Parallel Approach to Recruitment & Marketing in China · Targeted B2B marketing campaign: USD...
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Parallel Approach to Recruitment & Marketing in China Cecilia Fan Publisher & Managing Consultant China Higher Ed (CHE) [email protected]
Transcript of Parallel Approach to Recruitment & Marketing in China · Targeted B2B marketing campaign: USD...
Parallel Approach to Recruitment & Marketing
in China
Cecilia FanPublisher & Managing Consultant
China Higher Ed (CHE)
Agenda
Recruitment in China Students’ Decisions Recruiting channels
Marketing B2C & B2B Media Environment Social Media Influencers & Decision-makers
Case Study & Exercise
Recruiting from China
Direct Online Offline
Agents Giant Optus Craftsman
Partnerships Joint Programs & Institute/Credit Transfer Foundation Programs
Student Decision-Making Process
Accessibility
Credibility
MEDIA
Agents
Trusted Sources
Overseas Education Providers
Local Education Service Providers
Decision-Making Process
When (K-12, UG, PG)? Where? What? Who is making the decision ? Students or parents
- Geographical differences 1st vs. 2nd/3rd tier cities Coast vs. Inland South vs. North
- Family atmosphere- Personality
Influence Local education provider(s) Individual
Influencers & Decision Makers
Media Students
Parents
Chinese Institutions
Acquaintances
2nd Degree Trust Sources
Agents
Local Edu Service Providers
Process (B2B & B2C)
Awareness Consideration Preference Action
Marketing & Communication Attraction Engagement
Convenience & Incentives
Agents
Online
StudioDIY
DirectRecruitment
Recruitment Channels
Education Service Providers
K-12
Language
Summer Schools
After SchoolPrograms
Subsidized Curriculum
Pathways
Language Training Providers
Slide 10
B2C Media Environment
Government vs. Private
Traditional vs. Digital
Research Behaviour
Informal Channels
Channels Reaching Your Target
Slide 11
Social Media
Social Media
TOTAL POPULATION
INTERNET USERS
ACTIVE SOCIAL MEDIA USERS
UNIQUE MOBILE USERS
ACTIVE MOBILESOCIAL USERS
1,412MILLION
751MILLION
911MILLION
1,119MILLION
911MILLION
URBANISATION
58%PENETRATION
53%PENETRATION
65%PENETRATION
79%PENETRATION
65%
B2C Marketing – Social Media
No proven evidence of success in recruitment, alone
Quantity vs. quality Accessible | Interactive|Forwardable Long-term Online vs. offline Measuring ROI
Building Minimum Online Visibility Standard start-up package vs. minimum Discover your core value / developing your
USP Capture the good time Utilize existing channels and infrastructure Use offline opportunity to reinforce online
impact
B2C Marketing – Online
Slide 15
B2B Approach
Information Source(s)
Finding the customer vs. guiding the
customer
Events Opinion Leaders
Specific Channels to your Target(s)
Returnees500,000
Students(High School | HE) 28m | 27m (both reduced)
Universities2,000
High Schools 50,000
23 Provinces5 Regions 4 Cities
Study Abroad600,000
Size of the Market
Lock in Your Targets
550,000
24,000,000
Students enrolled in Chinese tertiary courses
Students enrolled in joint programs in China
Universities50 vs. 2,000
High Schools 1,000 vs. 50,000
Case Study: Short-term Study Programs
Agents: not super interested Need to directly reach schools/universities Identify suitable platform (Awareness) B2B email/mailing campaign (Awareness) Design scholarship (Attraction) Follow up (Engagement) Logistic Support/Conversion (Convenience/
Incentive)
Collaborative Success
Victoria University
University of Technology
Sydney
Nottingham University
Chinese Partner University Liaoning University
Shanghai University N/A
Type of Partnership Joint Institute Joint Institute University
First Year of Student Intake 2000 1994 2006
Cohort in China 1,200 3,000 5,600 (⅓ UG)
No. of Students Attending Overseas University Campus
(Each Year)250 – 300 > 450 > 300
Exercise: Budgeting
A) Banner ads on major education media channels: USD 5,000B) Advertising through high-school student magazine: USD 8,000C) Basic media start-up package: USD 5,000D) Sponsoring an Alumni event: USD 2,500E) Targeted B2B marketing campaign: USD 2,500F) Branding through 30 local media channels: USD 5,000G) Online recruitment campaign: USD 3,500H) Large scale recruitment fair (per city): USD 3,000I) High-school recruitment tour (6 schools): USD 5,000J) Speaking at/Sponsoring local education conference: USD 5,000K) Freelance student managing WeChat account (yrly): USD 6,000L) Part-time social media manager: (ylty) USD 8,000M) Marketing sub-contractor (yrly): USD 30,000
Pros & Cons (Marketing Options)
Global PR Firm Local PR Firm
Recruitment Agent
Education Consultancy
Self-Implementation
Ad Hoc Contractor
Ripple Effect
Ripple Effect II
Conclusion
Clear & Realistic Objective(s) Evaluate Resources (internal & external) Understand Competitions Define Core Competencies Choose Suitable (level) Playing Field Build Matrix Structure Learn Through Action
CHE’s News Bulletin
CHE’s ChinaEduConnect
What Does CHE Do?In
form
atio
n
Even
ts
Serv
ices
Free Newsletter
Tailored Reports
Due Diligence
Benchmarking Data
PD Training
Recruitment Events
Careers Fair
Online/Offline
B2B / B2C Marketing & Sales
HR Services
Operational Support
Alumni & Career Support
