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Better Marketing equals Better Recruitment

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

andrew-stanley
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Better Marketing equals Better Recruitment

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  1. Better Marketing equals Better Recruitment Linking London February 2011

  2. Overview • Brief introduction • A useful marketing model • Examples in action • Questions & discussion

  3. 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

  4. 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

  5. A useful marketing model

  6. Stage 1: Planning • Understand your target audience and your offer

  7. Stage 1: Planning • Tools that can help: • Insight from Course Feasibility study • Existing research • Commission market research • Segmentation of market • E-Listening

  8. Stage 2 - Attraction • Budget! • Media planning tools

  9. Stage 2 - Attraction • Creative approach • Brand • Design • Imagery • Colours • Copy • Messages • Fonts • Creative Thinking

  10. Stage 3 – Brand Experience • Converting interest • Traditional print items / brochure ware • Events (live / online) • Your website

  11. Enquiry/Applicant Management Self-selection strategies “Keep warm strategies” Recruitment Audits Mystery Shopping Acceptor and Decliner Surveys Stage 4 - Relationship Management and Recruitment

  12. Stage 5 - Engagement and Retention • Orientation/On-boarding strategies • Student satisfaction surveys • Alumni strategies

  13. Stage 6 – Measurement and Analysis • ROI • Transparency of media campaigns • Creative execution measurement • Website analysis • Inform planning for next campaign

  14. Summary

  15. Questions & discussion

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