3.1 Marketing Campaigns and Communication Strategy  (Campaign/Strategy under $50,000)

• Short Course Campaign - Bendigo Regional Institute

The Bendigo Regional Institute of TAFE has consistently produced and distributed a short course guide. Recent research conducted by the Institute indicated that the publication was archaic, lacked information consumers were seeking and failed to add any significant value to the business as a marketing tool. With BRIT commencing a new campaign promoting a more innovative and flexible approach to Vocational Education and Training in the service delivery area, the Marketing and Business Development unit saw it timely to move the publication, and the subsequent promotion of, to a new level and broaden the exposure to the relevant demographic.

3.1 Marketing Campaigns and Communication Strategy (Campaign/Strategy over $50,000)

• Corporate branding campaign – TAFE Queensland

In a continually changing market with aggressive industry competition, TAFE Queensland’s corporate branding campaign reinforced itself as a market leader, maintaining enrolment levels of some 230 000 students across 13 institutes. With a strong creative message, the campaign resulted in increased brand awareness, while competitor brand awareness dropped. Web and call centre enquiries also grew. The highly successful campaign communicated the key message of ‘learn from industry professionals’ and reinforced the underlying brand positioning statement of ‘anything’s possible’. Positive results were achieved in a tough business environment, with low unemployment numbers, stagnant demand for training and a highly competitive marketplace.

3.2 Special Events (Event under $15,000)

• TAFE Information Day – TAFE NSW – Sydney Institute

The TAFE Information Day for Careers Advisers is an event conducted exclusively for careers advisers as key influencers of one of TAFE’s major target demographics, school leavers. The event has been successfully held at TAFE NSW – Sydney Institute since its inaugural year in 2006. The aim is to present a relevant and informative forum for careers advisers which they can utilise in the school setting; through marketing materials, informative presentations, graduate speakers and direct interaction with TAFE teaching sections. With a focus on continuous improvement, feedback from this year’s event indicated that 2008 has been the most successful event year.

3.2 Special Events (Event over $15,000)

• TAFE Queensland at the Careers and Employment Expo - TAFE Queensland

There are more opportunities than ever when it comes to career pathways and increased competition in the training sector means that TAFE has to work harder to stand out in the marketplace. The annual National Careers and Employment Expo and WorldSkills TryáTrade provided TAFE Queensland the opportunity to engage with a large, targeted audience in a focused environment. The expo enabled TAFE to showcase career pathways and training opportunities to more than 35,000 visitors – helping school-leavers, adult and mature-age learners to make informed choices about their career path.  It forms an integral component of our ongoing branding and marketing strategy.

3.3 Promotional Collateral

• 'Do what you like, like what you do' – Box Hill Institute

Since its inception more than 80 years ago, Box Hill Institute has built a solid reputation as a Vocational Education and Training provider of choice. However, it had been more than a decade since the brand had been refreshed. Significant changes had occurred during this period with regard to stakeholder expectations, increasing competition, program delivery and communications technology in the training market. Significant changes in marketing collateral to illustrate the Institute’s new refreshed identity have seen significant early results. The initial findings have been impressive, exceeding both revenue and customer satisfaction targets set by government and the institute itself.