Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Hoe de student journey de check-IN van (internationale) masterstudenten verbetert - Rita de Wilde-Brink en Arjan Burgers - HOlink2019

641 views

Published on

Sessieronde 4

Published in: Education
  • Be the first to comment

  • Be the first to like this

Hoe de student journey de check-IN van (internationale) masterstudenten verbetert - Rita de Wilde-Brink en Arjan Burgers - HOlink2019

  1. 1. HOlink, 14 JUNE 2019 RITA DE WILDE (UNIVERSITY OF TWENTE) & ARJAN BURGERS (MAKESENCE) HOW OUR STUDENT JOURNEY IMPROVES THE ‘CHECK-IN’ OF (INTERNATIONAL) STUDENTS
  2. 2. IN THIS PRESENTATION: INTRODUCTION STARTING POINT: OUR STRATEGY SITUATION Q4 - 2016 TRANSFORMATION PROGRAM – SET UP 1. 2. 3. 4. RESULTS AND WAY FORWARD 6.5. TRANSFORMATION PROGRAM - EXECUTION
  3. 3. 1. INTRODUCTION
  4. 4. 11,000 STUDENTS 80 DIFFERENT NATIONALITIES 20 BACHELOR PROGRAMMES 37 MASTER PROGRAMMES 5 FACULTIES 3,000 EMPLOYEES 80 DIFFERENT NATIONALITIES 900 BOOMING START-UPS UNIVERSITY OF TWENTE HIGH TECH, HUMAN TOUCH
  5. 5. Makesence is een projectbureau gespecialiseerd in het ontwikkelen en leveren van aansprekende en zinvolle student- en klantervaringen. Wij gaan voor samenwerken met klanten om hun ambities te realiseren met een combinatie van inzichten, advies en change interventies.
  6. 6. 2. STARTING POINT: OUR STRATEGY
  7. 7. • We are pioneers in fusing technology, science and engineering with social sciences to impact the world around us. Our driving force is a deep sense of connection with people who share a curious, entrepreneurial spirit. • An innovative and vibrant campus • An engineering approach to societal challenges • Core technologies • Highly personal education • An outstanding track record in value creation Over time, inspiring, curious people have combined their experience in technology, science and engineering with social sciences to initiate change, progress, renewal. We call this: “High Tech Human Touch”. UNIVERSITY OF TWENTE HIGH TECH, HUMAN TOUCH
  8. 8. MARKETING & COMMUNICATION STRATEGY The marketing and communications strategy of the M&C is aimed at the primary goals: 1. a greater visibility and profiling; 2. recruitment and inflow (both excellent quality and quantity); 3. training and retaining internal and external ‘ambassadors’.
  9. 9. % increase master students for English taught programmes Value for society 100 140 180 225 280 0 50 100 150 200 250 300 2016 2017 2018 2019 2020 Vision 2020: Towards a more international, collaborative, entrepreneurial university which deploys its combined strenghts to strenghten society Towards a more international, entrepreneurial, collaborative university by: 1. Increasing the number of (international) master students 2. Increasing value for society by transforming the educational programs; 1. Become even more entrepreneurial and collaborative; 2. The best possible match with industry/companies/ challenges of the future
  10. 10. 3. SITUATION Q4 - 2016
  11. 11. THE SITUATION IN Q4 – 2016: A suboptimal experience in different stages of the prospective student journey
  12. 12. THE SITUATION IN Q4 – 2016: Low conversion rates and long lead times Orientation Deepening information and advise Start application Finished application EnrollmentAdmission
  13. 13. 4. TRANSFORMATION PROGRAM – SET UP
  14. 14. PROJECT SCOPE: BROADEN THE FUNNEL : Improve the student experience from orientation to enrolment Orientation Deepening information and advise Start application Finished application Enrolment Improving the student experience (external) Improving process (internal) Admission
  15. 15. 5. THE TRANSFORMATION PROGRAM - EXECUTION
  16. 16. MEASUREMENT AND MONITORING Orientation Deepening information and advise Start application Finished application Enrolment CRM & REPORTS Admission
  17. 17. IMPROVE CONVERSION FROM ORIENTATION TO START APPLICATION Orientation Deepening information and advise Start application Finished application EnrolmentAdmission
  18. 18. IMPROVEMENTS BEFORE APPLICATION: • FOLLOW-UP LEADS • CRM • CAMPAIGN • AMBASSADORS
  19. 19. |
  20. 20. |
  21. 21. IMPROVE CONVERSION FROM START APPLICATION TO COMPLETE APPLICATION Orientation Deepening information and advise Start application Finished application EnrollmentAdmission
  22. 22. IMPROVENTS DURING APPLICATION-/ENROLMENT PROCESS: • STUDENT EXPERIENCE • FOLLOW-UP • IMPROVE SERVICES TO APPLICANTS • LEAD SCORING & PRIORITY SERVICES • SUPPORTING THE (INTERNAL) ORGANIZATION
  23. 23. IMPROVING INFORMATION DURING APPLICATION AND ENROLLMENT PROCESS Online ‘track & trace’ application and enrolment process
  24. 24. IMPROVE CONVERSION FROM START APPLICATION TO COMPLETE APPLICATION ➢Identifying high potential students in orientation phase ➢Monitoring the progress of high potential students in CRM ➢Contacting high potential applicants who encounter issues in their application, preferably by phone
  25. 25. High Tech Human Touch - from first orientation to start programme DELIVERING A CONSISTENT BRAND EXPERIENCE
  26. 26. 6. RESULTS AND WAY FORWARD
  27. 27. RESULTS SINCE WE STARTED IMPROVING: Conversion rates are improved on several levels and topics % increase master students for English taught programmes Value for society 100 140 180 225 280 0 50 100 150 200 250 300 2016 2017 2018 2019 2020
  28. 28. KEY ELEMENTS OF SUCCESS: Just do! Co-operate! Celebrate success!
  29. 29. ENGAGEMENT FLOWS: GENERAL: Welcome by Rector PROGRAMME SPECIFIC: Housing Welcome by programme Financial matters Alumni Practical tips & tricks Last preparations Get a glimpse of the campus Can’t wait to start? Meet fellow students Webinar Mentor mail Grading system

×