Transcript AT No child left behind studiereis New York en

Higher Education Marketing: International
trends and tools –Part 2
Moscow 10-11 December 2012
Rene de la Fonteijne MA, Exhem, Maastricht
University
Branding
• The process involved in creating a unique name and
image for a product in the consumers’ mind, mainly
through advertising campaigns with a consistent
theme.
• Branding aims to establish a significant and
differentiated presence in the market that attracts
and retains loyal customers.
What is branding?
• Branding
• Marketing
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Asking attention
Sending a message
Longer period, constantly
Feeling, emotion
Whole world
Perceived (extra) quality
Asking attention
Advertizing your products
One or several transactions
Product
Selected customer
Quality
Branding is about feeling
.
Branding is about distinguishing
.
Why is this important for student marketing?
The process involved in creating a
unique name and image for a product
in the consumers’ mind, mainly through
advertising campaigns with a consistent
theme.
Branding aims to establish a significant
and differentiated presence in the
market that attracts and retains loyal
customers.
A group or a lifestyle you would want to be identified with
•
.
Marketing
becomes easier
Marketing becomes less expensive
Who would be responsible for branding at your university?
The Rector
Disadvantages of branding
-Can take a very long time
-Work is never done
-Damage can have disastrous effects
Rijksuni
versiteit
Limburg
FOLLOW UP: AS WE PREDICTED, THEY CHANGED COKE AGAIN
FOLLOW UP: AS WE PREDICTED, THEY CHANGED COKE AGAIN
The Uncoveror announced last year that The Coca-Cola Company was
going to change the formula for their flagship beverage. In January, they
rolled out a new look. While the company insists that nothing but the
packaging has changed, a growing number of people are complaining
that it just does not taste good any more.
Some have speculated that Coca-Cola has stopped using cane sugar to
cut costs, substituting cheaper high fructose corn syrup, and a public
outcry will make them switch back. It is worse than that. A key ingredient
in the secret formula for "the real thing" can no longer be obtained at any
price: Saskra root. While the product now hitting the shelves may not be
the 1985 formula for "new" Coke, something has changed, and they are
not being forthright about it. Whether they will openly admit what they
have done, or continue to say that people who complain are just
imagining things remains to be seen. Here is The Uncoveror's original
exclusive from 2002.
COCA-COLA COMPANY TO RE-INTRODUCE "NEW COKE"
On April 23 1985, Coca-Cola introduced, "New Coke," a sweeter, more
Pepsi-like version of the original. People were outraged. Although
marketing research had indicated that the new formula was preferred in
taste-tests by a striking margin, they had killed an American Icon. To
many, it was as if someone had killed off baseball, hot dogs, apple pie,
or Chevrolet. People were outraged, and avoided the new product in
droves. Coca-Cola classic was rushed back into the market as a result
of the backlash. "New Coke" is about to be re-introduced, replacing
classic, whether people like it or not. This time, they have no choice.
In the end the public becomes the owner of your
brand
Branding exercise
Branding elements
-Describing
-Identififying
-Truth
-Appealing
-Mission statement
-Tradition
-Quality
-Knowledge
-Experience
-Meeting people
-Career
-Prestigeous
-Uniqueness
Implementing branding
-Internally & Externally
-Redefining your own niche
-Plan it along other major projects
-Leadership
-Specialists
Key information print
-What should it look like
-What should be in it
-Differentiation
-Phasing
-Weight & costs
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Printing
Costs - ?
Quality?
Printing inventory for
strategic plan
Marketing materials
-Printing
-Website
-Information packages
-Not only for students
-Welcome packages
-Gadgets
Strategy
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-National marketing
- Open Days
- Information days secondary education
- Lectures and networking for business
Strategy
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-International marketing
- General – Open to the world
- Target countries
Strategy
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- 14 countries
- Country teams
Strategy – Country teams
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-Members of all sections and departments
-Wide variety of activities
- Spread over one year
Funding Strategy – Existing projects
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-General costs central administration
-- Decentral costs for faculties
Targeting – Targeting countries
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1- Europe
2- Marketing in a broad way
3- Logistics and marketing tools by central offices
4- Content and operational activities
Marketing channels and agents
Recruiters,
- Partnerships
- Fairs
-Open days
-Advertizements
-Other publicity
-Employers, embassies, international Russian companies
-Alumni, students, exchange students ‘ambassadors’
Website exercise
- Group task
Score the websites of the universities on the form
- Individual task
- Comment on one external website
- Comment on yor own website
Measuring success
Recruitment, admissions and internationalization: the next
steps :
Start Task force 2006
Progress report 2007
Progress report 2010
Yearly monitoring reports
Assessment of strategy 2012
Strategy UM 2005 – Agreement with faculties
•
.
-operate together (all faculty with central office)
-concentrate on target countries
-funding: first years central (K€ 200 – K€ 315 – K€ 315), after
that no more central funding
-evaluation success after two years, before that monitoring
-back office = central; selecting + content-related marketing =
decentral.
Strategy UM 2005 – measuring 1
-targets & results
T 05 T 05 R 05
B
Ma
B
Law
Bus
s
Med
R
05
Ma
T 06 T 06
B
Ma
Strategy UM 2005 – measuring 2
-targets & results - Conversion model
Interest
B
05
%
admiss
ions B
05
1500
400
20%
10%
Belgium 750
Germany 4000
60%
70%
China
India
Interest
Master
05
Strategy UM 2005 – measuring 1
-targets & results
T 05 T 05 R 05
B
Ma
B
Law
Bus
s
Med
R
05
Ma
T 06 T 06
B
Ma
Strategy UM 2005 – measuring 1
-targets & results
T 05 T 05 R 05
B
Ma
B
Law
Bus
s
Med
R
05
Ma
T 06 T 06
B
Ma
Strategy UM 2005 – measuring 2
Quality of the results (analysis of the results)
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Did our efforts raise any interests?
- To what extent did interest lead to admissions?
- Were the costs in line with the effort and the results?
Strategy UM 2005 – measuring 3
Evaluating work methods
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Media and communication Mix
- Organisation of recruiting
- Relation management
Findings
- Funds were fragmented
- No real knowledge of target countries (stakeholders,
processes)
- No good relation between strategy and evaluation
(list of activities, reporting)
Findings -details
- Very good in attracting attention, fresh image,
professional marketing (Germany)
- But limited follow-up (no details about different student
programmes), no small scale activities (secondary
schools), insufficient cooperation with back office.
- No ideas of possible obstacles for students
Measures taken – More personal & interactive website
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-’More information….?’
-Not
only email
Hello, we are Tatyana & Peter, and we..
Phone (back) on the website
Skype
Chat functions
Mix recruiters with staff and
trained students
Academic Staff for Master programs
Chat buddies for explaining daily
routines and experiences
Proposal Budget Task Force 2013
General Staff Support
NL Addtional activities on top
.
UK • Including
support staff
Europe (12 countries)
Asia (China, India)
Buddy Including staff and students
E-recruitment
Employability
Dean 0,2
Agents
Orientation Brazil Market orientation
Orientation Russia Market orientation
TOTAL
2013 2012
95
60
70
70
70
65
125
184
85
86
70
75
25
0
25
0
35
35
0
25
25
0
25
0
600 600
wrap-up
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– Key challenges for strategic plan
– Three next steps everyone will take when they return home
– Feedback
Outcome wrap-up
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Marketing + Branding
Internal and external
Targeting – USP’s - Positioning
Next question
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What are you going to do to keep them once they
have come to you
Thank you for your co-operation and lots of success
[email protected]
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