Pulse Agency


A Comeback Classic: How WEA Sydney Rebranded Itself and Regained Its Deserved Position

February 23, 2023




Web Design & UX - Google Ads Marketing Campaign


Who is WEA Sydney  WEA Sydney is a not-for-profit adult education institution that offers a wide range of courses and programs in various subjects such as art, language, technology, health, and personal development. WEA Sydney was established in 1913 and is one of the oldest and most respected adult education providers in Australia. It is based in the central business district of Sydney and has a diverse community of learners, ranging from young adults to seniors.


The challenge

The challenge for Pulse Agency was to develop a campaign that could address two main issues faced by WEA Sydney. Firstly, due to the impact of COVID-19, WEA Sydney was finding it challenging to reach its target demographic. Secondly, the growing competition in the adult education space was making it more challenging for the institution to stand out.
The primary goal of the campaign was to attract former WEA Sydney students back to the institution while repositioning it to compete with other adult education providers. Pulse Agency had to create a strategy that leveraged WEA Sydney’s reputation and history while also catering to the changing needs and expectations of the current and prospective student demographic.

The campaign had to be designed in a way that engaged both existing and new students and showcased WEA Sydney’s unique selling points, including experienced teachers and affordable courses. The challenge was to develop a marketing strategy that would promote the institution across various channels, including social media, search engines, email marketing, and display advertising, despite having a limited marketing budget compared to its competitors.
Ultimately, the main challenge was to successfully reposition WEA Sydney as a leading adult education institution, while staying true to its values and reputation, and encouraging both old and new students to enrol in its courses.

The solution

Pulse Agency devised a solution to address WEA Sydney’s challenges by creating a new unique value proposition titled “welcoming adult learners.” Pulse Agency created a comprehensive marketing strategy that included a complete redesign of WEA Sydney’s website to make it more user-friendly and to highlight the institution’s unique selling points, such as experienced teachers and affordable courses. The new website was designed to meet the needs and expectations of current and prospective students, as well as to make it easier for students to find and enrol in courses. Pulse Agency also developed a campaign that explained why WEA Sydney’s courses were relevant to the target audience. The campaign was designed to reach out to potential students via various channels such as social media, paid advertising, and search engine optimization (SEO). The campaign was designed to increase website traffic and generate leads. The campaign’s results were positive, with the strategy producing positive results in the first quarter of 2023. The marketing strategy developed by Pulse Agency successfully repositioned WEA Sydney as a leading adult education provider while upholding the organisation’s century-old values and reputation. The value proposition of “welcoming adult learners” proved to be an effective strategy for re-engaging former WEA Sydney students and attracting new students to enrol in courses. The redesigned website and campaign were successful in highlighting WEA Sydney’s unique selling points and helping the institution stand out in the competitive adult education market


Increment students YoY 18,7% UP

Increment revenue YoY 32% up



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