From Fall-Back Option to First-Choice Destination: Repositioning WSU’s ‘The College’

Students expect learning experiences that are tailored to their specific goals and fit into their lifestyle. The College’s traditional learning model and ‘low/no ATAR’ messaging created a perception that it was a ‘fall-back’ option. Students looking to upskill or study a diploma weren’t seeing relevance in The College and this was reflected in the declining enrolments. We set out to make The College a first-choice destination that provides an engaging and supportive learning experience to enable student success. In pursuing this goal, we attracted more students, including those who may not have otherwise considered themselves suitable for tertiary education.

Over seven weeks, we designed a strategy for The College that connected with new audiences, shifting from the ‘fall-back’ option to a first-choice destination. We co-designed, prototyped and audience-tested multiple, competing value propositions to define the shared value. We discovered that The College’s pedagogy - a modular learning model – was unique and valuable to all segments, regardless of whether they were upskilling, seeking a diploma, or a pathway to a bachelor’s degree. We developed evidence-based key messaging pillars, compelling creative assets and a website that launched at their annual Open Day, appealing to and capturing interest from prospective students.

The project demonstrated the importance of testing value propositions with multiple segments to inform strategy. Focusing on pedagogy and the industry-aligned courses created broader relevance and captured new segments that has seen a 16% increase in student enrolments. The website clearly describes the modular learning model benefits and introduces the audience to the course offerings aligned with high-growth industries, giving students multiple reasons for The College to be their first choice. In testing, a prospective student stated, “A new way of learning caught my attention. It’s different to TAFE which just has the courses. It’s something I want to experience.”

Through testing, we learnt that students are seeking learning experiences that fit around their lives. Where other tertiary institutions focus on helping students choose a suitable course amongst the vast options, The College offers a discrete set of industry-aligned courses and focuses on providing a flexible and supportive environment that broadens accessibility and enables student success. The modular learning model allows students to study one subject at a time and still complete the course requirements in a standard diploma timeframe. Our strategy delivers on category conventions by supporting students to select a suitable course whilst also demonstrating how the delivery model will fit practically into their lives. Starting with small focus-groups, observed by leaders at The College, we were able to understand segment-specific needs and pain points and create alignment with stakeholders on the key opportunities. By prototyping those opportunities and testing 1:1 with prospective students, we ensured that we had a unique and evidence-based value proposition. During testing, two prospective students stated: “They’re trying to design a way to study that fits around your life. It sounds good. At school teachers don’t care. They don’t try to be flexible.” “I’ve got four kids, so I’m working around that.”