Top 10 Tips for sustainability and successICEF Miami 2018

Pamela Barrett, Director & CEO Barton CarlyleChris Price, VP Global Partnerships AdventusEducation

bartoncarlyle.com

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It’s scary put there, and we need to be at our best in this dynamic, competitive marketplace

Why we need to know where we’re going:STRATEGY

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1) The challenge in the current marketplace is that there are some markets that are clearly much bigger than others, so not all market strategies are the right fit for every institution. You need to have a flexible, and relevant strategy

2) For instance, you can be a follower, and that’s a perfectly legitimate strategy. But you need to identify who you are following/benchmarking and don’t do that randomly. How does it fit with your strategy?

3) The most important contribution of your strategy is to spell out the scope of the opportunities you seek to uncover, manage and sustain, and the direction of travel you are pursuing. Your strategy for this marketplace should be more than “I want to diversify”, because everyone does. Figure out what kind of diversification you want, and can afford.

Understanding markets:MARKET INTELLIGENCE MATTERS

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We need to have an intentional market intelligence strategy, a purposeful way of considering where our students are going to be coming from in the future

Market intelligence helps an understanding of the environment: the size and scope of the opportunity and how to compete

What are we looking for in our key markets?

• Addressability: an assessment of markets where we might effectively and safely recruit students

• Economic factors: growth, wealth distribution and the presence of a growing middle class as a proxy indicator for affordability

• Demographics and structure of education systems: Considering the excess of demand over available local supply of higher education resource as the strongest indicator of global student mobility

Market presence countsBEING THERE3

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You really need to be present in key markets, with sufficient differentiation to make an impact:Consider in-market representative offices, and prioritise nurturing your institutional, sponsor and agent partnerships.

Why the numbers are important:ROI

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Diversification of markets costs more than operating in volume markets.

We need to be sure of our evidence base and monitor ROI.

Take a look at roiie.com

You can’t advocate for increased resources if you cant talk with your leadership about how much things

cost!

BUT

Count what you do, don’t just do what you can count

Where can it all go horribly wrong:MANAGING RISK

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In a world of risk we need to monitor and manage where/how things might go wrong by developing a risk register.Plenty of resources available at bartoncarlyle.com, including our risk mapping and risk management resources.

Resources for Managing Risk “Beyond the Horizon” 2016, from ICEF Monitor and Barton Carlyle Managing Risk article in

Nov/Dec 2018 NAFSA international Educator magazine

www.bartoncarlyle.comemail pamela@bartoncarlyle.com

Think Channels6

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Channels Multichannel (or Omni) channel marketing is a must!:

Managing Your Recruitment Journey 7

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ACQUISITION

Institution critical path

I want to study

Aware

Where’s best?

Choose

Help me compare

Info search

Can I get in?

Enquiry

Help me apply

Apply

Keep me informed

Assess

Offer

Offer

Help me decide

Accept / decline

Visa stress

Enroll & pay

Reassure me

Close sale

….

Arrive

….

Attend

RETENTION

Marketing cycle

Basically we don’t spend enough time on retention post ‘offer’ So spending more time on conversion is the ‘new normal’

student critical path

Understand Your Potential Students Recruitment ‘Journey’ and where yourinstitutional critical path aligns to get optimal recruitment outcomes (and

where marketing inputs would be most useful)

Think Agent Utility 8

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Agents Best use of agents:

Partnerships not subservience Avoid ‘appoint and forget’ Ask them what they need Train, train and train again Quick responses Competitive terms and conditions Take their advice from time to time

Content and Story Telling 9

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Content and Story Telling

Content and Story Telling We are lucky in education and it’s all about the story:

The life changing experience Those that have been before Outcomes and success stories Empathy and personalised content- humanistic content

strategies Interview sales teams and customers to inspire

storylines Build conversations

Building advocacy with quality content

Building a sense of community and belonging before they even

get there

Karolinska Institute (Sweden)

VU Amsterdam

Imperial -University of London

Communication is Everything 10

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Communicate, Communicate, Communicate Frequent, timely and informative/interesting

communications are vital:

Communicate to them in a way they wish to be communicated to!

Different audiences require different messaging i.e. agents /prospective students/parents & sponsors

Timing and frequency is important

HTML newsletters: Making Students and Advisors feel special – How technology can help with your messaging

•Identify what they want to read about

•Adjust marketing communications

and visit plans

•Refine your value proposition

•Define benefits and communicate compelling info

•Use competitions with prizes!

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THANKS For your participation