Better Marketing equals Better Recruitment Linking London February 2011

Overview Brief introduction A useful marketing model Examples in action Questions & discussion

A brief introduction… 10 years experience in Marketing and Advertising at Euro RSCG Worked with a range of mainly HE institutions Hands-on role delivering strategies and campaigns

Introducing Euro RSCG Heist Specialist Education Marketing agency Work with apx. 150 universities and 7000 schools and colleges in UK Part of Euro RSCG since 2000

A useful marketing model

Stage 1: Planning Understand your target audience and your offer

Stage 1: Planning Tools that can help: Insight from Course Feasibility study Existing research Commission market research Segmentation of market E-Listening

Stage 2 - Attraction Budget! Media planning tools

Stage 2 - Attraction Creative approach Brand Design Imagery Colours Copy Messages Fonts Creative Thinking

Stage 3 – Brand Experience Converting interest Traditional print items / brochure ware Events (live / online) Your website

Stage 4 - Relationship Management and Recruitment Enquiry/Applicant Management Self-selection strategies Keep warm strategies Recruitment Audits Mystery Shopping Acceptor and Decliner Surveys

Stage 5 - Engagement and Retention Orientation/On-boarding strategies Student satisfaction surveys Alumni strategies

Stage 6 – Measurement and Analysis ROI Transparency of media campaigns Creative execution measurement Website analysis Inform planning for next campaign

Summary

Questions & discussion