Commercial Director Ben Billing on Personalising Experiences & Capturing Data in Recruitment Marketing
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This document outlines strategies for universities to improve student recruitment through personalized digital marketing. It discusses capturing student data at every stage of the recruitment process, from initial searches to alumni engagement. Key stages include open days, applications, and onboarding. Qualifying leads and reusing captured data across campaigns is emphasized over traditional media buying. The presentation recommends tactics like open day registration encouraging applications and using the data for market research.
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Commercial Director Ben Billing on Personalising Experiences & Capturing Data in Recruitment Marketing
- 1. Ben Billing Commercial Director netnatives.com/HE twitter.com/netnatives Social and Digital Marketing Agency with a Purpose
- 3. THINGS WE’LL COVER… 1. Personalising every customers experience 2. Capture data everywhere & every time 2. Qualifying your leads properly 4. Measure and influence your recruitment marketing outcomes - ROI netnatives.com/HE twitter.com/netnatives
- 4. WE PUT OUTCOMES ABOVE EVERYTHING. NOT THE PLATFORMS, NEVER THE CLICKS netnatives.com/HE twitter.com/netnatives
- 5. 5
- 6. Traditional Media Buying Your Ad netnatives.com/HE twitter.com/netnatives
- 11. 01. BEFORE THEY SEARCH 02. WHEN THEY SEARCH 03. AFTER THEY SEARCH 04. APPLICATION 08. ALUMNI 07. ONBOARDING & FURTHER ENGAGMENT 06. LATE ENROLMENT/ CLEARING/ ADJUSTMENT 05. ENGAGEMENT & CONVERSION 8 STAGES netnatives.com/HE twitter.com/netnatives
- 12. IT’S JUST QUESTIONS… netnatives.com/HE twitter.com/netnatives
- 13. “OPEN DAYS IMPROVE STUDENT PERCEPTION FOR 1 IN 2 STUDENTS.” YouthSight | 2013 netnatives.com/HE twitter.com/netnatives
- 14. 740,000 Open Day searches in September 2013 11.2 million Open Day searches Aug2012 – Jul-2014 400,000 Average Open Day searches per month netnatives.com/HE twitter.com/netnatives
- 15. EDINBURGH VS GLASGOW 25,000 open day searches VS 30,000 open day searches (Sept-Dec 2013) 110,000 university searches VS 93,000 university searches (Sept-Dec 2013) netnatives.com/HE twitter.com/netnatives
- 16. WHAT ABOUT THOSE WHO DON’T SEARCH FOR OPEN DAYS? netnatives.com/HE twitter.com/netnatives
- 17. “DATA IS A PRECIOUS THING AND WILL LAST LONGER THAN THE SYSTEMS THEMSELVES.” Tim Berners-Lee netnatives.com/HE twitter.com/netnatives
- 18. CAPTURE DATA EVERYWHERE netnatives.com/HE twitter.com/netnatives
- 20. WHAT’S IN IT FOR ME? netnatives.com/HE twitter.com/netnatives
- 21. QUALIFYING THE STAGES… netnatives.com/HE twitter.com/netnatives
- 22. KEEP WARM STRATEGIES… netnatives.com/HE twitter.com/netnatives
- 23. RECYCLING OF DATA… netnatives.com/HE twitter.com/netnatives
- 24. Increase in 74% UG ApplicaHons Increase in 35% PG ApplicaHons • RECRUIT NIGERIAN STUDENTS IN THE UK FOR PG • RECRUIT NIGERIAN STUDENTS -‐ PG & UG COURSES • NATIVE LANDING PAGES (OPTIMISED FOR ALL DEVICES) • LIVE Q&A 2,000 SOCIAL ACTIONS 3,500 ENQUIRIES NEW FACEBOOK FANS 1,244 netnatives.com/HE twitter.com/netnatives
- 25. TIPS & TAKEAWAYS - CAMPAIGN TO GET UNDERGRADS TO CHANGE FACEBOOK PROFILES - CAPTURE DATA EVERYWHERE - THINK ABOUT QUESTIONS (ANSWERING AND POSING) - REUSE YOUR DATA - QUALIFICATION IN COPY + TESTING - ENCOURAGE APPLICATIONS AT OPEN DAY REGISTRATION AND USE FOR MARKET RESEARCH netnatives.com/HE twitter.com/netnatives
- 27. THANK YOU FOR LISTENING.! Ben Billing | ben@netnatives.com 01273 783 847 ! QUESTIONS?! netnatives.com/HE twitter.com/netnatives