VET International Marketing Brief – Breakfast Consultation

1. Australian Vocational Education and Training International Engagement Mark FittAustralian 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

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. Industry relevance and mention of the AQF and AQTF are required to describe the VET system Training packages, a nationalised governance system and diversity of training providers were considered least important in describing Australia’s VET system. Role of industry in course design Australian qualifications framework Australian quality training framework National systems of governance (national quality council) Training packages National training systems Diversity of training providers % of Respondents Q: The following topics are commonly used when describing Australia’s VET system. Please rank the below topics in order of importance. n= 215

8. Global Opportunity, Pathways to Work and Study, and Government Endorsement are key provider messages Key messages currently used by respondents to promote VET Worldwide opportunities “Global opportunity with Australian qualification.” “Study in Australia – work at any place in the world.” “Creating a World of Opportunities.” 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.” 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.” 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.” Affordable education “Value for money.” “Affordability.” “Cheaper than the degree.” “The cheap and best way to obtain Universities Degrees.” Q: Please describe they key messages that you currently use to promote your institution and your VET products and services. n= 215

9. International and domestic agents are an essential communication channel 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. % of Respondents Q: Looking at the following list, please select your primary promotional tool. n= 212

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 VET sector promotion (students and corporate ) Strategic / Highly organised Ad hoc 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 High UK Australia Germany • The perceptual map shows how Australia is perceived compared to competitors on quality and lifestyle factors • Competitors Key Messages Canada NZ Quality Singapore Low High Lifestyle

13. Proposed Positioning Statements

14. Where to from here

15. Facilitated Discussion