part 2 - studyportals€¦ · 2017: one in five agents reported that 60% or more of their leads...

PART 2 Activating New Markets

Through Digital Recruitment

Greg Long, Recruitment Manager,

International Digital Engagement

Centennial College (Toronto, Canada)

Sending Countries

Diversity by Region: Fall 2010 - Fall 2018

Five Year Enrolment History (Three Semesters)

Diversification Strategy: Overview

Geographic business model was designed and implemented in 2008

Countries categorized into developed, developing and emerging markets

Country-specific marketing & recruitment strategies developed

Regional teams established (language capacity to serve applicants, parents, agents).

International Recruitment offices were established (11 Offices)

MOUs and MOAs

Student Direct Stream started in India, expanded to China, Vietnam, the Philippines

International projects and foreign government contracts (i.e. Panama Bilingual)

Digital Recruitment: Virtual Fairs, Online Advertising, Social Media, Digital Partnerships

Agents screened and contracted

处

Centennial College – International Offices

International Digital Recruitment Impact

347 Enrolled from Digital Leads (50 Countries)

21 Enrolment Generating Digital Lead Sources

635 Enrolled Tracked to Digital Engagement

Total Impact: 982 Enrolled Students

982 Enrolled | 50 Countries | 21 Digital Lead Sources

Digital Diversification

1. Recruitment and Enrolment

Expand network of digital lead sources

Targeted enrolment growth

Build technological infrastructure to enhance reach and impact

International Digital Recruitment Impact

318 Enrolled from Digital Leads (48 Countries)

24 Enrolment Generating Digital Lead Sources

1434 Enrolled Tracked to Digital Engagement

Total Impact: 1752 Enrolled Students

318 Enrolled from Digital Leads (48 Countries)

24 Enrolment Generating Digital Lead Sources

1434 Enrolled Tracked to Digital Engagement

Total Impact: 1752 Enrolled Students

(Year-over-year growth)

Brazil: 73 to 89 : +21.9%

Vietnam: 66 to 89: +34.8%

Colombia: 10 to 30: +200%

China: 6 to 29: +383.3%

Philippines: 11 to 16: +45.4%

Turkey: 4 to 7: +75%

Developing Markets

Digital Diversification

1752 Students | 48 Countries | 27 Digital Lead Sources

Strategically position academic programs

Provide relevant content for marketing in specific regions

Follow up: integrate offline and online recruitment

Online and Mobile Advertising: Targeted Lead Generation

(February 2019-October 2019)

Digital Recruitment Team

Lead Management ToolsDigital Recruitment: Lead Management Tools

Tips for Enrolment Analysis

• Integrate online and offline engagement

• Help manage change, engage in digital transformations

• Online Services and Support

• Develop Enrolment Based Partnerships

2. Partnerships and Pathways

2017: One in five agents reported that 60% or more of

their leads came from online sources. About one third

of agents indicated that digital channels generate

between 30% and 60% of all new business.

Source: 1,456 agents in 107 countries.

2017 ICEF i-graduate Agent Barometer

2016: Responsiveness is again

the top-rated tactic. Growing

importance of online services &

training supports for agents.

2015: Online

Channels for

Lead generation

New Platform Launch: Virtual Open House

Virtual Open House: Success Stories

Digital Recruitment Strategy: Enrolment Based Partnerships

0

10

20

30

40

50

60

70

80

Fall 2018 Fall 2019

Number of

students

• Key messages, Key Messengers

• Multimedia Support for recruitment

• Multi-channel engagement, content marketing strategy

• Peer and community-led relationship building strategies

3. Promote Brand and Build Community

Completeness

Consistency

Accuracy

Innovative leadership

roles for students

and alumni online

Digital Recruitment Strategy

Address specific concerns

Build personal, academic, and community connections

Help students take the next step

• Planning

• Promoting

• Hosting

• Livestreams

• Chats

The Power of ‘Peer to Peer’

• Follow-up

• Hashtags

• Webinars

• Articles

• Blogs

Involve Students

Digital Engagement Strategy

Multichannel

Engagement

Admissions Q&A

‘Live Chat FAQ’

Student Voices

‘Chat Topics’

Social Media in Diversification Markets

Student Support through Digital