In today’s digital environment international marketing teams are investing more in online activities for recruitment, but are they measuring the outcomes properly? This workshop will focus on the digital skills needed to attract, nurture and convince students to enrol at your institution. This includes: well-structured websites, customer relationship management, marketing automation systems, tracking, analysis and ROI comparisons by channel. Topics to be covered include: optimised web design with essential conversion activities; establishing goals for measurement; marketing automation tools; nurturing and engaging potential students; the role of mobile; and how to use available analytical tools to measure success by channel.

1. Connecting the digital dots
AIEC 2016
Melbourne, Australia

2. Student Journey (Awareness to Enrolment) Software point of view
There's more than one way to skin a cat.
Analytics
Tagged URLs a.k.a. UTM Codes
OAS
Studylink Connect, etc.
Data Captured
CRM
Software (Hobsons,
Salesforce, etc),
Email Marketing
Student Management
Technology one
Admissions, etc Data captured
Marketing
Analytics, marketing automation Social
Media Marketing, landing pages, etc
Student
Management
Technology one
Admissions
Student Management
Technology one
Admissions
2
Aware
Enquire
Apply
Offer
Accept
Admit
Enrol
Marketing
Search Engine Marketing, Social Media
Marketing, Offline Marketing etc.
Web
Websites, Landing
Pages, Social Media,
Apps, etc.
Marketing
Automation
Software (Siverpop,
Marketo, etc), Lead
Scoring, Behaviour
tracking.
CRM
Software (Hobsons, Salesforce,
etc), Email Marketing
Web
Webforms
Analytics
Marketing
Automation Script
Web
University website
Analytics
Tagged URLs a.k.a. UTM Codes

3. 1. Admissions Officer
2. CRM Officer
3. Graphic and Web
Designer
4. Content Officer
5. Media Officer
6. Business Intelligence
Offficer
1. CRM Officer
2. Graphic and Web
Designer
3. Content Officer
4. Media Officer
5. Business Intelligence
Offficer
1. Admissions Officer
2. CRM Officer
3. Business
Intelligence
Offficer
1. Admissions Officer
2. CRM Officer
3. Graphic and Web
Designer
4. Content Officer
5. Media Officer
6. Business Intelligence
Offficer
1. Graphic and Web
Designer
2. Content Officer
3. Media Officer
4. Business
Intelligence Offficer
3
Student Journey (Awareness to Enrolment)
People point of view
Awareness Enquiries Apps Offers Accepts
1. Admissions
Officer
1. Admissions Officer
2. Business
Intelligence Offficer
Admits Enrols

4. 4
AWESOME
Awareness
Landing Page – Paid Marketing
(Unbounce)
Social Media Network
(Facebook)

5. 5
AWESOME
Enquiry
CRM Webform
FACULTY-MONYEAR-ADPRODUCT-
COURSEABBREV-COURSECODE.
So, for example,
AMC-SEP2016-MBAMLM-27C
SET-SEP2016-BENGINEERING-N4F
Landing Page
Needs a marketing automation script added

6. 6
Enquiry
CRM
Email Marketing

7. 7
Application
Online Application
Studylink Connect
• UTS
• TAFE NSW
• ANU
• Macquarie
• Navitas
• ACU
• Charles Darwin
• UNE
• Federation
• Griffith

8. Offer
Online Application
StudyLink Connect
CRM Integration
Manual or automatic
Unique URLs tagged
http://utas.careers/?u
tm_source=Email&ut
m_medium=admissio
ns&utm_term=2Sem2
016&utm_campaign=
Linkedin

9. 9
Accept
CRM
Unique URLs tagged
Web
Landing Pages
Online Application
Studylink Connect

10. 10
Matching
SM FB CRM MA SL PRISMS
CRM Marketing Automation

11. Reporting
11
Excel
Pivot Table
The whole funnel
Conversion rates
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