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international student recruitmentand business marketing
Presentation Summary
•Introduction to Edinburgh Napier
•Marketing:
–International student recruitment
–Businesses
–Partnership
–“Business tailor”
– Marketing “System”
•Summary
Scotland
Edinburgh Napier University
We are a leading modern university committed to the highest standards of excellence in teaching, learning, research and knowledge transfer.
Our purpose is to develop in individuals, organisations and communities the skills and knowledge which will enable them to succeed.
We are focused on providing education and undertaking research which is directly relevant to enabling graduate employability and to supporting sustainable economic growth in Scotland and beyond.
About us
Established 1964
Nearly 18,000 students from 115 countries
93.6%** of undergraduate students in jobs/further study six months after graduating
97% of postgraduate students are in work or further study within six months of graduation (DLHE 2010)
29% overseas students
Three faculties and eight schools
Three main campuses in Edinburgh
Nine Institutes of Research & Innovation
Facts & Figures*
* 2009/10 **HESA 2010/11
Some of our famous Honorary Graduates
Faculty of Health, Life & Social Science
Faculty of Engineering, Computing & Creative Industries
The Business School
Faculties
Principal & Vice Chancellor
Vice Principal (Academic)
University Secretary
University management structure
Office University Secretary
Director of Property & Facilities Services
Director of Information
Services
VP(Academic)
Office
Dean Faculty of Life & Social Sciences
Dean Business School
Dean Faculty of Engineering, Computing & Creative
Industries
Academic, Strategy &
Practice Lead
Research, Strategy &
Practice Lead
AssistantDean
AssistantDean
AssistantDean
AssistantDean
Vice Principal (Strategy, Resources & External Relations)
Director of Finance, Planning & Commercial Services
Director of HumanResources & Development
Director ofInternational
Development & External Affairs
HeadSchool of Nursing, Midwifery &
Social Care
Head School of Life, Sport &
Social Sciences
AssistantDean
AssistantDean
Head School of Engineering &
the Built Environment
Head School of Arts &
Creative Industries
Head School of
Computing
Head School of Management
HeadSchool of Accounting, Financial
Services & Law
Head School of Marketing
Tourism & Languages
Director of Student
& Academic Services
May 2012
Marketing to international students
Offices in Hyderabad, Beijing, Shandong & Singapore
Active in Hong Kong for over 20 years
New developments & business links in Singapore
18 international institutional partners
◦ Overseas delivery
◦ Dual site delivery
◦ Research collaboration
67,000 active alumni in 126 countries including US, China & India
International
India
Permanent India Office in Hyderabad since 2009
Over 300 students currently studying Edinburgh Napier degrees in Delhi, Kolkata and Delhi with Institute of Advanced Management
Scottish Centre for Tagore Studies opened in Edinburgh Napier in 2012 to promote Indian culture, philosophy, art and literature through the work of Rabindranath Tagore
2 x £5,000 Tagore Scholarships for outstanding Creative Arts students looking to start in September 2013
5 x £2,000 PS Foundation scholarships donated by Vin Murria to support students in Business, Computing & Engineering who meet with financial difficulty
Edinburgh Napier in India
Postgraduate fees range from £10,520 - £13,330 (925,000 INR – 1,170,000 INR)
Undergraduate fees are approximately £10,080 (885,000 INR)
Edinburgh Napier provide 25 Indian Postgraduate Scholarships of £2,000 per year for the best qualified students
Living costs are estimated at £600-800 per month – including £300-400 for accommodation costs
Costs of Study
Undergraduate applications must come through www.ucas.com and Postgraduate through www.courses.napier.ac.uk
Application can be turned around in 5 working days
On receiving an offer you would be expected to pay £3,500 before we are able to issue a CAS (student visa sponsorship) letter
UK Border Agency will then use bank statements to assess whether you have the access to outstanding fee plus living costs for your duration of study (based on £800 per month)
Application & Immigration Process
Marketing to businesses
Leadership & Management Practice
Employment Research
Science & Health Innovation
Creative Industries
Informatics & Digital Innovation
Product Design & Manufacture
Sustainable Construction
Forest Products Research
Transport Research
Business entry points
World leading research in specialist areas which has a direct and immediate economic impact
Bespoke multi-disciplinary services in:
Contract Research
Consultancy
Knowledge Transfer
Continuing Professional Development
What Napier has to market
Patented a process to develop Biofuel from Whisky waste products – Celtic Renewables Ltd
Digital security software – Inquisitive Systems Ltd
Queens Anniversary Prize
Achievements
Marketing Strategy:
• An ‘umbrella’ brand and strategy for multiple organisations
• 9 Partners as a Single ‘gateway’ to university and college expertise;
• Providing a straightforward entry point for businesses
• Approach:
–Establish strategic aims and target audience (e.g. key business sectors, referral organisations, internal staff)
–Review the current market place (SWOT analysis)
–Create list of key objectives and messages to customers – students or businesses
–Consider systems integration (e.g. website to integrate with CRM system)
–Create list of key requirements for marketing materials e.g. logo, website, copy, suite of photography, templates etc.
• Invitation to tender for brand creation & for social media strategy
9 partners !
BIE
CRM System
• ENU use of Salesforce includes:
– Logging and tracking interactions with business clients and academic staff
–Generate data for reports
• (e.g. investment in R&D, new products, jobs created – impact on the economy)
– Communication across the disparate partners via Chatter
–Marketing campaign management
–Business Tailor enquiry form linked to Salesforce system
SEEKIT OUTPUTS – to end of October 2012Performance Indicator Profile Total
TargetAchieved %age Target
Delivered
Year 1 Year 2 Year 3
No. of events held. 7 7 7 21 6 29%No. of SMEs attending events. 140 140 140 420 45 11%No. of SMEs helped with advice/information (<1 day) 120 180 295 595 369 62%No. of SMEs assisted (1 - 5 days) 74 111 187 372 147 40%No. of SMEs assisted with High Level support > 5 days) 30 45 74 149 61 41%No. of SMEs undertaking Innovation/ RTD Projects 25 38 61 124 120 97%No. of new patents issued/IPR registrations made. 2 4 6 12 1 8%No. of new licensing deals between SMEs and Science Base. 7 10 18 35 1 3%No. of new links between SMEs and Science Base. 66 66 68 200 132 66%No. of SMEs receiving support for energy savings and efficiency 15 30 30 75 2 3%No of renewable energy projects supported 4 6 9 19 2 11%
Leads Referred to Interface 40 60 100 200 0 -RESULTS
Increased investment in external knowledge/Innovation/RTD by SMEs (£) 2,287,591 3,431,387 5,718,977 11,437,955 1,940,883 17%No. of products, processes or services significantly improved 12 18 31 61 21 34%New ones introduced 6 10 16 32 8 25%No. of SMEs with reduced costs per unit output 6 9 14 29 2 7%No. of new spin-outs/SMEs formed 1 2 4 7 2 29%OTHERSMART/R&D General Awards 5 8 10 23 1 4%Other Funding Apps (e.g. KTP) 20 30 51 101 76 75%Market Assessments carried out 5 8 10 23 0 -IMPACTSIncrease in turnover in assisted businesses (£) 1,233,214 1,849,822 3,083,036 6,166,072 1,016,000 16%Total no. of gross new jobs. 16 24 40 80 8 10%Total no. of gross jobs safeguarded. 16 24 41 81 12 15%
Typical CRM report
+
= Marketing System
CRM System
Summary•Introduction to Edinburgh Napier
•Marketing style and messaging depends on purpose:
International Students BusinessesProfile Esteem Profile Esteem
Cost Costs
Visa Service standards – make life easy
Living experience – “Edinburgh” “Why work with us”
Support Support – Innovation fund
Long term benefits - employability Impact through Innovation
Testimonials Testimonials
Workshop
• Why do I want / need to do it?
• What’s in it for me?– Income?– Expectation – eg Policy– Informed teaching and learning?
• Customers:– Which sector are they in?– Where are my new customers?– What do they want from me?– How much can they pay – if they can?– When do they need it?– Is company size a factor?– Threats
Workshop
• What are the equivalent messages for me?
• Explore – what are my foci?– Service quality– Specialist know how, facilities, IP etc– Funding – do I have or can I access funding to make it easier?
• SWOT Analysis– Strengths– Weaknesses– Opportunities– Threats
