NCUK Marketing Activity MEET THE TEAM 4 KEY INITIATIVES IN 2018 - - PowerPoint PPT Presentation

NCUK Marketing Activity

MEET THE TEAM…

Improving our Online Performance for lead generation

Improving

Building an engaged community of warm prospects through our social platforms and CRM initiatives

Building

Generating awareness of NCUK by our extensive Events Programme

Generating

Creating new marketing materials and resources to make your operations easier

Creating

BUILDING ON OUR SUCCESS IN 2017 …

4 KEY INITIATIVES IN 2018

IMPROVING OUR ONLINE LEAD GENERATION

1

The Student Decision Journey has moved Online

• 80% of students say the internet

is the first place they go for information

• 92% of 16-24 have access to a

smartphone

• 66% of International students

begin research for study abroad through internet searches

Source Dentsu Aegis Network

Improving Online Performance

INCREASING REACH

• 1. Highlighting top keywords

to inform content creation

• 2. New Creative formats

BETTER CUSTOMER EXPERIENCE

• 1. Better functionality such as

Course Finder Tool

• 2. Increasing further call to

action opportunities and more qualified data capture information

• 3. Localisation initiatives such

as a revamp of our China website and language specific pages

INCREASING REFERAL TRAFFIC

• 1. Featuring on major

international course listing websites

• 2. Online PR & Outreach
• 3. Cross linking to NCUK

Partners and generating traffic from University websites

BUILDING AN ENGAGED COMMUNITY OF WARM PROSPECTS THROUGH OUR SOCIAL PLATFORMS AND CRM INITIATIVES

2

85%

• f perspective

students use Social channels to research universities they are considering attending

USAGE IS FOCUSED AROUND 3 KEY PLATFORMS

*Source: Hobsons International Student Survey 2017

38%

daily usage

24%

daily usage

34%

daily usage

2018 Social Media Roadmap

INCREASE SOCIAL FOOTPRINT

• 1. Paid social

campaigns

• 2. Encourage sharing
• 3. Develop YouTube

IMPROVE ENGAGEMENT

• 1. Content

development

• 2. Create social

calendar

• 3. Stimulate

interaction

CREATIVE FORMATS

• 1. Increase video
• utput
• 2. User Generated

Content (UGC) from Ambassadors 3.Infographics & gifs

ENHANCED TARGETING

1.Reflect student regions via paid social

• 2. Identify growth

markets

93%

prefer email ‘at all stages’

• f the journey to enrolment

Source: Hobsons International Student Survey 2017

AFTER MAKING AN ENQUIRY WHEN MAKING AN ENQUIRY WHEN DECIDING WHETHER TO ACCEPT AN OFFER AFTER ACCEPTING AN OFFER

Key CRM Initiatives

INCREASE PROSPECT LISTS THROUGH DATA CAPTURE

• 1. Website forms
• 2. Lead generation sites
• 3. Events
• 4. Social media

REGULAR COMMUNICATION

• 1. Key touch points

calendar

• 2. Automated templates

TRACKING & REPORTING

• 1. Follow up emails to

prospects

• 2. Monthly reporting

GENERATING AWARENESS THROUGH EVENT BASED MARKETING

3

EVENTS PROVIDE A PLATFORM TO SHOWCASE THE NCUK BRAND IN AUTHORITATIVE ENVIRONMENTS AND ACROSS MULTIPLE RELEVANT AUDIENCES

BUSINESS COMMUNITY SCHOOLS AND EDUCATION PROVIDERS AGENTS STUDENTS

NCUK IS SCOPING OUT OPPORTUNITIES FOR AN EXTENSIVE PROGRAMME OF EVENTS IN 2018 1. Adding further to our current event roster in 2018 2. Ensuring we maximise

• ur presence at every

event we attend 3. Create our own events

Events in 2017

CREATING NEW MARKETING MATERIALS & RESOURCES TO MAKE OPERATIONS EASIER

4

IFY Folded ‘Map’ Leaflet

• Map of UK showing

the location of each University

• “Did you know?”

distances between landmarks/cities

• Worldwide Study

Opportunities (UK, Australia, USA)

IFY Folded ‘Map’ Leaflet

• Infographic style
• a visual representation of

qualification information

• Comparison table:
• A-Level / IB / NCUK IFY
• Why Study with NCUK:
• UK/USA/Australia degree

length

• 30,000 student

placements

• 90% first choice university

• Named The International Undergraduate Prospectus
• A package exclusively designed for international students to obtain a full UK bachelor’s degree

consisting of the NCUK International Year One (IYOne) qualification plus two years studying at a leading UK university

• Shows all degree courses available to NCUK IYOne students

IYOne Prospectus

NCUK Banner Stands

16 NCUK Universities IFY IYOne PMP

NCUK Universities - City Posters

• Focuses on aspects

about living in the town/city

• Student quotes about

life as a student in the city

• To be displayed

around school premises

Introducing The NCUK Media Library

WHY?

• We have clear brand

guidelines (ensures consistency)

• Improves service levels

WHAT?

• Single source for all assets
• Online self service tool
• Off-the-shelf materials
• Opportunity to customise

to meet individual market requirements