1. Better Marketing equals Better Recruitment Linking London February 2011

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

3. 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

4. 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

6. A useful marketing model

8. Stage 1: Planning Understand your target audience and your offer

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

12. Stage 2 - Attraction Budget! Media planning tools

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

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

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

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

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

28. Summary

29. Questions & discussion