Digital Marketing Plan for Recruiting Malaysian Students to Victorian Universities, Slides of Digital Marketing

Download Digital Marketing Plan for Recruiting Malaysian Students to Victorian Universities and more Slides Digital Marketing in PDF only on Docsity! DIGITAL MARKETING PLAN EXAMPLE PREPARED BY: ELISSA NEWALL BRONTE NEYLAND DISTRIBUTED AT AN INSIDER’S GUIDE TO DIGITAL MARKETING & RECRUITMENT IEAA JUNE 2015 MARKET ANALYSIS Provide an overview of the market, your institution’s performance and position in the market, and the current opportunities. Your recruitment plan should influence the content of this section. Australia remains a popular destination for Malaysian students attracting 9,466 commencements in 2013 compared with 8938 commencements in 2012, representing a growth of 5.91%. 53.99% of commencements were in the HE sector, followed by 27.76% in the VET sector. Monash University, Curtin University and Swinburne University of Technology all have campuses in Malaysia and therefore enjoy strong brand recognition in the market. While Victoria, as a state, attracts the largest number of Malaysian students, out of any state or territory, this established market focuses on rankings. Therefore, from a Victorian perspective, the likes of U. Melbourne, Monash University and RMIT University are highly successful in the market. The majority of VU’s Malaysian cohort come via our partner institution. We do not attract many direct applicants, sponsored students nor many students via agents. Business remains the most popular discipline, however interest in engineering also exists. The key recruitment strategies for Malaysia are to: increase the number of UG business and MBA transfer students from Sunway University College, establish pathways with colleges such as Taylors College and INTI College to attract UG business students and to increase the number of direct PG business enrolments at the University. UG transferring students tend to be males, aged 19-22 years old. The majority of effort will be focused in Subang Jaya and Johor Bahru. DIGITAL LANDSCAPE Analyse the digital trends and preferences of the market: Internet penetration: 60.7% Internet World Stats (June 2012) Mobile internet use: 17% On Device Research (February 2014) Most popular search engine: Google Primary search language: English Most popular social media sites: 1. Facebook 2. YouTube 3. Blogspot Most popular content sites: 1. Malaysiakini.com 2. Thestar.com.my 3. Lowyat.net Significant competitor online marketing activity: Monash University, Swinburne University of Technology and Curtin University’s benefit in internet search from having Malaysian campuses. 1 CONTENT STRATEGY Develop a content strategy for the key recruitment channels: Positioning statement: One of the top 4% of universities globally. Part of a world class education system Key messages: 1. Complete your degree in the same duration 2. Gain an opportunity to study in a third country as a VU exchange student 3. Open up international career opportunities Communication style: Emotional ------------------------------X----- Rational Objectives: Entertain Educate Inspire Convince CALENDAR Identify the key dates and nature of the recruitment cycle in the market: JAN FEB MAR APR Chinese NY • Convert offers to acceptances (non-partner) • Attract last minute applications via agents • Pre-departure for transfer students Chinese NY • Intake commences at partner • Process acceptances from partner for Sem 2 • Agent fairs MAY JUN JUL AUG • Pre-departure to students transferring from partner • Attract last minute applications via agents • Attract last minute applications via agents Hari Raya Aidilfitri • Intake commences at partner • Agent fairs SEP OCT NOV DEC Hari Raya Haji • Info session at partner • Process acceptances from partner for Sem 1 • Study in Australia expo • Convert offers to acceptances (non-partner) • Attract last minute applications via agents 4 STRATEGY Outline your marketing objectives and approach for each recruitment channel: AGENT Objective Strategy Audience Timing Budget Expected outcome Evaluation date Actual outcome Comments Improve quality of applications from agents in Colombia 1.1 Online training and resources on admission requirements and processes Education agents Q2 $1500 20% increase in application to offer conversion rate in Sem 1 2016 over Sem 1 2015 results 15 March 2016 DIRECT Objective Strategy Audience Timing Budget Expected outcome Evaluation date Actual outcome Comments Increase conversion rate from offer to acceptance 2.1 Monthly Skype sessions with students who have received but not accepted an offer Offer holders Q3 / Q4 $500 35% offer to acceptance conversion rate in Sem 1 2016 15 March 2016 PARTNER Objective Strategy Audience Timing Budget Expected outcome Evaluation date Actual outcome Comments Generate interest in Study Abroad programs from new US partner institutions 3.1 Social media campaign to promote Australian travel and lifestyle Students at US partner institutions Q3 $5000 500 instances of social media engagement by end August 2015 15 September 2015 PATHWAY Objective Strategy Audience Timing Budget Expected outcome Evaluation date Actual outcome Comments Increase the number of enrolments via pathway arrangements 4.1 Develop and implement a digital campaign promoting the credit entitlements from pathway institutions to VU Students enrolled or looking to enrol at pathway institutions Q3 $10000 30 applications submitted for Sem 1, 2016 intake 15 March 2016 5 IMPLEMENTATION Outline the activity and performance required to successfully implement each strategy: 2.1 Digital campaign to generate direct qualified postgraduate leads from Bangladesh for Semester 1, 2015 Purpose Activity Targeting Key messages Timing Budget Goals Evaluation date Results Comments Attract LinkedIn advertising • Age 25-35 • Living in Dhaka • Graduate of Section 1 university • Employed as a manager • International recognition • MBA ranking 1-15 June 2015 $1000 ads $200 agency • 1500 ad clicks 16 June 2015 Attract Facebook advertising • Age 25-35 • Living in Dhaka • Graduate of Section 1 university • Interested in IELTS, IDP, Study in Australia etc • Study in Australia • International recognition 1-15 June 2015 $1000 ads $200 agency • 2000 ad clicks 16 June 2015 Engage/Acquire Landing page Visitors from Facebook and LinkedIn advertising • Affordable tuition fees • Research or coursework options • Alumni success story/statistics Go Live 31 May 2015 $1000 agency • 250 enquiry form submissions 7 March 2016 Convert Email response template Leads from landing page • Life in Australia/Sydney • Entry requirements • Career support 1-16 June 2015 - • 50% open rate • 15% click-through rate 30 June 2015 Convert EDM • Leads from landing page • Existing hot/warm postgrad prospects in Bangladesh Meet Regional Manager in Dhaka for advice about future study in Australia 20 June 2015 - • 40% open rate • 15% click-through rate • 10 students register to meet 4 July 2016 6