Helen Pennack, Director of University Marketing

Maximising the use of digital marketing for recruitment

The changed role of digital

• Digital is a strategic as well as a highly effective tactical tool to recruit students.

• Key realisation of our brand with prospective students.

• Key channel to engage and interact – build a relationship.

• Highly measurable – provides the tools for customer journey mapping.

A definition of brand

- Helps define an organisation in the mind of its customer (and its staff and students!).

- Already exists, whether consciously managed or not.

- Can be based on fact, word of mouth, media and experience, otherwise termed ‘moments of truth’.

- Driven by mixture of rational and emotional factors.

Relationship Marketing

• A strategy designed to foster customer loyalty, interaction and build long term relationships.

• A powerful means to communicate with stakeholders and optimise business transactions.

• At its heart is gathering an understanding of the customer and demonstrating that understanding through personalisation, tailoring the message and ultimately the offer/service/product.

• When we communicate with meaning, we have a better chance to get across OUR message.

Row Labels Count of Submission IDApplied Linguistics 0%Business 24%Caribbean Studies 1%Chemistry 1%Computer Science 2%Cultural Policy Studies 1%Economics 11%Education 9%Engineering 4%English and Comparative Literature 3%Film and Television 1%French 1%Hispanic 0%History 1%History of Art 1%Interdisciplinary Methodologies 0%Law 4%Life Sciences 5%Mathematics 3%Medical 7%Physics 0%Politics and International Studies 7%Psychology 3%Scientific Computing 0%Sociology 3%Statistics 1%Systems Biology Centre 1%Theatre and Performance 0%Warwick Manufacturing Group 1%(blank) 0%Grand Total 100%

Row LabelsCount of Submission ID

Academic at current institution 8%Careers / Higher Education / UCAS Fair 7%Employer 2%Facebook 2%Friend / Relative / Colleague 21%Guide / Directory (please specify below) 1%I am a current / past student of the University 4%I live locally 9%League Table (Guardian, Times, etc.) 10%Newspapers / Publication (please specify below) 1%Open Day at the University of Warwick 1%Other (please specify below) 3%Presentation at my School / College 1%Search Engine (Google, Yahoo, etc.) 17%Website (The Student Room, Wikipedia - please specify below) 12%(blank) 0%Grand Total 100%

Area of interest (if more than one please select most relevant) Economics

Row LabelsCount of Submission ID

Academic at current institution 4%Careers / Higher Education / UCAS Fair 13%Employer 4%Friend / Relative / Colleague 17%I live locally 9%League Table (Guardian, Times, etc.) 4%Open Day at the University of Warwick 4%Presentation at my School / College 4%Search Engine (Google, Yahoo, etc.) 17%Website (The Student Room, Wikipedia - please specify below) 22%Grand Total 100%

#warwick2014 social media campaign• Use social media to make new arrivals

feel welcome before they arrived on campus.

• Give them links to useful and interesting information ahead of arrivals weekend.

• Make it easy for new arrivals to connect with other new starters and make friends ahead of arrivals weekend.

What we did• Included a green banner with the #warwick2014

hashtag within welcome packs sent to new starters.• The banner included a small note on the reverse

asking people to take a photo of themselves holding their banner and share it using the hashtag.

• Created a schedule of social media content using links to important induction information, interesting student blogs and other relevant things.

• On arrivals weekend, we also projected some of the already-submitted #warwick2014 selfies onto our big screen.