"Be More" integrated campaign
DTWD
TAFE WA Be More Campaign
TAFE WA partnered with Marketforce to launch its first statewide integrated campaign, "Be More," aimed at reshaping perceptions and positioning TAFE as a leading choice for personal and professional growth. The campaign unified creative messaging across multiple channels, including a new microsite, social media platforms, outdoor advertising, and content highlighting real success stories. The result was a compelling campaign that showcased TAFE’s hands-on learning and industry connections, driving engagement and shifting perceptions.
Project partners:
The Brief
An exciting choice for both students and lecturers.
Marketforce was appointed to launch TAFE WA’s first statewide integrated campaign, driving traffic to a newly developed micosite bringing together all five colleges under a unified TAFE WA masterbrand to promote over 1,000 courses across 50 campuses in WA.
With TAFE often erroneously perceived as a lesser alternative to university or a technical school for blue-collar workers, changing these perceptions was crucial, especially for the youth and school leaver segment. This campaign aimed to reposition TAFE WA as a leader in delivering life-changing outcomes for both students and lecturers - making it the first choice, not just a backup plan.
A key technical challenge was simplifying the user journey for prospective students, enabling them to quickly access relevant course information and reduce the steps to application.
Our Approach
A strategic platform paired with bold design choices.
The strategy for TAFE WA's "Be More" campaign was grounded in key strategic research: purpose and passion are universally important to our target audience. With this insight in mind, we created a cohesive strategic platform that would unify all messaging and touchpoints, ensuring the campaign resonated deeply with prospective students.
At the core of the campaign was the "Be More" concept - an aspirational message that highlighted TAFE WA’s role in personal and professional growth, positioning it as a dynamic, life-changing choice for purpose-driven careers. The "Be More" platform served as the foundation for all campaign assets and messaging, ensuring consistency across channels and driving engagement from social media to outdoor advertising, all the way through to the website and content layers. This was a co-designed process with the broader TAFE WA client, the regional and First Nations advisory group, with the ‘Be Deadly’ sub-brand emerging from these workshops and consultation bodies.
To engage with the target audience - primarily school leavers who are often indifferent towards education - we rolled out the campaign through a combination of media designed to speak directly to them in their own visual language. The campaign launched with a striking social and cinema film that brought the "Be More" concept to life, capturing the energy and opportunity TAFE WA provides. Complementing this, eye-catching outdoor advertising and a dynamic social media campaign were developed, focusing on bite-sized content that resonated with the interests and aspirations of young people.
A key component of the strategy was the development of a content layer to tell real success stories from TAFE graduates and lecturers. These authentic narratives showcased the hands-on learning, industry-experienced teachers, and career outcomes that make TAFE a respected and valuable educational choice. By highlighting these personal stories, we aimed to shift perceptions and position TAFE WA as a leading and respected option for school leavers, not as a lesser alternative. This content strategy allowed us to build a genuine connection with our audience while reinforcing TAFE WA’s reputation for delivering life-changing outcomes.
For those seeking more detailed information, a streamlined website was developed as a central hub. This site offered an intuitive user experience, providing prospective students with easy access to course details, application information, and more.
Visit the Be More website
The Tech Challenge & Solution
A connected hub, with frictionless UX.
With a compelling creative campaign and strong call-to-action driving brand engagement, TAFE WA needed a central destination to direct campaign traffic, offering seamless interaction and data exchange between prospective students and local TAFEs. The solution required integration with DTWD’s existing Drupal sites.
Marketforce developed an interactive microsite that seamlessly connected with multiple TAFE datasets, aggregating all available courses and locations into one easy-to-search platform. This frictionless user journey allowed prospective students to easily explore options and progress to enquiries or applications. The microsite also served as a hub for additional content, including initiatives like Women in Non-Traditional Trades (WINTT) and TAFE WA lecturer recruitment, ensuring the campaign could support a range of strategic objectives.
The Results
YouTube video 89.2% completion rate, Twitch video 86.6% - An all-time high for DTWD.
55,000+ Snapchat reach with a frequency of almost 10.
From our Client
“We’ve been able to totally re-evaluate what ‘TAFE’ can mean, to people who want to Be More in their life”.
Amber Gorrie, Director Communications (DTWD)
