Better Marketing equals Better Recruitment Linking London February 2011.

Better Marketing equals Better Recruitment

Linking LondonFebruary 2011

Overview

Brief introduction

A useful marketing model

Examples in action

Questions & discussion

A brief introduction…

10 years experience in Marketing and Advertising at Euro RSCG

Worked with a range of mainly HE institutions

Hands-on role delivering strategies and campaigns

Introducing Euro RSCG Heist

Specialist Education Marketing agency

Work with apx. 150 universities and 7000 schools and colleges in UK

Part of Euro RSCG since 2000

A useful marketing model

Stage 1: Planning

Understand your target audience and your offer

Stage 1: Planning

Tools that can help: Insight from Course Feasibility study Existing research Commission market research Segmentation of market E-Listening

Stage 2 - Attraction

Budget!

Media planning tools

Stage 2 - Attraction

Creative approachBrandDesign ImageryColoursCopyMessagesFontsCreative Thinking

Stage 3 – Brand Experience

Converting interest

Traditional print items / brochure ware

Events (live / online)

Your website

Stage 4 - Relationship Management and Recruitment

Enquiry/Applicant Management

Self-selection strategies

“Keep warm strategies”

Recruitment Audits

Mystery Shopping

Acceptor and Decliner Surveys

Stage 5 - Engagement and Retention

Orientation/On-boarding strategies

Student satisfaction surveys

Alumni strategies

Stage 6 – Measurement and Analysis

ROI

Transparency of media campaigns

Creative execution measurement

Website analysis

Inform planning for next campaign

Summary

Questions & discussion