Putting TAFE Students on the Right Path with CSU Pathways

CSU MARKETING DIVISION

TAFE Pathways Integrated Marketing Communication Recommendations

Charles Sturt University, the leading TAFE Pathways provider was experiencing a fall in the number of TAFE Pathways undergraduates that they were educating, year on year. My team and I were tasked with the challenge of forming an Integrated Marketing Communications Recommendations that would advocate CSU as the best place for TAFE students to extend their education with the highest graduate employment rate.

OBJECTIVES

Increase student load
Enhance category need
Increase brand awareness
Improve brand attitude
Cement brand purchase intention

TARGET AUDIENCE

STRATEGY & INSIGHTS

Idea - Why Stop Now?

The destination in your journey is CSU

Challenge students to realise how close they are to getting a degree and empower them to believe that they are capable, by implementing an integrated marketing communications campaign that asks students to ask themselves, ‘why would I stop now?’