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

NCUK Marketing Activity

MEET THE TEAM…

4 KEY INITIATIVES IN 2018 Improving Improving our Online Performance for lead generation BUILDING ON Building an engaged community of warm prospects Building OUR SUCCESS through our social platforms and CRM initiatives IN 2017 … Generating awareness of NCUK by our extensive Events Generating Programme Creating new marketing materials and resources to make Creating your operations easier

1 IMPROVING OUR ONLINE LEAD GENERATION

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 BETTER CUSTOMER INCREASING REFERAL INCREASING REACH EXPERIENCE TRAFFIC 1. Highlighting top keywords 1. Better functionality such as 1. Featuring on major to inform content creation Course Finder Tool international course listing websites 2. New Creative formats 2. Increasing further call to action opportunities and 2. Online PR & Outreach more qualified data capture 3. Cross linking to NCUK information Partners and generating 3. Localisation initiatives such traffic from University as a revamp of our China websites website and language specific pages

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

85% USAGE IS FOCUSED AROUND 3 KEY PLATFORMS of perspective students use Social channels to research universities 38% 34% 24% they are daily usage daily usage daily usage considering attending *Source: Hobsons International Student Survey 2017

2018 Social Media Roadmap INCREASE SOCIAL IMPROVE CREATIVE ENHANCED FOOTPRINT ENGAGEMENT FORMATS TARGETING 1. Paid social 1. Content 1. Increase video 1.Reflect student campaigns development output regions via paid social 2. Encourage sharing 2. Create social 2. User Generated calendar Content (UGC) from 2. Identify growth 3. Develop YouTube Ambassadors markets 3. Stimulate interaction 3.Infographics & gifs

AFTER MAKING AN ENQUIRY 93% WHEN MAKING AN ENQUIRY WHEN DECIDING WHETHER TO ACCEPT AN OFFER prefer email ‘at all stages’ of the journey to enrolment AFTER ACCEPTING AN OFFER Source: Hobsons International Student Survey 2017

Key CRM Initiatives INCREASE PROSPECT REGULAR TRACKING & LISTS THROUGH DATA COMMUNICATION REPORTING CAPTURE 1. Website forms 1. Key touch points 1. Follow up emails to calendar prospects 2. Lead generation sites 2. Automated templates 2. Monthly reporting 3. Events 4. Social media

3 GENERATING AWARENESS THROUGH EVENT BASED MARKETING

EVENTS PROVIDE A PLATFORM TO SHOWCASE THE NCUK BRAND IN AUTHORITATIVE ENVIRONMENTS AND ACROSS MULTIPLE RELEVANT AUDIENCES SCHOOLS AND BUSINESS EDUCATION AGENTS STUDENTS COMMUNITY PROVIDERS

NCUK IS SCOPING OUT OPPORTUNITIES FOR AN EXTENSIVE PROGRAMME OF EVENTS IN 2018 Events in 2017 1. Adding further to our current event roster in 2018 2. Ensuring we maximise our presence at every event we attend 3. Create our own events

4 CREATING NEW MARKETING MATERIALS & RESOURCES TO MAKE OPERATIONS EASIER

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

IYOne Prospectus • 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

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 WHAT? WHY? • Single source for all assets • We have clear brand • Online self service tool guidelines (ensures consistency) • Off-the-shelf materials • Improves service levels • Opportunity to customise to meet individual market requirements