SOUTH METROPOLITAN TAFE

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Background &
objectives

In recognising the vital importance for economic diversification and job creation, the State Government committed to making Defence a priority sector. Significant investment by both the State and Commonwealth Governments ensured Western Australia would be internationally recognised as an advanced manufacturing and shipbuilding hub.

With a need to promote careers in Defence supply industries as exciting and rewarding, South Metropolitan TAFE engaged us to help promote pathways and careers to school leavers, youth, veterans, women, career changers, mature aged people and skilled workers looking to change industries.

We were asked to help develop a campaign with a specific identity and personality to inform, educate and engage prospective students to meet the needs of key trade areas for transition into roles in the Defence manufacturing and ship building industry.

These initiatives also needed to align with the WA Recovery Plan, through opening-up training opportunities and creating more jobs for Western Australians.

The
communication
challenge

 

Our challenge was to get people to understand what the Defence Industry is and be inspired and excited to seek a career in it.

Specifically, it included:

–  Communicating that the ‘defence industry’ is comprised of the thousands of Australian businesses, men and women across the country who aren’t in the Defence Force but use their expertise, experience and trade skills to supply and support it

–  Identify to audiences what high-level careers are available, and communicate the benefits of working in the defence industry

–  Raising general awareness across influencers in the community; overarching campaign to cut- through the clutter.

Advertising
objective

 

– To promote the State Government’s commitment to making defence a priority sector in Western Australia and the sector’s importance for the State’s economic diversification and job creation.

– To promote defence careers in Western Australia as exciting and rewarding to school leavers, youth, veterans, women, career changers, mature aged people and skilled workers looking to change industries.

– To boost the uptake of women, veterans and young people in naval shipbuilding and sustainment opportunities in the defence industry.

– To raise awareness of the opportunities available for apprentices, existing trade workers in other industry sectors and veterans in the defence industry.

– To emphasise that the Commonwealth’s strategy of continuous builds of naval vessels over the next three decades provides certainty for workers in the industry.

The results

 

CAMPAIGN SUCCESS

Overall, the campaign drove 7,590,569 impressions with a reach of 859,736 individuals and an average frequency of 8.8.

The average CPC was below the industry average of $2.00 and operated at $1.67 (26.5% below expectations). Similarly, the CPM at average of $4.74 was 5% below the expected $5. The lower than expected average CPM and CPC allowed us to reach more people.

Exploring the influence of platform, we noticed that Facebook drove the lowest average CPC ($1.37), followed by Messenger ($1.99), then Instagram ($6.19), while the average CPM for Facebook was the highest ($5.43), followed by messenger ($3.86) and Instagram ($3.36). Facebook was thus a better channel for engagement and Instagram for reach. In future we recommend using Instagram for increasing reach and Facebook for generating traffic.

COURSE ENROLMENTS

South Metropolitan TAFE class enrolments for 2021 were up 50% year on year.

DEMOGRAPHIC & MESSAGING INSIGHT

Exploring the age demographics of our audiences we found the most engaged audiences were those older individuals who were looking to either switch their career or job, rather than those who were new to the market. Exploring the comparisons between gender we found that women were more likely to engage with the ad with a CPC of $1.62 vs. men with a CPC of $1.72.

The YouTube version of the video on the South Metropolitan TAFE YouTube channel received an astonishingly high 225,000+ views of the video.

7,590,569

impressions with a reach of 859,736
individuals and an average frequency
of 8.8.

$5.43

Average CPM for Facebook.

 

225,000+ views

YouTube channel received an astonishingly high number of views.

50% increase

South Metropolitan TAFE class enrolments for 2021 are up
50% year on year.

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