Marketing Using the Story Effectively to Market the Study Abroad Experience.
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Marketing Using the Story Effectively to Market the Study Abroad Experience
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Transcript of Marketing Using the Story Effectively to Market the Study Abroad Experience.
MarketingUsing the Story Effectively to
Market the Study Abroad Experience
What is MarketingO A way of thinking, a frame of mindO A business philosophyO Thinking from the customer’s point
of viewO To serve the needs and wants of the
customerO To meet or exceed their expectations
Putting your customers first
The marketing conceptO This term is used to describe both
the philosophy of marketing orientation and the practical aspects of marketing
O It refers to the approach you take in running your business – and yes, Study Abroad is a business
Elements of marketing
O Staff training
O Maintenance and upkeep
O Systems and policies
It can also be small things like keeping in touch with students who are
abroad
Benefits of MarketingO Profitability is the key outcomeO What is profitability?O A Win Win situation for you, students
both incoming and outgoing, and your University (perhaps we should also include parents)Revenue is what we usually think of in terms of profitability, but time, frustration and professionalism can also be part of the term
Other benefitsO A better understanding of your customersO More effective use of your marketing budgetO A greater ability to choose the most
effective advertising, distribution methods & channels
O More effective use of your human resourcesO Increased awareness of market trends &
opportunities, & an increased ability to capitalize on them
Unusual characteristicsO Intangible experience – ‘Buy’ without seeing O The experience cannot be stored
O The demand can frequently change
O The components are not provided by us – we work with intermediaries and partners
Unusual Characteristics (Cont’d)
O We work with students who make decisions based on a complex mix of motivations
O Customers have little or no loyalty to the product
O Studying abroad can be vulnerable to unpredictable and uncontrollable outside events
Marketing Mix
Product
Price
Place
Promotion
The 4 P’sO Product – the mixture of benefits that they
think that they will receive
O Price – what is perceived as value for money
O Place – where they buy the experience – your
office!
O Promotion – the range of activities by which
you make students aware of your product
Product
Partnership
Programming
Price
PeoplePlace
Promotion
Positioning
Packaging
The other 5O Partnership – working together to present
a complementary service or productO People – the people who work in your
office, or your study abroad partner’s office
O Packaging – making it easy to buy and sell as it is a one price offer
O Positioning – your nicheO Programming – your special events and
information sessions organized to promote study abroad
Developing a Marketing Plan
O 1. Where are you now?
O 2. Where would you like to be?
O 3. What will you do to get there?
O 4. How will you make sure that it gets
there?
O 5. How will you know when you have
arrived?
Workshop
Product Partnership Packaging
Good customer service.
Communication is key! a good working
relationship.
Exchange package - making it simpler for the student and the
parents! - single price/single purchase.
You are selling the "experience".
Give your partners text/images to use on their website to ensure consistency in the promotion of
your institution
The students orientation - First
impression!
Nice clean campus & accommodation.
Provide a pre - departure Webinar?
A goody box in their student
accommodation.
Location.
"In-house" partnerships
Pre-arrival on-line "pack“.
Language. Orientation pack.Modules available.
Cost - sensitive
Brainstorming – Worksheet for Keele University
Programming Price Positioning
Day trips for Internationals
Students.
Important consideration, students must
consider
World Festival.
employability & salary.
USP - Unique Selling Point- What is your
niche? - sell to everyone or a select
group.Thanksgiving
dinner.Price at "home" – S Africa/Malaysia.
Mentors
Receives what the student regards as value for money.
Keele Distinctive Curriculum.
Student Societies.
What is the competition –
charging? Tuition/Accommodati
on. RankingsPhoto
competition. Site visits. Student Union
ranking.
"Freshers’ week" Internationalisation
ranking.
Orientation schedule.
Student Experience rankings.
Place Promotion PeopleWe "sell" Study
Abroad direct, as well as through our Partners.
Website - clear concise &
informative & up to date!
Peer Advisors - Help promote.
Macro -to the Micro Pinterest/Facebook
Academics (Subject Tutors)- important marketing asset.
"Not London". Study Abroad Fair.
Careers - Help students to evaluate
the exp."Not urban". Photo competition. Alumni
Beautiful, safe campus.
Marketing literature.
WP Team - Talk about Study Abroad when they visit schools.
Global Education Office. Word of mouth.
Open Day/Visit days - speak to prospective students & parents.
Peer Advisors. Parents. Conference & Fairs. Banners on emails. Open & Visit Days.
Adverts around your campus.
O Thank you for attending this workshop, our contact details:
O Elissa Williams – Global Education [email protected]
O Lisa Stoker – Global Education [email protected]
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