Sommet Education creates a special digital customer journey just for millienials. This audience consumes massive amounts of information from many sources and media outlets on a daily basis and the marketing program addresses this situation. In this presentation, Yves-Alain Schwaar will reveal how the brand works to create brand engagement across multiple touchpoints to overcome their short attention spans.

1. Digital customer
journey for millennials
ADAPTING TO A NEW GENERATION
Yves-Alain Schwaar 7.02.2018

2. Our institutions can take you anywhere
SEVEN CAMPUSES – THREE CONTINENTS
About
United States
CHICAGO
Spain
MARBELLA
Switzerland
BLUCHE, GLION & BULLE
United Kingdom
LONDON
China
SHANGHAI

3. Top
Accredited
Institutions
About
New England Associations of
Schools and Colleges
Other prestigious institutions accredited by NEASC

4. h
Sommet Education is the only
private Hospitality Education
group with more than one
institution in the top 20*
GLION & LES ROCHES
SWITZERLAND AMONG THE
Top 5 Worldwide
FOR EMPLOYER REPUTATION*
LES ROCHES AMONG THE
Top 5 Worldwide
FOR ACADEMIC REPUTATION*
GLION AWARDED
Best Innovation
IN AN EDUCATIONAL PROGRAM 2016**
Top-ranked
Institutions
About
*QS World University Rankings by subject 2017, for universities that specialize in Hospitality & Leisure management
** Worldwide Hospitality Awards 2016

5. ALUMNI
A NETWORK FOR LIFE
Key facts
Two global Alumni associations
25’000
ALUMNI BETWEEN BOTH
ASSOCIATIONS
65%
IN MANAGEMENT OR
EXECUTIVE POSITIONS
+50
INDUSTRIES HIRE OUR ALUMNI
130
COUNTRIES REPRESENTED

6. Glion.edu launch reporting
Period 22.12 – 21.01 vs py
Digital leads
741 Dec 17
vs
674 Dec 16
Goldfish 9 sec.

7. Millenials 8 sec.

8. Readers are no longer confined to the folds of a single newspaper. Instead, they are
inundated with content on Facebook, Twitter, instagram, e-mails.

9. 400 Hours uploaded every minute / 70% on mobile /40 min
sessions / 1.5 Billion monthly users

10. “like” over 4.2 billion posts per day / 32 minutes a day on the
platform / 95 million posts per day

12. Live for the experience – not the ownership

14. ?

15. Mapping the customer journey

16. Non linear
Customer journeys
3-18 months
Many stakeholders
involved

17. Maximize your
screen share

18. Connect emotionally
or they will move on

19. Right content in the right context
https://www.youtube.com/watch?v=FjtMSMm32XIConversion
Create your
Story journeys

20. Right content in the right context
Awareness building

21. NATIVE
ADS
DISPLAY
ADS
VIDEO SM
SEA
SEO
E-MAIL
Get your tactics right
APP WEBSITE

22. Early stage
Late stage
Contact
Marketing
stages
Salesforce (SFDC)
stages
Interest
CI
AFP
Applied
Admitted
P-E
EN
Student
Anonymous
stage
Fill
form
Student decision
process stages
Research & Listen
Compare
Compare & Apply
Arrive
Mid stage
Apply
Importance of parents’ influence
closer to application : provide
information targeted to them via
website/email campaign/webinar
Opportunity
stages
Map your plan

23. Create journeys

24. Test &
Optimize

25. Thank you
Linkedin.com/in/yschwaar
Yves-alain.schwaar@sommet-
education.com