Discovering Futures

5 Ways To Use Social Media To Boost Student Recruitment

Alistair will draw on case studies from across the sector and look at different types of digital content, advertising techniques and evaluation as a means of using social media to boost student recruitment.

Relationship Revolution! - the competition won't see you coming: new research into GCSE student uni research habits

Synposis of Jack’s session will be posted here when available.

Using social media in FE student recruitment marketing

In her presentation, using social media in FE student recruitment marketing, Louise will discuss how her further education college uses social media as part of their student recruitment strategy.

Louise will explore the challenges and benefits of reaching out to a largely local market through social media, and how they pitch their campaigns to resonate with young people with little or no qualifications through to degree students and adult learners.

Louise will reveal how they’re overcome some of these challenges to meet their advertising and recruitment objectives.

Facebook, micro-commitments and recruitment success: the inside story

Received wisdom says that young people have deserted Facebook and we have to seek them out on increasingly esoteric social platforms.

Stefan’s experience demonstrates that this isn’t true.

His experience, of working with sixth forms, colleges and universities, is that recruitment via social media like Facebook is one of easiest and most predictable ways to recruit. It is also extremely low cost. There are, however, some golden rules that must be observed. No one goes from a Facebook post, or ad, to a webpage and immediately completes an application form. People don’t behave like this. They are, however, happy to take micro steps towards an application.

The key is often moving them from social media to face to face. Despite digital media being everywhere, people still prefer to buy from people!

In this session Stefan Drew demonstrates how he has taken these basic principles and woven them into a marketing strategy that works across all levels of education. He might even demonstrate how to make an animated video in under five minutes.

Stefan’s strategy not only works with young people. It also works with employers, products and services.

Getting social: 10 trends from the digital landscape

The very latest trends in digital and social media communications from the education world and beyond: examples will include institutions from the US, Canada, Australia and across Europe, and brands from across the global consumer landscape. It will be a fast-paced fly through of everything you need to know right now, all delivered through images and video.

Using Instagram to build community and help with recruitment

Thought Instagram was just a place for selfies and photos of fancy meals? Think again! In this session you’ll hear how, when done well, the photo-sharing platform can be an incredibly useful tool for recruitment as well as offering a way of building a community, both online and offline.

How many, how often and how much: what isn’t being discussed about the efficacy of social media

The synposis of Mark’s presentation will be posted here when available.

Demystifying Google Analytics

This is a presentation on the use of Google Analytics to understand the effectiveness of social media campaigns. Which reports should you be looking at? Do you have the correct tracking in place? How do you measure positive engagement? And of course, I will endeavour to answer any questions that you need answered…

Social media in China - WeChat, talking the talk with China’s new digital natives

When you think we live in a digital world, nowhere is ever more so as it is in China. With the explosion of WeChat it is now universally used for both building business and personal relationships.
The Chinese student generation today is a more sophisticated audience and internationally savvy, thanks to their early exposure to the global environment in comparison to older generations. More Chinese than ever before have international experience with almost half a million Chinese students studying abroad in 2014 according to the Ministry of Education in China, and there is a 30 per cent year-on-year increase for Chinese students enrolled at secondary school level in the US.
How do you engage with the best and brightest Chinese elite of the future? Alicia Liu will profile the new Chinese digital native generation and offer rules for reaching out to them through social media in China.

Anne Smart

The synopsis for Anne’s session will be posted here when available.

You got people to click on your campaign, what next?

Congratulations, you’ve built the most amazing social campaign, and you managed to get a large number of prospects to click (or tap) through! But what next? Is the journey on your website going to help them convert – or will they leave after a few seconds?

Alex will draw on his experience designing successful online journeys to help you understand:
– the basic principles behind persuasive design that inspires people to take action
– how to avoid design and content pitfalls that make people drop out
– the importance of tracking every step of the journey, and linking performance to your organisation’s goals and KPI.

Panel discussion

Still got a burning question on using social media within your institution that you want answering? Take this opportunity to talk to our Panel on where the future of social media lies and how new innovations will change the student recruitment landscape.

Social and digital trends of the 'Millenials'

‘The MIllenials’ is the term given to the emerging generation Y, the demographic that is following generation X, and although no precise dates are given the term Millenials is generally applied to those born between the 1980s and the early 2000s. As a result, this group is the one whose traits and behaviors are of most interest to student recruitment marketers and is the subject of this presentation. I will show how they consume content, in what formats and on which platforms as well as provide some examples of how youth orientated brands are responding to these new dynamics.

Social media campaigns in Nigeria

Swansea University International Development Office implemented a seven-month digital campaign targeting Nigeria with the aim of increasing Swansea University’s profile, enquiries, applications and ultimately enrolment. In a year that saw a large number of direct competitors lose market share and enrolment drop by up to 35%, Swansea University increased its applications by 41% and was able to maintain numbers utilising Nigerian digital and print press, local radio, blogs, on-screen cinema advertising in addition to LinkedIn, Facebook and Google.

Tips and tricks for using social media on a budget or with a small team

In this session we will look at creative approaches to getting new content without breaking the bank (or your staff). Drawing on the principles of guerrilla film-making, this session will look at case studies from the University of Cambridge where content has either been created quickly and cheaply, or re-used from existing sources. From using smart phones more smartly to finding the film-makers and film-stars already in your organisation, this session is aimed at people trying to get the most out of their social media presence.

Using LinkedIn

Demystifying the strategic plan

Your institution will have a mission and goals. But how do you turn these, often lofty, ambitions into a focused, implementable and measurable strategy? And why should marketers by involved in this process?

This session looks at how a strategic plan is developed and why marketers are essential to its development and success.

Standing out from the crowd - brand versus product in University marketing

Over the last four and a half years, AUB has pursued a brand-led marketing and communications strategy. The prospectus has been re-defined as an engaging brand statement and advertising has been substituted with projects that invite interaction. The result has been 20-30% year-on-year growth in open day attendance and applications, exceeding enrolment targets, as well as awards including the 2015 Chartered Institute of Marketing’s effectiveness award for innovation and the Chair’s Grand Prix.

How important is design when you have to work with diminishing budgets and the needs of multiple audiences?

Daniel will discuss the role of design, and that too of the designer, in how the design process can add value to the annual process of producing your key recruitment document. Daniel’s session will involve delegates in a wide ranging discussion about the internal dynamics of managing the process, not withstanding how you satisfy the needs of your student markets, and at the same time, meeting both financial and delivery targets.

A printed prospectus still has the power to persuade

Martyn will share a recent survey conducted by Two Sides in the UK and the US, looking at the way consumers feel about the reading experience on screen compared to print. Increasing evidence indicates that the reading experiences of these different channels can drive different behaviour and interact with the reader in different ways. He’ll also look at the growth of digital traffic and bust some myths concerning the sustainability of digital compared to print.

The impact of digital: the prospectus and beyond

Jonathan’s keynote presentation is an horizon scan of what has been evolving and is now happening, or is about to happen, to the education market, as digital technology erodes existing business models and challenges incumbent concepts—and as cumulative policy emphasises change.

The question is not simply how digital affects the prospectus as a marketing tool: It is also how does digital technology change what is being marketed to the prospect?

Disruptive technology is at work transforming education delivery, learning and teaching resources, libraries and research tools—and it enables alternative providers with global reach.

The impact of digital is not merely on the means of promotion. The probability of this affecting product, price and place is huge.

‘The Impact of Digital: the Prospectus and Beyond’ is an eye opening overview of the ‘digital storm’ that is brewing and how this may soon become part of the differentiating equation between institutions and their offerings.

Although the conference is primarily themed for marketers, undoubtedly some of this will be of interest to a broader audience with strategic interests in education.

The prospectus in the digital age

Many people regard a hard copy prospectus as a necessity. Others believe they are outmoded in the digital age. This session looks at the reality of the prospectus to our prospects as well as how the prospectus can boost ROI and boost recruitment.

Designing for fit. The role of the prospectus in the prospective students' decision journey.

With more opportunities than ever to reach prospective students throughout the whole of their decision journey, the notion of one canonical printed document may seem antiquated. Is this the case? Is it still relevant? Can we use the prospectus to our advantage alongside digital media?

What makes the perfect prospectus?

The winners of this year’s top awards from the College Marketing Network and Heist will reveal how they managed their prospectus production process and discuss how the document was strategically used in their student recruitment work. Bring your questions to this session – it will be your chance to quiz your competitors on how they are planning for the future of student recruitment and how their prospectus will support them in their ambitions.

The case for print

Two printers discuss their service and how they add value to the print process. They firmly believe that the “brand in your hand” is a much more powerful and persuasive tool than any of the digital options you may consider. They would say this wouldn’t they? But this is your chance to question them and find out more about how print and paper might enhance your student recruitment strategy.

Making prospectuses work for digital natives

The students we recruit have grown up with social media and digital devices and yet when it comes to marketing courses and the student experience, most universities still rely heavily on print. This session will look at whether this continued reliance on print is still valid and outline alternative and complementary approaches using digital tools ranging from Facebook, YouTube and Twitter to Snapchat, WhatsApp and Periscope.

How to engage an audience that's engaged in something else

Youth forms the single most switched on, focussed, smart and wildly passionate audience with its own cares and issues. Your brand can be part of that world if you listen to them – we’ll share our tips and insights from recent successful campaigns, with a look to the future too.
– Listen: how meticulously researches, tests and plans with young people in charge
– Invent: standard advertising works well, but techniques that are tailor-made for social works so much better
– Cycles: forget what you know about planning, today’s youth have their own lives and plans – it’s time to work with them, not against, using data as your guide

China’s digital revolution: How do you find your best students?

Education is the UK’s best-kept secret weapon. The UK has become the favourite international destination for students from China and the HE institutions have managed to reach a high number of student recruitment targets. The challenge now, however, is to attract the best students for your institution. Alicia will explore how to ride on China’s rising digital wave to engage with the brightest students by building your cultural brand.

The science of engaging tomorrow's students

The Science of Engagement™ is a ground-breaking initiative from Weber Shandwick, that was developed in conjunction with leading neuroscientists, psychologists and anthropologists. The only tool of its kind in the world, it enables brands or organisations to map out the key levers of engagement they need to pull in order to maximise engagement with their audiences. This presentation will introduce the tool and highlight some of the key engagement principles to help organisations in the education arena connect with the students of tomorrow.

Doing business in China: making sense of culture, language and branding

Why does a Chinese brand matter? What is the best Chinese name for your school? How can you evaluate a Chinese translation of your brand? These are the questions facing decision makers who wish to promote their education brand in China. Branding creative translation is very important when doing business in China.

‘If the name is not right then speech will not be in order, and if speech is not in order then nothing will be accomplished’ Confucius, 550BC

A brand that resonates with the Chinese psyche will make it easy for Chinese people to remember it; and being remembered will help you stand out from the crowd in a very competitive business world. For example, the Chinese name for Tesco is ‘Le Gou’, meaning ‘enjoy shopping’.

In her presentation, Iris will discuss: Appreciation of famous international brands & Chinese translations; Three methods of branding translation from English to Chinese; and successful case studies of how she helped British education brands do creative translation and the impact they made in the Chinese market.

Social media's impact on your brand

Using examples from commercial branding, Mark will discuss the association of brand identity with product positioning, applying this to the perception of the higher education sector in the context of digital marketing.

Building your brand to deliver student recruitment success in Ghana

Your educational brand may be well known in your cultural market but how well would it fair in Africa? When it comes to education, people have different priorities depending upon where they come from. They can have a different viewpoint on life from your average European.

In Ghana for example, obtaining a quality education is much higher up the agenda than it would be in an average home in the west. Middle class families can expect to spend 30% of their household income on education while in others; they rely on education from the state. In the world of international education marketing, one size does not fit all. In its 2013-14 report, the World Economic Forum ranked Ghana 46th out of 148 countries regarding the education system quality.

A history of neglecting children’s education has left a skills deficit among young people now facing the world of work:

‐ Almost a fifth of 15‐24 year olds (17%) never completed primary school and almost a third of 15‐19 year olds have less than a lower secondary education. These young people lack the skills they need to find decent work. Young people from disadvantaged backgrounds are least likely to have skills to find decent jobs. This lack of skills will affect the lives of these young people and the country’s growth forever.

This presentation will cover how you can potentially add value to Ghana’s educational system, how to define your target audience, identifying your point of view and how you can offer support to educational institutions and students alike. It will offer both a practical and sound grounding for understanding marketing for Ghana, including the possible advantages and disadvantages, and will allow the delegate to select the best method to implement this essential way of thinking.

Student Recruitment Tips and Tools

A review of student recruitment practices, past, present and future with some valuable strategic recommendations to attract both undergraduate and postgraduate students.

Your employer brand is central to the student experience your university provides

“90% of university leaders place the student experience in their top three priorities. And 80% believe that teaching staff are the key driver of this experience” – PA Consulting. The HE landscape is likely to be challenging and unpredictable over the next ten years – PA suggests that the sector might lose up to 30% of institutions over the next decade. According to UHR, ’Clearly, providing a better quality of student experience rests heavily on the willingness and engagement of staff to bring about improvements’. The employer brand a university constructs and articulates to both external talent audiences and internal employee audiences is increasingly central to their ability to deliver the sort of experience students both expect and demand.

Michael Johnson Director Johnson Banks — Michael Johnson
Director
Johnson Banks

johnson banks is a London-based brand consultancy with a global reputation. Set up 21 years ago, the company works on design projects as varied as airline rebrands (Virgin Atlantic) and world famous museums (The Science Museum).

They have just rebranded the pioneers of venture philanthropy, Acumen; have advised the Guggenheim on a global art initiative and are working on a major repositioning of Unicef in the UK. In the education sector they have worked on branding projects for Ravensbourne and Trinity Laban, and their fundraising campaign for King’s College London is well on the way to raising £600 million.

The company has consistently shown that a small group of designers and thinkers can consistently solve the thorniest business problems with world-class solutions, whilst demonstrating wit, intelligence and humanity along the way.

In London, their creative director, Michael Johnson’s main job is to oversee the studio’s strategic and creative output, but he is often to be found moonlighting on other projects either as curator or collaborator. He writes for many design journals, judges design competitions and lectures worldwide on branding, identity issues and design history. He’s won most of the design world’s most prestigious awards, including eight Design and Art Direction (D&AD) pencils, has dozens of designs in the V&A’s permanent collection and was D&AD president in 2003, one of the youngest presidents ever.

He has been recognised by both The Guardian and Independent newspapers as one of the most influential designers in the UK and in a recent survey by D&AD of their first 50 years was their seventh most awarded designer of all time. The second edition of his first book, Problem Solved (Phaidon) has just come out, and he is working on two other titles.

http://johnsonbanks.co.uk/
http://johnsonbanks.co.uk/thoughtfortheweek
http://en.wikipedia.org/wiki/Michael_Johnson_(graphic_designer)

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Using PR & marketing brand awareness strategies to engage with Nigerian education markets

This interactive session will seek to highlight the best strategies that can be used to engage with the Nigerian education system. Introducing an understanding of the social environment and context for educational development within the country and how students choose where to study both nationally and internationally. Areas covered include:

– key identifying factors of the Nigerian education market;

– using social media for brand awareness;

– Understanding the Nigerian voice – culture and social background;

– Key press and media strategies;

– Using technology to engage with Nigerian market.

Establishing a brand voice on social media

Visual identity plays a role, but branding on social media is more about tone of voice, consistency of messaging and content strategy. In this session Tom will explore the challenges facing social media managers trying to achieve these goals in a collegiate, decentralised university environment and will provide some tips on how to address and overcome them to build a strong social media presence and brand voice across the institution.

Branding effectiveness in higher education

With ever more focus on brand and brand development, together with heightened competition in every part of the education sector, how can we ensure we are effective, justify resources and measure our success? By exploring current thinking from both the academic and professional worlds, and considering examples of good practice and innovation, we will explore whether it’s possible to measure effectiveness in your market and evaluate your brand?

Pragmatic FHE brand experiences: case studies in success and failure

How branding has been successfully implemented (and failed) in the FE sector is Stefan Drew’s topic. Drawing on his experience of implementing brand strategies, across the UK FHE and training sectors, he explains how he utilised oak trees, people, geography, royalty, pigs and plenty of new tarmac to build one brand. He then explains how he worked with employers and an Australian newsman to rebuild a damaged UK college brand.

With ever more focus on brand and brand development, together with heightened competition in every part of the education sector, how can we ensure we are effective, justify resources and measure our success? By exploring current thinking from both the academic and professional worlds, and considering examples of good practice and innovation, we will explore whether it’s possible to measure effectiveness in your market and evaluate your brand?

Education marcomms consultancy and conferences with the professional practitioner in mind

Discovering Futures