This document outlines Learn.com.au's marketing strategy to promote brand awareness through various offline and online initiatives. In the short term, they plan to raise awareness at career fairs and information sessions at high schools. Medium term plans include more information sessions targeted at low socioeconomic schools. Long term goals involve partnering with IDP to reach international students. Key performance indicators and costs are provided for the various initiatives. The overall goal is to target students from low income backgrounds and schools to empower individuals through active learning.

1. Introducing
Learn.com.au

2. Learn.com.au
MAKE LEARNING FUN AND
MEMORABLE!

3. Empower individuals
through active and
creative learning

4. The problem
What are the most efficient
ways to promote brand
awareness in an offline
market?

5. The solution
1. Information booth & session
2. Awareness through career’s
fair
3. Guest speaking & interaction
a. Increased awareness
b. Enhanced learning experience
c. Challenge status quo

6. Short Term Analysis

7. 1. Career Fairs
Cherrybrook
Technology High
school
Why?
What?
Cost?

8. Why Cherrybrook fair?
Largest Event

9. Why Cherrybrook fair?
Largest Event Low ranking schools Large enrolment in VET programs
Galston HS
300
CherryBrooke HS
CastleHill HS
Epping Boys HS
200
200
100

10. Cherrybrook Technology Institute
★ Brand Awareness
★ Promoting the
story
★ Networking
★ Relationship
development

11. Our Marketing Strategy...

12. KPI
1000
35% x 1000 = 350
100% x 700 = 350 new users!
We only need 3 users to certify
for a profit!

13. Cost?
Estimated Total Costs:
$1,800

14. Mid- Term Analysis (including 2017)

15. 2. Information
Sessions Why?
What?
Cost?

16. Why?
- Only 60 percent of students with low socioeconomic backgrounds finish schools
- One in four Australian students do not finish year 12

17. Information Sessions at Low
Socioeconomic High Schools
- Creating personal relationships and emotional connections
- Question and Answer

18. Cost?

19. Overall Marketing Goal...
Target Audience: Low income students & economically disadvantaged high schools
Short Term
Photo Booths and
IPads at Career
Fairs
Medium Term
Information Sessions
throughout low
socioeconomic High Schools
Long Term
IDP and
international
awareness

20. Implementation Timeline
Learn.com.au’s current position and what’s left to tackle
17 August 2016
Cherrybrook Tech
Careers Fair
22-25 June 2017
Western Sydney
Career Expo
1-4 June 2017
The HSC Careers
Expo
Aug Sept Nov Dec Jan Feb Mar Apr May Jun Jul Aug
Information Session
2 - Term 1
Information Session
1- Term 4
5 November 2016
1 February 2017

21. Long Term Analysis (3 Years
onwards)

22. 3. Long term 3
Year Plan
Why?
What?
Cost?

23. IDP Education
Target audience: International Student Outreach

24. - 400,000 students
- 89 international student placement centres
- Trusted
- Partnerships
- University fairs
WHY? WHAT?

25. $38,000 x 3 = $114,000
(USYD, 2016)
The Struggles of
an International
Student

26. $3,250 + time
Acquire skills to work while studying
The Struggles of
an International
Student

27. Thank you for listening. Any questions?

28. Appendix

29. Cost Breakdown
No Item Quantity Cost Per Item Total Cost
1 Printing
Brochures
500 $0.02 $8.80
2 Posters 2 $47.00 $94.00
3 Banner 1 $50.00 $50.00
4 Ipad mini 2 3 $369.00 $1,107.00
5 Photobooth 1 $500.00 $500.00
Total $1,759.80

30. Booth Details

31. References with PDF
http://www.dec.nsw.gov.au/about-us/plans-reports-and-statistics/key-statistics-and-reports
Key statistics and data for schools NSW
http://www.dec.nsw.gov.au/about-us/plans-reports-and-statistics/key-statistics-and-reports/tafe-nsw-statistics-newsletters
Tafe Statistics and Data NSW
http://bettereducation.com.au/results/Hsc.aspx?yr=2014
HSC Rankings - Exam attendance 2007 - 2015
https://www.myschool.edu.au/
VET FEE Applications + Year 10 dropout rate/ results+ VET in schools across NSW + completion rate- Total Enrolments NSW 2008 - 2015
http://www.nap.edu.au/results-and-reports/national-reports
3-7years details (extrapolate potential target market)
http://www.dukeofed.com.au/about-the-award/the-award/
Internship program + community service

32. Cherrybrook tech and other schools

33. International Student Enrollments in
Australia
Source: Australian Government Department of Education and Training, 2016