Appendix 1 – Creative Brief (3)

Creative Brief

Background Overview 

Bridge Business College is a long established and successful Australian-based provider of professional business training. We offer courses in the disciplines of business (management, human resources, and accounting), marketing communications and tourism management. We also offer General English programs (ELICOS) to improve your language skills.

Bridge is a fully accredited provider of Vocational and Education Training (VET) courses with a focus on real world skills and modern training methods. Located above Wynyard train station in the heart of Sydney -Australia’s most dynamic city, Bridge Business College has convenient access to transport, entertainment, shopping and cultural activities.

Objectives 

The main objective of the advertising is to:

Promote our VET courses to domestic students

Promote ELICOS courses to international students

Target Audience

Age: 18-40

Income Level: Medium Income Level

Education: High School Graduate or Business Graduate

Gender: Both Male and Female

Domestic and Foreign International Students

Message

Bridge is a great option to gain a current, industry relevant qualification to advance your career.

Practical knowledge. Affordable tuitions and payment plans. Flexible learning

Our students come from around the world and from Australia. Classes are diverse and inclusive and studying at Bridge promotes international understanding and cooperation.

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Our students come from around the world and from Australia. Classes are diverse and inclusive and studying at Bridge promotes international understanding and cooperation.

Students at Bridge build life-long friendships and valuable professional contacts whether they choose to work in Australia or on their home countries.

Tone

The tone will be encouraging, honest, knowledgeable and formal. The college wants to make sure the students feel the friendliness of staff, economical value, opportunity and overall benefits of Bridge Business college. Lastly there should be a sense of professionalism to ensure students will be treated fairly and equally.

Scheduling 

The advertisements will be running daily. The ads will also on big banners and on buses to promote the school around the Area.

Assessing Competition

There are over 800 RTOs across Australia and English schools. There will be a lot of competition and it will be very difficult to compete with each college.

Some of the main competitors are:

Lloyds International College – Business and English College Sydney

International College of Management, Sydney

International Students – The College – Western Sydney University

Wells International College | Sydney CBD | IT and Business

Budget

The overall budget will be $20,000 for creative and production $180,000 for media buying.

Total is $200,000.

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