How To Have Prospective Students Fall in Love With Your RTO

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

WANT MORE?

Connect with melinkedin.com/in/travisdmay

travis.may@fairfaxmedia.com.au