TAFE Test

TAFF/CFLCommunication plan : 

TAFF/CFLCommunication plan

objectives : 

objectives To create an awareness covering at least 10,000 from the target group for TAFE/CFL and relevant courses by end February 2009. To recruit a minimum of 200 students for initial courses during the 1st intake

Marketing strategy : 

Marketing strategy Target group Primary School levers who are looking for academic qualifications in marketing and hospitality industries to migrate to Australia/to do higher studies in Australia Secondary Working executives/staff who wants to obtain a practical qualification to migrate to Australia Working executives who do not have time to devote for studies but wants a professional qualification to peruse carrier/to migrate to Australia Positioning An Australian qualification with international recognition at a very affordable price Unique selling point “Education for Employment” the most practical highly reorganised qualification around, for employability

Communication strategy : 

Communication strategy ATL Maximum of two press ads to break the ice A discussion on TAFE programmes and its partners through Art TV/ETV using personal contacts BTL Press conference school carrier guidance ( organise through the school for the immediate past students) email broacher to companies/ immediate past students EDEX exhibition

Press conference : 

Press conference Objective Create an awareness of TAFE/CFL and its partners regarding the courses among media/HR professionals/ school principles ( 75 people) Strategy video clip covering TAFE and the local partners three 10 minutes each presentations at the conference by Australian high commissioner, TAFE Australian representative and CFL presenter followed by Q & A session and cocktails Material Docket for participants, video clip, backdrop, stand-in pennants Estimated cost 400k max + refreshments and venue

Electronic broacher : 

Electronic broacher Objective Create awareness among working group through HR professional awareness among immediate past school leavers Strategy Kumudu use the database and send the e broacher directly through NEXT Material E-mail Cost Zerro

EDEX Exhibition : 

EDEX Exhibition Objective Attract the target customers covering all three segments Strategy the stall should be dressed in a professional manner with appropriate materials (can use some of the materials used for press conference) Stall should be manned representatives from CFL,NEXT and Mt Lavinia hotels Material can use some of the materials used for press conference Cost Mr Kariyawasam to specify

Carrier guidance : 

Carrier guidance Objective Attract immediate school leavers for TAFE courses. Strategy Through the school principles organize, one hour sessions for each school for immediate past students Delivery – by TAFE Australian representative + one representative each from CFL,NEXT and Mt Lavinia hotel Venue –school, participants – 100 -125 Material Video clip , broacher for participants,) backdrop and pennants (use the same press conference materials Cost for refreshments and broachers

Few points to ponder … : 

Few points to ponder … Material should be developed to high class quality with more focus on education for employability in Australia, and pathway for higher education in Australia ( course details will be the base product) Convert intention into action as Kumudu mentioned its very important to have a back up support system to convert prospective callers to confirm students. Pricing has to be finalised before we launch the campaign with payment facilities if any. Lecturer panel ultimate success and sustainability will lies on the quality of lecturers. Need to focus more on this area

Thank You !!! : 

Thank You !!!