Opening (Micro) Doors
Take a stroll in the central business district of Brisbane, Australia, and, if you’re eagle-eyed, you might spy four brightly colored doors, just a few inches tall.
The doors are a unique promotion for Bond University’s new microcredential programs. Microcredentials are flexible, skills-based education programs, which Bond launched in 2020 to respond to workforce needs. The classes give learners opportunities to upskill, switch careers, or gain new credentials, explains Kristy Crockett, Bond’s Microcrendential Marketing Manager.
“These courses literally open doors for people—whether that be for their next promotion, a new career path,” says Crockett.
More universities are offering microcredentials, which give learners flexibility and efficiency, according to September 2021 Universities Australia guidance.
Crockett and her team wanted to announce Bond’s offerings in a unique way that could engage the Brisbane community. Bond partnered with local street artist Mace Robertson, who’d created a tiny red door on Burnett Lane in Brisbane several years ago. Robertson designed and created four doors in blue, yellow, brown, and red for Bond, each with a QR code linking to information about a different microcredential class, like a course on risk management in business. A behind-the-scenes film and online map encourage locals to find each door.
Working with creative agency VMLY&R, the Bond team was “inspired to explore craft and find new ways to connect the physical on-street experience and digital experience,” says Crockett.
About the author(s)
Meredith Barnett is the Managing Editor at CASE.
Article appears in:
Faculty Partnerships: How advancement officers can team up with faculty to drive fundraising success. Plus, explore supports for student mental health, lessons from new managers, cryptocurrency, and more.