Brand Australia
Quentin Stevenson-Perks
Group Manager
International Education
AUSTRADE
CONTENTS
1. Role of Austrade
2. Strategic Objectives and Priorities
3. Austrade’s work
4. Future Unlimited Brand
5. SIA We...
Role of Austrade
Austrade is the Australian Government’s trade, investment and
education promotion agency.
With a network ...
Austrade’s network
Strategic objectives for Education
Austrade has a global marketing and promotion framework, endorsed by
the Minister for T...
We focus on five key priorities to realise these strategic
objectives
1. Improving perceptions of Australia’s internationa...
Austrade’s Work
7
Repositioning Australian Education – Future Unlimited
• Future Unlimited is the brand for promoting Australian education
i...
9
10
Future Unlimited Video
11
Brand Licensing
Who can use the brand?
• Organisations whose core business is Australian education and
training or its mar...
Digital Campaign of Future Unlimited brand
Study in Australia website
• 73% growth in visits (Jan 2013)
• 2 million+ visits (Jan 2013)
• Redevelopment early June 201...
Agent Engagement
• Agent briefing and training sessions in a variety of markets with DIAC
and AEI
– Developments in Austra...
Resources
16
Brand Australia - Austrade
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Brand Australia - Austrade

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Australia's Chaney report is meant to signal the government’s commitment to the sector’s health and growth, and its recommendations will inform the development of a national five-year strategy for Australian international education.

While the industry now looks for quick action from government on the report’s recommendations, a more immediate boost has appeared in the form of a major youth marketing campaign from Tourism Australia.

Read our accompanying ICEF Monitor article ''Chaney report sets out measures to strengthen Australian international education sector'' here: http://bit.ly/1oJd4T4.

For more industry news, market intelligence, research and commentary for international student recruitment please visit http://www.icefmonitor.com, subscribe for free daily or weekly updates, and follow us on Twitter http://www.twitter.com/icefmonitor.

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Brand Australia - Austrade

  1. 1. Brand Australia Quentin Stevenson-Perks Group Manager International Education AUSTRADE
  2. 2. CONTENTS 1. Role of Austrade 2. Strategic Objectives and Priorities 3. Austrade’s work 4. Future Unlimited Brand 5. SIA Website 6. Resources and support
  3. 3. Role of Austrade Austrade is the Australian Government’s trade, investment and education promotion agency. With a network of offices in over 50 countries, we • assist Australian companies to grow their international business, • attract productive foreign direct investment into Australia and • promote Australia’s education sector internationally. 3
  4. 4. Austrade’s network
  5. 5. Strategic objectives for Education Austrade has a global marketing and promotion framework, endorsed by the Minister for Trade, with 3 strategic objectives: 1. to contribute to the growth in demand for Australian education 2. to contribute to the repositioning of Australia as a provider of high quality education services to international students 3. to contribute to the building of a sustainable Australian international education sector 5
  6. 6. We focus on five key priorities to realise these strategic objectives 1. Improving perceptions of Australia’s international education through the Future Unlimited brand and an effective media strategy; 2. Identification and qualification of opportunities for Australian international education providers, especially in Asia and other growth and emerging markets; 3. Executing an effective engagement strategy with offshore education agents; 4. Delivering quality and timely market research, intelligence and services to Australia’s international education sector; and 5. Engaging with stakeholders (key government and non-government organisations, both onshore and offshore). 6
  7. 7. Austrade’s Work 7
  8. 8. Repositioning Australian Education – Future Unlimited • Future Unlimited is the brand for promoting Australian education internationally • Emphasises association between Australian education and future success - real outcomes, durability • Used by Austrade in all education marketing in more than 50 countries • Broader reach through licensing program, involving over 260 licensed organisations • Next stage of repositioning – proposed global digital campaign from September 2013 8
  9. 9. 9
  10. 10. 10
  11. 11. Future Unlimited Video 11
  12. 12. Brand Licensing Who can use the brand? • Organisations whose core business is Australian education and training or its marketing and promotion internationally. • Over 250 organisations have licensed the brand already, including some of the world’s largest education agencies • Currently 58 Agents and Agent associations are licensed • Licences are free • For details about the brand licensing process, the obligations of licensees and examples of the brand in use www.austrade.gov.au/futureunlimited 12
  13. 13. Digital Campaign of Future Unlimited brand
  14. 14. Study in Australia website • 73% growth in visits (Jan 2013) • 2 million+ visits (Jan 2013) • Redevelopment early June 2013 – Coincides with campaign • Major changes to content & function • Increased interactivity & dynamism – social media • Agents listed on local SIA pages • Up to date information about Australian education and events
  15. 15. Agent Engagement • Agent briefing and training sessions in a variety of markets with DIAC and AEI – Developments in Australian education – Scholarship schemes – Visa changes • Regular Agent newsletters in many markets • Support for Agent-led exhibitions • Guide to studying and living in Australia – free download from SIA website • Sign up to our Global Education Newsletter (GEN) to stay up to date on Austrade’s activities 15
  16. 16. Resources 16

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