Higher education marketing – AMBA 2013

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Marketing and branding tips for education marketers. …

Marketing and branding tips for education marketers.

The 2013 AMBA presentation covers:

- Tone of voice
- Brand consistency
- Social media

More in: Business , Career
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  • 1. the ideas people©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 2. AMBA Presentation 2013©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 3. Remember usfrom last year?©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 4. We brought you the banana©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 5. We also talkedabout using yourleft brain andright brain L R©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 6. Which brings us neatlyto this year’s theme©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 7. HeadachesHopefully itstimulatedyour thinking.Perhaps it mighthave given youa headache©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 8. Headaches in Marketingand Admissions
  • 9. Headaches you reported(areas highlighted in blue are where we can help) “Being clear “Best way to “Is recruitment/sales… reach and talk about what we to international a form of target (one-to-one) marketing?” stand for” prospects” “Coping with “How important is a Social demands Media strategy? “Joining it all How do you manage of time” (Social Media) effectively?” together.” “…Managing expectations/ understanding of processes “Packaging of by internal stakeholders…” offering to students” “How do we stand “Digital marketing”… …”follow up messaging”out from the crowd?”©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 10. Now we aren’tbrain surgeons.We are morecreative, strategyand researchspecialists.©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 11. We are more creative, strategy andresearch specialists so we are able toconsult on some of these headaches©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 12. ©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 13. Many of these headaches arecaused by common conditions:• INCONSISTENT BEHAVIOUR• LACK OF COHERENT SPEECH• SOCIAL DISORDER©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 14. Which results in... General Malaise©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 15. This is a... Major Worry©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 16. MBA prospectsare like toddlers... They can wander off easily.©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 17. INCONSISTENT BEHAVIOURFamiliarity breeds content.“The single most important and mostdifficult factor is achieving some kindof consistency in the experience thatconsumers have of the brand.”Leslie de Chernatoy,Professor of Brand Marketing,(Birmingham University Business School) Aston Business School©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 18. Consistency in a chaotic world.©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 19. Multiple access channels©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 20. Loss of faith in institutions BBC BP RBS©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 21. INCONSISTENT BEHAVIOURMarketing used to be communicated through broadcast mediasuch as advertising, radio or newspapers to the consumer. Wenow market through these channels plus Facebook, Twitter,LinkedIn Google +, Flickr, Pinterest, Vine (more of this later).We have lost faith in Banks like RBS. Corporations,like BP. Institutions like the BBC.Particularly with the advent of Massive Open Online Courses, educationis transforming into an on-demand service. Can Business Schoolsbe immune to this questioning of authority? People no longer blindlytrust authorities any more. They trust each other. The rise of thecommunity makes the job of marketing so much more complex.We live in a chaotic world. Nobody said it was easy.Which means now, more than ever -©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 22. INCONSISTENT BEHAVIOURFamiliaritybreeds content.©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 23. INCONSISTENT BEHAVIOURVisual consistency©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 24. VISUAL CONSISTENCYFamiliarity breeds content.Some brands, likeVirgin, First Direct and John Lewis do this very well.©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 25. VISUAL CONSISTENCYFirst Direct Website First Direct E-Shot©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 26. VISUAL CONSISTENCY First Direct YouTube First Direct Twitter First Direct Facebook©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 27. VISUAL INCONSISTENCYVisual inconsistencycan be disconcertingto say the least.©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 28. VISUAL INCONSISTENCY Contents 02 Why the nUs MBA? 18 Bringing the World to You 03 Dean’s Message 20 Individual Development 04 nUs Business school & 24 Career services nUs MBA experience 28 Global Alumni network 05 Accolades 30 singapore: the Ideal 06 our International Faculty MBA Destination 08 Industry-Focused Curriculum 32 Accommodation 10 specializations 33 Cost of Living 12 Double Degree MBA 34 Application 14 overseas student exchange 35 scholarship 16 overseas study trips Map of nUs Academic Year 2013 – 2014 EXCEED YOUR POTENTIAL 26 Leading from Asia From Our MBAs: “My experience with NUS BIZ Career Services has “ My first encounter with Career Services (CS) was been very fruitful. I am especially grateful for the during the first week of my semester. I actively sought job postings relevant to my background and profile, advice from the career services counselors and and the networking and recruiting events, which attended a number of CS organised workshops and have been particularly helpful in connecting me programmes conducted by real life practitioners. with the right people. And I am most impressed by It was through the CS’s active job postings that I how CS continuously contacted me to provide gained numerous interview opportunities with advice, feedback and interview tips. Thanks various multinational corporations and financial to applications I made through TalentEdge, institutions, in which I successfully obtained my A leading global our online job portal, in one week, I had three interviews and got two job offers, and am now internship at Citibank that led to a permanent position. Thank you CS!” university centred working with an amazing group of people at a Park Kwan hoon dynamic, up- and- coming consulting firm. Thank NUS MBA, Class of 2012 you, Career Services, for reminding me that I can Citibank in Asia, the National always turn to you and the School for support.” Nancy Chua NUS MBA, Class of 2012 University of Singapore Double Effect From Our Recruiters: (NUS) offers a global “ NUS MBA is recognised internationally for its reputation and global learning environment. The “ The NUS MBA programme has groomed many driven and capable business leaders. The approach to education emphasis on diverse and inter-cultural learning programme promotes a meeting of minds, yet enables the students to view things from a wider embraces diverse experiences and cultures and this perspective which puts them a notch ahead from reflects the current global business environment. and research, with the others. Students also embrace the work they are given and perform up to their best. This KPMG is proud to be a partner of the NUS MBA commitment showed by them is one of the reasons faculty and Career Services in its recruitment a focus on Asian why NUS is one of our key schools that we work outreach. Our experience with their graduates with for recruitment of our talents. We would like to has been promising, and many of them have the thank the NUS Career Services for their continuous potential to go on to becoming future captains of perspectives and support and hope that the MBA faculty will be able industry and leaders in our community.” to develop more of these high calibre individuals Mr Sharad Somani whom we will be looking forward to work with.” expertise. Executive Director KPMG Gina Kuek Senior HR Manager Frost & Sullivan, Asia Pacific©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 29. VISUAL INCONSISTENCY©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 30. VISUAL INCONSISTENCY©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 31. ©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 32. Site for sore eyes.Here’s an example of someonewho does this well.©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 33. Wharton - Print & Social media:Wharton - website:©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 34. Toneof Voice©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 35. Slurred speech.“We often refuse to accept an ideamerely because the tone of voicein which it has been expressedhas been unsympathetic to us.”Friedrich Nietzsche©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 36. Intelligent conversations.“Language needs to be a moreintegral part of corporatestrategy rather than confinedto corporate copy guidelines.”Adam Kaveney,Global Brand Language Leader,Price Waterhouse Coopers©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 37. Consistent conversations.We did a lot of work with the Royal Marsden cancerhospital on its tone of voice. Obviously dealingwith someone who suspects or has cancer is a verysensitive issue. You would have thought that by beinga world-leader in its field, the Royal Marsden wouldhave communicated clearly and with empathy. Not so.©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 38. ©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 39. ©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 40. Consistent conversations.Remaining on-brand andunderstanding who you are talkingto is so important – especially whenit comes to the Admissions process.©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 41. Consistent conversations. Offer email from a Postgraduate Admissions Offer email from a Postgraduate Admissions BEFORE AFTER Subject line: Your place at XXXXXXXXXXXXX Subject line: Recommendation Dear xxx, Dear , It gives me great pleasure to inform you that we are recommending you to our Postgraduate The admissions committee has met to discuss your application to XXXXXX XXXXXX. I can to confirm Admissions Office for a place on our <programme>. that we are recommending to the Postgraduate Admissions Office that you be offered a place on the programme XXXXX, full conditions of your offer will be confirmed to you in due course in your official Before we can welcome you to XXXXXXXXXXXXX we require you to pay your deposit of £1,000. offer letter. Details of how to pay are listed below. Failure to pay your deposit will result in your application being rejected. Please note that in order to secure your place on this programme a deposit of £1000 must be paid by XXXX You are also required to complete and return the acceptance slip that will be provided with your You can expect to receive your official offer letter with the conditions of your place by email within the official offer letter. You can expect to receive your official offer letter from the Postgraduate Admission next two to three weeks. Office via email within the next two to three weeks. Please note: we cannot confirm your place until you have paid your £1,000 deposit by [insert We are available to answer any questions you may have in the interim via email and telephone: date]. Email: admissions@XXXXXX XXXXXX - Include your application number when you transfer your deposit Tel: +44 XXXXXXXXXXXXX - Return the acceptance slip that comes with your official offer letter - Notify admissions@ XXXXXXXXXXXXX once the payment has been made Please be aware that failure to pay the deposit by the deadline will result in the withdrawal of your offer and your place on the programme being reallocated. Details on how to pay: http://www. XXXXXXXXXXXXX XXXXXXXXXXXXX Deposit payment details can be found below. Please make sure to include your student number as a reference and notify admissions@ XXXXXX XXXXXX once you have made your payment. The Welcome Day for the 2013 student entry will take place on XXXX 2013. Please note: all full- time students are expected to attend. www. XXXXXX XXXXXX XXXXXX XXXXXX If you have any queries regarding your application or deposit, please get in touch with me by email or For 2013 entry, Welcome Day will take place on XXXX 2013. All students are expected to attend. telephone and I will be happy to answer your queries. Please do not hesitate to contact me should you have any questions regarding the deposit payment. Alternatively, we have put together an information page that answers the most common questions: http://www. XXXXXXXXXXXXX Kind regards, Email: admissions@ XXXXXXXXXXXXX Tel: +44 XXXXXXXXX [Contact name], May I take this opportunity to compliment you on the high standard of your application. The Admissions [Contact title] Committee were impressed by the marks you are currently achieving at Undergraduate level and we wish you luck with your final exams. With very best wishes [Contact name], [Contact title]©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 42. A unique voice.Full-cream? Pasteurised?Executive, Flexible, Global,Full-time, Part-time.Business schools operate in a fiercelyhomogenous marketplace, wheredifferentiation is achieved through reputation,rankings and referrals – and of coursequality of content. Using your unique tone ofvoice to stand out and talk to a prospectiveMBA participant can give you that chancecreate affinity and start a dialogue.©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 43. Unique tone of voice.Delia Smithhttp://www.youtube.com/watch?v=D95rMYL1T2AHeston Blumenthalhttp://www.youtube.com/watch?v=gW5p6CAOwdgMarco Pierre Whitehttp://www.youtube.com/watch?v=6rvqS0NGkfgJamie Oliverhttp://youtu.be/KIsUS7NKzYAThese are examples of living brands. Their personalities define their brands.In a corporate and business school context, everyone who creates orcommunicates content is living that brand to some extent or another.©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 44. Seriousmoodboard©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 45. Examples of workshop mood boards©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 46. Examples of workshop mood boards©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 47. The biggest headachefor marketers in 2012...©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 48. Social media©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 49. Social disorder**Symptoms include: swollen ego,inflated budget, leaking pride,sweaty CFO and internal bickering©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 50. “How important is asocial media strategy?...and how do you manageit effectively with limitedresource and budget?”©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 51. Very.“How important is a social media strategy?” (Important)©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 52. “… and how do you manageit effectively with limitedresource and budget?”The answer to the secondpart is a bit more complex...©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 53. 8 ways to improve yoursocial media strategy©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 54. 1. Re-assess your user experience©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 55. • Social media is not a standalone channel• A potential MBA applicant takes a journey through your social media / website / admissions pages and that journey needs to be consistent (yes we’re back on consistency)©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 56. Visual consistency• Cover photos• Logos• Photography style• Infographics©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 57. Tone of voiceFlatToo much!Just right©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 58. Valuable content –Interactive FT MBA board game©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 59. 2. Re evaluate your landing pages  (User experience continued)©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 60. • First impressions = formed in 50 milliseconds • 15% of page visits = under 4 seconds 20% of page content = read (on average) • 20% of page content = read (on average) Clearly, we have to work hard to catch people’s attention* http://www.nature.com/news/2006/060109/full/news060109-13.html http://www.useit.com/alertbox/percent-text-read.html [2008] http://www.useit.com/alertbox/percent-text-read.html [2008] ©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 61. Re evaluate your landing pages©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 62. ©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 63. Do people scroll?©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 64. 3. Create your content strategy  (If you haven’t already that is)©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 65. Relevancy is key Facebook Edge rank: • Post length - less than 250 characters generates 60% more likes • Timely - posts related to breaking news can get 90% more engagement • Media increases engagement - photo album (180%), picture (120%) or video (100%) “ his is why a content strategy forms a T vital part of a social media strategy”* http://www.facebook.com/FacebookMarketingUK http://www.jeffbullas.com/2011/11/01/10-best-practice-tips-for-facebook-page-content-publishing/ ©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 66. Create your content strategy• Events• Research papers / thought leadership• New staff• Associate organisations• Shout about your alumni©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 67. Proactive vs Reactive content©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 68. TwitterFactors associated with increasing‘followers’ over 15 months...• Get re-tweets• A complete profile: Web address, location & long description• Focused: People who consistently tweeted on a specific topic attracted more followers©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 69. 4. Blog (content marketing continued)©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 70. Benefits of blogging• A hub to drive readers and traffic• Thought leadership• Posts have a long ‘hang time’• SEO©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 71. ©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 72. 5.  ncorporate admissions I into the social media mix©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 73. “Social media is a twoway conversation”• Admissions staff make great points of contact• FAQs – Visas, accommodation, course content / dates• Events updates• Host Google hangouts to talk to international students / busy applicants Over 25% of MBA applicants use LinkedIn and Facebook to research their business school©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 74. 6. Get your alumni involved©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 75. Get your alumni involved• Encourage them to share content• Share their content• Give them access to ‘alumni only research’ making them brand ambassadors©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 76. 7.  est everything T (don’t forget to measure)©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 77. Social media is a greattest bed for ideas• Messaging - How audiences react to new copy?• Colours – do different genders react to new colour choices?• Visual identity – does a photography led or graphic led style gain more reach? If you’re reading this, there is a 90% chance you’re not listening©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 78. ©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 79. Measure your campaigns• Tag your links with Google link builder• Monitor message variants• Re-use successful messages There is a SERIOUS link tagging series available on the blog. So don’t stress! :)©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 80. Measuring links Clicked links tend to appear about 25% through tweet (or at end).©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 81. 8. Have a sense of humourhttp://www.youtube.com/watch?v=Bpy75q2DDow©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 82. Summary:1. Re-assess your user experience2. Re-evaluate your landing pages3. Create your content strategy4. Blog5. Incorporate admissions into social media6. Get your alumni involved7. Test everything8. Have a sense of humour©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 83. Action points to do this week:1. Get on Google+2. Write a blog post3. Tweet and post on Facebook at least twice a week4. Post on LinkedIn at least once a week5. Join 3 MBA groups on LinkedIn (and if you’re brave, join the conversation)6. Tag your website bound links7. Post at 4:30pm Wednesday afternoon and 4:00pm Friday afternoon©2013 Serious Marketing Communications Ltd. www.seriousideas.com
  • 84. Thanks from Chris, Brad and the Serious team For your copy of the slides please follow us on LinkedIn @seriousmarketingcommunications©2013 Serious Marketing Communications Ltd. www.seriousideas.com