UNISA SBL
APPLICATIONS
CAMPAIGN
Base Five was tasked with positioning GSBL as the leading authority in Executive Education across Africa by crafting a bold, insight-driven strategy that addresses the brand’s current lack of awareness. The goal was to elevate GSBL’s presence, build credibility among senior executives and decision-makers, and shift perception from a local academic institution to Africa’s premier hub for leadership development and executive learning.
We implemented a high-impact, integrated content strategy designed to elevate GSBL’s visibility and reposition the brand narrative to reflect its stature in executive education. Through thought leadership pieces and strategic content placement, we shifted perceptions and built brand credibility. A meticulously crafted media channel plan ensured GSBL appeared across premium, high-traffic platforms,maximising reach, relevance, and resonance with its target executive audience.
The campaign drove a significant uplift in brand performance, increasing GSBL’s overall Share of Voice by 50%, firmly positioning it within key executive education conversations across the continent. Additionally, the strategic visibility and repositioning efforts led to a 20% year on year increase in application enquiries, signalling a strong rise in brand interest and intent from high-potential candidates and decision-makers.
