International student recruitment marketing channels, ROI integration and optimisation across student lifecycle stages
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International student recruitmentmarketing channels, ROI integration and
optimisation across student lifecycle stages
Student LifecycleWe can skin the cat different waysSee the whole picture rather than individualEvent > Result
Marketing ChannelsInternational Student RecruitmentNo only digital but also offline
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 / RegistrationStudents raise their hands and say, I want to find our more about this course or education providerEnquire now!
CoursesStudy this awesome course
Website
Hello!
I like you!
U1
Hi, thank you for your enquiry about the Bachelor of….
Course Email3. Engagement
Starts with the first response and it includes all engagement until the prospective student is ready to apply
Apply ApplyApply
4. ApplicationThe student continues on the journey to
express now a clear expression of interest on joining the education provider
Process
6
5. OfferThe 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. VisaOnce 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. EnrolmentThe student enrolls with the education
provider and meets full-time criteria past census date
Tracking ROI and increasing conversion rates
CRM• Hobsons for all countries but Pakistan• Pakistan with Zoho CRM• Pakistani student• Marketing Automation
1. Awareness
Websites
Articles, listings, banners
Social MediaFacebook, Linkedin, Twitter, Youtube. (paid and organic)
Search Engine
s
Google, Bing, Yahoo. (paid and organic)
TraditionalMedia
Newspapers, Radio, Billboard, Flyers, TV
Word of mouth
and Below
the line BTL
Referrals, Recommendations
SalesTelemarketing, personal selling
2. Enquiry / Registration
UTAS
Walk inGoing to office
Phone CallInbound or voicemail
Social MediaMessage or comment
EventOnline or offline attendance
Web FormWhat you need to know
Tracking & Optimising
Search Engine Optimisation (SEO) & Analytics
Short URLs
Event Tablet Apps
Landing Pages & Forms
Landing Pages & Forms
Branded URLHobsons API
Event registrations & EnquiriesA/B Testing
DuplicateUnique landing pages per medium
Connect with Zoho CRMEmbed Hobsons HTML form
Unique Source valueDate of Birth field
Event Tablet App
Powered by MailchimpChimpadeedoo
FreeWorks offline
Our form valuesAndroid and iOS
Our brandOur copy
Sync with CRM via Cazoomi
Search Engine Optimisation
SEOActionable Report
Spelling MistakesSpeed – Images, etc.Broken LinksContent KeywordsAccessibilityConnects to your social mediaErrors
Awww.utas.edu.au/facebook
Short URL’s
1Google URL Builder
Connect offline marketing with web to measure results
Branded short URLDomai.nr
Pep.siGoog.leGoto.mq
Source: FacebookMedium: CPCName: MBA UTAS
Email Marketing
1
Enquiry responsePre-event marketingPost-event marketingLead nurturingNotifications
Content Marketing
2
BlogEducation ProviderLevel of StudyNationalityDestination
Video
Events3
Offline eventsKiosk app
Online eventsWebinars
Telemarketing4
InboundSMSOutboundVoicemail
3. Engagement
4. Application
Apply
OASIn
personPhone
Paper
Tracking & Optimising
Conference Software (Webinars & Meetings)
Landing Pages
Online Application Software
Social Media Marketing
Email Marketing Software
Email Marketing Software
Zoho CampaignsWorkflow
1.Conditions based on behaviour2.Time based conditions3.Field update conditions
Easy to useEmails recorded per contactConnected to CRM
Event Email Marketing
Pre-event, Event Reminder, Thank you Attendee, Thank you Absentee
Conference Software
OnlineMeetings
Reliable
Share your screenRecord conversation
Meeting up to 100VoIP, mobile, desktop, app
Chat
Share Screen
Landing Pages
Online events, offline events, apply
Social Media MarketingFacebook & Twitter
Custom AudiencesDivide by any criteria
Online Application System (OAS)
Apply ApplyApply
StudyLink Connect1500 Agents
Over 40 universities and collegesUSA, Australia, UK
Turn-around improvementStatus change real time transparency
Course database access
5. OfferEmail
marketing Telemarketing
BTL
6. Acceptance• Early Acceptance Incentive• Webinar• Personalised URL
Tracking & Optimising
Conference Software (Webinars & Meetings)
Landing Pages
Personalised URL
Email Marketing Software
Conference Software
ReliableShare your screenPresent & ModerateRecord conversationWebinar up to 1,000VoIP, mobile, desktop, appChat
Landing PageAutomation
Webinar registration pageConnect to conference software
Landing Pages
Personalised URL
utas.university/john-doe
THANK YOU!
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