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Effective Digital Marketing

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Effective Digital Marketing

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asmaashalapi370

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Effective Digital

Marketing in
Higher Education
3 December 2015, Emma Leech
Programme for today…
• Introductions, format and welcome
• Developing an effective digital marketing strategy
• Coffee
• Effective online management: Utilising our universities brand
• Effective use of digital channels to engage international students
• Lunch
• Workshop: Plan and implement a digital marketing strategy
• Evaluation and close
Developing an effective
digital marketing strategy
3 December 2015, Emma Leech
What we’ll cover
• Challenges
• The strategy stuff
• Identifying audiences
and opportunities
• Sharing experiences
• What’s next...
Challenges
Focus on stand out
Strategic alignment
Aims and objectives
So who matters?

Kotler and Fox (1985): The University and its Publics

Digital natives
Strengthening communications strategy
Developing a ‘Global Army
of Ambassadors’
Content, search and social media
in a PR context
Why news is important…
and PR methods need updating
Integrated Public Relations
Integrated Public Relations
Working Your Media Content

Embedded video also Social media

included, where
appropriate

Link to further content

Subhead

Link to lead researcher’s

page on The University of
Nottingham website
Other brand advocates
Understand your audience
Online usage and the impact of devices
The journey so far…

Image from www.drapersonline.com

New ways to market

Image from www.davidrodgers.biz

The conversation in context
Social media explained

Image from themetapicture.com

Mobile rules…
Global opportunities
Lessons learned and
strategy development
Customer first
The essentials
• Don’t simply broadcast
• Create shareable content
• Start a conversation
• Provide value – content that is
entertaining or useful
• Listen > Analyse > Engage
• Monitor and respond to feedback
• Authenticity – get your students involved
Content marketing, content strategy
So which channels?
The right tools for the job
Top line uses
Strategy first
Useful tips
Governance
and training
Listen, engage, analyse
Multiple uses and careful targeting
A key strategy for reach and
leverage is to re-purpose and refocus
content across a wide range
of channels.

Monitor channel development and

growth and go where your audiences
are — you can’t be everywhere.

How the world uses Twitter 2014-15 Hubspot

Online context – a few stats

How the world uses Twitter 2014-15 Hubspot

Online context – a few stats

How the world uses Twitter 2014-15 Hubspot

Online context – a few stats

How the world uses Twitter 2014-15 Hubspot

Online context – a few stats

How the world uses Twitter 2014-15 Hubspot

The problem
• A dip in the proportion of conditional
firm applications and in international
numbers.

• Gaps in some subject areas.

• University focus on ABB – Quality.

• Serious competition at a crunch point

in the cycle.

• A limited budget.
Aims and objectives

• Achieve cut-through without a large budget

on the busiest day of the University
recruitment year.

• Hit stretch targets for ABB+ students.

• Pilot a new University wide approach

to digital/social and secure senior level buy-in.

• Build profile and feed next year’s recruitment

cycle via content creation.
The campaign
• Designed to raise Loughborough’s profile
at a busy period.
• Drive traffic to the website.
• Increase calls to our Clearing hotline.
• Encourage students to spread the
word and generate an online buzz
and excitement.
• Involved people across the University
and others beyond campus.
Clearing 2014
Social media campaign
Social media campaign
• Clever social media campaign from @lborouniversity
for the A-level results day… check out #IAMIN
(Presenter/Producer, ITV News Central)

• @EmmaJ70 it’s the stand out results day comms

activity I’ve seen. Nice work!
(Pamela Agar, Head of Digital and Creative Media, Imperial College)

• This selfie campaign really took off @LoughboroughSU:

Great to have @NickyMorgan01 visit #WEAREHERE
(Phil Baty, Editor of the World University Rankings, Times Higher Education)
Results
• During Clearing, we had 51,000 unique
external visits to the website and a total of
70,000 page views.

• 470k plus impressions on Twitter on

Thursday 14th alone.

• Unexpected and massive engagement across

existing staff and student base as well as with
new students.

• Spin-out campaigns for Freshers and beyond.

Results
Additional outcomes

• Nicky Morgan MP and Secretary of State

for Education supported the campaign.

• The campaign was adopted in the

Finance Office and others across campus.

• Even staff pets got in on the action!

Additional outcomes
• #IAMHERE #WEAREHERE
Taking up a level during Fresher’s Week.

• Giant frames and more mini frames allowed

people to really feel like they were part of the
Loughborough community.

• Staff, Students’ Union, guests, the student

body and even celebrities got involved!

• Welcome events were arranged with the

Students’ Union and hall reps.
Additional outcomes

• Intended to engage students but staff

wanted to be pictured in our giant frames.

• Hashtag adapted with bolt-ons such as

#WEAREHERE TO HELP.

• Partnership between the University

and Students’ Union.
What next?
 The highest number of Clearing acceptances ever

 The highest number of first-time Clearing applicants gaining a place

(applying after June)

 Acceptances of EU students up 15%

 Universities accepting more of their firm and insurance applicants than ever before

 Decline in using Adjustment

• “UCAS research found 42% of placed students in Clearing only contacted one
institution, so being front of mind is critical.”
• “Growth at the top (high tariff institutions) was up 6%, while low tariff institutions
averaged just 1% growth.”
Clearing statistics

www.ucas.com
Clearing campaigns – Newcastle
Weekly Clearing emails

Interactive video content: Using a

Contact Centre, plus complete
Clearing Playlist.

Live Clearing webinar

Twitter advertising and prolific

social media content #Ticket2NCL

Buzzfeed style lists

Clearing campaigns – Nottingham
Student led advice

Heavy social media

activity: twitter
(live Q&A event),
thunderclap, vine

Emotional Engagement /
Destiny. Also seen from
Leicester
Clearing campaigns – Sheffield

Social media activity:

no clearing specific hashtag
Clearing campaigns –
Birmingham/Exeter/Leeds

Not campaign-led
Conventional, sign-posted information
Clearing campaigns – Reading

Early Clearing

Reading: a sneak preview of subject areas

(not specific courses)

Leeds: posted vacancies on 12th Aug

Clearing campaigns – Leeds Beckett

Interactive web content / personalisation

- UCAS points calculator
- Live chat
- Sense of place and location:
Find Your Beckett U, Student Guide to Leeds
(interactive map)
Clearing campaigns – Bradford

Theme: ‘be prepared’, ‘get ahead’

Pro-active engagement:
Event: ‘at a time that suits’
Live chat, call backs, top tips infographic
Student helpline advisers profiles
Lego video…
The more unusual…
The more unusual…

University of Hull
pop up campus
Phone and online
Social media and engagement

www.picklejarcommunications.com
A very different approach
Clearing isn’t always a happy place
Strategy development
A Strategic Framework
A Seven Step Process
Creating engaging content
A Seven Step Process
Creating content – your thoughts
Images rule?
A Seven Step Process
Quick quiz – digital channels
Using social
A Seven Step Process
media to support
digital marketing campaigns
Using social
A Seven Step Process
media to support digital marketing
campaigns
A Seven Step Process
Quick quiz – low cost ideas
A Seven Step Process
All about analytics
SEO 101
A Seven Step Process
Evaluation and closing remarks
Thanks for listening
A Seven Step Process