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POSITIONING VICTORIA

POSITIONING VICTORIA. Presentation to VTA Conference Victorian TAFE in the Global Economy 22 April 2005 Sue Christophers General Manager, International Division Department of Education & Training. PURPOSE. To inform VTA of the outcomes of the Positioning Victoria Working Party

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POSITIONING VICTORIA

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  1. POSITIONING VICTORIA Presentation to VTA Conference Victorian TAFE in the Global Economy 22 April 2005 Sue Christophers General Manager, International Division Department of Education & Training

  2. PURPOSE • To inform VTA of the outcomes of the Positioning Victoria Working Party • To outline implementation of the outcomes • To seek VTA members input and advice on key issues going forward

  3. BACKGROUND • Positioning Victoria a Global Pathways initiative • Purpose: provide advice to Minister on strategies to position Victoria as a preferred study destination • Membership: cross sectoral (including TAFE), cross government

  4. Background(cont.) • Project’s Changing Context • Change in environment: markets and moods • $5.7 million from “Victoria Leading the Way” • Increased awareness of • Whole of Government interest and implications • Value adding as Government’s role • Inter-connectedness of strategies

  5. Background(cont.) • Process: research, consultation • Report and Business Plan to Minister • Outcome: PVWP Report and Business Plan basis for strategies to be implemented in 2005-07

  6. STRATEGIES FOR IMPLEMENTATION • Branding • Positioning and Promotion • Market Research and Strategic Planning • Support and Loyalty Programs • Industry and Product Development • Policy and Operational Reforms

  7. IMPLEMENTATION OVERVIEW • Stage 1 (from 2005): • Branding • Positioning and promotion • Activities to strengthen service delivery off-shore

  8. Implementation Overview (cont.) • Stage 2 (from 2006): • Industry and professional development for enhanced customer service • Product development, focussed on innovation and best practice. • Stage 3 (from 2006): • Continuous review and refinement processes

  9. BRANDING • Generic Victorian international education brand • Value proposition: clever, cultured and caring • Component of Brand Victoria project • Linkage with international marketing of Victoria’s tourism, skilled migration, and exports • Anticipated completion October 2005 • Attributes Victorian, name Melbourne

  10. POSITIONING & PROMOTION • Key features • Targeted promotional campaigns using brand • Victorian student portal • Resourcing off-shore offices in selected markets to promote Victoria’s education and training (e.g. VGBOs) • Tracking brand and campaign effectiveness

  11. MARKET RESEARCH & PLANNING • Targeted research for market intelligence that informs business planning • Country strategies in selected markets • Confirmation of priority markets • Traditional, emerging, pioneer • Stakeholder input and briefing

  12. SUPPORT & LOYALTY PROGRAMS • Access to products and services of particular interest to international students • Scholarships • Bursaries • Advocacy program/Alumni network • Strategies • Demonstrate cultured and caring • Strengthen ambassadorial/advocacy role of students and teachers

  13. INDUSTRY & PRODUCT DEVELOPMENT • To strengthen over-all quality of customer service • Increased availability of and access to professional development programs • Support for product innovation and best practice projects

  14. POLICY & OPERATIONAL REFORMS • Visas • Issues • Policy (classification) • Customer service • Visa Taskforce • Schooling for post-graduates’ dependents • Transport concessions

  15. NEXT STEPS • Positioning Victoria Advisory Group for • High level support and guidance on strategy implementation • Stakeholder consultation and communication • Progressive roll-out of initiatives from mid-2005

  16. DESIRED OUTCOMES • Consolidation and extension of Victoria’s position as lead supplier of international education training in Australia • Increase in Victoria’s overall share of the global market • Increase in Victoria’s capacity to improve performance in the future

  17. IN CONCLUSION • Strategies address providers’ view of priority needs identified by PVWP: • Strategically planned and co-ordinated Victorian marketing effort • Provision of Government support for education export industry

  18. FOR FURTHER INFORMATION • contact • Janet Scarfe • Project Manager, Positioning Victoria • scarfe.janet.c@edumail.vic.gov.au

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