Foreword

From conception to reality, LTT has been passion and purpose-led for over 15 years. Ultimately, our brand is a reflection of our people, who infuse the company with energy and optimism, working to create opportunities for our students and partners.

Consequently, our brand has evolved to be a mix of the creative and professional, mixing flexibility with reliability, expertise with innovation. Through our palette of blues, laboratory-inspired logo, and visually undemanding design principles, we create brand cohesion and recognition.

This guide exists to illustrate how LTT's brand comes to life. Our branding is tied to our reputation - it helps to communicate our values, and reinforce what we stand for and how we operate. It has been an honour for me to serve and lead LTT; I am immensely proud of our brand and our people, and grateful for the unique contributions offered by every member of the team. My hope is that every LTT employee takes pride in our company and our brand as we continue to learn, adapt, and improve.

- Simon Gazia, CEO & Founder

Our mission

To deliver real learning for our students, commercial value for our clients, and expert guidance for industry.

Our vision

Industry best in laboratory and pathology collection training.

Our tagline

Empowering people to perform.

Our Unique Selling Proposition (USP)

LTT is the national leader in laboratory and pathology collection training. We set the standard in education quality, industry relevance and compliance. We support students to fulfill their career goals. For organisations, we are a trusted partner that adds value to workforce development objectives whilst supporting commercial outcomes.

Every interaction with a stakeholder is a chance to elevate and protect LTT's brand - whether they are a current or prospective student, workplace supervisor, supplier, or colleague. Customer service is an essential part of our brand and we are taking action to further strengthen our capabilities in this area.

Our team:

• Responds quickly - we aim for a 2 business day turnaround on all enquiries and applications for enrolment)

• Wants to help - whether in person, on the phone, or via email, our team can be relied on to be polite, friendly, helpful, and always professional

• Are human - we make use of templates and automation to enhance our communications, but person-to-person interaction remains at the heart of our commitment to customer service

• Answer questions - we don't provide generic information in response to a specific query, our team address any questions raised and answer them thoroughly, thoughtfully, and accurately

• Check the details - whether it's spelling, grammar, client details, or the relevancy of the message, our team triple check information before providing it to a stakeholder

• Track interactions - we can't provide effective customer service if we don't know what's already been said, our team record their calls, emails, and face-to-face interactions with our stakeholders

POLICY

The purpose of LTT's marketing policy is to ensure our marketing is accurate, clear, and managed ethically and effectively, allowing students and clients to make an informed choice prior to enrolment. It covers the following main points:

• LTT is solely responsible for all advertising, marketing and recruitment done on its behalf – regardless of the channel or method used.

• LTT must honour all commitments made in its marketing.

• LTT is subject to all relevant consumer protection law that applies in any jurisdiction where it operates.

• LTT’s marketing must comply with the Australian Government’s Australian Skills and Quality Authority (ASQA) Standards for Registered Training Organisations (RTOs) 2015, including meeting the requirements stipulated in Clause 4.1.

• LTT’s marketing must meet certain additional requirements as specified by the relevant regulatory authority for any applicable government funding program (including any acknowledgement of government funding as required under the specific training initiative).

• LTT must comply with the Spam Act 2003.

• LTT representatives who make unsolicited contact with potential students (i.e., where an enquiry has not been received from a prospective student – e.g., ‘cold calls’ made by the business development team) in order to sell them course services must comply with the Do Not Call Register Act 2006 and associated telemarketing standards, including the Telecommunications (Telemarketing and Research Calls) Industry Standard 2017.

Please refer to the full policy for details and ASQA's marketing fact sheet.

Process

1. Review or request | Updates of existing material are completed according to review dates recorded in the marketing register. Requests for new material or campaigns can be sent to marketing@ltt.edu.au.

2. Create & confirm | Draft material is reviewed in liaison with internal staff or third parties as required. Once finalised, a marketing check is completed online via surveymonkey.com/r/lttmarketingcheck to confirm compliance.

3. Record & release | The marketing register is updated when new or updated material is published or otherwise made available. The completed check is saved alongside a copy of the marketing material, the original request (if applicable), any evidence of consent (if applicable, e.g., for testimonials), and any other related information or evidence that may be relevant to an audit.

4. Audit | Quality conduct regular internal audits.

5. Communicate | Updates and statistics are shared via a quarterly company-wide report.

Paid

• Search engine marketing (SEM): Google Ads

• Social media marketing: Facebook / Instagram Ads + LinkedIn, typically optimised for lead generation (vs. e.g., website conversions)

Organic

• Course page: Via Squarespace, featuring flyer, online application & enquiry form

• Email templates: Used for individual responses & electronic direct mail (EDM), shared via online enrolment portal + combined customer relationship management (CRM) & marketing automation software

• Banners: Email signature blocks may reflect seasonal campaigns

• Search engine optimisation (SEO): Managed in-house using white-hat (transparent & valid) strategies to improve organic search results, tracked via Google Analytics

• Social channels: Activity scheduled using a third-party tool to share content regularly

There are two ways to use colour in design: contrast and harmony. Contrast is based on difference, whereas harmony is based on likeness. Designs that use hues adjacent to each other on the colour wheel produce a pleasing harmony. Contrast is achieved by using complementary colours (opposites on the colour wheel) to produce striking, lively results.

Accessibility

We check contrast to ensure adherence with the Web Content Accessibility Guidelines (WCAG), which are a series of recommendations for making the web more accessible. Regarding colours, the standard defines two levels of contrast ratio: AA (minimum contrast) and AAA (enhanced contrast).The level AA requires a contrast ratio of at least 4.5:1 for normal text and 3:1 for large text (at least 18pt) or bold text. The level AAA requires a contrast ratio of at least 7:1 for normal text and 4.5:1 for large text or bold text.

Our marketing and corporate processes support two separate entities:

LTT Group Pty Ltd (RTO 51621)
Labtech Training Victoria Pty Ltd (RTO 22545)

• Both organisations are referred to as LTT.

• The abbreviation LTTV is occasionally used internally (to distinguish our Victorian company from the national arm of the business).

• LTT is used as a collective reference where a communication concerns both RTOs.

• Formal communications should always include the full legal name and RTO code of the relevant institution. These details often appear in the footer of a document or email. In written statements and agreements, it is helpful to use the complete legal name in the first instance, followed by the acronym "LTT" in brackets (subsequent references to the company can then be made to LTT, rather than the longer legal name). The RTO code must also be included.

  e.g., LTT Group Pty Ltd (LTT), RTO 51621, in partnership with... Since 2005, LTT has...

  e.g., Labtech Training Victoria Pty Ltd (LTT), RTO 22545, is pleased to present... LTT offers ...

Common naming errors to avoid

• Labtech Training Pty Ltd (missing ‘Victoria’)

• LTT Group (missing ‘Pty Ltd’)

• LabTech Training Victoria Pty Ltd (the 't' in 'Labtech' should be in lowercase)

• Leading Technical Training (an outdated tagline)

Both LTT Group Pty Ltd (RTO 51621) and Labtech Training Victoria Pty Ltd (RTO 22545) use the same logo.

Nationally Recognised Training (NRT)

The NRT logo is a distinguishable mark of quality for promoting and certifying national vocational education and training leading to Australian Qualifications Framework (AQF) qualifications or Statements of Attainment. Use of the NRT logo is only permitted where there is a direct relationship to an accredited AQF aligned course, Training Package qualification or a course meeting the requirements of the AQTF. View guidelines here.

Real skills for real careers (RSfrc)

Where space allows (and appropriate to the design), we use the RSFRC logo on marketing collateral designed for our B2C (non-workplace) audience. The logo is made available by the Australian Government's Department of Education and Training and is designed to highlight the VET sector's close ties with industry and outstanding employment prospects, aiming to position VET as a first choice study option. The RSFRC logo is available in six colours in addition to black and white. We typically use the RSFRC logo in blue to maintain consistency with LTT's colour scheme. The RSFRC logo is used in compliance with the style guide.

Funding logos

Hierarchy of visual elements specified by government funding authorities always overrule LTT's guidelines.

partnerships

When we partner with a third party, we may use a co-branded logo. It’s made up of three elements, arranged from left to right: the LTT logo, a dividing line in brand colours, and the third-party logo. The logos should appear equal in size. Where multiple supporting logos are used, the dividing line is not required.

• Always ask permission before taking someone's photo (students provide marketing consent within their enrolment paperwork, however this can be withdrawn at any time - and it's always polite to ask!) Any requests for removal will be actioned immediately by the marketing team.

• Seek written confirmation from a client to share photos taken on their premises, or featuring their staff, and forward to marketing@ltt.edu.au along with the images.

• Ensure any photos show appropriate personal protective equipment (PPE) being used - this varies depending on region, but at a minimum, participants in laboratory and clinical settings should be photographed wearing gloves .

• Double check the background of the photo to make sure it is tidy and free of sensitive material and anyone not relevant to the composition of the photo.