TRANSFORMING AUSTRALIA'S LARGEST SKILLS PROVIDER

Brand Strategy
TAFE NSW is one of Australia’s oldest and most integrated institutions in the educational landscape. Operating under 11 semi-autonomous institutes, each institute had its own branding, courses, and services, leading to a fragmented brand landscape.

The Results
The One TAFE strategy transformed TAFE NSW into a unified, formidable skills provider, reinvigorating the institution and repositioning it as a “Plan A” for students.

High-impact marketing campaigns were executed, including OOH, transit, TVC, PR, digital, and trade media. Highly targeted programmatic and video content were used for engagement, along with lead nurturing, retargeting, and drip email campaigns for conversion.

The One TAFE brand successfully repositioned TAFE NSW, making it a ‘Plan A’ for a wide range of students and business partners, from school leavers to upskillers, enterprises, and Aboriginal communities.

The strategic alignment paved the way for significant growth and increased relevance in the educational sector, preventing TAFE from fading into irrelevance.

An extra 1 million consumers began studying with TAFE NSW, and there was a 49% increase in TAFE NSW brand search, indicating a successful shift in public perception.