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Better Marketing equals Better Recruitment Linking London February 2011
Overview Brief introduction A useful marketing model Examples in action Questions & discussion
A brief introduction… 10 years experience in Marketing and Advertising at Euro RSCG Worked with a range of mainly HE institutions Hands-on role delivering strategies and campaigns
Introducing Euro RSCG Heist Specialist Education Marketing agency Work with apx. 150 universities and 7000 schools and colleges in UK Part of Euro RSCG since 2000
A useful marketing model
Stage 1: Planning Understand your target audience and your offer
Stage 1: Planning Tools that can help: Insight from Course Feasibility study Existing research Commission market research Segmentation of market E-Listening
Stage 2 - Attraction Budget! Media planning tools
Stage 2 - Attraction Creative approach Brand Design Imagery Colours Copy Messages Fonts Creative Thinking
Stage 3 – Brand Experience Converting interest Traditional print items / brochure ware Events (live / online) Your website
Stage 4 - Relationship Management and Recruitment Enquiry/Applicant Management Self-selection strategies Keep warm strategies Recruitment Audits Mystery Shopping Acceptor and Decliner Surveys
Stage 5 - Engagement and Retention Orientation/On-boarding strategies Student satisfaction surveys Alumni strategies
Stage 6 – Measurement and Analysis ROI Transparency of media campaigns Creative execution measurement Website analysis Inform planning for next campaign
Questions & discussion
Outline Strategic planning The marketing plan The advertising plan The creative plan and copy strategy Chapter 7 Advertising Planning and Strategy.
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