Binh Tuan Community College

12/6/ 2013

Marketing & Student

Recruitment Workshop What should you do to attract more students to the College?

Mathieu Aebi Partnership Development Advisor Uniterra Volunteer for WUSC Vietnam T +84 (0) 4 3762 6438 f: +84 (0) 4 3762 7271 m: +84 (0) 1669151216 e: mathieu.aebi@gmail.com | skype: matabi_93

World University Service of Canada (WUSC) Entraide universitaire mondiale du Canada (EUMC) Unit P | La Thanh Hotel | 218 Doi Can | Hanoi | Vietnam www.wusc.ca | twitter: @WorldUniService | www.facebook.com/wusc.ca

Mathieu Aebi

• 6 years work experience in 7 countries:

– Canada, Switzerland, UK, Hungary, Holland, Peru,

Vietnam

• Expertise in:

– Project Management

– Training & education

– Business & Administration

• Education:

– MBA in Development Studies

- B.sc in International Studies

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Table of Contents

1. Purpose & Objectives

2. Ice Breaker

3. Marketing in Public Education

4. Your Marketing Plan

5. The Summary of the Situation (SWOT Analysis)

6. Recruitment Techniques

7. How do you define your market and your College?

8. The Competition& The Positionning Map

9. Communication & Social Media

10.Market Research & Advertisement

11.Planning

12.Conclusion

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Workshop Objectives

1. Introduce Basic Marketing Tools

2. Develop New Methods of Recruitment

3. Monitor and Control recruitment effectiveness

4. Share Best Practices in Vietnam and Canada

5. Plan the next students recruitment period

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Ice Breaker

Who am I? EQUIPEMENT: People and label stickers that are pre-written with the

name of a person or character

TIME: 10-20 minutes depending on group size

OBJECTIVE: Interact with one another, break down personal barriers and

have fun.

DESCRIPION: One person is standing in the middle of the circle. That

person has the name on his/her back and the others are answering yes or

no questions. Once participants finally figure out who they are, they can

continue to answer other people’s yes or no questions

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Definition of Marketing

There are many definitions of marketing:

“Marketing is the social process by which

individuals and groups obtain what they

need and want through creating and

exchanging products and value with

others”

Kotle(born 27 may 1931 in Chicago).

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What do we do in Public

Education?

Service: “A service is any act or

performance that one party can offer to

another that is essentially intangible and

does not result in the ownership of

anything. Its production may or may not

be tied to a physical product.” (Kotler, 2003, p.444)

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What do we do in

Education?

“Education fits the following service

requirements: it is people-based, it

requires the student to be present, and it

meets a personal need.” (Kotler)

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Why is Marketing important

for Public Schools?

To meet government expectations

To prevent from external Threats

To reach Parental expectations

To develop your image building

To obtain resources

For Image Building

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Your Marketing Plan

A Marketing Plan :

A business document written for the purpose of describing

the current market position of a business and its marketing

strategy for the period covered by the marketing plan.

Marketing plans usually have a life from one to five

years.

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The Purpose of a Marketing Plan :

1)To clearly show what steps will be undertaken to

achieve the school‘s marketing objectives.

2) To explain where the school intends to go in the future

Your Marketing Plan

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Objectives

Needed as Part of the yearly Planning process

Needed to introduce something new

Needed for entering new market

Needed for trying a new strategy to fix an existing problem

Your Marketing Plan

• Look internally: (the 4 P’s)

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Product Price Place Promotion

Your Marketing Plan

• Look Externally: (PESTEL)

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Political Context

Economical Context

Socio-Cultural Context

Technological Context

Environmental Context

Legal Context

Your Plan step by step

Define your College Define your Students

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Understand your

school’s setting

and students

needs and wants

Design a school-

driven marketing

strategy that

involves all

related persons

Construct a

program that

delivers quality

value

Define your Plan = Sustained Students Loyalty

Build

meaningful

relationships and

create students

happiness /

Capture value

from students to

enhance

students loyalty

Keys for a successful

Marketing Plan • Define your service 1

• Identify your target market 2

• Know your Competition 3

• Find a Niche 4

• Develop Awareness (Promotion) 5

• Build Credibility (don’t lie) 6

• Be Consistent (unique message) 7

• Maintain Focus 8

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Group Activity: PESTEL

• Marketing Mix

• PESTEL

• 20-25 min

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Your College

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Summary of the Situation

“The Past, Present and Future of the market is a cycle.

When it becomes more and more difficult to recruit

students, you are at the end of the cycle, so you need to

adjust your strategies…”

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Number of

Students End of Cycle

Top Capacity/

Loyal Students

First

Students

Length

Summary of the Situation

What Community Colleges in Vietnam generally do:

Visits to upper secondary schools to deliver brochures to students

Talk to students about the College in person

Phone students and encourage them to join the College if they fail the entrance University exam

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What Community Colleges should do:

Establish a communication strategy

Discuss a SWOT analysis with teachers

Involve Long Term Partners

Elaborate new types of advertising media

Involve successful alumni

9 Other recruitment

techniques • Reach prospective students earlier

• Broaden entry routes into the business

• Remind introductory students that your

alumni are in a wide variety of interesting

careers

• Integrate internships with your

curriculum

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9 Other recruitment

techniques (2) • Develop a sense of community among

your students

• Find out what you are doing well

• Sing your college’s praises

• Work with your admission office to

improve information about CC

• Recruit the parents

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BTCC wants to recruit 20% more

students for the next semester

• 20-25 minutes

• Divide participants into 4 groups

• Rotate every 2-3 minutes

• Group discussion

Activity: SWOT

Question…

Based on your analysis, what do you see as

your organization’s main:

• Strenghts

• Weaknesses

• Opportunities

• Threats

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Summary of the Situation

The staff turn-over is important (salary)

The College doesn’t have any brand identity

The College is not well-renowned and is less prestigious than Universities

BTCC can’t meet MOET requirements (teachers, equipment)

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Strengths

Weaknesses

The College admission fees are cheaper

The teachers have expertise and experience

The College has good facilities

Summary of the situation

No good recognition of Diplomas

Budget Constraint

for marketing

Curriculum is fixed

Education is not

recognized as a service

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What are the threats for Vietnam Community College?

Definition of the Service

provided by the College

Describe the services

that you provide to

students, in order that

they fully understand the

school.

• Curriculum

• Activities

• Environment

• Facilities

• Etc…

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How do you define your

market and your College?

Un

de

rsta

nd

yo

ur

ma

rke

t • Take a close look at the changes that affected your market share

• Vision

• Actors

• Fluctuation

• Competition

• Scholarships

• Tuitions

• Breaking News

• Legalization

• Research: Articles, websites, external environment

Un

de

rsta

nd

yo

ur

sch

oo

l • Understand your school background and your students needs and wants

• Socio-cultural Changes

• Trends

• Economic Context

• Physical Environment

• Transport

• Infrastructures

• Political Context

• Internal Environment: Surveys, Interviews, Evaluation form

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Activity

What is your College Brand Identity?

– Answer the questionnaire in pairs

– Group discussion

– 20-25 min

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The Competition

• The Competition

landscape

– Give an overall view of the

services offered by your

competitors, their strenghts

and weaknesses

– Position the Service of your

competitors compared to your

own service.(next Table)

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A B

C D

Performances R

ep

uta

tio

n

The Competition

• University of Phan

Thiet • Reputation

• Performance

• Accessibility

• Diplomas

• Scholarships

• International Exchanges

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Activity: The

Competition • Group Activity

• 20 min

– Find out the main weaknesses of your

competitor

– Draft a strategy for BTCC in order to gain

market shares

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The Positioning Map

• Positioning of your service

– Formula or pattern that defines precisely your

service compared to the market and the

competitors

• Engagement taken to the future students

– Formula or pattern which sum up what the

school provides to the future students (the

targeted group)

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Activity: The positioning

map • Positioning is a simple and useful tool. After segmenting a

market and then targeting a student, you would proceed to

position within that market.

• - Positioning is all about PERCEPTION. Perception differs

from person to person, and so do the results of the

positioning map.

• - Educational Services are “mapped”together on a

positioning map, allowing comparison/ contrast in relation

to each others.

• Workbook p.7, 10 min in groups

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Communication and

Advertisement

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The Communication

Strategies

• Messages for the audience

• Target categories of students

• Help to develop the school’s brand

awareness

• Students translate service information into

perceptions about the school’s attributes

and its position within the larger market of

education

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The Social Media

In 2012, in Canada about 2/3 of the

students used social media to research

colleges and universities.

38% were influenced in their enrollment

decision

57% used Facebook

42% used Youtube

18% used Twitter

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Example: Admission

Forum

Being able to make connections in real time

with real people (customer service)

Create an online social community for

students to connect with current students or

alumni

Organized way of connecting with people at

the institution

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Example: Admission

Forum • A place to discuss:

– College preparation

– College entrance exams

– Application essays

– College rankings

– Campus visits

– College Interviews

– With alumni students

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Examples

University of Washington

• https://www.facebook.com/uwstudentlife

Hai Phong Community

College

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Launching Strategies

• Launching Plan

– When The school annouces its

service/promotion (press release, video, etc.)

• Promotional Campaign

– Present and Revise the detailed information

about the College

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Phase 1 Phase 2

Phase 3

jan feb mar apr may jun jul aug sep oct nov dec

Public Relations

• Strategy and Implementation

– Public Relations Strategies

– Guidelines of Public Relations’ Plan

– Prepare an alternative Public Relation’s Plan

including editorial schedule, meeting and

conferences

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Advertisement

• A form of communication used to

encourage or persuade

• The desired result is to drive students’

behaviour

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Market Research

• Opportunities by vertical market

– Talks about opportunities of different market segments (parents orientation, disadvantaged children, etc.)

– Talks about strategies of distribution for those markets or those segments

– Addresses the issue of using an outside company for the promotion to vertical markets

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Activity: the

segmentation • 30 min

• In groups

• Read the workbook p.8

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Location/Place

• Interprovincial Promotion

– Talks about Promotion strategies in other provinces;

targets certain provinces or cities

– Talks about the problems related to interprovincial

Promotion

• Interprovincial Promotion Problems

– Shows the modifications and adjustments that you

want to make to your promotion’s message according

to the place of promotion

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Objectives and Indicators

• First Year Objectives

• Other Annual Objectives

• Monitor Good and Bad Results

• Requirements to achieve success

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Planning

• Key Expectations for the next 18 months

• Time Factor

– Identify the critical path to succeed

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Task 1

Task 2

Task 3

Task 4

Milestone

Activity:

• Find 8 major reasons for a student to apply

at BTCC?

• Use the SWOT chart

• Write down a banner promotional message

that describes the school’s strengths.

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Conclusion

Join Educational

Fairs in Binh Thuan

Province

Educational Seminars

Campus Visits

Marketing Activities for

families

Elaborate New Social

Media

Admission Guidance

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How can the college recruit as many candidates as possible?

Conclusion

Schedule the Marketing Plan

Set Objectives and Indicators

Do some Market Research

Draft a PR & Communication Strategy

Draft a Positioning Map

SWOT Analysis of Competition

Definition of the mission and vision

SWOT Analysis

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How can we improve the recruitment effectively?

Conclusion

What the College can do to deal with BTCC’s

external challenges? Any ideas?

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No good recognition of

Diplomas

Budget Constraint for

marketing

Curriculum is fixed

Education is not recognized

as a service

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