Making the way of the professionals better known (part 1)
Switzerland’s dual vocational training system receives high marks both nationally and internationally. It ensures a steady supply of well-trained skilled workers and is a key pillar of our country’s competitiveness. However, there is not enough awareness of the educational pathways and career opportunities available. This is where the Berufsbildungplus.ch campaign comes in. By Monique Grossrieder, Project Manager for Advanced Vocational Education and Training at the Federal Office for Professional Education and Training (BBT) and Co-Project Manager for the Berufsbildungplus.ch campaign.
Switzerland has a proven vocational training system. This is related to the labor market and is part of the education system. It is based on clearly defined training courses and is characterized by a high degree of permeability: It is possible to attend further education courses and change jobs during the course of a career without detours. There is a wide range of continuing education courses available at all levels.
Diversity leads to ignorance
Despite a well-functioning range of information and advice on vocational education and training, too little is known about the various options and opportunities offered by vocational education and training. Compared to academic education, vocational education and training has an image deficit. There is a risk that the opportunities offered by VET are misjudged due to insufficient knowledge and misconceptions. In the public perception, the career opportunities offered by vocational education and training are still considered to be of secondary importance.
The overall strategy 2007 to 2009
The national campaign to promote vocational training was launched in summer 2007. The Confederation is responsible for raising awareness on a broad scale. The cantons and professional organizations are helping to anchor the joint campaign. VETplus.ch is designed to run for three years and aims to raise awareness among companies, young people and adults of vocational education and training as a "path for professionals".
The campaign strategy is based on five pillars:
1. the umbrella brand
Development and integration of a clear brand hierarchy, consisting of the umbrella brand VETplus.ch, which addresses the topic in an understandable way and does not allow for any misinterpretations. The brand hierarchy gives the entire communication a visual identity and consistency as a figurative and word mark with a corresponding signal effect and coherent tonality. The brand is visualized with the red arrow, which always points to the top right.
2. networking via online platform
The online portal Berufsbildungplus.ch is the central communication tool of the campaign as an information hub. Information from all partners is networked via this platform.
3. horizontal sensitization
Broad communication of basic knowledge about the content and opportunities of vocational education and training in Switzerland. The aim is to update the level of knowledge among "end customers" (young people, people interested in education, companies) and influencers and to increase the value of vocational education and training (image).
4 Vertical sensitization
Dissemination and deepening of information about the cantons and organizations in the world of work. Integration of the broad network and thus mobilization of the base.
5. focusing
Marketing for the individual "vocational education and training products" (basic vocational education and training, vocational baccalaureate and advanced vocational education and training) to the relevant end customers and influencers. This focus is part of the umbrella brand strategy.
Diversity leads to ignorance
Despite a well-functioning range of information and advice on vocational education and training, too little is known about the various options and opportunities offered by vocational education and training. Compared to academic education, vocational education and training has an image deficit. There is a risk that the opportunities offered by VET are misjudged due to insufficient knowledge and misconceptions. In the public perception, the career opportunities offered by vocational education and training are still considered to be of secondary importance.
The overall strategy 2007 to 2009
The national campaign to promote vocational training was launched in summer 2007. The Confederation is responsible for raising awareness on a broad scale. The cantons and professional organizations are helping to anchor the joint campaign. VETplus.ch is designed to run for three years and aims to raise awareness among companies, young people and adults of vocational education and training as a "path for professionals".
The campaign strategy is based on five pillars:
1. the umbrella brand
Development and integration of a clear brand hierarchy, consisting of the umbrella brand VETplus.ch, which addresses the topic in an understandable way and does not allow for any misinterpretations. The brand hierarchy gives the entire communication a visual identity and consistency as a figurative and word mark with a corresponding signal effect and coherent tonality. The brand is visualized with the red arrow, which always points to the top right.
2. networking via online platform
The online portal Berufsbildungplus.ch is the central communication tool of the campaign as an information hub. Information from all partners is networked via this platform.
3. horizontal sensitization
Broad communication of basic knowledge about the content and opportunities of vocational education and training in Switzerland. The aim is to update the level of knowledge among "end customers" (young people, people interested in education, companies) and influencers and to increase the value of vocational education and training (image).
4 Vertical sensitization
Dissemination and deepening of information about the cantons and organizations in the world of work. Integration of the broad network and thus mobilization of the base.
5. focusing
Marketing for the individual "vocational education and training products" (basic vocational education and training, vocational baccalaureate and advanced vocational education and training) to the relevant end customers and influencers. This focus is part of the umbrella brand strategy.
The proven integrated communication strategy will be continued in 2009 with the aim of anchoring the umbrella brand in the long term. The private and economic importance of vocational education and training is to be highlighted. Vocational education and training should be recognized as an equivalent alternative to other educational paths and create a positive "we-feeling" across all sectors and target groups. Further information can be found at Vocationaltrainingplus.ch..
In Part 2, we publish a statement by Martin Stalder, Head of the Higher Vocational Education and Training Department at the Federal Office for Professional Education and Technology (OPET). This article will appear in four weeks on the Swiss Marketing double-page spread in the February 12, 2009 issue of Werbewoche.
One of many subjects, here as a window sticker for public transportation.
This brochure can be ordered from Federal Office for Professional Education and Technology (OPET), keyword Berufsbildungplus.ch, Effingerstrasse 27, 3003 Bern, tel. 031 322 21 29, [email protected], .
