The Future is Personal IEAA MARKETING FORUM 2016

Transcription

1 The Future is Personal IEAA MARKETING FORUM 2016

2 The Future is Personal IEAA MARKETING FORUM 2016 We ve all read the headlines: mass marketing is dead. Targeted, datadriven insights are where it s at. Personalised experience is the way of the future. The advent of digital marketing has revolutionised international student recruitment, but are we using it to the best of our advantage? Every digital interaction provides a chance to collect valuable student data. From each Facebook like, to every completed enquiry form, we have access to a wealth of information and demographic data about our prospective students. What matters most, however, is how we use it. IEAA s Marketing Forum 2016 is all about keeping it personal. Every time students share their personal information knowingly or otherwise presents an opportunity to enhance our marketing efforts and tailor their online experience. In short, we need to make way for a new era of personalised marketing. Building on the success of the inaugural event in 2015, this year s forum aims to inform your marketing strategy and provide you with ideas and insights to implement in your day-to-day work. It is also a valuable opportunity to network with fellow international marketing and recruitment staff from across Australia.

3 DATE Thursday 28 Friday 29 April 2016 LOCATION Marriott Hotel 515 Queen Street, Brisbane COST $345 IEAA members $495 non-ieaa members ieaa.org.au/marketing KEY SPEAKERS Michael Bird, Social Garden Ben Campbell, Deakin University Camilla Gulli, Vodafone / General Assembly Angelo Kourtis, Western Sydney University Rob Lawrence, Prospect Research and Marketing Darragh Murray, The University of Queensland Sonal Srivastava, Austrade KEY THEMES Data-driven insights: personalising online student marketing Beyond advertorial: content marketing and brand storytelling Cut through the noise: communicating with agents and students Identifying and developing strategies for new markets. TARGET AUDIENCE Regional recruitment managers International marketing and communications staff Education agents and partners. This event is led by IEAA s Special Interest Group (SIG) for Marketing, Recruitment and Communication.

4 DAY am 9.30am 9.40am 10.30am 11.00am 1.00pm 2.00pm REGISTRATION WELCOME Hon. Phil Honeywood Chief Executive Officer (CEO), IEAA Justine Morris IEAA Marketing SIG Convener; Deputy Director, Swinburne International WITH HINDSIGHT COMES FORESIGHT Rob Lawrence Principal, Prospect Research & Marketing The past decade has seen unheralded changes in the international education industry. New marketing options have arisen, the delivery platform is forever changing and the decision-making process continues to be a complex journey. Now look forward a decade. How much change will there be, where will market volatility and opportunities arise, what are the future market dynamics? For over 20 years, Rob Lawrence has tried to anticipate future patterns of demand. In this presentation, he will detail 10 major changes that will impact the face of international education over the next 10 years. Rob will detail the kind of strategies which education marketers will need to adopt in order to meet future market needs and expectations. This is a compelling insight and will form the basis of Rob s next Futurecast paper. MORNING TEA DATA DRIVEN INSIGHTS: PERSONALISING ONLINE STUDENT MARKETING Michael Bird Co-founder and CEO, Social Garden Stacey Farraway Deputy Director, International, Griffith University Ben Mack Director, Recruitment and Marketing, BROWNS English Language School / BROWNS Professional Mark Pettitt Director, Oceanic Consultants Australia (OCA) Group Every digital interaction provides a chance to collect valuable student data. From each Facebook like, to every completed enquiry form, we have access to a wealth of demographic data to personalise the online student experience and enhance our marketing and recruitment efforts. LUNCH BEYOND ADVERTORIAL: CONTENT MARKETING & BRAND STORYTELLING Camilla Gulli Social Content Editor, Vodafone; Content Marketing Trainer, General Assembly Ben Campbell Digital Marketing Manager (International), Deakin University Angelo Kourtis Vice President (People & Advancement), Western Sydney University Juliana Medina-Tobar Creator, Aca en Australia (Life in Australia); Student Ambassador, Brisbane Marketing In the age of ad blockers, and increasingly savvy online audiences, engaging students with genuine stories has never been more important. Camilla Gulli (Vodafone, General Assembly) will provide the low-down on content marketing essentials and provide her insights into what the international education sector could learn from external industries. 4.00pm We will then look at the secrets behind the success of three recent content-driven campaigns: Western Sydney University s Unlimited and the story of Sudanese ex-child soldier, Deng Adut; Deakin University s Deakin Navigator student blog; and Aca En Australia a grassroots YouTube channel aimed at Latin American students wanting to study in Australia. NETWORKING DRINKS 5.30pm CLOSE DAY 1

5 DAY am CUT THROUGH THE NOISE: COMMUNICATING WITH AGENTS AND STUDENTS Fabian Marrone Vice President Marketing (APAC & EMEA), Hobsons Rachael Brown Communication Officer, International Promotions and Research, University of Technology, Sydney Gary Qiang Li General Manager, AIDE Education and Migration Jaz Wong Manager, AUG Student Services Brisbane 11.00am 11.30am 12.30pm 1.30pm How effective are we at communicating with our agents and prospective students? This session will highlight the latest Hobsons research looking at how students search for information about education institutions including their preferred marketing channels, methods and frequency of communication. We will then hear directly from two education agents about their preferred communication methods and how to ensure your institution remains top of mind. University of Technology, Sydney will also provide a first-hand insight into their recent campaign to enhance engagement with their education agents. MORNING TEA INTERNATIONAL STUDENT PANEL Carol Chang (China), Griffith University Dion Lee (Singapore), The University of Queensland Metanshu Pawan (India), Bond University Delphine Rochus (Belgium), BROWNS Professional This interactive session provides an opportunity to hear directly from international students and find out about their experience from enquiry to enrolment. What made them choose their respective institutions? What are their preferred communication channels? And did the marketing spin match up to the reality of life on campus? LUNCH IDENTIFYING AND DEVELOPING STRATEGIES FOR NEW MARKETS Darragh Murray Senior Business Intelligence Analyst (UQ International), The University of Queensland Arfa Noor Regional Marketing Manager, Griffith University Sonal Srivastava International Education Advisor, Austrade Grant Watson Business Intelligence Coordinator, RMIT Student diversity is always a distant second to hitting recruitment targets. However, reliance on a small subset of key countries is a risky and short-term strategy. Beyond traditional source countries such as China and India, what are the emerging markets and what makes them promising? 3.30pm This session will look at how we can use data to gain a deeper understanding of future international student recruitment markets. We will also explore effective strategies for recruiting international students from a number of different emerging markets, including Africa, Central Asia and a case study on Pakistan. WRAP-UP 4.00pm CLOSE DAY 2

6 Contact us IEAA Secretariat PO Box A Beckett Street Melbourne VIC 8006 Australia admin@ieaa.org.au ieaa.org.au/marketing