This document discusses digital footprints and how a university is creating a video to promote their international student recruitment. It provides details on the aims, target audiences, structure, promotion and results of their international student recruitment video campaign. The video features current international students answering common questions about studying at the university and living in Swansea, showcasing the student experience through their perspectives. The campaign saw over 46,000 views and positive feedback, helping to increase international student engagement.

1. Kenon Man
International Digital Communications Officer

3. A digital footprint is the collection of all the
traces you leave in electronic environments as
you use or move through them. Some is
content you actively volunteer—like your
Facebook profile. Other material is passive—
the cookies a site stores in your browser, the
content your district collects about your use of
their equipment, etc.
All this data can be aggregated to build a
profile of you and your behaviour.

4. Our Vision
Top 30 UK research-led university by 2017
“deliver an outstanding student experience with
research-led and practice-driven teaching of the
highest quality that produces global graduates
educated and equipped for distinguished personal
and professional achievement”

5. Campaign Aims & Objectives
Increase engagement with prospective international students by producing a
video showcasing Swansea University’s international community, facilities
and location.
1. Feature current students from our markets.
2. Provide a source of information for international students.
3. Produce content that briefly addresses the marketing needs of other
departments across the university.

6. Target Audience
• External Audiences: Undergraduate and Postgraduate
students from International Development Office target
markets.
• Internal Audiences: UK focussed recruitment teams and
marketers across the University’s seven Colleges who are
active in international student recruitment.

7. Promotion: Video
Student
Testimonials
Source: http://www.mckinseyquarterly.com/spContent/charts/code09/CDJ-Base.swf

8. Student-Led Content

9. Addressing their needs
• Are the teachers/lecturers friendly?
• What is the location like?
• What are the facilities like?
• What is the general environment like?
• Will I make friends?

10. Creative Brief
• Be as creative as possible within an extremely
tight budget.
• Appeal to a young audience by adopting an
informal approach including only answers to
questions rather than a question and answer
approach.
• Portray Swansea student and city life realistically
and positively .
• Address and relieve the likely fears of newcomers to the UK who may know nothing of
Swansea by focussing on the friendliness and support that characterise the University.

11. Our Students

12. Structure
• Initial nerves & meeting people.
• Supportive lecturers and their courses.
• On-campus activities.
• Swansea City. Each of our students talk about the great things to see
and do around Swansea.
• Montage: An emotive montage spotlighting everything that’s great
about studying and living in Swansea.
• A final thought from each student.

13. Where Bright Futures Begin

14. ‘Easter Eggs’

15. Exposure
• Swansea University website
• Emails – agents, partners and students
• Social media channels & online advertising
• Internal channels
• Various online portals
• Fairs, exhibitions, pre-departure events

16. Campaign Results
• 46,432 views
• Average view duration: 2:00 min
• Influencers on Twitter – HE Marketing Forum
‘Great Video! Very engaging with a fresh feel to it and lovely
videography. Awesome production value!’
• Reviewed by an independent video company

17. Marcomm
A I D A
Awareness Interest Desire Action
• Online Ads
• Newspaper Ads
• Radio Ads
• Fairs / Exhibitions / Agents
• Social Media Channels
• Blogs
• Press / Media
• Prospectus & Print Materials
• Website
• Applications
• Enquiries
• Conversion
• Email Marketing
• Online Profiles – Hotcourses / EducateUK / British Council

18. Development
جامعة سوانزي: عندما يبدأ المستقبل المشرق
视频: Swansea 大学- 英国

19. Tips for In-House Production
• Instant • Student-led • In-house
produced
• Audio slideshow
• Single camera • Two camera
• Multi-camera
• Live
• Professional
Video Production Styles

20. Tips for In-House Production
• SOUND, SOUND, SOUND! - Use a external microphone such as lapel mic.
• Keep the camera steady and try not to use the zoom function
• Pay attention to lighting
• Pay attention to the background/location/clothing : Remember your audience

21. Questions
@kennyman82
k.o.man@swansea.ac.uk
www.linkedin.com/in/kenonman