What makes IIE Rosebank College cool?
Rosebank College, an educational brand of The Independent Institute of Education (IIE), was once again voted the coolest college in South Africa at the 15th Sunday Times Next Gen Awards, hosted in Sandton on 13 June 2019.
This is the third consecutive year that IIE Rosebank College has maintained the top position in the survey conducted by HDI Youth Consultancy, which polls South African youths between the ages of eight and 24 on what they find on-trend and aspirational.
"Being voted the Coolest College in SA for a third year in a row is an outstanding achievement. As a brand, we are very aware of the ambitions and aspirations of our target market. We strive to remain relevant by offering quality, affordable qualifications as well as building on our exceptional record of assisting our graduates with employment opportunities. The support shown by the South African youth in voting for us motivates all who serve in the brand to aim even higher as we expand our product offering and our national footprint," says Greg Fillmore, National Managing Director at IIE Rosebank College.
According to Lufuno Matidza (21): "Rosebank College is cool because, as a journalism student, I am given an opportunity to practise my journalistic skills by the awesome Rosebank College Press Team (Braamfontein). Through the help of our mentor, I've managed to improve my writing and I feel more confident to start working as a journalist."
Sihle Maduna (20) says: "I think Rosebank College is cool because I feel like it allows me to get a better grasp of what I am studying by giving me practical opportunities and experiences of what I'll be doing in the near future."
Andiswa Madlopha (20) says: "Rosebank College is cool because of the environment filled with amazing young people."
The Sunday Times Next Gen survey is considered the leading barometer of youth sentiment in South Africa, and organisations are increasingly guided by the results in driving their youth marketing strategies forward.
How does voting take place?
The first phase of this research study is conducted with +/-2 000 young people (aged 8-24) in the major cities across South Africa to identify which brands are the coolest of the cool.
Schools participate in the study, through an in-depth face-to-face data collection process, as well as through teacher facilitated sessions.
The third phase of the research is conducted during sessions with a selection of kids, teens and young adults. These sessions highlight what young people identify as being significant issues unfolding in their peer circles and document why they prefer particular brands over others.
This year, the survey was extended, and several new categories were included with the intention of increasing insights for marketers. New categories included: coolest online fashion store, coolest gaming console, coolest politician and coolest online influencer.
"We are so grateful and humbled that the youth recognise what we do and that it resonates with them. We hope we will continue to be relevant and stay true to the sole purpose of our brand: changing lives and empowering youth. We want to acknowledge all our brand advocates and our students for trusting us, thank you from the bottom of our hearts," says Daphne Mphaga, National Marketing Manager at IIE Rosebank College.