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Optimize and Integrate International Offline and Online Enrollment Marketing

Michael Waxman-Lenz
Michael Waxman-Lenz
Michael Waxman-LenzChief Financial Officer at American Technion Society

This presentation focuses on the importance of combining online and offline marketing strategies. It includes practical solutions on how to optimize and plan digital marketing strategies. It includes data from the two mystery shopper experiments conducted by Intead. The presentation also highlights the success of the University of Cincinnati in international recruitment.

Optimize and Integrate International Offline and Online Enrollment Marketing

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Regions	
  V	
  and	
  VI	
  
Indianapolis 2013

Optimize	
  and	
  Integrate	
  International	
  
Offline	
  and	
  Online	
  Enrollment	
  Marketing

Lisa	
  Cynamon	
  Mayers,	
  Academic	
  Advisor	
  
Charlie	
  Schwartz,	
  Associate	
  Director	
  
Regions	
  V	
  and	
  VI	
  
Indianapolis 2013
Digital	
  Marketing	
  Implementation	
  as	
  Part	
  of	
  A	
  Holistic	
  
Enrollment	
  Strategy	
  

Our	
  agency,	
  Interna.onal	
  
Educa.on	
  Advantage,	
  
works	
  with	
  clients	
  to	
  
develop	
  a	
  holis.c	
  strategy	
  
to	
  recruit	
  and	
  enroll	
  
interna.onal	
  students.	
  
We	
  use	
  digital	
  tools	
  to	
  
build	
  rela.onships	
  from	
  a	
  
distance.	
  
Regions	
  V	
  and	
  VI	
  
Indianapolis 2013

While	
  it	
  may	
  seem	
  that	
  you	
  are	
  a@emp.ng	
  to	
  recruit	
  this	
  vast	
  group	
  of	
  students,	
  you	
  are	
  
actually	
  targe.ng	
  specific	
  students,	
  like	
  this	
  young	
  man.	
  Your	
  digital	
  plaCorm	
  helps	
  you	
  tell	
  the	
  
world	
  what	
  you	
  are	
  really	
  good	
  at	
  –	
  which	
  is	
  what	
  differen.a.on	
  is	
  all	
  about.	
  Explaining	
  why	
  
you	
  are	
  be@er	
  than	
  others	
  at	
  something.	
  Explaining	
  why	
  students	
  should	
  choose	
  you.	
  
Regions	
  V	
  and	
  VI	
  
Indianapolis 2013
ü  Product	
  development:	
  
Do	
  you	
  have	
  content	
  
that	
  is	
  unique	
  and	
  
a@rac.ve?	
  	
  
ü  Delivery	
  Method:	
  Can	
  
you	
  produce	
  and	
  
disseminate	
  the	
  
content	
  yourself	
  or	
  do	
  
you	
  need	
  help?	
  	
  
ü  Analy.cs:	
  	
  Will	
  you	
  
use	
  analy.cs	
  to	
  
con.nually	
  improve	
  
your	
  offering?	
  	
  
Regions	
  V	
  and	
  VI	
  
Indianapolis 2013

Digital marketing requires 	

creativity, process and analytics. 	


We	
  op.mize	
  ac.vi.es	
  to	
  
con.nuously	
  improve.	
  
Regions	
  V	
  and	
  VI	
  
Indianapolis 2013

The	
  Source	
  of	
  Our	
  Headaches:	
  

The	
  Proliferation	
  of	
  Marketing	
  Channels	
  
•  Challenge of managing multiple digital channels in various countries
•  Your Website is the foundation upon which you build
•  Deploy your digital marketing direct marketing skills & your creative skills
•  Segmentation is powerful (regional, demographics, psychographic)
•  Relevant, engaging, authentic content
Ad

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Optimize and Integrate International Offline and Online Enrollment Marketing

  • 1. Regions  V  and  VI   Indianapolis 2013 Optimize  and  Integrate  International   Offline  and  Online  Enrollment  Marketing Lisa  Cynamon  Mayers,  Academic  Advisor   Charlie  Schwartz,  Associate  Director  
  • 2. Regions  V  and  VI   Indianapolis 2013 Digital  Marketing  Implementation  as  Part  of  A  Holistic   Enrollment  Strategy   Our  agency,  Interna.onal   Educa.on  Advantage,   works  with  clients  to   develop  a  holis.c  strategy   to  recruit  and  enroll   interna.onal  students.   We  use  digital  tools  to   build  rela.onships  from  a   distance.  
  • 3. Regions  V  and  VI   Indianapolis 2013 While  it  may  seem  that  you  are  a@emp.ng  to  recruit  this  vast  group  of  students,  you  are   actually  targe.ng  specific  students,  like  this  young  man.  Your  digital  plaCorm  helps  you  tell  the   world  what  you  are  really  good  at  –  which  is  what  differen.a.on  is  all  about.  Explaining  why   you  are  be@er  than  others  at  something.  Explaining  why  students  should  choose  you.  
  • 4. Regions  V  and  VI   Indianapolis 2013 ü  Product  development:   Do  you  have  content   that  is  unique  and   a@rac.ve?     ü  Delivery  Method:  Can   you  produce  and   disseminate  the   content  yourself  or  do   you  need  help?     ü  Analy.cs:    Will  you   use  analy.cs  to   con.nually  improve   your  offering?    
  • 5. Regions  V  and  VI   Indianapolis 2013 Digital marketing requires creativity, process and analytics. We  op.mize  ac.vi.es  to   con.nuously  improve.  
  • 6. Regions  V  and  VI   Indianapolis 2013 The  Source  of  Our  Headaches:   The  Proliferation  of  Marketing  Channels   •  Challenge of managing multiple digital channels in various countries •  Your Website is the foundation upon which you build •  Deploy your digital marketing direct marketing skills & your creative skills •  Segmentation is powerful (regional, demographics, psychographic) •  Relevant, engaging, authentic content
  • 7. Regions  V  and  VI   Indianapolis 2013 Original, creative content, brand building and recognition, and thoughtful analytics will allow you to better reach this student, and others like him.
  • 8. Regions  V  and  VI   Indianapolis 2013 Fall  2013:We  sent  an  email  inquiry  to  60  US,  Canadian  and  Australian  universi.es  reques.ng   informa.on  as  a  prospec.ve  Chinese  student.  The  response  (or  lack  there  of)  was  surprising.  
  • 9. Regions  V  and  VI   Indianapolis 2013
  • 10. Regions  V  and  VI   Indianapolis 2013 These  were  the   universi.es  that   par.cularly   impressed  us   with  their  ability   to  recruit  Chinese   students.  
  • 11. Regions  V  and  VI   Indianapolis 2013 Exemplary  Institutions   Chinese Language Documents
  • 12. Regions  V  and  VI   Indianapolis 2013 Spring  2013:We  sent  an  email  inquiry  to  30+  US,  Canadian  and  Australian  universi.es   reques.ng  informa.on  as  a  prospec.ve  Chinese  student.  The  response  (or  lack  there  of)  was   surprising.  
  • 13. Regions  V  and  VI   Indianapolis 2013 Exemplary  Institutions   Chinese Language Documents
  • 14. University of Cincinnati Charlie Schwartz, Associate Director 14
  • 15. UC Overview The University •  Students   •  42,000  students   •  2,900  interna.onal   •  Predominately  Ohio   students     •  Rankings   •  Top  25  Public  Research   University   •  Experien.al  Learning   •  Programs   •  300  undergrad  programs   and  200  grad  programs   •  Design,  Engineering,   Business,  Health   Sciences,  etc.   15
  • 16. UC Overview Internationalization •  Goals   •  Current    6%   interna.onal   •  Goal  8%  interna.onal   •  University Investment   •  Increased  staffing   •  4  Overseas  Staff   •  Scholarship   •  $1.2  million  awarded   •  ELS  Center   •  Agent  Model   •  International Undergrads   •  2007  250   •  2013  1,053   16
  • 17. Find Your Prospects 17 Source: photosundari.wordpress.com
  • 18. Find Your Prospects In Person   •  Travel -­‐  Overseas     -­‐  Tours   -­‐  Independent   -­‐  Group   -­‐  Domes.c   -­‐  -­‐  -­‐  -­‐  Community  Colleges   Boarding  Schools   English  Language  Schools   4-­‐year  Only  Ins.tu.ons   (grad)   -­‐  Faculty/Staff/Students   -­‐  Travel  Grants   -­‐  Study  Abroad   -­‐  Interna.onal  Faculty   •  -­‐  -­‐  -­‐  Print  Materials   Lots  of  vendors   Handouts   Mail??   18
  • 19. Find Your Prospects Digitally -­‐  Name  Buys   -­‐  -­‐  -­‐  -­‐  SAT   ACT   TOEFL   Others?   -­‐  Virtual  College   Fairs   -­‐  Hobsons   -­‐  College  Week  Live   -­‐  Educa.onUSA   -­‐  Adver.sing   -­‐  Google  Ads   -­‐  Third-­‐party  sites   19
  • 20. Connect with Your Prospects Source: pokernave.com 20
  • 21. Connect with Your Prospects In Person •  This  can  get  a   li@le  tricky…   -­‐  Travel   -­‐  Really?       -­‐  How  much  is  too   much?   -­‐  In-­‐Country   Representa.on   -­‐  -­‐  -­‐  -­‐  In-­‐country  staff   Agents   Educa.onUSA   Counselors   -­‐  Anything  else??   21
  • 22. Connect with Your Prospects Digitally • Keep  It  Simple,  Stupid!   mkblog.mk-magazine.com 22
  • 23. Connect with Your Prospects Digitally •  This  can  (also)  get   a  li@le  tricky…   -­‐  KISS!   -­‐  Keep  It  Simple,   Stupid!   -­‐  Keys   -­‐  Frequency   -­‐  Message   -­‐  Length…    TL;DR   pvx.wikia.com allwelike.com -­‐  Tools   -­‐  -­‐  -­‐  -­‐  Mass  Emails   Incoming  Emails   Webinars   Skype/Hangouts   Calls   -­‐  Social  Media?   23
  • 25. Build Relationships Curate and Connect Digital  is  a  tool   Find  people   Connect  with  people   Build  rela.onships  with   people   -­‐  Help  people   •  -­‐  -­‐  -­‐  •  No one wants to talk to you!   •  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  They  want  to  talk  to  …   Current  Students   Alumni   Professors   Parents   Coaches   Business  Execs.   25
  • 26. Regions  V  and  VI   Indianapolis 2013 What  digital  marketing  activities  do  we  need?     There  isn’t  a  perfect,  magical  formula  for  all  ins.tu.ons  to  use.  There  are   many  building  blocks  to  success.  
  • 27. Regions  V  and  VI   Indianapolis 2013 Different  Platforms  Rule  in  Different  Countries  
  • 28. Regions  V  and  VI   Indianapolis 2013 LinkedIn  is  A  (neglected)  Social  Network     •  >  200  million  worldwide  users   •  Large  penetration  among   professional     •  Your  Alumni  (domestically  and   internationally)     •  Parents   •  Students  will  be  coming  soon….     E-­‐book  available  on   www.intead.com  
  • 29. “ Regions  V  and  VI   Indianapolis 2013 Latest  News  as  of  September  12th   •  Linked  In  is  focusing  on  universities  and  students   •  Launch  of  University  Pages   “We  believe  University  Pages  will  be  especially  valuable  for  students  making  their   first,  big  decision  about  where  to  attend  college.  Therefore,  beginning  on   September  12,  we  will  be  making  LinkedIn  available  to  high  school  students*  who   can  use  LinkedIn  to  explore  schools  worldwide,  greatly  expand  their  understanding   of  the  careers  available,  and  get  a  head  start  on  building  a  network  for  family  and   friends  to  help  guide  them  at  every  milestone.”   ”
  • 30. Regions  V  and  VI   Indianapolis 2013 University  Page  Example     •  Need  to  coordinate  university   publishing  activities   •   Alumni  Relations     •  Domestic  and  International   Admissions       •  Career  services     We  will  have  to  see  the  effect  LinkedIn   University  Pages  will  have  on  interna.onal   student  recruitment.  This  is  a  good  example  of   new  tools  con.nually  entering  the  market.  
  • 31. Regions  V  and  VI   Indianapolis 2013 Universities  are  Publishers       •  Need  to  coordinate   university  publishing   activities     •  How  to  manage  the   process   •  More  and  more  tools   are  available  
  • 32. Regions  V  and  VI   Indianapolis 2013 Advanced  digital   marke.ng  allows  for:   Automa'on   Personaliza'on     Segmenta'on  
  • 33. Regions  V  and  VI   Indianapolis 2013 Lisa  Cynamon  Mayers   lisa@intead.com     Thank  You   www.intead.com   Charlie  Schwartz   schwarcs@ucmail.uc.edu   www.uc.edu