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Phase 2 – Implementation, 2008-09

A number of key activities were identified for implementation by the Joint National Communications Project in 2008.

Implementation project 1 – Synthesis of the four phase 1 research projects

The findings of the four pieces of phase 1 research were analysed and drawn together into a single report, VET – an Integrated Marketing Action Agenda. The analysis identified connections, inferences or conclusions about how the combined research contributes to the overall objectives of the Joint National Communications Project, and outlined what should be done to further those objectives. It assessed the underlying key implications across the research for the promotion of vocational education and training and increasing the flow of people into, and their retention in vocational education and training.

This work also reported separately on each of the four research projects in four stand-alone documents to be used as a method of communicating with stakeholders about the projects and their findings and recommendations.

Implementation project 2 – Case studies of online entry points

This study identified a range of education sector online entry points for enrolment and/or course information and developed case studies of five systems (two Australian university, two TAFE and one international) having relevance to the needs of the Australian VET sector.

The case studies provide extensive details of the target audience(s) and services provided by each system, including how they are managed and funded, user information provided and to whom they have been promoted. The report identifies and details 26 functions that would need to be addressed in the design and functionality of a national single point online admissions system.

Implementation project 3 – Making use of industry champions

This project, expected to be completed by March 2009, will identify and engage a group of individuals who have undertaken VET qualifications, now have a high profile in the community and would be effective champions in the promotion of VET in specific industry sectors. Industry champions’ minimum commitment is to agree to have profiles developed and used for marketing purposes in the VET sector and an indication of their preparedness to be considered for other activities which could include the use of case studies, motivational speaking, and attendance at public events.

Implementation project 4 – Key messages and branding strategies for marketing VET

This project to be undertaken in February – June 2009, will focus on developing key messages for marketing VET that would appeal to people in the Australian community and would attract them to consider VET. The messages are required to be capable of being used in marketing products generated independently by state and territory governments and the private sector. Messages are to be tailored to specific market segments based on evidence from the phase 1 research activities of the Joint National Communications Project.

In addition, the work will undertake an assessment of the value and challenges of branding in VET. For this project, branding is about the identity of VET rather than the use of logos.

Implementation project 5 – Defining the elements of VET

To address phase 1 research findings that support the view that many in Australia do not understand the complex, diverse VET sector, this project seeks an overall description of the elements of VET that makes sense to key users of the VET sector. This is expected to be presented in an information product or products that can be used widely in the Australian community.

The product(s) developed will focus on the user and include information presented in a way that meets the information needs and learning styles of two distinct user groups in VET – those who undertake VET courses; and employers who offer places for apprentices or trainees, employ people with VET qualifications or provide VET training for their employees. Development of the product(s) will also consider the needs of parents, career advisors and the general community.

It is anticipated that the product(s) will also be used widely as an information base for the development of marketing material about VET, helping to ensure message consistency across the sector, nationally.

The project is expected to be undertaken in February – May 2009.

the following information is required for metadata purposes, please ignore. [title]Phase 2 – Implementation, 2008-09[/title] [summary]

A number of key activities were identified for implementation by the Joint National Communications Project in 2008.

Implementation project 1 – Synthesis of the four phase 1 research projects

The findings of the four pieces of phase 1 research were analysed and drawn together into a single report, VET – an Integrated Marketing Action Agenda. The analysis identified connections, inferences or conclusions about how the combined research contributes to the overall objectives of the Joint National Communications Project, and outlined what should be done to further those objectives. It assessed the underlying key implications across the research for the promotion of vocational education and training and increasing the flow of people into, and their retention in vocational education and training.

This work also reported separately on each of the four research projects in four stand-alone documents to be used as a method of communicating with stakeholders about the projects and their findings and recommendations.

Implementation project 2 – Case studies of online entry points

This study identified a range of education sector online entry points for enrolment and/or course information and developed case studies of five systems (two Australian university, two TAFE and one international) having relevance to the needs of the Australian VET sector.

The case studies provide extensive details of the target audience(s) and services provided by each system, including how they are managed and funded, user information provided and to whom they have been promoted. The report identifies and details 26 functions that would need to be addressed in the design and functionality of a national single point online admissions system.

Implementation project 3 – Making use of industry champions

This project, expected to be completed by March 2009, will identify and engage a group of individuals who have undertaken VET qualifications, now have a high profile in the community and would be effective champions in the promotion of VET in specific industry sectors. Industry champions’ minimum commitment is to agree to have profiles developed and used for marketing purposes in the VET sector and an indication of their preparedness to be considered for other activities which could include the use of case studies, motivational speaking, and attendance at public events.

Implementation project 4 – Key messages and branding strategies for marketing VET

This project to be undertaken in February – June 2009, will focus on developing key messages for marketing VET that would appeal to people in the Australian community and would attract them to consider VET. The messages are required to be capable of being used in marketing products generated independently by state and territory governments and the private sector. Messages are to be tailored to specific market segments based on evidence from the phase 1 research activities of the Joint National Communications Project.

In addition, the work will undertake an assessment of the value and challenges of branding in VET. For this project, branding is about the identity of VET rather than the use of logos.

Implementation project 5 – Defining the elements of VET

To address phase 1 research findings that support the view that many in Australia do not understand the complex, diverse VET sector, this project seeks an overall description of the elements of VET that makes sense to key users of the VET sector. This is expected to be presented in an information product or products that can be used widely in the Australian community.

The product(s) developed will focus on the user and include information presented in a way that meets the information needs and learning styles of two distinct user groups in VET – those who undertake VET courses; and employers who offer places for apprentices or trainees, employ people with VET qualifications or provide VET training for their employees. Development of the product(s) will also consider the needs of parents, career advisors and the general community.

It is anticipated that the product(s) will also be used widely as an information base for the development of marketing material about VET, helping to ensure message consistency across the sector, nationally.

The project is expected to be undertaken in February – May 2009.

[/summary] [coverage]Australia[/coverage] [audience]All Audiences[/audience] [industry]All Industry Sectors[/industry] [modified_date][/modified_date] [created_date]1232632800000[/created_date] end of page metadata information.