Australian Flexible Learning Framework

The Brand Management business activity will provide high-quality, national support and management of the Framework brand.

Brand Management will develop ongoing key messages for the new strategy that promote e-learning as an integral part of the national training system. These messages will align directly with broader vocational education and training (VET) communication and branding strategies and develop over the duration of the strategy.

Brand Management will work closely with all associated Framework programs, business activities, states and territories to ensure that Framework outputs and outcomes are promoted to VET clients and the VET system in a consistent and coordinated way. This approach will maximise awareness and practical understanding of the impact of, and opportunities provided through, e-learning.

Brand Management will develop and implement a brand management strategy that encompasses media, marketing, public relations and advertising. It will be responsible for:

the development and implementation of the Framework's Brand Management Strategy, Framework Branding Guide, communication tools, targeted media, awards and event/sponsorship management
providing high-level brand management service and advice to Framework programs, business activities and states/territories, such as in the production of case studies, brochures, event materials, CD-ROMs, blogs and websites
management of promotional aspects of flexiblelearning.net.au (eg Flex e-News, news and events, and campaigns)
supporting Framework business activities' marketing cycles from inception to market readiness.

Brand Management will also act as a central point of contact for VET clients with enquiries on e-learning and the Framework, assessing client enquiries and redirecting to states and territories.

To manage nationally agreed protocols that support clear, consistent and coordinated brand management of e-learning messages through the Framework's business activities.
To maintain communication awareness of the Framework's investment in e-learning within the VET system by supporting Framework business activities which promote access to nationally supported, funded and produced e-learning products, resources and support networks.
To illustrate the Framework's national investment in resources, standards and repositories for the benefit of the national training system.
To plan and deliver a nationally agreed, effective Framework brand management strategy.

Consistency of a VET e-learning brand including Framework key messages.
Targeted, action-oriented e-learning information and communication tools for distribution to diverse VET stakeholder groups.
Promotion of Framework and e-learning VET products, resources and capabilities.
Implementation of a nationally agreed Framework brand management strategy.

Provide state and territory support in the delivery of Framework business activities that require market readiness, ie style guiding, promotion and marketing.
Management of agreed protocols that support clear, consistent and coordinated brand management of Framework business activities.
Targeted awareness of the Framework's investment in e-learning business activities within VET.
Consistency in the public delivery of the VET e-learning brand and Framework key messages.
Provide high level coordination in the development and use of Framework communication tools.
Promotion of Framework business activities at agreed key VET national events that recognise Framework e-learning products, resources and capabilities, ie national conferences and awards.
Support in the delivery of business activity and state/territory Framework related promotional activities.

Lindy Smith

Brand Manager
Phone: +61 7 3307 4701
Email: lindy.smith at deta.qld.gov.au
(Replace 'at' with @ to use this address)

Australian Flexible Learning Framework

Brand Management

Overview

Objectives

Outcomes

Performance Indicators

Links

Contact Details