Experience Summaries | COMMUNICATIONS STRATEGIES AND CAMPAIGNS
Ministry of Education, The Government of St. Vincent and the Grenadines (Nov 2015 to Nov 2016 )
Conducted a market analysis of the knowledge, attitudes and behaviours towards TVET in St. Vincent and the Grenadines. The analysis was the foundation for the development of a marketing strategy to destigmatize TVET training and thereby increase enrollment to the programs offered by the technical institutes.
A brand management plan and brand assets were designed to support the market positioning strategy. A by-product of the market analysis was recommendations on new training offerings and best suited delivery modes.
Development of a Quality Mark for the Barbados Services Sector (Caribbean Export)- Barbados Coalition Service Industries (2014) – Phase 3
Phases 1 and 2 focused on the development of the Quality Service Mark (QSM) for service professionals in Barbados. In Phase 3, the brand assets were upgraded after test marketing and a communications strategy was designed and piloted among the BCSI’s members. The QSM communications plan included a launch event, awareness workshops, video and infographics for social media.
Colleges & Institutes Canada and CANTA – Regional MarketingConsultancy- CARICOM Education for Employment Program (2013- 2014)
Conducted a regional study of the image of TVET to facilitate the design and implementation of a CARICOM marketing campaign aimed at enhancing the profile of TVET education and increasing the enrollment to the national training agencies by the general populace. The campaign had specific emphasis on the use of social media, the portrayal of gender neutrality and the relationship of technical certification to increased earning capacity.
A new TVET logo was designed and supported by a brand management manual and was adopted by the regional body. Conducted awareness workshops with educators, trainers and industry in Antigua, Belize, Grenada, Trinidad, Jamaica and Guyana.
During the monitoring and evaluation of the social media campaign, it was discovered that some training agencies’ enrollments remained unchanged and the recommendation to launch a ground campaign was approved. The ground campaigns were delivered as TVET Weeks: 1) Antigua TVET Week (Nov 2013) and 2) Belize TVET Week (Jan 2014). These included open days where the public accessed free services by students, technical competitions such as mystery basket and speed services (mechanics) and enrollment drives in townships. The result was registration of new trainees and greater support by the relevant government ministries.
Technical and Vocational Education and Training Council of Barbados – PR/ Communications Stakeholder Needs Assessment & Strategic Marketing Approach (2012)
Designed and implemented a national knowledge, attitude, behaviours and perception (KABP) study and an assessment of the marketing collateral of the TVET Council and the Barbados Vocational Training Board. The outcomes of these assessments informed the development of both institutions’ marketing campaigns. The KABP study covered 1480 students and over 600 other stakeholders to the TVET industry. A benchmark of global best practices in the marketing of technical education was conducted; from which the recommended marketing plan was derived. KBDI conducted a formal presentation to the joint boards of the TVET Council and the Ministry of Education.