Hunter TAFE was rewarded for its recent marketing efforts, being recognised as a finalist organisation in the prestigious 2014 AMI (Australian Marketing Institute) Awards for Marketing Excellence.
The annual awards are presented to organisations that have achieved extraordinary success from innovative and effective marketing practices, having regard to the particular circumstances of different industries, budgets and the diversity of marketing programs.
Hunter TAFE was recognised for its significant body of work to reposition the organisation brand, underpinned by a business strategy centred around its customers and understanding what their needs were now and into the future.
Hunter TAFE General Manager, External Relations and Customer Service, Samantha Martin-Williams said Hunter TAFE partnered locally to review its brand strategy in preparation for challenges associated with increasing competition and a changing education and training landscape.
“Research told us that although the Institute was highly regarded and respected by customers, the Institute was sometimes viewed as ‘old-fashioned’, ‘bureaucratic’ and ‘fragmented’,” Samantha said.
“Our customers told us that a Hunter TAFE education provided them with unparalleled support, empowerment and opportunities in the job market. It was our teachers that were our difference and quality was our competitive advantage.”
“Much more than a redesign of a logo or marketing campaign ‚Äì the new brand strategy needed to ensure our market relevance and reinforce our position as an education and training leader, thus our teachers, our difference was born.”
“We therefore created a brand strategy that unites our many audiences and markets, builds commercial opportunity and created growth in business partnerships, overseas delivery, customer and employer satisfaction, but most of all, it plays to our unique strengths.”
Hunter TAFE CEO Phil Cox said the Institute was very proud to be recognised as a finalist for the highly competitive award.
“It is great recognition for the work that Hunter TAFE did to reflect the modern and innovative ways that the organisation delivers training through its highly qualified and industry experienced educational staff, creating the right kind of skills, jobs and training outcomes for our customers,” Phil said.
Image | Hunter TAFE staff at the AMI Awards night on Thursday, 18 September 2014