Background.
The TAFE NSW Women in Business project launched with a bang. The program was developed by TAFE Digital NSW, who were tasked by the NSW government with creating a new online program to support women who want to start or grow their own business.
As a small business staffed with women, this project particularly resonated with the Juntos Marketing team.
We wanted to give TAFE NSW a clear understanding of how to launch and position the program, how the program should be structured and tangible recommendations to maximise uptake. To achieve this, we combined quantitative research (online surveys) with qualitative research (in-depth phone interviews) and desk research to delve into the specific needs and wants of different audience segments.
Our Solution.
To find the most helpful insights, we spoke to a diverse range of women, including from regional, rural and metro locations, from different economic circumstances, and from hard to reach groups such as CALD (culturally and linguistically diverse) and indigenous communities.
A key step for successful research outcomes is to translate the important findings and messages into easy-to-understand messages, for both internal and external audiences. In this case we worked with TAFE NSW to design and produce a visual customer pathway for all of the government departments supporting the Women in Business Program. This mapping helped clarify and communicate referral points and intersections with other existing supports.
And the outcome? Within the first 4 months of launching, the Women in Business program hit its enrolment 5 year targets, with over 10,000 women signing up.
Stats.
10,0000+
enrolments in first year
98%
of students found resources useful
4 years-worth
of registrations in first 4 months