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Positioning Victoria: Strategies for Enhancing International Education in a Global Economy

This presentation outlines the outcomes of the Positioning Victoria Working Party and the strategies to position Victoria as a preferred study destination amidst changing global dynamics. Key areas include branding, market research, and operational reforms aiming to enhance international education services and support. The aim is to increase Victoria's share in the global market through targeted promotions, professional development, and stakeholder engagement. Insights are drawn from a comprehensive report to guide future actions and foster collaboration among Victorian TAFE stakeholders.

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Positioning Victoria: Strategies for Enhancing International Education in a Global Economy

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  1. POSITIONING VICTORIA Presentation to VTA Conference Victorian TAFE in the Global Economy 22 April 2005 Sue Christophers General Manager, International Division Department of Education & Training

  2. PURPOSE • To inform VTA of the outcomes of the Positioning Victoria Working Party • To outline implementation of the outcomes • To seek VTA members input and advice on key issues going forward

  3. BACKGROUND • Positioning Victoria a Global Pathways initiative • Purpose: provide advice to Minister on strategies to position Victoria as a preferred study destination • Membership: cross sectoral (including TAFE), cross government

  4. Background(cont.) • Project’s Changing Context • Change in environment: markets and moods • $5.7 million from “Victoria Leading the Way” • Increased awareness of • Whole of Government interest and implications • Value adding as Government’s role • Inter-connectedness of strategies

  5. Background(cont.) • Process: research, consultation • Report and Business Plan to Minister • Outcome: PVWP Report and Business Plan basis for strategies to be implemented in 2005-07

  6. STRATEGIES FOR IMPLEMENTATION • Branding • Positioning and Promotion • Market Research and Strategic Planning • Support and Loyalty Programs • Industry and Product Development • Policy and Operational Reforms

  7. IMPLEMENTATION OVERVIEW • Stage 1 (from 2005): • Branding • Positioning and promotion • Activities to strengthen service delivery off-shore

  8. Implementation Overview (cont.) • Stage 2 (from 2006): • Industry and professional development for enhanced customer service • Product development, focussed on innovation and best practice. • Stage 3 (from 2006): • Continuous review and refinement processes

  9. BRANDING • Generic Victorian international education brand • Value proposition: clever, cultured and caring • Component of Brand Victoria project • Linkage with international marketing of Victoria’s tourism, skilled migration, and exports • Anticipated completion October 2005 • Attributes Victorian, name Melbourne

  10. POSITIONING & PROMOTION • Key features • Targeted promotional campaigns using brand • Victorian student portal • Resourcing off-shore offices in selected markets to promote Victoria’s education and training (e.g. VGBOs) • Tracking brand and campaign effectiveness

  11. MARKET RESEARCH & PLANNING • Targeted research for market intelligence that informs business planning • Country strategies in selected markets • Confirmation of priority markets • Traditional, emerging, pioneer • Stakeholder input and briefing

  12. SUPPORT & LOYALTY PROGRAMS • Access to products and services of particular interest to international students • Scholarships • Bursaries • Advocacy program/Alumni network • Strategies • Demonstrate cultured and caring • Strengthen ambassadorial/advocacy role of students and teachers

  13. INDUSTRY & PRODUCT DEVELOPMENT • To strengthen over-all quality of customer service • Increased availability of and access to professional development programs • Support for product innovation and best practice projects

  14. POLICY & OPERATIONAL REFORMS • Visas • Issues • Policy (classification) • Customer service • Visa Taskforce • Schooling for post-graduates’ dependents • Transport concessions

  15. NEXT STEPS • Positioning Victoria Advisory Group for • High level support and guidance on strategy implementation • Stakeholder consultation and communication • Progressive roll-out of initiatives from mid-2005

  16. DESIRED OUTCOMES • Consolidation and extension of Victoria’s position as lead supplier of international education training in Australia • Increase in Victoria’s overall share of the global market • Increase in Victoria’s capacity to improve performance in the future

  17. IN CONCLUSION • Strategies address providers’ view of priority needs identified by PVWP: • Strategically planned and co-ordinated Victorian marketing effort • Provision of Government support for education export industry

  18. FOR FURTHER INFORMATION • contact • Janet Scarfe • Project Manager, Positioning Victoria • scarfe.janet.c@edumail.vic.gov.au

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