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Developed for Registered Training Organisations
Marketing CommunicationsFundamentals Toolkit
Page 3 – Marketing in a Connected WorldPage 4 – Brand BasicsPage 5 – Customer CentricityPage 6 – Target AudiencesPage 7 – Building your Audience ProfilePage 9 – ChannelsPage 10 – Content Strategy Page 11 – Measurement and EvaluationPage 12 – Industry Requirements Page 13 – Department for Innovation and Skills and Skilled Careers Social Channels
Table of Contents
Marketing Communications Fundamentals Toolkit | 2
Marketing in a Connected World
Understanding the fundamentals of marketing communications is critical in a world where the customer journey can no longer be thought of as a series of linear interactions.
Registered Training Organisations must
think holistically about the experiences their
customers have with them and the various touch
points, many of which are now online.
This Toolkit will provide you with the basics to
understand and begin to develop your own
marketing communications to help you
reach your customers and partners.
This Toolkit covers the fundamentals of building
your brand, finding and defining your target
audiences, selecting channels where you can
reach them and helping you understand what
content and key messages you can use.
Digital Strategy
The Future of Social Media 2021
Customer Journey Map
View print ad
Watch videoon mobile
Download app
Purchase in store
Readreviews
Like on Facebook
View YouTube ad
Purchase via mobile
Post reviews
Compare/shop online
Blog
Purchase through
call center
Watch tutorial
View banner ad
Shop online
Digital Customer Lifecycle
Traditional Customer Lifecycle
Discover
Buy
Engage Explore
Marketing Communications Fundamentals Toolkit | 3
First impressions count: It takes between 17 – 50
milliseconds for someone to form an impression
of your brand.
Research shows that 13% of consumers would pay
up to 50% more for your products or services if
they had the impression that your business
makes a positive world impact.
A brand at its very basic, is your company or product
name and logo. At the other end of the spectrum
is a full Brand Identity Toolkit that includes how
it should be applied in different situations.
Useful areas to define for marketing in today’s world
include tone of voice and visual guidelines that
identifies you and defines you from your competitors.
How to Define Your Brand
Brand Archetypes Quiz Ultimate Guide to Branding 2021
Brand Basics
A brand is the first impression someone has of your company and helps define you from your competitors.
Marketing Communications Fundamentals Toolkit | 4
Customer Centricity
Customer Centricity is putting the customer at the centre
of your business and carefully considering the experience
they’ll have from the various touch points that allow them
to interact with your business.
This includes everything from what information you include
in your prospectus and how students can get hold of it,
how easy your website is to navigate, what emails you
send and how often, even to how you answer the phone.
Digital communication provides enormous opportunity
to place your customer needs at the heart of
your marketing and provides great opportunities
to personalise the customer experience.
Developing a customer database and using
programs like Mailchimp allows you to segment
and personalise your email communications.
Research shows that 73% of people prefer brands that
personalise the shopping experience. Customised emails
and offering special deals are readily accepted by customers.
The key to customer centricity is understanding
who your target audience is and the best channels
or touchpoints to reach them.
Marketing Plan Template
How to Build the Best Marketing Toolkit
Continuously listening to customers1
Habits of Customer-Centric Organisations
Consistently following up with customers about their feedback
2
Acting proactively to anticipate needs
3
Building customer empathy into processes and policies
4
Respecting customer privacy
5Sharing knowledge internally with customers
6Motivating employees to stay engaged
7
Acting systematically to improve the customer experience
8
Creating accountability for customer experience improvements
9
Adapting to customer demands and circumstances in real time
10
Source: gartner.com/SmarterWithGartner
Marketing Communications Fundamentals Toolkit | 5
Target Audiences
Who is your target audience? Start with your Business Plan and define which audiences you need to reach to achieve your goals.
Using research tools, can we dive into
researching our audience to get to know
them and find out how to reach them.
• What are their attitudes and interests?
• Is this target audience likely to engage with the brand?
Should we be looking at a different audience?
• What media do they use on a regular basis? Which
channels are more likely to reach our target audience?
How to Create a Buyer Persona
Customer Journey Mapping
Social Media Statistics
(SA) Media Consumption120.00%
100.00%
80.00%
60.00%
40.00%
20.00%
0.00%
160
140
120
100
80
60
40
20
0
Been to Cin
ema in
last
4 weeks
Watched pay TV/S
VOD/TVOD in
last
7 days
Use so
cial media in
an average w
eek (from
Oct 1
7)
Used th
e inte
rnet in
last
7 days
Seen outdoor a
dvertisin
g in la
st 7 days
Listened to
com
mercial ra
dio on a normal
Read a magazin
e online (w
ebsite/a
pp) in la
st...
Total m
agazines -
across
print, w
ebsite or a
pp
Watched co
mm
ercial TV on a norm
al weekday
Listened to
radio in
last
7 days
Watched FTA TV in
last
7 days
Read a magazin
e or NIM
(last
issue)
Total n
ewspapers
in la
st 7 days -
across
Read a catalo
gue in la
st 4 w
eeks
Read unaddress
ed mail i
n last
7 days (sk
ip Ja
n...
Read mail i
n last
7 days (sk
ip Ja
n - April
19, revise
d...
Watched BVOD in
last
7 days (fro
m Ja
n...
Read a newspaper in
last
7 days (exce
l...
Read address
ed mail i
n last
7 days) sk
ip Ja
n...
Read a lo
cal/com
munity
newspaper in
last
7...
Read a newspaper o
nline (w
ebsite/a
pp) in la
st...
Marketing Communications Fundamentals Toolkit | 6
YOUR AUDIENCE PROFILE:
A fictitious character you model from your pool of data who represents a member of your target audience.
With all of the data at our disposal, we can now
create audience personas using information
from our analytics paired with any marketing,
industry and competitor research.
This will inform our content ideation, targeting
and communications moving forward to paint a
picture about what they like, dislike, where they
live, their age, what channels they are on and
what type of content they are interested in.
Building Your Audience Profiles
Marketing Communications Fundamentals Toolkit | 7
AGE: 18-30 WORK: Study or white collarLIFE STAGE: SingleLOCATION: NSW, Adelaide & Perth
CHANNELS
Average time spent per week.
WHAT MAKES HIM HAPPY
• Getting recognition at work or at uni.
• Getting away with friends and having new
experiences.
• Discovering new experiences, products or
information to share with my friends.
BRANDS :
PERSONALITY
Introvert Extrovert
Analytical Creative
Conservative Liberal
Passive Active
Internet
TV
Radio
YouTube
Newspapers
Social
Magazines
O 5 10 15 20 25 30
“Getting out and about to discover new sights and tastes are what weekends away are for.”
Fit and active
Full social life
Ambitious Image conscious
Eat out/take away
Source: Roy Morgan June 2016
Pete: Optimistic Attention Loving Young Adult
Creating a persona of your target audience is a
valuable way to understand how, when and
where you should communicate with them.
The profile below is a persona created of a typical
student using Roy Morgan data. This provides
valubale insight into the type of media they
consume, their interests and personality traits.
Marketing Communications Fundamentals Toolkit | 8
CinemaCinema offers wide screen,
surround sound advertising
to a captive audience.
We can buy advertising on a CPM
(cost per thousand) basis or a
follow film (ad placed in every
screening of one movie).
OutdoorOutdoor is evolving through
changes in formats, which are
transitioning from static to digital.
It provides mass reach as people
travel out and about every day. Reach
is measured through a methodology
developed in 2013 to assess how
many people see outdoor sites.
PressNewspapers and magazines have
also seen audience fragmentation
as there are now numerous ways to
consume news and content online.
Magazines target a more niche
audience, often female skew, who
are likely to be more engaged
with what they are reading.
RadioThe audio landscape has also
seen change over the recent
years as music streaming has
increased, and the introduction
of podcasts that are seeing
growing audiences year on year.
Commercial radio also has mass reach
potential with high frequency and
is more cost efficient than TV. It can
drive a call to action, for example
it could reach consumers driving
to the shops on their way home.
TelevisionThe television landscape is evolving
all the time as more players enter
the market and new devices
change the way we view, causing
audience fragmentation.
But, free to air TV remains as a mass
audience channel for now, allowing
us to reach a large percentage of
target demographics in a short
space of time with impact.
Internet Advertising With almost 100% of people
using the internet every week,
it’s a channel that is a must.
It offers more metrics than traditional
channels, making it easier to
see results, for example product
sales. But, it is still important
to ensure the data is valid.
Search Search reaches consumers at the
bottom of the funnel, as they are
searching for products/services.
Search, also called pay per click
(PPC) and search engine marketing
(SEM), delivers ads at the top of
the organic search results.
Social Media Numerous players are in the market,
with different audiences using
each platform for different reasons.
For example, Facebook’s largest
demographic is people aged 25-34
whereas Instagram is under 20’s.
Useful resources
Digital Channel
Channels
Marketing Communications Fundamentals Toolkit | 9
Content Strategy
Content will form an increasinglyimportant role in your marketing activity. Having a Content Strategy will allow you toknow what type of content youneed, for which audiences, on what channels and how muchyou need.
The best content is relevant to your audience
AND meets your business need.
The four types of content for success are:
Content to entertain
This content is highly shareable and transforms a ‘brand’
into something more relatable. This is crucial in building
trust and separating the true fans from the one-time visitors.
Content to educate
This is the next step in showing our current and potential
audience why our pages are worth following and our
product worth buying. whereas content to entertain appeals
to emotions, content to educate appeals to rationality.
Content to inspire
Creating and sharing content that is unique and
different to that of our competitors inspires our audience,
and inspiration is contagious, right? Creativity is key in
creating thumb-stopping content.
Content to convert
Content to convert does not necessarily mean a ‘hardsell’,
but rather content that nudges the viewer in the direction to
take action.
Social Trends 2021
Content Marketing Workbook
Content Strategy Template
Give, Give, Give, Ask.
The best content is relevant to your
audience but also meets your business
needs. Create brand awareness. Build
trust. Encourage loyalty. Key messages
to ensure you achieve your objectives.
Consumerneed
Businessproblem
The best content
Marketing Communications Fundamentals Toolkit | 10
Measurementand Evaluation
Measuring and evaluating your marketing activity is critical to ensure that you are on track but also to be able to adapt to any changes in your business, your industry, your target markets, new competitors or regulations.
89% of leading marketers use strategic metrics like Gross
Revenue, Market Share or Customer Lifecycle Value to
measure the effectiveness of their campaigns.
Future of marketing
Social media metrics
Creating a social media report
Google Analytics
• New users
• New user growth
• Enquiries
• Newsletter signups
• Resource downloads
• Organic search
• Conversions
• Direct conversions
• Email conversions
• Referral conversions
• Social conversions
Google Search Console
• Avg. position
• Impressions
• Avg. Click through Rate
• Total clicks
Social Metrics
• Reach
• Impressions
• Engagement
• Followers
Facebooks ads
• Impressions
• Reach
• Clicks
• Avg. Click through Rate
MeasurementMetrics
• Open rate
• Click through Rate (CTR)
• Conversion Rate
• Bounce rate
• Number of unsubscribers
• List growth rate
• Spam complaints
• Forward rate/email sharing
• Engagement over time
Inbound marketing success
• Call source
• Call volume
• Conversation duration
• Time of phone calls
• Landing page performance
• First time callers
• Previous interactions
Enrollment
• Inquiry to visit ratio
• Average position on search results
• Lead conversion rate
• Cost per conversion
• ROI
Marketing Communications Fundamentals Toolkit | 11
IndustryRequirements
Registered training organisations (RTOs) need to under-
stand the marketing and advertising requirements of
the Standards for Registered Training Organisations
(RTOs) 2015, specifically Clause 4.1.
Your RTO must provide—and ensure third parties
provide—clear, current and accurate information about
your RTO, the training and assessment you offer and the
performance of your RTO. Providing accurate information
enables informed choices by clients and learners.
Useful resource:
https://www.asqa.gov.au/resources/fact-sheets/
marketing-and-advertising
Marketing Communications Fundamentals Toolkit | 12
The Department for Innovation and Skills has a range of digital and social channels that are available to you through Skilled Careers channels as well as the Department itself.
Department for Innovation and Skills and Skilled Careers Social Channels
Skilled Careers showcases apprenticeship, traineeship
and vocational education and training (VET)
opportunities, benefits and options. It’s audience
includes students, career seekers and job seekers and
engages with them through Facebook, Instagram
and YouTube.
Content is available for you to share through your
own channels.
Follow pages as well as tag them in relevant posts
such as good news stories, new students, graduate
stories and student achievements in projects so you
can increase your reach.
Skilled Careers
Skilled Careers channels
Youtube
Marketing Communications Fundamentals Toolkit | 13
The Department for Innovationand Skills’ social channelshave a different audience andreaches industry, governmentand business - ideal forcommunicating with employerpartners, increasing brand awareness and speaking to a different target market.
A range of assets are available to you as RTOs.
Department for Innovation and Skills channels
Department for Innovation and Skills and Skilled Careers Social Channels
Marketing Communications Fundamentals Toolkit | 14
Published May 2021. No responsibility for any loss or damage caused by reliance on any of the information or advice provided by or on behalf of the state of South Australia, or for any loss or damage arising from acts or omissions made, is accepted by the state of South Australia, their officers, servants or agents. Produced by the Department for Innovation and Skills © June 2021. Content correct, to the best of the Department’s knowledge, at time of production.
innovationandskills.sa.gov.au
