TAFE NSW: The life-changing impact of TAFE NSW

TAFE NSW, a vocational education and training provider, launched their "Life Changing Impact" campaign to drive growth in website traffic and enrolment, address their negative brand perception, and stimulate industry and employer (B2B) endorsement.

Executive summary

In the face of declining student enrolments and weakening brand relevance, TAFE NSW's initial 'Be Ambitious' advertising campaign response from 2017 to mid-2019 was unsuccessful in addressing brand challenges. In fact, the approach made things worse. The creative campaign attempted to make TAFE NSW more 'cool and youthful' and the media strategy also tried to be 'too cool' focusing on niche targeting. So, at the end of 2019, we embarked on a process of completely overhauling the approach to create an 'authentic' brand campaign and new media strategy. The turnaround was remarkable, not only was the decline arrested,...

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