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DRIVING EXCELLENCE IN HIGHER EDUCATION University’s Reputation: Improving Recognition Zoya Zaitseva January 2016

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QS Mission: To enable motivated people around the world to fulfil their potential by fostering international mobility, educational achievement and career development

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DRIVING EXCELLENCE IN HIGHER EDUCATION Universitys Reputation: Improving Recognition Zoya Zaitseva January 2016 University on a global arena Managing Reputation & Perception B2B & B2C Events Online Marketing QS Mission: To enable motivated people around the world to fulfil their potential by fostering international mobility, educational achievement and career development Kazakhstan KEY CHALLENGES Attractiveness as study and research destination Recognition in the field and beyond Conditions political, social, economic Choosing a university key factors Source: TopUniversities.com Applicants Survey Reputation and Recognition Recognition and reputation do not come easily, quickly, or lightly to higher education institutions. The accomplishments of faculty and students have a direct impact. Yet in this age of information overload, universities must be intentional, consistent and persistent in telling their stories over a sustained period with messaging that is authentic with the reality of the institution. Strategic Action Group Committee on Local, National, and Worldwide Recognition, University of Houston 7 What is Event Marketing? Event marketing is a promotional strategy that involves face-to-face contact between providers and their customers at special events like concerts, fairs, etc. OR Event marketing describes the process of developing a themed exhibit, display, or presentation to promote a product, service, cause, or organization leveraging in- person engagement. Events can occur online or offline, and can be participated in, hosted, or sponsored. Information channels Student Faculty member Employer Social networks Fairsmarketing Print advertising RankingsBrochuresWebsitesAgentsBlogsForumsParentsAlumniBranding Scholarship s Posters & billboards CRM Forming perception Positive visibility Gap analysis current perception vs desired Continuous assessment of PR & Marketing impact Materials Analyze materials & messages based on the gap survey Quality of faculty Monitoring, public recognition and PR of achievements Nurture your talking heads Forming perception Internationalization Of programs, students, faculty members and other staff Selective admissions Analyse the market based on your mid- and long-term goals Monitor your campaigns, know your ROI Connection with alumni life-long experience Family-feel: area on the web site, CRM, newsletters, career updates Events for alums: networking, guest speakers, focus groups Endowment fund is not the only thing you can get from alums Forming perception Reputation via your staff members and talking heads: International projects Presentations at B2B events Be OPEN, INTERACTIVE and APPROACHABLE via Social networks Interactive tools on your own web site Professional networks EVENTS Strategic & Specialized Planning and Executing an Event Online Marketing GENERATE LEADS EDUCATE / TRAIN DRIVE DEMAND & UPSELL ENGAGEMENT Goals Your Logo BRAND AWARENESS Traditional vs New Marketing Outbound Marketing Telemarketing Fairs Direct mail shots Print TV / Radio Interruption based Inbound Marketing Search Engine Optimization Blogging Social Media RSS feeds Free tools / trials Video Permission based Goals Define your goals Brand exposure Brand engagement Enquiries Applications Enrolments Conversion rate / cost Quality of conversion Diversification Get your data Google Analytics Facebook Insights Social media monitoring Event registration Ads campaign reports CRM / Salesforce Data files from web forms Tracking How did you hear? Key B2B events Going Global, NAFSA, EAIE, IREG, QS-APPLE, MoveOn, European Commission, etc. Typical: Plenary and parallel sessions, fair Topics: Internationalization, academic mobility, student recruitment, joint programs, etc. What to look for: - Access to the delegates lists in advance - Plan your schedule sessions, meetings - Follow up FAST! First Russian avenue 2012 Key B2C events Interstate collaborations like Beijing fair Direct recruitment Begin Group, Education USA, Study in the UK, QS World Grad School Tour, etc What to look for: Booth or table Panel discussion, presentation, workshop Promo campaign Social media referrals Access to all registered candidates, not just the ones collected Follow up instantly! Planning an event Event marketing mistakes Going in blind plan, plan, plan! Your data is old Not knowing who exactly you need Missing deadlines Forgetting relevant conversations Not standing out from the crowd Not tracking the results Spamming the planet Disregard the calendar What to remember before any event Set realistic and targeted goals up front Incorporate a strong theme and a cohesive look & feel Be creative Include multiple touches in your promotion Segment your promotion to reach the right audience Include social media in your event plans in all stages Be the first to follow-up with attendees & non-attendees Measure ROI basic, progressive, pipeline BUT! Not everything that counts can be counted, and not everything that can be counted counts. Albert Einstein Marketing an event Before the event The event page or web site: Compelling description what, when, why; benefits; quotes Speakers pictures and bios Event images and videos Curation of content - buzz -Pre-event-Subject line -Timing send during the weekend or weekday? -Video thumbnail -Social proof from previous events -Reminders based on user behaviour FacebookYouTubeSocial Bookmarking External BlogsInstitutional Blogs 1 Campus LifeEventsCoursesFacultyCampus Life 2 SportsCampus Life Projects, Non- Research Research, Physical Sciences Events 3 TechnologyFaculty Research, Physical Sciences Institution Overall 4 Product Services CoursesEvents Expert Commentary Institution Sub- Groups 5 Events Institution Overall FacultyEventsAdmissions Online strategy priorities Importance of social media by region Marketing an event Social activity Hashtag Links in social media bios in your existing profiles Relevant people on Twitter, Facebook, etc mention them Schedule your messages in advance (HootSuite, Buffer, etc) Registration Thank you! page offer to share and include hashtag Registration autoconfirmationPre-event blog posts use the speakers Cross the streams thank those who share on FB on Twitter Use your partners ask them to share pre-written posts Examples of tweets Registration opens Early-bird registration is ending soon Countdown: Just X days until the event! Reminder of time and location Thank your sponsors (mention sponsors) Just saw Janes presentation. Wow! (mention speakers) See you at the event! (mention registrants) Thanks for sharing, posting and re-tweeting (mention anyone who shared) Tweets with a testimonial quotes about a speaker (find these on LinkedIn) Tweet to the pre-event blog post using a quote from the interview. (mention speaker) Thanks for registering! See you there! (mention registrants, especially social media influencers) Social media are there for you Work with local media and industry web sites Submit to local media outlets Submit to relevant associations Let the press know Make friends with journalists Ask local experts about what they read Identify the influencers Customise your communication Who to make friends with Top 20 most searched universities by Google users worldwide, University of Phoenix11. University of Mumbai 2. Massachusetts Institute of Technology12. University College London 3. Open University13. University of Oxford 4. University of Calicut14. Florida State University 5. University of California, Los Angeles15. Harvard University 6. Anna University16. University of Cambridge 7. Stanford University17. Liberty University 8. London School of Economics18. University of Rajasthan 9. Columbia University19. University of Michigan 10. New York University20. Annamalai University Research SEO o Identify your keywords and target them o Title tags and headers o Search-friendly description SEO & Keyword tools o Wordtracker - freekeywords.wordtracker.com o Yahoo clues clues.yahoo.com o Google insightso SEObook Marketing an event 981 Likes 168 People were there 5.0 out of 5 stars 6 Reviews During and Post-event Marketing During the event tweet, check in, share, run contests and make friends After the event: Thank you letters Summary of presentations Quotes Gallery of event photos Lists top tweets, speakers, highlights. Feedback surveys Invite to follow you Offer to keep notified of the future events Old-style Visualisation still works Planning an event If Marketing Events is Your Job Make your life easier by helping your colleagues create: -Useful links -Check-lists -Exhibit kits -Image gallery -Brandbook How HE Marketing will change Post-click personalization Real-time, data-informed decision making Mobile-ready marketing Marketing through graduation Know what you dont know Evolllution.com Keep Learning! University Website Digital Strategy Personification & Interaction Sell Experiences 48 Has to communicate: o Main mission o Research priorities Quality content: o Your journals and publications o Media video, webinars, virtual tours, etc. o Repository and archive o Social projects Internationalization: o Multilanguage options o Guides for international students and faculty members o Intuitive structure o Multilanguage search Web site is your face for the rest of the world Best Homepage Virtual tour - Clear call for action - Understanding of Target Audience - Usability - Interactivity -Personas Requirements Snowball method Remember it is always a dialogue Read and Write Ben Sowter Intelligence UnitMattHerzberger.com [http://www.mattherzberger.com] SquaredPeg.com [http://www.squaredpeg.com] Higher Ed Marketing [http://highered.prblogs.org ].eduGuru [http://www.doteduguru.com] Mark Greenfield - Higher Ed Web Consulting [http://www.markgr.com] Marketing Higher Ed [http://higheredmarketing.blogspot.com] Future Endeavour [http://futureendeavour.blogspot.com] Interactive Media for Higher Education [http://imhe.blogspot.com] Jeremy Wilburn - UIS The Real Deal [http://jeremywilburn.wordpress.com] The Higher Ed Marketing Blog [http://higheredmarketingblog.wordpress.com] eduStyle [http://www.edustyle.net] Tales from Redesignland [http://redesignland.blogspot.com] Web Development Blog [http://blog.case.edu/webdev/] UBrander [http://ubrander.wordpress.com/] GlobalHigherEd [http://globalhighered.wordpress.com] Karlyn Morissette [http://www.karlynmorissette.com] HighEdWebTech [http://www.highedwebtech.com] Keeping on Top of Higher Ed [http://keepingontop.azorus.com] Useful stuff Marketing and Student Recruitment Practices Benchmark Report for Four-Year and Two-Year Institutions HE in Australia: https://higherediq.wordpress.com Industry reports:Event template web sites:Rutgers University tips:HE Social Media online conference:HighEdBlog.org YouVisit.com Goal: Effective Communication PromotePromote OptimizeOptimize EngageEngage MeasureMeasure Rankings: TopUniversities.com Methodology: IU.QS.com Country analyses:Facebook:Stay tuned with QS! ! Thank you! Zoya Zaitseva