Magnifying the value of the brand
Following two years of change, TAFE Riverina identified the need to magnify the value of its brand and promote the benefits it delivers to regional communities. We were appointed to act as Quasi Marketing Director to develop a strategic Marketing Master Plan that scoped the approach we would take to turn the brand around.
Building a compelling positioning, communications and experience
Over 18 months, we led the marketing and senior leadership teams through a comprehensive and collaborative brand, marketing and communications process, with a strong focus on establishing and monitoring KPIS and employee engagement.
This included business line immersions to build the initial positioning territories, followed by extensive research with current and prospective students, business customers and employees to explore the territories and customer journey, to identify key issues with experience delivery and insights for communications.
We delivered Brand positioning and messaging, Brand experience workshop to prioritise key areas for improvement, Employer brand, Marketing Plans for Students and Business customers, Communications Plan, Content Strategy, Signature Programs Strategy, further research and direction for TAFE NSW Creative.
Multiple stakeholder and employee engagement presentations, working sessions and communications were developed throughout.
With The Hallway