brand australia - austrade
DESCRIPTION
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.TRANSCRIPT
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 Website
6. Resources and support
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.
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Austrade’s network
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
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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).
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Austrade’s Work
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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
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Future Unlimited Video
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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
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Digital Campaign of Future Unlimited brand
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
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
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Resources
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