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Transcript of AIEC 2013
The face of student recruitment in 2013?
Learn what is popular
Get feedback from the ground:
new frontiers for regional managers
Integrate digital into country plans
Support existing activity
Adapt an old strategy
Try something new
How well are your ads performing?
Are conversion rates above or below expectations?
Brand / reputation
Who links to your website?
How is your brand represented by agents online?
What is being said about your institution in social media?
Social media monitoring
Advertising campaign reports
CRM / Hobsons
Data files from web forms
Define the goal
Quality of conversions
Moving on from dabbling to strategic engagement raises some key challenges:
Cutomising digital marketing to support different markets, channels and cohorts
Managing a shift in resource allocation from offline to online
Changing role of regional managers
Extending skills to deal with a constantly changing landscape
Digital and traditional marketing both have a place
Trends are towards a 50:50 split
Be clear on the purpose of each digital channel
Measure the right thing
Act on what your data tells you
Staff (inc academics)
Everybody plays a part
Online supports every channel
Include activity for each channel in country plan
Strategies for dealing with shrinking budgets: put more $ into online
We've come a long way in 10 years
Role depends on:
Revisit your country plan now. Schedule a review every 3 months.
Define your digital goals. Get buy in.
Develop your skills. Follow an expert.
Bronte Neyland & Elissa Newall
Understand the recruitment cycle for each channel
Plan for the whole student journey
Fail fast = learn fast
Update your plan every 3 months