Copy toolkit

Talking to our community

Our tone of voice reflects our brand personality and your role as registered Learn Local providers. Communications should be clear, to the point and reflect a confident, respectful, intelligent, friendly and approachable character.

What’s our personality?

Committed, approachable, trusted, pathways focused, valued, credible, practical, supportive, helpful and familiar.

We are not:

Arrogant, snobby, condescending, patronising or pushy.

Tone of voice

When a learner comes through your door, it’s likely they are familiar with and trust your organisation’s brand, due to your standing in their local community. Because of this, your brand’s tone of voice is likely to speak with more of an emotive or softer tone. Learn Local in contrast speaks with a tone of voice that is outcomes focused.

When talking about a Learn Local course, we try to speak with the following tones to show authenticity and to draw a larger pool of learners to both your organisation and the Learn Local sector.

Clear

Our audience relies on us for support and information – everything we communicate should provide value and clarity. Avoid euphemisms, clichés, vague quantifiers, repetition, unnecessary detail, heavy punctuation and complicated constructions.

Think through what you want to say, plan a structure, then say it as simply as possible.

Accessible

Avoid jargon or explain it when you must use it. Use familiar, everyday words that learners will understand. We are approachable and speak with a positive, conversational tone. We are down-to-earth, but without being casual – we maintain a professional undertone.

Natural

Trust, integrity and transparency are key to building relationships in our community. Avoid pomposity. Write for an individual, not an audience; many may read a text, but they usually do so separately. Consider how your writing would sound if you read it aloud to a colleague.

Active and simple

Use the active rather than the passive voice. Let’s inspire our audience with positive and imaginative language. Cut out anything superfluous. Split text into small sections, using short words, sentences and paragraphs, and bullets and numbered points.

Who do we speak to and how do we do it?

One of our challenges is that we mean many different things to many different people.

Let’s start by looking at some of the audiences the Learn Local sector interacts with and then we can explore how we might tailor our communications to each to ensure clarity and consistency.

The key messages in this section can be used to help communicate the value of endorsed Learn Local courses and projects.

This has been created to support your existing messaging – we recognise that you understand how best to talk to your community and we encourage you to continue building this rapport by using the messaging that you have tried and tested.

Learners are Victorians above compulsory school attendance age (age 17, or people aged 15 to 17 who have been granted exemption from school attendance) seeking to build their educational capacity.

The Learn Local sector is committed to increasing participation in education by Victorians who haven’t had the same opportunities as others to access education, for a range of reasons.

This may include women, disengaged young people, early school leavers, CALD learners, those with disabilities and learners who are Aboriginal and Torres Strait Islander, vulnerable, low-skilled or unemployed.

How do we speak to our learners?

When talking about your Learn Local courses, always start with your organisation’s name and support your message with the Learn Local brand.

Suggested key messages

When talking to learners about Learn Local courses, you could say:

Learn Local courses are short courses that are offered at low or no cost to eligible adult Victorians. There is a wide range of courses including digital and computer skills, reading and writing, maths, communication, study skills, job skills, getting ready to go back to work and English language, as well as preparation for various industries such as aged care, food processing, health services and warehousing and distribution.

When talking to learners about the Learn Local offer, you could say:

Everyone is welcome at a Learn Local provider. We can help you improve your reading, writing, maths and English language skills. We can also help you learn how to search for a job, use a computer, or the internet.

Learn Local courses are flexible and can be tailored specifically to suit your needs and schedule. You can learn in a classroom or online, at the pace that you choose. Class sizes are often small, with training delivered by highly experienced professionals.

When talking to learners about flexible learning, you could say:

Learn Local courses are flexible. You can learn in a classroom or online, at the pace you choose.

When talking to learners about benefits, you could say:

There are many benefits to a Learn Local course. This includes making new friends, improving your communication, preparing for further learning at TAFE or University, getting a job, expanding your skills for your current job or even changing careers.

When talking to learners about funding, you could say:

Learn Local courses are government subsidised and are offered at low or no cost to eligible Victorian adults.

Avoid saying: Accredited, Learn Local organisation pre-accredited training, Learn Local network
These organisations are training providers that deliver accredited training.

The Learn Local sector builds Victorian adults’ confidence and skills to participate in and complete education and training.

Many students who complete a Learn Local course go on to further training. There is evidence these learners are more likely to complete an accredited course at a TAFE or other provider.

A Learn Local course can be undertaken prior to, alongside or at the completion of an accredited course.

How do we speak to TAFEs and RTOs?

When speaking to TAFEs and RTOs, we can use a more formal tone of voice.

Always refer to Learn Local courses in the first instance when talking about your offering.

If you need to go into more detail, you can refer to pre-accredited training to demonstrate a level of professionalism and credibility.

When talking about your Learn Local courses, start with your organisation’s name and support your message with the Learn Local brand.

Suggested key messages

When talking to TAFEs and RTOs about Learn Local providers, you could say:

Learn Local providers have a deep understanding of their local communities. They are connected to local relevant organisations and initiatives including TAFE institutes, local RTOs, economic development initiatives, businesses and government agencies focused on job creation.

When talking to TAFEs and RTOs about the Learn Local offer, you could say:

Learn Local providers are funded to deliver Learn Local courses for learners looking to improve their core skills such as reading, writing, numeracy and English language.

When talking to TAFEs and RTOs about quality assurance, you could say:

Learn Local courses are designed around a quality framework. Every Learn Local provider goes through a rigorous registration process managed by the Adult, Community and Further Education Board.

When talking to TAFEs and RTOs about benefits, you could say:

More than 30% of learners who undertake a Learn Local course continue on to accredited training at a TAFE or other provider.

Learn Local providers can also deliver short courses that can assist your students to complete their accredited training. Your students can undertake the short course alongside their accredited course giving them vital skills and a greater chance to succeed.

Greater awareness and engagement between the Learn Local sector and the TAFE sector will strengthen opportunities for both sectors, as well as for learners and communities.

When talking to TAFEs and RTOs about funding, you could say:

Learn Local courses are government subsidised and offered at low or no cost to eligible Victorian adults.

Avoid saying: Learn Local organisation, Learn Local network
These are small to medium sized businesses in relevant industries for the Learn Local sector such as health, community services, hospitality, tourism, retail and manufacturing.

Businesses will often look to registered Learn Local providers for staff professional development because of the specialised understanding of the local community.

How do we speak to local businesses?

When speaking to businesses and industry, we can use a more formal tone of voice.

Always refer to Learn Local courses in the first instance when talking about your offering.

If you need to go into more detail, you can refer to pre-accredited training to demonstrate a level of professionalism and credibility.

When we speak to businesses, keep in mind that while the learner’s outcome is still important, we need to emphasise first and foremost ‘what’s in it for the business’.

Always lead with your organisation’s name and support message with the Learn Local brand.

Suggested key messages

When talking to local businesses and industry about Learn Local courses, you could say:

Learn Local courses are short courses that are offered at low or no cost to eligible adult Victorians. There is a wide range of courses including digital and computer skills, reading and writing, maths, communication, study skills, job skills, getting ready to go back to work and English language, as well as preparation for various industries such as aged care, food processing, health services and warehousing and distribution.

When talking to local businesses and industry about the Learn Local offer, you could say:

Learn Local courses can be developed specifically to suit an employer’s needs, which means that businesses are only paying for the training modules they need. Experienced Learn Local trainers work with businesses to develop suitable training programs. Learn Local providers are flexible and can provide customised, high-quality training programs on and/or off workplace premises.

When talking to local businesses and industry about pathways and outcomes, you could say:

A partnership with a Learn Local provider in your area will set your company on a pathway to higher productivity. Employees gain skills to undertake their work more effectively and efficiently.

Avoid saying: Learn Local organisation, Learn Local network.
Organisations that assist Victorians to get the training they need to get a job such as Jobactive providers.

Key community organisations/groups Local community organisations such as local council, disability and health services, schools, kindergartens, libraries, multicultural groups and other registered Learn Local providers.

Employment agencies, such as Jobactive providers, often look to often look to the Learn Local sector to support their clients through training and skills programs.

They can act as a recruitment stream for your organisation, recommending learners who are likely to benefit from undertaking an endorsed Learn Local course.

How do we speak to employment agencies?

When speaking to employment agencies, we can use a more formal tone of voice to describe the Learn Local offering. Always refer to Learn Local courses in the first instance when talking about your offering. If you need to go into more detail, you can refer to pre-accredited training to demonstrate a level of professionalism and credibility.

When talking about your Learn Local courses, start with your organisation’s name and support your message with the Learn Local brand.

Suggested key messages

When talking to employment agencies about the Learn Local sector, you could say:

The Learn Local sector is a vital link in Victoria’s education and training system to help people gain the necessary skills to meet the state’s employment and jobs challenge.

Learn Local providers are funded to deliver courses for adult learners looking to improve their core skills such as reading, writing, numeracy and English language. They also help people improve the skills they need for the workplace, so they can more easily get a job.

When talking to employment agencies about the Learn Local offer, you could say:

The Learn Local sector offering is broad. Providers deliver flexible and government subsidised Learn Local courses, however some also deliver accredited training, VCE and VCAL and others are even registered schools.

When talking to employment agencies about benefits, you could say:

Many learners who undertake Learn Local courses to get a job successfully achieve that goal.

Learn Local courses can be tailored to suit the learners’ needs and are also offered at low or no cost to eligible Victorians.

When talking to employment agencies about pathways and outcomes, you could say:

Learn Local providers can assist your clients to get the training they need to get a job.

Avoid saying: Learn Local organisation, Learn Local network
Local community organisations such as local council, disability and health services, schools, kindergartens, libraries, multicultural groups and other registered Learn Local providers and local government seek to support our shared local learners through a variety of services.

How do we speak to community organisations?

When we speak to community organisations, it’s with the intent of collaboration or seeking support to improve marketing potential or better public visibility.

Always refer to Learn Local courses in the first instance when talking about your offering.

If you need to go into more detail, you can refer to pre-accredited training to demonstrate a level of professionalism and credibility.

When talking about your Learn Local courses, start with your organisation’s name and support your message with the Learn Local brand.

Suggested key messages

When talking to community organisations about the Learn Local sector, you could say:

The Learn Local sector provides Victorian adults with the opportunity to undertake further education and training in a community environment. Education and community are important functions of all Learn Local providers. When registering with the Adult, Community and Further Education Board, community organisations must provide evidence displaying their commitment to education and their local community.

When talking to community organisations about the Learn Local offer, you could say:

Learn Local providers deliver a range of quality endorsed and flexible Learn Local courses, providing opportunities for people to gain the skills and confidence to find work or continue their education.

When talking to community organisations about benefits, you could say:

Learn Local re-engages learners in a way that facilitates social inclusion and aligns Learn Local providers with Victoria’s broader Adult and Community Education sector, including neighbourhood houses and community-based organisations.

When talking to community organisations about Pathways and outcomes, you could say:

The primary objective of Learn Local is to provide pathways to further education or employment. Almost 60% of people that complete a Learn Local course go onto further education and training. Many people that complete a Learn Local course in order to get a job successfully achieve that goal.

Avoid saying: Learn Local organisation, ACFE funding, Learn Local network

Updated 5 July 2023