Presented by Ross Holmes, Director - Online Products, ICEF

Marketing to Millennials: Best Practices for Student Recruitment Online

We’ll Talk About1 Who are Millennials

2

3

4

Millennial traits

What that means for business

Tools for better student recruitment online

Lead nurturing

5

1• Born between 1980 and 2000

• Digital natives

• Social and connected

• Diverse

• Influential

Who are Millennials?

“When we develop something at The Ritz-Carlton for our Millennial guests, our customers in other

demographics want it as well – almost before we’re done rolling it out for the millennials.”

- Herve Humler, President, Ritz-Carlton Hotels

1Who are Millennials?

2Millennial Traits: Impatient

70% self-identify as impatient

71% most important for a brand to

value the customer’s time

52% will abandon online purchases if

can’t find a quick answer

2Millennial Traits: Independent

• 70% expect a company website to include self service tools, such as a price calculator

• Embrace crowd-sourcing

• Brand ambassadors

2Millennial Traits: Get Personal

• Once a student makes contact, be personal

• Use your experience and data

• Be authentic

• Reply to online reviews

2Millennial Traits: Rebels with a Cause

• Engage in values-based buying

• 52% of 16-24s would describe themselves as a Global Citizen

• 39% of US Millennials said that they post reviews of brands or products

“Your brand is no longer what you tell consumers

it is, it's what consumers tell each

other that it is.”

– Scott D. Cook - Director, eBay

2Millennial Traits: Marketing Resistant

2Millennial Traits: Marketing Resistant

• 84% don’t trust traditional advertising

• 475 times more likely to die in a plane crash than click on a display ad

• 81% of 16-24s relate to brand campaigns more if they use ‘real’ people instead of celebrities or models

2Millennial Traits: Everywhere

• Multiple devices

• Early adopters

• Non-linear customer journey

3• Be transparent

• Show reviews

• Work closely with your students

• Key info easy to find and understand

• Work on all devices

• Nurture your leads

What does it mean for your business?

4Lead Nurturing

4Lead Nurturing

4Lead Nurturing

4Lead Nurturing: Email Marketing

Step 1 Campaign

Step 2 Landing page

or form

Step 3Thank you

page

Step 4Thank you

email

Step 5Personal

email or call

Step 6Automated emails until they convert

5• Web analytics: eg. Google Analytics

• CRM: eg. Hub Spot, Salesforce

• Marketing automation: eg. Act-On, Mailchimp

• Social Media management: eg. Hootsuite

• Integration

Tools: Student Recruitment Online

5• Independent

• Mobile first

• No subscription

• Geo-Targeted reviews

• Student reviews linked to social media

Tools: CourseFinders

5• Show your student reviews everywhere

• Automatically updates

• Geo-targeted

• Helps you get reviews

CourseFinders Review Tool

5• Mobile first - students tap their way to

an instant quote

• Accurate - and working for hundreds of schools

• Fast - menu driven and no data input

• Fully itemised - so students know exactly what the costs are

• Easily installed - wherever you want it.

Tools: CoursePricer

CourseFinders - Pay-as-you-go; min. €300

CourseFinders Review Tool - FREE

CoursePricer - €480 per year / €40 per month

ICEF Digital - Web design, UX audit, agent portals

How Can We Help?

Presented by Ross Holmes, ICEFrholmes@icef.com

Questions? Thank You