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TAFE NSW Version 1.0 of 39

CHANGE PLAN

Communications & Marketing

Contents

1. Background of organisational change ..................................................................................................................... 2

2. Rationale for this organisational change ................................................................................................................. 2

2.1. Design Principles ............................................................................................................................................. 3

3. Communications & Marketing functions ................................................................................................................ 3

3.1. Research & Insights ......................................................................................................................................... 4

3.2. Industry & Partner Marketing ......................................................................................................................... 4

3.3. Creative Services ............................................................................................................................................. 4

3.4. Marketing ........................................................................................................................................................ 5

3.5. Marketing Technology & Operations .............................................................................................................. 5

3.6. Corporate Communications ............................................................................................................................ 5

3.7. Corporate Affairs ............................................................................................................................................. 5

4. Location considerations .......................................................................................................................................... 6

5. Modernisation portfolio roles ................................................................................................................................. 6

6. Consultation and communications.......................................................................................................................... 7

6.1. Consultation and Feedback ............................................................................................................................. 7

6.2. Communication Strategy ................................................................................................................................ 7

7. Support and additional employee considerations .................................................................................................. 7

8. Employees impacted by the organisational change ................................................................................................ 9

8.1. Impact on delivery and students ..................................................................................................................10

8.2. Impact on employees with special needs .....................................................................................................10

9. Placement process and next steps ........................................................................................................................11

9.1. Pre-Placement Process .................................................................................................................................11

9.2. Placement Process ........................................................................................................................................12

9.3. Management of excess employees ...............................................................................................................14

9.4. Management of temporary employees ........................................................................................................14

APPENDIX 1: ORGANISATION CHART ........................................................................................................................16

APPENDIX 2: COMPARATIVE ANALYSIS (FUTURE VS. CURRENT POSITIONS) ............................................................17


1. BACKGROUND OF ORGANISATIONAL CHANGE

TAFE NSW is Australia's leading provider of vocational education and training with over 500,000 annual enrolments and a reputable history for setting the benchmark for quality service. As the NSW public provider, it supports the NSW Government's priority to grow skills for the economy and jobs of tomorrow. Critically, TAFE NSW plays a vital role in providing vocational education in rural and regional NSW, and job training pathways for the most vulnerable in the community.

TAFE NSW operates as a single entity with a network of Regions offering the best of campus-based delivery as well as flexible, online and work-based learning. Collaboration, diversity and the strong relationships between Regions contribute to and magnify the value of TAFE NSW and importantly, the benefits that TAFE NSW delivers to students, employers and local communities.

In a rapidly changing economic landscape and an increasingly contestable funding environment, TAFE NSW needs to be more competitive. TAFE NSW is embracing the challenge of modernising the organisation to be a corporate, commercial and sustainable business while maintaining its wider economic and social role in supporting the NSW Government's goals. Refocusing TAFE NSW to become more customer-focused and more commercially aware will be a necessary foundation for TAFE NSW’s future success.

This organisational change within the Communications and Marketing branch is critical to TAFE NSW’s goals of modernisation, and ensuring a sustainable future within an increasingly competitive environment.

2. RATIONALE FOR THIS ORGANISATIONAL CHANGE

The following section outlines the principles and rationale used to develop the proposed organisation design for One TAFE and for the Communications and Marketing function.

A consistent approach was used in the design of the ONE TAFE operating model, supported by an underlying set of principles, including:

• Building an organisation that enables TAFE NSW to compete on the global stage as a world class education provider.

• Designing and incorporating into our operation controls, policies and procedures that deliver consistency and quality.

• Enabling regions with the freedom to focus on the provision of education products and services to our customers.

• Developing a business partnering model that links regions with corporate functions.

• Dispersing corporate office functions across the state to work together through communications technology.

• Designing and endorsing processes that reduce duplication and identify responsibilities and accountabilities.

These principles informed the proposed structure, in addition to the specific considerations for each functional branch (described below in Section 2.1).


2.1. Design Principles

Within the context of the design principles for One TAFE, a subset of design principles applicable to the Communications and Marketing Branch have been used.

• The Communications and Marketing Branch will to bring together the current ten Institutes’ communication and marketing functions that have historically been operating autonomously, and going to market as competitors with individual TAFE brands and activity.

• By capitalising on opportunities for efficiency and designing a unified communications and marketing function, TAFE NSW will be able to:

o Leverage the scale of TAFE NSW (intellectual assets, workforce, infrastructure and geographic reach) to support the organisation’s objectives to grow enrolments, revenue, completions, profitability and to operate commercially in a competitive contestable market.

o Grow new student enrolments and revenue for TAFE NSW by going to market with a single TAFE NSW brand to rapidly, efficiently and effectively establish and position that brand strongly in the market.

o Reduce duplication of effort, advertising spend, investments and strategic initiatives across TAFE NSW, and re-allocate resources to drive additional new student enrolment and revenue outcomes via engagement in high profile marketing and sponsorship activities, strategic partner initiatives and growth industries and segments.

o Gain transparency over all communication and marketing activities and performance, with the implementation of integrated digital platforms and systems to deliver accurate and consistent reporting to provide insights for optimising spend and activity to generate better outcomes.

o Build a team of communications and marketing specialists to support the delivery of key functions, enabling greater depth of expertise and experience in the team to deliver best in class performance.

o Develop a team structure that enables clear succession planning, identifies capability building requirements and offers more career development opportunities for our employees.

3. COMMUNICATIONS & MARKETING FUNCTIONS

Under the new Communications & Marketing Branch structure there are eight functions: Research & Insights, Industry & Partner Marketing, Creative Services, Marketing, Marketing Technology & Operations, Corporate Communications, Corporate Affairs, and Student Sales. This organisational change addresses all functions within Communications & Marketing except Student Sales. This unit will be addressed in Phase 2 in a later consultation group and will remain largely regionally based.

The purpose of the Communications and Marketing Branch is to deliver consistent revenue growth for TAFE NSW, building and delivering a cohesive OneE TAFE customer-led marketing and brand strategy for all stakeholders and customers across the entire organisation.


3.1. Research & Insights

The Research and Insights function builds and executes the TAFE NSW marketing research plan, delivering insights for the Branch to support marketing plans, communications plans, campaigns, student sales and business development plans. The function completes both primary and secondary research and delivers insights and analysis of market trends, competitors, segments, campaigns, marketing and sales channels, customer profiles, and partnerships.

3.2. Industry & Partner Marketing

The Industry and Partnership Marketing function delivers annual TAFE NSW enrolment and engagement targets for key industry sectors (SkillsPoints) via the design and execution of the TAFE NSW Industry (SkillsPoints) Marketing and Student Sales Plan. The function also supports business development growth targets via effective Business-to-Business (B2B) marketing and is responsible for establishing commercial co-marketing partnership opportunities with targeted organization’s aligned to the TAFE NSW brand. The function acts as the interface between the SkillsPoints and the Communications, Student Sales and Marketing teams.

3.3. Creative Services

Creative Services functions as the in-house creative agency for TAFE NSW’s creative deliverables including graphic design, web and digital design, copywriting, and video production. This function delivers excellent quality, on-brand creative deliverables to position TAFE NSW as a leading and innovative brand in the education marketplace, supporting the achievement of lead generation targets, brand awareness and overall


TAFE NSW business objectives. The function supports the delivery of campaigns, with a particular focus on deliverables required by the Corporate Communications and Industry & Partnership Marketing teams. As there is now a greater level of expectation and development on this function, it will be co-located.

3.4. Marketing

The Marketing function is responsible for leading the development and implementation of TAFE NSW brand strategy and marketing plans to achieve enrolment targets, brand awareness and overall TAFE NSW business objectives. The function works across the entire Branch to develop the annual integrated TAFE NSW marketing and communications plan and activity calendar. This function implements best in class marketing campaigns and activities stemming from deep customer and market insight, to deliver accurate messaging, channel selection and creative execution to deliver TAFE NSW enrolment targets. The function delivers the overall TAFE NSW lead generation target for marketing via large-scale integrated campaigns, events, sponsorships, social media programs, international and digital marketing. The function is accountable for the ongoing development and support of the TAFE NSW brand strategy and owns and delivers the brand health targets.

3.5. Marketing Technology & Operations

The Marketing Technology & Operations function is responsible for optimising the connection between marketing and ICT and for making evidence-based recommendations regarding technologies, platforms and their implementation across the marketing team to support the delivery of the TAFE NSW Marketing and Communications strategy. The function also supports all operational requirements of the Marketing, Communications, and Student Sales team members through effective planning, training, policy and process development, and adhering to compliance requirements. The function is accountable for marketing and communication policies for TAFE NSW, and coordinating and enforcing TAFE NSW policies impacting the Communications and Marketing Branch.

3.6. Corporate Communications

The Corporate Communications function is responsible for developing and executing the overarching communications strategy for TAFE NSW, which drives and promotes TAFE NSW’s brand, supports enrolments and helps build TAFE NSW’s reputation with all key stakeholders and the community at a local level. This includes supporting staff engagement through effective internal communications, stakeholder communications, and promotion of TAFE NSW staff and students through a proactive local media strategy. The function delivers effective media and communications at a local level, builds strong relationships with local media, and supports the regions with staff and stakeholder engagement.

3.7. Corporate Affairs

The Corporate Affairs function is responsible for providing strategic counsel to the Managing Director and TAFE NSW Executive to help protect and enhance the organisation’s reputation. This will be achieved through the development and execution of a proactive corporate communications strategy with key media and industry leaders and the effective management of issues that may impact the TAFE NSW brand and reputation. This function builds relationships with key corporate media with a statewide or national focus and serves all media enquiries relating to the Managing Director and the TAFE NSW Corporate Office. The function is the interface with communications and media counterparts in the Minister’s Office.


4. LOCATION CONSIDERATIONS

The rationale underpinning the locations of specific Communications and Marketing roles is largely influenced by the Communications and Marketing delivery model. There are four location models:

• Central function – Ultimo

• Central function - Sydney and Western Sydney

• Central function – Regional

• Region execution function – Regional

Many team roles will come under the Central function – Sydney and Western Sydney model due to the collaborative and integrated nature and requirements of the positions to support the overarching TAFE NSW communications and marketing strategy and activities.

The Central function – The regional model allows for certain central function positions to operate from regional locations. These roles have been assessed on the outputs and requirements of individual positions, and the ability of that role to operate effectively away from the Sydney team.

The Delivery Group (Regions plus TAFE Digital) execution function – This model is for specific roles where the main function of the position is to execute the overarching TAFE NSW marketing strategy and communications on a local and regional level, mainly through local events and media with positions within each Region for these functions.

5. MODERNISATION PORTFOLIO ROLES

To assist with establishing the new team, this Change Plan includes some temporary modernisation positions. These positions are highlighted in the organisational charts at Appendix 1.

These temporary positions can range in duration from six months to two years. To increase opportunities for TAFE NSW employees to apply for these positions all modernisation positions be location optional.

Where possible, modernisation positions will be filled through an internal Expression of Interest involving a merit selection process. However, there may be positions across different change initiatives where there is a need to bring in a specialist resource or additional resources to support internal resourcing levels. In these circumstances a range of strategies will be adopted to engage employees external to TAFE NSW.

Employees directly appointed to a permanent position within the new structure can still apply for modernisation positions (while maintaining the permanency attached to their substantive positions). Employees not directly appointed to a permanent position will also have the opportunity to apply for these modernisation positions.


6. CONSULTATION AND COMMUNICATIONS

6.1. Consultation and Feedback

On 20 March 2017, employees and unions were presented with the proposed structure for the Communications & Marketing Branch prior to consultation commencing. During the four-week Consultation phase (20 March to 13 April 2017), feedback submissions were received from employees, leaders and Union delegates.

A large volume of feedback sought clarity and provided feedback around resourcing levels, location, position descriptions accountabilities, grading and essential requirements. Key questions were raised regarding whether the International functional unit, which covers sales, agency and international students was incorrectly omitted from this organisational change, however on further investigation it was confirmed to be out of scope.

Feedback received from the Consultation phase has been given due consideration, and a thematic response document, which responded to feedback and any resulting changes to the proposed structure, was prepared and published.

6.2. Communication Strategy

A comprehensive communication strategy has been formulated to ensure all impacted employees and relevant stakeholders including unions are consulted with throughout this organisational change. The following mechanisms will be utilised throughout this change process:

a. Briefing sessions to outline key features of the change

b. Meetings with key stakeholders including unions to discuss the proposal

c. Dedicated intranet pages with access to change documentation and FAQs about the proposal and change process

d. A dedicated feedback channel on the intranet for employees and stakeholders to provide their feedback

e. Access to relevant policies and HR business partners to assist with policy interpretation

f. A thematic response document outlining the key themes and feedback received, along with responses and key changes to the proposed structure, at the end of consultation

7. SUPPORT AND ADDITIONAL EMPLOYEE CONSIDERATIONS

Several strategies have been identified to support and reduce the impact on affected employees during this organisational change process as follows:

a. Ensuring functions are spread throughout the state to support TAFE NSW’s regional presence

b. The reduction of boundaries for what is deemed to be a Sydney metro location - this is now considered to fall within the Sydney and Western Sydney Regions


c. Consideration of Long Term Temporary employees and employees on Higher Duties who meet the criteria at Step 1 of the Placement Process

d. When assessing if a current position is substantially the same as a future position, a benchmark of 50% accountability and scope match was utilised in the comparative assessment.

The health and wellbeing of our employees is essential to the success of TAFE NSW’s future. The following support framework has been established.

Type of Support Details How to contact

Employee Assistance Program (EAP)

If you would like assistance at any time during this process, advice and support is available from a confidential counselling service under the Employee Assistance Program provided by Davidson Trahaire Corpsych. EAP counsellors will be present onsite at all locations on day 1 of the consultation, and will make contact with all impacted employees during weeks 2 and 3 of the consultation process.

Call toll free: 1300 360 364 or visit: www.davcorp.com.au

Manager Assist This service is specifically for managers and leaders to provide support relating to team issues, also provided by Davidson Trehaire Corpsych.


Money Assist Money Assist provides confidential counselling, coaching and assistance to achieve enhanced financial wellbeing. This service is available to all employees and provided by Davidson Trehaire Corpsych


Career Transition Services (CTS)

This is a specialised service available to all impacted employees during organisational change. Services provided include resilience workshops, as well as coaching and short courses, preparing staff for any future job searches (e.g. Resume writing, interview preparation skills etc).

The service will also have the capability to match surplus employees to new opportunities in both the private and public sector. If there are skill gaps for any excess employees, they will be offered to partake in smart & skilled courses within TAFE NSW.

Hudson has coaches who are based in each Geographical region, which will drive consistency, as well as access to subject matter experts, specialising in the public sector, Aboriginal, disabled and mature aged workers.

Speak with your People and Safety (HR) representative

http://www.davcorp.com.au/




Line Manager Employees are encouraged to speak to their Line Manager if they have any concerns or are feeling anxious about the proposed changes

Line Manager

8. EMPLOYEES IMPACTED BY THE ORGANISATIONAL CHANGE

The Table below shows the breakdown by classifications and the impact on positions of the organisational change.

Current Proposed Net

Classification Current

Position FTE Current

Occupied FTE Current

Vacant FTE

Proposed Future

Position FTE

Net Impact on Position FTE

Principal Education Officer - - - - - Chief Education Officer 1.0 1.0 - - -1.0

Senior Education Officer 3.0 1.0 2.0 - -3.0

Clerk Grade 11/12 2.8 0.8 2.0 - -2.8

TAFE Manager 1 3.0 1.0 2.0 15.0 12.0

TAFE Manager 2 2.0 2.0 - - -2.0

TAFE Manager 3 4.0 2.0 2.0 3.0 -1.0

TAFE Manager 4 4.0 2.0 2.0 2.0 -2.0

TAFE Manager 5 3.0 1.0 2.0 4.0 1.0

TAFE Manager 6 - - - 4.0 4.0

PSSE Band 1 - - - - - Senior Officer Grade 1 1.0 1.0 - - -1.0

Senior Officer Grade 2 1.0 - 1.0 - -1.0

Senior Officer Grade 3 - - - - - TAFE Worker LEVEL 2 4.0 2.0 2.0 - -4.0

TAFE Worker LEVEL 3 4.5 2.0 2.5 3.0 -1.5


TAFE Worker LEVEL 5 - - 0.0 3.0 3.0


TAFE Worker LEVEL 7 - - - 6.0 6.0


TAFE Worker LEVEL 9 13.0 10.0 3.0 16.0 3.0

Totals 154.8 100.3 54.5 103.0 -51.8


The Table below shows the breakdown by classifications and the impact on employees of the proposed organisational change.

Current Proposed Net

Classification Total

Impacted Employees

Eligible Employees (Steps 1-3)

Eligible Employees (Step 6)*

Proposed Future

Position FTE

Net Impact on Employees

Principal Education Officer - - - - - Chief Education Officer 1 - 1 - -1.0

Senior Education Officer 1 1 - - -1.0

Clerk Grade 11/12 1 1 - - -1.0

TAFE Manager 1 1 - 1 15.0 14.0

TAFE Manager 2 2 2 - - -2.0

TAFE Manager 3 2 2 - 3.0 1.0

TAFE Manager 4 2 1 1 2.0 - TAFE Manager 5 1 - 1 4.0 3.0

TAFE Manager 6 - - - 4.0 4.0

PSSE Band 1 - - - - - Senior Officer Grade 1 1 1 - - -1.0

Senior Officer Grade 2 - - - - - Senior Officer Grade 3 - - - - - TAFE Worker LEVEL 2 2 1 1 - -2.0

TAFE Worker LEVEL 3 2 2 - 3.0 1.0

TAFE Worker LEVEL 4 26 11 15 19.0 -7.0





TAFE Worker LEVEL 9 10 7 3 16.0 6.0

Totals 105 62 43 103 -2

* includes employees who do not meet the criteria for LTT or Higher Duties

8.1. Impact on delivery and students

The finalised organisation structure has been designed to assist realising the One TAFE vision through the Strategic Plan. It’s intended to bring together people in a common structure to use the best of breed processes with systems and in doing so strengthen TAFE NSW’s focus on customers. The organisational changes do not directly impact service delivery.

The underlying basis of this organizational change is to keep as many positions as possible spread across the State, with the key objective being that it does not impact training delivery in rural communities.

8.2. Impact on employees with special needs

Employees identified with special needs that are impacted by this organizational change will be supported by People and Safety employees through individual case management. Processes will be put in place to ensure


that reasonable adjustments are implemented to support them through the change and implementation phases. Any employees requiring support should make contact with, and advise local People and Safety employees as soon as possible.

9. PLACEMENT PROCESS AND NEXT STEPS

9.1. Pre-Placement Process

Prior to commencing the placement process, it is necessary to ensure that all affected employees and resulting impacts have been identified appropriately.

All employees eligible for placement as part of the Communications and Marketing implementation will receive a letter via email confirming:

• Matching status – whether or not their position has been directly matched to any position(s) within the new structure

• For temporary employees, this include whether they meet the criteria to be deemed a long term temporary employee for the purpose of the Placement Process

Employees do not have to take any action when they receive their letter unless they wish to seek a review or withdraw from a position match.

Reviews may be requested based on one or more of the following reasons:

Review category Examples of why employees might seek a review

Matching Outcome There might be a different position that an employee was expecting to be matched to and wasn’t

Long Term Temporary Employment Status

A temporary employee might believe they meet the criteria to be considered a Long Term Temporary Employee (for the purposes of the Placement Process)

Inability to meet the requirements of the position

An employee might determine they do not possess the essential requirements of the position and are therefore unable to undertake the position e.g. they do not hold the formal qualification required

Location An employee might believe that the location match is unreasonable

An employee may choose to withdraw from a position match that is:

• Outside location limitations

• In a different Enterprise Agreement to their current position (e.g. CEO position being mapped to TM1 position)

Employees will have five business days to submit a request for review / withdrawal.


The review process will take approximately three weeks allowing for any further enquiries to be conducted. Employees who request a review will receive personal notification of the outcome. Regional People and Safety representatives will be available to offer support and advice to employees who are considering requesting a review. Once this pre-placement process has been finalised, the placement process as it applies to the modernisation program will commence.

9.2. Placement Process

For the purposes of the modernisation program only, the following placement process will be adopted:

Step 1 Direct appointment

Direct appointment will be to positions at the same or similar location for:

current permanent employees,

Long Term Temporary employees*, and

employees on higher graded temporary appointments**;

directly impacted by the particular organisational change where they are:

a) at the same grade, and

b) substantially same position, and

c) there are the same or more positions than employees.

Step 2 Pooled assessment

A pooled assessment process to rank employees for appointment to the available positions, at the same or similar location, based on order of merit for:




directly impacted by the particular organisational change where they are:

a) at the same grade***, and

b) substantially same position, and

c) there are more employees than there are positions;

Step 3 Self-matching

Positions that are not filled through Steps 1 or 2, will be made available to all:




impacted by the particular organisational change who have not been placed for the purposes of self-matching and priority assessment to positions. This occurs in accordance with the salary matching principles outlined in the Case Management and Redeployment Guidelines.


Step 4 TAFE NSW excess employees

TAFE NSW Positions that are not filled through Steps 1, 2 or 3 will be made available to all existing excess employees across TAFE NSW for the purposes of matching and priority assessment to positions. This occurs in accordance with the salary matching principles outlined in the Case Management and Redeployment Guidelines.

Step 5 Sector-wide redeployment

Positions not filled through Steps 1, 2, 3 or 4 will be made available for excess employees sector-wide for redeployment job matching.

Step 6 External merit-based selection

All remaining positions not filled through Steps 1-5 will be advertised externally for merit-based selection.

Note: The above placement process is an agreed guideline and does not waive the managerial discretion of the Managing Director to determine a variation from the process, particularly having regard to the best interests of TAFE NSW and considering the rights or competing rights of employees affected.

For the purposes of matching, employees will be considered based on their substantive position.

For purposes of the placement process in the One TAFE modernisation program, Long Term

Temporary employee means an Employee that satisfies the following conditions:

the employee must, at some stage of the temporary employment to their current contracted

position, been through a merit selection+ process at the relevant grade; and

the employee has been in their current contracted position for a period of more than two

years continuously as at the date of approval of the Change Management Plan.

** Employees in higher graded temporary appointments includes employees on higher duties or in a temporary secondment at a higher grade. The higher graded position must:

be a position that is impacted by the particular change

the employee must have gained the position through a merit selection+ process; and

the employee must have been in the position for a period of more than 2 years continuously

as at the date of the approval of the Change Plan.

Your local People & Safety representative can provide details of how to submit your intent to be considered for the higher duties role. Employees will be considered at their lower graded position until such a time as they are advised otherwise.

+ Merit Selection – For purposes of the Placement Process in the One TAFE modernisation program, an employee will have been through merit selection where the Employee:

applied for a position where applications were called for through either an internal or external

advertisement (including Expression of Interest); and


was assessed as having demonstrated the appropriate level of experience, capabilities and

qualifications by a panel. (For the avoidance of doubt, this does not include employees who

have been appointed on nomination).

*** Where a current position is mapped to a proposed new position in a different classification the employee who holds that position will be made a direct offer rather than being directly appointed.

1.1.1 Location considerations in Placement Process

Employees will be directly appointed to the same or similar location as a result of Step 1 and 2 of the Placement Process.

The same or similar location is defined as follows:

a. Employees in the Sydney Metropolitan area are able to be appointed to a position that is located within the Sydney Metropolitan area.

b. The geographical boundaries of the Sydney metropolitan area are defined by the boundaries of the current four (4) Metropolitan Institutes (Northern Sydney, Sydney, Western Sydney and South Western Sydney).

c. Employees within Regional areas are able to be appointed within a similar regional location where the road distance to be travelled between the existing work location and the new work location is up to 50 kilometres.

d. Where an employee is outside of the location limitations they will be made a direct offer rather than being directly appointed. The employee will have the opportunity to consider the offer and elect whether they wish to be appointed to the position or not.

9.3. Management of excess employees

Employees who are impacted by this change will be managed in the accordance with the NSW Government’s Managing Excess Employees policy. Affected employees, whose positions have been deleted, and who may yet be placed in the future structure, will not be declared excess until step six of the Placement Process.

Consideration will be given to written requests for early access to an offer of voluntary redundancy from affected employees who have not been directly appointed to a position and who do not wish to participate in self-matching or merit selection processes.

Decisions in relation to early access to voluntary redundancies will be determined on a case-by-case basis taking into account the business needs and in consultation with the individual temporary employees.

Excess employees who decline the offer of voluntary redundancy and choose redeployment will be assigned a dedicated case manager from within the People and Safety team. The case manager will ensure these employees are supported in their search for redeployment.

9.4. Management of temporary employees

Decisions in relation to extensions or early cessation to current temporary contracts will be determined on a case-by-case basis taking into account the business needs and in consultation with the individual temporary employees.


Recommendation:

That the Managing Director, TAFE NSW, approve the TAFE NSW Communications and Marketing Change Plan related to the Research & Insights, Industry & Partner Marketing, Creative Services, Marketing, Marketing Technology & Operations, Corporate Communications and Corporate Affairs functions within the Communications and Marketing branch.

Content and Accuracy endorsed:

Glen Babington

CHIEF OPERATING OFFICER, TAFE NSW

Telephone: 02 9219 8698

May 2017

Approved:

Jon Black

MANAGING DIRECTOR, TAFE NSW

Telephone: 02 9212 8602

May 2017


APPENDIX 1: ORGANISATION CHART

ORGANISATION CHART 1 – COMMUNICATIONS AND MARKETING


APPENDIX 2: COMPARATIVE ANALYSIS (FUTURE VS. CURRENT POSITIONS)

FUTURE POSITIONS CURRENT POSITIONS

Classification Position Title Branch Location FTE Classification Region Position Title Location FTE

TAFE Worker LEVEL 3

Social Media Co-ordinator

Head of Marketing

Ultimo 1 TAFE Worker LEVEL 3

NIL NIL

TAFE Worker LEVEL 3

Junior Digital Designer

Creative Services

Sydney / Western Sydney

1 TAFE Worker LEVEL 3

NIL NIL

TAFE Worker LEVEL 3

Marketing Operations Co-ordinator

Marketing Technology


Western Sydney

Marketing Assistant Bankstown 1

TAFE Worker LEVEL 4

Regional Events Co-ordinator

Head of Marketing

North Region


North Advertising & Direct Marketing Coord

Coffs Harbour 14

North Communications and Events Coordinator

Port Macquarie

North Local Area Marketing and Media Coord

Grafton, Port Macquarie, Kingscliff, Lismore x 2, Coffs Harbour, Kempsey and Taree

North North Coast TAFE Officer

Lismore




West Corporate Communications Officer

Orange

North Events Coordinator Newcastle

TAFE Worker LEVEL 4


Head of Marketing

South Region

2

TAFE Worker LEVEL 4


Coffs Harbour 14


Port Macquarie


Graton, Port Macquarie, Kingscliff, Lismore x 2, Coffs Harbour, Kempsey and Taree


Lismore


Orange


TAFE Worker LEVEL 4


Head of Marketing

West Region

2

TAFE Worker LEVEL 4


Coffs Harbour 14





Port Macquarie North Local Area

Marketing and Media Coord



Lismore


Orange


TAFE Worker LEVEL 4

Media Officer - Regional

Corporate Communications

North Region

1

TAFE Worker LEVEL 4


Coffs Harbour 12




Lismore





Orange

TAFE Worker LEVEL 4



South Region

1

TAFE Worker LEVEL 4


Coffs Harbour 12




Lismore


Orange

TAFE Worker LEVEL 4



West Region

1

TAFE Worker LEVEL 4


Coffs Harbour 12




Lismore





Orange

TAFE Worker LEVEL 4

Industry Marketing Coordinator - 1

Industry & Partnership Marketing

Mount Druitt / Newcastle


North Content Writer (Digital and Print Publications)

Kempsey 1

TAFE Worker LEVEL 4



Queanbeyan / Tamworth



Kempsey 1

TAFE Worker LEVEL 4



Ultimo / Dubbo



Kempsey 1

TAFE Worker LEVEL 4



Coffs Harbour / Griffith



Kempsey 1

TAFE Worker LEVEL 4

Junior Video Producer

Creative Services



NIL NIL

TAFE Worker LEVEL 4

Public Relations Co-ordinator

Head of Corporate Affairs

Ultimo

1

TAFE Worker LEVEL 4


Port Macquarie 11 North Local Area

Marketing and Media Coord






Lismore


Orange

TAFE Worker LEVEL 4

Administration Assistant

Industry & Partnership

Ultimo

1

TAFE Worker LEVEL 4

Western Sydney

Administrative Assistant

Bankstown 2

Sydney Clerical & Administrative Assistant

Ultimo

TAFE Worker LEVEL 4

Administration Assistant

Head of Corporate Comms

Optional


Western Sydney

Administrative Assistant

Bankstown 2

Sydney Clerical & Administrative Assistant

Ultimo

TAFE Worker LEVEL 4

Scholarships Marketing Coordinator

Head of Marketing

Optional 1 TAFE Worker LEVEL 4

NIL NIL

TAFE Worker LEVEL 5

Major Events & Sponsorship Officer

Head of Marketing


NIL NIL

TAFE Worker LEVEL 5

Major Events & Sponsorship Officer

Head of Marketing



NIL NIL

TAFE Worker LEVEL 5

Digital Designer Creative Services



NIL NIL




TAFE Worker LEVEL 6

International Marketing Officer

Head of Marketing


South Activation Specialist Wollongong West 2

TAFE Worker LEVEL 6

Schools Marketing Officer

Head of Marketing




TAFE Worker LEVEL 6

Schools Marketing Officer

Head of Marketing



TAFE Worker LEVEL 6

Partner Marketing Officer



NIL NIL

TAFE Worker LEVEL 6

Graphic Designer

Creative Services



Corporate Senior Design/Illustrator

Ultimo 11

South Graphic Designer Wollongong West

Western Sydney

Graphic Designer Bankstown

Western Sydney

Graphic Desgr Vis Comms & Bndg

Nepean

Western Sydney

Graphic Designer Multi Media

Nepean

Sydney Graphic Designer Ultimo

Sydney Content Designer St Leonards




TAFE Worker LEVEL 6

Campaign Analyst

Research & Insights

Ultimo


North Marketing Analyst Port Macquarie 2

North Marketing Research Analyst

Port Macquarie

TAFE Worker LEVEL 6

Executive Assistant GM Marketing Ultimo 1 TAFE Worker LEVEL 6

NIL NIL

TAFE Worker LEVEL 6

Copy Writer Creative Services


Western Sydney

Publications Officer & Copy Writer

Bankstown 1

TAFE Worker LEVEL 6

TAFE Digital Marketing & Communications Officer

Head of Marketing

Armidale 1 TAFE Worker LEVEL 6

NIL NIL

TAFE Worker LEVEL 6

Market & Insights Analyst

Research & Insights


NIL NIL

TAFE Worker LEVEL 7

Industry Marketing Specialist - 1


Newcastle 1 TAFE Worker LEVEL 7

NIL NIL

TAFE Worker LEVEL 7



Tamworth


NIL NIL

TAFE Worker LEVEL 7



Dubbo 1 TAFE Worker LEVEL 7

NIL NIL




TAFE Worker LEVEL 7



Griffith 1 TAFE Worker LEVEL 7

NIL NIL

TAFE Worker LEVEL 7



Parramatta 1 TAFE Worker LEVEL 7

NIL NIL

TAFE Worker LEVEL 7

Digital Campaign Specialist

Head of Marketing


NIL NIL

TAFE Worker LEVEL 8

Aboriginal Marketing Specialist

Head of Marketing


NIL NIL

TAFE Worker LEVEL 8

Scholarships Marketing Specialist

Head of Marketing


North Foundation & Alumni Coordinator

Newcastle 1

TAFE Worker LEVEL 8

Social Media Specialist

Head of Marketing

Optional


North Digital Marketing Manager

Coffs Harbour 7

Western Sydney

Digital Content Producer

Bankstown

Corporate Social Media Officer Ultimo

South Content Coordinator

Wollongong West

Western Sydney

Strategic Comms Coordinator

Bankstown

Western Sydney

Digital Media Executive

Nepean




South Co-ord Public Relations & Social Media

Wagga Wagga

TAFE Worker LEVEL 8


Head of Marketing

Optional



Coffs Harbour 7

Western Sydney


Bankstown



Wollongong West

Western Sydney


Bankstown

Western Sydney


Nepean


Wagga Wagga

TAFE Worker LEVEL 8


Head of Marketing

Optional



Coffs Harbour 7

Western Sydney


Bankstown






Wollongong West

Western Sydney


Bankstown

Western Sydney


Nepean


Wagga Wagga

TAFE Worker LEVEL 8

Major Events & Sponsorship Specialist

Head of Marketing


Sydney Events Coordinator St Leonards 1

TAFE Worker LEVEL 8

Major Events & Sponsorship Specialist

Head of Marketing



Sydney Events Coordinator St Leonards 1

TAFE Worker LEVEL 8

Senior Community Engagement Specialist


Optional


North Internal Communications Coordinator

Newcastle 4

Corporate Corporate Relations & Media Coord

Ultimo

South Engagement Coordinator

Wollongong West

TAFE Worker LEVEL 8

Media & Communications Business Partner - Metro





Wollongong West 4

Western Sydney


Bankstown




Western Sydney

Communications Executive

Nepean


Wagga Wagga

TAFE Worker LEVEL 8

Video Producer Creative Services



NIL NIL

TAFE Worker LEVEL 8

Customer Insights Analyst

Research & Insights

Optional


Sydney Marketing Insight Specialist

Ultimo 4

Sydney Market Intelligence Coordinator

St Leonards

North Market Research Analyst (Business)

Coffs Harbour

Western Sydney

Direct Mktg & Analytics Exec

Nepean

TAFE Worker LEVEL 8

Campaign Specialist Head of Marketing


West Marketing Team Leader

Orange 1

TAFE Worker LEVEL 8

Intranet Producer




Corporate E-Business Coordinator

Ultimo 3 Western

Sydney Digital Content Producer

Bankstown

Western Sydney


Nepean




TAFE Worker LEVEL 8

Web Producer Creative Services


Western Sydney


Bankstown 2

Sydney Digital Content Officer

Ultimo

TAFE Worker LEVEL 9

Alumni Marketing Specialist

Head of Marketing


NIL NIL

TAFE Worker LEVEL 9

CRM Marketing Manager

Head of Marketing



Western Sydney

Mgr Communications & Media

Nepean 1

TAFE Worker LEVEL 9

Schools Marketing Manager

Head of Marketing



North Media & Pub Rel Manager

Port Macquarie 3 Sydney Marketing Manager

National Ultimo

Western Sydney

Marketing Exec Commercial Bus

Nepean

TAFE Worker LEVEL 9

Internal Communications Specialist


Ultimo



Port Macquarie 2

Western Sydney


Nepean

TAFE Worker LEVEL 9

Media & Communications


North - Port Macquarie



Port Macquarie 2




Business Partner - Regional

Western Sydney


Nepean

TAFE Worker LEVEL 9

Media & Communications Business Partner - Regional


South - Wagga Wagga



Port Macquarie 2

Western Sydney


Nepean

TAFE Worker LEVEL 9

Media & Communications Business Partner - Regional


West - Orange



Port Macquarie 2

Western Sydney


Nepean

TAFE Worker LEVEL 9

Apprenticeship/Trade Marketing Specialist




NIL NIL

TAFE Worker LEVEL 9

Senior Graphic Designer

Creative Services



NIL NIL

TAFE Worker LEVEL 9

Creative Services Manager

Creative Services



NIL NIL

TAFE Worker LEVEL 9

Copy Writing Manager

Creative Services


NIL NIL

TAFE Worker LEVEL 9

Content Production Manager

Creative Services



NIL NIL




TAFE Worker LEVEL 9

Primary Research Senior Analyst

Research & Insights


North Manager Research and Analytics

Kingscliff 1

TAFE Worker LEVEL 9

Marketing Operations Specialist



NIL NIL

TAFE Worker LEVEL 9

Market & Insights Senior Analyst

Research & Insights


North Manager Research and Analytics

Kingscliff 1

TAFE Manager LEVEL 1

Marketing Technology Manager


Optional 1 TAFE Manager LEVEL 1 / CEO / Clerk Grade 11/12

NIL NIL


International Marketing Manager

Head of Marketing

Optional 1 TAFE Manager LEVEL 1

NIL NIL


Digital Acquisition Manager

Head of Marketing

Ultimo 1 TAFE Manager LEVEL 1

NIL NIL


Social Media Manager

Head of Marketing


NIL NIL


Partner Marketing Manager



NIL NIL


Industry Marketing Manager - 1


Mount Druitt 1 TAFE Manager LEVEL 1

NIL NIL




Queanbeyan 1 TAFE Manager LEVEL 1

NIL NIL








NIL NIL




Coffs Harbour

1 TAFE Manager LEVEL 1

NIL NIL




Parramatta 1 TAFE Manager LEVEL 1

NIL NIL


Creative Design Manager

Creative Services



NIL NIL


Digital Design Manager

Creative Services



NIL NIL


Market & Insights Manager

Research & Insights


NIL NIL


Senior Web Producer Creative Services


NIL NIL


TAFE Digital Marketing & Communications Manager

Head of Marketing

Armidale 1 TAFE Manager LEVEL 1

Western Sydney

TM1 Marketing Manager

Nepean 1





Senior Media & Communications Manager


Ultimo


North Director Communications

Port Macquarie 2

Corporate Senior Corporate Affairs Manager

Ultimo


Senior Internal Communications Manager


Ultimo


North Director Communications

Port Macquarie 3 North Manager Marketing

& Communications Newcastle

Sydney TM3 Manager Creative

St Leonards


Senior Manager Events & Sponsorship

Head of Marketing


NIL NIL


Senior Manager - Digital Media Team

Head of Marketing

Ultimo 1 TAFE Manager LEVEL 4 / Senior Officer 1

NIL NIL


Senior Media Relations Manager



NIL NIL


Senior Manager - Campaign Team

Head of Marketing


NIL NIL





Head of Corporate Communications



NIL NIL


Head of Creative Services

Creative Services



NIL NIL


Head of Research & Insights

Research & Insights


NIL





NIL NIL


Head of Marketing Head of Marketing


NIL NIL


Head of Industry & Partnership Marketing



NIL NIL


Head of Student Sales

Student Sales Ultimo 1 TAFE Manager LEVEL 6 / Senior Officer 2

NIL NIL


CURRENT POSITIONS NOT MAPPED TO POSITIONS IN THE FUTURE STRUCTURE

Classification Region Campus location Position Title FTE

Principal Education Officer -

Chief Education Officer Sydney West Nepean CEO Manager Communications 1

Senior Education Officer

Sydney Ultimo Instructional Designer 3

North

Newcastle Project Officer CRM

Port Macquarie Project Officer Internal Communications

Clerk Grade 11/12

Corporate

Ultimo

Brand Manager 3

Manager Online Engagement

Senior Strategic Communication Officer

TAFE Manager 1

Sydney West Bankstown Assistant Director - Marketing Operations 2

Sydney Ultimo Manager Corporate Affairs

TAFE Manager 2

North

Kingscliff Integrated Marketing Manager 2

Newcastle Manager Customer Engagement

TAFE Manager 3 - -

TAFE Manager 4

Sydney West Bankstown Director Marketing & Communication 1

Corporate Ultimo Senior Manager Brand Integration & Strategy

Sydney

Ultimo TM4 Director Marketing

Ultimo TM4 Director Promotions and Communication

TAFE Manager 5

Corporate Ultimo Senior Manager Corp Communications & Media 1

Sydney St. Leonards TM5 Director Sales & Customer Experience

Sydney West Nepean TM5 Director Strategic Marketing & Communications




TAFE Manager 6 - -

PSSE 1 - -

Senior Officer Grade 1 Corporate Ultimo Senior Corporate Communications Manager 1

Senior Officer Grade 2 Corporate Ultimo Director Customer Engagement & Online Services 1

Senior Officer Grade 3 - -

TAFE Worker LEVEL 2

Sydney Ultimo Support Officer 4

North

Port Macquarie Marketing Administrative Assistant

Kingscliff Marketing Assistant

TAFE Worker LEVEL 3

South Wollongong Administrative Assistant (IM) 4

North

Newcastle Clerical Support Officer

Newcastle Communications & Marketing Assistant

TAFE Worker LEVEL 4

South Wollongong Business Service Officer 17

North Port Macquarie Content Writer

Sydney West Nepean Desktop Publisher

North Taree Digital Marketing Specialist

Sydney St. Leonards Executive Assistant

North Port Macquarie Executive Assistant

Corporate Ultimo Executive Assistant

Sydney West Nepean Executive Assistant

South Wagga Wagga Executive Support Officer




North

Port Macquarie Graphic Designer

Newcastle Graphic Designer

Kingscliff Marketing Cloud Support Officer

West

Orange Marketing Officer

Tamworth Marketing & Events Support Officer

South Wagga Wagga Tactical Marketing Resource Design

TAFE Worker LEVEL 5 - -

TAFE Worker LEVEL 6

North

Newcastle Coordinator Web Services & Content 28

Newcastle Coordinator Social Media & Digital Content

Sydney Ultimo Coordinator Communications & Promotions

North Newcastle Coordinator Intranet and Content

Sydney West

Nepean Copywriter

Bankstown CRM Administrator

North Coffs Harbour Digital Copywriter

Sydney West Bankstown Digital Marketing Officer

North St. Leonards Digital Officer

Sydney West

Nepean Events & Promotions Officer

Bankstown Events Coordinator

North Newcastle Events Manager

Sydney West Nepean Events Officer




Corporate Ultimo Executive Assistant to GM

North

Newcastle Foundation Relationship Coordinator

Taree Interactive Designer

Sydney West Bankstown Internal Communications Officer

Sydney St. Leonards Marketing and Media Coordinator

West Tamworth Marketing and Media Coordinator

Sydney West Bankstown Marketing Coordinator

Sydney Ultimo Quality Systems Officer

Sydney West Strathfield Social Media Officer OTEN

Sydney Ultimo Special Events Coordinator

Sydney West Bankstown Student Sales Coordinator

Sydney Ultimo Web Content Coordinator

TAFE Worker LEVEL 7 - -

TAFE Worker LEVEL 8

North

Coffs Harbour

Brand Portfolio Manager 11

Brand Portfolio Manager TAFE here & ALC

Sydney

Coffs Harbour Content Editor

Ultimo Copy Writer

Corporate

Ultimo

Digital Projects Officer

Lead Designer

Sydney West Nepean Marketing Executive




Strathfield Marketing Executive - OTEN

Sydney

Ultimo Senior Graphic Designer

St. Leonards WEB Developer

Ultimo WEB Content Writer

TAFE Worker LEVEL 9

Sydney St. Leonards Digital Manager 8

Corporate Ultimo Intranet Projects Lead

South

Wollongong West Manager BIS Engagement

Wagga Wagga Manager Marketing & Media

North Coffs Harbour Manager Websites

Sydney Ultimo Project Officer Online Customer Acquisition

Corporate

Ultimo

Social Media Lead

Web Services Lead

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