QS partners with higher education institutions to ensure connected student attraction and enrollment. They have over 1,200 clients, 19+ years of experience in higher education, and help clients enroll over 160,000 students annually. The document discusses results from a survey of 82% non-school leavers over 22 years old about factors influencing their choice of education. It found that career outcomes were the most important consideration, followed by specific course and area of study. Teaching quality, practical skills development, and career services were also highly valued. Marketing should emphasize work placements, teaching quality, and student stories to appeal to prospective students.

1. 111
Leveraging data
for choice
Kym Nguyen
Commercial Director

2. QS partners with HE clients to ensure a connected student attraction and enrolment experience
➢ 19+ years serving the higher education market
➢ #1 player in HE rankings, recruitment events and online portals
➢ 1,200 clients in higher education
➢ 160,000+ enrolments for clients from 2014 to 2016
➢ 4 global offices with 200+ employees in Bucharest, Melbourne, Kuala Lumpur and London
Who we are…

3. Right content,
right time,
right channel
Knowing motivations
optimises conversion
Streamline
communications to
create efficiencies
Remind why they
chose you and address
barriers flagged as
prospects
Re-market and ensure
desired outcomes are
still at the forefront
Objective: Actionable Insights

4. Survey Demographics
82%
>22 years old Non School-leavers Female
49%
2-3 institutions
48%
Stage = institution
46%
Stage = course
40%
Stage = field of study
80% 7/10

5. Leveraging data for choice
1. Choosing TAFE
2. Decision-making order
3. Student experience & teaching quality
4. Marketing campaigns & messaging

6. 1. Choosing TAFE

7. 9.52%
11.11%
12.70%
17.46%
23.81%
TAFE is a more affordable option for me than university
The course I want to study is not offered at university
TAFE is a better option for my future career compared to university
I am looking for a more practical course than I would get at university
I will get hands-on opportunities to learn work-ready skills
12.65%
16.05%
22.22%
23.77%
25.31%
Im looking for a pathway to further study
Im motivated mainly by personal interest
Im at the beginning of my career and want a qualification
Im looking to progress within my current career
I want to change career
Why study at TAFE?
Why TAFE and not university?

8. 2. Decision- making order

9. When considering where and what to study, which of the following do students consider first?
A. Area of Study B. Specific Course C. Career Outcome
Trivia Question:
1st
34%
2nd
33%
3rd
26%

10. Career is the most important factor when choosing course
6.69%
11.27%
11.62%
15.49%
24.65%
It includes a work placement
The course offers high quality teaching
It has affordable tuition fee options (e.g. payment plans)
It has flexible hours and delivery
It leads directly to my chosen career
Choosing a Course

11. If you offer the course, make sure to link it back to career outcomes
6%
9%
11%
16%
33%
High graduate employment rate
Good careers services
High teaching quality
Location
Offers course
Choosing an institution

12. 3. Student experience & teaching quality

13. 10%
13%
18%
19%
23%
Careers counselors/teachers
Ratings/rankings
Word of mouth
Institution website
Campus visit
How do they assess student experience?

14. Expectations for an ideal student experience
6%
6%
14%
15%
52%
Safety
Campus facilities
Student support services
Graduate outcomes
Teaching quality
8%
9%
11%
17%
33%
High satisfaction scores from previous students
Positive reviews from previous students
Make it clear how to succeed in course
Extensive real-world experiece
Passionate about the subject they teach
How teacher provides good teaching quality

15. Which 5 factors are most important to you when assessing teaching quality?
65% rank these as their top 5:
1. Teaching staff
2. Up-to-date technology
3. High graduate employment rate
4. Responsive to enquiries
5. Work places

16. 4. Marketing campaigns & messaging

17. 3.95%
18.42%
31.58%
46.05%
No influence
A minor influence
Most important factor in my decision
An important influence
Event’s influence
Events are effective for TAFE
Have
attended
42%
Plan to
attend,
39%
Haven’t
and
don’t
plan to,
19%

18. Suggested Marketing Content (prospective student perspective)
Work placement assistance and links to industry
Teaching staff’s passion, real-life experience and reviews
Current or former student stories
Imagery/photos of the institution
Practical tips for application

19. Leveraging data for choice
- Change & progress career
✓ Why have they chosen TAFE?
✓ What do they consider first?
- Course
✓ How do they define teaching quality?
- Passionate, real-world experience

20. TDA supports a 2019 TAFE Prospective Student Survey & Report
Participation is
FREE & EASY!

21. 212121
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