Brand Australia - Austrade

Brand Australia

Quentin Stevenson-Perks

Group Manager

International Education

AUSTRADE

CONTENTS

1. Role of Austrade

2. Strategic Objectives and Priorities

3. Austrade’s work

4. Future Unlimited Brand

5. SIA Website

6. Resources and support

Role of Austrade

Austrade is the Australian Government’s trade, investment and

education promotion agency.

With a network of offices in over 50 countries, we

• assist Australian companies to grow their international business,

• attract productive foreign direct investment into Australia and

• promote Australia’s education sector internationally.

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Austrade’s network

Strategic objectives for Education

Austrade has a global marketing and promotion framework, endorsed by

the Minister for Trade, with 3 strategic objectives:

1. to contribute to the growth in demand for Australian education

2. to contribute to the repositioning of Australia as a provider of

high quality education services to international students

3. to contribute to the building of a sustainable Australian

international education sector

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We focus on five key priorities to realise these strategic

objectives

1. Improving perceptions of Australia’s international education through

the Future Unlimited brand and an effective media strategy;

2. Identification and qualification of opportunities for Australian

international education providers, especially in Asia and other growth

and emerging markets;

3. Executing an effective engagement strategy with offshore education

agents;

4. Delivering quality and timely market research, intelligence and

services to Australia’s international education sector; and

5. Engaging with stakeholders (key government and non-government

organisations, both onshore and offshore).

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Austrade’s Work

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Repositioning Australian Education – Future Unlimited

• Future Unlimited is the brand for promoting Australian education internationally

• Emphasises association between Australian education and future success - real outcomes, durability

• Used by Austrade in all education marketing in more than 50 countries

• Broader reach through licensing program, involving over 260 licensed organisations

• Next stage of repositioning – proposed global digital campaign from September 2013

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Future Unlimited Video

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Brand Licensing

Who can use the brand?

• Organisations whose core business is Australian education and

training or its marketing and promotion internationally.

• Over 250 organisations have licensed the brand already, including

some of the world’s largest education agencies

• Currently 58 Agents and Agent associations are licensed

• Licences are free

• For details about the brand licensing process, the obligations of

licensees and examples of the brand in use

www.austrade.gov.au/futureunlimited

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Digital Campaign of Future Unlimited brand

Study in Australia website

• 73% growth in visits (Jan 2013)

• 2 million+ visits (Jan 2013)

• Redevelopment early June 2013

– Coincides with campaign

• Major changes to content & function

• Increased interactivity & dynamism

– social media

• Agents listed on local SIA pages

• Up to date information about

Australian education and events

Agent Engagement

• Agent briefing and training sessions in a variety of markets with DIAC

and AEI

– Developments in Australian education

– Scholarship schemes

– Visa changes

• Regular Agent newsletters in many markets

• Support for Agent-led exhibitions

• Guide to studying and living in Australia – free download from SIA

website

• Sign up to our Global Education Newsletter (GEN) to stay up to date

on Austrade’s activities

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Resources

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