Attracting and connecting a new generation of electrical tradespeople with educators and employers.
Learn more about this project
To meet anticipated demand for solar battery storage and address safety concerns about solar battery installation, Future Energy Skills (FES) led a Victorian Government funded industry consortia to develop and pilot new, accredited training for electricians to design and install solar battery storage systems.
FES commissioned Ellis Jones to develop and implement a comprehensive impact measurement process to enable stakeholders to understand, learn from and communicate the outcomes of the 2-year project on solar battery uptake and safety, consumer awareness, employment and industry adaption to digital learning.
Ellis Jones was also commissioned to develop a brand identity and consumer campaign to increase consumer awareness of, and demand for, accredited tradespeople, as well as generate industry awareness of the new skills training and qualification.
The project was designed to achieve economic and social outcomes, by linking industry, training organisations and government policy in Victoria’s fast-emerging solar energy market.
Working at both the system and user levels, the iterative approach to design and evaluation scales impact as sector participation grows.
Impact and evaluation work included:
- Design of an Impact Measurement Framework mapping project outcomes across consumer safety, productivity, and education. The measurement framework comprises outcomes, activities, indicators, and data collection methods.
- A co-design program with diverse stakeholders – registered training organisations, digital learning specialists, electricians, unions and Country Fire Authority – ensured an understanding of existing data and the development of appropriate new tools.
- Design and implementation of evaluation methods developed over the course of the project, including focus groups, interviews and surveys with students, educators and stakeholders across each stage of the project: from the creation of the training program to the implementation of the course and the consumer campaign.
Ellis Jones created a strategic awareness campaign, comprising:
- A strong, creative campaign concept unifying communication and messaging.
- A web application to function as a content hub and provide a clear pathway from awareness to action.
- A content marketing cycle to place user stories and increase cross-channel reach.
- Content partnerships to amplify campaign content reach and impact.
- Collaboration with the different project partner organisations.
The iterative evaluation process has already enabled the project to respond to feedback on the new course content and roll out. In addition, it has ensured the pilot program had enough data from which make key decisions about how best to engage and support educators to adapt to digital technology.
The branded, behaviour change campaign is driving engagement with digital apps and content, underpinning the project’s success by supporting course engagement and industry uptake.
The success of the pilot program, and its evolution into an ongoing training program, benefits consumers by enabling informed decision-making. Furthermore, at the community level, the use of qualified, accredited tradespeople when procuring solar battery design, installation and assessment leads to safe residential housing and workplaces.
The impact framework design process enabled stakeholders to understand their role, test project logic and set project expectations. Project indicators and outputs were varied to take into account existing context and constraints.
The iterative evaluation process has enabled education partners to amend training methods throughout the project. For example, FES developed additional training for educators in response to evaluation recommendations, ensuring that educators are well equipped to utilise new digital training platforms.
The campaign has now launched. Its success will be measured over the next 24 months by:
- Increases in enquiries and expressions of interest to the pilot training program
- Increases in enquiries from consumers seeking accredited solar battery tradespeople
- Microsite analytics, including page visits, Google search activity increases, click-throughs to installer search page, accreditation and enrolment websites
- Content and media reach, and media coverage.
“Future Energy Skills and Ellis Jones won the Marketing and Communications Award for the Know your Battery campaign, a strategy to generate consumer awareness of, and demand for, accredited solar battery electricians by communicating the benefits of hiring qualified tradespeople. Using a multi-channel strategy that included a campaign microsite, social media marketing and a paid partnership with The Guardian, the campaign achieved almost 25,000 page views. It also successfully increased consumer and industry awareness of accredited tradespeople and training.”
—Clean Energy Council