Page 26 - Journal of Strategic Marketing Magazine - January 2019
P. 26
Walking in the shoes of career success
Watching IMM Graduate School’s Pearls of Wisdom video, one can’t help but feel a
stirring sense of opportunity, excellence and success. Michael Bratt takes a look at the
alumni campaign.
T here’s a reason shoes are a in with the school’s intake/registrations in their careers through studying with
recurring motif in the latest IMM
the IMM Graduate School”.
drive, the campaign is the brainchild
Graduate School marketing
of the educational institution in
The messaging underscores the
campaign. And it’s not just because
& Bunkell, and was created by Snippet
backed by an IMM Graduate School
having an IMM qualiication gets you a partnership with creative agency, Bain heights someone can reach when
foot in the door… Video. qualiication.
Shoes were used to creatively The concept is a simple one to A shortlist of alumni was drawn
convey its key messages, that walking follow, with alumni relaying their up of who could potentially feature
in the steps of successful alumni experiences and stories of studying in the campaign before the selection
gives students a sense of what can be through the IMM Graduate School. process took place. Some of those
achieved, while they are also a symbol included were Sandrine Prinsloo,
of the journey that the alumni have Powerful marketing tool head of marketing at Nedbank
travelled. “Our biggest advantage, or strength, is Business Banking; DJ Twasa from
The video ends with the tagline, our reputation, and word of mouth has Lesedi FM; Tracy Porter, marketing
‘Can you ill their shoes?’, a challenge always been the IMM’s most powerful and communications specialist at
to students to follow in the footsteps marketing tool,” explains Charmaine Wings Travel Management; Cleo
of the successful IMM Graduate du Plessis, IMM Graduate School’s Zwane, senior marketing manager
School alumni, while at the same time chief marketing oficer. “Our alumni are at Standard Bank, Roeshdien Jaz,
encouraging them to chart their own all brand ambassadors, so it seemed musician; Mamolefe Segakweng, head
career paths. appropriate to use them to spread the of marketing and communications at
The video gives a behind-the- word about the IMM Graduate School.” SABC Channel Africa; and Zithelo
scenes look at the making of the As Vicky Moodley, business unit Mnguni, brand manager at RocoMamas,
marketing campaign. director at Bain & Bunkell, says, it was who sadly passed away last year.
Aiming to increase awareness of a “no brainer to use them as part of the The behind-the-scenes video was
and around the IMM brand, and tying it campaign, since they have succeeded not in the original campaign plan. “We
p24 - Strategic Marketing
Watching IMM Graduate School’s Pearls of Wisdom video, one can’t help but feel a
stirring sense of opportunity, excellence and success. Michael Bratt takes a look at the
alumni campaign.
T here’s a reason shoes are a in with the school’s intake/registrations in their careers through studying with
recurring motif in the latest IMM
the IMM Graduate School”.
drive, the campaign is the brainchild
Graduate School marketing
of the educational institution in
The messaging underscores the
campaign. And it’s not just because
& Bunkell, and was created by Snippet
backed by an IMM Graduate School
having an IMM qualiication gets you a partnership with creative agency, Bain heights someone can reach when
foot in the door… Video. qualiication.
Shoes were used to creatively The concept is a simple one to A shortlist of alumni was drawn
convey its key messages, that walking follow, with alumni relaying their up of who could potentially feature
in the steps of successful alumni experiences and stories of studying in the campaign before the selection
gives students a sense of what can be through the IMM Graduate School. process took place. Some of those
achieved, while they are also a symbol included were Sandrine Prinsloo,
of the journey that the alumni have Powerful marketing tool head of marketing at Nedbank
travelled. “Our biggest advantage, or strength, is Business Banking; DJ Twasa from
The video ends with the tagline, our reputation, and word of mouth has Lesedi FM; Tracy Porter, marketing
‘Can you ill their shoes?’, a challenge always been the IMM’s most powerful and communications specialist at
to students to follow in the footsteps marketing tool,” explains Charmaine Wings Travel Management; Cleo
of the successful IMM Graduate du Plessis, IMM Graduate School’s Zwane, senior marketing manager
School alumni, while at the same time chief marketing oficer. “Our alumni are at Standard Bank, Roeshdien Jaz,
encouraging them to chart their own all brand ambassadors, so it seemed musician; Mamolefe Segakweng, head
career paths. appropriate to use them to spread the of marketing and communications at
The video gives a behind-the- word about the IMM Graduate School.” SABC Channel Africa; and Zithelo
scenes look at the making of the As Vicky Moodley, business unit Mnguni, brand manager at RocoMamas,
marketing campaign. director at Bain & Bunkell, says, it was who sadly passed away last year.
Aiming to increase awareness of a “no brainer to use them as part of the The behind-the-scenes video was
and around the IMM brand, and tying it campaign, since they have succeeded not in the original campaign plan. “We
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