CASE STUDY: Strategic media and public relations to connect locally.
With nine campuses, Federation Training is the primary provider for skills-based training in the Gippsland region. It was formed through the merger of GippsTAFE and Advance TAFE in 2014. This follows a long history of proving the opportunities afforded by education and training to the people of Gippsland and eastern Victoria.
As the only publicly-owned TAFE in the region, Federation Training is in a pivotal position to establish itself as part of the local community, supporting students to prepare for their chosen careers and directly sustaining a diverse workforce of local educators and staff.
Following a period of substantial change, Federation Training was ready to re-emerge as the region’s first choice for quality education and as one of its best local employers.
Ellis Jones’ challenge was to raise the profile of Federation Training, and establish its reputation as a trusted and respected cornerstone of the local community. Success would, over time, support Federation Training grow its enrollments, increase staff satisfaction and remain financially sustainable into the future.
With experience spanning across the education sector and exposure to the markets and geographic regions Federation Training operates within, Ellis Jones is responsively delivering strategic and tactical media and public relations, as part of an ongoing partnership arrangement.
Our work has focused on communicating opportunities responsively, always underpinned by our aim to demonstrate how Federation Training is the best local training provider – through its course offering, quality teaching, and student outcomes. As our understanding of Federation Training has deepened, we are now in a position to more proactively seek opportunities to engage with the community, industry and government, and find new distribution channels for the stories and content we develop.
The agency effectively capitalised on the high level of local media interest in this important public organisation for the Gippsland community, and delivered many major media announcements of new government funding, new programs, and initiatives highlighting the organisation’s positive social impact. Positive coverage has been achieved in print, on radio and on television, across Gippsland. Combined with the organisation’s marketing efforts, Federation Training has now achieved 80% awareness across the Gippsland market.
Our work has also established the CEO’s voice as a collaborative leader, in speeches, forewords and staff messages. Staff messages typically achieve a 60% open rate; higher than benchmark averages for the sector of 20%.
And our support in issues management has seen Federation Training respond with clear, upfront communications – ensuring fair and accurate media coverage, while demonstrating the honesty that in turn builds long term trust.