Curtin Alumni and Friends

Curtin Alumni & Friends lacked both visibility and a clear sense of pride among graduates. Many alumni were unaware of the program or its value, leading to low engagement and missed opportunities for meaningful connection.

The core challenge was to reposition it as a globally respected, credible group, one that sparks genuine pride and connection among members.

The objective: inspire both new and existing alumni to participate, creating a ripple effect of advocacy and involvement.

Above all, the campaign film needed to raise awareness and showcase the tangible, reciprocal value that active engagement in Curtin’s alumni community offers.

Research revealed that connecting with alumni just before graduation significantly increases future engagement and loyalty.

Alumni are most receptive during this transition, making it a critical window to establish lifelong ties. By positioning Curtin Alumni & Friends as an essential partner for career and personal growth, we demonstrate ongoing value far beyond graduation.

The single-minded proposition: “Your essential partner for lifelong career and personal development.”

The alumni experience is more than a network, it’s a global community offering exclusive access, career support, and meaning. This proposition encourages alumni to see themselves as part of a movement with lasting impact.

Under the concept “Together We Rise,” we brought together Perth’s finest creative talent to craft a vibrant, emotionally charged 50-second film.

Directed by Ken Leung, the film depicts three fellow Curtin alumni in Tara Jeisman, Leif Cocks, and Emma Garlett. Tara founded the women's community ‘Sea Gals’, Leif’s project ‘The Orangutan Project’ and Emma’s empowerment and growth through Garlett Group.

The editing interlaces dynamic scenes of alumni with footage of orangutans, symbolising connection with our community and planet.

Superimposed on the visuals are powerful statements: “Together we make/grow/thrive,” and “Together we rise.” The media strategy maximised views and engagement.

The campaign significantly exceeded industry benchmarks and pleasing stakeholders.

It achieved a 77% YouTube completion rate and a 0.75% click-through rate on Seven West Media's video. We saw an 18.4% increase in visitors to the alumni homepage.

The long-form video, endorsed by senior leadership, is now featured at graduation ceremonies globally, with alumni expressing how inspired and 'seen' they feel by the film.