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This presentation focuses on the importance of combining online and offline marketing strategies. It includes practical solutions on how to optimize and plan digital marketing strategies. It includes data from the two mystery shopper experiments conducted by Intead. The presentation also highlights the success of the University of Cincinnati in international recruitment.
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Lisa Cynamon Mayers, Academic Advisor Charlie Schwartz, Associate Director
Optimize and Integrate International Offline and Online Enrollment Marketing
Indianapolis 2013 Regions V and VI
Digital Marketing Implementation as Part of A Holistic Enrollment Strategy
Indianapolis 2013 Regions V and VI
Our agency, Interna.onal Educa.on Advantage, works with clients to develop a holis.c strategy to recruit and enroll interna.onal students. We use digital tools to build rela.onships from a distance.
Indianapolis 2013 Regions V and VI
While it may seem that you are [email protected] to recruit this vast group of students, you are actually targe.ng specific students, like this young man. Your digital plaCorm helps you tell the world what you are really good at – which is what differen.a.on is all about. Explaining why you are be@er than others at something. Explaining why students should choose you.
Indianapolis 2013 Regions V and VI
ü Product development: Do you have content that is unique and [email protected]?
ü Delivery Method: Can you produce and disseminate the content yourself or do you need help?
ü Analy.cs: Will you use analy.cs to con.nually improve your offering?
Indianapolis 2013 Regions V and VI
Digital marketing requires creativity, process and analytics.
We op.mize ac.vi.es to con.nuously improve.
The Source of Our Headaches: The Proliferation of Marketing Channels
• Challenge of managing multiple digital channels in various countries
• Your Website is the foundation upon which you build
• Deploy your digital marketing direct marketing skills & your creative skills
• Segmentation is powerful (regional, demographics, psychographic)
• Relevant, engaging, authentic content
Indianapolis 2013 Regions V and VI
Indianapolis 2013 Regions V and VI
Original, creative content, brand building and recognition, and thoughtful analytics will allow you to better reach this student, and others like him.
Indianapolis 2013 Regions V and VI
Fall 2013:We sent an email inquiry to 60 US, Canadian and Australian universi.es reques.ng informa.on as a prospec.ve Chinese student. The response (or lack there of) was surprising.
Indianapolis 2013 Regions V and VI
Indianapolis 2013 Regions V and VI
These were the universi.es that par.cularly impressed us with their ability to recruit Chinese students.
Chinese Language Documents
Exemplary Institutions
Indianapolis 2013 Regions V and VI
Indianapolis 2013 Regions V and VI
Spring 2013:We sent an email inquiry to 30+ US, Canadian and Australian universi.es reques.ng informa.on as a prospec.ve Chinese student. The response (or lack there of) was surprising.
Exemplary Institutions
Indianapolis 2013 Regions V and VI
Chinese Language Documents
14
University of Cincinnati Charlie Schwartz, Associate Director
15
• Students • 42,000 students
• 2,900 interna.onal • Predominately Ohio students
• Rankings • Top 25 Public Research University
• Experien.al Learning • Programs • 300 undergrad programs and 200 grad programs
• Design, Engineering, Business, Health Sciences, etc.
UC Overview The University
16
• Goals • Current 6% interna.onal
• Goal 8% interna.onal
• University Investment • Increased staffing
• 4 Overseas Staff • Scholarship
• $1.2 million awarded • ELS Center • Agent Model
• International Undergrads • 2007 250 • 2013 1,053
UC Overview Internationalization
17
Find Your Prospects
Source: photosundari.wordpress.com
18
In Person • Travel -‐ Overseas
-‐ Tours -‐ Independent -‐ Group
-‐ Domes.c -‐ Community Colleges -‐ Boarding Schools -‐ English Language Schools -‐ 4-‐year Only Ins.tu.ons
(grad) -‐ Faculty/Staff/Students
-‐ Travel Grants -‐ Study Abroad -‐ Interna.onal Faculty
• Print Materials -‐ Lots of vendors -‐ Handouts -‐ Mail??
Find Your Prospects
19
-‐ Name Buys -‐ SAT -‐ ACT -‐ TOEFL -‐ Others?
-‐ Virtual College Fairs -‐ Hobsons -‐ College Week Live -‐ Educa.onUSA
-‐ Adver.sing -‐ Google Ads -‐ Third-‐party sites
Digitally Find Your Prospects
20
Connect with Your Prospects
Source: pokernave.com
21
• This can get a li@le tricky…
-‐ Travel -‐ Really? -‐ How much is too much?
-‐ In-‐Country Representa.on -‐ In-‐country staff -‐ Agents -‐ Educa.onUSA -‐ Counselors
-‐ Anything else??
In Person Connect with Your Prospects
22
• Keep It Simple, Stupid! Digitally
Connect with Your Prospects
mkblog.mk-magazine.com
23
• This can (also) get a li@le tricky…
-‐ KISS! -‐ Keep It Simple, Stupid!
-‐ Keys -‐ Frequency -‐ Message -‐ Length… TL;DR
-‐ Tools -‐ Mass Emails -‐ Incoming Emails -‐ Webinars -‐ Skype/Hangouts Calls
-‐ Social Media?
Digitally Connect with Your Prospects
pvx.wikia.com allwelike.com
24
Build Relationships
25
• Digital is a tool -‐ Find people -‐ Connect with people -‐ Build rela.onships with people
-‐ Help people
• No one wants to talk to you!
• They want to talk to … -‐ Current Students -‐ Alumni -‐ Professors -‐ Parents -‐ Coaches -‐ Business Execs.
Curate and Connect Build Relationships
What digital marketing activities do we need?
Indianapolis 2013 Regions V and VI
There isn’t a perfect, magical formula for all ins.tu.ons to use. There are many building blocks to success.
Different Platforms Rule in Different Countries
Indianapolis 2013 Regions V and VI
LinkedIn is A (neglected) Social Network • > 200 million worldwide users • Large penetration among
professional • Your Alumni (domestically and
internationally) • Parents • Students will be coming soon….
E-‐book available on www.intead.com
Indianapolis 2013 Regions V and VI
Latest News as of September 12th • Linked In is focusing on universities and students • Launch of University Pages
“We believe University Pages will be especially valuable for students making their first, big decision about where to attend college. Therefore, beginning on September 12, we will be making LinkedIn available to high school students* who can use LinkedIn to explore schools worldwide, greatly expand their understanding of the careers available, and get a head start on building a network for family and friends to help guide them at every milestone.” “ ”
Indianapolis 2013 Regions V and VI
University Page Example • Need to coordinate university
publishing activities
• Alumni Relations
• Domestic and International Admissions
• Career services
Indianapolis 2013 Regions V and VI
We will have to see the effect LinkedIn University Pages will have on interna.onal student recruitment. This is a good example of new tools con.nually entering the market.
Universities are Publishers • Need to coordinate
university publishing activities
• How to manage the process
• More and more tools are available
Indianapolis 2013 Regions V and VI
Indianapolis 2013 Regions V and VI
Advanced digital marke.ng allows for: Automa'on Personaliza'on Segmenta'on
Charlie Schwartz [email protected]
www.uc.edu
Thank You
Lisa Cynamon Mayers
www.intead.com
Indianapolis 2013 Regions V and VI