Effies
Australia
Summary
In the face of declining student enrolments and weakening brand relevance, at the end of 2019, TAFE NSW embarked on a process of completely overhauling its marketing approach to create an ‘authentic’ brand campaign and new media strategy. The turnaround was remarkable, not only was the decline arrested, brand equity strengthened, and this was achieved despite year-on-year reductions in investment.
Based on a simple strategy based on the ‘life changing impact’ of TAFE NSW, it was re-established as a leader, not a follower. Unapologetic about setting a vision that aimed to position TAFE NSW as the leading provider of lifelong learning, meeting the evolving needs of industry and learners in communities within NSW.
This bold campaign reversed the decline and drove growth in website traffic and enrolment at TAFE NSW against all odds.
Case study
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Credits
| Matt McInnes | Director Brand Experiences | |
| Deanne Ward | Marketing Manager Research and Insights | |
| Katie Stuart | Marketing Manager Campaigns | |
| Liz Slater | Snr Marketing Manager | |
| Nicholas Troup | Snr Marketing Manager Website and Performance | |
| Clare Emerson | Marketing Manager Campaigns | |
| Nick Martens | Marketing Manager Campaigns | |
| Amy Silberhorn | Marketing Manager International, Schools and Higher Education | |
| Cat Henderson | A/ Marketing Manager Campaigns | |
| Danna Brown | Manager Events | |
| Trent Henderson | Associate Director Creative Services | |
| Steven Babbage | Design Manager Creative | |
| Brent Grayburn | Design Manager Digital | |
| Patrick Donahoe | Copy Writing Specialist | |
| Andy Little | Video Production Specialist | |
| Andy Maynard | Snr Design Specialist | |
| Tom Kitbumrung | Digital Designer | |
| Andy Clift | Group Director | Universal McCann |
| Natalie Yiangou | Partnerships Manager | Universal McCann |
| Florian Vaissiere | Transformation Director | OMD |
| Kylie Pascoe | NSW Government Transition Manager | OMD |
| Danny Tait | Editor | The TAIT Gallery |
| Nathan Bilton | Creative Director | The Works |
| David Arns | Copywriter | The Works |
| Jen Hird | Head of Project Management and Operations | The Works |
| Damian Pincus | Creative Partner | The Works |
| Claire Stapleton | Creative Lead | The Works |
| James Reeves | Senior Strategist | The Works |
| Arron Hage | Director Photography | Wolflab |
| Johnny Greally | Producer/Assistant Director | Orinoco |