Transcript Global Promotion Project

Promoting European
Higher Education
Mark Rogerson
Santander Group Liaison Officers’ Meeting
Tarragona,
October
20082008
th & 25
th January,
Brussels, 2410th
Global Promotion Project
• Higher Education a growing market
• Need to change perceptions of European Higher
Education
• A common approach in a global market
Global Promotion Project
A GROWING MARKET
• Rising number of internationally mobile students- 1.8
million in 2001, 2.5 million in 2004. 7.2 million in 2025
• Research shows potential for Europe to increase its
market (EURODATA)
• Need to boost interaction between European universities
and partners in rest of world
Global Promotion Project
PERCEPTIONS OF EUROPEAN HE
• “Perceptions of European HE in Third Countries” Study
• Europe in general is too little-known as a study
destination among third-country students
• Too “traditional”
• US is widely regarded as offering the “best quality”
education, although Europe also scores highly
Global Promotion Project
PERCEPTIONS OF EUROPEAN HE
Asian students ranked the US above Europe in:
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Quality of facilities
Quality of education
Most “prestigious” universities
Reputation of degrees
Chances of getting a job and staying on after graduation
Work opportunities during studies
Global Promotion Project
PERCEPTIONS OF EUROPEAN HE
Key strengths of European HE
• Quality of education
• Traditional and innovative
• Internationally compatible degrees (Bologna)
Global Promotion Project
A COMMON APPROACH
• Creation of a clear European identity
• Build upon perceived strengths and correct
misperceptions
• European “umbrella” brand, based on elements
common to all European countries but allowing
for tailor-made campaigns
Global Promotion Project
A COMMON APPROACH
NOT
• Duplicating national promotion efforts (“Study
in Europe” is a “window” onto European HE)
• Promoting individual HEIs or courses
Global Promotion Project
FIVE KEY ELEMENTS
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European “brand” and website
Innovative services for international study
Improve HE marketing techniques in Europe
Events to promote European HE
Media campaign and information materials
Global Promotion Project
GPP - OBJECTIVES
• Overall objectives: make European HE more easily
accessible, raise profile and visibility across the world;
contribute to European competitiveness and promotion
of international understanding.
• Specific objectives: improved information on
advantaged of studying in Europe; enhanced capacity of
European HE to promote itself .
Communications
tool-kit
• An on-line manual
• Designed to give guidance and instruction on
how to communicate
• Tools for hands-on use and advice on
communications and marketing best-practice
• Intended as a source of information on
technique, and not on policy
Tool-kit contents
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Effective marketing and branding techniques
Guidance on the use of the logo
Developing a promotional campaign
Making best use of HE Fairs
Tool-kit contents
Effective marketing and branding
techniques
Marketing techniques
• The seven P’s
Marketing techniques
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Product
Price
Promotion
Place
Presentation
Positioning
People
Marketing techniques
• Product
Marketing techniques
• Product
Education is not a manufactured product, like
soap-powder. But it is a service chosen in a
market-place by consumers (= students) who are
making informed choices.
Marketing techniques
• Price
Marketing techniques
• Price
If you charge fees to overseas students, be open
to the possibility that your current pricing
structure is not ideal for the current market.
Marketing techniques
• Promotion
Marketing techniques
• Promotion
Whatever method of marketing and sales you're
using today will, sooner or later, stop working.
Marketing techniques
• Place
Marketing techniques
• Place
Develop the habit of reviewing and reflecting on
the location where the potential student first
encounters your institution.
Marketing techniques
• Presentation
Marketing techniques
• Presentation
People form their first impression about you
within the first 30 seconds. Small improvements
in the presentation can lead to completely
different reactions.
Marketing techniques
• Positioning
Marketing techniques
• Positioning
If you could create the ideal impression in the
minds of potential students, what would it be?
What changes do you need to make in order to
be seen as their best choice?
Marketing techniques
• People
Marketing techniques
• People
Your ability to select, recruit, hire and retain
the proper people, with the skills and abilities
to do the job you need to have done, is more
important than everything else.
Tool-kit contents
• Q&A
• Advice on participating in HE fairs
• Key messages on EHE for students, academic
institutions, parents and the general public
Tool-kit contents
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Guidelines on using Agents
How to build a database of contacts
Guidance on handling the press and media
Press releases
Key contact points
Using the Internet
Tool-kit contents
• Using the Internet
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The Internet audience
Writing for the web
Advertising on the web
Blogging and PR
Social networking sites
Global promotion project
www.study-in-europe.org
ec.europa.eu/education/programmes/
mundus/doc/toolkit_en.pdf