TQB or TAFE Queensland Brisbane despite being an established brand has been facing issues with private competitors muddying the category's image, a number of name changes on their end, and questions over whether education can genuinely improve employment prospects. It is with this in mind that they embraced clear representations of potential career change, practical benefits of their unique difference, and the growing B2B market.
Below is an assortment of what initially came out of my time working with the brand across their core campaign and a number of other comms efforts.
Medium: Print
Target: 25-45 job changers
Role: Copywriting
Executions: 1
In an attempt to play off the continuing make great/change happen theme being utilised by TAFE Queensland as a whole, the career change outcome of the hero student was utilised to carefully alter the message. It is essential to further the idea that the change and the potential sits with the individual first, with the catalyst being the training on offer - regardless of how drastic or unusual the shift in career may be.
Target: 25-45 job changers
Role: Copywriting
Executions: 1
In an attempt to play off the continuing make great/change happen theme being utilised by TAFE Queensland as a whole, the career change outcome of the hero student was utilised to carefully alter the message. It is essential to further the idea that the change and the potential sits with the individual first, with the catalyst being the training on offer - regardless of how drastic or unusual the shift in career may be.
Creative Industries
Do you see the world differently? Or move to a different beat? Whatever you want do, create or share, TAFE Queensland Brisbane allows you to make change happen. Whether you play with images, sound, textures or twine, we can provide you with practical, commercially-focused and flexible courses in photography, fashion, music, and more. Reimagine your career with learning done differently. Visit tafebrisbane.edu.au and enrol today. RTO 0275
Tourism, Events and Hospitality
Are you passionate about experiences? Powered by a love of food? Whatever the destination or flavour you wish to share, TAFE Queensland Brisbane allows you to make change happen. From hospitality, baking and cookery through to travel, tourism and event management, you choose the career you want. We provide you with the flexibility, experience and training you need to cook, package and sell remarkable experiences. Visit tafebrisbane.edu.au and enrol today. RTO 0275
General
Want to make career change happen? Whatever drives or inspires you, TAFE Queensland Brisbane can help you redefine your career. Select from a diverse range of industry informed, up-to-date courses covering areas such as business, design, health, and hospitality. Every course we offer can provide you with the flexibility, expertise and opportunity you need to change your career to suit you. Visit tafebrisbane.edu.au and enrol today. RTO 0275
Medium: Radio 30" Live Reads
Target: 25-45 job changers
Role: Copywriting
Executions: 5 (3 displayed)
Target: 25-45 job changers
Role: Copywriting
Executions: 5 (3 displayed)
Being as a broad sell on key commercial networks during drive time, these ads pitched the idea of achievable career change based on tangible benefits offered by TAFE, whether in general or in terms of the specific study areas.
Medium: Facebook Carousel
Target: 25-45 job changers
Role: Copywriting
Executions: 1
Extending the make great/change happen theme further in a multifaceted story was the primary purpose of this execution, which included mirrored single pieces for side and mobile display. This lightly played off the core line to sell the myriad of opportunities one could achieve regardless of their current career.
Target: 25-45 job changers
Role: Copywriting
Executions: 1
Extending the make great/change happen theme further in a multifaceted story was the primary purpose of this execution, which included mirrored single pieces for side and mobile display. This lightly played off the core line to sell the myriad of opportunities one could achieve regardless of their current career.
Medium: Facebook Carousel
Target: 15-18 yo school students & their parents
Role: Copywriting
Executions: 5
In order to reposition and refocus the marketing of TAFE Brisbane's senior schools program (studying year 11 and 12 at TAFE), this self-contained series of display ads was created. For the students, we made it clear, friendly and fresh to reinforce the acceptance and understanding offered by the program; conversely, the parents were targetted with a straight and rational listing of what their child could access and attain with the help of TAFE.
Target: 15-18 yo school students & their parents
Role: Copywriting
Executions: 5
In order to reposition and refocus the marketing of TAFE Brisbane's senior schools program (studying year 11 and 12 at TAFE), this self-contained series of display ads was created. For the students, we made it clear, friendly and fresh to reinforce the acceptance and understanding offered by the program; conversely, the parents were targetted with a straight and rational listing of what their child could access and attain with the help of TAFE.
Straplines
Small Business Training
"Learning that adds up for your business" + "Success in every skill/industry/market"
Rationale: in order to begin positioning TAFE Brisbane (and by extension TAFE Queensland) as an ideal source of added expertise for budding and struggling small businesses, a number of straplines options were devised. The final two options chosen played into different camps - the first was the cost effective business person looking to grow without sacrificing too much time or money; the second dealt with those looking to step things up, to achieve that bit more, with a straight empowering statement of the outcomes achieved.
Industry Training
"Redefining best practice"
Rationale: medium to large businesses, or even industry bodies, are looking for something more than short term profit - they want certainty, sustainability and strength. They want to be sure that what they are investing in will allow them to adapt and grow in the face of shifting paradigms - thusly the corporate-centric buzz terms and straight talk.
Student Articulation
"Turning that next step into a giant leap"
Rationale: how does one inspire a diploma student to take that leap toward a bachelor degree? Why not suggest that said leap is as simple as a small step? In order to push the premise that TAFE Brisbane could facilitate a smooth transition from one level of education to the next. It is the sizzle to the steak that is upping the ante on one's job prospects.
