buila presentation
TRANSCRIPT
Kenon Man Interna+onal Digital Communica+ons Officer
Integrated campaigns University Mission:
Top 30 UK research-‐led university by 2017/18
AIract more interna+onal students to Swansea
Where bright futures begin is an integrated communica+ons campaign, targe+ng Nigeria with the aim of promo+ng current recruitment ac+vi+es and increasing student applica+ons by presen+ng academic excellence, student experience and lifestyle in a posi+ve way.
Increasing enquiries Applica+ons Students
A I D A Awareness Interest Desire Ac+on
• Online Ads • Newspaper Ads • Radio Ads
• Online Profiles – Hotcourses / EducateUK/ Bri+sh Council
• Fairs and exhibi+ons
• Social Media Channels • Blogs • Press / Media
• Email Marke+ng -‐-‐-‐ -‐-‐-‐ -‐-‐-‐ -‐-‐-‐ -‐-‐-‐ -‐-‐-‐ -‐-‐-‐ -‐-‐-‐ >
• Website -‐-‐-‐ -‐-‐-‐ -‐-‐-‐ -‐-‐-‐ -‐-‐-‐ -‐-‐-‐ -‐-‐-‐ >
• Applica+ons • Enquiries • Conversion
Communica+on Models:
Source: hIp://www.mckinseyquarterly.com/spContent/charts/code09/CDJ-‐Base.swf
McKinsey’s Loyalty Loop
Our Digital Channels
Major ac+vity ‘Roughly’ planned and scheduled – updated every two months
Source: hIp://www.johnhaydon.com/
Online Adverts: Google AdWords | YouTube | LinkedIn | Facebook
Generate Awareness: Promote in-‐country visits/exhibi+ons
Collect enquiry contact details
Email | Conversions
• Research which plaforms are more suited
• Adapt messages and +me your ads around any key events
• Ask a ques+ons – Q&A Session • Target your ad to interests and likes
• Test your ads – delete ones that are not working
• Add a call to ac+on
• Re-‐marke+ng
• Main social media communica+on channel
• Post regularly about Campus, Student ac+vi+es and experiences etc.
• Respond to enquiries
• Managed by our in-‐country manager in Beijing
• Relevant news is emailed to our in-‐country manager
• Good rela+onship with our Chinese Students’ Society
Facebook Q&A
• Targe+ng students living in the same loca+on as the fair
• Six posts scheduled and promoted -‐ one per day
• 400,000 impressions • Shared 84 +mes • 21,000 clicks • 1700 comments
Course Informa+on email
Ad Hoc Emails
Reminder Email
Applica+on Conversion Campaign
What happens to our leads?
• Promo+ng Swansea
• Course Specific Videos
• Talking heads or interviews
• Content for websites
• Student tes+monials
• Meet academic staff
Video Produc+on Styles
• Audio slideshow • Single camera
• Two camera • Mul+-‐camera
• Live
Types of video produc+on quality
• Instant • Student-‐led
• In-‐house produced • Professional
Don’t forget that you can be extremely crea+ve with your smartphones but remember it is all in the edi+ng
iphone videos on vimeo: hIp://vimeo.com/channels/iphonehd/videos
Promo+ng Swansea University: Interna+onal Recruitment Video
Brief: • Produce a video with an interna+onal focus that support current marke+ng ac+vity – to be used as a tool to increase student enquiries and applica+ons
• Showcase Swansea University’s Interna+onal Community, facili+es and loca+on .
Honest, Approachable & Invi+ng
Promo+ng Swansea University: Interna+onal Recruitment Video – Where bright futures begin
ججااممععةة سسووااننززيي: ععننددمماا ييببددأأ االلممسستتققببلل االلممششررقق
视频: Swansea 大学 -‐ 英国
hIp://youtu.be/kEN6hVOYDLw
Video Tips: -‐ Prepare the camera slightly above the subject’s eye line and remember the rule of thirds -‐ Most videos are about 4 minutes long -‐ Keep the camera steady and try not to use the zoom func+on -‐ Pay aIen+on to ligh+ng and sound – Use a external microphone such as lapel Mic. You’ll be forgiven for slightly poor image quality but you will not be forgiven for poor sound quality
-‐ Pay aIen+on to the background/loca+on/clothing : Remember your audience
-‐ Parody something popular Produce something with a twist…
That’s Why I chose Yale – ‘Glee Parody’ hIp://youtu.be/tGn3-‐RW8Ajk A Dave in the life of Monash University hIp://youtu.be/zwu5WkrmzJ8
-‐ Montages Guy Travels The World And Shoots One Second Of Footage In Each Loca+on hIp://youtu.be/BUoYWcbDCXI
• Requires a lot prepara+on and planning • Fine balance between ‘Cool’ and ‘Cringe’ • Short life span unless it is well produced • Mainly filmed/produced by students therefore high engagement but high PR /
Communica+on risk
Working with Crea+ve Agencies • ‘Rubbish goes in, Rubbish comes out’
– Gather your informa+on – Know your outcomes – Clear Brief
• Don’t tell them how to their job – Sharing and exchanging of ideas
• The work con+nues – Ask for updates – ‘deadlines’ – Con+nuous dialogue
Results • Website visits
– 70% increase (extra 13k visitors) – 80% increase of new users
• Enquiries – 120% increase in leads via webform – 3.5K leads via online adverts
• Applica+ons – 90% UG and 28% PGT
• Enrolment – When compared with the end of the second week last year:
14% increase in enrolments across undergraduate 18% increase in enrolments for post-‐graduate taught courses.
