marketing strategies for jip’s2.3 mailing campaigns 2.4 personal recommendation 2.5 online and...

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MarketingstrategiesforJIP’s

JaninaSatzerHeadofCoordination

InstituteofLaw&EconomicsUniversityofHamburg

EMJMDEMLE

ProDeJIPAnnualConference26October2018

Brussels

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Structure:

1.  Introduction2.  Importantcampaigncomponents

2.1 Print,Educationfairs2.2 NationalAgenciesforAcademicExchange2.3 Mailingcampaigns2.4 Personalrecommendation2.5 OnlineandSocialMediacampaigns

§  Website§  Commercialonlinesearchplatforms§  GoogleAdWords§  Facebook/Blog§  LinkedIn

3.  Summary

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1.   IntroductionGoalofpromotingstudyprogrammes:

§  AttracteligibleandhighlyqualifiedapplicantsØ Maketheprogrammevisible!

Campaignsshouldbedesignedforthetargetgroup(s):§  Europeanstudents(‘Programmecountries’)§  Non-European/internationalstudents(‘Partnercountries’)§  Fieldofstudy(interdisciplinarity?)§  Availablebudget


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1.   Introduction/contd.Findasuccessfulmixofcampaigncomponents:

§  Print§  Educationfairs§  NationalAgenciesforAcademicExchange§  Mailingcampaigns§  Website§  Onlinesearchportals/platforms§  Socialmedia§  Personalrecommendation


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Introduction/contd.Developmentandmaintenanceofcampaigns:

§  Setupafirstcampaignmix(availablebudget,takecompetitorsasreference,benchmarking)

§  Findouthowapplicantsdidhearaboutyou(e.g.onlineapplicationsheet,allpromotioncomponentsmentionedfortheapplicantstochoosefrom)

§  Finetuningofcampaigns(howmuchofthebudgettoinvestineverycomponent,finetuningofpromotiontime,whichcomponentfitsbestforwhichtargetgroup)

§  Successfulcampaignsneedtobetakencareofpermanentlyduringtheapplicationphase!

§  Yearlyevaluationofcampaigns:Low-orNon-Performingcomponentsshouldbekickedoutandreplaced


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EU Non-EU EU Non-EU EU Non-EUAnswer Count % Answer Count % Answer Count %

FriendorAlumni 155 26,14 42 113 FriendorAlumni 226 24,78 31 195 Google 181 23,82 36 145Google 137 23,10 41 96 Google 217 23,79 30 187 FriendorAlumni 173 22,76 30 143Professor 81 13,66 23 58 EU-Website 119 13,05 14 105 EU-Website 88 11,58 16 72LLM-Guide.com 49 8,26 23 26 Professor 87 9,54 10 77 LLM-Guide.com 86 11,32 25 61EU-Website 42 7,08 12 30 LLM-Guide.com 70 7,68 21 49 Professor 80 10,53 18 62Facebook 40 6,75 10 30 Facebook 57 6,25 5 52 Facebook 47 6,18 5 42Masterstudies 29 4,89 17 12 DAADGuide 44 4,82 3 41 DAADGuide 35 4,61 4 31DAADGuide 27 4,55 6 21 Masterstudies 38 4,17 11 27 Masterstudies 27 3,55 5 22ELSA/ILSA 14 2,36 6 8 ELSA/ILSA 22 2,41 6 16 Posteror

Brochure17 2,24 2 15

PosterorBrochure

13 2,19 3 10 PosterorBrochure

20 2,19 1 19 ELSA/ILSA 12 1,58 2 10

(llmstudy.com) 6 1,01 2 4 llmstudy.com 9 0,99 2 7 llmstudy.com 9 1,18 4 5DerLL.M./e-fellows.net 3 0,33 3 0

DerLL.M./e-fellows.net 5 0,66 2 3

593 185 408 912 137 775 760 149 611

2017 2016 2015

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2.   Importantcampaigncomponents2.1.Print(advertisementinnewspapers,journals,etc.),Educationfairs:

§  Tooexpensive§  Negativecost-benefitratio


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2.2.NationalAgenciesforAcademicExchange:Example:DAAD§  Advertisementclearlyfocusesoninternationalstudentsinterestedto

studyintheagency‘shomeland§  Notavailableineverycountry!§  Usuallymultimedia-based(print,website,brochures,CD-ROM)§  Takeovertheexpensivetasks:

§  Personalexpertadvice§  Educationfairs

§  Operateinformationbranchesallovertheworld§  Reasonableprice


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2.3 Mailingcampaign:§  Posters§  Flyers/Brochures§  Postersandflyersaresendtoallpartneruniversities§  PDFversionoftheflyer(attachedtoaninformationemail/newsletter)send

toalistofrelevantrecipients(mailing-list).EUdirectiveondataprotection!§  Importantforalltargetgroups§  Reasonableprice

2.4 Personalrecommendation:§  Byprofessors(inlectures)§  Bystaff(duringinteractionwithstudents)§  Byalumniandcurrentstudents§  Bystudentsassociations(ELSA,ILSA,EMA)§  Moredetailedinfo/advicecanbedirectlygiven§  Regardedashighlyreliable§  Mostlyfreeofcharge


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2.5 OnlineandSocialMediacampaigns:

Prospectivestudents(targetgroup):Generation„M“(Mobile):§  Shortattentionspan§  Emphasizeonbitesizedinformation§  Informallanguage§  Preponderanceforvisualinformationoverwrittenword


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§  WebsiteDesign:

•  EUdirectiveondataprotection:Transferprotocolhttps,privacystatement,etc.

•  Content/Texts(keepitshortandsimple)•  Logicalandclearstructure(infoshouldbefoundeasily)•  Littleredundancies(internallinks)•  Visualinformation/interactiveelements/videointegration•  Responsive•  Modernandprofessionallook(investmentpaysoff!)

Ø  It’snotimportantwhatyouasprofessors/coordinatorslikebutwhatprospectivestudentsfindattractive,appealingandconvenient!


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www.emle.org

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§  CommercialonlinesearchplatformsSomeexamplesFee-based:

•  Masterstudies.com•  Postgradsolutions.com•  StudyPortals.com•  LLMstudy.com•  LLM-guide.com

Freeofcharge:•  ILSA/ELSA(Lawstudentsassociations:GraduatesandAlumni)•  EMA

Ø  YearlycheckofadvertisingcontenttochangesØ  Consideredasreliable


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§  GoogleAdWords

•  AdvertisementviaGoogle/Googlesearchengine(AdWords)•  Users/TargetgroupuseGoogletosearchforstudyprogrammes•  AdvertisementappearsontheGoogle‘sresultpage•  Usersclickonadvertisement•  Usersapply

•  Advertisementworkslikeanauction(highlycompetitive:theminimuminvestmentishighcomparedtoothercomponents;“richcompetitors”)

•  Relativelyexpensive•  Nottakenseriouslybyafewgroups•  Advancedtool


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ScreenshotGooglesearch


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Example:EMLEAdWordscampaign:


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§  ImportantaspectsofaGoogleAdWordscampaign:

•  Perfectsearchad•  Effectivekeywordlist•  Definitionofadvertisingperiod•  Investmentplan:overallbudgetandbudgetpersub-periods(weeks,days,

etc.)•  Performancecheck•  Adjustmentofbudgetandperiodifnecessary

Wrongchoiceofkeywordsandinappropriateadvertisingperiodcanbeineffectiveandverycostly!

Tutorialon:https://ads.google.com


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§  Facebook:StilloneofthemostpopularsocialnetworksworldwideDistributionworldwide NumberofDailyUsers:1.47billion


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§  Facebookpage/Blog:•  Contactwithcurrentandformerstudentsaswellasotherinterestedpersons•  Reactiontothechangingwaysofcommunication•  Keeptrafficup!:providenews,deadlines,andinterestingevents(conferences,

callforpapersetc.)•  Keepitpublic•  Getcurrentstudentsinvolved(posts,commentsandadvicetoquestioners)

§  FacebookAlumnipage•  Contactwithformerstudents•  Keepalumniinformedaboutapplicationperiod(alumni=bestambassadorsto

promoteyourprogramme,personalrecommendation)

§  Bothfreeofcharge§  Bothconsideredasreliableespeciallywhenstudentsareinvolved


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§  Facebookpage:•  Profilepic Thinkof•  Coverpic recognition!•  Linktowebsite•  Contactinfo•  Programmedescription•  Messages•  Links,photosorvideos

(engagingcontent)•  Specialeventsordeadlines•  Pinimportantposttothetopof

yourpage


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§  Facebookadvertisement:

•  BoostingFacebookpageandplacingadvertisements(severaltimesduringtheapplicationperiod)

•  Effectiveandcost-saving•  NottakenseriouslybyafewgroupsChoose:•  Audience:location,demographics(age,genderandmore),interests(field

ofstudy,degrees,programmes),connections(targetgroup)•  Text(short,clearandconvincing)•  Photo(considercopyrights!)•  Startandenddate•  Totalspending•  Checkperformance(changesifnecessary)•  Tutorialandmoreinformationon:

https://www.facebook.com/business/learn/facebook-ads-basics


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§  Facebookadvertisement:


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§  LinkedIn:•  Mostlyusedbypost-graduates•  Bondingofalumni(programme’sbestambassadors,personal

recommendation)•  Trackingalumni’sprofessionalcareer(statistics)•  Moreadequateforalumnithanstudentapplicants•  Freeofcharge


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3.   Summary:Developmentandmaintenanceofcampaigns

§  Findouthowapplicantsdidgettoknowyourprogramme(applicationform)

§  Findsuitablemixofcampaignsforyourspecialtargetgroup(s)andbudget•  Checkcurrentmixforrelevance•  Lookforcompetitorsandtoolstheyuse•  Adjustmixaccordingly•  Marketingstudyprogrammesisa„trialanderror“method

§  Maintenance

•  Takecareofadvertisementsduringtheapplicationperiod(fine-tuning:adjustinvestmentdependingonresponsiveness,effectiveness,and(sub)targetgroup;adjustpromotiontime).Dailycheckifnecessary!

•  Evaluateadvertisementsonceayear(feedbackinapplications)


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Thankyou!Questions?

marketing strategies for jip’s2.3 mailing campaigns 2.4 personal recommendation 2.5 online and...

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