International student recruitment marketing channels, ROI integration and optimisation across student lifecycle stages
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This document summarizes international student recruitment marketing channels and optimizing ROI across the student lifecycle. It discusses 7 stages of the student lifecycle from awareness to enrollment. For each stage, it outlines relevant marketing channels and tools for tracking and optimizing conversion rates, including CRM, landing pages, email marketing, social media, and application systems. The goal is to integrate channels and increase conversion rates at each stage of the lifecycle.
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International student recruitment marketing channels, ROI integration and optimisation across student lifecycle stages
- 1. International student recruitment marketing channels, ROI integration and optimisation across student lifecycle stages
- 2. Student Lifecycle We can skin the cat different ways See the whole picture rather than individual Event > Result Marketing Channels International Student Recruitment No only digital but also offline
- 3. 1. Awareness Starts when prospective students do not even know about the existence of an education provider, it can also be that the prospective students knows the brand but does not know much about it 2. Enquiry / Registration Students raise their hands and say, I want to find our more about this course or education providerEnquire now! Courses Study this awesome course Website Hello!
- 4. U 1 Hi, thank you for your enquiry about the Bachelor of…. Course Email 3. Engagement Starts with the first response and it includes all engagement until the prospective student is ready to apply Apply Apply Apply 4. Application The student continues on the journey to express now a clear expression of interest on joining the education provider
- 5. Process 6 5. Offer The student is issued an offer by the education provider, it might be multiple providers 1 6. Acceptance The students chooses one of the offers 7. Visa Once the fees have been met and the offer has been accepted the education provides issues an eCoE and the students applies for a student visa 8. Enrolment The student enrolls with the education provider and meets full-time criteria past census date
- 6. Tracking ROI and increasing conversion rates
- 7. CRM • Hobsons for all countries but Pakistan • Pakistan with Zoho CRM • Pakistani student • Marketing Automation
- 8. 1. Awareness Websites Articles, listings, banners Social Media Facebook, Linkedin, Twitter, Youtube. (paid and organic) Search Engines Google, Bing, Yahoo. (paid and organic) Traditional Media Newspapers, Radio, Billboard, Flyers, TV Word of mouth and Below the line BTL Referrals, Recommendations Sales Telemarketing, personal selling
- 9. 2. Enquiry / Registration UTAS Walk in Going to office Phone Call Inbound or voicemail Email intl.study@utas.edu.au Social Media Message or comment Event Online or offline attendance Web Form What you need to know
- 10. Tracking & Optimising Search Engine Optimisation (SEO) & Analytics Short URLs Event Tablet Apps Landing Pages & Forms
- 11. Landing Pages & Forms Branded URL Hobsons API Event registrations & Enquiries A/B Testing Duplicate Unique landing pages per medium Connect with Zoho CRM Embed Hobsons HTML form Unique Source value Date of Birth field
- 12. Event Tablet App Powered by Mailchimp Chimpadeedoo Free Works offline Our form values Android and iOS Our brand Our copy Sync with CRM via Cazoomi
- 13. Search Engine Optimisation SEO Actionable Report Spelling Mistakes Speed – Images, etc. Broken Links Content Keywords Accessibility Connects to your social media Errors
- 14. www.utas.edu.au/facebook Short URL’s 1 Google URL Builder Connect offline marketing with web to measure results Branded short URL Domai.nr Pep.si Goog.le Goto.mq Source: Facebook Medium: CPC Name: MBA UTAS
- 15. Email Marketing 1 Enquiry response Pre-event marketing Post-event marketing Lead nurturing Notifications Content Marketing 2 Blog Education Provider Level of Study Nationality Destination Video Events 3 Offline events Kiosk app Online events Webinars Telemarketing 4 Inbound SMS Outbound Voicemail 3. Engagement
- 17. Tracking & Optimising Conference Software (Webinars & Meetings) Landing Pages Online Application Software Social Media Marketing Email Marketing Software
- 18. Email Marketing Software Zoho Campaigns Workflow 1. Conditions based on behaviour 2. Time based conditions 3. Field update conditions Easy to use Emails recorded per contact Connected to CRM
- 19. Event Email Marketing Pre-event, Event Reminder, Thank you Attendee, Thank you Absentee
- 20. Conference Software Online Meetings Reliable Share your screen Record conversation Meeting up to 100 VoIP, mobile, desktop, app Chat Share Screen
- 21. Landing Pages Online events, offline events, apply
- 22. Social Media Marketing Facebook & Twitter Custom Audiences Divide by any criteria
- 23. Online Application System (OAS) Apply Apply Apply StudyLink Connect 1500 Agents Over 40 universities and colleges USA, Australia, UK Turn-around improvement Status change real time transparency Course database access
- 25. 6. Acceptance • Early Acceptance Incentive • Webinar • Personalised URL
- 26. Tracking & Optimising Conference Software (Webinars & Meetings) Landing Pages Personalised URL Email Marketing Software
- 27. Conference Software Reliable Share your screen Present & Moderate Record conversation Webinar up to 1,000 VoIP, mobile, desktop, app Chat
- 28. Landing Page Automation Webinar registration page Connect to conference software
- 29. Landing Pages
- 32. THANK YOU!
Editor's Notes
- I am not referring to recruitment channels, e.g. diect, agents, etc. This is about the marketing media mix, from digital to offline and specific examples.
- Facebook has 1.44 billion users, grew by 187 million users in 12 months from May 2014 to May 2015. that is half a million people per day.
- Lead nurturing
- A CRM is the system that will allow you to see the whole future student lifecycle in one place at once. Very normal for organisations to have a CRM or system to look at just one or two stages. It has become more and more relevant to make sure you look after initial stages as well, specially now that you can measure more accurately your marketing. Use example of flyer distribution and waiting for calls, now we can measure how many calls came from an ad. Human and technology
- Why events are not in the awareness stage? Because for anyone to find out about an event, they would have been made aware by any of the options above before, even “walk in” means they saw a sign. Can you manage all enquiry channels via CRM? Most you can.
- Landing page here can be also a blog post
- Facebook custom audiences, feeding enquiry data to encourage application (based on courses).