Transcript Slide 1

Positioning the organisation to
meet the goals of the One
Tertiary agenda
Wayne Collyer Managing Director
Polytechnic West
TAFE Governance & Regulations Forum
24 – 25 February 2010
Leadership in today’s VET
• Today’s high performing training providers
have leaders who…
– Use the idea of serving society to enrich and
inform business strategy
– Maximise capabilities and clout for economic and
social good
– Understand the strengths of the people through
strong culture, innovation, collaboration, high
performance and professionalism
– Achieve consistent long term measurable results
The Crux
It is my experience that the most successful
high performing VET leaders are those that
are attuned to trends and shifts in the market
place and position their organisation to
strategically respond.
“Insanity: doing the same thing over and over
again and expecting different results.”
Albert Einstein
Status of the brand
• Government focus is Training WA – more than just
TAFE
• More competitive training environment –
establishing a point of difference
• Improve organisational appeal to diverse markets
and clientele
• One Tertiary system – blurring of the boundaries
• Developing an integrated and meaningful image
Incentives came from…
Federal Government:
Julia Gillard, Deputy Prime Minister
“We have a world class VET system but we can’t rest
on our laurels because relentless technological,
economic, and social change is placing new
demands on our VET system that will increase in the
decade to come”
5 March 2009
Towards One Tertiary
• The Bradley Report advocates a new vision for an Australian
Tertiary Sector more commonly referred to as “One Tertiary”
• The context of One Tertiary is:
1.
2.
3.
4.
5.
6.
7.
8.
Examining relationships between VET and Higher Education
Definitions of Tertiary
Qualifications Framework
National Protocols
Institutional recognition, accreditation of qualifications and quality
of provisions
Funding
Accountability reporting and sector driven requirements
Strengthening pathways for students
WA State Government
Peter Collier, Minister for Training and
Workforce Development:
“Today’s unveiling of Polytechnic West marks a
fundamental change in Training not only for the
organisation but for the sector state-wide. It
contributes greatly to raising the status of training
and TAFE while providing the opportunity to present
itself as a centre of excellence”
25 November 2009
Our Clients
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Domestic
International
Industry
Private Training providers
Government
-
Local
State
Commonwealth
• Schools
• Universities
• Industry Training & Skills Councils
• Communities
Research on TAFE Brand
Community attitudes to TAFE (April 2009)
Researcher: Sue Lukomitis
Key findings emerged on:
1. Awareness and participation in TAFE
2. Attitudes to TAFE
3. Attitudes to TAFE relative to University
4. Matters raised by the Bradley Review
Findings
• Whilst the TAFE Brand is held in high regard
this was primarily in Certificate I, II and III
qualifications.
• As you move into Higher Qualifications the
brand recognition of TAFE diminished
Sue Loukomitis April 2009
TAFE Brand
• “The community does not hold negative
attitudes towards TAFE: it simply lacks
knowledge about the course and programs
available “
• “There is a disconnect in community attitudes
regarding the quality of a TAFE qualification
and education versus the acceptance of the
qualification in the workplace”
Sue Loukomitis April 2009
TAFE Brand
Key messages from Higher Education in TAFE
research:
“Almost every person consulted raised the issue
of TAFE’s profile and its perceived lower status
compared with universities”
Tom Karmel
Managing Director NCVER
Market Analysis
• Market analysis undertaken by the
organisation in some of these sectors has
indicated that promotional campaigns have
been inhibited by the lack of an effective
trading name that appeals to a wide and
diverse clientele.
Getting it right !!!
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College of TAFE?
College of Technology?
Institute of Training?
Institute of Technology?
Polytechnic?
University College?
Why Polytechnic?
poly-technic n. Many skills.
• Appeals across all markets –
well recognised internationally
• Represents all levels of the proposed new
qualifications framework – as well as only publicly
funded provider of applied Higher Education
qualifications in the State
• Unique in WA –
A point of difference from other recently
re-branded TAFE colleges and private providers
Changing Landscape of VET in WA
“Training WA identifies strategies to increase the
skills and participation of all Australians in the
workforce and the community driven by a
flexible and innovative training system. They
include recognising the contribution that all
providers of training will make to achieve the
outcomes of the plan”
Keith Spence, Chair State Training Board
May 2009
Polytechnic West’s Resilience Plan
2008
2009
2010
2011
2012
State Revenue
85%
70%
65%
60%
55%
Fee for Service
5%
17.5%
20%
22.5%
25%
International
5%
7.5%
10%
12.5%
15%
Student Fees
5%
5%
5%
5%
5%
(includes Contestable Funding
from State and
Commonwealth)
Maintaining Relevance in the Market
• Take advantage of significant opportunities in
domestic and international fee for service
markets
• Enhance the polytechnic’s prominence as the
state’s leading provider of trade skills training
• Convey a meaningful and contemporary image
to students, staff and the wider community of
applied Higher Qualifications
Gaining ownership
• A critical component of the journey was
engagement with key staff and consultants to
review concepts and develop shortlist of
names and logos
Engagement and Endorsement
• The new name was chosen after some considerable internal
debate and discussion.
• Workshops were held with the college leadership group and
focus groups with frontline college staff and students.
• Appointment of visual communications company (Forbes)
re: design signage style guide and commercial trading names
• Governing Council endorsement
• Ministerial approval
• Government Gazette
• Regulatory bodies
Leadership and communication
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Staff
Students
Industry
Public and Private Training Providers
Politicians (Federal, State and Local)
Broader community
Synergies through the right logo
Examples
Review of our products and promotion
Rebranding provided an opportunity to
• Review our pathways to ensure meaningful
skills development and job relevant exit points
• Engage articulation arrangements with other
providers
• Build stronger pathways to further education
through applied qualifications
• Review our “gateway” for an expanding client
market
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