Report Marketing Trainee Ships Web Version

2012
MARKETING REPORT
TRAINEESHIPS
Marketing Department, Accredited Online Training
CONTENTS
The National Perspective Traineeship - The Product Commonwealth Traineeships User Choice Traineeships Government Funding Experts Premium Online Course Material SWOT Analysis Goals Objectives Individuals New Entrant Versus Existing New Target Markets Requirements:
Introduction 4
Positioning 8
Marketing Goals and Objectives 11
Target-Consumer Demographics 19 Website Requirements 24 Public Relations Strategy and Execution 26 Product 28 Branding & Identity 30
Identity Colours Sample Collateral for Traineeship Sample Collateral for Retail Sample Collateral for Skilling Victoria Proposed Print Ads for Traineeship Mock-Ups for Traineeship Ads
Launching Strategies 37 2012 Forecast 40

2011 Overview 2011 Conversion Rate Overview 2012 Forecast
Student Statistics 45 Traineeship Statistics 66
Introduction
The National Perspective

Traineeships are intended to ensure that Australia is competitive against worldwide benchmarks and that skills shortage areas are addressed Traineeships provide eligible employees with relevant skills, knowledge and hands on experience through structured workplace (on-the-job and off-the-job) training They are increasingly being used by employees to upgrade their qualification levels in order to compete in todays competitive employment market Unlike full-time university or college, traineeship training is undertaken both in the workplace and off-the-job, providing practical hands-on experience and a qualification while continuing to receive a wage A trainee and their employer must sign a contract to work together so that the trainee can learn the skills of the occupation they have chosen A traineeship can be full-time or part-time The length of a traineeship is usually 24 months but it depends on how quickly he or she learns the skill of the traineeship
Traineeship - The Product

The objective of the Commonwealth Incentive Program is to develop a more skilled Australian workforce that delivers long term benefits for our nation and our international competitiveness. The means of implementing this objective is by encouraging employers, through financial incentives, to open up genuine opportunities for skills based training for their employees Traineeships are fully structured training programs that are Government Accredited and consist of a prescribed list of skills and competencies to be achieved by the Trainee The focus is on the learning of practical skills and competence in the Trainees workplace supplemented by the Trainees supervisors and assessors The courses are designed around work-based tasks and projects This allows the participant to gain experience in real situations and have the opportunity to practice and develop skills, interact with colleagues and clients and utilise their growing knowledge of their companys processes, products and services On completion the Trainee will be provided with a Nationally Recognised Qualification. Within a Traineeship there is also the potential of RPL - Recognition of Prior Learning If a Trainee already has competence in the area of study, they can/may have those skills recognised Evidence must accompany the application as per Accredited Online Training RPL policies
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2012 MARKETING REPORT
TRAINEESHIPS
Commonwealth Traineeships
Commonwealth Traineeships offer qualifications, which are fully funded by the Australian Government and are exclusively available to existing workers. By undertaking a qualification as a Commonwealth Traineeship, clients are able to approach the course in a self-paced format, tailored to suit the unique time constraints of their particular occupation Businesses may be eligible for $4000 in Commonwealth Employer Incentive payments per eligible employee There is no limit to the number of eligible employees entitled to this opportunity Commonwealth Traineeships are aimed at employees currently working in managerial roles and/or employees looking to work in a managerial position Eligibility: To be eligible for a position, applicants must be: Australian permanent resident Over the age of 15 An existing worker By definition, existing workers are those employees who have been employed: For longer than three months full-time, or For longer than 12 months part-time
User Choice Traineeships

Traineeships are nationally recognised training programs designed to give employees the vocational skills essential for their chosen career paths Traineeships are established in conjunction with Australian Apprenticeship Centres (AACs) and employers who formalise an employment and training contract. There are a number of benefits for both the employer and trainee which can be claimed as part of this process In Queensland, Traineeships are administered by the Department of Education and Training and are known as User Choice Traineeships Traineeships can be undertaken as fulltime, part time or as a school-based activity BSG provides a flexible delivery model which allows trainees to access workshops or engage in the training remotely through workbooks and portfolios An individual training plan will be developed in conjunction with both the trainee and employer prior to commencement to ensure positive learning outcomes within the designated timeframe
Program
Traineeships take 12 months to three years to complete, and combine industry experience with structured training Training is delivered by the Supervising Registered Training Organisation and may be entirely on-the-job, or in college blocks of one day per month, or a week or more at a time The number of blocks required varies depending on the Traineeship Traineeships can be completed on a full-time (38 hours per week), part-time (15+ hours per week) or school-based (8+ hours per week) basis A one month probation period applies to most Traineeship, during this time either party can cancel the agreement by giving one weeks notice. Trainees are paid under the National Training Wage Award which compensates the employer for time spent in training
Reference: http://www.abs.gov.au/ausstats/abs@.nsf/Latestproducts/6228.0.55.0052009
TRAINEESHIPS
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Statistics
In May 2011, there were 226,500 people aged 15-64 years who were employed as apprentices or trainees and part of the Australian Apprenticeship Scheme Of these, 108,000 people (48%) had commenced their apprenticeship or traineeship in the last 12 months In 2011, the majority of apprentices or trainees (79%) were males The highest number of apprentices and trainees, 60,300, were working within the Construction field of trade. There were 21,600 people who gained a place for an apprenticeship/traineeship but were not undertaking it in May 2011, while 36,400 people who applied for an apprenticeship/traineeship in 2011 were unsuccessful in gaining a place
Reference: http://www.abs.gov.au/ausstats/abs@.nsf/ Latestproducts/6227.0Main%20Features6May%202011?opendocument&t abname=Summary&prodno=6227.0&issue=May%202011&num=&view=
226,500
APPRENTICES
79%
OF APPRENTICES
MALES
Overall Trends
In-Training The number of apprentices and trainees in-training as at 30 June 2011 was 462 400, an increase of 52% from one year earlier For the 12 months ending 30 June 2011 Commencements The number of commencements in the 12 months ending 30 June 2011 was 319 700, an increase of 91% from one year earlier Of this:
WERE
Australian Vocational Education and Training Statistics

Apprentices and Trainees - June Quarter - 2011
Highlights
There were 462 400 apprentices and trainees intraining as at 30 June 2011, an increase of 52% from the previous year In the 12 months to 30 June 2011, compared with the previous year: commencements increased by 91%, to 319 700 completions increased by 51%, to 171 900 cancellations and withdrawals increased by 90%, to 136 200 For seasonally adjusted data, comparing the June quarter 2011 with the March quarter 2011: commencements in trades occupations decreased by 11% commencements in non-trades occupations decreased by 05% completions increased by 05% cancellations and withdrawals increased by 08% in-training numbers increased by 04%
trades commencements increased by 38% non-trades commencements increased by 115%
State and territory commencements in the 12 months to 30 June 2011, compared with the previous year, showed:
New South Wales (+34%) Victoria (+198%) Queensland (+68%) South Australia (+48%) Western Australia (+99%) Tasmania (+57%) Northern Territory (+31%) Australian Capital Territory (-14%)
Reference: S:\Marketing\Z-A-team\Annual Report\Traineeships\Report, Word Doc: Apprentices and trainees 2011 - June Quarter
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TRAINEESHIPS
Positioning
Government Funding Experts

If you want government funding, AOT are the experts in the field of accessing government funding We have a department and/team devoted to the process, making it quick, effortless and time effective Choose a course and well handle the rest! With so many funding options you need a professional on your side The AOT Government Funding team make it easy; you choose the course and we process the paperwork! All completed within 7 days! Its the chance of a lifetime to get a qualification today! We are your Government Funding Experts There are many funding opportunities for individuals and businesses to utilise for training and education Our Government Funding Department staff are dedicated to providing you maximum funding available Start achieving you career goals and increasing your career prospects now!
Premium Online Course Material

We are developers of course material; the easiest, quickest, most convenient and up to date education platform 100% Online Training for your Employees with Complete Trainer Support Accredited Online Training provide facilitated online courses that enable staff to gain formal qualifications without leaving the workplace 100% Online Courses No classrooms to attend, No travel Virtual Classroom, Online Reference Library & resource material 100% Full Supported Dedicated Professional trainer support 100% Course Quality Our qualifications are nationally recognised and are meet the highest standard
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TRAINEESHIPS
SWOT Analysis
Strengths

Courses are 100% Online Saving time for employer and employee Qualifications allow University Pathway Direct delivery capability Website has eligibility tool (for filtering leads) Time Efficient for both Employee and Employer Consistent number of leads providing a strong foundation to expand Efficient processing of documents from lead to student
Weaknesses

Trainer Support is limited Reputation will grow relative to support or Customer Service Traineeship as a product requires branding and focus Lack of data collection and use
Opportunities
More partnerships and affiliates More partnerships with Universities and other traditional providers of education Increasing the focus to companies One Company = 1+ Employees Increase in knowledge of funding opportunities Rural and Mature Aged
Threats

Possible negative publicity arising from student complaints Emergence of providers of similar funding Emergence of new providers with better technology Saturation of providers offering the same funding
TRAINEESHIPS
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Marketing Goals and Objectives
Goals
AOT to be a well reputed and branded government supported training provider Increase Traineeship Department capacity 25% To reach a student capacity of Approx 25 per month June November 115 (6 Months) Student = SRTO Received
25%
25 students
6 months
TRAINEESHIP
Awareness
Infiltrate
Develop
Objectives
Traineeship Awareness Funding is available for the employed Funding is available for all ages (above 15) To develop and infiltrate the target markets Individuals, Corporates, Rural, Mature Aged To increase AOT Brand Awareness among the target markets
TRAINEESHIPS
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We have two (2) groups: Individuals and Corporate These two groups are then sectioned again into Rural (individuals and Corporates and Mature Aged Regional)
Individuals
The individual is a person that is currently employed and is looking to up-skill The reasons for up-skilling would be predominantly for promotion opportunities, recognition of skill set or career diversity The individual would in most cases have not completed higher than Grade 12 Due to the involvement of the employer, they must be have a reasonable employer/employee relationship or within a company that is culturally supportive of training
Leads Sorted by Age
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TRAINEESHIPS
Leads Sorted by State
Leads Sorted by Gender
66%
180 160 140 120 100 80 60 Series1 40 20 0 January February March April May June July August September October November December
34%
100 90 80 70 60 50 40 30 20 10 0 January Series1 February March April May June July August September October November December
TRAINEESHIPS
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Leads Sorted by Subject Interest
27.24% BLANKS
14.28% Business
15.07% Administration
14.32% Management
9.96% Human Resources
6.94% Project Management 4.83% Frontline Management
4.36% Training and Assessment
2.97% Small Business Management
.02% Finance
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TRAINEESHIPS
New Entrant Versus Existing

Due to the nature of our leads demographic, Existing Worker traineeships are the vast majority Our leads fall predominantly into the group of Existing Worker due to age, current skill set and current employment status and security Our leads are predominantly over 30 and possess a skill set the positions them towards the Certificate IV and Diploma level qualification. Additionally, individuals currently in employment will have the required employer/employee relationship and required to facilitate and support a traineeship In the non-trade Traineeship sector there are solid numbers in the potentially New Entrant market This can be focused on more predominantly via the Corporate target demographic Ref Figure
Reasons for undertaking an apprenticeship or traineeship

More apprentices and trainees undertook their training for employment related reasons in 2010 than in 2008, an increase of 97 percentage points for completers to 657% and 107 percentage points for non-completers to 743% Compared with 2008, more apprentices and trainees in a: non-trade occupation undertook their training because it was recommended by their employer, up 182 percentage points to 319% for completers and 178 percentage points to 321% for non-completers
Main reasons for undertaking apprenticeship or traineeship
Table A. Main reason for undertaking an apprenticeship or traineeship by occupation of apprenticeship or traineeship for completers, 2008 and 2010 (%)
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Table B. Trades and non-trades3,4 commencements, seasonally adjusted,1 200111 (000)
Quarterly training activity in training by state/territory and selected training characteristics, as at 30 June 2011 (000)
Figure NB: The high reference to Certificate III and IV has to be put into perspective. Many trade orientated apprenticeships will result in a Certificate qualification and not a Diploma. This insight would also be relevant in terms of full and part time employment status.
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TRAINEESHIPS
In-training by state/territory as at the end of each quarter, 200611 (000)
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Target-Consumer Demographics
New Target Markets

Corporate
Targeting and accessing corporates will inevitably bring a more streamlined approached to traineeships One of the biggest hurdles within the Traineeship process is (a) getting the Employer on board and (b) Accessing the time required from the Employer If 40% of the process is derived in this segment, facilitating multiple traineeships/ employees from the same company makes more time and revenue sense This target market will be sectioned into small and medium size corporations Many of the larger corporations will have access to current training platforms and/or facilities We are not negating them entirely, merely allocating them to later period in time For the purposes of this Marketing Plan: Large Business Traineeships 2013
TRAINEESHIPS
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2013
Business Size
Metro & Regional

Metro & Regional
Traineeship Process (awaiting provision from Sales)
Businesses are categorised as: Large Businesses; with employment of 200 or more persons Medium Businesses; with employment of 20 to less than 200 persons Small Businesses; with employment of less than 20 persons (including non-employing businesses) Throughout the course of the year if a particularly receptive company is highlighted due to unique industry elements, we focus our marketing to this industry following the geographical timetable Corporate Access Points (excluding print, web, TV etc): Via Human Resource Departments / TNA We need to avail of Learning Seats full potential Ensure completion of all updates to Learning Seat platform Corporate Packs to be delivered Databases of Australian Businesses Telephone contact made with all to gather information / contact and send information pack Follow up with appointment being set for TNA/ Traineeship Potential
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TRAINEESHIPS
Rural
Rural Worker incentive - $1000 on commencement Online is predisposed to benefit the rural market. Australia is heavily weighted in population to regional areas and the day to day issues that persons and companies face is solved in the use of online training Rural areas biggest hurdle when it comes to training and education would be travel, facilities and level of qualifications provided. Online training solves all of these simply in its essence of study anywhere, anytime, trainer support and Nationally Accredited qualifications. The target market of Rural would be sectioned into Individuals and Corporates
Mature Aged over 45 years of age

Mature Aged Worker incentive - $750 on commencement and $750 on completion (must be over 45+) Facebook: Persons aged 45-55 = 2,148,260 of those; Completed a Graduate Course: 427,020 (Leaving 1,721,240 having not completed a Diploma or Higher) Small Business Owners: 1,640 Interests being Education: 9,420
Commencements by state/territory and selected training characteristics, June quarter 2011 (000)
Completions by state/territory and selected training characteristics, June quarter 2011 (000)
TRAINEESHIPS
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Cancellations and withdrawals2 by state/territory and selected training characteristics, June quarter 2011 (000)
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TRAINEESHIPS
Website Requirements
Requirements:
Traineeships will make use of 2 websites: wwwaoteduau and wwwyourfreelearningcom
wwwaoteduau
Update information and expansion of pages on website to facilitate specifically Traineeships from the Government Funding
wwwyourfreelearningcom
This website needs an overhaul SEO, design and information update Formalise text Defined Message Update Product Information Branded Product and Service SEO with statistics we can be far more focused Finalise development from lead captured data, relative to website and CRM
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TRAINEESHIPS
Public Relations Strategy and Execution
The Public Relations strategy with need to be timed with having professional personnel that can facilitate showcasing the company, testing new marketing and practicing our selling
Business Networking
Troplinks
Website: http://wwwtroplinkscom/ To grow the Tropical Economy of Australia, by 2025, targeting a contribution of up to $30 billion to the economy
The Cairns Business Womens Club

Website: http://wwwcbwcorgau/
Cairns Chamber of Commerce

Website: http://wwwcairnschambercomau/ BUILDING BUSINESS OPPORTUNITIES THROUGH EXISTING NETWORKS
Seminars and Presentations
These may be via partnerships that we create with Wealth Creators, Professional Development Groups and or Partnership Program
Demographical Segmentation
Australia would be divided into the following areas

Traineeships are Australia wide. AOT will target both regional and metropolitan areas. Whilst metropolitan area had the highest demand for government funded training, AOT expects the regional areas to be in higher demand for remote delivery (such as online delivery) of VET courses.
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TRAINEESHIPS
Product
Snapshot of 2011 Students

BY GENDER
64.28% 33.03%
BLANKS
61% 30% 14% 12% 11%
29 27
BLANKS
2.67%
BY AGE
11%
5%
61
Diploma of Management - BSB51107 Diploma of Business - BSB50207 Diploma of Project Management - BSB51407 Cert IV in Business Administration - BSB40507 Certificate IV in Human Resources - BSB41007 Certifivate IV in Business - BSB40207 Cert IV in Small Business Management - BSB40407 Cert III in Business Administration - BSB30407 Cert IV in Frontline Management - BSB40807 Cert IV in Training & Assessment - TAE40110 Diploma of Business Administration - BSB50407 Diploma of Human Resource Management - BSB50607 Cert IV in Project Management - BSB41507
BY COURSES
7 6
8 8 8
13
16 15
22
BY STATE
BLANKS
69.19%
16.96%
VIC
9.82% 1.78% 1.33% 0.45% 0.45%
QLD NSW TAS SA WA ACT NT

0 0
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TRAINEESHIPS
Branding & Identity
FONT COLOUR BRANDING
IdentityR C O L O U R S O U Colours
e Orang
colours
O R A N G E PMS 7408C G R E E N PMS 383C B L U E
( T R A I N E E S H I P S ) RGB values 245, 176, 73 F O R V I C T O R I A ) RGB values 179, 193, 103 Hexa #B3C167 Hexa #F5B049
Green B lue
CMYK values 0, 30, 86, 0 ( S K I L L S
CMYK values 22, 0, 68, 13 ( R E TA I L )
P urple PMS 258PC
PMS CMYK values Process Cyan PC 64, 5, 0, 0 ( S P E C I F I C CMYK values 50, 77, 0, 0 ( B A S E C O L O R )
RGB values 113, 182, 233 R E TA I L
Hexa #71B6E9
P U R P L E
C O U R S E S ) Hexa #577441D
Brown Grey Grey
RGB values 114, 72, 145
B R O W N PMS 7533UP
CMYK values 28, 39, 65, 52
RGB values 87, 68, 29
Hexa #724891
G R E Y
( G E N E R A L CMYK values 0, 1, 0, 71
T E X T ) RGB Values 66, 66, 66 Hexa #424242
PMS Cool Gray 9C G R E Y
( L O G O
T E X T ) RGB Values 140, 139, 139 Hexa #8C8B8B
PMS Cool Gray 8C L I G H T
CMYK values 0, 1, 0, 43
G R E Y
( WAT E R M A R K S ) RGB Values 239, 239, 239 Hexa #EFEFEF
PMS Cool Gray 1C
CMYK values 0, 0, 0, 6
Accredited Online Training | t 1300 72 66 34 | f +617 4041 7794 | e info@aot.edu.au | www.aot.edu.au
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Sample Collateral for Traineeship
TRAINEESHIPS
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Sample Collateral for Retail
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Sample Collateral for Skilling Victoria
TRAINEESHIPS
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Proposed Print Ads for Traineeship
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TRAINEESHIPS
Mock-Ups for Traineeship Ads
TRAINEESHIPS
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Launching Strategies
JANUARY FEBRUARY MARCH APRIL

PHASE TWO PHASE ONE
Goal: Processes, Reporting, Sales and Marketing to be fluid, controlled and defined.
Finalising student data capture and capture processes Development of all Traineeship branding Finalising and market testing on new target demographics Soft launch utilising the fundamentals: Email, Online, Faxes Initial focus to Corporate entities Current 100% - New 10%
Target Market Focus:

Individuals Corporate entities - Current 100% - New 10% Soft launch utilising the fundamentals: Email, Online, Faxes
Goal: Introduction of all target markets and regions
MAY JUNE
Due to Phase One we will now have all relevant marketing material available and approved The data capture and reporting completed, resulting in education decisions on diversification and focus to other areas All target markets facilitated Online Print Professional Affiliates

Individuals Corporates Rural Soft Launch tactics Mature Aged - Soft Launch tactics
PHASE THREE
JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER

TRAINEESHIPS
Goal: Optimisation of current target market advertising and focus

Initial results of Corporate Target Market Future Expansion Implementation of Rural and Mature Age Traineeship Focus

Individuals Corporates Rural Mature Aged
Goal: Culling, refinement and optimisation
PHASE FOUR
Reporting and Planning Culling and optimisation
Target Market Focus

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PHASE ONE
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
PHASE TWO
PHASE THREE
PHASE FOUR
AFFILIATES
Coaching/Consultants and Professional Development
Education Platform Resellers - Marketing Agent Network
Partnerships
Shopping Centres
PROMOTION
Centrelink Recruitment Companies ( Private and Government )
State and Territory Specific
FAXES
Existing Datatbase
Emails
New Datatbases
Website
ONLINE
SEO
Google Adwords
Social Marketing
Go Farmer
PRINT AND TELEVISION
Metro Classifeds
SC Media
Regional Papers
Corporate Packs
Corporate Focused Publications
Mature Age Focused Publications
TRAINEESHIPS
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2012 Forecast
2011 Overview
Monthly Average Leads Monthly Average Students Average Leads per Student Conversion Rate (L2S) Conversion Rate (EL2S) Conversion Rate (Eligibility Check - Student) Leads to Student Ratio (2012 Projection) Eligible Leads for 2011
It takes 15 (157) eligible leads to have 1 student
336 18 19.80 5.55% 6.55% 81% 15% 3417
Figure 1.1
Legends: L2S - Lead-to-Student EL2S - Eligible Leads-to-Student
TRAINEESHIPS
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2011 Conversion Rate Overview

Lead Type Monthly Lead Numbers Eligible Leads (Figure 11) Pure Eligible (Figure 12) 3417 2283 224 224 Annual 4035 Students 224 Conversion Rate 5.55% 6.55% 9.81%
Figure 1.1 (actual image on Page 41)
Figure 1.2 (actual table and graph on Page 48)
TRAINEESHIPS
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2012 Forecast
Increase 10% Conversion Rate EL2S = 6.5% Department Focus for Increase Department Focus for Increase
PHASE ONE
Increase 15% Conversion Rate EL2S = 9.0% Increase 20% Conversion Rate EL2S = 12.0%
PHASE TWO
PHASE THREE
Increase 20% Conversion Rate EL2S = 15.0% Department Focus for Increase
PHASE FOUR
Department Focus for Increase
Sales 100% Marketing 65% Marketing
0%
Sales
35%
Sales
50% 50%
Sales Marketing
25% 75%
Marketing
SALES TEAM FOCUS

Hit higher conversion rate targets Update the process again in time heavy area Initial conversation responses from businesses and corporate packs Corporate communications
SALES TEAM FOCUS
SALES TEAM FOCUS

Hit higher conversion rate targets Update processes in the area of corporates Techniques to increase corporate conversion
SALES TEAM FOCUS

Hit higher conversion rate targets Initial responses from Rural and Mature Aged leads Techniques to increase rural and mature aged conversions
Reporting and Processes
Maintaining Conversion Rate
What process can be updated to create an additional 25% conversion rate?
TRAINEESHIPS
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Increase 10% Conversion Rate EL2S = 6.5%
PHASE ONE
Increase 15% Conversion Rate EL2S = 9.0% Increase 20% Conversion Rate EL2S = 12.0%
PHASE TWO
PHASE THREE
Increase 20% Conversion Rate EL2S = 15.0%
PHASE FOUR
MARKETING FOCUS
Increasing lead quality Accessing Corporations Business Accessing Professional Affiliates Additional Partnership Online marketing: SEO and website updates Social Marketing
MARKETING FOCUS
Soft launch into Rural and Mature aged target markets Additional Partnership Additional reseller Online marketing: SEO and website updates Social Marketing
MARKETING FOCUS
Soft launch into Rural and Mature aged target markets Additional Partnership Additional reseller Online marketing: SEO and website updates Social Marketing
MARKETING FOCUS
TARGET MARKETS
TARGET MARKETS
Reporting and Processes 60 Second tool update to achieve higher quality leads Online marketing: SEO and website updates Corporate Packs created Corporate information facilitated online Social Marketing PR organized Additional Reseller
TARGET MARKETS
Individuals Corporate Entities-Existing
TARGET MARKETS
Individuals Corporates Rural - Soft Launch Tactics Mature Aged - Soft Launch
TRAINEESHIPS
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Student Statistics
TRAINEESHIPS
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Comparison of Traineeship Course Selection (2010, 2011)
Traineeship Course Selection for 2010
TRAINEESHIPS
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Comparison of Traineeship States (2010, 2011)
TRAINEESHIPS
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TRAINEESHIPS
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Comparison of Traineeship by Age Group (2010, 2011)
TRAINEESHIPS
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Comparison of Traineeship by Gender (2010, 2011)
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Traineeship Statistics
Marketing Department, Accredited Online Training

Report Marketing Trainee Ships Web Version

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2012

Marketing Goals and Objectives 11

Launching Strategies 37 2012 Forecast 40

Student Statistics 45 Traineeship Statistics 66

The National Perspective

Traineeship - The Product

2012 MARKETING REPORT

User Choice Traineeships

2012 MARKETING REPORT

Australian Vocational Education and Training Statistics

trades commencements increased by 38% non-trades commencements increased by 115%

2012 MARKETING REPORT

Government Funding Experts

Premium Online Course Material

2012 MARKETING REPORT

2012 MARKETING REPORT

Marketing Goals and Objectives

2012 MARKETING REPORT

Leads Sorted by Age

2012 MARKETING REPORT

Leads Sorted by State

Leads Sorted by Gender

2012 MARKETING REPORT

Leads Sorted by Subject Interest

2012 MARKETING REPORT

New Entrant Versus Existing

Reasons for undertaking an apprenticeship or traineeship

Main reasons for undertaking apprenticeship or traineeship

2012 MARKETING REPORT

Table B. Trades and non-trades3,4 commencements, seasonally adjusted,1 200111 (000)

2012 MARKETING REPORT

In-training by state/territory as at the end of each quarter, 200611 (000)

2012 MARKETING REPORT

New Target Markets

2012 MARKETING REPORT

Metro & Regional

Traineeship Process (awaiting provision from Sales)

2012 MARKETING REPORT

Mature Aged over 45 years of age

2012 MARKETING REPORT

2012 MARKETING REPORT

2012 MARKETING REPORT

Public Relations Strategy and Execution

The Cairns Business Womens Club

Cairns Chamber of Commerce

Seminars and Presentations

Australia would be divided into the following areas

2012 MARKETING REPORT

Snapshot of 2011 Students

9.82% 1.78% 1.33% 0.45% 0.45%

QLD NSW TAS SA WA ACT NT

2012 MARKETING REPORT

Branding & Identity

FONT COLOUR BRANDING

CMYK values 0, 30, 86, 0 ( S K I L L S

CMYK values 22, 0, 68, 13 ( R E TA I L )

P urple PMS 258PC

RGB values 113, 182, 233 R E TA I L

Brown Grey Grey

RGB values 114, 72, 145

CMYK values 28, 39, 65, 52

RGB values 87, 68, 29

T E X T ) RGB Values 66, 66, 66 Hexa #424242