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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 Intl 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 Workshop Slides 2014 v1

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Page 1: ICEF Workshop Slides 2014 v1

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"

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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

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§  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

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ICEF North America Workshop Miami December 2013"www.intead.com" 4

Who are we?""And what are we doing?"

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Social  Media  Channels  Used

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Email  PlaGorm  for  Bulk  Distribu4on

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Analy4cs  Support

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Holis4c  Strategy  for  Student  Recrui4ng

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Why we think what we think."

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Source: We Are Social, 2011"

In Millions"

Mobile  Dominance  Established  in  2011

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60 – 85% of those with social media profiles

log onto their social media platforms

EVERY DAY"

Social  Media  as  a  Global  Phenomenon

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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)!

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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 "

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Who is evaluating us?"

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Number  of  Ins4tu4ons  Represented

Base:  1118"

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What the Digital Audits Tell Us

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www.centennialcollege.ca

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www.mckenzie.edu

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www.niagara.edu

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www.santarosa.edu

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www.unity.edu/admissions/apply-­‐to-­‐unity

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Where to start?""Which questions matter?"

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So, wasn’t this supposed to be about implementation?"

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Hello  There  Prospect  #297

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It’s about "process and creativity"

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SNHU  –  Lead  Capture  Form

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eCornell.com  –  Prof.  Cer4ficates

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" ""

SYSTEMS"

Implementa4on

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ICEF North America Workshop Miami December 2013"www.intead.com" 31

What digital marketing activities do we need? "

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Digital  Content  Marke4ng  Tools

32"

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2 Days!

EMAIL

11 Week!

EMAIL

2EMAIL

32 Weeks!

EMAIL

41 Month!

Prospect!

CONTACT FORM

Digital  Marke4ng  Automa4on

What  is  an  inquiry  worth?  

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Remember  Prospect  #297?

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" ""

AUDIENCE SEGMENTATION"

Implementa4on

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Student  Segments  and  Mo4va4ons

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""

SEARCH ENGINES"

SEO & PAID SEARCH"

Implementa4on

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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"

"

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SEO"

Paid  vs.  Earned  Search  Results

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Earned  Media  –  Linked  In

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Paid  Media  –  Linked  In

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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"!

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" ""

SOCIAL MEDIA TACTICS"

Implementa4on

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Build Your Own Plan!Download this sample worksheet along with a blank planning grid

from our website HERE"

Planning  Your  Social  Media  Work

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§  Editorial Policies"

§  Content creation plan"

§  Integrate feeds with collateral"

§  Clear responsibility assignments"

§  Tracking to justify and improve your efforts"

Social  Media  Implementa4on

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" ""

ANALYTICS"

Implementa4on

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Analy4cs  –  Free  and  Data  Rich

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Analy4cs  –  Deep  Geographic  Insights

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What Google Analytics Tell Us

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Int’l  Alumni  –  Job  Loca4on  &  Func4on

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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

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§  College Board"

§  Institute of International Eduation (IIE)"

§  ICEF Monitor"

§  PIE News"

Resources

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Industry Insights!

Mobile App!

For more information, please contact!Ben Waxman, COO & co-founder: [email protected]!

e-Publications!

For more information, please contact!

Ben Waxman, COO & co-founder: [email protected]!

Many  Resources  on  Intead.com

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" ""

Calculating Cost of Acquisition"

Earned  &  Paid  Media

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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!

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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!