Marketing for vocational training providers and RTOs
Enrolment marketing for registered training organisations, built around intake dates, funded place eligibility and the marketing rules your regulator holds you to.
Where the money moves.
The number that governs your year is cost per enrolment, and it moves for reasons that have nothing to do with click cost. A lead that cannot pass eligibility for a subsidised place is a cost, not a prospect. Funded contracts carry quotas and reporting obligations, so a qualification can go from priority to closed inside a quarter. We build the funnel around that reality: screening before the lead reaches a recruitment officer, spend weighted to the qualifications and campuses sitting under target, and reporting that follows the student through to a confirmed start rather than stopping at the form.
Marketing material for a registered training organisation is audit evidence. Your RTO code, correct use of the nationally recognised training mark, the line between a career outcome and an implied guarantee of employment, the fee and refund information a prospective student must be able to find: all of it sits in the same file an auditor asks for. Copy written by someone who has never read the Standards creates a compliance job for your quality team later. We write course copy to survive that reading first, then make it persuasive, because the reverse order costs you twice.
Intakes shape everything. February and July still carry the weight for classroom delivery, self-paced and online cohorts run continuously, and traineeship starts follow the employer's hiring rather than your calendar. Spending evenly across twelve months wastes the weeks when a decision is actually being made. We plan backwards from each intake and each funded contract period, lift spend into the enquiry window, pull it back once applications close, and keep a base layer running for the qualifications that enrol year round.
Your ad accounts, your student data, your domain, your Business Profile for every campus. Everything is created in your name and stays there. Reporting is written against enrolments, campus by campus and qualification by qualification, with the enquiry to enrolment rate sitting beside media cost so you can see which channel produces students who actually start. Completion is a delivery problem rather than a marketing one, but attracting the wrong student makes it worse, and that shows up in the same report.
What we run.
A page for every qualification
One page per code on your scope: units, delivery mode, entry requirements, placement hours, the fee and subsidy position, and the next start dates. This is where search intent lands and where the enquiry is won or lost.
Eligibility screening inside the enquiry form
Residency, state, prior qualification held, employment status. The questions that decide subsidy eligibility go in the form, so a recruitment officer opens a lead already scored instead of spending a week discovering the applicant was never fundable.
Search, funding questions and AI answers
Prospective students search a course code, a job title, and the funding question sitting underneath both. We build pages that answer eligibility and cost plainly, structure them so AI answers can quote them, and hold your own brand search.
Paid media shaped to the intake calendar
Budget follows the qualifications and campuses under target rather than a flat monthly split. Social carries early awareness for school leavers, search carries the decided enquiry, and employer facing campaigns run on their own track.
The employer and traineeship pipeline
Traineeship and fee for service cohorts come from a workforce manager, not from a course page. Direct outreach, LinkedIn and a capability page written for that reader fill this side of the ledger while retail enrolment runs underneath.
Questions we get asked.
That is the first constraint we write to. Every ad, landing page and course description carries the RTO code, uses the nationally recognised training mark correctly, and describes career outcomes without implying a guaranteed job or a qualification issued without assessment. Your compliance lead approves the library before launch, and we keep a dated record of every live asset.
Yes, and it is the only number worth reviewing. It requires connecting your student management system to the ad platforms so an enquiry can be matched to an application and then to a confirmed start. Once that is wired, the report shows media cost against enrolments by qualification and campus, with lead volume demoted to a working metric.
Completely. Subsidised courses need geography limited to the funding state, eligibility screening in the form, and creative that speaks to a career changer weighing a free or low fee place. Full fee courses compete on outcome, flexibility and reputation, often with an employer paying. They are separate campaigns with separate pages and separate cost targets.
Spend moves off that qualification and onto the ones still open, and the course page is updated so you are not paying for enquiries you cannot enrol. Because the funnel is built per qualification rather than as one campus campaign, this is a targeting and budget change rather than a rebuild.
Also in education and training
Talk to us.
9 services under one team, run against the numbers your business already reports on.
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