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ICEF North America Workshop
Miami December 2013
www.intead.com
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ICEF North America
Workshop
Toronto May 2013
www.intead.com
17 November 2011
Presented at
North America Workshop
December 2013
Miami
Ben Waxman, Intead
Michael Waxman-Lenz, Intead
Academic Recruiting
Implementing Integrated Digital Marketing

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This Afternoon’s Discussion
Digital marketing implementation as part of a holistic strategy
 What do you mean by holistic?
• We all feel like we could be doing better with
digital.
 Why do we think what we think?
• Digital really is important. Here’s why.
 How do we implement?
• An analysis of the platform and channel options
and how to use them
NOTES: Intead creates and implements digital
tools to attract, recruit, orient and retain
international students. The implementation options
we will discuss seek to create a holistic strategy to
recruit and enroll international students. We use
digital tools to build relationships from a distance.
The ideas we will address today:
-Digital Marketing is critical
-The number of Channels is multiplying rapidly
-International is even more complex than domestic
-To succeed, a systematic approach to
implementation wins the day.
Social Media – a qualitative difference for the
interaction between consumers and organization.
Important to keep in mind that social media is just
one part of a comprehensive digital marketing
strategy. Today we will look at a number of
elements of what a comprehensive approach might
include.
Basically – we want to look at your entire digital
platform (or footprint) and how you can integrate
social media into that platform to increase your
footprint. Let me explain what this means…

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Holistic Strategy for Student Recruiting
NOTES: Digital marketing and offline marketing need to feed each other. They both create
great content and leads to help you succeed with this holistic approach.
Your digital platform includes your website and so much more. It includes:
How you distribute mass (and individual) emails
How you distribute promotional content (videos, social media posts, ads, really, just about
anything that let’s the world know how good you are at what you do)
And here’s an important and often overlooked part. Your platform includes how you track
and analyze the results. Everything digital is trackable. This is a huge advantage in the
world of marketing.

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Why we think
what we think.
NOTES: So, you might ask, why is digital so very important? Most of you already know the answer.
This stuff is important and there are some large forces at work that we want to review before we dive into the implementation processes you can use.
So here’s the spoiler alert about this next section of our presentation:
• Marketing it all about knowing your audience -- >Look at user behavior
• Digital is everywhere
• Mobile usage  real implementation consequences “responsive design”
• Social Media  real consequences for your work and for marketing needs
• Proliferation of platforms
• Content creation is a challenge
• Users want on demand information
• Marketing automation will keep you in touch and attractive
• Marketing personalization and segmentation is possible even with automation
• Analytics are hard to master, HOWEVER, they help you improve – we think they are the real answer to beating the competition.
• With implementation you will want to address the tactics that really affect your visibility to students on digital platforms.
-Mobile
-SEO
-Paid Search

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Miami December 2013
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Source: We Are Social, 2011
In Millions
NOTES: Everyone we are after – everyone we
want to recruit – is online.
The regions around the world look dwarfed in this
chart because of the 3 Billion people in Asia
(China + India) who are using mobile devices.
However, the entire world is now wired.

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Social Media is a Global Phenomenon
60 – 85% of those with social media profiles
log onto their social media platforms
EVERY DAY
NOTES: Social media use is GLOBAL. There are
more Facebook and Twitter users outside of North
America than inside North America.

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Desktop vs. Mobile Access INDIA
Source: Kleiner Perkin Caufield
& Byers, December 2012

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Different platforms rule in different countries
India South Korea China Japan
Global sites preferred
Local social networking & video
sites dominate
Local search engines and SM
networks dominate space
Not very social;
Mobile dominates
Source: Web search, 2011; College Board internal analysis
NOTES: There are a lot of different channels to consider with each country. With YouTube blocked in China, YouKu has 26M visitors daily. Hard to
ignore. And with these platform tools we have been discussing, you are able to manage the proliferation of social media channels. You are able to
produce large content publishing efforts and automate very granular responses to students using specific channels. Using analytics, you are able to
see which of these efforts pay off over time. You are able to hone your activity and your budget expense.

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Who is
evaluating us?

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What the Digital Audits Tell Us
NOTES: So we know that students are searching for options online and using mobile devices.
And we know we need to reach them where they are – in the digital world, as well as in the
physical world. But they are actively looking for you before you will ever meet them.
Before you are ever in touch with them, purchase their name from a lead generator, meet them at
a student fair, or they get in touch with an agent, they are searching on line and sharing what they
find with friends. It is important to know how you appear to them when they conduct these
searches.
Conducting a digital audit provides a clearer picture of what students see when they look at you.
With our Digital Audit (details on our website) we look at and report on load times and social
media hits on major social media channels, search results on major search engines. We list which
agencies mention the institutions and provide screen shots of many school relevant web pages.
And we provide detailed recommendations in each audit report.

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Miami December 2013
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For the
Academic Institutions
in the Room
Win a Free Digital Audit
We will draw a card from the bag
at the end of our presentation

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NOTES: We know your colleagues are struggling with all of this. We know many, if not most, do not have the systems in place to manage the communication
channels that we need. How do we know that? Well…We created a small experiment which is very common in the retail industry -- Mystery shopper – to find out
what the student experience is when reaching out to schools. We had one of our Chinese employees contact 30 institutions across the world U.S, Australia, and
Canada. We tracked, and monitored the responses.
First of all, we apologize for creating additional work, but it’s very instructive to see the results. So, here’s the good news, sort of: 54% responded with a very
personalized appropriate response within 24 hours.
13% responded within 2 business days – still reasonable, but could be better.
10% responded within 1 month – we’re not sure why they bothered.
23% did not respond at all.

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NOTES: So we have all these students we are interested in attracting. What do we know about them. And what if we really want to know something about THIS
GUY as a stand out from the crowd?
How can we do that? We will get there, but first we have a few things we need to talk about.

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It’s about
process and creativity
NOTES: Michael Porter, Harvard Profession – there are ONLY two ways to have a competitive advantage Price or Specialization
-- Our world is not THAT black and white, but this thinking makes the point.
The Marketing Channels we are discussing require tactical technology execution.

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NOTES: They require skill sets and processes
to use the tools available.
Yet, these processes don’t work without VALUED
CONTENT. This is where the idea of Branding
comes into the picture. Branding = Differentiation
Once you have the systems and tools in place, you
feed into those systems the ideas that make you
different. You can create content that will appeal to
the type of student that really fits in your institution.
With digital marketing, it’s all about the content.

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NOTES: Recruiting and marketing are HARD
WORK. Personality and Process are equal parts.
Digital marketing requires creativity, process and
analytics. The analytics allow us to OPTIMIZE
ACTIVITIES to get better and better and better.
We want to talk about Digital marketing
implementation as part of a holistic strategy.
This workshop is about integrated – digital –
marketing –
Let’s Define this more clearly

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 Your website is the foundation upon which you build
 Everything you do drives traffic to your website.
 Your website captures visitor leads
The Source of Our Headaches:
The Proliferation of Marketing Channels
NOTES: We’ve got to get a handle on how to manage, distribute, publish and evaluate all these channels. Let’s get some perspective on how we got here.
In 1992, 20 years ago, we had print and personal visits. We ran ads and visited high schools and college fairs. By 1995 we were asking, “Do we REALLY need to
have a website?”
Today, we don’t print ANYTHING that doesn’t have our website on it. And that website has become the primary source of information for students researching
international university options. A recent i-Graduate report identifies the key influences for students making decisions about where to study: friends (47%); parents
(38%); and your website (23%).
And where are those friends getting and sharing information? On social media.
And so our marketing channels now include:
-Email marketing
-SEO
-PPC
-Mobile accessibility
-Social media
It took us about 10 years to incorporate our website into EVERYTHING we do in our recruiting and marketing efforts. Over the next 10 years we will incorporate
social media into EVERTHING and we will drive traffic to specific, trackable landing pages.

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Miami December 2013
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Ford
Model T
NOTES: When we put the changes to marketing activity into historical context, we see that in just a couple of decades, consumer interaction has changed
dramatically.
This does not mean that personal interaction is NOT absolutely critical – it IS. We are here at this conference because we want to meet, trust and collaborate AND
We are here because we did our research. We can see that interactions will be digital.
Ford told us we could have the Model T in any color as long as it is black.

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Miami December 2013
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NOTES: Today, we can customize our Tesla online before we buy it.
Customization – Personalization of marketing and products RULES --- greater response rates, more success, more appealing.

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Miami December 2013
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Implementation
BIG PICTURE

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Digital & Offline Strategies Feed Each Other
NOTES: Take incremental steps but have the whole picture in mind. Start publishing

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Implementation
SYSTEMS

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What digital marketing activities do we need?
NOTES: So how DO you reach out effectively? This is not a technology vendor session – there many different solutions to get to the outcome --- THERE IS NO
ONE PERFECT SOLUTION. Here are the building blocks you need. You can invest a lot or a little in these tools – but these are the basic building blocks that are part
of the platform you will want in place.
And remember the magic ingredient: Continual Analysis of What Is Working. You must have analytics built in and the skill set and time to evaluate the data you are
getting from this activity.
NOTES:
Your CORE SET of
ACTIVITIES will be:
•Email engine with
analytics
•Website(s) with
analytics
•Mobile delivery
•Publishing tool
•Social media distributor

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A Platform with A Comprehensive View
1
All-In-
One
Text
goes
here
Social
Media
Content
Creation
Email &
Lead
Nurturing
SEO
Marketing
Analytics
Marketing
Automation
Landing
Pages
NOTES: There is a way to manage this. For our own international branding and marketing
we use a paid platform called Hubspot. We also implement and manage this platform for our
clients. It is in all-in-one platform which enables us to execute on the prospect’s goals
through one single environment which in turn saves the prospect from investing in other
platforms. It provides a single point of view for analytics.
Paid
Search

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NOTES: With this system and a holistic approach, you
can reach this guy and make him feel valued. You can get
him to take a real interest in what you have to offer. Help
him evaluate what makes your institution special.
To reach him, you need Advanced Digital Marketing:
Automation
Personalization
Segmentation

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Implementation
SEARCH ENGINES
SEO & PAID SEARCH
NOTES: These are complex topics to understand.

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Let’s talk
Search:
SEO
PPC

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Implementation
SOCIAL MEDIA TACTICS

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NOTES: Friends and family,
consumer reviews, consumer blogs
– all of these rate as highly
trustworthy media channels in
China. This is all about sharing.

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Planning Your Social Media Work
Build Your Own Plan
Download this sample worksheet
along with a blank planning grid
from our website HERE
NOTES: We’ve developed a template that can help you
consider the various social media channels that might
work for you and how you could set up a publishing plan.

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Miami December 2013
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Social Media Implementation
 Editorial Policies
 Content creation plan
 Clear responsibility assignments
 Integrate feeds with collateral (include landing pages)
 Tracking to justify and improve your efforts
NOTES: As part of your social media
strategy you will want to:
•Establish an editorial policy – what type of
content are appropriate? What will resonate
with your target audience? An authentic
tone/approach and consistently engaging
content are both essential. Consider this: do
you think the New York Times and the
National Enquirer have the same editorial
policies about what appears on their front
page? Every organization has to decide
what is provocative enough to draw
prospects but does not cross your
institutional “line”
•Generate content consistently
•Integrate your feeds into your collateral –
keep things coordinated
•Assign someone to keep an eye on the
activity to keep it current, keep it on target,
keep it aligned with your editorial policies
•Track your activity so that you can measure
successful conversions and continually
improve your outreach efforts

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Miami December 2013
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Using Facebook Internationally
The Methods
• Post targeting
• Separate pages
• Global pages
• Third party marketing services

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Third Party Marketing Services Can Help You
Anyadir Education’s social
recruitment modelExample: Anyadir Education
connects students from across India with
universities in the US and Australia
• Promote your institution on
Facebook
• Inform prospective students
about studying in your country
• Generate and filter student
leads

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Miami December 2013
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Implementation
ANALYTICS

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Analytics – Free and Data Rich
NOTES: Google Analytics does NOT provide public data but ONLY on your own web property.
It can be installed on each of your webpages to inform you of where your visitors are coming from, the devices they are using (mobile or desktop), hwhich pages they
visit and how long they stay on any one page.
There is so much data available from Google Analytics that you will want to find some kind of data geek to help you figure out what the reports are saying and which
reports you will want to review month over month. It’s like excel – most of us use 5 to 10 % of the capabilities. Definitely true for GA.
The cost for using this data is in the expertise needed to understand what you are looking at. Either internal resources or external vendors.

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Analytics – Deep Geographic Insights
NOTES: This kind of powerful
regional information that can inform
your recruiting strategy
And gives you insights where to
follow up. Do your registrations
correspond with your traffic - we’ll
talk

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What Google Analytics Tell Us
NOTES: Many different ways to
parse the data. Compare results.
Future activities can be evaluated at a
granular level. Before and after trips
we can see what kind of traffic you
have at the city level – throughout
China and other countries around the
world. This kind of data informs how
your operational tactics can be
improved.

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What Google Analytics Tell Us
NOTES
10K visitors from India to this university website
28K visitors from China
The drop off after the home page is incredible.
We are not speaking to them in a way that resonates.
Social media is important as just one part of your
digital presence and marketing. It complements your
website, email marketing, tours, fairs, print collateral.

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What We All Want
More well-placed
well-prepared
international students

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Thank you
Industry Insights
Mobile App
For more information, please contact
Michael Waxman-Lenz, CEO & co-founder: info@intead.com
e-Publications
NOTES: Click these links to learn more