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Desired Result

Key Activities

Performance Criterion 2019–20 Targets

Result Against Performance Criteria

1

4.1.1 Find great storytellers, whatever their background or circumstance

Run national Talent Camp for emerging practitioners

60 participants in Talent Camp nationally

88 participants in state-based workshops held in all states and territories, over September, October, and November 2019

· 15 participants were chosen to progress to the National Talent Camp

· 3 participants subsequently received production funding

2

Implement a Student Recruitment Strategy

425 applications for award courses received,

including:

448 applications for award courses received

· 444 domestic applications

· 4 international applications

See also Appendix 1. Applications and Enrolments, for complete student statistics

3

35% Applications from outside Sydney;

37.5% of applications received from outside Sydney

· Data prepared is consistent with the previous reporting, with ‘outside Sydney’ defined as postcodes >2250

4

16% applications outside NSW;

21% of applications received from outside on NS

· The School embarked on another interstate Masters Roadshow, as well as attendance at interstate career fairs and expos. These activities helped grow awareness of AFTRS outside of NSW

5

50% female;

42% identified as female

· Whilst the School did not meet the 50% target, there has been a 5% improvement from the 2018–19 result of 37%. AFTRS will continue to work in support of initiatives aimed at attracting more females into the Industry. This will include partnering with Women in Film and Television (WIFT), and Raising Film, as well as sourcing and promoting more scholarships aimed at supporting more women to study film, television and radio at AFTRS

6

10% speakers of a language other than English at home;

6% identified as speakers of a language other than English at home

· This data set does not provide a reliable indication of the result. During the reporting period, speakers of a language other than English at home was not a mandatory question at the application stage. Complete data is captured under the CALD metric. To improve this result, AFTRS will support and sponsor non-English speaking film festivals to increase awareness in this demographic

7

15% CALD students; and

37% of applications received identified as CALD students

· The target was exceeded due to the impact of the measurement, which includes applicants who have a parent born overseas

8

25% First in family in higher education

56 % of enrolments are first in family in higher education

· When the criteria for 2019–20 was designed, the data set was intended to be collected at application stage. This was later assessed as not appropriate and introduced at the enrolment stage

9

Indigenous Unit recruitment

20 Indigenous students

13 applications for Award courses identified as Indigenous

Recruitment and outreach activities include:

· Attendance by the AFTRS Indigenous Unit at Screen Australia’s roadshow, along with ABC Indigenous and NITV. The roadshow visited towns and cities across Australia

· Various AFTRS Stalls – NAIDOC in Sydney; Girls Academy event at Carriageworks Sydney; and Big Day In in Wagga Wagga where 800 students attended

Supplementary Indigenous Award course enrolment information:

· 9 new Indigenous student enrolment

· 16 Indigenous students enrolled across Award Courses: 11 Students enrolled in Bachelor of Arts Screen; 2 in Masters of Arts Screen; and 3 in Masters of Arts Screen Business and Leadership

See also 4.1.3 for other workshops/training facilitated by the Indigenous Unit

10

Fulfil the AFTRS Accessibility Action Plan 2018 - 2020

-

AFTRS Accessibility Plan 2018–2020 comprises 10 building strategies

· FY19–20 saw the finalisation of the remaining accessibility projects

· Improvements included completion of the AFTRS Quiet Room; the new Student Centre space; and gender-inclusive toilets

11

4.1.2 Partner within and outside the Industry to identify talent

Pursue community, corporate, education and cultural partnerships

10 partnerships per year to deliver training nationally

See 4.3.1

12

Scholarships

20 student scholarships per year

39 Scholarships were awarded in 2020

· Available Scholarships are awarded each year for the duration of the specific Scholarship/prize

· AFTRS Scholarships are awarded based on merit and/or equity

· The School continues to maintain relationships and grow its Scholarships program ensuring another year of Scholarships with existing partners, Audible, Commercial Radio Australia, Onbass/Giant, United Nations High Commissioner for Refugees (UNHCR) and Virgin Australia, and securing new Scholarship partnerships with Commercial Radio Australia and Emerson College

See also Appendix 2. Scholarships

13

4.1.3 Build capabilities that contribute to Australian culture

Offer Youth programs

Offer Introductory courses + short course

950 participants in Teens, Indigenous, Introductory courses, Engagement courses; and

797 participants

· 255 Youth participants: AFTRS Youth Program offers short courser for secondary school students during school holidays with a growing emphasis on courses for secondary students as a pathway into AFTRS BA Screen: Production

· 140 Indigenous participants in workshops/training, facilitated by the Indigenous Unit: AFTRS’ Indigenous Unit supports the continued awareness and growth of Indigenous media practitioners and best practice for the screen and broadcast industry

· 80 Indigenous High School students attended the AIME Program day hosted by AFTRS

· 250 Introductory Course participants: Introductory courses are designed for new entrants into the screen and broadcast industry who wish to test their interest and aptitude and are available to students aged 16 years and over

· 72 participants of workshops/training facilitated by the Engagement Division: AFTRS partners nationally with community cultural organisations to create skill development opportunities

See also Appendix 7. Engagement: Outreach

14

Roll out national Media Lab

700 Media Lab resource downloads

824 Media Lab resource downloads

· AFTRS’ Media Lab offers a range of free online resources for teachers and students levelling the screen literacy playing field for future creatives

· The resource features Australian screen examples, instructional videos, ethical dilemmas, and case studies

· The Media Lab initiative also offers professional development workshops for teachers, available both online and at our Sydney campus

15

Run Black Talks + Indigenous Workshops

6 Black Talks/workshop events per year

7 Black Talks/Workshop events were run

­· 1 Black Talk – Torres Strait creatives and content making

· 1 Conference presentation – First Nations Media Converge Conference

· 1 MediaRING event presentation – Screen Forever

· 2 Hosted events – Indigenous Language and Knowledge Keeping event with Rachel Perkins and Uncle Bruce Pascoe; and AIME Program day held at AFTRS

· 1 Podcast series launch – Talk Talk Series 1, featuring Uncle Bruce Pascoe

· Introduction event – new Elder-in-Residence, Sonia Smallacombe

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Desired Result

Key Activities

Performance Criterion 2019–20 Targets

Result Against Performance Criteria

16

4.2.1 Offer world-class, industry-relevant education and skills

Deliver BA, Graduate Diploma and MA Award Courses

300 new and ongoing enrolments in Award courses

360 new and ongoing enrolments in Award courses

· (Figure is as at Census date)

See also Appendix 1. Applications and Enrolments, for complete student statistics

17

50 students accessing internships

83 students have accessed internships, attachments, and placements

See also Appendix 3. Bridge to Industry

18

80% eligible completions

92% of eligible completions

See also Appendix 1. Applications and Enrolments; and Appendix 4. 2019 AFTRS Graduates

19

Implement an innovative curriculum

-

AFTRS delivers innovative curriculum through award, short and Industry certificate courses

· The School is leading the way in delivering practical screen and broadcast education online – in part, as a response to the COVID-19 pandemic but primarily as a strategic goal to make AFTRS education relevant, inclusive, and able to reach all possible students across the whole of Australia

· AFTRS courses develop industry- relevant craft skills as well as life- long skills in adaptability, resilience, communication and collaboration, and complex problem-solving

· The School helps students become entrepreneurial and culturally aware. This is a key course component and a crucial part of their ongoing practice. From thinking about new applications of their skills across all platforms and business models to including and collaborating, and working with audiences during their content development. This includes live case studies with businesses, developing projects with real industry partners, and working in new and emerging technologies such as Virtual Production

See also Appendix 6. Award Course Program; and Appendix 7. Industry Practitioners at AFTRS

20

Manage academic governance

-

As an approved self-accrediting higher education authority registered with the Australian Government’s TEQSA, AFTRS continues to meet its legislative obligations

· In FY2018–19 the School reported the 3-year extension of its provider registration through to 2023 based on AFTRS’ demonstration of an established track record of low-risk, high-quality delivery of higher education

· The School’s educational compliance and reporting functions include the regulatory reporting of enrolments and completions, FEE-HELP estimates and the annual Provider Information Request to TEQSA

· The Academic Board met six times during FY2019-20

· During the COVID-19 pandemic, under the Academic Governance Framework, the Academic Board oversaw and endorsed, revised modes of delivery to ensure the continued delivery of high-quality curriculum and student experience met regulatory and Australian Qualifications Framework (AQF) standards

21

Conduct teacher professional development

-

In FY2019–20, a program of professional development (PD) for teaching staff has included: An annual PD day for all teaching staff – delivered 5 February 2020 with 73 teaching staff participating; Face-to-face training sessions for tutors – 20 participating from the Engagement unit; 100+ Moodle one-to-one/ just-in-time/ induction training sessions; and 2 Professional Development funding rounds (October 2019 – 3 staff members funded, and March 2019 – 1 staff member funded)

· Bespoke skills training was delivered in areas such as classroom management, giving feedback, and unconscious bias

· FY2019–20 saw the expansion of the Moodle Guidebook for Staff, as a go- to guide for both online and face-to- face delivery

· The impact of COVID-19 meant the focus of the PD program in early 2020 pivoted to support teaching staff to re-align their content to deliver in online formats and to confidently present their content in the online environment

· The statistics describe the volume of training delivered from March – June 2020:

– Staff members trained: 202

– Number of sessions offered: 63 (including ad hoc sessions for individuals or small groups, dedicated Zoom how-to sessions for large groups

22

4.2.2 Cultivate a focus on creative and cultural entrepreneurship

Deliver an Incubator Program

1 new Incubator Program partner

No additional Incubator Program partner was secured in FY2019–20

· The Incubator Program was designed to be delivered annually in conjunction with an industry partner following graduation and as a means of supporting entrepreneurial initiatives of the graduating class

· COVID-19 pandemic has had a significant impact on the delivery and expansion of the Incubator Program in FY2019-20. The ongoing uncertainty surrounding the pandemic has led to the program being redesigned and folded into a comprehensive Graduate Program in FY2020–21

23

2 new businesses supported through Incubator Program

3 projects were selected at the end of FY2018–19 and were supported in FY2019–20 through the Graduate Incubator Program

Support included: a three-month residency at The Studio with full access to their community of start-ups; $5000 seed funding during the incubator lab; a dedicated mentorship from AFTRS staff; access to AFTRS resources (as available and in accordance with the Production Guidelines)

The selected projects were:

· Master of Arts Screen graduates, Lauren Clair and David Tran, with Big Splat, an animation company producing Fudge, a 3D animated 10X10 series utilising the game engine, Unreal Engine to render the show

· Master of Arts Screen graduate, Hattie Archibald developing Gut Feeling, a 3 x 12-minute web series into a half- hour format for Subscription Video on Demand (SVOD). This show was picked up by ABC and made into a series

· Advanced Diploma in Radio Essentials graduate, Zac Schroedl with Sportoise, a Podcast Series exploring the bizarre moments that have changed the rules, culture and politics of modern sport

24

Teach students to pursue audience outcomes for their work

Two episodic series delivered in BA

Two episodic series delivered in BA

· As part of the Bachelor of Arts Screen: Production, students in their second year use real production briefs devised by Industry to create and deliver episodic productions

· They created two series with one being What’s Your Flava?, an online reality dating/cooking show which was released for distribution across social media platforms. The 2020 season as at the end of the reporting period, has generated 200,000+ views on YouTube across five episodes

See also Appendix 5. Student Achievements

25

4.2.3

Generate an inclusive culture supporting creative risk-taking

Create a safe, creative culture for work and study through AFTRS Charter commitments

-

Two new Safe Conversation Officers were appointed, increasing the number from five to seven, with the group undertaking Accidental Counsellor Training and Mental Health First Aid

Staff are required to complete a comprehensive online cultural competency module

26

Recruit and train an additional 2 Safe Conversation Officers within the School

2 additional Safe Conversation Officers were recruited and trained during the reporting period

27

Ensure strong student support, including for students from underrepresented communities

80% eligible completions for students from under-represented communities

88% eligible completions achieved for students from under-represented communities

28

Student centre provides support for 100 students per year

The Student Centre provided support for 240 students during the period

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Desired Result

Key Activities

Performance Criterion 2019–20 Targets

Result Against Performance Criteria

29

4.3.1 Work with Industry to offer relevant training

Partner in training delivery

Inform training with Industry Advisory Panels

Consult across the Industry on skills needs

10 training partnerships delivered nationally

19 partnerships were developed to deliver training

· Partnerships included: Arts8, Bus Stop Films, Central Australian Aboriginal Media Association (CAAMA), Cultural Exchange (ICE), Film Victoria, First Nations Media Australia, Jumbunna Institute for Indigenous Education & Research (JIIER), Metro Assist, NITV, OZCO, Screen Australia, Screen Producers Australia (SPA), Screen Queensland, Screen Territory, Screenwest, South Australian Film Corporation (SAFC), Story Factory, The Centre for Stories WA, Top End Bush Broadcast Association (TEBBA)

· In 2020, the Screen Business Essentials program was unable to be fulfilled with all planned agencies. Due to the COVID-19 pandemic, the AFTRS program was limited to delivery in Alice Springs and Darwin, and an online offering to replace scheduled Sydney and Melbourne training

30

30 participants in Industry Advisory Panels

43 participants across four Industry Advisory Panels (IAPs)

· IAPs meet twice per year to inform the direction of the AFTRS Industry training program

31

Triennial consultation on national skills requirements of Industry conducted

The next consultation on national skill requirements of Industry is due to be conducted FY2021–22

See Application of learnings from Industry conducted research

32

Application of learnings from Industry conducted research

-

The triennial industry consultation was conducted over May–June 2019, with the IAPs following in August, November, and December 2019

· To address the industry needs identified in those consultations, the School has been in the development of new Short Courses, Industry Certificates, and seminars. An excellent example is the Short, Sharp and Immediately Useful series of seminars designed for busy industry practitioner

In FY2018–19, AFTRS reported on the initiated research in collaboration with RMIT, the Australia Council and Screen Australia, examining applications of distributed ledger technologies to creative practice. This translated to the first seminar of the Short, Sharp and Immediately Useful series

· The seminar discussed the provocation paper, Blockchain and the Creative Industries, and included real-world case studies from companies that have successfully integrated blockchain into their business models

33

4.3.2 Upskill practitioners through industry training

Offer Industry validated certificates

200 industry practitioners trained through Industry Certificates or Industry Partner workshops

373 industry practitioners were trained through Industry Certificates or Industry Partner workshops

· 136 practitioners completed Industry Certificates

· 120 practitioners attended Make It, Victoria

· 74 practitioners participated in the SPA Screen business courses: 24 in the Northern Territory; and 50 in the online offering due to the COVID-19 pandemic

· 29 practitioners attended Blockchain For Creative Businesses seminar as part of the Short, Sharp and Immediately Useful series

· 14 practitioners attended First Nations Freelance Filmmakers Survival Kit workshop

· Due to the COVID-19 pandemic, the School was forced to cancel 3 Industry Certificates

· In the reporting period, the School partnered with CAAMA to support broadcast staff attending Industry Certificate training, and with Screen Queensland and Screenwest to support Indigenous practitioners attending First Nations Freelance Filmmakers Survival Kit workshop

34

Offer Industry short courses

1,100 Industry Practitioners undertaking Industry Short courses

1,398 industry practitioners attend short courses

35

Offer Industry masterclasses

-

The delivery format of Industry Masterclasses range from workshops to talks and Q&A session

· 3 Colour Grading Masterclasses were offered, with UK expert Kevin Shaw.

· 4 online Masterclasses were facilitated by the Indigenous Unit. Guests included: Screenwriter, director and alumnus Beck Cole; Writer, director and AFTRS alumni, Adrian Russell Wills; Actress, Shari Sebbens; and Radio broadcaster, sound artist and writer, Daniel Browning.

Desired Result

Key Activities

Performance Criterion 2019–20 Targets

Result Against Performance Criteria

36

4.4.1

Explore new frontiers of storytelling, technology and business model

Work with Industry to offer relevant training

Generate and run applied Innovation projects

Two industry research projects per year

Two industry research projects were undertaken

· In partnership with Audiocraft, AFTRS released Season 2 of Lumina, an industry-focused podcast, sharing insights on innovation in storytelling and technology. Season 2 is about the business of storytelling — how to thrive as a creative in Australia’s evolving economy

· Research project undertaking between MA Screenwriting and Grumpy Sailor. The research was undertaken on evolving development processes in Industry

37

4.4.2 Establish AFTRS as a hub for innovation, creativity and ideas

Run thought leadership events

10 thought leadership events and representations in industry forums and panels per year

29 thought leadership events and representations in industry forums and panels

· Thought leadership events included: 3 Make It Monthly/ACMI; 8 from 8 event; 10 Talks @ AFTRS; Emerging Gifted and X (EGX); In Conversation with Elder- in-Residence, Sonia Smallacombe; 4 Indigenous Masterclasses; ASPERA conference hosted by AFTRS; First Nations talk with Audible; and the Re:Frame event

· Representations included: Panel at AIDC (Richard Welch – Head, Documentary); 2 panels at Screen Producers Association (SPA) Screen Forever in November 2019; ADG Tasmania (Rowan Woods – Head, Directing); Multimedia presence at 2019 Commercial Radio Australia – Radio Alive Conference; Multimedia presence and delivery of online workshop at 2019 Community Broadcasting Association – Annual Conference; and AFTRS 2019 Radio Content Leadership and Management Conference

See also Appendix 9. Public Program

38

Conduct workshops and talks

-

AFTRS held a series of workshops and talks throughout the year including: 8 from 8; Black Talks; EGX; Make It! Monthly; Re:Frame; Short, Sharp and Immediately Useful; Talks @ AFTRS; and TV talks

· Preparations to participate in Vivid 2020 were underway, however, did not eventuate due to the COVID-19 pandemic and cancellation of the VIVID festival

See also Appendix 9. Public Programs

Desired Result

Key Activities

Performance Criterion 2019–20 Targets

Result Against Performance Criteria

39

5.1.1 Diversity supported across all school activities

Fulfil the AFTRS Diversity and Inclusion Action Plan

-

Diversity & Inclusion Action Plan has been implemented. Activities included:

· Installation of gender-neutral bathrooms;

· Lecture theatre recording software trialled for implementation;

· The rollout of flexible working policy;

· All roles advertised as job share/ fully flexible;

· Unconscious bias session delivered to all recruitment panels and decision-makers;· More accessible library shelving and displays;

· Relevant training rolled out to support understanding of diversity;

· Staff Census completed with 98% EEO data completion in Aurion system

40

Student diversity

see 4.1.1

41

AFTRS Staff composition includes:

3% Indigenous;

2% Indigenous

· The figure is down 0.5% from FY2018–19

· This reflects a slight decrease due to a vacancy in the Indigenous Unit. At the time of reporting, AFTRS was in the process of recruitment for a Director of First Nations and Outreach, and it is anticipated that this appointment will have a positive impact, with the community seeing AFTRS as a welcoming and safe space. Work to improve in this area includes:

– Every role advertised with the Koori Mail;

– Maintaining an ongoing relationship with Indigenous recruitment agencies;

– Unconscious bias session delivered to all recruitment panels and decision-maker

· In FY 2020–21, we aim to have an Indigenous staff member involved in recruitment panels

42

4% People living with disability;

3% People living with disability

· The figure is up 0.5% from FY2018–19

· This represents a YoY increase of 0.5%. Whilst this figure has increased from FY2018–19, the School has fallen short of its target. However, work to improve in this area includes:

– Clearer reasonable adjustments available via the online recruitment system;

– Unconscious bias session delivered to all recruitment panels and decision-makers;

– Maintaining an ongoing relationship with specialist recruitment agencies and the Australian Network on Disability

43

25% CALD; and

26% Culturally and linguistically Diverse (CALD)

· The School exceeded the target in FY2019–20 with an increase of 3% on the previous year’s results. Work to improve in this area included:

– Unconscious bias session delivered to all recruitment panels and decision-makers;

– Maintaining an ongoing relationship with specialist recruitment agencies

44

50% Women in leadership roles

48% Women in Leadership roles

· While the School did not meet the target, there was a 1% increase on the FY2018–19 reported figure. At the time of reporting, AFTRS was in the process of recruitment for some leadership roles due to staff movements. Work to improve in this area included:

– Unconscious bias session delivered to all recruitment panels and decision-makers;

– Women actively sought out for leadership and traditionally male-dominated roles;

– All recruitment panels have gender balance ensured

45

Conduct cultural awareness training

100% of cultural awareness training completed for relevant staff

71.74% of the relevant staff completed cultural competence training

· Figures are as at 30 June 2020

· New staff members have six months to complete all mandatory training modules, which accounts for the gap

46

Support Indigenous talent into Industry through the Indigenous Unit

-

The Indigenous Unit partnered with:

· NITV, South Australian Film Corporation (SAFC), and Screen Territory to support DAF Fellowship – providing courses for professional development for the inaugural fellow recipient

· CAAMA and Top End Aboriginal Bush Broadcasting Association (TEABBA) to provide Industry Certificate subsidies for professional development

· Screen Queensland to support regional Qld Indigenous creatives and practitioners attending First Nations Freelance Filmmakers workshop in Brisbane

· Screen Queensland to co-host Black Coffee networking event for Indigenous screen practitioners and those working with Indigenous content and storytellers

· Carriageworks’ Solid Ground Creative Arts Camp to deliver Intro to Cine workshop for 15 Indigenous High School students

The Indigenous Unit facilitated:

· Cinematography workshop at the Remote Indigenous Media Festival – focusing on professional development for Indigenous media practitioners

· See Run Black Talks + Indigenous Workshops (4.1.3)

See also Appendix 8. Industry Practitioners at AFTRS

47

Support good practice through the Screen Diversity and Inclusion Network

-

In November 2019, The Screen Diversity and Inclusion Network (SDIN), with the support of AFTRS, launched The Everyone Project at Screen Forever. The Everyone Project has been rolled out to all SDIN been the core project of the SDIN

· Since its launch, The Everyone Project tool has been rolled out to all SDIN member-funded productions. It is an easy-to-use web app that invites people working on current projects to self-identify against a set of characteristics to help benchmark and track the impact of work to diversify the talent and crews working in the screen industry

· The Everyone Project supports good practice, ensuring the Australian Screen Industry can identify and be responsive to issues and shortfalls with relation to diversity in the sector

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Desired Result

Key Activities

Performance Criterion 2019–20 Targets

Result Against Performance Criteria

48

5.2.1 Ensure an efficient and effective financially sustainable organisation

Implement a Business Development Plan

25% of AFTRS funding is made up of own-source revenue

26% of AFTRS funding is made up of own-source revenue

· The COVID-19 pandemic has impacted the School’s expected ability to substantively exceed the target

· In 2020, to further develop the AFTRS business development action plan, the School engaged a Business Development Manager, who will be supported by two Account Coordinators, to build sustainable alternative revenue streams that complement AFTRS’ core offering

49

Implement the Technology Plan and the Capital Expenditure Plan

-

The School reviewed and implemented its annual Technology Plan, and completed a rolling 5-Year CapEx Plan

· Key projects included: Mix Theatre, Avid S6 Audio Console upgrade; Recording Studio 3, Avid S3 Audio Console upgrade; TV Audio Control, Avid S4 Audio Console upgrade; Studios, LED lighting upgrade; Studio 1 and 2, Lighting console refresh; Sony FS5 camera kit fleet increased to 30 kits; Sound department microphone kit expansion; Video Post Online workstation refresh; Edit Suite Mac workstation refresh; Radio department NewsBoss upgrade; Show Radio ISDN link upgrade; Wireless HDMI deployment; and Lecture capture feasibility completed

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Desired Result

Key Activities

Performance Criterion 2019–20 Targets

Result Against Performance Criteria

50

5.3.1

Position AFTRS as a leading international centre of innovation in education for the screen and broadcast industries

Consolidate and build Alumni Program

Increase Alumni Program engagement by 30%

The School did not have a reliable mechanism to measure Alumni engagement with the program across the two periods. Throughout FY2019–20, the School has, however, significantly engaged with the AFTRS Alumni community

· The School facilitated an Alumni screenings program which also included Q&A sessions

· As guest speakers of the Talks @ AFTRS program, AFTRS students and Industry have the opportunity to explore and celebrate our Alumni successes through their creative and professional insights

· The School also connects with valuable Alumni skillsets and Industry knowledge by engaging Alumni to teach in Awards courses and Short Courses where appropriate

See also Appendix 9. Public Program

51

Build traffic through AFTRS website

-

The School increased its web traffic by 2% notwithstanding COVID-19 pandemic impacting the number of courses on offer at the School

52

50,000 views of AFTRS content across all platforms

AFTRS well exceeded the target of 50,000 views of AFTRS content across all platforms

· YouTube: 180,565 organic views

· Talks @ AFTRS: generated 4,201 views of over a 1-minute duration AFTRS Content partner, ABC iView: reported 168,043 plays

53

Enhanced stakeholder communication through improved Customer Relationship Management system functionality

-

This year due to lack of internal resource and expertise in Marketing Cloud, the School found it challenging to measure its direct marketing and stakeholder engagement

· Marketing Cloud training has been a focus to address the in-house expertise shortfall, and analytics is now in place to measure engagement via the platform for FY2020–21. Success will be measured by the number of subscribers, open rate, and click-through rate

· Further work and training have been undertaken to enhance the School’s utility of the CRM system to be able to have a more targeted marketing communication approach with customers