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Leading Change: Branding & Marketing of TVET1Copyright ITE. All rights reserved.

Leading Change:Branding &

Marketing ofTVET

Ms Sabrina LoiMs Sabrina LoiSenior Divisional Director/Corporate ServicesSenior Divisional Director/Corporate Services

Institute of Technical EducationInstitute of Technical Education

28 Jan 200828 Jan 2008

Leaders in Education and Training forLeaders in Education and Training forSustained Growth in AfricaSustained Growth in Africa


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PRESENTATION OUTLINEPRESENTATION OUTLINE

Benchmark Studyand Key Issues

Repositioning ITE

Global Excellence

2



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KEY ISSUESKEY ISSUESKEY ISSUES

How to transform ITEtransform ITE to overcome social attitudeand prejudice towards TVET given ITEs position

within education hierarchy?

How to effectively reacheffectively reach out to different target

groups, in particular, prospective students, parentsand teachers, given the Paper Chase syndromeand preference for academic education?

How to rebrand ITErebrand ITE as a post-secondary institutionand increase its brand equity and publicacceptance?


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MEASURING PERCEPTIONMEASURING PERCEPTION

Commissioned independent Research Agency toconduct Benchmark Perception Study in 1997Benchmark Perception Study in 1997

Study covered nine stakeholder groupsnine stakeholder groups, includingprospective students, their parents, teachers,employers and the public

There was an urgent need to address the awarenessawarenessof ITE and gaps in informationof ITE and gaps in information among the public and

key stakeholders


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SALIENT FINDINGS OF BENCHMARK STUDYSALIENT FINDINGS OF BENCHMARK STUDYSALIENT FINDINGS OF BENCHMARK STUDY

The 1997 Benchmark Study found the followingissues and gaps:

ITE was seen as a place of last resortplace of last resort due toperceived position in academic hierarchy

PrejudicePrejudice against VITB heritage NonNon--favourable impressionfavourable impression of ITE students Wide-spread misconceptionsmisconceptions about TVET and ITE


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Repositioning

ITE

Repositioning

ITE


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TRANSFORMATION JOURNEYTRANSFORMATION JOURNEYTRANSFORMATION JOURNEY

World-ClassInstitution

Established

Post-SecondaryInstitution

Strategic

Partnerships

CustomerFocus

Systems &

InfrastructureImprovement

PeopleDevelopment

OUR FOCUS

2000 - 20041995 - 1999

Global Outreach

A Global

Leader inVTE

2005 - 20091992

ITE 2000ITE 2000

PlanPlan

(1(1stst Wave)Wave)

ITEITE

BreakthroughBreakthrough

(2(2

ndnd

Wave)Wave)

ITEITE

AdvantageAdvantage

(3(3rdrd Wave)Wave)

World-ClassInstitution

Established

Post-SecondaryInstitution

Strategic

Partnerships

CustomerFocus

Systems &

InfrastructureImprovement

PeopleDevelopment

OUR FOCUS

2000 - 20041995 - 1999

Global Outreach

A Global

Leader inVTE

2005 - 20091992

ITE 2000ITE 2000

PlanPlan

(1(1stst Wave)Wave)

ITEITE

BreakthroughBreakthrough

(2(2

ndnd

Wave)Wave)

ITEITE

AdvantageAdvantage

(3(3rdrd Wave)Wave)

Undertook major transformation of organisation throughthree waves of transformation, led by its three strategicblueprints


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TRANSFORMATION OF ITETRANSFORMATION OF ITETRANSFORMATION OF ITE

Transformation was carried out through specificchanges under an integrated 3Ps Approachintegrated 3Ps Approach:

ProductProduct New market-relevant programmes withredefined Curriculum and Pedagogic Models, infusedwith lifeskills and technology

PlacePlace Consolidation of 10 smaller campuses intothree facility-rich comprehensive Colleges

Promotion (Image)Promotion (Image) Intensive rebranding andcommunications adopted to profile a new ITE


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PRODUCT TRANSFORMATIONPRODUCT TRANSFORMATIONPRODUCT TRANSFORMATION

Higher-Level Courses &Semester-Based CreditTraining System

New Curriculum & LearningModel infused with Life Skillsand technology

New ITE Certification Systemadded value to ITEs

certificates

EXPLOREEXPLORE

PRACTISEPRACTISEPERFORMPERFORM

PLANPLAN

LEARNERLEARNER

Skills

Competencies

Skills

Competencies

EXPLOREEXPLORE

PRACTISEPRACTISEPERFORMPERFORM

PLANPLAN

LEARNERLEARNER

Skills

Competencies

Skills

Competencies

Core

80%

Core

80%

Elective5%

Elective5%

Employability Skills15%

Employability Skills15%

New Curriculum Model

New Pedagogic Model


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PRODUCT TRANSFORMATIONPRODUCT TRANSFORMATIONPRODUCT TRANSFORMATION

Attractive and Holistic ITE EducationAttractive and Holistic ITE Education, to develop work-ready andworld-ready graduates with entrepreneurial spirit and socialresponsibility

New ee--TutorTutor and ee--Student Services SystemsStudent Services Systems offering selfself--pacedpacedwebweb--enabled learningenabled learning and student services anytime, anywhere

New Niche Diploma Courses with Overseas Partners forprogression

Holistic Hands-on, Minds-on, Hearts-on Education


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PLACE TRANSFORMATIONPLACE TRANSFORMATIONPLACE TRANSFORMATION

10-Year Physical Development Plan (1992-2001) Enhanced governance between Headquarters and Colleges,

with clear accountability

Elevated Technical Institutes to mega-Colleges First mega-College, ITE College East, completed in 2005.

Two more mega-Colleges to be ready in 2010 and 2012

respectively

Old Campuses

ITE College East, completed in 2005


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Following the 1997 Benchmark Study, ITE introduced orenhanced integrated communications strategiesintegrated communications strategies toreposition itself by extensively and aggressivelyengaging with Singaporeans through:

Active rebranding of ITE through Corporate BrandingCorporate Branding

ProgrammeProgramme

Enhancing communications and reach through aproactive

Media StrategyMedia Strategy

Direct EngagementDirect Engagement with key stakeholders

IMAGE TRANSFORMATIONIMAGE TRANSFORMATIONIMAGE TRANSFORMATION


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Public campaigns on ITE and its Brand of Educationdesigned to create public empathy and credibilityempathy and credibility of

the brand, in line with the transformation of ITE

Key focus is to engage prospective students,

stakeholders, opinion leaders and the general public,to build belief and acceptancebelief and acceptance in the benefits of anITE education

Key messages used are simple and directsimple and direct

CORPORATE BRANDINGCORPORATE BRANDINGCORPORATE BRANDING


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First campaign Make Things HappenMake Things Happen(1998 -2000)

KeyKey message:message: ITE graduates contributions are vitalto Singapores economy and the everyday lives ofSingaporeans

BRANDING A NEW INSTITUTIONBRANDING A NEW INSTITUTIONBRANDING A NEW INSTITUTION

Phase 1 & 3 Phase 2


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Second campaign ITEITEA Force Behind theA Force Behind theKnowledgeKnowledge--Based EconomyBased Economy (2001 -2003)

Key message:Key message: ITE is a key contributor which is criticallyinvolved in Singapore's transformation into a KBE

BRANDING ITE FOR NEW ECONOMYBRANDING ITE FOR NEW ECONOMYBRANDING ITE FOR NEW ECONOMY

Phase 1

Phase 2

Phase 3


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Third campaign ThinkingThinkingHands Create SuccessHands Create Success(2004 -2006)

Key message:Key message: ITE students andgraduates are uniquely talented.

With their thinking hands andthe HandsHands--on, Mindson, Minds--on,on,HeartsHearts--onon ITE Education, thestudents will build a successfulfuture for themselves andSingapore

BRANDING ITE AS GLOBAL VTE LEADERBRANDING ITE AS GLOBAL VTE LEADERBRANDING ITE AS GLOBAL VTE LEADER

Phase 3

Phase 2

Phase 1


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Fourth campaign We Make You ShineWe Make You Shine(2007 2009) Key message:Key message: An ITE Education brings out the creative and

innovative best in students and, together with their passion and

self-belief, will position ITE graduates to become stars

BRANDING ITE AS GLOBAL VTE LEADERBRANDING ITE AS GLOBAL VTE LEADERBRANDING ITE AS GLOBAL VTE LEADER


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MEDIA STRATEGYMEDIA STRATEGYMEDIA STRATEGY

ITE builds good relationships with the media andactively provides them with timely andnewsworthy stories

Effective use ofvernacular

media to reachparents andpublic at large

Images from SPH publications


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DIRECT ENGAGEMENT WITH STAKEHOLDERSDIRECT ENGAGEMENT WITH STAKEHOLDERSDIRECT ENGAGEMENT WITH STAKEHOLDERS

Programmes for Prospective StudentsProgrammes for Prospective Students Experience ITE Programme

(2-day Attachment at ITE)

School Visits and Open Houses

Programmes for EducatorsProgrammes for Educators ITE Discovery Programme for

Trainee Teachers Seminars for Education Leaders

Programmes for Parents and the PublicProgrammes for Parents and the Public Seminars and presentations forParents

Road Shows at Heartland Malls

ITE DiscoveryProgramme

Experience ITEProgramme

Roadshows at Public Malls


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TURNAROUND IN ITES IMAGETURNAROUND IN ITETURNAROUND IN ITES IMAGES IMAGE

ITEs brand equity risen by remarkable 76%remarkable 76%, or anequivalent 26 percentage points from 1997 to 2006,based on independent Triennial Perception Studies

Measured through Brand Equity Index using anaggregate of 16 image attributes by nine stakeholdergroups

Year1997 2000 2003 2006

35%

45%

55%

65%

Brand

EquityInde

x

34%37%

44%

60%

+76% improvementfrom 1997 to 2006

POSITIVE OUTCOMESPOSITIVE OUTCOMESPOSITIVE OUTCOMES


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Student Enrolment

(compared to 11,860 in 1995)

25,150 25%Cohort Capture Rate

(18% in 1995)

>90>90%%Employers Satisfaction withITE Graduates (since 1999)

Remarkable

83%Success Rate (61% in 1995)

Outstanding

91%91%Graduate Employment RateGraduate Employment Rate

POSITIVE OUTCOMESOF ITES TRANSFORMATION

POSITIVE OUTCOMESPOSITIVE OUTCOMESOF ITEOF ITES TRANSFORMATIONS TRANSFORMATION

Record High

High 64%Advertisement Recall Rate

++7676%%Improvement!in Brand Equity Index

(from 34% in 1997 to 60% in 2006)

Significant

StrongStrong


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Global

Excellence

Global

Excellence


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GLOBAL EXCELLENCEGLOBAL EXCELLENCEGLOBAL EXCELLENCE

ITEs programmes and expertise exportedoverseas

Licensing of programmes

Setting up of VietnamVietnam--Singapore TechnicalSingapore TechnicalSchoolSchool and MiddleMiddle--East RegionalEast RegionalVocational Training CentreVocational Training Centre in Jordan

Increasing requests for learning visits andlearning visits andconsultanciesconsultancies from both developing anddeveloped countries Australia, Canada,China, Germany, USA, as well as African and

Middle-Eastern countries

Hosting of International ConferencesInternational Conferences on VTE


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In 2005, ITE became the first,and is still the only, educationinstitution in Singapore to

receive the prestigiousSingapore Quality AwardSingapore Quality Award,distinguishing ITE as among the"best-of-the-best in Singapore

Award is equivalent to MalcolmBaldrige National Quality Award

(USA), European Quality Awardand Australian BusinessExcellence Award


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In 2007, ITE became inauguralwinner of Harvard-IBM InnovationsAward in TransformingGovernment, administered by AshInstitute of Harvard UniversitysJohn F Kennedy School ofGovernment

Selected by panel of internationalexperts, from 100 applicants from30 countries, ITEs transformation

into a world-class educationinstitution was applauded as ahighly-sustainable model forinstitutions worldwide



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We have witnessed ITEs many great transformations andinnovations in one short decade. We note that ITE has alreadyestablished a very comprehensive and robust Organisational

Excellence and Quality System for Vocational Training that isglobal class and mature. ITEs VTE system iscomparable withcomparable with

or even betteror even betterthan the worlds best in advanced countries likeGermany, Switzerland, Japan and the United States of

America.

- His Excellency Helmut Rau,Secretary of State for Education,Youth and Sports, Baden-Wrttemberg,Germany 2002



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ITE has been outstandingly successfulin establishing the credibility ofvocational education training in its own

right within the framework of TVET,endorsed by strong social acceptance. The ITE brand is backed by capability andquality in depth. You can justly claim tobeA World Leader in TechnicalA World Leader in Technical

EducationEducation. You do indeed have a greatcontribution to make to the world

community.

- World Bank Report on Visit to ITE, 2005



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This is a brand of education which isunique in the world. Their tagline is"Thinking Hands". You think about it.

It's a very good slogan because withhands, you are doing something, butthe brain behind it, it knows what to do.Smart. So, when they train, they are

training people to be hands-on, minds-on and hearts-on. So, you develop acomplete rounded personcomplete rounded person.

- Prime Minister Lee Hsien Loong2005 National Day Rally



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Our polytechnics and ITEs, tomy mind, are the unique strengthin our tertiary system, with thewith the

ITEs being the jewelITEs being the jewel..

- Mr Tharman Shanmugaratnam,Minister for Education

and then Second Minister for

Finance, 2007



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Thank YouThank YouThank You

2008 All rights reserved. No part of this document may be reproduced, stored in aretrieval system or transmitted in any form or by any means electronic, mechanical,photocopy, recording or otherwise, without the prior permission of ITE.

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