Marketing Automation - supporting the international student recruitment strategy at Flinders Sebastian Raneskold Acting Pro-Vice Chancellor (International) and Vice-President (International) IEASA Global Conference, 22-24 August 2016 Kruger National Park, South Africa

the Australian context International Student recruitment is a integral part of the University landscape International students pay higher fees than Australian students 3rd largest Australian export industry Normally more than 50% of international students are recruited by contracted agents There is currently a political drive and national debate around complete fee deregulation for domestic students

Flinders University strategic landscape Flinders University: integrated internationalisation approach – infusing internationalisation in the University strategic plan University Council: 15 Key Performance Indicators – University wide KPI is growth in international onshore student enrolments. 4,790 by 2021 (2,961 in 2015) = 62% growth In real terms this means: 10% International Students to 17 % International Students This brings Flinders within the median of international students at Australian Universities

What does this mean for the University? Capacity to manage growth in enquiries, applications and offers with largely the same staffing Better understand student behavior Improve the engagement with prospective students – ensuring that they have a real positive experience when engaging with Flinders University Approach: Entreprise CRM & Marketing Automation

What is Marketing Automation? Automatic nurturing of students towards becoming an enrolled student Engage with students when and how they want to be spoken to Depending on their behavior – decide when best to interact with prospective students Knowing when to pop the question! What is Marketing Automation?

Marketing Automation – a concept

Automation and intervention 1. Lead score 2. Interesting Moment Ensure an organisational structure that can work with the CRM and MA function