This document summarizes international student recruitment marketing channels and optimizing ROI across the student lifecycle. It discusses 7 stages of the student lifecycle from awareness to enrollment. For each stage, it outlines relevant marketing channels and tools for tracking and optimizing conversion rates, including CRM, landing pages, email marketing, social media, and application systems. The goal is to integrate channels and increase conversion rates at each stage of the lifecycle.
2. Student Lifecycle
We can skin the cat different ways
See the whole picture rather than individual
Event > Result
Marketing Channels
International Student Recruitment
No only digital but also offline
3. 1. Awareness
Starts when prospective students do not
even know about the existence of an
education provider, it can also be that the
prospective students knows the brand but
does not know much about it
2. Enquiry / Registration
Students raise their hands and say, I want to find our
more about this course or education providerEnquire now!
Courses
Study this awesome course
Website
Hello!
4. U
1
Hi, thank you for your enquiry about
the Bachelor of….
Course Email
3. Engagement
Starts with the first response and it includes all engagement
until the prospective student is ready to apply
Apply Apply
Apply
4. Application
The student continues on the journey to express
now a clear expression of interest on joining the
education provider
5. Process
6
5. Offer
The student is issued an offer by the education
provider, it might be multiple providers
1 6. Acceptance
The students chooses one of the offers
7. Visa
Once the fees have been met and the offer has
been accepted the education provides issues an
eCoE and the students applies for a student visa
8. Enrolment
The student enrolls with the education provider and
meets full-time criteria past census date
7. CRM
• Hobsons for all countries but Pakistan
• Pakistan with Zoho CRM
• Pakistani student
• Marketing Automation
8. 1. Awareness
Websites
Articles,
listings,
banners
Social Media
Facebook, Linkedin,
Twitter, Youtube.
(paid and organic)
Search
Engines
Google, Bing, Yahoo.
(paid and organic)
Traditional
Media
Newspapers, Radio,
Billboard, Flyers, TV
Word of
mouth and
Below the
line BTL
Referrals,
Recommendations
Sales
Telemarketing,
personal selling
9. 2. Enquiry / Registration
UTAS
Walk in
Going to office
Phone Call
Inbound or voicemail
Email
intl.study@utas.edu.au
Social Media
Message or comment
Event
Online or offline attendance
Web Form
What you need to know
10. Tracking & Optimising
Search Engine Optimisation (SEO) &
Analytics
Short URLs
Event Tablet Apps
Landing Pages & Forms
11. Landing Pages & Forms
Branded URL
Hobsons API
Event registrations & Enquiries
A/B Testing
Duplicate
Unique landing pages per medium
Connect with Zoho CRM
Embed Hobsons HTML form
Unique Source value
Date of Birth field
12. Event Tablet App
Powered by Mailchimp
Chimpadeedoo
Free
Works offline
Our form values
Android and iOS
Our brand
Our copy
Sync with CRM via Cazoomi
13. Search Engine Optimisation
SEO
Actionable Report
Spelling Mistakes
Speed – Images, etc.
Broken Links
Content Keywords
Accessibility
Connects to your social media
Errors
14. www.utas.edu.au/facebook
Short URL’s
1
Google URL Builder Connect offline marketing with web to measure results
Branded short URL
Domai.nr
Pep.si
Goog.le
Goto.mq
Source: Facebook
Medium: CPC
Name: MBA UTAS
15. Email
Marketing
1
Enquiry response
Pre-event marketing
Post-event marketing
Lead nurturing
Notifications
Content
Marketing
2
Blog
Education Provider
Level of Study
Nationality
Destination
Video
Events
3
Offline events
Kiosk app
Online events
Webinars
Telemarketing
4
Inbound
SMS
Outbound
Voicemail
3. Engagement
17. Tracking & Optimising
Conference Software (Webinars &
Meetings)
Landing Pages
Online Application Software
Social Media Marketing
Email Marketing Software
18. Email Marketing Software
Zoho Campaigns
Workflow
1. Conditions based on behaviour
2. Time based conditions
3. Field update conditions
Easy to use
Emails recorded per contact
Connected to CRM
23. Online Application System (OAS)
Apply Apply
Apply
StudyLink Connect
1500 Agents
Over 40 universities and colleges
USA, Australia, UK
Turn-around improvement
Status change real time transparency
Course database access
I am not referring to recruitment channels, e.g. diect, agents, etc. This is about the marketing media mix, from digital to offline and specific examples.
Facebook has 1.44 billion users, grew by 187 million users in 12 months from May 2014 to May 2015. that is half a million people per day.
Lead nurturing
A CRM is the system that will allow you to see the whole future student lifecycle in one place at once.
Very normal for organisations to have a CRM or system to look at just one or two stages.
It has become more and more relevant to make sure you look after initial stages as well, specially now that you can measure more accurately your marketing.
Use example of flyer distribution and waiting for calls, now we can measure how many calls came from an ad.
Human and technology
Why events are not in the awareness stage? Because for anyone to find out about an event, they would have been made aware by any of the options above before, even “walk in” means they saw a sign.
Can you manage all enquiry channels via CRM? Most you can.
Landing page here can be also a blog post
Facebook custom audiences, feeding enquiry data to encourage application (based on courses).