Client: South West TAFE
Project: Enrolment Campaign

When developing their 2014 enrolment campaign, South West TAFE wanted to make a real impact. With increasing competition in the vocational education and training sector and a proliferation of online courses, they wanted to differentiate themselves from the rest by clearly demonstrating their high level training standards and facilities.
But in positioning South West TAFE as a market leader, we wanted to ensure it wasn’t just chest pumping. We needed to prove it’s in the best interest of students and employers to commit to training at South West TAFE.
World’s Best Practice was employed as a new positioning statement to reflect their high level standard of training and facilities.
In attracting enrolments, we recognised price as a strong motivator to purchase, and we needed to openly acknowledge it as a factor but dismantle it as an issue.
‘You may find cheaper training. You won’t find better’ was the core message and was used in all outdoor media including window signage, bus and car backs.
We also considered the students journey not only in terms of gaining a qualification and career path, but from a personal level. “You’ll learn a lot about yourself at South West TAFE” explores the personal development of students and what they learnt about themselves from taking up further study.