Do You Want an App With That?

8/3/2019 Do You Want an App With That?

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Do you want an app with that?

Implications of technological

change for universities

Tim Winkler,

Twig Marketing

[email protected]

mailto:[email protected]




The 21st century’s biggest change (so far)

Of the 6.8 Billion + people in the world:

•78% have mobile phone subscriptions

(12.1% in 2000)

• 30% have internet subscriptions

(6.4% in 2000)

www.twigmarketing.com



Increase in global connectivity




Earth’s hottest technology

• 15 billion app downloads from Apple store in

3 years

• Analysts predict more smartphones than PCs

2012+

• Majority of internet and email traffic via

smartphone by 2015+




5 implications for unis

1. Mobile web presence is vital

2. Apps are part of your future

3. Channel evolution is the only constant,meaning:

4. Uni marketers must keep adapting

5. Time to take a closer look at studentpreferences




Twig MarketingCommunication

Survey

Communication prefs of 1,011 higher ed students



Daily media consumption - 2011

www.twigmarketing.com Source: Twig Marketing 2011



Major media consumption weekly - 2011

www.twigmarketing.com Source: Twig Marketing 2011




2 out of every

3 students read

printednewspaperseach week

3 out of every 4

students never useTwitter

9 out of every 10

students watch TV

and visit Facebook

each week



Just 0.9% of all studentssurveyed said Facebook

had ‘A lot of influence’ or

‘Extensive influence’ over

their choice of university




93% of those who had visited a university Facebook

page said it had had little or no influence on their choiceof university.


76% said university

Facebook pages provided

little or no information to

aid their course choice



62% of international students and 41% of

domestic students rated uni websites as

very/extremely influential




78% said Open Days were asignificant influence


Only 19% of

Internationals said Open

Days were not influential



36% said ads

had influencedtheir uni choice


No influence:

73% males

55% females



Brochures were a significant influence of university choice for the majority of current

students


Male students were twice as likely to

think brochures have no influence



46% of male students said talking to university staff

had been not at all influential, compared to 22.5%

of female students.

39% of domestic students said they were

not at all influenced by talking with uni staff,

compared to 23% of internationals.www.twigmarketing.com



The report card




One in three current

students felt they had

not found out all they

needed to know beforeenrolling, including:

47% of female

students

42% of international

students

Missing links




Value proposition

• 57% of international vs 69% domestic students

• 60% of UG vs 74% of PG

...felt valued by their institution




Overall insights




1. Don’t believe the Gen Y lie

• The generation that apparently ‘sees

through’ advertising says it is far moreinfluenced by advertising than Facebook

• The majority read newspapers frequently – attwice the rate attributed to their generation

• The web is king – but face-to-face interaction

is vital too• Brochures are in the back seat but still

essential




2. A degree is not a donut

• The mediums and messages that drive

consumer behaviour in other sectors don’t

always have relevance to higher education

• Strong internal brand building programs and

internal comms strategies are required to

equip and empower brand ambassadors –

particularly because of comms fragmentation




3. Size doesn’t always count

The quantity of time that future students

devote to a particular medium has no

correlation with the influence of that

medium on student’s course choices




It’s a complex, cluttered

marketing environment.

Do we need ...




Apps?

• Smartphones used by around 50% of

Australians by Dec 2011

• Many apps used by few people

• Biggest potential is in:

VIP engagement apps

Campus tours

Alumni apps

Parent apps




Brochures?

• Yes, we still need them. Students said

brochures remain essential reference tools.

• Biggest potential for change:

Engaging while also professional

Integrated with online content

Consistency and navigability never more important




Facebook?

• Not a strong tool for recruitment, but 93% of

students who use it weekly can’t be ‘wrong’.

• Biggest potential:

internal brand building

alumni connections

specific stakeholder group engagement




Further information

Tim Winkler - Twig Marketing

Ph: 0409 551 743

E: [email protected] W: www.twigmarketing.com


http://www.twigmarketing.com/

http://www.twigmarketing.com/


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Do You Want an App With That?