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

2. 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

3. 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

4. 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

5. 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?

6. Marketing Automation – a concept

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