1. International Marketing & Recruitment Loes Vaessen - International Recruitment and Admission officer, Radboudumc Laura Derkse - Senior International Marketeer, DMC Maria Kinast - International Recruitment and Admission officer, NSM

2. Programme Invitation emails International marketing at Radboud University Tone of voice Assignment Conclusion & questions

3. What did you think of your email invitation to this workshop?

4. GROUP 3: Unfriendly invitation email Dear participant, We received your registration for our workshop. We expect to see you at 9.45 on 28 May. You are placed in group 3, so make sure to sit at the right table upon entering the room. Best regards, The organisation

5. GROUP 2: Neutral invitation email Dear, Thank you for registering for our workshop. We look forward to seeing you on 28 May at 9.45 in room N01.640, GN6. We have created 3 groups for the workshop and you are placed in group 2. Please sit with the other group 2 members when arriving at the workshop. Kind regards, Laura Derkse, Loes Vaessen and Loes Vaessen

6. GROUP 1: Friendly invitation email Dear, Thank you for your interest and registration for our workshop ‘International Marketing and Recruitment at Radboud University’ on the Internationalisation Day on 28 May. The workshop will take place from 9.45 till 11.15 in room N01.640 at the Gymnasion. We have divided our participants in 3 groups and you will be in group 1. When entering the room, please find a seat near the table with the 1 on it. We look forward to meeting you on 28 May. In the meantime, please do not hesitate to contact us, should you have any further questions. Kind regards, Laura Derkse, Loes Vaessen and Loes Vaessen

7. Tone of voice matters!

8. International marketing at Radboud University

9. Context: international marketing and recruitment at Radboud 2008: Approx. 20 English-taught Master’s programmes 0,5 fte + 0,5 fte at NSM No agents abroad Target: 300 international Master’s students in 2013 2015: 35 English-taught Master’s programmes (120 specialisations) 2 English-taught Bachelor’s 4,0 fte + each faculty >20 agents and representatives Target: 385 non-German international Master’s students in 2017

10. What have we done so far? Activities Off-campus activities Fairs Presentations Holland Education Days Trainings to partners Alumni events On-campus activities Open day In collaboration with Agents Country representatives Alumni Students Other universities (Holland Education Consortium)

11. What have we done so far? Recruitment marketing Materials to support activities Brochure Flyers Quick facts Alumni/Student testimonials Banners Posters Gadgets: bookmarks

12. What have we done so far? Customer services Follow-up after fairs Newsletter / email campaigns Chat on the website Social media Conversion campaigns

13. Country analysis Level of education Level of English Popular study programmes in a country Current student population at Radboud University Interest to study abroad Recruitment infrastructure Trends in education Financial situation in a country / access to scholarships A:B:C: GermanyRussiaTurkey IndonesiaSpainUnited States GreeceMexicoUnited Kingdom ItalyBulgariaIndia RomaniaPolandVietnam BrazilSouth KoreaCanada China Lithuania

14. Analysis Tools: Google Analytics Compare enrolled vs. interested students Surveys Panel interviews International Student Barometer

15. FacultyCurrent 2014 Ambition Project 2017 Ambition faculties* Long term Radboudumc143040 Law4290100 Sciences535060 Social Sciences305565 Nijmegen School of Management5490100 Arts305570 Philosophy, Theology, Religious Studies615 Total Radboud University229385450 Intake and ambition international non-German Master’s students * Including Germans Long term: goals

16. Long term: project Catching up 3 years 4 actions: -Quick wins: agents, Chinese representative, additional staff -University-wide international marketing strategy -Yearly marketing and recruitment plans -Joint approach central and faculties

17. Tone of voice: definition It is the way in which we write and speak, what we say and how we say it: What we say is dictated by the knowledge and experience, How we say it depends on the personality.

18. Tone of voice: definition 1.You are admitted. 2.Congratulations, you are admitted! 3.Congratulations, you are admitted to the Master’s programme in … and you will receive an official admission letter shortly. Or 1.Sincerely, Radboudumc 2.Best regards, Loes Vaessen, Radboudumc 3.If you have further questions, please do not hesitate to contact me, Kind regards, Loes Vaessen, Radboudumc

19. Tone of voice: Pay attention to: Length of the letter/email Consistency of the text (and in context of previous emails) Logic structure in the letter/email Priorities, especially if a lot of information has to be delivered Targeting your communication (which information is important for whom)

20. Thank you for your attention! Any questions?