Chisholm Institute. ‘Chase Your Calling’

A Victorian government campaign to promote the TAFE sector had failed. TAFE was still seen as less prestigious than university – something of a “tradies” or last-choice option. Chisholm Institute recognised the need to reinvigorate its brand and market position.
Audience

Melbourne: people 15+, SE suburb skew

Channels

FTA TV, BVOD, YouTube, OOH (supersites), radio with program integration, print media

Deliverables

45 sec, 30 sec and 15 sec TVC, 6sec TV, billboard art, digital display ads (multiple formats), social media

Performance

2018: Awarded AMI Education Campaign of the Year, enrolments up by 8%. 2019: A 45% uplift in key course enrolments. 21% uplift in total student numbers against sector background of 8%. Spontaneous recall up by 120%. Consideration up by 160%.

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