how to have prospective students fall in love with your rto
TRANSCRIPT
HOW TO HAVE PROSPECTIVE
STUDENTSFALL IN LOVE
WITH YOU FOR ALL THE RIGHT REASONS
WHAT TODAY IS ABOUT
barrierswhere are we
now?where we
need to get to
WHERE ARE WE NOW?
⊡ New regulations⊡ Some incentive based tactics are no longer
possible
Old tactics are no longer possible or no longer work.
WHAT ARE THE BARRIERS
⊡ Capabilities⊡ Capacity⊡ Resources⊡ Budget⊡ Regulation/Governance/Compliance⊡ Audience
WHERE DO WE NEED TO GET TO?
⊡ Truly connecting with prospective students⊡ Product/course differentiation⊡ Building brand equity⊡ Smart utilisation of budget
LET’S GET SOME INSIGHT
To help break through some of the barriers we’ve focused on uncovering key insights about your target audience that can be
used in future strategy.
INSIGHT LED STRATEGY
Tactics ChannelsProductResource
sBudget
FURTHER EDUCATION AUDIENCE STUDY
Explore the attitude towards further education providers amongst the Fairfax audience, with a
focus on the decision making process.10 min online survey
n=601
INSIGHT 1Further study satisfies a range of individual needs including
personal, professional and social.
1
4 in 10of 18-24 year olds are very interested in further study in the next few
months
1 in 5of 55+ year olds are very interested in further study in the next few
months
1 in 3of 35-54 year olds are very interested in further study in the next few
months
BUT WHY DO THEY CARE?
18 - 34 year olds❖ To change
careers❖ Career
advancement
35 - 54 year olds❖ Professional
certification❖ Greater
responsibility
55+ year olds❖ Personal
interests❖ Giving back
“To keep abreast with current technology development and not be left behind by
Gen Y.
FOCUS ON THE TRIGGERS
Motivation is already high, focus on the triggers that will make the desired behaviours take place.
INSIGHT 2Audience are openly asking for your help when it comes to course
direction.
2
1 in 3acknowledge they are lost in choosing a course
1 in 5don’t even know the options available
1 in 3agree they would like more support in choosing a course
SUPPORT IS KEY
What can you do to support them?
INSIGHT 3Half believe that VET study is favourably comparable to
University qualifications.
3
84%agree VET offer more practical courses than universities with more hands-
on experience
59%believe a VET qualification will lead to a job
74%agree VET are more affordable than University
“TAFE are industry and workplace relevant in their orientation, provide practical skills
in addition to the theoretical. TAFE qualifications are well-accepted. They are
accessible in a majority of towns throughout NSW and very accessible on-line. Not everyone is interested or needs university or academia. My experience of
university education is that it can sometimes be remote from reality - many tutors are more interested in publishing
and self promotion than teaching.
64%believe they are taught by people who’ve worked in the industry
56%believe VET providers provide first rate education
57%believe they make you job ready
“I already have a primary qualification and
the new qualifications I am seeking are available only through TAFE and private
colleges.
BELIEF ALREADY EXISTS
The audience already believe in what you do. The opportunity exists to utilise this belief and connect them to the right
provider and the right course.
INSIGHT 4The course selection process is also the product
4
WHAT’S THE MINDSET
⊡ Up skillers feel encouraged⊡ Job switchers feel uncertain and
overwhelmed⊡ Those returning to work feel uncertain⊡ 55+ feel confident
As much as prospective students are buying into your course offering they’re also buying into your
process to helping them make the decision.
CONNECT
So how do you connect?
IT’S ABOUT STORYTELLING
Communicate your value proposition(your story)
AND BRING TRUE VALUE TO THEIR EXPERIENCE
Direction. Belief. Confidence. Support. Insight. Perspective. Help them join the dots. Understand. Sympathise. Address objections.
Show the journey. Connect. Facilitate. Coach.
SCALABLE STORYTELLING
What’s the best way to do this at scale?
TELL YOUR STORY
And learn to tell it on each platform
SIX STEPS
1. Understand2. Give value3. Tell a story4. Have a conversation5. Coach and guide6. Repeat
