Chisholm Institute: Chase Your Calling 2019
In 2018, Chisholm launched the Chase Your Calling campaign and was awarded Victorian Education Campaign of the Year by the Australian Marketing Institute.
For 2019, a Victorian Government tuition subsidy (known as Free TAFE) was predicted to stimulate student demand by approximately 10% (Victorian Government budget papers, May 2018).
The challenge was to build on the momentum of our 2018 campaign for the 2019 student year – leveraging the powerful Chase Your Calling creative solution and elevated brand awareness into an even more engaging enrolment position.
While the Free TAFE initiative covered just 30 courses of the 140 plus offered by Chisholm, it was clearly the catalyst for heightened interest in the sector. The decision was taken to integrate Free TAFE as a central component of the Chase Your Calling campaign.
Simultaneously, our tracking of search activity for Free TAFE indicated rapidly rising interest that was expected to translate into a rush for high-demand free courses. Chisholm responded by bringing its enrolment period forward by 8 weeks.
This approach gave us a clear space with 37% share of voice in November against the total category.
IPSOS Brand Tracking research showed high likeability and relevance with no wear-out for the Chase Your Calling message. It was therefore logical to retain the Chase Your Calling theme for the 2019 campaign, leveraging many of the design and visual assets from 2018.
The Free TAFE message was integrated seamlessly into the Chase Your Calling campaign framework, extending from TVC/OLV and cinema advertising to digital and social content.
Anticipating significantly higher levels of campaign response, DPR&Co, in partnership with our CX/UX partner W3 Digital, helped to re-engineer Chisholm’s student enrolment experience to ensure the maintenance of strong application to enrolment rates.
In 2018 our “Chase your calling” campaign for Chisholm won the Victoria Education category in the Australian Marketing Institute Awards. Our 2019 Free TAFE campaign has just been announced a finalist. But it’s the performance of the campaign and the student engagement process that we’re most proud of:
- While the total VET Sector was down 3.5%, Chisholm was up 20.8%.
- The Government funded VET sector was up 0.35% while Chisholm up 23.1%.
- To highlight the success of our current Free TAFE campaign, while the Government-funded Victorian TAFE sector was up 8%, Chisholm was up 23.1%.
See the video case study below.