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