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Chase Your Calling

Chisholm Institute. ‘Chase Your Calling’

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Chisholm campaign

THE STORY

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.

  • AudienceMelbourne: people 15+, SE suburb skew
  • ChannelsFTA TV, BVOD, YouTube, OOH (supersites), radio with program integration, print media
  • Deliverables45 sec, 30 sec and 15 sec TVC, 6sec TV, billboard art, digital display ads (multiple formats), social media

RESULTS

  1. 012018: Awarded AMI Education Campaign of the Year, enrolments up by 8%
  2. 022019: A 45% uplift in key course enrolments
  3. 0321% uplift in total student numbers against sector background of 8%
  4. 04Spontaneous recall up by 120%
  5. 05Consideration up by 160%

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