2. “Voctech – the right choice for better career ” The “As Is” & “To Be” Strategy Canvas Creation Blue Ocean Strategy Workshops 2010

3. 80%(2020) MALAYSIA 2013- ILP,KSM 2014 - KKTM, MARA - IKTBN, KBS -WISDEC, KPPK

5. Sorting (SEIRI) Set in order (SEITON) Shine (SEISO) Standardize (SEIKETSU) Sustain (SHITSUKE) Sorting (SEIRI) Set in order (SEITON) Shine (SEISO) Standardize (SEIKETSU) Sustain (SHITSUKE)

7. How Vocational Education to become a strong Brand?

8. Positioning and Re-positioning of Vocational Institution (Vocational Schools to Colleges) Reasons for Re-positioning Poor/tarnished image of vocational schools Change in target audience Change in strategic direction (vision 2020) Creating new corporate personality Many competitors (public and private)

9. Branding Workshop (3 hours) Contents – What is branding? – Who owns and build brands? – Why branding is important? – Brands and reputations – Brand Identity Vs Brand Image – Building Brand Stategy – Brand vision, business and values – Brand experience and consumer relationship – Brand management wheel – Time line. Presented to 100 BPTV staff and 88 College Directors 9 Jan 2013, 9 am-12 noon

10. Brainstroming (3 hours) You will be divided into several groups to complete several tasks and make presentations – BPTV – SMT or Technical Education – KV or Vocational Education ( 4 groups) TASK 1 : Identify what you want to brand. TASK 2 : Identify your brand business which has an emotional appeal TASK 3 : Based on your brand business, identify your Brand Vision TASK 4 : Based on your brand business and your Brand Vision, identify your Brand Values

11. Vocational College Brand Business Our business is not only provide access to quality vocational education BUT Your Success Is Our Business

12. VC Brand Values RATIONALEMOTIONAL * Professional* Caring - Efficient, ethics, - helpful, friendly knowledgeable* Fun * Innovative - - Fun learning, colorful - creative programs, mobile learning* Courageous Quality - positive, brave - 5S (Quality Work Environment), MS 1801(Occupational Health & Safety)

13. Timeline 2013-2015 Phase 1 Phase II Phase III Phase V Internal Analysis Strategy Implementation Evaluation & Re-Align * Brand Business Planning * Brand Values * Reputation Survey * Setting Committees - Working Group - Steering Committee A. Define Brand Approach B. BUILD BRAND STRATEGY & LAUNCHING C. IMPLEMENT & MONITOR Aug 2013 Dec 2013 Mac 2014 Jun 2014 Sept 2014

14. THE OUTCOME 2013