Kelvin Ward – Digital Marketing Manager Laura Le Bon – Marketing Communications Manager Hobsons London, UK | February 2017

1. To p t i p s f o r a s u c c e s s f u l i n t e r n a t i o n a l
d i g i t a l c a m p a i g n i n 2 0 1 7
Kelvin Ward – Digital Marketing Manager
Laura Le Bon – Marketing Communications Manager
Hobsons
London, UK | February 2017

2. # H U E M E A 1 7
We work with you to transform and future-proof the way you market, acquire, engage, convert and
retain students through data-driven decision-making processes.
Hobsons

3. 1
2
3
4
5
6
Setting KPI’s
Content
Understanding your audience
Segmentation
Innovation
Automation
What we will cover
7 Reporting
8 Summary

4. 1. Setting KPI’s

5. # H U E M E A 1 7
Agree objectives upfront
• 95% of leading marketers agree that "to truly
matter, marketing analytics' KPIs must be tied
to broader business goals.“
• Validity – ‘We have some spare budget and we
need to use it or we will lose it’
• Use google analytics goal setting model for
digital campaign's
• Agree resource and set campaign governance

6. 2. Understanding your
audience

7. # H U E M E A 1 7
Gen Z
• Deliver the message fast - Goldfish have
longer attention span than Gen Z - 6-8
seconds
• 74% of video value delivered in first 10
seconds
• Build relationships and meaningful
interaction – ‘Return on Interaction Model’

8. # H U E M E A 1 7
Choose the right channel
• Mobile first
• Video will account for 80% of all internet
traffic by 2019
• Keep up with in-country trends

9. # H U E M E A 1 7
Dedicated approach
• No.1 market but lack of marketing
investment
• Digital landscape moves quickly – WeChat
expanding
• Marketing opportunities

10. # H U E M E A 1 7
You cannot assume
• That the same marketing approach and
keywords are going to be used in each
location
• There will be a similar level of popularity for
the same marketing approach
• That your base language will be the most
popular – think influencers too

11. # H U E M E A 1 7
Design for no sound
• 41% of video ads deemed
meaningless without sound
• Captioning increases average
view time by 12%
• Translate when relevant

12. 3. Segmentation

13. # H U E M E A 1 7
International Student Survey and Lead Scoring
• Conduct regular research
• Get feedback from your current international
students
• Download the ISS report
• Identify common traits
• Current and emerging markets
• Lead scoring provides better targeting
opportunities by helping identify hotter
prospects within your database
• Set criteria and assign points
• Results can help identify emerging markets
• Those students with a higher score should
be targeted

14. # H U E M E A 1 7
Image and short description option
Drag or drop your photograph here

15. 4. Content

16. # H U E M E A 1 7
Effective content and A/B testing
1. Subject lines – personalisation, buzzwords, length, punctuation
2. Content – buttons vs links, videos vs no videos, length of communication, paragraphs vs bullet
points
3. Best day for sending
4. Dynamic Content

17. Top Tips:
• Make call to actions
clear
• Use P.S. in your
communications
• A/B test your subject
lines
• Use buttons instead of
links

18. 5. Automation

19. # H U E M E A 1 7
Nurture Programmes
• Allows you to create conversations with students who would otherwise be disengaged
• Responds to student behaviours when a student has performed a desired action within a
template
• Keeps the university at the forefront of the students mind
• Stops sending communications when they are no longer valid (student has declined offer)
• Frees up resource to work on other projects
• Increases open and click through rates
• Improves conversion

20. # H U E M E A 1 7
Nurture Programmes

21. # H U E M E A 1 7
Nurture Results
88%
56%
68%
50%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Self Qualified Potential Unqualified
Conversion MO to Enrolment %

22. 6. Innovation

23. # H U E M E A 1 7
Using data to innovate

24. # H U E M E A 1 7
Campaign management – use digital tools
• Campaign management – Trello
• SEO – The MozBar extension
• Analytics – In page by Google
• Content - Grammarly.com

25. 7. Reporting

26. “As we look to the future, the challenges are not so much about
acquiring tools as they are about unlocking their full potential—and
uncovering useful insights.”

27. # H U E M E A 1 7
Make data useful
• Take Inventory
• Organise your data
• Share a story

28. # H U E M E A 1 7
Customisation
• Pull Data from Tons of Sources
• Add Pictures, Text and Change Colours
• Share, Share, Share

29. 8. Summary

30. 1
2
3
4
6
7
Video captions as standard
Agree objectives upfront
Deliver your messages quickly Adopt a new digital tool
Deliver content based on behaviour
Key takeaways
8 Map your data
9
Remain Agile – Digital moves quickly5 10
Use feedback polls
Ensure content is market specific
Make data meaningful

31. Questions?
Kelvin Ward – kelvin.ward@hobsons.com @kelvinjward
Laura Le Bon – laura.lebon@hobsons.com