1

Australian Vocational Education and Training International

Engagement

Mark Fitt

Australian Education International (AEI) VET Sector Executive Officer

2

VET International Marketing Brief –Breakfast Consultation

9 April 2008

3

Project Overview

• To develop a package of materials that outlines Australian VET sectors strengths to a range of international audiences

• Material must support full range of markets and activities/ product areas

• Materials should support the Study in Australia brand

• Take stock of existing materials and best practice, investigate global competitors

4

Outputs and audience

Project Outputs Target Audience

Capability Statement Corporate

Webpage content Student, corporate

Power point presentation Corporate

Brochure/fact sheets Student, corporate

Script for DVD Student/corporate

Distribution folder All

Media Messages/Kit Student/corporate

5

Project Status to date

• Formation of National Reference Group

• Audit of current materials messages and marketing tools

• National Consultations Jan- March 2008

• Online forum

• Country benchmarking

• Survey (216 participants)

6

Stakeholders have some clear views on communicating VET

Stakeholders perceive:• ‘Job readiness’ and ‘a recognised pathway to Higher Education in

Australia’ are core benefits of a VET qualification• ‘Australian government accreditation’ in the form of formalised

quality control processes delivers credibility.“Not just a local qualification, but nationally recognised and government backed.”

• The term ‘Vocational Education and Training’ to be poorly understood by international clients. - 54% of stakeholders rated their clients understanding as “no

understanding” or “poor understanding”.• the opportunity to gain permanent residency in Australia is a major

factor for international students- 58% of stakeholders claimed it was ‘quite important’ or ‘very important’ to

their clients

7

7

5

24

29

7

23

11

9

13

17

16

15

18

13

13

15

15

8

22

14

15

18

12

13

13

18

12

14

19

18

10

13

13

14

16

22

9

11

14

11

24

20

15

12

11

10

8

6

17

0 20 40 60 80 100

7 Least important 6 5 4 3 2 1 Most important

Industry relevance and mention of the AQF and AQTF are required to describe the VET system

Q: The following topics are commonly used when describing Australia’s VET system. Please rank the below topics in order of importance.n= 215

Training packages, a nationalised governance system and diversity of training providers were considered least important in describing Australia’s VET system.

Diversity of training providers

National training systems

Training packages

National systems of governance (national quality council)

Australian quality training framework

Australian qualifications framework

Role of industry in course design

% of Respondents

8

Q: Please describe they key messages that you currently use to promote your institution and your VET products and services.n= 215

Key messages currently used by respondents to promote VET

Preparation for the future“Good for future career and pathway to higher education.”

“Our qualifications are a pathway to acquiring further educational and employment opportunities.”

“Your future start here!”“Optimal investment in the future.”

High Quality“High Quality of Training.”

“VET guarantees a high quality education and provides you with a ‘unique selling point’ in your CV.”“Excellent quality of the programs offered.”

“Live Learn and Experience 20 years of Quality Education.”

Government endorsed“Australian government accreditation.”

“The course is government accredited and recognised.”“Government Accredited courses.”

“Government endorsed and industry relevant.”

Hands on training“Pathways to higher education, graduates are job-ready.”

“Practical training that provides you the skills to find work in your chosen industry.”

“About the real world of work, hands on, skills based.”

Worldwide opportunities “Global opportunity with Australian qualification.”

“Study in Australia – work at any place in the world.”“Creating a World of Opportunities.”

Global Opportunity, Pathways to Work and Study, and Government Endorsement are key provider messages

Affordable education“Value for money.”

“Affordability.”“Cheaper than the degree.”

“The cheap and best way to obtain Universities Degrees.”

9

International and domestic agents are an essential communication channel

Hard copy material9%

Agent training programs4%

Partnerships with other Australian education providers in a foreign

country4%Country visits by

marketing staff doing information sessions

9%

Other10%

Don’t know/don’t use any4%

Visiting partners overseas

4%

Use of international and domestic agents

31%

Use of own organisational website

11%

Website advertising8%

Online applications and direct marketing

2%

Advertising in-country - press, radio or tv

4%

Q: Looking at the following list, please select your primary promotional tool.n= 212

Nearly one-third of respondents rely on agents as a means of promoting offshore. Self-produced material (hard copy material and own organisational websites) are also critical.

Others Included (n=23)

Word- of-mouth11

people

Don’t know/ don’t use any

1 perso

n

Others11

people

% of Respondents

10

International Competitor Analysis

• New Zealand, Singapore, UK, Canada and Germany

• Global demand for VET is increasing … and so is supply • Significant changes to student destinations and mobility patterns• Competitors becoming increasingly savvy in promotion of national education

systems - many now with VET specific strategies- Increased national strategies / policies across many countries to target the

international student market - Increased budget and spending on marketing and promotions- Diverse and targeted marketing and promotion strategies adopted- Coordinated industry/government responses to capture the opportunities- Increased ‘in-market’ activities via on the ground staff- Increased use the web - targeted local web site developed

• Full ‘internationalisation’ strategies being adopted (not just sales strategies

11

Continuum of Marketing Approach Adopted

Ad hoc Strategic / Highly organised

VET sector promotion (students and corporate )

Promotion and marketing is just one consideration- other key success factor in international markets is coordination

and ability/mechanisms to respond

12

Competitor Positioning and Unique Selling Proposition

Australia Germany UK Singapore Canada New Zealand

Industry led Quality assured Nationally consistent Leads to employment Portable and flexible (pathways)

Industry led Quality training Employment outcomes Lifestyle Portable and flexible Diverse choice Easy access to programs and providers

Career based All round diversity Small classes Industry ready graduates Courses designed around students International recognition Lifestyle options

Provides pathways to further education Develops technical skills Flexible programs Practice oriented Well accepted by employers Practical skills are provided

Courses meet the training needs of industry Courses are dynamic and consistently changing to meet needs Employer-centred curriculum Comprehensive learning institutions

Industry and employer recognised Federally regulated International focus Employment highly assured following graduation High education standards Diverse courses Great lifestyle

Lifestyle

Quality

UK Australia

NZ

Canada Germany

Singapore

• The perceptual map shows how Australia is perceived compared to competitors on quality and lifestyle factors

Competitors Key Messages

High

High Low

13

Proposed Positioning Statements

Students

Australian Vocational Education and Training –Your pathway to a global career

Corporate

Australian Vocational Education and Training – Your partner in global skilling (solutions)

14

Where to from here

Date ActivityApril 2008 Industry feedback and comments on research

findings and key positioning statements

April-May 2008 “Road testing” of materials on upcoming missions and programs

Mid May 2008 Final project report to AEI/DEEWR mid May 2008

June 2008 Sector access to materials for use in international promotion and awareness raising

15

Facilitated Discussion