As recruitment of international students tightens due to visa delays and rejections, now is the time to focus on brand positioning and reinvent the organisation, according to Oscar Codoceo of Burleigh Heads Language College (BHLC).
The Marketing Director and Multimedia Designer says “In an era when language institutions struggled to appeal to young international learners, especially those passionate about adrenaline-fueled activities such as surfing and skateboarding, the educational establishment began to depend on academic representatives to attract students. This strategy emerged from the realization that there was a niche in the market: conventional language schools were failing to meet the needs and preferences of this student demographic.”
With a keen passion for Hardcore Punk, visual arts, and extreme sports—bodyboarding in particular—Oscar has been working at the rebrand at Burleigh for over a decade. He sensed a pressing need for transformation within the educational landscape, a revolution that would be ushered in under the banner of BHLC.
In 2016, he revamped the logo by selecting fonts reminiscent of his preferred punk band, giving it a more dynamic and unique flair. The slogan needed to be more than just a catchphrase; he wanted to avoid the overused lines like ‘best education in the world,’ ‘education of excellence,’ or ‘best for your future,’ as they were far too commonplace. “We ultimately settled on “A School with Attitude” to embody our brand’s spirit,” he says.
“In 2018, we began to see a surge in student enrolment at BHLC, with learners insistent on joining our programs despite educational agents presenting other institutions. The word had spread effectively.” This influx led to BHLC’s expansion into a larger facility located at 41 James Street to accommodate the growing demand.
2019: By infusing punk culture and extreme sports into both its branding and educational resources, BHLC has adeptly fulfilled the international students’ longing for a language learning journey that is imaginative, engaging, and enjoyable.
In 2022, BHLC began to live the brand and crafted an array of activities that resonate with students, such as Skateboard Day and surfing lessons. Merchandise like shirts and stickers adorned with the school’s distinctive graphics has caught the attention of elite athletes in surfing and skating, familiarizing them with the brand. A BHLC sticker can confidently be placed alongside iconic brands like Volcom or Vans, retaining its unique identity.
2023 saw BHLC establish key alliances through the sponsorship of extreme sports enthusiasts, including surfers and skateboarders. These collaborations underscore the institution’s dedication to innovation, creativity, and aligning with the passions of its audience, broadening its influence and cementing BHLC’s reputation as a trailblazer in the realms of education and extreme sports.
The Koala congratulates BHLC (and Oscar) for its unique bold position and wishes them well.
