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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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Leading Change: Branding & Marketing of TVET2Copyright ITE. All rights reserved.
PRESENTATION OUTLINEPRESENTATION OUTLINE
Benchmark Studyand Key Issues
Repositioning ITE
Global Excellence
2
Leading Change: Branding & Marketing of TVET2Copyright ITE. All rights reserved.
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Leading Change: Branding & Marketing of TVET3Copyright ITE. All rights reserved.
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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Leading Change: Branding & Marketing of TVET4Copyright ITE. All rights reserved.
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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Leading Change: Branding & Marketing of TVET5Copyright ITE. All rights reserved.
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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Leading Change: Branding & Marketing of TVET6Copyright ITE. All rights reserved.
Repositioning
ITE
Repositioning
ITE
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Leading Change: Branding & Marketing of TVET7Copyright ITE. All rights reserved.
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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Leading Change: Branding & Marketing of TVET8Copyright ITE. All rights reserved.
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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Leading Change: Branding & Marketing of TVET9Copyright ITE. All rights reserved.
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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Leading Change: Branding & Marketing of TVET10Copyright ITE. All rights reserved.
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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Leading Change: Branding & Marketing of TVET11Copyright ITE. All rights reserved.
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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Leading Change: Branding & Marketing of TVET12Copyright ITE. All rights reserved.
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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Leading Change: Branding & Marketing of TVET13Copyright ITE. All rights reserved.
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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Leading Change: Branding & Marketing of TVET14Copyright ITE. All rights reserved.
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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Leading Change: Branding & Marketing of TVET15Copyright ITE. All rights reserved.
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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Leading Change: Branding & Marketing of TVET16Copyright ITE. All rights reserved.
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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Leading Change: Branding & Marketing of TVET18Copyright ITE. All rights reserved.
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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Leading Change: Branding & Marketing of TVET19Copyright ITE. All rights reserved.
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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Leading Change: Branding & Marketing of TVET20Copyright ITE. All rights reserved.
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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Leading Change: Branding & Marketing of TVET21Copyright ITE. All rights reserved.
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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Leading Change: Branding & Marketing of TVET22Copyright ITE. All rights reserved.
Global
Excellence
Global
Excellence
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Leading Change: Branding & Marketing of TVET23Copyright ITE. All rights reserved.
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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Leading Change: Branding & Marketing of TVET24Copyright ITE. All rights reserved.
GLOBAL EXCELLENCEGLOBAL EXCELLENCEGLOBAL EXCELLENCE
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
GLOBAL EXCELLENCEGLOBAL EXCELLENCEGLOBAL EXCELLENCE
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Leading Change: Branding & Marketing of TVET26Copyright ITE. All rights reserved.
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
GLOBAL EXCELLENCEGLOBAL EXCELLENCEGLOBAL EXCELLENCE
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Leading Change: Branding & Marketing of TVET27Copyright ITE. All rights reserved.
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
GLOBAL EXCELLENCEGLOBAL EXCELLENCEGLOBAL EXCELLENCE
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Leading Change: Branding & Marketing of TVET28Copyright ITE. All rights reserved.
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
GLOBAL EXCELLENCEGLOBAL EXCELLENCEGLOBAL EXCELLENCE
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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
GLOBAL EXCELLENCEGLOBAL EXCELLENCEGLOBAL EXCELLENCE
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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.