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ICEF North America Workshop Miami December 2013"www.intead.com" 1
Today’s Schedule"Registration & Breakfast! 8:30 – 9:00!
Welcome/Introductions" 9:00 – 9:15"
• SESSION 1: Auditing internal capabilities, developing strategy, identifying useful data, aligning strategy and plans"
9:15 – 10:10"
• SESSION 2: Choosing Int’l Markets" 10:10 – 10:30"
Coffee Break! 10:30 – 10:45!
• SESSION 3: Working effectively with agents" 10:45 – 11:00"
• SESSION 4: Developing and implementing a global marketing plan"
11:00 – 12:45"
Q & A / Group wrap up discussion (workshop ends)" 12:45 – 13:00""
Presenter Discussions (as requested)" 13:00 – 14:00"
ICEF North America Workshop Miami December 2013"www.intead.com" 2
Michael Waxman-Lenz | President & CEO"International Education Advantage, LLC"
Ben Waxman | Chief Operating Officer!International Education Advantage, LLC"
Global Student Recrui4ng
Developing & Implemen4ng a Global Marke4ng Plan"
Presented at "
North America Workshop Miami – December 2014
§ Who is here and what are they doing?"We all feel like we could be doing better with digital."
§ Why do we think what we think?"Digital really is important. Here’s why."
§ How do we implement?"An analysis of the platform and channel options and how to use them"
Implemen4ng A Holis4c Approach
ICEF North America Workshop Miami December 2013"www.intead.com" 4
Who are we?""And what are we doing?"
Social Media Channels Used
Email PlaGorm for Bulk Distribu4on
Analy4cs Support
Holis4c Strategy for Student Recrui4ng
Why we think what we think."
Source: We Are Social, 2011"
In Millions"
Mobile Dominance Established in 2011
60 – 85% of those with social media profiles
log onto their social media platforms
EVERY DAY"
Social Media as a Global Phenomenon
22.15!
4.58!2.04!
0"
5"
10"
15"
20"
25"
US! Canada! New Zealand & Australia!
Social Media Inquiries
n=80 Institutions"Average Response Time / Region (hrs)!
Case Western Reserve University
Link to Interna,onal Student, Conversa,on, Men,oned our post on Twi9er
Link to interna,onal admission, @CWRUAdmission
Response time: Less than 2 hours"Noticed BOTH Posts "
Who is evaluating us?"
Number of Ins4tu4ons Represented
Base: 1118"
What the Digital Audits Tell Us
www.centennialcollege.ca
www.mckenzie.edu
www.niagara.edu
www.santarosa.edu
www.unity.edu/admissions/apply-‐to-‐unity
Where to start?""Which questions matter?"
So, wasn’t this supposed to be about implementation?"
Hello There Prospect #297
It’s about "process and creativity"
SNHU – Lead Capture Form
eCornell.com – Prof. Cer4ficates
" ""
SYSTEMS"
Implementa4on
ICEF North America Workshop Miami December 2013"www.intead.com" 31
What digital marketing activities do we need? "
Digital Content Marke4ng Tools
32"
2 Days!
11 Week!
2EMAIL
32 Weeks!
41 Month!
Prospect!
CONTACT FORM
Digital Marke4ng Automa4on
What is an inquiry worth?
Remember Prospect #297?
" ""
AUDIENCE SEGMENTATION"
Implementa4on
Student Segments and Mo4va4ons
""
SEARCH ENGINES"
SEO & PAID SEARCH"
Implementa4on
Earned and Paid Media
Paid Media !
• Advertising (display, performance based) "
• Paid search "
• Lead purchases"
• Social media paid activities"
Earned Media !
• Website traffic"
• Blogs"
• SEO "
• Social media activities"
"
SEO"
Paid vs. Earned Search Results
Earned Media – Linked In
Paid Media – Linked In
Digital Confusion Takeaways
• Create highly relevant content that appeals to your target audience à Drive them to your website"
• Don’t drive them to your homepage! They should land (landing pages) on pages with relevant content"
• Earned and paid media feed each other"!
" ""
SOCIAL MEDIA TACTICS"
Implementa4on
Build Your Own Plan!Download this sample worksheet along with a blank planning grid
from our website HERE"
Planning Your Social Media Work
§ Editorial Policies"
§ Content creation plan"
§ Integrate feeds with collateral"
§ Clear responsibility assignments"
§ Tracking to justify and improve your efforts"
Social Media Implementa4on
" ""
ANALYTICS"
Implementa4on
Analy4cs – Free and Data Rich
Analy4cs – Deep Geographic Insights
What Google Analytics Tell Us
Int’l Alumni – Job Loca4on & Func4on
Source: "
Education" 48"Engineering" 20"
Entrepreneurship" 20"Operations" 18"
Sales" 18"Consulting" 18"
Media and Communication" 13"
Program and Project Management" 13"
Research" 12"Business Development" 12"
Human Resources" 11"Marketing" 9"Support" 8"Finance" 7"
Information Technology" 7"Arts and Design" 6"
Accounting" 3"……" ……"
Linked In Data – Job Func4on
§ College Board"
§ Institute of International Eduation (IIE)"
§ ICEF Monitor"
§ PIE News"
Resources
Industry Insights!
Mobile App!
For more information, please contact!Ben Waxman, COO & co-founder: bwaxman@intead.com!
e-Publications!
For more information, please contact!
Ben Waxman, COO & co-founder: bwaxman@intead.com!
Many Resources on Intead.com
" ""
Calculating Cost of Acquisition"
Earned & Paid Media
Scenario I" Scenario II"
Email distribution" 10,000" 10,000"
Email open rate" 12%" 7%"
Net views" 1,200" 700"
Click-through to registration" 20%" 20%"
Net registrations/inquiries" 240" 140"
% completing an application" 5%" 5%"
# of completed applications" 12" 7"
% admitted" 50%" 50%"
% of students enrolling" 30%" 30%"
# of students enrolled" 1.8! 1.05!
!Direct Cost per Enrolled Studentfrom this EMAIL LIST PURCHASE!
$2,389! $4,095!
Pain Point #2: Calcula4ng Cost of Acquisi4on
TOEFL Email List Purchase: 10,000 Names @ .43/name = $4,300!
Scenario I" Scenario II"
Clicks" 1,000" 1,000"
Registration % (from landing pg)" 12%" 12%"
Registration #" 120" 120"
Response to follow up communication"
50%" 80%"
Net registration/inquiries" 60" 96"
% completing an application" 20%" 20%"
# of completed applications" 12" 19.2"
% of students admitted" 50%" 50%"
# of students admitted" 6" 9.6"
% of students enrolling" 30%" 30%"
# of students enrolled" 1.80! 2.88!
!Direct Cost per Enrolled Studentfrom this PAID SEARCH – PPC PURCHASE"
$694" $434!
Pay Per Click Calcula4ons PPC Purchase: 1,000 clicks @ $1.25/click = $1,250!
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