winner-student-recruitement
DESCRIPTION
- PowerPoint PPT PresentationTRANSCRIPT
Effective measurement of Student Recruitment Marketing
“what does a person gain from all his labour and toils under the sun?”
- King Solomon
■ Quality and scope of your PQM
■ Quality and scope of institutional services
■ Student life and services
■ Institutional leadership
■ Brand equity – awareness, loyalty, perceptions and experiences of quality
■ Unique selling points
Factors impacting on success
■ A university for tomorrow.
■ A university where leaders learn.
■ Your knowledge partner.
■ A university that gives you the edge.
■ A university where you can rethink education and reinvent yourself.
■ A place of Quality – A place to Grow.
■ A university for innovation through diversity.
■ A university at the heart of technology education and innovation in Africa.
Are you convinced to switch brands?
■ Marketing / student recruitment budget
■ Human resources - staff component
■ Strategic positioning of marketing & corporate communications within the institution – credibility
■ Marketers’ level of institutional knowledge and insight
■ Marketers’ understanding of HE Marketing
■ Level of professionalism and credibility
■ Marketing planning / effective strategies / action plans
Factors impacting on success (cont.)
Any other factors?
■
■
■
■
Factors impacting on success (cont.)
www.noellevitz.com
•Top ten most effective marketing & student recruitment practices•E-expectations of students and parents•Student satisfaction and priorities trend report•Parents satisfaction and priorities report•What matters most to international students? •Retooling the enrolment funnel•Institutional brand and parental influence on college choice•Factors influencing college choice, etc. etc. etc.
Noel-Levitz – on marketing plans
Survey items 4-year public institutions(65 resp.)
My institution has a written long-term strategic enrollment plan
52.3%
My institution as a written annual marketing plan 29.2%
My institution has a written annual recruitment plan 56.9%
My institution has a written annual integrated recruitment/marketing plan
26.2%
My institution regularly evaluates the effectiveness of marketing & recruitment strategies and tactics and makes changes accordingly
46%
My institution has a standing, campus-wide committee that addresses coordinated marketing and recruitment planning and implementation across all units
21.5%
Noel-Levitz – Top 10 recruitment practices: private inst.
Practice % effective % using meth
1 Open house/days 77% 98%
2 Campus visit days 76% 93%
3 On-line application 65% 98%
4 Use current students in recruit.
57% 95%
5 Weekend visits to campus
55% 85%
6 Routine contacts by recr. staff re: fin aid
54% 84%
7 Weekend campus visits
53% 69%
8 Routine contacts by fin aid office re: aid
44% 29%
9 Full-time tele-counselling
43% 70%
10 High school visits 42% 98%
Noel-Levitz – Top 10 recruitment practices: public inst.
Practice % effective % using meth
1 Campus visits 74% 94%
2 Open Days 68% 98%
3 Use students in recrui 68% 86%
4 Weekend visits to campuses
57% 95%
5 Encourage on-line applications
63% 99%
6 Community college articulation agreemnt
53% 62%
7 Website use to schedule cmp visits
52% 97%
8 Stat appr to determine fin awards
48% 44%
9 Campus visit days 47% 79%
10 Admis decisions on spot during cmp visits
47% 49%
Five least-effective practices @ public universities
Practice % min effective % using method
Tel directory ads 88% 25%
Podcast advertising
81% 25%
Listings in commercially published directories
77% 48%
Ads in school yearbooks/news-papers
77% 46%
Ads in college magazines
69% 55%
The role of the sales representative
In the corporate world
■ more sales …
■ more profits …
■ greater brand recognition …
what if the goal was
■ to build trust?
■ marketing decisions with the best interest of the customer in mind instead of what is often viewed as the best interest of your business?
Measuring marketing success
Student recruitment marketing in South Africa – An exploratory study into the adoption of a relationship orientation
Justin Beneke & Gert Human in African Journal of Business Management, Vol 4(4), April 2010 .
Student recruitment and relationship marketing – convergence or contortion?
Justin Beneke in South African Journal of Higher Education, Vol 25(3), 2011
HE and Relationship Marketing
According to authors and references, situation pre-2005:
“It would appear that at present, marketing is at best executed on an ad-hoc basis … when higher education institutions use the term marketing, they actually mean promotion – brochures, direct mail, advertising, PR efforts, etc...The sustained myth that surrounds institutions is that branding is not needed when the institution has a solid reputation and long tradition…”
The marketing landscape in HE …
■ Marketing not necessary – such institutions claims to exist “in the name of science”.
■ Marketing will be necessary in the foreseeable future – currently receiving an abundance of applications and seek competitive advantage in finding primarily quality students.
■ Marketing is fundamental and integral to recruitment strategy…enjoy a favourable reputation, yet are still building their brand …perceive all staff members as marketers
Three mindsets/attitudes towards SRM
Tracking of core marketing functions:
■ More marketing events = offering services and building relationships / community engagement
■ More school visits, personal appointments = value of a personal approach
■ Expansion of geographical catchment area = establish a national footprint
■ Attendance of more national expo’s = national brand awareness
■ More visitors to your Open Days = popularity, demand, relevance
SRM measurement – a numbers game?
Tracking of core marketing functions (cont.):
■ Market segmentation in line with institutional enrolment goals = focused and targeted approach
■ Customised strategies = focused and targeted approach
■ More first call resolutions by contact centre agents = better customer service
■ Larger print runs of printed material = promotional value, demand creation
■ Cost and scope of advertising campaigns = brand awareness
■ More market & marketing research = to inform strategies and expenditures
SRM measurement – a numbers game?
Tracking of core marketing functions (cont.):
■ Website traffic tracking = popularity and demand
■ Media coverage tracking = popularity and relevance
■ Popularity and interactivity levels on social media platforms = relevance of marketing approach
■ Evidence of best practice benchmarking = competitive edge of marketing approach
■ Number of queries generated = demand
■ Number of application forms sent = demand
SRM measurement – a numbers game?
Tracking of core marketing functions (cont.):
■ Number of completed application form received = behavioral change / achieved buy-in
■ Number of applicants with an APS above 46 = successful attracting top achievers
■ Difference between applications and registration figures = quality of applicants attracted
■ Number of applicants for SET, Business Studies, Education = targeted approach
■ Meet enrolment targets regarding diploma and degree intake = targeted approach
■ Number of black and female M & D applicants = meet National Plan of HE goal
SRM measurement – a numbers game?
1. The goal of Relationship Marketing is to keep consistent engagement going.
2. Decide upon your RM taxonomy: vehicles/tools for one-to-one, one-to-few, and one-to-many interaction and engagement
3. Track your spend – weekly, monthly
4. Track engagement – the actual interactions with customer groups
5. Give marketers frequent updates on their efforts (motivator/indicator for success)
6. Track attitudes and perceptions
7. Track behavioural changes
8. Track word-of-mouth recommendations
Measure the value of Relationship Marketing?
“what gets measured gets managed… “
PS. Setting goals and measuring progress towards them is the smartest way to get there without wasting a ton of time and energy along the way…
Back to the numbers game …
Student Recruitment & Enrolment Planning
Parameters guiding an institution’s student enrolment projections:
■ Academic “size and shape” of the institution
■ Student intake profile, access routes and admissions
■ Total headcount enrolments
■ Full-time Equivalent (FTE) enrollment calculations
■ First-time entering students
■ PG enrolments
■ Enrolment distribution per major fields of study
■ Sustainable infrastructure development
Student Recruitment & Enrolment Planning
Setting student recruitment targets
The University of Western Ontario – International
2010-2011 base line = 147
Sept -11 Sept-12 Sept-13 Sept-14
Recruitment target
228 262 314 408
Incremental annual increase
81 34 52 94
% increase 55% 15% 20% 30%
Enrolment target: By 2014 approximately 6% of our UG enrolment will be comprised of international students.
Patagonia Outdoor Clothing and Gear
I'd like to become a partner in the Common Threads Initiative to reduce excess consumption and give the planet's vital systems a rest from pollution, resource depletion and greenhouse gases.
Patagonia agrees to build useful things that last, to repair what breaks and recycle (or repurpose) what comes to the end of its useful life.
■ I agree to buy only what I need (and will last), repair what breaks, reuse (share) what I have and recycle everything else.
■ I would like to receive the Common Threads Initiative e-newsletter on reducing our environmental footprint and living within the planet's means. I would like to receive Patagonia's customer emails.
Privacy Policy First Name Last Name Email Address
Heading
