Developing and implementing a global marketing plan

1. ICEF North America Workshop
Miami December 2013"
www.intead.com"
1
Today’s Schedule"
Registration & Breakfast! 8:30 – 9:00!
Welcome/Introductions" 9:00 – 9:15"
• SESSION 1: Auditing internal capabilities, developing
strategy, identifying useful data, aligning strategy and plans"
9:15 – 10:10"
• SESSION 2: Choosing Int’l Markets" 10:10 – 10:30"
Coffee Break! 10:30 – 10:45!
• SESSION 3: Working effectively with agents" 10:45 – 11:00"
• SESSION 4: Developing and implementing a global
marketing plan"
11:00 – 12:45"
Q & A / Group wrap up discussion (workshop ends)" 12:45 – 13:00"
"
Presenter Discussions (as requested)" 13:00 – 14:00"

2. ICEF North America Workshop
Miami December 2013"
www.intead.com"
2
Michael Waxman-Lenz | President & CEO"
International Education Advantage, LLC"
Ben Waxman | Chief Operating Officer!
International Education Advantage, LLC"
Global Student Recrui4ng
Developing & Implemen4ng
a Global Marke4ng Plan"
Presented at "
North America Workshop
Miami – December 2014

3. § Who is here and what are they doing?"
We all feel like we could be doing better with digital.
"
§ Why do we think what we think?"
Digital really is important. Here’s why.
"
§ How do we implement?"
An analysis of the platform and channel options
and how to use them"
Implemen4ng A Holis4c Approach

4. ICEF North America Workshop
Miami December 2013"
www.intead.com"
4
Who are we?"
"
And what
are we doing?"

5. Social Media Channels Used

6. Email PlaGorm for Bulk Distribu4on

7. Analy4cs Support

8. Holis4c Strategy for Student Recrui4ng

9. Why we think
what we think."

10. Source: We Are Social, 2011"
In Millions"
Mobile Dominance Established in 2011

11. 60 – 85% of those with social media profiles
log onto their social media platforms
EVERY DAY"
Social Media as a Global Phenomenon

12. 22.15!
4.58!
2.04!
0"
5"
10"
15"
20"
25"
US! Canada! New Zealand & Australia!
Social Media Inquiries
n=80 Institutions"
Average Response Time / Region (hrs)!

13. Case Western Reserve University
Link
to
Interna,onal
Student,
Conversa,on,
Men,oned
our
post
on
Twi9er
Link
to
interna,onal
admission,
@CWRUAdmission
Response time: Less than 2 hours"
Noticed BOTH Posts "

14. Who is
evaluating us?"

15. Number of Ins4tu4ons Represented
Base: 1118"

16. What the Digital Audits Tell Us

17. www.centennialcollege.ca

18. www.mckenzie.edu

19. www.niagara.edu

20. www.santarosa.edu

21. www.unity.edu/admissions/apply-­‐to-­‐unity

22. Where to start?"
"
Which questions matter?"

23. So, wasn’t this
supposed to be
about implementation?"

24. Hello There Prospect #297

25. It’s about "
process and creativity"

28. SNHU – Lead Capture Form

29. eCornell.com – Prof. Cer4ficates

30. "
"
"
SYSTEMS"
Implementa4on

31. ICEF North America Workshop
Miami December 2013"
www.intead.com"
31
What digital marketing activities do we need? "

32. Digital Content Marke4ng Tools
32"

33. 2 Days!
EMAIL
1
1 Week!
EMAIL
2
EMAIL
3
2 Weeks!
EMAIL
4
1 Month!
Prospect!
CONTACT FORM
Digital Marke4ng Automa4on
What is an inquiry worth?

34. Remember Prospect #297?

35. "
"
"
AUDIENCE
SEGMENTATION"
Implementa4on

36. Student Segments and Mo4va4ons

37. "
"
SEARCH ENGINES"
SEO & PAID SEARCH"
Implementa4on

38. Earned and Paid Media
Paid Media
!
• Advertising (display,
performance based) "
• Paid search "
• Lead purchases"
• Social media paid activities"
Earned Media
!
• Website traffic"
• Blogs"
• SEO "
• Social media activities"
"

39. SEO"
Paid vs. Earned Search Results

40. Earned Media – Linked In

41. Paid Media – Linked In

42. Digital Confusion Takeaways
• Create highly relevant content
that appeals to your target audience
à Drive them to your website"
• Don’t drive them to your homepage!
They should land (landing pages) on pages
with relevant content"
• Earned and paid media feed each other"
!

43. "
"
"
SOCIAL MEDIA TACTICS"
Implementa4on

44. Build Your Own Plan!
Download this sample worksheet
along with a blank planning grid
from our website HERE"
Planning Your Social Media Work

45. § Editorial Policies"
§ Content creation plan"
§ Integrate feeds with collateral"
§ Clear responsibility assignments"
§ Tracking to justify and improve your efforts"
Social Media Implementa4on

46. "
"
"
ANALYTICS"
Implementa4on

47. Analy4cs – Free and Data Rich

48. Analy4cs – Deep Geographic Insights

49. What Google Analytics Tell Us

50. Int’l Alumni – Job Loca4on & Func4on

51. Source: "
Education" 48"
Engineering" 20"
Entrepreneurship" 20"
Operations" 18"
Sales" 18"
Consulting" 18"
Media and Communication" 13"
Program and Project
Management"
13"
Research" 12"
Business Development" 12"
Human Resources" 11"
Marketing" 9"
Support" 8"
Finance" 7"
Information Technology" 7"
Arts and Design" 6"
Accounting" 3"
……" ……"
Linked In Data – Job Func4on

52. § College Board"
§ Institute of International Eduation (IIE)"
§ ICEF Monitor"
§ PIE News"
Resources

53. Industry Insights!
Mobile App!
For more information, please contact!
Ben Waxman, COO & co-founder: bwaxman@intead.com!
e-Publications!
For more information, please contact!
Ben Waxman, COO & co-founder: bwaxman@intead.com!
Many Resources on Intead.com

54. "
"
"
Calculating
Cost of Acquisition"
Earned & Paid Media

55. Scenario I" Scenario II"
Email distribution" 10,000" 10,000"
Email open rate" 12%" 7%"
Net views" 1,200" 700"
Click-through to registration" 20%" 20%"
Net registrations/inquiries" 240" 140"
% completing an application" 5%" 5%"
# of completed applications" 12" 7"
% admitted" 50%" 50%"
% of students enrolling" 30%" 30%"
# of students enrolled" 1.8! 1.05!
!
Direct Cost per Enrolled Student
from this EMAIL LIST PURCHASE!
$2,389! $4,095!
Pain Point #2: Calcula4ng Cost of Acquisi4on
TOEFL Email List Purchase: 10,000 Names @ .43/name = $4,300!

56. Scenario I" Scenario II"
Clicks" 1,000" 1,000"
Registration % (from landing pg)" 12%" 12%"
Registration #" 120" 120"
Response to follow up
communication"
50%" 80%"
Net registration/inquiries" 60" 96"
% completing an application" 20%" 20%"
# of completed applications" 12" 19.2"
% of students admitted" 50%" 50%"
# of students admitted" 6" 9.6"
% of students enrolling" 30%" 30%"
# of students enrolled" 1.80! 2.88!
!
Direct Cost per Enrolled Student
from this PAID SEARCH – PPC
PURCHASE"
$694" $434!
Pay Per Click Calcula4ons
PPC Purchase: 1,000 clicks @ $1.25/click = $1,250!