic
• Establish regular and consistent forms of communication with
  their existing clients in order to add value and increase repeat
  business and referral
• Project a ‘fun, friendly and supportive’ atmosphere of the college
  through all marketing collateral.

Solution

STAGE 1: Rebrand

• Mitara reviewed the old brand and felt it was inconsistent,
  unprofessional and did not portray the friendly and
  committed environment of the college. Therefore, a
  revamped brand was developed based on the existing
  logo and colours. A ‘speech bubble’ concept was created
  to communicate the messages of the college, to display
  inspiration quotes and to deliver testimonials from their
  participants. Mitara also developed the ‘language’ and
  themes for the copy.
• A promotional brochure was designed for use by the
  sales team. This was based on a ‘don’t take our word
  for it’ theme whereby current participants sell the college
  to other small businesses by sharing the success they
  achieved through the NCB.
• Templates were designed for internal use so that all
  material created in-house maintained the same high-level
  presentation
• The website was revamped to be more informative,
  up-to-date and interactive. It also serves as a valuable tool
  for small businesses and NCB participants, with constant
  revisits to the site.

STAGE 2: Ongoing marketing

Based on the college’s goals, a 12-month marketing plan was
developed to outline the key activities for the year:

• Monthly public relations work including writing newsworthy
  articles for distribution to both online and print media
  (relevant, newspapers, magazines etc), for use in their monthly
  e-newsletter, and for article submissions online.
• Regular e-newsletters to add value to their existing
  participants
• Animated and automated electronic Christmas greeting and
  birthday cards
• Workshop e-newsletter notifications
• Referral program gift card
• Testimonial and event videos

Testimonial

“Tamara and the team from Mitara have worked closely with
the NCB since 2008 … Mitara provided 5 star assistance and a
creative branding concept that truly reflected the most valuable
characteristics of the NCB. From electronic to print, to marketing
and sales; from website to newsletters, to print and stationery, our
experience with Tamara and Mitara has been exceptional.”
NCB

“It is such a pleasure working with you … your professionalism and
outside the box ideas are so inline with the NCB. It is just great!”
Danyelle Mailer, NCB Director