Marketing and branding for international student recruitment

Transcription

1 Marketing and branding for international student recruitment Tim Rogers International Education Consultant

2 This morning s agenda The importance of branding The marketing mix What influences students?

3 Our starting point? We operate in an essentially competitive environment domestically and internationally We work in an environment that is not altogether comfortable with marketing concepts Yet our prospective students (all over the world) live in the most connected, marketing savvy environment the world has ever seen Understanding what s at play in: Student approaches to information gathering Student decision making

4 A brand starting point Examine your key defining characteristics these might be location, quality or focus based Formally assess your brand through research Place emphasis on differentiation compared to the competition Seriously consider the implications of brand research and perception on your practices Be aware of how other institutions nationally and internationally brand themselves

5 The case for branding Consider any well-known consumer product Coca Cola/ Rolls Royce - and see their common factors A number of elements name, visual image, corporate identity, defining characteristics and perceived promises always rise to the surface What do such brands create? Value Difference Guarantee All of which are perceived as competitive advantage

6 What is an education brand? A function of the total customer experience and the personality of the University Service People Culture Processes Infrastructure Environment Promotion Logos Fees and costs Products

7 The 5 C s of education brands 1. Clear in its positioning where will we compete? 2. Compelling to internal and external stakeholders how will we compete? 3. Credible and is aligned to the University s core competencies what can we actually deliver? 4. Consistent in its execution, delivered through all touch points how do we maintain our core values? 5. Cohesive it serves to bond all stakeholders around a shared vision that is aligned to the University s mission - what do we believe in?

8 What must we recognise? The influences on students are as varied as the students themselves Our target markets have embraced technology and use it more comfortably and naturally than we do Yet the decision to study abroad still centres around common features: Quality of education Quality of experience Quality of outcomes

9 Why do students study abroad? Factors influencing international student choice Quality of education Employment prospects Affordability Personal security and risk Lifestyle and culture Accessibility Source: Vision 2020 Report, 2004

10 The concept of the marketing mix Dates from 1948 (Culliton): the business executive is an "artist" a "mixer of ingredients," who sometimes follows a recipe prepared by others, sometimes prepares his own recipe as he goes along, sometimes adapts a recipe to the ingredients immediately available, and sometimes experiments with or invents ingredients no one else has tried. The concept of presenting a mix of components that satisfies the desire for information from a prospective customer Predicated on the belief that no single source of information is ever enough

11 Elements of the marketing mix A quick reminder At least 4 Ps continue to be at the heart of understanding the marketing mix Our mix of communication approaches (and messages) will be based on our understanding of the audience What they want How they make decisions What s important to them Only then can we devise an effective marketing mix WITH THE RIGHT ELEMENTS for our purposes

12 Our marketing plan A marketing plan determines What must be done Who should do what How it should be done (with what resources) And when must we have action To realise the institutional objectives

13 Our marketing plan Which products: degree programmes, but also services? Which cities, regions, countries, i.e. place? What price, i.e. fees, scholarships, discounts? Which communication channels, i.e. promotion? What resources: persons and budget? Timetable: when? Duration: three years

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15 Influences on student choice 1. Course, then country, then institution 2. Tuition fees are the second most important consideration 3. Subject/course rankings are more important than institutional rankings or other factors, including fees 4. Perception of student satisfaction does not drive choice of institution 5. Graduate outcomes are a key factor in international students decision-making

16 Influences on student choice 6. Each institution has a role to play in marketing their country as a desirable destination. 7. Country level messaging reinforcing welcome and safety of international students will support institutional marketing 8. Institutions must be clear on their brand value proposition for each course 9. Students want to engage with institutions and their content through visual social media sites (YouTube and Instagram) during the research phase of selecting an institution 10. Students need to be nurtured through every phase of the process