Loading presentation...

Present Remotely

Send the link below via email or IM

Copy

Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.

DeleteCancel

Make your likes visible on Facebook?

Connect your Facebook account to Prezi and let your likes appear on your timeline.
You can change this under Settings & Account at any time.

No, thanks

AIEC 2013

Twitter, AdWords and Virtual Fairs: student recruitment in the world of 2013
by

Elissa Newall

on 6 November 2014

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of AIEC 2013

Twitter, Adwords and virtual fairs:
The face of student recruitment in 2013?
monitoring
research
Learn what is popular

Get feedback from the ground:
Students
Agents
Partners
Austrade
planning
professional development
new frontiers for regional managers
Integrate digital into country plans

Support existing activity
Adapt an old strategy
Try something new

ROI
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?
Analyse
Get data
Google Analytics
Facebook Insights
Social media monitoring
Advertising campaign reports
CRM / Hobsons
Data files from web forms
Admissions reports
Define the goal
Brand exposure
Brand engagement
Enquiries
Applications
Enrolments
Conversion rates
Conversion costs
Quality of conversions
Diversification
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

Measuring effectiveness

Changing role of regional managers

Extending skills to deal with a constantly changing landscape
The challenges
Digital and traditional marketing both have a place

Trends are towards a 50:50 split
Financial Resources
Measuring success
Be clear on the purpose of each digital channel
Measure the right thing
Act on what your data tells you
Top tips
Current students
Agents
Staff (inc academics)
Everybody plays a part
Digital expert
Alumni
Regional Manager
Online supports every channel
Top tips
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:
institution
market
channel
Take aways
Revisit your country plan now. Schedule a review every 3 months.

Define your digital goals. Get buy in.

Develop your skills. Follow an expert.
AIEC 2013
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
Top tips
Elissa Newall
Bronte Neyland
Full transcript