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INTERNATIONAL STUDENT RECRUITMENT: THE OMNI CHANNEL APPROACH TO ENTER A COMPLEX MARKET
Presenters: Michelangelo Balicco & Arianna Malavasi
MICHELANGELO BALICCOHead Office Università Cattolica del Sacro Cuore
Michelangelo.balicco@unicatt.it
ARIANNA MALAVASIAsia Regional Manager Università Cattolica del Sacro CuoreArianna.malavsi@unicatt.it
MIC & ARI
Presenters: Michelangelo Balicco & Arianna Malavasi
A r e a s t o c o v e01 02
03 04
05 06 OUR SUCCESFUL RECIPEENTER A COMPLEX MARKET
MY DISTRIBUTION CHANNEL APPROACH
WANTED PROFILE & VALUE PROPOSITIUON
Presenters: Michelangelo Balicco & Arianna Malavasi
MARKET PLACE ISCHANGING
MULTICHANNEL VS OMNICHANNEL
OUR CHALLENGES
Presenters: Michelangelo Balicco & Arianna Malavasi
NAME: NATALIA PEREZ AGE: 21/23 FAMILY INCOME: $35.000+ TYPE OF EDUCATION: Universidad
de La Sabana (private) MAJOR: DD UCSC and La Sabana -
Economics CHARACTERISTIC: openness, risk-
taking personality INTERESTS: travelling, sports,
outdoor activities NATIONALITY: Latin America
CATTOLICA INTAKE 2012
WANTED PROFILE 2012
Presenters: Michelangelo Balicco & Arianna Malavasi
WHAT DO YOU MEAN TO MY LIFE?
Presenters: Michelangelo Balicco & Arianna Malavasi
CATTOLICA is the accomplice that provides me with a different and unique experience where I can feel safe during my studies!
WANTED PROFILE 2014
Presenters: Michelangelo Balicco & Arianna Malavasi
CATTOLICA INTAKE 2014
NAME: Engin Sedat AGE: 21/25 FAMILY INCOME: $40.000+ TYPE OF EDUCATION: Hisar School
+ Sabanci (Istanbul) MAJOR: International Relations CHARACTERISTIC: openness, risk-
taking, personality, social-conscious, strong ethics…
INTERESTS: travelling, soft power, culture
NATIONALITY: Ghana
WHAT DO YOU MEAN TO MY LIFE?
WHAT DO YOU MEAN TO MY LIFE?
Presenters: Michelangelo Balicco & Arianna Malavasi
CATTOLICA is my gateway to the Mediterranean and the perfect location to explore Italy! I can study various subjects in English knowing that I won’t ever be alone.
WANTED PROFILE 2016
Presenters: Michelangelo Balicco & Arianna Malavasi
CATTOLICA INTAKE 2016
NAME: ROHINI DHENGE AGE: 23/25 FAMILY INCOME: $40.000+ TYPE OF EDUCATION:
Maharashtra College (Kolhapur) + Shivaji University (Kolhapur)
MAJOR: Agricultural and Food Economics
CHARACTERISTIC: openness, risk-taking personality, extroverted, ,
INTERESTS: environment, sustainability, food safety,
NATIONALITY: India
WHAT DO YOU MEAN TO MY LIFE?
WHAT DO YOU MEAN TO MY LIFE?
Presenters: Michelangelo Balicco & Arianna Malavasi
Cattolica is my stepping-stone to attain my aspiration to become a global citizen!
UNIVERISTA CATTOLICA DEL SACRO CUORE - 2016
OUR LIMBIC MAP
UNIVERISTA CATTOLICA DEL SACRO CUORE - 2014
UNIVERISTA CATTOLICA DEL SACRO CUORE - 2012
Presenters: Michelangelo Balicco & Arianna Malavasi
MY DISTRIBUTION CHANNEL APPROACH PRE - 2014
0
Presenters: Michelangelo Balicco & Arianna Malavasi
MY DISTRIBUTION CHANNEL APPROACH: EDUCATIONAL FAIRS
Do you feel that in the next five years traditional fairs will be under threat from alternative recruitment
channels? What changes - if any - do you feel you would need to make to traditional fairs?
“I think there is definitely a threat but the power of an in-person fair, the good ones, will hold its ground”
“The big, general all-target fairs will most probably disappear, the target-specific ones will be the popular ones...”
“That is why fairs should go from traditional fairs to ’smart fairs’”
Presenters: Michelangelo Balicco & Arianna Malavasi
MY DISTRIBUTION CHANNEL APPROACH: AGENTS
They represent over 800 universities worldwide and recruit thousands of students every year
Greater geographical reach Represent you locally Promote your university & courses permanently Arrange school/university visits Help you to focus on a key segment; UG, PG,
Study Abroad Have experience with your institution & national
education system. Should provide sound advice to the student Increasingly being referenced by students
Presenters: Michelangelo Balicco & Arianna Malavasi
MY DISTRIBUTION CHANNEL APPROACH: “SHORT HEAD APPROACH”
Education in Italy is a “difficult sale”
Talk to my potential students directly
Focus my energies on channels with high penetration
Learn more about my target audience to better segment markets
Rapidly position my programs
Generate emotions
OFF-LINE CHANNELS ARE MY FORTE!
Presenters: Michelangelo Balicco & Arianna Malavasi
FROM 2011 TO 2014…I WAS SHORT SIGHTED
Presenters: Michelangelo Balicco & Arianna Malavasi
THE MARKETPLACE IS CHANGING
Presenters: Michelangelo Balicco & Arianna Malavasi
NEW PLAYERS LEAD TO NEW APPROACHES
Change is a consequence of new technologies whichconnect students and new business models.
Student portals: from facilitator to protagonist
Presenters: Michelangelo Balicco & Arianna Malavasi
THE MARKETPLACE IS CHANGING
My NEW distribution channel approach – from 2015
Presenters: Michelangelo Balicco & Arianna Malavasi
My NEW distribution channel approach: a “long-tail approach”
Fairs and agents are slaves to PLACE
Fairs and agents are slaves to COSTS
Fairs and agents are slaves to SPACE
Fairs and agents are slaves to TIME
Fairs and agent are slaves to POPULAR PROGRAMS
MULTICHANNEL DISTRIBUTION MULTIPLIES THE OPPORTUNITIES FOR CONTACT WITH STUDENTS
Presenters: Michelangelo Balicco & Arianna Malavasi
A multichannel approach is a value creation approach
Multi-touch points
Larger recruitment opportunities
University awareness
More cost-effective in the long run
More frequent and interactive
engagement
My Portal Education
Fair
My Click & Mortar
Presenters: Michelangelo Balicco & Arianna Malavasi
NO!
OMNICHANNEL is not only abouta long-tail or multichannelapproach, but it is about all the channels working together and being experiential and catchy, able to generate a relational dimension with your target audience whatever touch pointsthey decided to use.
Presenters: Michelangelo Balicco & Arianna Malavasi
Have we implemented an OMNICHANNEL approach?
JULY 2015
Let's conquer China!Presenters: Michelangelo Balicco & Arianna Malavasi
Start with the right DIAGNOSIS
The diagnosis seeks for a holistic vision of the situation.
INTERNATIONAL CONTEXT
• DNA• Students• Programs• Competitors
Presenters: Michelangelo Balicco & Arianna Malavasi
Start with the right diagnosis: DNA
A complex ecosystem
Strong tradition
Contrary to head-on collision
Unique positioning
.
Presenters: Michelangelo Balicco & Arianna Malavasi
START WITH THE RIGHT DIAGNOSIS: STUDENTS
Students in Cattolica = a constantly growing curve
Private + Catholic = quality + service!
Presenters: Michelangelo Balicco & Arianna Malavasi
START WITH THE RIGHT DIAGNOSIS: PROGRAMMES
Heterogeneous approaches of different faculties lead to different decisions
Limited commercial approach
Presenters: Michelangelo Balicco & Arianna Malavasi
START WITH THE RIGHT DIAGNOSIS: COMPETITORS
In Italy we do not like to compete but students do!
Social networks
Increased international students mobility
Globalization
Less language barriers
Market size
Presenters: Michelangelo Balicco & Arianna Malavasi
Shall we go?
Presenters: Michelangelo Balicco & Arianna Malavasi
BUT …. “YOU HAVE TO”and 加油!
PRIVATE CATHOLIC & TRADITIONAL
NON ATTRACTIVE PROGRAMS
LOW RANKINGS
RUINED NATIONAL HE REPUTATION
RESEARCH POSITIVE
OUTCOMES
MARKETING ANALYSIS
We identify the right partner
We run a feasibility study
We try to highlight all the postives
We start designing differententry market models
There is a possible market in 3rd tiercities.
Demand for Italian-taught programs.
Growing number of small agenciesfocused on Non English-speakingcountries
Semester programs: potential?
We decided to open a REP OFFICE embedded in a partner agency
Presenters: Michelangelo Balicco & Arianna Malavasi
PROS CONS
A REP OFFICE INCUBATED IN AN AGENCY?!
marketing proximity
local language
existing know-how
agencies contact
brand awareness
no headhaches with local regulation
PENETRATION AND WEIGHTED COVERAGE
less contol
fully dependent
cultural differences
RISK OF CONFLICTS
Presenters: Michelangelo Balicco & Arianna Malavasi
THE SUCCESFUL RECIPE
Presenters: Michelangelo Balicco & Arianna Malavasi
FIND THE BEST REP !
Salary 10.000
Travel budget 7.000
Marketing budget 10.000
Benefits 3.000
Commissions 18%
Presenters: Michelangelo Balicco & Arianna Malavasi
MY TARGETS
PROGRAMS STATE OF THE ART 1° YEAR 2° YEAR 3° YEAR
DEGREE-SEEKINGUNDERGRADUATE 2 2-5 7-9 13-15
DEGREE-SEEKING GRADUATE 4 6-8 12-15 22-25
STUDY-ABROAD 6 8 12 15
SUMMER COURSES 0 4 8 12
Presenters: Michelangelo Balicco & Arianna Malavasi
1st YEAR PLANNING
Meeting all Italian key players in the market
Building a sub-agents network
Wechat and info material in Mandarin + info.china@unicatt.it
Visiting SOME partner institutions
Presenters: Michelangelo Balicco & Arianna Malavasi
1st YEAR IMPLEMENTING
Show our face around!
International fairs (CEE and
CIEET) and local fairs to
meet students and agents
Create 关系with the Italiancommunity in
China
Avoid the big 4 and focus on
2nd and 3rd tier cities
Organizeseminars in universities
and high schools
Presenters: Michelangelo Balicco & Arianna Malavasi
WANTED PROFILE 2016
Presenters: Michelangelo Balicco & Arianna Malavasi
CATTOLICA INTAKE 2016
NAME: ZHOU QIANRU AGE: 22 FAMILY INCOME: 300.000+
RMB/YEAR TYPE OF EDUCATION: Sichuan
International Studies University MAJOR: Italian Language and
Culture (Major) + Finance (Minor) CHARACTERISTIC: creative, going
against the flow INTERESTS: arts, food, fashion,
opera NATIONALITY: China
ALICE’S JOURNEY TO CATTOLICA
Upper-middle class family from 3rd tier city in China, Jiangsu province,
Wuxi
To work as event manager in a non-profit
arts organization
Family friend (“my uncle said…”) and professors
HER BACKGROUND HER DREAM HER ENDORSERS
SHE IS A TOP STUDENT AT HER HIGH SCHOOL
AND GETS ADMITTED TO A TOP UNIVERSITY IN
CHINA: SISU
SHE DECIDES TO MAJOR IN ITALIAN LANGUAGE AND CULTURE AND MINOR IN
FINANCE
SHE PARTICIPATES IN AN AGENT FAIR IN
CHONGQUING AND DECIDES TO GO ABROAD
FOR HER MASTER OF SCIENCE
SHE MAKES A WISH LIST OF 3 UNIVERSITIES SHE WOULD LIKE TO STUDY AT, AND ASKS HER PROFESSOR AND MR LIN FOR
ADVICE
SHE READS ALL INFO AVAILABLE ON WECHAT
PLATFORMS AND DECIDES TO EMAIL ALL OF THEM TO
GATHER FURTHER INFORMATION
2 OF THEM REPLY AND UNIVERSITÀ CATTOLICA
SENDS HER A LINK ”MEET OUR
REPRESENTATIVE IN YOUR COUNTRY”
SHE DECIDES TO ATTEND THE SEMINAR ORGANIZED
BY CATTOLICA IN CHONGQUING – ITALIAN
DAYS ON HIGHER EDUCATION
SHE MEETS ARIANNA AND GETS A DEEPER
UNDERSTANDING OF CATTOLICA, ITS
PROGRAMS AND STUDY ENVIRONMENT
SHE LIKES THE SCHOOL AND DISCUSSES WITH HER
FAMILY
SHE ASKS THE UNIVERSITY THE POSSIBILITY TO CONTACT A CHINESE
STUDENT ON CAMPUS AND THE FEEDBACK IS POSITIVE
SHE DECIDES TO CONFIRM HER PLACE AT CATTOLICA
IN MILAN
offlineonline
2nd YEAR PLANNING
Organizing ad hoc Cattolica events
Supporting sub–agents = priority
Wechat communication plan
New target: International Studies Universities
Presenters: Michelangelo Balicco & Arianna Malavasi
2nd YEAR IMPLEMENTING
Wine from food to meditation
product – meet the Italian expert Professor Poni.
Video of currentstudents
Ad hoc sub agent strategy
including webinars with all UC key offices
Designing ad hoc model to eachinternational
studies university
Presenters: Michelangelo Balicco & Arianna Malavasi
PhDs for Chinese Italian language professors
Alumni
Regular visits of UC faculty members.
Activities in Hong-Kong Taiwan.
Presenters: Michelangelo Balicco & Arianna Malavasi
3rd YEAR PLANNING
Part-time PhD in Italian language at
Cattolica
Study Medicine in a leading
The Cattolica Alumni
Shanghai chapter
Regular seminarsin chineseuniverisites
including Rectorand Vice Rector
offical visit
Presenters: Michelangelo Balicco & Arianna Malavasi
3rd YEAR IMPLEMENTING
OUR NUMBERS
PROGRAMS STATE OF THE ART
1° YEAR 2° YEAR 3° YEAR
DEGREE SEEKINGUNDERGRADUATE 2 4 7 9 + 9
DEGREE SEEKING GRADUATE 4 7 15 28
STUDY- ABROAD 6 15 38 59
SUMMER COURSES 0 4 6 5
Presenters: Michelangelo Balicco & Arianna Malavasi
Presenters: Michelangelo Balicco & Arianna Malavasi
PANTA REI
Presenters Michelangelo Balicco & Arianna Malavasi
KEY TAKEAWAYS
Focus on students’ needs
Do your homework regularly
The role of “trust” on channel management
Take some risk and do not be afraid to fail
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