Strategies in Higher Education marketing

10-11Welcome to our 3rd annual conference!Strategies in Higher Educational Marketing

10-11

Overview

1. Development of marketing tools

2. Instruments

3. Educational marketing strategy

4. Challenges and approaches

1. Development of marketing tools

1. Changes at EDU-CON

1. Changes at EDU-CON

1. Changes at EDU-CON

2. Instruments

2.1 Basic – University website

2.1 Basis – Portal website

Through our websitewww.studieren-in-holland.dewe inform German students about higher education programmes in Holland.

We are Nr. 1 and growing!

2.2 Basis – Study programme - Website

2.2 Basis – Theme - Website

2.2 Market study programmes - Website

First Second Third in numbers in percentage

Degree Programme Type of University Location 1386 44,6%

Degree Programme Location Type of University 1325 42,6%

Type of University Degree Programme Location 183 5,9%

Location Degree Programme Type of University 172 5,5%

Type of University Location Degree Programme 25 0,8%

Location Type of University Degree Programme 19 0,6%

3110 100%

According to: Hachmeister/Harde/Langer 2007 (CHE)

Order of choice about Subject-, Location-, and Institution Type

Total

2.2 Connecting portals – Web power

- university portal

- info portal- study programme portal- theme portal- etc

2.3 Basis - Newsletter

2.3 Basis – University - Newsletter

2.3 Basis – studieren-in-holland - Newsletter

2.3 Basis – Theme - Newsletter

2.4 Recruiting through New Media

2.4 University video portals

2.4 Sixteen video portals

2.4 Study programme video portals

2.5 Recruiting through New Media

2.5 Blog – University Blog

2.5 Blog – studieren-in-

2.5 Blog – Theme

2.5 Blog – Study programme

2.6 Recruiting through New Media

2.6 Myspace – University site

2.6 Myspace – studieren-in-holland

2.6 Myspace – Theme

2.6 Myspace – Study programme

2.7 Recruiting through New Media

2.7 Facebook – Stenden hogeschool

2.7 Facebook – studieren-in-holland

2.7 Facebook – Theme

2.7 Facebook – Study programme

2.8 Recruiting through New Media

2.8 Twitter

2.9 Recruiting through New Media

3. Educational marketing strategy

Seven steps which lead to success

3.1 To have a plan –Cardinal Sin No.1 (CS1) - no plan –

or individual actions are not integrated

or Centralised Administration leads to no action

3.2 Start with and act most for

top selling products–CS2– No amount of coverage

3. Educational marketing strategy

Seven steps which lead to success

3.3 Database of client informationCS3 – No or Lead Mania and spamming

3.4 Service units must be pro-active CS4 - Service units ruin all efforts

3. Educational marketing strategy

Seven steps which lead to success

3.5 Marketing evaluation–

CS5 No Marketing evaluation

3.6 New products and old

products must be optimisedCS6 Stay on the Status quo

3. Educational marketing strategy

Seven steps which lead to success

3.7 Modernise your plan in time

– every half year CS7 – First will be the last

4. Challenges and approaches to solutions

4.1 Job and Work is changing

Web and Social Media activities will dominate

4. Challenges and approaches to solutions

4.2 What makes the difference - speed

fast reaction in all areas –

need to “be perfect” kills everything

4. Challenges and approaches to solutions

4.3 Make a plan for each target country

how to find your university

for every Tool

and connect every tool

(each country is different)

look for partners

4. Challenges and approaches to solutions

4.4 How can you be everywhere

- concentrate on main markets

and sell good selling

products first

Example

The Netherlands

4. Challenges and approaches to solutions

4. Challenges and approaches to solutions

4.5 Cold and hot leads

Evaluate all your actions

- statistics could be interpreted incorrectly

- E- questionnaire to all incoming students

- Keep the balance: First you have to deal with your

clients – second look at statistics

“Lead Mania” is very dangerous

4. Challenges and approaches to solutions

4.6 Find out what happens

and tie the contacts –

install a qualitative

CRM

4. Challenges and approaches to solutions

4.7 Renew your plan and activities

Every three months

- at today’s fast pace it is not possible

to make only one plan a year