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MARKETING REPORT
TRAINEESHIPS
Marketing Department, Accredited Online Training
CONTENTS
The National Perspective Traineeship - The Product Commonwealth Traineeships User Choice Traineeships Government Funding Experts Premium Online Course Material SWOT Analysis Goals Objectives Individuals New Entrant Versus Existing New Target Markets Requirements:
Introduction 4
Positioning 8
Target-Consumer Demographics 19 Website Requirements 24 Public Relations Strategy and Execution 26 Product 28 Branding & Identity 30
Identity Colours Sample Collateral for Traineeship Sample Collateral for Retail Sample Collateral for Skilling Victoria Proposed Print Ads for Traineeship Mock-Ups for Traineeship Ads
Introduction
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Commonwealth Traineeships
Commonwealth Traineeships offer qualifications, which are fully funded by the Australian Government and are exclusively available to existing workers. By undertaking a qualification as a Commonwealth Traineeship, clients are able to approach the course in a self-paced format, tailored to suit the unique time constraints of their particular occupation Businesses may be eligible for $4000 in Commonwealth Employer Incentive payments per eligible employee There is no limit to the number of eligible employees entitled to this opportunity Commonwealth Traineeships are aimed at employees currently working in managerial roles and/or employees looking to work in a managerial position Eligibility: To be eligible for a position, applicants must be: Australian permanent resident Over the age of 15 An existing worker By definition, existing workers are those employees who have been employed: For longer than three months full-time, or For longer than 12 months part-time
Program
Traineeships take 12 months to three years to complete, and combine industry experience with structured training Training is delivered by the Supervising Registered Training Organisation and may be entirely on-the-job, or in college blocks of one day per month, or a week or more at a time The number of blocks required varies depending on the Traineeship Traineeships can be completed on a full-time (38 hours per week), part-time (15+ hours per week) or school-based (8+ hours per week) basis A one month probation period applies to most Traineeship, during this time either party can cancel the agreement by giving one weeks notice. Trainees are paid under the National Training Wage Award which compensates the employer for time spent in training
Reference: http://www.abs.gov.au/ausstats/abs@.nsf/Latestproducts/6228.0.55.0052009
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Statistics
In May 2011, there were 226,500 people aged 15-64 years who were employed as apprentices or trainees and part of the Australian Apprenticeship Scheme Of these, 108,000 people (48%) had commenced their apprenticeship or traineeship in the last 12 months In 2011, the majority of apprentices or trainees (79%) were males The highest number of apprentices and trainees, 60,300, were working within the Construction field of trade. There were 21,600 people who gained a place for an apprenticeship/traineeship but were not undertaking it in May 2011, while 36,400 people who applied for an apprenticeship/traineeship in 2011 were unsuccessful in gaining a place
Reference: http://www.abs.gov.au/ausstats/abs@.nsf/ Latestproducts/6227.0Main%20Features6May%202011?opendocument&t abname=Summary&prodno=6227.0&issue=May%202011&num=&view=
226,500
APPRENTICES
79%
OF APPRENTICES
MALES
Overall Trends
In-Training The number of apprentices and trainees in-training as at 30 June 2011 was 462 400, an increase of 52% from one year earlier For the 12 months ending 30 June 2011 Commencements The number of commencements in the 12 months ending 30 June 2011 was 319 700, an increase of 91% from one year earlier Of this:
WERE
Highlights
There were 462 400 apprentices and trainees intraining as at 30 June 2011, an increase of 52% from the previous year In the 12 months to 30 June 2011, compared with the previous year: commencements increased by 91%, to 319 700 completions increased by 51%, to 171 900 cancellations and withdrawals increased by 90%, to 136 200 For seasonally adjusted data, comparing the June quarter 2011 with the March quarter 2011: commencements in trades occupations decreased by 11% commencements in non-trades occupations decreased by 05% completions increased by 05% cancellations and withdrawals increased by 08% in-training numbers increased by 04%
State and territory commencements in the 12 months to 30 June 2011, compared with the previous year, showed:
New South Wales (+34%) Victoria (+198%) Queensland (+68%) South Australia (+48%) Western Australia (+99%) Tasmania (+57%) Northern Territory (+31%) Australian Capital Territory (-14%)
Reference: S:\Marketing\Z-A-team\Annual Report\Traineeships\Report, Word Doc: Apprentices and trainees 2011 - June Quarter
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Positioning
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SWOT Analysis
Strengths
Courses are 100% Online Saving time for employer and employee Qualifications allow University Pathway Direct delivery capability Website has eligibility tool (for filtering leads) Time Efficient for both Employee and Employer Consistent number of leads providing a strong foundation to expand Efficient processing of documents from lead to student
Weaknesses
Trainer Support is limited Reputation will grow relative to support or Customer Service Traineeship as a product requires branding and focus Lack of data collection and use
Opportunities
More partnerships and affiliates More partnerships with Universities and other traditional providers of education Increasing the focus to companies One Company = 1+ Employees Increase in knowledge of funding opportunities Rural and Mature Aged
Threats
Possible negative publicity arising from student complaints Emergence of providers of similar funding Emergence of new providers with better technology Saturation of providers offering the same funding
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Goals
AOT to be a well reputed and branded government supported training provider Increase Traineeship Department capacity 25% To reach a student capacity of Approx 25 per month June November 115 (6 Months) Student = SRTO Received
25%
25 students
6 months
TRAINEESHIP
Awareness
Infiltrate
Develop
Objectives
Traineeship Awareness Funding is available for the employed Funding is available for all ages (above 15) To develop and infiltrate the target markets Individuals, Corporates, Rural, Mature Aged To increase AOT Brand Awareness among the target markets
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We have two (2) groups: Individuals and Corporate These two groups are then sectioned again into Rural (individuals and Corporates and Mature Aged Regional)
Individuals
The individual is a person that is currently employed and is looking to up-skill The reasons for up-skilling would be predominantly for promotion opportunities, recognition of skill set or career diversity The individual would in most cases have not completed higher than Grade 12 Due to the involvement of the employer, they must be have a reasonable employer/employee relationship or within a company that is culturally supportive of training
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66%
180 160 140 120 100 80 60 Series1 40 20 0 January February March April May June July August September October November December
34%
100 90 80 70 60 50 40 30 20 10 0 January Series1 February March April May June July August September October November December
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27.24% BLANKS
14.28% Business
15.07% Administration
14.32% Management
9.96% Human Resources
6.94% Project Management 4.83% Frontline Management
4.36% Training and Assessment
2.97% Small Business Management
.02% Finance
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Table A. Main reason for undertaking an apprenticeship or traineeship by occupation of apprenticeship or traineeship for completers, 2008 and 2010 (%)
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Quarterly training activity in training by state/territory and selected training characteristics, as at 30 June 2011 (000)
Figure NB: The high reference to Certificate III and IV has to be put into perspective. Many trade orientated apprenticeships will result in a Certificate qualification and not a Diploma. This insight would also be relevant in terms of full and part time employment status.
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Target-Consumer Demographics
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2013
Business Size
Businesses are categorised as: Large Businesses; with employment of 200 or more persons Medium Businesses; with employment of 20 to less than 200 persons Small Businesses; with employment of less than 20 persons (including non-employing businesses) Throughout the course of the year if a particularly receptive company is highlighted due to unique industry elements, we focus our marketing to this industry following the geographical timetable Corporate Access Points (excluding print, web, TV etc): Via Human Resource Departments / TNA We need to avail of Learning Seats full potential Ensure completion of all updates to Learning Seat platform Corporate Packs to be delivered Databases of Australian Businesses Telephone contact made with all to gather information / contact and send information pack Follow up with appointment being set for TNA/ Traineeship Potential
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Rural
Rural Worker incentive - $1000 on commencement Online is predisposed to benefit the rural market. Australia is heavily weighted in population to regional areas and the day to day issues that persons and companies face is solved in the use of online training Rural areas biggest hurdle when it comes to training and education would be travel, facilities and level of qualifications provided. Online training solves all of these simply in its essence of study anywhere, anytime, trainer support and Nationally Accredited qualifications. The target market of Rural would be sectioned into Individuals and Corporates
Commencements by state/territory and selected training characteristics, June quarter 2011 (000)
Completions by state/territory and selected training characteristics, June quarter 2011 (000)
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Cancellations and withdrawals2 by state/territory and selected training characteristics, June quarter 2011 (000)
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Website Requirements
Requirements:
Traineeships will make use of 2 websites: wwwaoteduau and wwwyourfreelearningcom
wwwaoteduau
Update information and expansion of pages on website to facilitate specifically Traineeships from the Government Funding
wwwyourfreelearningcom
This website needs an overhaul SEO, design and information update Formalise text Defined Message Update Product Information Branded Product and Service SEO with statistics we can be far more focused Finalise development from lead captured data, relative to website and CRM
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The Public Relations strategy with need to be timed with having professional personnel that can facilitate showcasing the company, testing new marketing and practicing our selling
Business Networking
Troplinks
Website: http://wwwtroplinkscom/ To grow the Tropical Economy of Australia, by 2025, targeting a contribution of up to $30 billion to the economy
These may be via partnerships that we create with Wealth Creators, Professional Development Groups and or Partnership Program
Demographical Segmentation
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Product
64.28% 33.03%
BLANKS
61% 30% 14% 12% 11%
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BLANKS
2.67%
BY AGE
11%
5%
61
Diploma of Management - BSB51107 Diploma of Business - BSB50207 Diploma of Project Management - BSB51407 Cert IV in Business Administration - BSB40507 Certificate IV in Human Resources - BSB41007 Certifivate IV in Business - BSB40207 Cert IV in Small Business Management - BSB40407 Cert III in Business Administration - BSB30407 Cert IV in Frontline Management - BSB40807 Cert IV in Training & Assessment - TAE40110 Diploma of Business Administration - BSB50407 Diploma of Human Resource Management - BSB50607 Cert IV in Project Management - BSB41507
BY COURSES
7 6
8 8 8
13
16 15
22
BY STATE
BLANKS
69.19%
16.96%
VIC
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IdentityR C O L O U R S O U Colours
e Orang
colours
O R A N G E PMS 7408C G R E E N PMS 383C B L U E
( T R A I N E E S H I P S ) RGB values 245, 176, 73 F O R V I C T O R I A ) RGB values 179, 193, 103 Hexa #B3C167 Hexa #F5B049
Green B lue
PMS CMYK values Process Cyan PC 64, 5, 0, 0 ( S P E C I F I C CMYK values 50, 77, 0, 0 ( B A S E C O L O R )
Hexa #71B6E9
P U R P L E
C O U R S E S ) Hexa #577441D
B R O W N PMS 7533UP
Hexa #724891
G R E Y
( G E N E R A L CMYK values 0, 1, 0, 71
( L O G O
CMYK values 0, 1, 0, 43
G R E Y
CMYK values 0, 0, 0, 6
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Launching Strategies
Goal: Processes, Reporting, Sales and Marketing to be fluid, controlled and defined.
Finalising student data capture and capture processes Development of all Traineeship branding Finalising and market testing on new target demographics Soft launch utilising the fundamentals: Email, Online, Faxes Initial focus to Corporate entities Current 100% - New 10%
Individuals Corporate entities - Current 100% - New 10% Soft launch utilising the fundamentals: Email, Online, Faxes
MAY JUNE
Due to Phase One we will now have all relevant marketing material available and approved The data capture and reporting completed, resulting in education decisions on diversification and focus to other areas All target markets facilitated Online Print Professional Affiliates
Individuals Corporates Rural Soft Launch tactics Mature Aged - Soft Launch tactics
PHASE THREE
PHASE FOUR
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PHASE ONE
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
PHASE TWO
PHASE THREE
PHASE FOUR
AFFILIATES
Partnerships
Shopping Centres
PROMOTION
FAXES
Existing Datatbase
Emails
New Datatbases
Website
ONLINE
SEO
Google Adwords
Social Marketing
Go Farmer
Metro Classifeds
SC Media
Regional Papers
Corporate Packs
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2012 Forecast
2011 Overview
Monthly Average Leads Monthly Average Students Average Leads per Student Conversion Rate (L2S) Conversion Rate (EL2S) Conversion Rate (Eligibility Check - Student) Leads to Student Ratio (2012 Projection) Eligible Leads for 2011
It takes 15 (157) eligible leads to have 1 student
Figure 1.1
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2012 Forecast
Increase 10% Conversion Rate EL2S = 6.5% Department Focus for Increase Department Focus for Increase
PHASE ONE
Increase 15% Conversion Rate EL2S = 9.0% Increase 20% Conversion Rate EL2S = 12.0%
PHASE TWO
PHASE THREE
Increase 20% Conversion Rate EL2S = 15.0% Department Focus for Increase
PHASE FOUR
0%
Sales
35%
Sales
50% 50%
Sales Marketing
25% 75%
Marketing
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PHASE ONE
Increase 15% Conversion Rate EL2S = 9.0% Increase 20% Conversion Rate EL2S = 12.0%
PHASE TWO
PHASE THREE
PHASE FOUR
MARKETING FOCUS
Increasing lead quality Accessing Corporations Business Accessing Professional Affiliates Additional Partnership Online marketing: SEO and website updates Social Marketing
MARKETING FOCUS
Soft launch into Rural and Mature aged target markets Additional Partnership Additional reseller Online marketing: SEO and website updates Social Marketing
MARKETING FOCUS
Soft launch into Rural and Mature aged target markets Additional Partnership Additional reseller Online marketing: SEO and website updates Social Marketing
MARKETING FOCUS
TARGET MARKETS
Individuals Corporates Rural Mature Aged
TARGET MARKETS
Individuals Corporates Rural Mature Aged
Reporting and Processes 60 Second tool update to achieve higher quality leads Online marketing: SEO and website updates Corporate Packs created Corporate information facilitated online Social Marketing PR organized Additional Reseller
TARGET MARKETS
TARGET MARKETS
Individuals Corporates Rural - Soft Launch Tactics Mature Aged - Soft Launch
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Student Statistics
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Traineeship Statistics