This document outlines an integrated communications campaign by Swansea University targeting students in Nigeria. The campaign aims to increase student applications and enrollments through promoting academic excellence, student experience, and lifestyle. It details the communication models and digital channels used, including online ads, social media, videos, and working with creative agencies. The results of the campaign included a 70% increase in website visits, 120% increase in online enquiry leads, and increases in undergraduate and postgraduate applications and enrollments compared to the previous year.

1. Kenon
Man
Interna+onal
Digital
Communica+ons
Officer

2. Integrated
campaigns
University
Mission:
Top
30
UK
research-­‐led
university
by
2017/18
AIract
more
interna+onal
students
to
Swansea
Where
bright
futures
begin
is
an
integrated
communica+ons
campaign,
targe+ng
Nigeria
with
the
aim
of
promo+ng
current
recruitment
ac+vi+es
and
increasing
student
applica+ons
by
presen+ng
academic
excellence,
student
experience
and
lifestyle
in
a
posi+ve
way.
Increasing
enquiries
Applica+ons
Students

3. Communica+on
Models:
A
I
D
A
Awareness
Interest
Desire
Ac+on
• Online
Ads
• Newspaper
Ads
• Radio
Ads
• Online
• Fairs
• Social
• Blogs
• Press
Profiles
–
and
exhibi+ons
Media
Channels
/
Media
• Website
• Applica+ons
• Enquiries
• Conversion
-­‐-­‐-­‐
-­‐-­‐-­‐
-­‐-­‐-­‐
-­‐-­‐-­‐
-­‐-­‐-­‐
-­‐-­‐-­‐
-­‐-­‐-­‐
>
Hotcourses
/
EducateUK/
Bri+sh
Council
• Email
Marke+ng
-­‐-­‐-­‐
-­‐-­‐-­‐
-­‐-­‐-­‐
-­‐-­‐-­‐
-­‐-­‐-­‐
-­‐-­‐-­‐
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>

4. McKinsey’s
Loyalty
Loop
Source:
hIp://www.mckinseyquarterly.com/spContent/charts/code09/CDJ-­‐Base.swf

5. Our
Digital
Channels
Major
ac+vity
‘Roughly’
planned
and
scheduled
–
updated
every
two
months

6. Source:
hIp://www.johnhaydon.com/

7. Online
Adverts:
Google
AdWords
|
YouTube
|
LinkedIn
|
Facebook
Generate
Awareness:
Promote
in-­‐country
visits/exhibi+ons
Collect
enquiry
contact
details
Email
|
Conversions

8. • Research
which
plaforms
are
more
suited
• Adapt
messages
and
+me
your
ads
around
any
key
events
• Ask
a
ques+ons
–
Q&A
Session
• Target
your
ad
to
interests
and
likes
• Test
your
ads
–
delete
ones
that
are
not
working
• Add
a
call
to
ac+on
• Re-­‐marke+ng

9. • Main
social
media
communica+on
channel
• Post
regularly
about
Campus,
Student
ac+vi+es
and
experiences
etc.
• Respond
to
enquiries

10. • Managed
by
our
in-­‐country
manager
in
Beijing
• Relevant
news
is
emailed
to
our
in-­‐country
manager
• Good
rela+onship
with
our
Chinese
Students’
Society

11. Facebook
Q&A
• Targe+ng
students
living
in
the
same
loca+on
as
the
fair
• Six
posts
scheduled
and
promoted
-­‐
one
per
day
• 400,000
impressions
• Shared
84
+mes
• 21,000
clicks
• 1700
comments

12. What
happens
to
our
leads?
Ad
Hoc
Emails
Course
Informa+on
email
Reminder
Email
Applica+on
Conversion
Campaign

13. • Promo+ng
Swansea
• Course
Specific
Videos
• Talking
heads
or
interviews
• Content
for
websites
• Student
tes+monials
• Meet
academic
staff

14. Types
of
video
produc+on
quality
• Audio
slideshow
• Single
camera
• Two
Video
Produc+on
Styles
camera
• Mul+-­‐camera
• Live
• Instant
• Student-­‐led
• In-­‐house
produced
• Professional
Don’t
forget
that
you
can
be
extremely
crea+ve
with
your
smartphones
but
remember
it
is
all
in
the
edi+ng
iphone
videos
on
vimeo:
hIp://vimeo.com/channels/iphonehd/videos

15. Promo+ng
Swansea
University:
Interna+onal
Recruitment
Video
Brief:
• Produce
a
video
with
an
interna+onal
focus
that
support
current
marke+ng
ac+vity
–
to
be
used
as
a
tool
to
increase
student
enquiries
and
applica+ons
• Showcase
Swansea
University’s
Interna+onal
Community,
facili+es
and
loca+on
.
Honest,
Approachable
&
Invi+ng

16. Promo+ng
Swansea
University:
Interna+onal
Recruitment
Video
–
Where
bright
futures
begin
hIp://youtu.be/kEN6hVOYDLw
جﺝاﺍمﻡعﻉةﺓ سﺱوﻭاﺍنﻥزﺯيﻱ: عﻉنﻥدﺩمﻡاﺍ يﻱبﺏدﺩأﺃ
اﺍلﻝمﻡسﺱتﺕقﻕبﺏلﻝ اﺍلﻝمﻡشﺵرﺭقﻕ
视频:
Swansea
大学 -­‐
英
国

17. Video
Tips:
-­‐
Prepare
the
camera
slightly
above
the
subject’s
eye
line
and
remember
the
rule
of
thirds
-­‐
Most
videos
are
about
4
minutes
long
-­‐
Keep
the
camera
steady
and
try
not
to
use
the
zoom
func+on
-­‐
Pay
aIen+on
to
ligh+ng
and
sound
–
Use
a
external
microphone
such
as
lapel
Mic.
You’ll
be
forgiven
for
slightly
poor
image
quality
but
you
will
not
be
forgiven
for
poor
sound
quality
-­‐
Pay
aIen+on
to
the
background/loca+on/clothing
:
Remember
your
audience

18. Produce
something
with
a
twist…
-­‐
Parody
something
popular
That’s
Why
I
chose
Yale
–
‘Glee
Parody’
hIp://youtu.be/tGn3-­‐RW8Ajk
A
Dave
in
the
life
of
Monash
University
hIp://youtu.be/zwu5WkrmzJ8
-­‐
Montages
Guy
Travels
The
World
And
Shoots
One
Second
Of
Footage
In
Each
Loca+on
hIp://youtu.be/BUoYWcbDCXI
• Requires
a
lot
prepara+on
and
planning
• Fine
balance
between
‘Cool’
and
‘Cringe’
• Short
life
span
unless
it
is
well
produced
• Mainly
filmed/produced
by
students
therefore
high
engagement
but
high
PR
/
Communica+on
risk

19. Working
with
Crea+ve
Agencies
• ‘Rubbish
goes
in,
Rubbish
comes
out’
– Gather
your
informa+on
– Know
your
outcomes
– Clear
Brief
• Don’t
tell
them
how
to
their
job
– Sharing
and
exchanging
of
ideas
• The
work
con+nues
– Ask
for
updates
–
‘deadlines’
– Con+nuous
dialogue

20. Results
• Website
visits
– 70%
increase
(extra
13k
visitors)
– 80%
increase
of
new
users
• Enquiries
– 120%
increase
in
leads
via
webform
– 3.5K
leads
via
online
adverts
• Applica+ons
– 90%
UG
and
28%
PGT
• Enrolment
– When
compared
with
the
end
of
the
second
week
last
year:
14%
increase
in
enrolments
across
undergraduate
18%
increase
in
enrolments
for
post-­‐graduate
taught
courses.

21. Ques+ons?
Contact
me:
k.o.man@swansea.ac.uk
|
@kennyman82
linkedin.com/in/kenonman