Case Studies and Top Tips for using Online and Social Marketing to Increase Open Day Attendance and Recruit Students - Higher Education

•

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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.

Ben Billing
Commercial Director
netnatives.com/HE
twitter.com/netnatives
Social and Digital
Marketing Agency with a Purpose

netnatives.com/HE
twitter.com/netnatives

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

WE PUT OUTCOMES ABOVE EVERYTHING.
NOT THE PLATFORMS, NEVER THE CLICKS
netnatives.com/HE
twitter.com/netnatives

Traditional Media Buying
Your Ad
netnatives.com/HE
twitter.com/netnatives

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

IT’S JUST QUESTIONS…
netnatives.com/HE
twitter.com/netnatives

“OPEN DAYS IMPROVE
STUDENT PERCEPTION
FOR 1 IN 2 STUDENTS.”
YouthSight | 2013
netnatives.com/HE
twitter.com/netnatives

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

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

WHAT ABOUT THOSE WHO
DON’T SEARCH FOR OPEN
DAYS?
netnatives.com/HE
twitter.com/netnatives

“DATA IS A PRECIOUS THING
AND WILL LAST LONGER THAN
THE SYSTEMS THEMSELVES.”
Tim Berners-Lee
netnatives.com/HE
twitter.com/netnatives

CAPTURE DATA EVERYWHERE
netnatives.com/HE
twitter.com/netnatives

WHAT’S IN IT FOR ME?
netnatives.com/HE
twitter.com/netnatives

QUALIFYING THE STAGES…
netnatives.com/HE
twitter.com/netnatives

KEEP WARM STRATEGIES…
netnatives.com/HE
twitter.com/netnatives

RECYCLING OF DATA…
netnatives.com/HE
twitter.com/netnatives

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

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

THANK YOU FOR LISTENING.!
Ben Billing |
ben@netnatives.com
01273 783 847
!
QUESTIONS?!
netnatives.com/HE
twitter.com/netnatives

Lately I gave some talks about the ROI of Guided Search using Linked Data where I talk about the fact that we live in an era of data surrealism with all the buzzwords BigData, IoT, AR, VR, AI, Deep Learning, Machine Learning, BlockChain and so on. But wefocus on "DATA FIRST" building a solid, scalable, transparant and reusable data foundation using semantic web tech. And yes, ROI is key as with gluing all kind of -omics data together, the most important omics is econ-omics ... with a little bit of c-omics ;-) Just enjoy and contact me if you want to hear more.

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Case Studies and Top Tips for using Online and Social Marketing to Increase Open Day Attendance and Recruit Students - Higher Education

1. Ben Billing Commercial Director netnatives.com/HE twitter.com/netnatives Social and Digital Marketing Agency with a Purpose

2. netnatives.com/HE twitter.com/netnatives

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

9. netnatives.com/HE twitter.com/netnatives

10. 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

19. 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

26. 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

Case Studies and Top Tips for using Online and Social Marketing to Increase Open Day Attendance and Recruit Students - Higher Education

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