NCUK Marketing Activity

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Jade Berry
6 years ago
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1 NCUK Marketing Activity

2 MEET THE TEAM

3 4 KEY INITIATIVES IN 2018 Improving Improving our Online Performance for lead generation BUILDING ON OUR SUCCESS IN 2017 Building Generating Building an engaged community of warm prospects through our social platforms and CRM initiatives Generating awareness of NCUK by our extensive Events Programme Creating Creating new marketing materials and resources to make your operations easier

4 1 IMPROVING OUR ONLINE LEAD GENERATION

The Student Decision Journey has moved Online 80% of students say the internet is the first place they go for information 92% of 16-24

5 The Student Decision Journey has moved Online 80% of students say the internet is the first place they go for information 92% of have access to a smartphone 66% of International students begin research for study abroad through internet searches Source Dentsu Aegis Network

6 Improving Online Performance INCREASING REACH BETTER CUSTOMER EXPERIENCE INCREASING REFERAL TRAFFIC 1. Highlighting top keywords to inform content creation 2. New Creative formats 1. Better functionality such as Course Finder Tool 2. Increasing further call to action opportunities and more qualified data capture information 3. Localisation initiatives such as a revamp of our China website and language specific pages 1. Featuring on major international course listing websites 2. Online PR & Outreach 3. Cross linking to NCUK Partners and generating traffic from University websites

7 2 BUILDING AN ENGAGED COMMUNITY OF WARM PROSPECTS THROUGH OUR SOCIAL PLATFORMS AND CRM INITIATIVES

8 85% of perspective students use Social channels to research universities they are considering attending USAGE IS FOCUSED AROUND 3 KEY PLATFORMS 38% daily usage 34% daily usage 24% daily usage *Source: Hobsons International Student Survey 2017

9 2018 Social Media Roadmap INCREASE SOCIAL FOOTPRINT IMPROVE ENGAGEMENT CREATIVE FORMATS ENHANCED TARGETING 1. Paid social campaigns 2. Encourage sharing 3. Develop YouTube 1. Content development 2. Create social calendar 3. Stimulate interaction 1. Increase video output 2. User Generated Content (UGC) from Ambassadors 3.Infographics & gifs 1.Reflect student regions via paid social 2. Identify growth markets

AFTER MAKING AN ENQUIRY WHEN MAKING AN ENQUIRY WHEN DECIDING WHETHER TO ACCEPT AN OFFER 93% prefer email at

10 AFTER MAKING AN ENQUIRY WHEN MAKING AN ENQUIRY WHEN DECIDING WHETHER TO ACCEPT AN OFFER 93% prefer at all stages of the journey to enrolment AFTER ACCEPTING AN OFFER Source: Hobsons International Student Survey 2017

11 Key CRM Initiatives INCREASE PROSPECT LISTS THROUGH DATA CAPTURE REGULAR COMMUNICATION TRACKING & REPORTING 1. Website forms 2. Lead generation sites 3. Events 4. Social media 1. Key touch points calendar 2. Automated templates 1. Follow up s to prospects 2. Monthly reporting

12 3 GENERATING AWARENESS THROUGH EVENT BASED MARKETING

13 EVENTS PROVIDE A PLATFORM TO SHOWCASE THE NCUK BRAND IN AUTHORITATIVE ENVIRONMENTS AND ACROSS MULTIPLE RELEVANT AUDIENCES BUSINESS COMMUNITY SCHOOLS AND EDUCATION PROVIDERS AGENTS STUDENTS

14 NCUK IS SCOPING OUT OPPORTUNITIES FOR AN EXTENSIVE PROGRAMME OF EVENTS IN Adding further to our current event roster in 2018 Events in Ensuring we maximise our presence at every event we attend 3. Create our own events

15 4 CREATING NEW MARKETING MATERIALS & RESOURCES TO MAKE OPERATIONS EASIER

16 IFY Folded Map Leaflet Map of UK showing the location of each University Did you know? distances between landmarks/cities Worldwide Study Opportunities (UK, Australia, USA)

17 IFY Folded Map Leaflet Infographic style a visual representation of qualification information Comparison table: A-Level / IB / NCUK IFY Why Study with NCUK: UK/USA/Australia degree length 30,000 student placements 90% first choice university

degree consisting of the NCUK International Year One (IYOne) qualification plus two

18 IYOne Prospectus Named The International Undergraduate Prospectus A package exclusively designed for international students to obtain a full UK bachelor s degree consisting of the NCUK International Year One (IYOne) qualification plus two years studying at a leading UK university Shows all degree courses available to NCUK IYOne students

19 NCUK Banner Stands 16 NCUK Universities IFY IYOne PMP

20 NCUK Universities - City Posters Focuses on aspects about living in the town/city Student quotes about life as a student in the city To be displayed around school premises

21 Introducing The NCUK Media Library WHAT? Single source for all assets Online self service tool Off-the-shelf materials Opportunity to customise to meet individual market requirements WHY? We have clear brand guidelines (ensures consistency) Improves service levels

What s Now, New, and Next.

What s Now, New, and Next. Mark Cunningham EVP, Client Solutions and Strategies Carnegie Communications #1 think goals first. Always. #1b think audience next. Always. Display Advertising Site Placement