TAFE NSW Be Ambitious.
How do you put desire into TAFE NSW to achieve growth of hundreds of thousands of students for the Q1 enrolment?
We conducted workshops and ran surveys to understand the current perception of TAFE NSW by various segments. What we discovered was that TAFE NSW is a highly regarded and trusted brand, but it was anchored in the past with little awareness of its ‘higher’ education products. TAFE NSW was generally seen as a plan B and lagging behind universities in student’s key choice areas against the following statements “offers the best opportunity to get you the job you want” and “provides qualifications that are well regarded by employers”. Given the findings of the research we sought to find the truth. Further research confirmed that TAFE NSW is a credible choice.
Insight
Most of us want to achieve something or be something. And as we enter the workforce, progress through our careers or pursue our life’s passions, our goals can change.
Solution
We saw an opportunity to own ambition and we can because 85% of TAFE graduates vs. 68% of university students get a job within 6 months of graduating. We needed to stop selling education and start selling opportunities.
And TAFE NSW can empower us to do this. It’s why TAFE exists – no matter what it is you want to be, a carpenter, community carer, bee keeper or financial controller. With over 1200 courses across 130 campuses, qualifications from certificates to degrees, leading industry connections and flexible learning online or face to face, TAFE is able to help every person achieve every ambition.
Results
We found when we do sell ambition it works. After viewing the ‘Be Whatever You Want To Be’ TVC, 94% of respondents indicated that they thought TAFE could get them the job they want or give them the career they desire. The campaign was seen as modern and innovative, relevant, and increased the attractiveness of studying at TAFE.