Best Practices for Student Recruitment Online

Transcription

1 Best Practices for Student Recruitment Online Transparency leads to enrolments Ross Holmes Director - Online Products, ICEF GmbH David Blackie Director - International Education Connect

2 Today Who are Millennials? Millennial Traits What that means for our businesses CoursePricer research Attitudes to publishing prices Tools to help meet Millennial expectations Questions from the audience

3 Who are Millennials? and where do I find them? Born between 1980 and 2000 Digital Natives Diverse Influential

4 When we develop something at The Ritz-Carlton for our millennial guests, our customers in other demographics want it as well almost before we re done rolling it out for the millennials. Herve Humler, President, Ritz-Carlton Hotels

5 Millenial Traits Impatient Self-reliant Do get personal Rebels with a cause Resistant to traditional marketing tactics Everywhere

6 Impatient 70% self-identify as impatient 71% of online shoppers claim that the most important thing a brand can do is to value the customer s time 52% will abandon online purchases if they can t find a quick answer

7 Self Reliant 70% expect a company website to include self service tools, such as a price calculator Embrace crowd-sourcing Brand ambassadors

8 Do Get Personal Once a student makes contact, be personal Use your experience and data Be authentic Reply to online reviews

9 Rebels with a cause Engage in values-based buying RH2 52% of 16-24s would describe themselves as a Global Citizen RH1 39 percent of US Millennials said that they post reviews of brands or products

10 Folie 9 RH1 RH2 add a for quote about charity Ross Holmes; add Toms stat Ross Holmes;

11 Your brand is no longer what you tell consumers it is it's what consumers tell each other that it is Scott D. Cook - Director, ebay

12 Marketing Resistant 84% don t trust traditional advertising 475 times more likely to die in a plane crash than click on a display ad 81% of 16-24s relate to brand campaigns more if they use real people as opposed to celebrities or models

13 Everywhere Multiple devices Early Adopters Non-linear customer journey

14 Source: Tata Consultancy Services

15 What does that mean for your business? 1.Be Transparent 2.Show reviews 3.Work closely with real language students 4.Key info easy to find and understand 5.Work on all devices 6.Nurture your leads

16 CoursePricer Research Visited around course provider websites Websites categorised with regard to prices: Clear and transparent: 24% Not available or not clear: 76%

17 Price Publishing Policies No information / inadequate information Complete information but in complex format Conditional information Optimal information

18 Attitudes to Price Information Publishing Not available (?) Available but complex ( To get what you want you need to understand me ) Bargaining chip ( I ll give you want you want, if you give me what I want ) Information service ( I understand what you want, and it matters to both of us )

19 Evidence The more accessible the price information, the more it is accessed The more it is accessed, the greater the perception of transparency and trust The more transparency and trust, the more likely a visitor is to become a customer

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25 CoursePricer Mobile first - students tap their way to an instant quote Accurate - and working for hundreds of schools Fast - menu driven and no data input Fully itemised - so students know exactly what the costs are Easily installed - wherever you want it.

26 CourseFinders Independent Mobile first No subscription Geo-Targeted reviews Student reviews linked to social media

27 CourseFinders Review Tool Show your student reviews everywhere Automatically updates Geo-targeted Helps you get reviews

28 How we can help CourseFinders - Pay-as-you-go; min. 300 CourseFinders Review Tool - FREE CoursePricer per year / 40 per month

29 Questions?