1. DRIVING EXCELLENCE IN HIGHER EDUCATION University’s Reputation: Improving Recognition Zoya Zaitseva January 2016

2. University on a global arena Managing Reputation & Perception B2B & B2C Events Online Marketing

3. QS Mission: To enable motivated people around the world to fulfil their potential by fostering international mobility, educational achievement and career development

4. Kazakhstan KEY CHALLENGES Attractiveness as study and research destination Recognition in the field and beyond Conditions – political, social, economic

6. Choosing a university – key factors Source: TopUniversities.com Applicants Survey

7. Reputation and Recognition «Recognition and reputation do not come easily, quickly, or lightly to higher education institutions. The accomplishments of faculty and students have a direct impact. Yet in this age of information overload, universities must be intentional, consistent and persistent in telling their stories over a sustained period with messaging that is authentic with the reality of the institution.» Strategic Action Group Committee on Local, National, and Worldwide Recognition, University of Houston 7

8. What is Event Marketing? Event marketing is a promotional strategy that involves face-to-face contact between providers and their customers at special events like concerts, fairs, etc. OR Event marketing describes the process of developing a themed exhibit, display, or presentation to promote a product, service, cause, or organization leveraging in- person engagement. Events can occur online or offline, and can be participated in, hosted, or sponsored.

14. Information channels Student Faculty member Employer Social networks Fairs Email marketing Print advertising RankingsBrochuresWebsitesAgentsBlogsForumsParentsAlumniBranding Scholarship s Posters & billboards CRM

15. Forming perception Positive visibility –Gap analysis – current perception vs desired –Continuous assessment of PR & Marketing impact Materials –Analyze materials & messages based on the gap survey Quality of faculty –Monitoring, public recognition and PR of achievements –Nurture your “talking heads”

16. Forming perception Internationalization –Of programs, students, faculty members and other staff Selective admissions –Analyse the market based on your mid- and long-term goals –Monitor your campaigns, know your ROI Connection with alumni – life-long experience –Family-feel: area on the web site, CRM, newsletters, career updates –Events for alums: networking, guest speakers, focus groups –Endowment fund is not the only thing you can get from alums

17. Forming perception Reputation via your staff members and talking heads: –International projects –Presentations at B2B events Be OPEN, INTERACTIVE and APPROACHABLE via –Social networks –Interactive tools on your own web site –Professional networks

19. EVENTS Strategic & Specialized Planning and Executing an Event Online Marketing

20. GENERATE LEADS EDUCATE / TRAIN DRIVE DEMAND & UPSELL ENGAGEMENT Goals Your Logo BRAND AWARENESS

21. Traditional vs New Marketing Outbound Marketing  Telemarketing  Fairs  Direct mail  Email shots  Print  TV / Radio Interruption based Inbound Marketing  Search Engine Optimization  Blogging  Social Media  RSS feeds  Free tools / trials  Video Permission based

22. Goals Define your goals  Brand exposure  Brand engagement  Enquiries  Applications  Enrolments  Conversion rate / cost  Quality of conversion  Diversification Get your data  Google Analytics  Facebook Insights  Social media monitoring  Event registration  Ads campaign reports  CRM / Salesforce  Data files from web forms  Tracking “How did you hear?”

23. Key B2B events Going Global, NAFSA, EAIE, IREG, QS-APPLE, MoveOn, European Commission, etc. Typical: –Plenary and parallel sessions, fair –Topics: Internationalization, academic mobility, student recruitment, joint programs, etc. What to look for: - Access to the delegates lists in advance - Plan your schedule – sessions, meetings - Follow up – FAST!

24. First Russian avenue 2012

25. Key B2C events Interstate collaborations – like Beijing fair Direct recruitment – Begin Group, Education USA, Study in the UK, QS World Grad School Tour, etc What to look for: –Booth or table –Panel discussion, presentation, workshop –Promo campaign –Social media referrals –Access to all registered candidates, not just the ones collected –Follow up – instantly!

26. Planning an event

27. Event marketing mistakes Going in blind – plan, plan, plan! Your data is old Not knowing who exactly you need Missing deadlines Forgetting relevant conversations Not standing out from the crowd Not tracking the results Spamming the planet Disregard the calendar

28. What to remember before any event Set realistic and targeted goals up front Incorporate a strong theme and a cohesive look & feel Be creative Include multiple touches in your promotion Segment your promotion to reach the right audience Include social media in your event plans – in all stages Be the first to follow-up with attendees & non-attendees Measure ROI – basic, progressive, pipeline BUT! “Not everything that counts can be counted, and not everything that can be counted counts.” Albert Einstein

29. Marketing an event Before the event –The event page or web site: Compelling description – what, when, why; benefits; quotes Speakers pictures and bios Event images and videos Curation of content - buzz -Pre-event Email -Subject line -Timing – send during the weekend or weekday? -Video thumbnail -Social proof – from previous events -Reminders – based on user behaviour

30. FacebookYouTubeSocial Bookmarking External BlogsInstitutional Blogs 1 Campus LifeEventsCoursesFacultyCampus Life 2 SportsCampus Life Projects, Non- Research Research, Physical Sciences Events 3 TechnologyFaculty Research, Physical Sciences Institution Overall 4 Product Services CoursesEvents Expert Commentary Institution Sub- Groups 5 Events Institution Overall FacultyEventsAdmissions Online strategy priorities

31. Importance of social media by region

32. Marketing an event Social activity Hashtag Links in social media bios – in your existing profiles Relevant people on Twitter, Facebook, etc – mention them Schedule your messages in advance (HootSuite, Buffer, etc) Registration Thank you! page – offer to share and include hashtag Registration autoconfirmation email Pre-event blog posts – use the speakers Cross the streams – thank those who share on FB on Twitter Use your partners – ask them to share pre-written posts

33. Examples of tweets Registration opens Early-bird registration is ending soon Countdown: “Just X days until the event!” Reminder of time and location Thank your sponsors (mention sponsors) “Just saw Jane’s presentation. Wow!” (mention speakers) “See you at the event!” (mention registrants) Thanks for sharing, posting and re-tweeting (mention anyone who shared) Tweets with a testimonial quotes about a speaker (find these on LinkedIn) Tweet to the pre-event blog post using a quote from the interview. (mention speaker) “Thanks for registering! See you there!” (mention registrants, especially social media influencers)

34. Social media are there for you

35. Work with local media and industry web sites Submit to local media outlets Submit to relevant associations Let the press know Make friends with journalists Ask local experts about what they read Identify the influencers

36. Customise your communication

37. Who to make friends with Top 20 most searched universities by Google users worldwide, 2014 1. University of Phoenix11. University of Mumbai 2. Massachusetts Institute of Technology12. University College London 3. Open University13. University of Oxford 4. University of Calicut14. Florida State University 5. University of California, Los Angeles15. Harvard University 6. Anna University16. University of Cambridge 7. Stanford University17. Liberty University 8. London School of Economics18. University of Rajasthan 9. Columbia University19. University of Michigan 10. New York University20. Annamalai University

38. Research

39. SEO o Identify your keywords and target them o Title tags and headers o Search-friendly description SEO & Keyword tools o Wordtracker - freekeywords.wordtracker.com o Yahoo clues – clues.yahoo.com o Google insights www.google.co.uk/insights/search o SEObook – www.seobook.com Marketing an event

40. 981 Likes 168 People were there 5.0 out of 5 stars 6 Reviews

41. During and Post-event Marketing During the event – tweet, check in, share, run contests and “make friends” After the event: Thank you letters Summary of presentations Quotes Gallery of event photos Lists – top tweets, speakers, highlights. Feedback surveys Invite to follow you Offer to keep notified of the future events

42. Old-style Visualisation still works

43. Planning an event

44. If Marketing Events is Your Job Make your life easier by helping your colleagues – create: -Useful links -Check-lists -Exhibit kits -Image gallery -Brandbook

45. How HE Marketing will change Post-click personalization Real-time, data-informed decision making Mobile-ready marketing Marketing through graduation Know what you don’t know Evolllution.com

46. Keep Learning!

47. University Website Digital Strategy Personification & Interaction Sell Experiences

48. 48  Has to communicate: o Main mission o Research priorities  Quality content: o Your journals and publications o Media – video, webinars, virtual tours, etc. o Repository and archive o Social projects  Internationalization: o Multilanguage options o Guides for international students and faculty members o Intuitive structure o Multilanguage search Web site is your face for the rest of the world

49. Best Homepage www.edustyle.net

50. Virtual tour http://www.youvisit.com/colleges

51. - Clear «call for action» - Understanding of Target Audience - Usability - Interactivity -«Personas» Requirements

55. Snowball method

56. Remember – it is always a dialogue

57. Read and Write Ben Sowter Intelligence Unit http://iu.qs.com MattHerzberger.com [http://www.mattherzberger.com] SquaredPeg.com [http://www.squaredpeg.com] Higher Ed Marketing [http://highered.prblogs.org ].eduGuru [http://www.doteduguru.com] Mark Greenfield - Higher Ed Web Consulting [http://www.markgr.com] Marketing Higher Ed [http://higheredmarketing.blogspot.com] Future Endeavour [http://futureendeavour.blogspot.com] Interactive Media for Higher Education [http://imhe.blogspot.com] Jeremy Wilburn - UIS The Real Deal [http://jeremywilburn.wordpress.com] The Higher Ed Marketing Blog [http://higheredmarketingblog.wordpress.com] eduStyle [http://www.edustyle.net] Tales from Redesignland [http://redesignland.blogspot.com] Web Development Blog [http://blog.case.edu/webdev/] UBrander [http://ubrander.wordpress.com/] GlobalHigherEd [http://globalhighered.wordpress.com] Karlyn Morissette [http://www.karlynmorissette.com] HighEdWebTech [http://www.highedwebtech.com] Keeping on Top of Higher Ed [http://keepingontop.azorus.com]

58. Useful stuff Marketing and Student Recruitment Practices Benchmark Report for Four-Year and Two-Year Institutions HE in Australia: https://higherediq.wordpress.com Industry reports: http://monitor.icef.com Event template web sites: http://bit.ly/1FoveZp Rutgers University tips: http://bit.ly/1WcHtg9 HE Social Media online conference: http://bit.ly/1LHpYNB HighEdBlog.org YouVisit.com

59. Goal: Effective Communication PromotePromote OptimizeOptimize EngageEngage MeasureMeasure

61. Rankings: TopUniversities.com Methodology: IU.QS.com Country analyses: iu.qs.com/library Twitter: @bensowter, @worlduniranking Facebook: www.facebook.com/universityrankingswww.facebook.com/universityrankings Stay tuned with QS!

62. СПАСИБО! Thank you! Zoya Zaitseva zoya@qs.comzoya@qs.com