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Better Marketing equals Better Recruitment. Linking London February 2011. Overview. Brief introduction A useful marketing model Examples in action Questions & discussion. A brief introduction …. 10 years experience in Marketing and Advertising at Euro RSCG - PowerPoint PPT Presentation
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Better Marketing equals Better Recruitment
Linking LondonFebruary 2011
Overview
Brief introduction
A useful marketing model
Examples in action
Questions & discussion
A brief introduction…
10 years experience in Marketing and Advertising at Euro RSCG
Worked with a range of mainly HE institutions
Hands-on role delivering strategies and campaigns
Introducing Euro RSCG Heist
Specialist Education Marketing agency
Work with apx. 150 universities and 7000 schools and colleges in UK
Part of Euro RSCG since 2000
A useful marketing model
Stage 1: Planning
Understand your target audience and your offer
Stage 1: Planning
Tools that can help: Insight from Course Feasibility study Existing research Commission market research Segmentation of market E-Listening
Stage 2 - Attraction
Budget!
Media planning tools
Stage 2 - Attraction
Creative approachBrandDesign ImageryColoursCopyMessagesFontsCreative Thinking
Stage 3 – Brand Experience
Converting interest
Traditional print items / brochure ware
Events (live / online)
Your website
Stage 4 - Relationship Management and Recruitment
Enquiry/Applicant Management
Self-selection strategies
“Keep warm strategies”
Recruitment Audits
Mystery Shopping
Acceptor and Decliner Surveys
Stage 5 - Engagement and Retention
Orientation/On-boarding strategies
Student satisfaction surveys
Alumni strategies
Stage 6 – Measurement and Analysis
ROI
Transparency of media campaigns
Creative execution measurement
Website analysis
Inform planning for next campaign
Summary
Questions & discussion
