Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Know Your Audience: Using Personas to Guide Your Chinese Int'l Marketing Plan

36 views

Published on

Presenters will guide you through the process of creating personas and hand out worksheets to guide your communications plan. Presented with UCLA Extension, Temple University and Sunrise Education.

Published in: Education
  • Be the first to comment

  • Be the first to like this

Know Your Audience: Using Personas to Guide Your Chinese Int'l Marketing Plan

  1. 1. Know Your Chinese Audience: Using personas to guide your marketing. Presented by Sunrise, Temple University, Intead, and UCLA. 9th Annual Conference Dec 6-8, 2017 – Weston, FL Pre Know Your Chinese Audience: Using personas to guide your marketing Gavin Newton-Tanzer Founder and President, Sunrise International Education Jessica Sandberg Director of International Admissions, Temple University Patricia Tozzi Director of Marketing Strategy, Intead Patrick Colabucci Director, UCLA Extension Presented at
  2. 2. Know Your Chinese Audience: Using personas to guide your marketing. Presented by Sunrise, Temple University, Intead, and UCLA. 9th Annual Conference Dec 6-8, 2017 – Weston, FL Finding your way to China What are you offering? Who are you offering to?
  3. 3. Know Your Chinese Audience: Using personas to guide your marketing. Presented by Sunrise, Temple University, Intead, and UCLA. 9th Annual Conference Dec 6-8, 2017 – Weston, FL Personas… a way to keep your target audience front and center Personas
  4. 4. Know Your Chinese Audience: Using personas to guide your marketing. Presented by Sunrise, Temple University, Intead, and UCLA. 9th Annual Conference Dec 6-8, 2017 – Weston, FL But how to make sure you are creating a good Persona? ?
  5. 5. Know Your Chinese Audience: Using personas to guide your marketing. Presented by Sunrise, Temple University, Intead, and UCLA. 9th Annual Conference Dec 6-8, 2017 – Weston, FL #1: Look at who's on your campus! Persona is a representation of your ideal customer based on market research and data about your existing customers Demographics Behavior patterns Motivations Challenges & Goals
  6. 6. Know Your Chinese Audience: Using personas to guide your marketing. Presented by Sunrise, Temple University, Intead, and UCLA. 9th Annual Conference Dec 6-8, 2017 – Weston, FL Oversea Study Destination 27%U.S. is the First Choice for Chinese Students Source: 2015 China Students Study Abroad Preference Survey Some market research data
  7. 7. Know Your Chinese Audience: Using personas to guide your marketing. Presented by Sunrise, Temple University, Intead, and UCLA. 9th Annual Conference Dec 6-8, 2017 – Weston, FL Some market research data The Role of Agency 85%Would like to apply for schools via Agency Source: 2015 China Students Study Abroad Preference Survey
  8. 8. Know Your Chinese Audience: Using personas to guide your marketing. Presented by Sunrise, Temple University, Intead, and UCLA. 9th Annual Conference Dec 6-8, 2017 – Weston, FL Some market research data 2016 Chinese Survey: Factors Influencing Students’ & Parents’ Decisions In Studying Abroad 2016 White Book of China’s Study Abroad from XDF.CN
  9. 9. Know Your Chinese Audience: Using personas to guide your marketing. Presented by Sunrise, Temple University, Intead, and UCLA. 9th Annual Conference Dec 6-8, 2017 – Weston, FL Some market research data 2016 Chinese Survey: Concerns from Parents 2016 White Book of China’s Study Abroad from XDF.CN
  10. 10. Know Your Chinese Audience: Using personas to guide your marketing. Presented by Sunrise, Temple University, Intead, and UCLA. 9th Annual Conference Dec 6-8, 2017 – Weston, FL Some market research data 2016 Chinese Survey: Channels to gather information 2016 White Book of China’s Study Abroad from XDF.CN
  11. 11. Know Your Chinese Audience: Using personas to guide your marketing. Presented by Sunrise, Temple University, Intead, and UCLA. 9th Annual Conference Dec 6-8, 2017 – Weston, FL 2016 White Book of China’s Study Abroad from XDF.CNSome market research data 2016 Chinese Survey: Channels to seek for help
  12. 12. Know Your Chinese Audience: Using personas to guide your marketing. Presented by Sunrise, Temple University, Intead, and UCLA. 9th Annual Conference Dec 6-8, 2017 – Weston, FL #2: Use a qualitative approach to understand your personas • Interviews, focus group… Engage with your current students on campus to add key insights to your personas • Be opened and unbiased, so the results represent the students perspectives as much as possible Personality, Values Behaviors, Aspirations... “How strong was your parents’ influence to your academic choices?” “Tell me about your academic choices, and influences you had during your decision-making process.”
  13. 13. Know Your Chinese Audience: Using personas to guide your marketing. Presented by Sunrise, Temple University, Intead, and UCLA. 9th Annual Conference Dec 6-8, 2017 – Weston, FL How are you communicating with Chinese students? Facebook, Twitter, YouTube, Google, and most recently WhatsApp are all blocked in China. If these are part of your website, SEO or promotion plan, they won’t work to engage or attract Chinese students
  14. 14. Know Your Chinese Audience: Using personas to guide your marketing. Presented by Sunrise, Temple University, Intead, and UCLA. 9th Annual Conference Dec 6-8, 2017 – Weston, FL WeChat: an alternative to Facebook and WhatsApp 62.7% Connection Have over 50 wechat friends 55.2% Frequency Open wechat app more than 10 times daily 73.4% Broadcasting Followup wechat company accounts 86.2% Young Group Are under the age of 36
  15. 15. Know Your Chinese Audience: Using personas to guide your marketing. Presented by Sunrise, Temple University, Intead, and UCLA. 9th Annual Conference Dec 6-8, 2017 – Weston, FL Youku: an alternative to YouTube
  16. 16. Know Your Chinese Audience: Using personas to guide your marketing. Presented by Sunrise, Temple University, Intead, and UCLA. 9th Annual Conference Dec 6-8, 2017 – Weston, FL Chinese Cultural Tips American sports DO NOT capture attention Green hats as giveaways will be extremely unpopular The color white is associated with funerals and death, not purity and elegance
  17. 17. Know Your Chinese Audience: Using personas to guide your marketing. Presented by Sunrise, Temple University, Intead, and UCLA. 9th Annual Conference Dec 6-8, 2017 – Weston, FL #3: Create composite characters with common behaviors and values • A segmentation approach may be helpful to map and group needs, behaviors and values to create Personas Academic preparednessFinancialresources Source: WES Research & Advisory Services Paper 02. wes.org/RAS
  18. 18. Know Your Chinese Audience: Using personas to guide your marketing. Presented by Sunrise, Temple University, Intead, and UCLA. 9th Annual Conference Dec 6-8, 2017 – Weston, FL #3: Create composite characters with common behaviors and values • A segmentation approach may be helpful to map and group needs, behaviors and values to create Personas • Ensure your personas represent the type of students and regions you need to understand, improve and strategize about Source: Partheon Group – The differentiated university 2014
  19. 19. Know Your Chinese Audience: Using personas to guide your marketing. Presented by Sunrise, Temple University, Intead, and UCLA. 9th Annual Conference Dec 6-8, 2017 – Weston, FL A template you can follow Persona Name Demographics • Gender and age • Occupation • Marital Status • Location Background • Education and career • Hobbies Influencers Watering Holes • Social media Personality Traits Motivations Goals • Primary goal • Secondary goal Challenges • Primary challenge to persona’s success • Secondary challenge to persona’s success How you can help • How you solve your persona’s challenges • How you help your persona achieve goals Source: Hubspot and Intead Real quotes • It will make it easier for different areas and departments to relate to and understand your persona Common objections • Identify the most common objections your persona will raise Marketing messaging • How should you describe your institution to your persona? Elevator pitch • Make describing your solution simple and consistent across everyone in your institution
  20. 20. Know Your Chinese Audience: Using personas to guide your marketing. Presented by Sunrise, Temple University, Intead, and UCLA. 9th Annual Conference Dec 6-8, 2017 – Weston, FL #4: Explain your personas across your institution Personas Relationships Budget Planning Better conversion rates, yield and retention Brand Awareness Consistent and unique students experienceMarketing insights
  21. 21. Know Your Chinese Audience: Using personas to guide your marketing. Presented by Sunrise, Temple University, Intead, and UCLA. 9th Annual Conference Dec 6-8, 2017 – Weston, FL “Hey There, I’m Prospect #297”
  22. 22. 2 Days EMAIL 1 1 Week EMAIL 2 EMAIL 3 2 Weeks EMAIL 4 1 Month Prospect CONTACT FORM Personas help you improve the overall student experience… … engage prospective students with relevant content, and increase your conversion rate! Application Submitted Student Admitted and Enrolled
  23. 23. Know Your Chinese Audience: Using personas to guide your marketing. Presented by Sunrise, Temple University, Intead, and UCLA. 9th Annual Conference Dec 6-8, 2017 – Weston, FL NEW WHITE PAPER Visit www.intead.com to download free resources What Do You Know About Global Trends? NEW EDITION - FALL 2017 Learn about challenges and pitfalls from your peer institutions Build internal support for your plans Build international alumni engagement http://info.intead.com/global-alumni-management http://info.intead.com/kno w-your-neighborhood-fall- 2017 We surveyed 1.8 million international students!! Explore regional and country-by-country analyses.
  24. 24. Presented by Temple University
  25. 25. Introductions Director of International Admissions Jessica Black Sandberg Director of Intensive English Language Program Stephanie Laggini Fiore Temple University and IELP Alumna Thuan Do
  26. 26. • We’ll provide general information that will be true for most American universities. • Photos and examples are from Temple University • Temple University is a large, public, research university with over 35,000 students and 2,000 international students. Today’s Presentation
  27. 27. PA CA TX Philadelphia, PA 美國天普大學 (Temple University) Washington, DC New York City Temple University is located in Philadelphia, Pennsylvania, convenient to both New York City and Washington, DC.
  28. 28. Living on Campus: Dormitories
  29. 29. •Apartments •Homestay for IELP students Living Off Campus
  30. 30. Eating on Campus: Dining Halls
  31. 31. Eating on Campus: Diamond Dollars
  32. 32. Campus Life: Recreation
  33. 33. Campus Life: Getting Involved
  34. 34. • Academic • Arts & Entertainment • Cultural • Governance • Media/Publication • Political/Advocacy • Recreation/Leisure • Service • International Student Org • Synchronized Dancing • Habitat for Humanity Campus Life: Getting Involved
  35. 35. • Greetings • Individualism • Participation and Assertiveness • Self-Service Environment • Student relationship to teachers, staff, and campus police • Safety • Diversity College Culture in the United States. How is it Different?
  36. 36. Honeymoon Period Homesickness, isolation, confusion Adaptation Culture Shock: What is it?
  37. 37. Culture Shock: How do I adapt? • Patience and an open mind • Remember your goals • Use your sense of humor • Deal with stress immediately • Get to know people • Ask for help • It’s an adventure!
  38. 38. About Temple University TOP COUNTRIES OF ORIGIN • China – (29%) • South Korea – (13%) • Kuwait – (9%) • India – (5%) • Saudi Arabia – (4%) • Japan – (4%) • Vietnam – (3%) • France – (3%) • Malaysia – (3%) • Nigeria – (3%)
  39. 39. Best in Business, Fox School of Business #6 Insurance #8 Entrepreneurship Program #9 International Business #17 Management Information System U.S. News & World Report In 2012, 93% of graduates from the Fox School of Business reported job placement within 6 months of graduation.
  40. 40. Best in Art, Tyler School of Art #13 among all art schools in the nation #3 Ceramics #9 Sculpture #10 Painting/Drawing #10 Printmaking #20 Photography U.S. News & World Report 2011-2012
  41. 41. Admissions Criteria • High School GPA: 3.0+ • English proficiency: • TOEFL Internet-based test: 79 minimum • IELTS: 6.0 • Test Scores: SAT or ACT scores are recommended , but not required. • Merit Scholarships: $7,500-Full Tuition
  42. 42. • Need a 65 TOEFL or 5.5 iELTS • Must have Conditional Admission to Temple University • Access Temple: • English classes, including ESP • Temple University classes that transfer for credit • Pronunciation coaching • Tutoring • Workshops • Lunch & Learns Access Temple and Conditional Admission
  43. 43. Know Your Chinese Audience: Using personas to guide your marketing. Presented by Sunrise, Temple University, Intead, and UCLA. 9th Annual Conference Dec 6-8, 2017 – Weston, FL WHO WE ARE U C L A
  44. 44. Know Your Chinese Audience: Using personas to guide your marketing. Presented by Sunrise, Temple University, Intead, and UCLA. 9th Annual Conference Dec 6-8, 2017 – Weston, FL
  45. 45. Know Your Chinese Audience: Using personas to guide your marketing. Presented by Sunrise, Temple University, Intead, and UCLA. 9th Annual Conference Dec 6-8, 2017 – Weston, FL What is UCLA Extension • Largest continuing & professional school in the U.S. • The unit of UCLA with a mission to serve all people of Los Angeles • More than 50 professional certificate programs ranging from entertainment to marketing, from import/export to architecture • Credit bearing, professors approved by UCLA, courses approved by UCLA • OPT after 9-12 months and about $8,000 - $10,000 • UCLA alumni membership & professional networking opportunities
  46. 46. Know Your Chinese Audience: Using personas to guide your marketing. Presented by Sunrise, Temple University, Intead, and UCLA. 9th Annual Conference Dec 6-8, 2017 – Weston, FL UCLA Extension International Persona • Working professional or recent graduate • Wants experience living and working in the US • Seeks to improve professional skills and create career opportunities for advancement • Values prestige of the brand • Seeks relatively short term study time, not full fledged degree • Aware of value of professional education, community engagement, and networking opportunities

×