The document summarizes the work of the SSTVET Promotions team in promoting technical and vocational education and training (TVET) in Laos between 2018-2021. Key accomplishments include: 1) Developing evidence-based promotion strategies through audience research and segmentation. 2) Implementing a participatory strategy across 8 TVET colleges using digital channels and capacity building. 3) Adapting digital content production skills and social media management amid the COVID-19 pandemic, increasing engagement on official Facebook pages and audiences for TVET brands.

1. Joel Wayne A. Ganibe, Team Leader
SSTVET Promotions

2. Emerging impacts of the SSTVET Promotions Q2 2021
Profiled audiences
were user-cased and
personified
Audiences were
consulted, analyzed,
and segmented and
profiled
Specific channels were created to engage
each audience segment/persona/user profile
1
2
3
Captured
audience
increasing
TVET College brands and external
communications improving in reach and
content: (influence on audience
awareness and attitude enhanced)
4

3. TARGET OUTCOME: ACCESS TO TVET INSTITUTIONS FOR
DISADVANTAGED STUDENTS INCREASED
The development and refinement of TVET promotion strategiesto increase demand
The TVET Promotion Firm was deployed in December 2018 with the following accomplishments:
1. Submission of Inception Report in January 2019 and created 2 digital channels
2. Submission of Baseline Study in April 2019 and created 2 more digital channels and proved traction
3. Prepared TVET Promotion Strategy and Tool Kits in July 2019 and conducted the Implementation Workshop in
September 2019.
4. Created the mentoring/coaching channel for all TVET Colleges on Facebook/WhatsApp and populated 5 central
digital channels with content; Adjusted the Colleges’ branding protocols and submitted budget for NOL (NOL’d from
ADB January 2020)
• https://www.facebook.com/groups/SSTVET.SENT.Lao/
• www.facebook.com/TVED.Laos (broadcasted 2 episodes)
• Lao.TVET. ໂອກາດ
• GIRLS.TVET.Laos
• www.facebook.com/goodJOBlaos
• https://www.facebook.com/SSTVETP.laos/

4. Overall performance of TVET promotions work
• Key milestones were achieved on schedule with emerging impacts, as a result of
• series capacity building schemes, clarifying structure and area of responsibility
• establishing of various social marketing campaigns, and
• providing continuous mentoring and coaching.
• TVET staff who attended trainings have increased their knowledge and skills in
• strategic planning and communications,
• use of social media as a platform to promote their college’s brand, and
• increased engagement with their existing students as well as prospective students.
• Increased image and positive profile of TVET colleges through
• the interactions of teachers and students in social media platforms (likes/shares/comments/direct messages)
• showing upward trends in becoming members and followers of Facebook Groups and Pages.
Q3 2020 8 IMPLEMENTING UNITS
FINALLY ADAPT DIGITAL CONTENT
PRODUCTION SKILLS AND START DIGITAL
WORKING CULTURE, ACCELERATING
ADAPTATION TO NEW NORMAL
CONTEXT/MID-COVID 19 PANDEMIC:
achieves traction in official FB Pages with
single posts getting 80,000 plus views!
Q3 2019 participatory STRATEGY
SUCCESSFULLY INTEGRATES STRUCTURE
(ORG. DESIGN) AND DIGITAL MODE FOR
INDUSTRY 4.0 CONTEXT; first campaign
has minimal impact as they familiarize
with tools
Q1 2019 target audience
insights & behavioral drivers
provided inputs to strategy
design
Q3 2021
• FINAL STUDY
OF IMPACT
• COMPLETION
OF
CONTRACT
DONE
DONE
DONE
DOING
1
2
3
4

5. Success Story
DECIDE. ACCELERATE. INNOVATE.
DAI=CAN DO

7. First we clarified the structure to answer:
WHO WILL DO WHAT
The next question answered: WHAT are minimum
competencies needed to install? (training needs)
Next question: What do we say to whom?
How to say it? Where to say it?
when?

8. STRATEGIC
GAINS BY
SSTVET
PROMOTIONS
TEAMS/IU’s
1. EVIDENCE-BASED
PLANNING:
Conduct of baseline and
formative study where
audiences were consulted,
analyzed, and segmented and
profiled according to level of
awareness, attitude towards
TVET and level of influence on
target enrollees. Target
audience insights & behavioral
drivers provided inputs to
strategy design;

9. • Where do we say it to reach our targets most
effectively? DIGITAL CHANNELS

10. STRATEGIC GAINS
BY SSTVET
PROMOTIONS
TEAMS
2. Participatory strategy
was developed and
implemented by
TVED/EMIS and 8 TVET
Colleges successfully
(organization design) by:
a) segmenting each audience into user-cases/ persona’s;

11. STRATEGIC GAINS
BY SSTVET
PROMOTIONS
TEAMS
2. Participatory strategy
was developed and
implemented by
TVED/EMIS and 8 TVET
Colleges successfully
(organization design)
by:
a) segmenting each
audience into
user-cases/
persona’s;

12. Motivational
factors from
analysing the
target segments

13. STRATEGIC GAINS BY
SSTVET PROMOTIONS
TEAMS
3. Delivered more intensive training/capacity building on
channels management and content development (messaging);
• First campaign tested actual TVET College capacities for
calibration and further training;
• retrained all teams per calibration in July 2020;
4. Adaption and mainstreaming of TVET promotion by Q3 2020 wherein 8
IMPLEMENTING UNITS and the TVET Department adapted digital content
production skills and start digital working culture, accelerating adaptation
to new normal context/mid-COVID-19 pandemic where official FB Pages
getting popularity and reaching and capturing more audiences with single
posts getting 80,000 plus views.
i) captured audience via Alumni groups increasing via membership drive
to facilitate alumni relations; tracer studies; and invite alumni as promo-
partners to encourage enrolment in specific colleges and courses;
(ii) general audience captured via FB pages measured by increasing
LIKES/FOLLOWING and interaction on posts especially on announcement
on courses available, scholarships. (TVET Page plus prospect students are
conversing online and have received numerous inquiries in page INBOX);
and
(iii) TVET College branding enhanced via video content (created by
enabled TVET Promo teams) and have begun increasing audience
influence.

15. Overall performance of TVET promotions work
EMERGENCE OF “7 BEST PRACTICES” FOR TVET SOCIAL MEDIA MANAGEMENT
1. Invite Alumni/Student as co-admin in FB Group tasked to invite and admit alumni
2. Require all students/teachers to LIKE/FOLLOW your official FB Page
3. Monitor your Page inbox and answer messages within 3 hours maximum
4. Ask your SET team to propose key messages/announcements for the week and check if
done after the week.
5. Share posts from TVED/Goodjob/marketplace/TVETgirls
• https://www.facebook.com/TVED.Laos
• https://www.facebook.com/skills.marketplace/
• https://www.facebook.com/TVET.girls.la
• https://www.facebook.com/goodJOBlaos
6. Ask Students/Teachers to create original content (posters/videos/advice using your free
CANVA and share on Page/Alumni Group
7. Ask Teachers/Students to react/comment/share/ all posts by official FB Page

16. Supporting data

17. The TOR has been charted as TASKS/Sub-tasks
and distributed into the three basic STAGES of
implementation: Preparation, Implementation
and Completion.
three basic STAGES: Preparation, Implementation and Completion
Preparation Implementation Completion
SY 2019-20 SY 2020-21 SY 2021-22
TVET PROMOTIONS STRATEGY Design & Implementation
DECIDE. ACCELERATE. INNOVATE
DONE DOING
Sustained digital
promotions
REMAINING ACTIVITIES
Activity tracking
‘Online’
continuous
tracking

18. Growth of Facebook Group Alumni members
0
500
1000
1500
2000
Vientiane Province
0
200
400
600
800
Dongkhamxang
736
738
740
742
744
746
748
750
Sep-20
Oct-20
Nov-20
Dec-20
Jan-21
Feb-21
Mar-21
Apr-21
May-21
Jun-21
Pakpasak
0
200
400
600
800
1000
1200
Vientiane-Hanoi
0
100
200
300
400
500
Polytechnic
0
200
400
600
800
1000
1200
1400
Khammuane
0
20
40
60
80
Savannakhet
0
50
100
150
200
250
300
Champasak
70.6% Growth in Avg. 8.7% Growth in Avg. -0.3% Growth in Avg. 31.2% Growth in Avg.
142.4% Growth in Avg. 95.7% Growth in Avg. 49.5% Growth in Avg. 59.0% Growth in Avg.

19. Growth of Facebook Page followers
0
2000
4000
6000
8000
10000
12000
14000
Vientiane Province
0
500
1000
1500
2000
2500
3000
Dongkhamxang
0
10000
20000
30000
40000
50000
Aug-20
Sep-20
Oct-20
Nov-20
Dec-20
Jan-21
Feb-21
Mar-21
Apr-21
May-21
Jun-21
Pakpasak
0
500
1000
1500
2000
2500
Vientiane-Hanoi
0
2000
4000
6000
8000
10000
12000
14000
Polytechnic
0
500
1000
1500
2000
2500
Khammuane
0
500
1000
1500
2000
2500
3000
3500
Savannakhet
0
500
1000
1500
2000
2500
Aug-20
Sep-20
Oct-20
Nov-20
Dec-20
Jan-21
Feb-21
Mar-21
Apr-21
May-21
Jun-21
Champasak
10.1% Growth in Avg. 14.8% Growth in Avg. 1.2% Growth in Avg. 61.8% Growth in Avg.
8.7% Growth in Avg. 54.0% Growth in Avg. 194.0% Growth in Avg. 29.9% Growth in Avg.

20. OFFICIAL YOUTUBE CHANNEL for TVET Department:
https://www.youtube.com/channel/UCi7ervxTkkUxuM3EQBXrqDA/
Sample TRACTION of TVET College (TCVP) Course Announcement post as of 30 October 2020
TVET College brands and
external communications
improving in reach and
content

21. TVET
COLLEGE
Activities Achievement FINAL NO. OF
MEMBERS/
FOLLOWERS
ONLY
Social Media
Channel
URL
VTE PROVINCE
TVET COLLEGE
Alumni Engagement 70.6% Growth 1,624 Alumni Group https://www.facebook.com/groups/TCVP.Alumni/
General Public
Engagement
10.1% Growth 12,629 FB Page https://www.facebook.com/TCVP.Official/
DONGKHAMXANG
TVET COLLEGE
Alumni Engagement 8.7% Growth 732 Alumni Group https://www.facebook.com/groups/DKX.Alumni.DATC/
General Public
Engagement
14.8% Growth 2,504 FB Page https://www.facebook.com/DATC.Official/
PAKPASAK Alumni Engagement -0.3% Growth 741 Alumni Group https://www.facebook.com/groups/pakpasakofficial
General Public
Engagement
1.2% growth 41,435 FB Page https://www.facebook.com/PakpaksakOfficial/
POLYTECHNIC Alumni Engagement 142.4% Growth 439 Alumni Group https://www.facebook.com/groups/ptcalumni/
General Public
Engagement
8.7% Growth 11,748 FB Page https://www.facebook.com/Ptclao/
ACHIEVEMENT TRACKING TVET PROMOTION. Please indicated list of activities under TVET promotion with some analysis such as
achievement, real time number of viewer the face book and website.

22. TVET COLLEGE Activities Achievement FINAL NO. OF
MEMBERS/
FOLLOWERS
ONLY
Social Media
Channel
URL
VTE-HANOI TVET
COLLEGE
Alumni
Engagement
31.2% Growth 1,051 Alumni Group https://www.facebook.com/groups/VHFTVC.Alumni/
General Public
Engagement
61.8% 2,066 FB Page https://www.facebook.com/vhftvc/
KHAMMOUANE
TVET COLLEGE
Alumni
Engagement
95.7% Growth 1247 Alumni Group https://www.facebook.com/groups/KTVC.Laos/
General Public
Engagement
54.0% Growth 2,189 FB Page https://www.facebook.com/KTVC.Official/
SAVANNAKHET TVET
COLLEGE
Alumni
Engagement
49.5% Growth 67 Alumni Group https://www.facebook.com/groups/STVC.Alumni/
General Public
Engagement
194.0%
Growth
2,924 FB Page https://www.facebook.com/STVCollege
CHAMPASSAK
TVET COLLEGE
Alumni
Engagement
59.0% Growth 285 Alumni Group https://www.facebook.com/groups/CTC.Alumni.Offici
al/
General Public
Engagement
29.9% Growth 2,172 FB Page https://web.facebook.com/ctclaos.official/
ACHIEVEMENT TRACKING TVET PROMOTION. Please indicated list of activities under TVET promotion with some analysis such as
achievement, real time number of viewer the face book and website.

23. TOTAL Alumni
Engagement
36.9%
Growth
6,186 Alumni
Group
N/A
General Public
Engagement
38.0%
Growth
77,667 FB
Page
N/A
TVED
Engagement N/A 1,309 PAGE https://www.facebook.com/TVED.Laos/
Engagement N/A 1,179 PAGE https://www.facebook.com/skills.marketplace/
Engagement N/A 1,052 PAGE https://www.facebook.com/TVET.girls.la
Engagement N/A 1,288 PAGE https://www.facebook.com/goodJOBlaos
COVERED PERIOD: MARCH 2020-MAY 2021 ONLY
REMARKS: purely sustained by TVET College Teams stage