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Marketing communications - getting the best out of the agency

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ICEF Monitor recently sat down for a video interview with Mrs Lisa Cynamon Mayers, an academic advisor with Intead (International Education Advantage) in the US. …

ICEF Monitor recently sat down for a video interview with Mrs Lisa Cynamon Mayers, an academic advisor with Intead (International Education Advantage) in the US.

Mayers explains how Intead conducted a mystery shopper experiment in which a Chinese staff member posed as a prospective student. The staffer sent an enquiry email to 30 universities in the US, Australia and Canada in an effort to observe how each would respond to a query from an international prospect.

For more information on Intead's services and their mystery shopper experiment, please read our accompanying article ''Mystery shopper experiment reveals best practices in communication strategies'' and watch our video interview here: http://bit.ly/1sVb3JG.

And for those of you interested in more tips on effective email communication with student prospects, please see our article “From prospects to enrolments: direct marketing in international recruitment.” http://monitor.icef.com/2013/04/from-prospects-to-enrolments-direct-marketing-in-international-recruitment/.

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  • 1. ICEF  North  America  Workshop   Toronto  May  2013   1   www.intead.com   1  7  November  2011   Integrated  Digital  Marke8ng     vs.  Social  Media  Ac8vi8es   Presented  at     North  America  Workshop   May    2013   Toronto,  Canada   Lisa  Cynamon  Mayers,  Intead   Michael  Waxman-­‐Lenz,  Intead  
  • 2. ICEF  North  America  Workshop   Toronto  May  2013   2   www.intead.com   Presenta8on  Agenda   Digital  marke8ng  implementa8on  as  part  of  a  holis8c  strategy  
  • 3. ICEF  North  America  Workshop   Toronto  May  2013   3   www.intead.com   0 500 1,000 1,500 2,000 2,500 3,000 Internet Users Social Media Users Mobile Users Source: We Are Social, 2011 In Millions
  • 4. ICEF  North  America  Workshop   Toronto  May  2013   4   www.intead.com   0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Latin America Middle East Africa Asia Europe US/Canada Mobile Use % of Population Smartphone Penetration Source: TechCrunch, Nov 2011
  • 5. ICEF  North  America  Workshop   Toronto  May  2013   5   www.intead.com   Social  Media  is  a  Global  Phenomenon   60  –  85%  of  those  with  social  media  profiles   log  onto  their  social  media  plaTorms   EVERY  DAY  
  • 6. ICEF  North  America  Workshop   Toronto  May  2013   6   www.intead.com  
  • 7. ICEF  North  America  Workshop   Toronto  May  2013   7   www.intead.com   7  
  • 8. ICEF  North  America  Workshop   Toronto  May  2013   8   www.intead.com  
  • 9. ICEF  North  America  Workshop   Toronto  May  2013   9   www.intead.com   The  Source  of  Our  Headaches:   The  Prolifera8on  of  Marke8ng  Channels      Your  Website  is  the  founda8on  upon  which  you  build      Everything  you  do  drives  traffic  to  your  website  
  • 10. ICEF  North  America  Workshop   Toronto  May  2013   10   www.intead.com    Ford     Model  T
  • 11. ICEF  North  America  Workshop   Toronto  May  2013   11   www.intead.com  
  • 12. ICEF  North  America  Workshop   Toronto  May  2013   12   www.intead.com  
  • 13. ICEF  North  America  Workshop   Toronto  May  2013   13   www.intead.com  
  • 14. ICEF  North  America  Workshop   Toronto  May  2013   14   www.intead.com   Top  10  Most  Effec8ve  Recrui8ng  Prac8ces  of   4-­‐Year  Ins8tu8ons   Source: Stamats Higher Education
  • 15. ICEF  North  America  Workshop   Toronto  May  2013   15   www.intead.com  
  • 16. ICEF  North  America  Workshop   Toronto  May  2013   16   www.intead.com   Exemplary  Ins8tu8ons Chinese  Language  Documents
  • 17. ICEF  North  America  Workshop   Toronto  May  2013   17   www.intead.com   What  digital  marke8ng  ac8vi8es  do  we  need?     Email   engine   with   analy8cs   Website(s)   with   analy8cs   Mobile   delivery   Publishing   tool   Social   media   distributor  
  • 18. ICEF  North  America  Workshop   Toronto  May  2013   18   www.intead.com  
  • 19. ICEF  North  America  Workshop   Toronto  May  2013   19   www.intead.com   ICEF  North  America  Workshop   December  2012   19   www.intead.com   A  PlaMorm  with  A  Comprehensive  View   11 All-In- One Text goes here Text goes here Social     MediaContent   Crea8on   Email  &   Lead   Nurturing SEO   Marke8ng   Analy8cs   Marke8ng   Automa8on   Landing   Pages  
  • 20. ICEF  North  America  Workshop   Toronto  May  2013   20   www.intead.com   Different  plaTorms  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  
  • 21. ICEF  North  America  Workshop   Toronto  May  2013   21   www.intead.com   ICEF  North  America  Workshop   December  2012   21   www.intead.com   Digital  &  Offline  Strategies  Feed  Each  Other  
  • 22. ICEF  North  America  Workshop   Toronto  May  2013   22   www.intead.com   Planning  Your  Social  Media  Work   Build Your Own Plan Download this sample worksheet along with a blank planning grid from our website HERE
  • 23. ICEF  North  America  Workshop   Toronto  May  2013   23   www.intead.com   Social  Media  Implementa8on      Editorial  Policies      Content  crea8on  plan      Integrate  feeds  with  collateral      Clear  responsibility  assignments      Tracking  to  jus8fy  and  improve  your  efforts  
  • 24. ICEF  North  America  Workshop   Toronto  May  2013   24   www.intead.com   What  We  All  Want   More  well-­‐placed   well-­‐prepared   interna8onal  students  
  • 25. ICEF  North  America  Workshop   Toronto  May  2013   25   www.intead.com   Contact   Michael  Waxman-­‐Lenz,  CEO  &  co-­‐founder,   info@intead.com   www.Intead.com     Intead  internal  research,  documenta8on  and  digital   marke8ng  and  analy8cs  services     Informa8on  Sources   Public  sources  and  marke8ng  partners:       www.i-­‐graduate.com      www.emarketer.com     www.wearesocial.com        www.adasiaonline.com  –  2012  yearbook   Thank  you  
  • 26. ICEF  North  America  Workshop   Toronto  May  2013   26   www.intead.com   AIRC  Annual  Conference   November  2012   26   www.intead.com   Analytics – Free and Data Rich
  • 27. ICEF  North  America  Workshop   Toronto  May  2013   27   www.intead.com   AIRC  Annual  Conference   November  2012   27   www.intead.com   Analytics – Free and Data Rich
  • 28. ICEF  North  America  Workshop   Toronto  May  2013   28   www.intead.com   AIRC  Annual  Conference   November  2012   28   www.intead.com   Analytics – Deep Geographic Insights
  • 29. ICEF  North  America  Workshop   Toronto  May  2013   29   www.intead.com   ICEF  North  America  Workshop   December  2012   29   www.intead.com   InternaXonal  Alumni  –  Job  LocaXon  and  FuncXon  
  • 30. ICEF  North  America  Workshop   Toronto  May  2013   30   www.intead.com   ICEF  North  America  Workshop   December  2012   30   www.intead.com   InternaXonal   students  area   China   197   India   181   Taiwan   135   Korea   131   Japan   75   Mexico   18   Thailand   12   Philippines   11   Vietnam   2   Residing  Outside  the  US:  Total  =  769   China India Taiwan Korea Japan Mexico Thailand Philippin es
  • 31. ICEF  North  America  Workshop   Toronto  May  2013   31   www.intead.com   ICEF  North  America  Workshop   December  2012   31   www.intead.com   InternaXonal  Alumni  –  Job  LocaXon  and  FuncXon