International Marketing & RecruitmentLoes Vaessen - International Recruitment and Admission officer, RadboudumcLaura Derkse - Senior International Marketeer, DMCMaria Kinast - International Recruitment and Admission officer, NSM

Programme

• Invitation emails

• International marketing at Radboud University

• Tone of voice

• Assignment

• Conclusion & questions

What did you thinkof your

email invitationto this workshop?

GROUP 3: Unfriendly invitation email

Dear participant, We received your registration for our workshop. We expect to see you at 9.45 on 28 May.You are placed in group 3, so make sure to sit at the right table upon entering the room. Best regards, The organisation

GROUP 2: Neutral invitation email

Dear <full name>, Thank you for registering for our workshop. We look forward to seeing you on 28 May at 9.45 in room N01.640, GN6. We have created 3 groups for the workshop and you are placed in group 2. Please sit with the other group 2 members when arriving at the workshop. Kind regards, Laura Derkse, Loes Vaessen and Loes Vaessen

GROUP 1: Friendly invitation email

Dear <first name>,

Thank you for your interest and registration for our workshop ‘International Marketing and Recruitment at Radboud University’ on the Internationalisation Day on 28 May.The workshop will take place from 9.45 till 11.15 in room N01.640 at the Gymnasion. We have divided our participants in 3 groups and you will be in group 1. When entering the room, please find a seat near the table with the 1 on it. We look forward to meeting you on 28 May. In the meantime, please do not hesitate to contact us, should you have any further questions. Kind regards, Laura Derkse, Loes Vaessen and Loes Vaessen

Tone of voicematters!

International marketing at

Radboud University

Context: international marketing and recruitment at Radboud

2008:

• Approx. 20 English-taught Master’s

programmes

• 0,5 fte + 0,5 fte at NSM

• No agents abroad

• Target: 300 international Master’s students

in 2013

2015:

• 35 English-taught Master’s programmes

(120 specialisations)

• 2 English-taught Bachelor’s

• 4,0 fte + each faculty

• >20 agents and representatives

• Target: 385 non-German international

Master’s students in 2017

What have we done so far?

Activities

• Off-campus activities

• Fairs

• Presentations

• Holland Education Days

• Trainings to partners

• Alumni events

• On-campus activities

• Open day

In collaboration with

• Agents

• Country representatives

• Alumni

• Students

• Other universities (Holland Education Consortium)

What have we done so far?

Recruitment marketing

• Materials to support activities

• Brochure

• Flyers

• Quick facts

• Alumni/Student testimonials

• Banners

• Posters

• Gadgets: bookmarks

 

What have we done so far?

Customer services

• Follow-up after fairs

• Newsletter / email campaigns

• Chat on the website

• Social media

• Conversion campaigns

 

Country analysis

• Level of education

• Level of English

• Popular study programmes in a country

• Current student population at Radboud University

• Interest to study abroad

• Recruitment infrastructure

• Trends in education

• Financial situation in a country / access to scholarships

A: B: C:

Germany Russia Turkey

Indonesia Spain United States

Greece Mexico United Kingdom

Italy Bulgaria India

Romania Poland Vietnam

Brazil South Korea Canada

China Lithuania

Analysis

Tools:

• Google Analytics

• Compare enrolled vs. interested students

• Surveys

• Panel interviews

• International Student Barometer

Faculty Current2014

AmbitionProject2017

Ambition faculties*Long term

Radboudumc 14 30 40

Law 42 90 100

Sciences 53 50 60

Social Sciences 30 55 65

Nijmegen School of Management 54 90 100

Arts 30 55 70

Philosophy, Theology, Religious Studies 6 15 15

Total Radboud University 229 385 450

Intake and ambition international non-German Master’s students* Including Germans

Long term: goals

Long term: project Catching up

• 3 years

• 4 actions:- Quick wins: agents, Chinese representative, additional staff- University-wide international marketing strategy- Yearly marketing and recruitment plans- Joint approach central and faculties

Tone of voice: definition

It is the way in which we write and speak, what we say and how we say it:

What we say is dictated by the knowledge and experience,

How we say it depends on the personality.

Tone of voice: definition

1. You are admitted.2. Congratulations, you are admitted!3. Congratulations, you are admitted to the Master’s programme in … and you will

receive an official admission letter shortly.

Or

4. Sincerely, Radboudumc5. Best regards, Loes Vaessen, Radboudumc6. If you have further questions, please do not hesitate to contact me, Kind regards,

Loes Vaessen, Radboudumc

Tone of voice: Pay attention to:

• Length of the letter/email

• Consistency of the text (and in context of previous emails)

• Logic structure in the letter/email

• Priorities, especially if a lot of information has to be delivered

• Targeting your communication (which information is important for whom)

Thank you for your attention!

Any questions?