International student recruitmentmarketing channels, ROI integration and

optimisation across student lifecycle stages

Student LifecycleWe can skin the cat different waysSee the whole picture rather than individualEvent > Result

Marketing ChannelsInternational Student RecruitmentNo only digital but also offline

1. Awareness

Starts when prospective students do not even know about the existence of an education provider, it can also be that the prospective students knows the brand but does not know much about it

2. Enquiry / RegistrationStudents raise their hands and say, I want to find our more about this course or education providerEnquire now!

CoursesStudy this awesome course

Website

Hello!

I like you!

U1

Hi, thank you for your enquiry about the Bachelor of….

Course Email3. Engagement

Starts with the first response and it includes all engagement until the prospective student is ready to apply

Apply ApplyApply

4. ApplicationThe student continues on the journey to

express now a clear expression of interest on joining the education provider

Process

6

5. OfferThe student is issued an offer by the education provider, it might be multiple providers

1 6. Acceptance

The students chooses one of the offers

7. VisaOnce the fees have been met and the offer has been accepted the education provides

issues an eCoE and the students applies for a student visa

8. EnrolmentThe student enrolls with the education

provider and meets full-time criteria past census date

Tracking ROI and increasing conversion rates

CRM• Hobsons for all countries but Pakistan• Pakistan with Zoho CRM• Pakistani student• Marketing Automation

1. Awareness

Websites

Articles, listings, banners

Social MediaFacebook, Linkedin, Twitter, Youtube. (paid and organic)

Search Engine

s

Google, Bing, Yahoo. (paid and organic)

TraditionalMedia

Newspapers, Radio, Billboard, Flyers, TV

Word of mouth

and Below

the line BTL

Referrals, Recommendations

SalesTelemarketing, personal selling

2. Enquiry / Registration

UTAS

Walk inGoing to office

Phone CallInbound or voicemail

Emailintl.study@utas.edu.au

Social MediaMessage or comment

EventOnline or offline attendance

Web FormWhat you need to know

Tracking & Optimising

Search Engine Optimisation (SEO) & Analytics

Short URLs

Event Tablet Apps

Landing Pages & Forms

Landing Pages & Forms

Branded URLHobsons API

Event registrations & EnquiriesA/B Testing

DuplicateUnique landing pages per medium

Connect with Zoho CRMEmbed Hobsons HTML form

Unique Source valueDate of Birth field

Event Tablet App

Powered by MailchimpChimpadeedoo

FreeWorks offline

Our form valuesAndroid and iOS

Our brandOur copy

Sync with CRM via Cazoomi

Search Engine Optimisation

SEOActionable Report

Spelling MistakesSpeed – Images, etc.Broken LinksContent KeywordsAccessibilityConnects to your social mediaErrors

Awww.utas.edu.au/facebook

Short URL’s

1Google URL Builder

Connect offline marketing with web to measure results

Branded short URLDomai.nr

Pep.siGoog.leGoto.mq

Source: FacebookMedium: CPCName: MBA UTAS

Email Marketing

1

Enquiry responsePre-event marketingPost-event marketingLead nurturingNotifications

Content Marketing

2

BlogEducation ProviderLevel of StudyNationalityDestination

Video

Events3

Offline eventsKiosk app

Online eventsWebinars

Telemarketing4

InboundSMSOutboundVoicemail

3. Engagement

4. Application

Apply

OASIn

personPhone

Paper

Tracking & Optimising

Conference Software (Webinars & Meetings)

Landing Pages

Online Application Software

Social Media Marketing

Email Marketing Software

Email Marketing Software

Zoho CampaignsWorkflow

1.Conditions based on behaviour2.Time based conditions3.Field update conditions

Easy to useEmails recorded per contactConnected to CRM

Event Email Marketing

Pre-event, Event Reminder, Thank you Attendee, Thank you Absentee

Conference Software

OnlineMeetings

Reliable

Share your screenRecord conversation

Meeting up to 100VoIP, mobile, desktop, app

Chat

Share Screen

Landing Pages

Online events, offline events, apply

Social Media MarketingFacebook & Twitter

Custom AudiencesDivide by any criteria

Online Application System (OAS)

Apply ApplyApply

StudyLink Connect1500 Agents

Over 40 universities and collegesUSA, Australia, UK

Turn-around improvementStatus change real time transparency

Course database access

5. OfferEmail

marketing Telemarketing

BTL

6. Acceptance• Early Acceptance Incentive• Webinar• Personalised URL

Tracking & Optimising

Conference Software (Webinars & Meetings)

Landing Pages

Personalised URL

Email Marketing Software

Conference Software

ReliableShare your screenPresent & ModerateRecord conversationWebinar up to 1,000VoIP, mobile, desktop, appChat

Landing PageAutomation

Webinar registration pageConnect to conference software

Landing Pages

Personalised URL

utas.university/john-doe

THANK YOU!