Promoting EuropeanHigher Education

Mark Rogerson

Brussels, 24th & 25th January, 2008

Santander Group Liaison Officers’ MeetingTarragona, 10th October 2008

Global Promotion Project

• Higher Education a growing market

• Need to change perceptions of European Higher Education

• A common approach in a global market

Global Promotion Project

• Rising number of internationally mobile students- 1.8 million in 2001, 2.5 million in 2004. 7.2 million in 2025

• Research shows potential for Europe to increase its market (EURODATA)

• Need to boost interaction between European universities and partners in rest of world

A GROWING MARKET

Global Promotion Project

• “Perceptions of European HE in Third Countries” Study

• Europe in general is too little-known as a study destination among third-country students

• Too “traditional”

• US is widely regarded as offering the “best quality” education, although Europe also scores highly

PERCEPTIONS OF EUROPEAN HE

Global Promotion Project

Asian students ranked the US above Europe in:

• Quality of facilities • Quality of education • Most “prestigious” universities • Reputation of degrees • Chances of getting a job and staying on after

graduation • Work opportunities during studies

PERCEPTIONS OF EUROPEAN HE

Global Promotion Project

Key strengths of European HE

• Quality of education

• Traditional and innovative

• Internationally compatible degrees (Bologna)

PERCEPTIONS OF EUROPEAN HE

Global Promotion Project

• Creation of a clear European identity

• Build upon perceived strengths and correct misperceptions

• European “umbrella” brand, based on elements common to all European countries but allowing for tailor-made campaigns

A COMMON APPROACH

Global Promotion Project

NOT

• Duplicating national promotion efforts (“Study in Europe” is a “window” onto European HE)

• Promoting individual HEIs or courses

A COMMON APPROACH

Global Promotion Project

• European “brand” and website• Innovative services for international study• Improve HE marketing techniques in

Europe• Events to promote European HE• Media campaign and information materials

FIVE KEY ELEMENTS

Global Promotion Project

• Overall objectives: make European HE more easily accessible, raise profile and visibility across the world; contribute to European competitiveness and promotion of international understanding.

• Specific objectives: improved information on advantaged of studying in Europe; enhanced capacity of European HE to promote itself .

GPP - OBJECTIVES

Communicationstool-kit

• An on-line manual• Designed to give guidance and instruction

on how to communicate • Tools for hands-on use and advice on

communications and marketing best-practice

• Intended as a source of information on technique, and not on policy

Tool-kit contents

• Effective marketing and branding techniques

• Guidance on the use of the logo • Developing a promotional campaign• Making best use of HE Fairs

Tool-kit contents

Effective marketing and branding techniques

Marketing techniques

• The seven P’s

Marketing techniques

• Product• Price• Promotion• Place• Presentation• Positioning• People

Marketing techniques

• Product

Marketing techniques

• ProductEducation is not a manufactured product, like soap-powder. But it is a service chosen in a market-place by consumers (= students) who are making informed choices.

Marketing techniques

• Price

Marketing techniques

• PriceIf you charge fees to overseas students, be open to the possibility that your current pricing structure is not ideal for the current market.

Marketing techniques

• Promotion

Marketing techniques

• PromotionWhatever method of marketing and sales you're using today will, sooner or later, stop working.

Marketing techniques

• Place

Marketing techniques

• PlaceDevelop the habit of reviewing and reflecting on the location where the potential student first encounters your institution.

Marketing techniques

• Presentation

Marketing techniques

• PresentationPeople form their first impression about you within the first 30 seconds. Small improvements in the presentation can lead to completely different reactions.

Marketing techniques

• Positioning

Marketing techniques

• PositioningIf you could create the ideal impression in the minds of potential students, what would it be? What changes do you need to make in order to be seen as their best choice?

Marketing techniques

• People

Marketing techniques

• PeopleYour ability to select, recruit, hire and retain the proper people, with the skills and abilities to do the job you need to have done, is more important than everything else.

Tool-kit contents

• Q & A • Advice on participating in HE fairs• Key messages on EHE for students,

academic institutions, parents and the general public

Tool-kit contents

• Guidelines on using Agents• How to build a database of contacts• Guidance on handling the press and media• Press releases• Key contact points• Using the Internet

Tool-kit contents

• Using the Internet– The Internet audience– Writing for the web– Advertising on the web– Blogging and PR– Social networking sites

Global promotion project

www.study-in-europe.org

ec.europa.eu/education/programmes/mundus/doc/toolkit_en.pdf