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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

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
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
background
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
background cont
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
background cont1
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
strategies for implementation
STRATEGIES FOR IMPLEMENTATION
  • Branding
  • Positioning and Promotion
  • Market Research and Strategic Planning
  • Support and Loyalty Programs
  • Industry and Product Development
  • Policy and Operational Reforms
implementation overview
IMPLEMENTATION OVERVIEW
  • Stage 1 (from 2005):
  • Branding
  • Positioning and promotion
  • Activities to strengthen service delivery off-shore
implementation overview cont
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
branding
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
positioning promotion
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
market research planning
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
support loyalty programs
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
industry product development
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
policy operational reforms
POLICY & OPERATIONAL REFORMS
  • Visas
  • Issues
    • Policy (classification)
    • Customer service
  • Visa Taskforce
  • Schooling for post-graduates’ dependents
  • Transport concessions
next steps
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
desired outcomes
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
in conclusion
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
for further information
FOR FURTHER INFORMATION
  • contact
  • Janet Scarfe
  • Project Manager, Positioning Victoria
  • scarfe.janet.c@edumail.vic.gov.au