Spring General Meeting
The 2025 Spring General Meeting was held on Thursday, 18 September 2025 at the Banquet Hall, The University Club, UWA Crawley Campus.
UWA Brand Insights
Haylee Felton, UWA’s Chief Marketing Officer, provided us with research data and perspectives from focus groups, which shed light on the changing market conditions that are reshaping the university landscape. These changes have affected student enrolments across the university sector and challenged UWA’s brand identity, providing both challenges and opportunities for renewal.
In her presentation at the Spring General Meeting, Haylee provided a thought-provoking discussion of the challenges faced by UWA and suggested compelling responses to these challenges.
The Challenges
Changing market conditions
- the number of secondary students participating in ATAR is diminishing.
- numbers entering TAFE to enrol in vocational education is increasing.
- UWA’s competitor universities are investing more on marketing and engagement than UWA.
UWA’s brand is no longer front of mind.
- Fewer prospective students are considering UWA and it is losing market share to other universities. While the quality of education provided by UWA is not in doubt, prospective students are increasingly making choices on brand perceptions, and which ‘feels right’ for them.
There are considerable differences in the perceptions of UWA when compared to other universities in Western Australia as focus group insights suggest. Many of these are not new, but UWA’s strengths do not hold as much value as they once did.
- Some competitors are seen as practical, high tech, big campus, accessible, with employable students and industry partnerships.
- UWA is perceived as prestigious with high standards and international recognition, but also stagnant and elitist.
Responding to the Challenges
Students are choosing universities that offer clear pathways to employment.
- The job readiness of UWA students needs to be emphasised by showcasing the availability of placements and work integrated learning within degrees, the opportunity of connecting with industry leaders and networking.
The barrier created by prestige and high entry requirements.
- The achievements of UWA should be balanced with promoting its accessibility to diverse audiences, new pathways to study and breaking the idea that there’s only one kind of student for UWA.
As the only university with Western Australia in its name, UWA bears great responsibility.
- UWA has an obligation to retain pride in, and project confidence in, UWA’s pedigree of excellence, prestige, and heritage.
- UWA should proudly reflect and celebrate the difference that it makes to WA and its people, through its research, innovations, campuses and economic influence.
The Brand Goal
To revitalise the UWA brand and deepen our connection to the State of WA and all its communities.
Fireside Chat with the Vice Chancellor
In our stimulating and insightful chat, Professor Chakma gave frank answers to a very wide range of questions — the proposed ferry location, how UWA stands amongst many universities with financial troubles, the opening of UWA’s campus in India, the fallout from the impact of the Trump Administration on US universities, how UWA can ensure the experience of alumni does not end at graduation, the state of university merger discussions in WA, UWA’s response to investment in companies complicit in genocide, and initiating a UWA community music centre.
The Fireside Chat begins at 36min at https://vimeo.com/manage/videos/1120821950