Transcript Edinburgh Napier University corporate presentation builder

international student recruitment
and business marketing
Presentation Summary
•Introduction to Edinburgh Napier
•Marketing:
–International student recruitment
–Businesses
–Partnership
–“Business tailor”
– Marketing “System”
•Summary
Scotland
Edinburgh Napier University
About us
We are a leading modern university committed to the highest standards of excellence in
teaching, learning, research and knowledge transfer.
Our purpose is to develop in individuals, organisations and communities the skills and
knowledge which will enable them to succeed.
We are focused on providing education and undertaking research which is directly
relevant to enabling graduate employability and to supporting sustainable economic
growth in Scotland and beyond.
Facts & Figures*
• Established 1964
• Nearly 18,000 students from 115 countries
• 93.6%** of undergraduate students in jobs/further study six
months after graduating
• 97% of postgraduate students are in work or further study
within six months of graduation (DLHE 2010)
• 29% overseas students
• Three faculties and eight schools
• Three main campuses in Edinburgh
• Nine Institutes of Research & Innovation
* 2009/10 **HESA 2010/11
Some of our famous Honorary Graduates
Faculties
• Faculty of Health, Life & Social Science
• Faculty of Engineering, Computing & Creative Industries
• The Business School
University management structure
Principal & Vice Chancellor
Vice Principal
(Strategy, Resources
& External Relations)
University
Secretary
Office University
Secretary
Director
of Property
& Facilities
Services
Director
of Information
Services
Director
of Finance, Planning &
Commercial Services
Director of Human
Resources &
Development
Vice Principal
(Academic)
Director of
International
Development &
External Affairs
Academic,
Strategy &
Practice Lead
VP
(Academic)
Office
Director
of Student
& Academic Services
Research,
Strategy &
Practice Lead
Dean
Faculty of Engineering,
Computing & Creative
Industries
Dean
Faculty of Life &
Social Sciences
Assistant
Dean
Head
School of Nursing, Midwifery &
Social Care
Assistant
Dean
Assistant
Dean
Assistant
Dean
Assistant
Dean
Head
School of Life, Sport &
Social Sciences
Head
School of Engineering &
the Built Environment
Head
School of Arts &
Creative Industries
Head
School of Accounting, Financial
Services & Law
May 2012
Assistant
Dean
Dean
Business School
Head
School of
Computing
Head
School of Management
Head
School of Marketing
Tourism & Languages
Marketing to international students
International
• Offices in Hyderabad, Beijing, Shandong & Singapore
• Active in Hong Kong for over 20 years
• New developments & business links in Singapore
• 18 international institutional partners
◦ Overseas delivery
◦ Dual site delivery
◦ Research collaboration
• 67,000 active alumni in 126 countries including US,
China & India
India
Edinburgh Napier in India
• Permanent India Office in Hyderabad since 2009
• Over 300 students currently studying Edinburgh Napier
degrees in Delhi, Kolkata and Delhi with Institute of
Advanced Management
• Scottish Centre for Tagore Studies opened in Edinburgh
Napier in 2012 to promote Indian culture, philosophy, art
and literature through the work of Rabindranath Tagore
• 2 x £5,000 Tagore Scholarships for outstanding Creative
Arts students looking to start in September 2013
• 5 x £2,000 PS Foundation scholarships donated by Vin
Murria to support students in Business, Computing &
Engineering who meet with financial difficulty
Costs of Study
• Postgraduate fees range from £10,520 - £13,330 (925,000 INR
– 1,170,000 INR)
• Undergraduate fees are approximately £10,080 (885,000 INR)
• Edinburgh Napier provide 25 Indian Postgraduate Scholarships
of £2,000 per year for the best qualified students
• Living costs are estimated at £600-800 per month – including
£300-400 for accommodation costs
Application & Immigration
Process
• Undergraduate applications must come through www.ucas.com
and Postgraduate through www.courses.napier.ac.uk
• Application can be turned around in 5 working days
• On receiving an offer you would be expected to pay £3,500
before we are able to issue a CAS (student visa sponsorship)
letter
• UK Border Agency will then use bank statements to assess
whether you have the access to outstanding fee plus living
costs for your duration of study (based on £800 per month)
Marketing to businesses
Business entry points
• Leadership & Management Practice
• Employment Research
• Science & Health Innovation
• Creative Industries
• Informatics & Digital Innovation
• Product Design & Manufacture
• Sustainable Construction
• Forest Products Research
• Transport Research
What Napier has to market
• World leading research in specialist areas
which has a direct and immediate economic impact
• Bespoke multi-disciplinary services in:
– Contract Research
– Consultancy
– Knowledge Transfer
– Continuing Professional Development
Achievements
• Patented a process to develop Biofuel from Whisky
waste products – Celtic Renewables Ltd
• Digital security software – Inquisitive Systems Ltd
• Queens Anniversary Prize
• Queens Anniversary Prize
Marketing Strategy: “Business Tailor”
• An ‘umbrella’ brand and strategy for multiple organisations
• 9 Partners as a Single ‘gateway’ to university and college expertise;
• Providing a straightforward entry point for businesses
• Approach:
– Establish strategic aims
– Establish target audience (e.g. key business sectors, referral organisations, internal staff)
– Review the current market place (SWOT analysis)
– Create list of key objectives and messages to customers – students or businesses
– Consider systems integration (e.g. website to integrate with CRM system)
– Create list of key requirements for marketing materials e.g. logo, website, copy, suite of
photography, templates etc.
• Invitation to tender for brand creation & for social media strategy
9 partners !
BIE
Single Brand & Portal
CRM System
• ENU use of Salesforce includes:
– Logging and tracking interactions with business clients and academic staff
– Generate data for reports
• (e.g. investment in R&D, new products, jobs created – impact on the
economy)
– Communication across the disparate partners via Chatter
– Marketing campaign management
– Business Tailor enquiry form linked to Salesforce system
Typical CRM report
Performance Indicator Profile
SEEKIT OUTPUTS – to end of October 2012
No. of events held.
No. of SMEs attending events.
No. of SMEs helped with advice/information (<1 day)
No. of SMEs assisted (1 - 5 days)
No. of SMEs assisted with High Level support > 5 days)
No. of SMEs undertaking Innovation/ RTD Projects
No. of new patents issued/IPR registrations made.
No. of new licensing deals between SMEs and Science Base.
No. of new links between SMEs and Science Base.
No. of SMEs receiving support for energy savings and efficiency
No of renewable energy projects supported
Leads Referred to Interface
RESULTS
Increased investment in external knowledge/Innovation/RTD by SMEs (£)
No. of products, processes or services significantly improved
New ones introduced
No. of SMEs with reduced costs per unit output
No. of new spin-outs/SMEs formed
OTHER
SMART/R&D General Awards
Other Funding Apps (e.g. KTP)
Market Assessments carried out
IMPACTS
Increase in turnover in assisted businesses
(£)
Total no. of gross new jobs.
Total no. of gross jobs safeguarded.
Total
Target
Achieved
%age Target
Delivered
Year 1
7
140
120
74
30
25
2
7
66
15
4
Year 2
7
140
180
111
45
38
4
10
66
30
6
Year 3
7
140
295
187
74
61
6
18
68
30
9
21
420
595
372
149
124
12
35
200
75
19
6
45
369
147
61
120
1
1
132
2
2
29%
11%
62%
40%
41%
97%
8%
3%
66%
3%
11%
40
60
100
200
0
-
2,287,591
12
6
6
1
3,431,387
18
10
9
2
5,718,977
31
16
14
4
11,437,955
61
32
29
7
1,940,883
21
8
2
2
17%
34%
25%
7%
29%
5
20
5
8
30
8
10
51
10
23
101
23
1
76
0
4%
75%
-
1,233,214
16
16
1,849,822
24
24
3,083,036
40
41
6,166,072
80
81
1,016,000
8
12
16%
10%
15%
+
=
Marketing System
CRM System
Summary
•Introduction to Edinburgh Napier
•Marketing style and messaging depends on purpose:
International Students
Businesses
Profile Esteem
Profile Esteem
Cost
Costs
Visa
Service standards – make life easy
Living experience – “Edinburgh”
“Why work with us”
Support
Support – Innovation fund
Long term benefits - employability
Impact through Innovation
Testimonials
Testimonials