New Tactics for
Recruitment Marketing
Ken Steele
Senior Vice-President,
Education Marketing
SEMM Forum
Nov 2010 | Halifax
Possible Discussion Topics
1. Shock & Awe
2. Abortive
Campaigns
3. Guarantees
4. Music Videos
5. Brand Theory
6. Collabora...
Shock & Awe
Ken Steele | Emerging Trends 2009
Copyright ©2009 Academica Group Inc.
Emerging Trends in Canadian PSE
Ken Steele | Copyright ©2008 Academica Group Inc.
St George TTC Station | Mar 2004
Emerging Trends in Canadian PSE
Ken Steele | Copyright ©2008 Academica Group Inc.
Yonge/Bloor TTC Station
March 2009
150 s...
Colleges Ontario OBAY | Feb 2008 | 3:42
Emerging Trends in Canadian PSE
Ken Steele | Copyright ©2008 Academica Group Inc.
Ken Steele | Emerging Trends 2009
Copyright ©2009 Academica Group Inc.
Ken Steele | Emerging Trends 2009
Copyright ©2009 Academica Group Inc.
Ken Steele | Emerging Trends 2009
Copyright ©2009 Academica Group Inc.
Lethbridge College New’d | 2007 | :20
Lethbridge College New’d | 2007
Kaplan U Your Time | 2008 | :60
Abortive Campaigns
Ken Steele | Emerging Trends 2009
Copyright ©2009 Academica Group Inc.
August 2006
Education New Zealand (Fall 2007)
Drake University, Des Moines Iowa
August 2010
Academica’s Top Ten | Sep 2010
Drake University, Des Moines Iowa
August 2010
Academica’s Top Ten | Sep 2010
Drake University, Des Moines Iowa
August 2010
Academica’s Top Ten | Sep 2010
Drake University, Des Moines Iowa
August 2010
Academica’s Top Ten | Sep 2010
Drake University, Des Moines Iowa
August 2010
Academica’s Top Ten | Sep 2010
Drake University, Des Moines Iowa
August 2010
Academica’s Top Ten | Sep 2010
D+ Backlash
 Drake “asked for edgy
and out of the box”
 Ridiculed on advertising
blogs The Awl and
AdWeek
 Students and...
Drake D+ Campaign
 Campus visits +23%
 Inquiries +66%
 Is it a strategy to
launch a controversial
campaign and then
qui...
Guarantees
Ken Steele | Emerging Trends 2009
Copyright ©2009 Academica Group Inc.
Access Guarantees
Ken Steele | Emerging Trends 2009
Copyright ©2009 Academica Group Inc.
Residence Guarantee
Ken Steele | Emerging Trends 2009
Copyright ©2009 Academica Group Inc.
Scholarship Guarantee
Ken Steele | Emerging Trends 2009
Copyright ©2009 Academica Group Inc.
Academica’s Top Ten | Sep 2008
uCalgary offered a 4-year graduation
guarantee
Ken Steele | Emerging Trends 2009
Copyright ©2009 Academica Group Inc.
Acad...
Ken Steele | Emerging Trends 2009
Copyright ©2009 Academica Group Inc.
Academica’s Top Ten | Sep 2009
UR Guarantee
 The UR Guarantee is a promise to
students who engage in career
exploration and preparation, student
success...
 Kaplan launches “Kaplan
Commitment”
 Enrol for several weeks
before making a financial
commitment
 Assessments to dete...
Music Videos
Ken Steele | Emerging Trends 2009
Copyright ©2009 Academica Group Inc.
2009 | Emily Rowe for USC
Emily Rowe Campaign for USC
 Elected USC President
 20,000 views on YouTube
 8,000 hits in 2 weeks
 37% increase in vo...
Music Videos
Ken Steele | Emerging Trends 2009
Copyright ©2009 Academica Group Inc.
Ken Steele | Emerging Trends 2009
Copyright ©2009 Academica Group Inc.
Ken Steele | Emerging Trends 2009
Copyright ©2009 Academica Group Inc.
Ken Steele | Emerging Trends 2009
Copyright ©2009 A...
Yale University | Jan 2010
Yale University | Jan 2010
U of Delaware | Apr 2010
U of Delaware | Apr 2010
Campus Saint-Jean, AB
Academica’s Top Ten | Feb 2010
Brock U
Academica’s Top Ten | Mar 2010
Dalhouse SU | Aug 2010
Party in the MTA | Sep 2010
Emerging Trends in Canadian PSE
Ken Steele | Copyright ©2008 Academica Group Inc.
These and hundreds more videos at
www.Yo...
Branding
Ken Steele | Emerging Trends 2009
Copyright ©2009 Academica Group Inc.
Rebranding
Ken Steele | Emerging Trends 2010
Copyright ©2010 Academica Group Inc.
Rebranding
Ken Steele | Emerging Trends 2010
Copyright ©2010 Academica Group Inc.
Rebranding
Ken Steele | Emerging Trends 2010
Copyright ©2010 Academica Group Inc.
Rebranding
Ken Steele | Emerging Trends 2010
Copyright ©2010 Academica Group Inc.
Rebranding
Ken Steele | Emerging Trends 2010
Copyright ©2010 Academica Group Inc.
Rebranding
Ken Steele | Emerging Trends 2010
Copyright ©2010 Academica Group Inc.
Rebranding
Ken Steele | Emerging Trends 2010
Copyright ©2010 Academica Group Inc.
Rebranding
Ken Steele | Emerging Trends 2010
Copyright ©2010 Academica Group Inc.
Rebranding
Ken Steele | Emerging Trends 2010
Copyright ©2010 Academica Group Inc.
“Canadians have trouble making
hard choices that involve explicit
differentiation of missions and
mandates.”
— David Naylo...
Positioning Challenges
 Universities are reluctant to stand for
something concrete, focused, specific
 They all stand fo...
Academica Group Capabilities Presentation
Copyright ©2008 Academica Group Inc.
Ontario Colleges Applied Degrees:
Brand Str...
“The essence of
positioning is
sacrifice.”
- Al Ries & Jack Trout
Positioning: The Battle for Your Mind.
The 3 C’s of Branding
Ken Steele | Emerging Trends 2011
Copyright ©2010 Ken Steele
Positioning Challenges
 If you try to stand for everything,
you in fact stand for nothing
 Successful positioning:
“own ...
Brand Mapping Grid
Competitor 1
Competitor 2
Competitor 3
Competitor 4
Competitor 5
Competitor 7
Your School
Competitor 6
...
UCAS™ Applicant Study
Copyright ©2008 Academica Group Inc.
Push/Pull
Institution-specific
comparisons only in
the Competit...
Brand Mapping
Emerging Trends in Canadian PSE
Copyright ©2008 Academica Group Inc.
Excellence
Social
Affordable
TraditionI...
Academica Group Capabilities Presentation
Copyright ©2008 Academica Group Inc.
Competitor 1
Competitor 2
Competitor 3
Comp...
Ken Steele | Emerging Trends 2011
Copyright ©2010 Academica Group Inc.
Emily Carr U | Mar 2009
Ken Steele | Emerging Trends 2009
Copyright ©2009 Academica Group Inc.
Academica’s Top Ten | Jul 2009
Ken Steele | Emerging Trends 2009
Copyright ©2009 Academica Group Inc.
Ken Steele | Emerging Trends 2009
Copyright ©2009 Academica Group Inc.
Parody Photos
Ken Steele | Emerging Trends 2009
Copyright ©2009 Academica Group Inc.
Ken Steele | Emerging Trends 2009
Copyright ©2009 Academica Group Inc.
Ken Steele | Emerging Trends 2009
Copyright ©2009 Academica Group Inc.
Ken Steele | Emerging Trends 2009
Copyright ©2009 Academica Group Inc.
Ken Steele | Emerging Trends 2009
Copyright ©2009 Academica Group Inc.
Ken Steele | Emerging Trends 2009
Copyright ©2009 Academica Group Inc.
Ken Steele | Emerging Trends 2009
Copyright ©2009 Academica Group Inc.
Ken Steele | Emerging Trends 2009
Copyright ©2009 Academica Group Inc.
Ken Steele
www.academica.ca
New Tactics for Recruitment Marketing - SEMM Forum 2010
New Tactics for Recruitment Marketing - SEMM Forum 2010
New Tactics for Recruitment Marketing - SEMM Forum 2010
New Tactics for Recruitment Marketing - SEMM Forum 2010
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New Tactics for Recruitment Marketing - SEMM Forum 2010

  1. 1. New Tactics for Recruitment Marketing Ken Steele Senior Vice-President, Education Marketing SEMM Forum Nov 2010 | Halifax
  2. 2. Possible Discussion Topics 1. Shock & Awe 2. Abortive Campaigns 3. Guarantees 4. Music Videos 5. Brand Theory 6. Collaboration 7. Contests 8. Personalization 9. Geolocation 10. Virtual Tours and Fairs 11. Social Media 12. Facebook 13. Twitter 14. YouTube Emerging Trends in Canadian PSE Ken Steele | Copyright ©2010 Academica Group Inc.
  3. 3. Shock & Awe Ken Steele | Emerging Trends 2009 Copyright ©2009 Academica Group Inc.
  4. 4. Emerging Trends in Canadian PSE Ken Steele | Copyright ©2008 Academica Group Inc. St George TTC Station | Mar 2004
  5. 5. Emerging Trends in Canadian PSE Ken Steele | Copyright ©2008 Academica Group Inc. Yonge/Bloor TTC Station March 2009 150 station posters 6 backlit posters 2 sets of stair-raisers 22 turnstile wraps 4 fare booth wraps Wall graphics “For the cost of 4 pages in a daily newspaper” Yonge & Bloor TTC | Mar 2009
  6. 6. Colleges Ontario OBAY | Feb 2008 | 3:42
  7. 7. Emerging Trends in Canadian PSE Ken Steele | Copyright ©2008 Academica Group Inc.
  8. 8. Ken Steele | Emerging Trends 2009 Copyright ©2009 Academica Group Inc.
  9. 9. Ken Steele | Emerging Trends 2009 Copyright ©2009 Academica Group Inc.
  10. 10. Ken Steele | Emerging Trends 2009 Copyright ©2009 Academica Group Inc.
  11. 11. Lethbridge College New’d | 2007 | :20
  12. 12. Lethbridge College New’d | 2007
  13. 13. Kaplan U Your Time | 2008 | :60
  14. 14. Abortive Campaigns Ken Steele | Emerging Trends 2009 Copyright ©2009 Academica Group Inc.
  15. 15. August 2006
  16. 16. Education New Zealand (Fall 2007)
  17. 17. Drake University, Des Moines Iowa August 2010 Academica’s Top Ten | Sep 2010
  18. 18. Drake University, Des Moines Iowa August 2010 Academica’s Top Ten | Sep 2010
  19. 19. Drake University, Des Moines Iowa August 2010 Academica’s Top Ten | Sep 2010
  20. 20. Drake University, Des Moines Iowa August 2010 Academica’s Top Ten | Sep 2010
  21. 21. Drake University, Des Moines Iowa August 2010 Academica’s Top Ten | Sep 2010
  22. 22. Drake University, Des Moines Iowa August 2010 Academica’s Top Ten | Sep 2010
  23. 23. D+ Backlash  Drake “asked for edgy and out of the box”  Ridiculed on advertising blogs The Awl and AdWeek  Students and Alumni complaints  Apology and explanation emails to faculty and staff  “D+ Student” T-Shirts for sale  By the 2nd week of “D+gate” Drake removed the symbol from the website  “We are an educational institution and we learn from our experiences” - Drake president David Maxwell Eric Gorski, “Will Edgier College Marketing Get a Failing Grade?” for Associated Press. Oct 2010. Academica’s Top Ten | Sep 2010
  24. 24. Drake D+ Campaign  Campus visits +23%  Inquiries +66%  Is it a strategy to launch a controversial campaign and then quietly yank it two weeks later?  Does it matter if it generates results? Eric Gorski, “Will Edgier College Marketing Get a Failing Grade?” for Associated Press. Oct 2010. Academica’s Top Ten | Sep 2010
  25. 25. Guarantees Ken Steele | Emerging Trends 2009 Copyright ©2009 Academica Group Inc.
  26. 26. Access Guarantees Ken Steele | Emerging Trends 2009 Copyright ©2009 Academica Group Inc.
  27. 27. Residence Guarantee Ken Steele | Emerging Trends 2009 Copyright ©2009 Academica Group Inc.
  28. 28. Scholarship Guarantee Ken Steele | Emerging Trends 2009 Copyright ©2009 Academica Group Inc. Academica’s Top Ten | Sep 2008
  29. 29. uCalgary offered a 4-year graduation guarantee Ken Steele | Emerging Trends 2009 Copyright ©2009 Academica Group Inc. Academica’s Top Ten | Sep 2008
  30. 30. Ken Steele | Emerging Trends 2009 Copyright ©2009 Academica Group Inc. Academica’s Top Ten | Sep 2009
  31. 31. UR Guarantee  The UR Guarantee is a promise to students who engage in career exploration and preparation, student success support, and leadership and service activities while enrolled that they will be employed within six months of graduation or be eligible for up to thirty hours of additional undergraduate coursework with no cost for tuition. Ken Steele | Emerging Trends 2011 Copyright ©2010 Academica Group Inc.
  32. 32.  Kaplan launches “Kaplan Commitment”  Enrol for several weeks before making a financial commitment  Assessments to determine likelihood of success Ken Steele | Emerging Trends 2009 Copyright ©2009 Academica Group Inc. Academica’s Top Ten | Sep 2010
  33. 33. Music Videos Ken Steele | Emerging Trends 2009 Copyright ©2009 Academica Group Inc.
  34. 34. 2009 | Emily Rowe for USC
  35. 35. Emily Rowe Campaign for USC  Elected USC President  20,000 views on YouTube  8,000 hits in 2 weeks  37% increase in voter turnout Ken Steele | Emerging Trends 2009 Copyright ©2009 Academica Group Inc.
  36. 36. Music Videos Ken Steele | Emerging Trends 2009 Copyright ©2009 Academica Group Inc.
  37. 37. Ken Steele | Emerging Trends 2009 Copyright ©2009 Academica Group Inc.
  38. 38. Ken Steele | Emerging Trends 2009 Copyright ©2009 Academica Group Inc. Ken Steele | Emerging Trends 2009 Copyright ©2009 Academica Group Inc.
  39. 39. Yale University | Jan 2010
  40. 40. Yale University | Jan 2010
  41. 41. U of Delaware | Apr 2010
  42. 42. U of Delaware | Apr 2010
  43. 43. Campus Saint-Jean, AB Academica’s Top Ten | Feb 2010
  44. 44. Brock U Academica’s Top Ten | Mar 2010
  45. 45. Dalhouse SU | Aug 2010
  46. 46. Party in the MTA | Sep 2010
  47. 47. Emerging Trends in Canadian PSE Ken Steele | Copyright ©2008 Academica Group Inc. These and hundreds more videos at www.YouTube.com/AcademicaGroup
  48. 48. Branding Ken Steele | Emerging Trends 2009 Copyright ©2009 Academica Group Inc.
  49. 49. Rebranding Ken Steele | Emerging Trends 2010 Copyright ©2010 Academica Group Inc.
  50. 50. Rebranding Ken Steele | Emerging Trends 2010 Copyright ©2010 Academica Group Inc.
  51. 51. Rebranding Ken Steele | Emerging Trends 2010 Copyright ©2010 Academica Group Inc.
  52. 52. Rebranding Ken Steele | Emerging Trends 2010 Copyright ©2010 Academica Group Inc.
  53. 53. Rebranding Ken Steele | Emerging Trends 2010 Copyright ©2010 Academica Group Inc.
  54. 54. Rebranding Ken Steele | Emerging Trends 2010 Copyright ©2010 Academica Group Inc.
  55. 55. Rebranding Ken Steele | Emerging Trends 2010 Copyright ©2010 Academica Group Inc.
  56. 56. Rebranding Ken Steele | Emerging Trends 2010 Copyright ©2010 Academica Group Inc.
  57. 57. Rebranding Ken Steele | Emerging Trends 2010 Copyright ©2010 Academica Group Inc.
  58. 58. “Canadians have trouble making hard choices that involve explicit differentiation of missions and mandates.” — David Naylor President, University of Toronto Ken Steele | Emerging Trends 2009 Copyright ©2009 Academica Group Inc.
  59. 59. Positioning Challenges  Universities are reluctant to stand for something concrete, focused, specific  They all stand for: • “academic excellence” • “student-centred” • “premier student experience” • “world-class research”
  60. 60. Academica Group Capabilities Presentation Copyright ©2008 Academica Group Inc. Ontario Colleges Applied Degrees: Brand Strategy
  61. 61. “The essence of positioning is sacrifice.” - Al Ries & Jack Trout Positioning: The Battle for Your Mind.
  62. 62. The 3 C’s of Branding Ken Steele | Emerging Trends 2011 Copyright ©2010 Ken Steele
  63. 63. Positioning Challenges  If you try to stand for everything, you in fact stand for nothing  Successful positioning: “own a word in the prospect’s mind”
  64. 64. Brand Mapping Grid Competitor 1 Competitor 2 Competitor 3 Competitor 4 Competitor 5 Competitor 7 Your School Competitor 6 2 3 4 5 2 3 4 5 Student Experience Reputation AcademicReputation Competitor 1 Competitor 2 Competitor 3 Competitor 4 Competitor 5 Competitor 7 Your School Competitor 6
  65. 65. UCAS™ Applicant Study Copyright ©2008 Academica Group Inc. Push/Pull Institution-specific comparisons only in the Competitive Intelligence (Full- Level) report. Push/Pull against an average benchmark of competitors in the standard UCAS™.
  66. 66. Brand Mapping Emerging Trends in Canadian PSE Copyright ©2008 Academica Group Inc. Excellence Social Affordable TraditionInnovation Research Teaching Radar charts
  67. 67. Academica Group Capabilities Presentation Copyright ©2008 Academica Group Inc. Competitor 1 Competitor 2 Competitor 3 Competitor 4 Competitor 5 Competitor 7 Your School Competitor 6 2 3 4 5 2 3 4 5 Student Experience Reputation AcademicReputation Reputation for Student Experience ReputationforAcademicQuality HIGHLOW HIGHLOW ELITEOUTCOME COMMODITY NURTURING CAMPUS ELITEOUTCOME COMMODITY NURTURING CAMPUS Grad School Placements Research Innovation Employment Industry Connections Specific Subjects Scholarships Bursaries Low Tuition Proximity Accessibility Small Size Safety Personal Attention Pastoral Campus Vibrant City Student Experience “Party School” Tradition Academic Excellence PrestigeSelectivity Size
  68. 68. Ken Steele | Emerging Trends 2011 Copyright ©2010 Academica Group Inc. Emily Carr U | Mar 2009
  69. 69. Ken Steele | Emerging Trends 2009 Copyright ©2009 Academica Group Inc. Academica’s Top Ten | Jul 2009
  70. 70. Ken Steele | Emerging Trends 2009 Copyright ©2009 Academica Group Inc.
  71. 71. Ken Steele | Emerging Trends 2009 Copyright ©2009 Academica Group Inc. Parody Photos
  72. 72. Ken Steele | Emerging Trends 2009 Copyright ©2009 Academica Group Inc.
  73. 73. Ken Steele | Emerging Trends 2009 Copyright ©2009 Academica Group Inc.
  74. 74. Ken Steele | Emerging Trends 2009 Copyright ©2009 Academica Group Inc.
  75. 75. Ken Steele | Emerging Trends 2009 Copyright ©2009 Academica Group Inc.
  76. 76. Ken Steele | Emerging Trends 2009 Copyright ©2009 Academica Group Inc.
  77. 77. Ken Steele | Emerging Trends 2009 Copyright ©2009 Academica Group Inc.
  78. 78. Ken Steele | Emerging Trends 2009 Copyright ©2009 Academica Group Inc.
  79. 79. Ken Steele | Emerging Trends 2009 Copyright ©2009 Academica Group Inc.
  80. 80. Ken Steele www.academica.ca

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