Charles Sturt U has a new recruitment campaign, “start now,” replacing the previous strategy of segment-specific sells. According to CSU the campaign addresses a core concern for potential students, that a degree delays the start of their career. “This uncertain market has developed a perception that four years or more at university will be spent simply earning a piece of paper, rather than an education that genuinely prepares them for the career they are dreaming about today.”
One of the broadcast campaigns that is gone, is the excellent “think again,” which CSU used to target the returning to study/late start market. One spot featured a 60 year-old talking about studying with CSU to be a mental health nurse. CSU says this is still a market the university pursues but not in digital not “large scale media”.