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.
Presentation by Andreas Schleicher Tackling the School Absenteeism Crisis 30 ...
Optimize and Integrate International Offline and Online Enrollment Marketing
1. Regions
V
and
VI
Indianapolis 2013
Optimize
and
Integrate
International
Offline
and
Online
Enrollment
Marketing
Lisa
Cynamon
Mayers,
Academic
Advisor
Charlie
Schwartz,
Associate
Director
2. Regions
V
and
VI
Indianapolis 2013
Digital
Marketing
Implementation
as
Part
of
A
Holistic
Enrollment
Strategy
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.
3. Regions
V
and
VI
Indianapolis 2013
While
it
may
seem
that
you
are
a@emp.ng
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.
4. Regions
V
and
VI
Indianapolis 2013
ü Product
development:
Do
you
have
content
that
is
unique
and
a@rac.ve?
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?
5. Regions
V
and
VI
Indianapolis 2013
Digital marketing requires
creativity, process and analytics.
We
op.mize
ac.vi.es
to
con.nuously
improve.
6. Regions
V
and
VI
Indianapolis 2013
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
7. Regions
V
and
VI
Indianapolis 2013
Original, creative content, brand building and recognition, and thoughtful
analytics will allow you to better reach this student, and others like him.
8. Regions
V
and
VI
Indianapolis 2013
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.
10. Regions
V
and
VI
Indianapolis 2013
These
were
the
universi.es
that
par.cularly
impressed
us
with
their
ability
to
recruit
Chinese
students.
11. Regions
V
and
VI
Indianapolis 2013
Exemplary
Institutions
Chinese Language
Documents
12. Regions
V
and
VI
Indianapolis 2013
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.
13. Regions
V
and
VI
Indianapolis 2013
Exemplary
Institutions
Chinese Language
Documents
15. UC Overview
The University
• 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.
15
16. UC Overview
Internationalization
• 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
16
21. Connect with Your Prospects
In Person
• 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??
21
22. Connect with Your Prospects
Digitally
• Keep
It
Simple,
Stupid!
mkblog.mk-magazine.com
22
23. Connect with Your Prospects
Digitally
• This
can
(also)
get
a
li@le
tricky…
-‐ KISS!
-‐ Keep
It
Simple,
Stupid!
-‐ Keys
-‐ Frequency
-‐ Message
-‐ Length…
TL;DR
pvx.wikia.com
allwelike.com
-‐ Tools
-‐
-‐
-‐
-‐
Mass
Emails
Incoming
Emails
Webinars
Skype/Hangouts
Calls
-‐ Social
Media?
23
25. Build Relationships
Curate and Connect
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.
25
26. Regions
V
and
VI
Indianapolis 2013
What
digital
marketing
activities
do
we
need?
There
isn’t
a
perfect,
magical
formula
for
all
ins.tu.ons
to
use.
There
are
many
building
blocks
to
success.
27. Regions
V
and
VI
Indianapolis 2013
Different
Platforms
Rule
in
Different
Countries
28. Regions
V
and
VI
Indianapolis 2013
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
29. “
Regions
V
and
VI
Indianapolis 2013
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.”
”
30. Regions
V
and
VI
Indianapolis 2013
University
Page
Example
• Need
to
coordinate
university
publishing
activities
•
Alumni
Relations
• Domestic
and
International
Admissions
• Career
services
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.
31. Regions
V
and
VI
Indianapolis 2013
Universities
are
Publishers
• Need
to
coordinate
university
publishing
activities
• How
to
manage
the
process
• More
and
more
tools
are
available
32. Regions
V
and
VI
Indianapolis 2013
Advanced
digital
marke.ng
allows
for:
Automa'on
Personaliza'on
Segmenta'on
33. Regions
V
and
VI
Indianapolis 2013
Lisa
Cynamon
Mayers
lisa@intead.com
Thank
You
www.intead.com
Charlie
Schwartz
schwarcs@ucmail.uc.edu
www.uc.edu