Shaping perspective and building share of voice
Art and design careers are generally not prioritised by local families in Hong Kong. Sinclair worked closely with SCAD Hong Kong for 4 years from 2016 to develop a strategic campaign that would shift public perceptions and increase positive sentiment, both in Hong Kong and across the Asia Pacific region towards creative education.
One of the most comprehensive and connected art and design universities in the world, Savannah College of Art and Design (SCAD) was established in Savannah in 1978, offering more than 100 academic degree programs in more than 40 majors across its campuses in Atlanta and Savannah, Georgia; Hong Kong; Lacoste, France; and online via SCAD eLearning.
Strategy Shift the conversation away from the cost of the institution, implementing a thought leadership strategy that focused on leveraging SCAD’s international reputation, positioning it as Hong Kong’s best creative education institution and as one of importance to the local community.
Thought Leadership Organised strategic interviews with SCAD professors on their respective industries to highlight the wealth of experience and elite resources the institution offers.
Experience Invited top tier media to experience first hand the quality and leadership of SCAD. This ranged from visits to tour the campus and see the technologies and resources available to SCAD students, as well as invitations to witness the experience gained by SCAD students via the SCAD Collaborative Learning Centre (CLC) which facilitates design opportunities for students with professional projects, such as MTR re-design.
Localise While it was critical that communications position SCAD as global, it was important for local engagement and brand building in Hong Kong and Asia, to create local touch points.