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Presented by Ross Holmes, Director - Online Products, ICEF
Marketing to Millennials: Best Practices for Student Recruitment Online
We’ll Talk About1 Who are Millennials
2
3
4
Millennial traits
What that means for business
Tools for better student recruitment online
Lead nurturing
5
1• Born between 1980 and 2000
• Digital natives
• Social and connected
• Diverse
• Influential
Who are Millennials?
“When we develop something at The Ritz-Carlton for our Millennial guests, our customers in other
demographics want it as well – almost before we’re done rolling it out for the millennials.”
- Herve Humler, President, Ritz-Carlton Hotels
1Who are Millennials?
2Millennial Traits: Impatient
70% self-identify as impatient
71% most important for a brand to
value the customer’s time
52% will abandon online purchases if
can’t find a quick answer
2Millennial Traits: Independent
• 70% expect a company website to include self service tools, such as a price calculator
• Embrace crowd-sourcing
• Brand ambassadors
2Millennial Traits: Get Personal
• Once a student makes contact, be personal
• Use your experience and data
• Be authentic
• Reply to online reviews
2Millennial Traits: Rebels with a Cause
• Engage in values-based buying
• 52% of 16-24s would describe themselves as a Global Citizen
• 39% of US Millennials said that they post reviews of brands or products
“Your brand is no longer what you tell consumers
it is, it's what consumers tell each
other that it is.”
– Scott D. Cook - Director, eBay
2Millennial Traits: Marketing Resistant
2Millennial Traits: Marketing Resistant
• 84% don’t trust traditional advertising
• 475 times more likely to die in a plane crash than click on a display ad
• 81% of 16-24s relate to brand campaigns more if they use ‘real’ people instead of celebrities or models
2Millennial Traits: Everywhere
• Multiple devices
• Early adopters
• Non-linear customer journey
3• Be transparent
• Show reviews
• Work closely with your students
• Key info easy to find and understand
• Work on all devices
• Nurture your leads
What does it mean for your business?
4Lead Nurturing
4Lead Nurturing
4Lead Nurturing
4Lead Nurturing: Email Marketing
Step 1 Campaign
Step 2 Landing page
or form
Step 3Thank you
page
Step 4Thank you
Step 5Personal
email or call
Step 6Automated emails until they convert
5• Web analytics: eg. Google Analytics
• CRM: eg. Hub Spot, Salesforce
• Marketing automation: eg. Act-On, Mailchimp
• Social Media management: eg. Hootsuite
• Integration
Tools: Student Recruitment Online
5• Independent
• Mobile first
• No subscription
• Geo-Targeted reviews
• Student reviews linked to social media
Tools: CourseFinders
5• Show your student reviews everywhere
• Automatically updates
• Geo-targeted
• Helps you get reviews
CourseFinders Review Tool
5• Mobile first - students tap their way to
an instant quote
• Accurate - and working for hundreds of schools
• Fast - menu driven and no data input
• Fully itemised - so students know exactly what the costs are
• Easily installed - wherever you want it.
Tools: CoursePricer
CourseFinders - Pay-as-you-go; min. €300
CourseFinders Review Tool - FREE
CoursePricer - €480 per year / €40 per month
ICEF Digital - Web design, UX audit, agent portals
How Can We Help?