Transcript Using the Story to Market the Study Abroad Experience

Marketing
Using the Story Effectively to Market the
Study Abroad Experience
What is Marketing
O A way of thinking, a frame of mind
O A business philosophy
O Thinking from the customer’s point of view
O To serve the needs and wants of the
customer
O To meet or exceed their expectations
Putting your customers first
The marketing concept
O This term is used to describe both the
philosophy of marketing orientation and the
practical aspects of marketing
O It refers to the approach you take in running
your business – and yes, Study Abroad is a
business
Elements of marketing
O Staff training
O Maintenance and upkeep
O Systems and policies
It can also be small things like keeping in
touch with students who are abroad
Benefits of Marketing
O Profitability is the key outcome
O What is profitability?
O A Win Win situation for you, students both
incoming and outgoing, and your University
(perhaps we should also include parents)
Revenue is what we usually think of in terms of
profitability, but time, frustration and professionalism
can also be part of the term
Other benefits
O A better understanding of your customers
O More effective use of your marketing budget
O A greater ability to choose
the most
effective advertising, distribution methods &
channels
O More effective use of your human resources
O Increased awareness of market trends &
opportunities, & an increased ability to
capitalize on them
Unusual characteristics
O Intangible experience – ‘Buy’ without seeing
O The experience cannot be stored
O The demand can frequently change
O The components are not provided by us – we work with
intermediaries and partners
Unusual Characteristics (Cont’d)
O We work with students who make decisions
based on a complex mix of motivations
O Customers have little or no loyalty to the
product
O Studying
abroad can be vulnerable to
unpredictable and uncontrollable outside
events
Product
Promotion
Marketing
Mix
Place
Price
The 4 P’s
O Product – the mixture of benefits that they think
that they will receive
O Price – what is perceived as value for money
O Place – where they buy the experience – your
office!
O Promotion – the range of activities by which you
make students aware of your product
Product
Packaging
Partnership
Positioning
Programming
Promotion
Price
Place
People
The other 5
O Partnership – working together to present a
O
O
O
O
complementary service or product
People – the people who work in your office,
or your study abroad partner’s office
Packaging – making it easy to buy and sell
as it is a one price offer
Positioning – your niche
Programming – your special events and
information sessions organized to promote
study abroad
Developing a Marketing Plan
O 1. Where are you now?
O 2. Where would you like to be?
O 3. What will you do to get there?
O 4. How will you make sure that it gets there?
O 5. How will you know when you have
arrived?
Workshop
Brainstorming – Worksheet for Keele University
Product
Partnership
Packaging
Exchange package - making
it simpler for the student and
Communication is key! a
the parents! - single
Good customer service. good working relationship.
price/single purchase.
Give your partners
text/images to use on their
website to ensure
The students orientation consistency in the
First impression!
You are selling the
promotion of your
"experience".
institution
Nice clean campus &
accommodation.
Location.
Language.
Modules available.
Cost - sensitive
Provide a pre - departure A goody box in their student
Webinar?
accommodation.
Pre-arrival on-line "pack“.
"In-house" partnerships
Orientation pack.
Programming
Day trips for
Internationals Students.
World Festival.
Thanksgiving dinner.
Mentors
Price
Important consideration,
students must consider
employability & salary.
Positioning
USP - Unique Selling PointWhat is your niche? - sell to
everyone or a select group.
Price at "home" –
S Africa/Malaysia.
Receives what the student
regards as value for money. Keele Distinctive Curriculum.
Student Societies.
What is the competition –
charging?
Tuition/Accommodation.
Rankings
Photo competition.
Site visits.
Student Union ranking.
"Freshers’ week"
Orientation schedule.
Internationalisation ranking.
Student Experience
rankings.
Place
Promotion
People
We "sell" Study Abroad
direct, as well as
Website - clear concise &
through our Partners. informative & up to date! Peer Advisors - Help promote.
Academics (Subject Tutors)Macro -to the Micro
Pinterest/Facebook
important marketing asset.
Careers - Help students to
"Not London".
Study Abroad Fair.
evaluate the exp.
"Not urban".
Photo competition.
Alumni
WP Team - Talk about Study
Abroad when they visit
Beautiful, safe campus.
Marketing literature.
schools.
Open Day/Visit days - speak
to prospective students &
Global Education Office.
Word of mouth.
parents.
Peer Advisors.
Parents.
Conference & Fairs.
Banners on emails.
Open & Visit Days.
Adverts around your
campus.
O Thank you for attending this workshop, our contact
details:
O Elissa Williams – Global Education Manager
[email protected]
O Lisa Stoker – Global Education Officer
[email protected]