A keynote speech at the VET Industry Drinks event "A Compliance Guide to Marketing" on 25th of May 2015. This event was hosted by Circulus Education and Fairfax Media, with the purpose of helping RTOs gain a better understanding of ASQA Standard 4 on marketing & advertising. It is imperative that RTOs learn of the best practice and most effective way to attract the right students. This keynote was delivered by Travis May, Digital Marketing Specialist from Fairfax Media. A full recap of the event and its key takeaways: http://circulus.com.au/recap-a-compliance-guide-to-marketing-in-vet-melbourne-may-25/. www.circulus.com.au

1. HOW TO HAVE
PROSPECTIVE
STUDENTS
FALL IN LOVE
WITH YOU FOR ALL
THE RIGHT REASONS

2. WHAT TODAY IS ABOUT
barriers
where are we
now?
where we need
to get to

3. WHERE ARE WE NOW?
⊡ New regulations
⊡ Some incentive based tactics are no longer
possible
Old tactics are no longer possible or no longer
work.

4. WHAT ARE THE BARRIERS
⊡ Capabilities
⊡ Capacity
⊡ Resources
⊡ Budget
⊡ Regulation/Governance/Compliance
⊡ Audience

5. WHERE DO WE NEED TO GET
TO?
⊡ Truly connecting with prospective students
⊡ Product/course differentiation
⊡ Building brand equity
⊡ Smart utilisation of budget

6. LET’S GET SOME INSIGHT
To help break through some of the barriers we’ve focused on uncovering
key insights about your target audience that can be used in future
strategy.

7. INSIGHT LED STRATEGY
Tactics ChannelsProduct Resources Budget

8. FURTHER EDUCATION
AUDIENCE STUDY
Explore the attitude towards further education providers
amongst the Fairfax audience, with a focus on the
decision making process.
10 min online survey
n=601

9. INSIGHT 1
Further study satisfies a range of individual needs including personal,
professional and social.
1

10. 4 in 10
of 18-24 year olds are very interested in further study in the next few months
1 in 5
of 55+ year olds are very interested in further study in the next few months
1 in 3
of 35-54 year olds are very interested in further study in the next few months

11. BUT WHY DO THEY CARE?
18 - 34 year olds
❖ To change
careers
❖ Career
advancement
35 - 54 year olds
❖ Professional
certification
❖ Greater
responsibility
55+ year olds
❖ Personal
interests
❖ Giving back

12. “
To keep abreast with current technology
development and not be left behind by Gen Y.

13. FOCUS ON THE TRIGGERS
Motivation is already high, focus on the triggers that will make the desired
behaviours take place.

14. INSIGHT 2
Audience are openly asking for your help when it comes to course
direction.
2

15. 1 in 3
acknowledge they are lost in choosing a course
1 in 5
don’t even know the options available
1 in 3
agree they would like more support in choosing a course

16. SUPPORT IS KEY
What can you do to support them?

17. INSIGHT 3
Half believe that VET study is favourably comparable to University
qualifications.
3

18. 84%
agree VET offer more practical courses than universities with more hands-on
experience
59%
believe a VET qualification will lead to a job
74%
agree VET are more affordable than University

19. “TAFE are industry and workplace relevant in
their orientation, provide practical skills in
addition to the theoretical. TAFE qualifications
are well-accepted. They are accessible in a
majority of towns throughout NSW and very
accessible on-line. Not everyone is interested or
needs university or academia. My experience of
university education is that it can sometimes be
remote from reality - many tutors are more
interested in publishing and self promotion than
teaching.

20. 64%
believe they are taught by people who’ve worked in the industry
56%
believe VET providers provide first rate education
57%
believe they make you job ready

21. “
I already have a primary qualification and the
new qualifications I am seeking are available
only through TAFE and private colleges.

22. BELIEF ALREADY EXISTS
The audience already believe in what you do. The opportunity exists to
utilise this belief and connect them to the right provider and the right
course.

23. INSIGHT 4
The course selection process is also the product
4

24. WHAT’S THE MINDSET
⊡ Up skillers feel encouraged
⊡ Job switchers feel uncertain and overwhelmed
⊡ Those returning to work feel uncertain
⊡ 55+ feel confident

25. As much as prospective students are buying into your
course offering they’re also buying into your process to
helping them make the decision.

26. CONNECT
So how do you
connect?

27. IT’S ABOUT STORYTELLING
Communicate your value proposition
(your story)

28. AND BRING TRUE VALUE TO
THEIR EXPERIENCE
Direction. Belief. Confidence. Support. Insight. Perspective. Help them
join the dots. Understand. Sympathise. Address objections. Show the
journey. Connect. Facilitate. Coach.

29. SCALABLE STORYTELLING
What’s the best way to do this at scale?

30. TELL YOUR STORY
And learn to tell
it on each
platform

31. SIX STEPS
1. Understand
2. Give value
3. Tell a story
4. Have a conversation
5. Coach and guide
6. Repeat

32. WANT
MORE?
Connect with me
linkedin.com/in/travisdmay
travis.may@fairfaxmedia.com.au