TAFE SA is South Australia’s largest vocational education and training (VET) provider and one of the largest in Australia with over 68,000 enrolments each year, studying at locations across the state.
Says Sophie Allchurch, managing director, Showpony Adelaide: ”TAFE SA plays a key role in South Australia’s economic growth. Our job is to help students see the awesome opportunities that are open to graduates as a result of following their passion into further education.”
South Australia’s demand for qualified trades is increasing with a high investment in the state’s building, defence, space, energy and mining, high tech and creative industries.
Says Fiona Champion, deputy director, marketing, TAFE SA: “The ‘Learn it. Work it’ positioning has been successful for TAFE SA, but given the current market and increased focus on the regions, we wanted to refresh, extend and enhance the power of that line. Showpony delivered an exciting, fresh perspective that will connect to students in a whole new way.”
Says Rory Kennett-Lister, creative director, Showpony Adelaide: “TAFE SA allows students to develop skills that connect their passion to a vocation in a unique way. We wanted to trace that connection back to the source, back to the dream that inspired them in the first place.”
The new campaign is currently in production and will be launched mid this year. TAFE SA and Showpony will also look at a number of campaign extensions focusing on some of the 80 plus areas of industry and activity, particularly in rural and regional areas.
Says Laura Prior, account director at Showpony: “With locations across the state, recruitment in regional areas is key. Sites visits to a number of these locations highlighted the critical role they play in creating opportunities and capacity building across South Australia.”
Showpony is a creative agency with 30 staff across offices in Adelaide and Melbourne.