Qs Online Seminar Nafsa 08
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Attracting and engaging international candidatesAttracting and engaging international candidates
Online Marketing & Online Marketing & Candidate AdministrationCandidate Administration
NAFSA 2008 Annual ConferenceNAFSA 2008 Annual ConferenceNunzio Quacquarelli, Managing Director, QSNunzio Quacquarelli, Managing Director, QS28 May 200828 May 2008
AgendaAgenda
About QS
Engaging “Generation Y” Who are they? The marketing lifecycle Online marketing
Candidate Management Tools Introducing QS TopApply Case Study: Candidate Administration at Sciences Po Managing exchange programs Creating a CV book
Copyright © 2008 QS (www.qsnetwork.com)Copyright © 2008 QS (www.qsnetwork.com)
About QSAbout QS
Founded in 1990 More than 80 representatives worldwide
London, Paris, Alicante, Singapore, Beijing,Johannesburg, Sydney, Washington DC
Mission To enable motivated people around the world to
fulfill their potential, by fostering international mobility, educational achievement and career development
Main activities Primary research Leading-edge editorial & publications Developmental events Web solutions
33Copyright © 2008 QS Quacquarelli Symonds Limited (www.qsnetwork.com)Copyright © 2008 QS Quacquarelli Symonds Limited (www.qsnetwork.com)
QS events, publications & servicesQS events, publications & services
QS World Grad School Tour QS World MBA Tour QS Top Universities Guide QS TopMBA Career Guide QS APPLE QS Education Trust QS Intelligence Unit THE-QS World University Rankings
44
QS onlineQS online
QS web sites www.topuniversities.com www.topgradschool.com www.topmba.com www.topexeced.com www.global-workplace.com
QS online products TopMBA Careers TopMBA Scorecard TopApply Prospect Manager TopApply Application Manager TopApply Exchange Manager TopApply CV Manager
AgendaAgenda
About QS
Engaging “Generation Y” Who are they? The marketing lifecycle Online marketing
Candidate Management Tools Introducing QS TopApply Case Study: Candidate Administration at Sciences Po Managing exchange programs Creating a CV book
Who are “Generation Y”?Who are “Generation Y”?
Impatient Team players Hungry for feedback Don’t hold back Fearless of technology Seek stimulation Believe in themselves Sceptical
Who are “Generation Y”?Who are “Generation Y”?
97% own a computer 94% own a cell phone 76% use Instant Messaging. 15% of IM users are logged on 24 hours a day 34% use websites as primary source of news 28% own a blog and 44% read blogs 49% download music using file sharing 75% of US students have a Facebook account 60% own portable music or video device e.g. iPod
Source: Connecting to the Net.Generation: What Higher Education Professionals Need to Know About Today's College Students, Reynol Junco and Jeanna Mastrodicasa (2007)
Don’t forget their parents Don’t forget their parents
“Helicopter parents" are increasingly key influencers Millennials have a near-zero generation gap Parent-child co-purchase decisions are common Consider creating a parallel process to market to parents
International differencesInternational differences
Culture & etiquette Greetings Humour Punctuality Competitiveness
Local references Currency Language Different online media
e.g. search engines China: Baidu 62% Russia: Yandex 62%
International English?International English?
“International” meaning Possible confusion Example
delay period of lateness F: period of time a three week delay
qualified partial, conditional F: total a qualified success
quite very UK: not very he’s quite reliable
table put on the agenda US: take off agenda table a proposal
hear hear UK: disagree I hear what you say
Source: Mind Your Manners by John Mole, 1998
“Invaluable political and psychological profiles of each nationality” - Business Week
SegmentationSegmentation
Select and prioritise messages to fit market segment(s) Age group Nationality Education Qualifications Employment Family Finances Interests Expectations Aspirations
Defining the messageDefining the message
Proposition(s)
Differentiators and USPs Value and evidence Messages to attract.. support.. convert
REPUTATION CAREER PLACEMENT
PROGRAMMES SPECIALIZATION
RoI RANKINGS
COST FINANCIAL AID
LOCATION CAMPUS
DIVERSITY VALUES
INNOVATION STYLE
FACULTY ALUMNI
Campus sessions
Traditionaltools
Innovativetools
Institutional voice
Print media (Brochures, flyers, posters…)
Websites
Press ads
e-PR (online press)
Online ads(search advertising, banners…)
Blogs, Chats, Forums, Wikis, Podcasts…
Corporate blogs, chats, forums, podcasts…
PR(mags, newspapers…)
Fairs
Rankings, guides, (FT, QS, BW…)
Testimonies
Other sites
Media balanceMedia balance
Different voices
School site
Web tools (personal rankings, virtualisation…)
Online marketing objectivesOnline marketing objectives
Target Reach global market Focus on selected segments
Attract Tune messages Be responsive to applicants
Select Engage with selected candidates Improve conversion rates
Optimize Utilise staff expertise effectively Respond to market feedback
Online marketing mixOnline marketing mix
Web sites Search engines Banners Networking, Wikis, Blogs & Answers Videos and podcasts Virtual worlds, avatars and bots E-mail Online applications
Web siteWeb site
Design & navigation should reflect objectives and brand Landing page(s) should match visitor source & status Get visitors to return Get visitors to tell their friends
Search Engine OptimisationSearch Engine Optimisation
Search engines all work differently and change frequently Ensure site is search engine friendly – but avoid using tricks
Titles, headlines, content, meta tags, site maps Page titles should also attract human users: clear & provocative
Research keywords and phrases used by your prospects Include synonyms, plurals and misspellings
Keyword tools Wordtracker, Yahoo! Suggestion Tool, Google Tool
Links Number, reputation and popularity Industry hubs and directories Press releases and free articles or feeds Blogs, Forums and Social Networking
Paid advertisingPaid advertising
Relevant numbers are key
More than 1 million visitors expected in 2008 More than 2 million visitors expected in 2008
Banner advertising tipsBanner advertising tips
Identify and measure objectives Branding Traffic Conversion
Media plan Target market Related sites Sites with similar demographics
Design Clear message – 7 words or less Eye catching but not obtrusive Don’t overdo animation
Test
User generated contentUser generated content
Social networking Facebook, MySpace, Bebo
Professional profiles LinkedIn, Ecademy, Naymz
Bookmarking & voting Digg, Stumbleupon, Del.icio.us
Information, reviews & questions Wkipedia, Yahoo! answers
Blogging Blogger (Blogspot)
Rich media YouTube, Flickr, iTunes
Virtual Worlds SecondLife, The Sims Online
Networking sitesNetworking sites
MySpace 192 millionFacebook 41 millionBebo 34 millionLinkedIn 12 millionDoostang 250,000Ryze 250,000
Highly targeted and viral marketing possible “Beacons” visible within friends newsfeeds
BlogsBlogs
Prospective students Read and share opinions and expert advice Self-regulated; positive and negative comments
Opportunities for schools include: Allow applicants the chance to engage and ask questions Allow academics & alumni to add details of their experience Increase profile of good-case-practices from your school
Would if they could
Have done
Read blog written by faculty member
83% 17%
Read blog written by current student
63% 30%Source:
Noel-Levitz, Inc. E-Expectations 1000 US College Students Class of 2007 Report
Rich mediaRich media
Video – advertising, interviewing and profiling Video has unique qualities Take advantage of your location Reduce distance barriers Let the internet take the strain Decrease your Carbon Footprint
Podcasts Audio visualise your web content Use your alumni to share experiences
E-mail marketingE-mail marketing
Identify tangible objectives and measurements for campaigns Branding Conversion
Message content Keep it simple with a clear call to action Ensure relevance of landing page(s)
E-mail design Keep it simple – limit use of images Check spelling and grammar
Privacy and security Opt in / Opt out Restrict access to personal data
The role of online applicationsThe role of online applications
Select Identify key information about your prospects Focus resources on your preferred candidates
Target Access to prospects in process of applying at key times Target resources on meeting diversity objectives
Optimise Build relationship with candidate throughout their application Use a mix of communications media: e-mail, web, mobile Streamline processing of applications; Faster response / Less resource Measure the results of your marketing activity Improve conversion rates
Online applicationsOnline applications
Research suggests that responsiveness is the single most Research suggests that responsiveness is the single most important factor in choice of schoolimportant factor in choice of school
Number ofapplications
Time to respondto enquiries
AgendaAgenda
About QS
Engaging “Generation Y” Who are they? The marketing lifecycle Online marketing
Candidate Management Tools Introducing QS TopApply Case Study: Candidate Administration at Sciences Po Managing exchange programs Creating a CV book
Copyright © 2008 QS (www.qsnetwork.com)Copyright © 2008 QS (www.qsnetwork.com)
TopApply product familyTopApply product family
Supports all phases of prospect management and recruitment, and enhances student satisfaction
Products are effective individually or as an integrated solution Adapted and tailored to suit school’s procedures Readily integrated with existing systems
Prospect Manager Application Manager Exchange Manager CV Manager
TopApply client feedbackTopApply client feedback
“Thank you QS. I really appreciate the ease with which the system can be modified to meet our needs and your willingness, without hesitation, to provide prompt service.”
Cheryl Millington, Director of Marketing and Admissions,Joseph L. Rotman School of Management, University of Toronto
“Having TopApply really helps. We can immediately see the effect of our marketing on our enquiries and applications and we can ensure we follow up with the right people.”
Oliver Matthews, MBA Marketing Manager, University of St. Gallen
“TopApply has not only solved an admissions problem but has also helped me to achieve HR, management and several marketing objectives. We achieved an ROI on TopApply in just over two months.”
Kris Leroy, Marketing and Admissions Manager, Grenoble Graduate School of Business
TopApply client feedbackTopApply client feedback
“TopApply makes it possible to manage our prospect information in a more timely and coordinated manner.”
Fernando Mora, Marketing Director, Hult International Business School
“TopApply was instrumental in helping us reform our admissions procedure with five distinct orientations and separate admissions committees.”
Michael Haliassos, Deputy Dean for International Relations,Goethe University Frankfurt
“At ESCP-EAP we have been using TopApply for just one year and we have already seen a big increase in applications from international students which is having a major impact on the diversity in our classes.”
Rachel Maguer, MBA Marketing Manager, ESCP-EAP
Case study – Sciences PoCase study – Sciences Po
Founded 1872 Traditionally educated
decision makers from the public and private sector
7,500 students of which 2,400 foreign from over 40 countries
Sciences Po – Recent reformsSciences Po – Recent reforms
Compulsory year abroad for students of the undergraduate degree
Multilingual programs in French, English and other languages
Bologna processes set in place to create an European higher education area: Sciences Po implemented a 3 years undergraduate degree and a 2 years graduate degree
Sciences Po – Admission processes Sciences Po – Admission processes
Reformed process Widened admissions policy Alternative recruitment
methods for students with an international background
International applicants 200 applicants for the Master’s
program in 2002 Increased to 800 in 2007 –
growing 400% in 5 years
Sciences Po – Challenges Sciences Po – Challenges
Application forms in different languages: English & French
Coordination of programs on different campuses and at partner institutions
Numerous exchange programs
Attracting international candidates
Demands on administration staff
Limited marketing budget
Meeting the challenges at Sciences PoMeeting the challenges at Sciences PoDifferent languagesDifferent languages
Application forms Referee forms E-mails to
prospects applicants referees
Back-office
Meeting the challenges at Sciences PoMeeting the challenges at Sciences PoCoordination of programs and campusesCoordination of programs and campuses
Support for multiple programs accessed via different web sites
Look & feel tailored to each site
Multiple back-office interfaces
User permissions based on responsibilities
Meeting the challenges at Sciences PoMeeting the challenges at Sciences PoFocus on international candidatesFocus on international candidates
Customisable reports to view breakdown of current applicants and enable marketing efforts to be adapted accordingly
Meeting the challenges at Sciences PoMeeting the challenges at Sciences PoDemands on administration staffDemands on administration staff
Monitor application progress
Follow-up individuals and groups
Targeted e-mails e.g. to applicants in the process of applying
Process applications Detailed reporting
Meeting the challenges at Sciences PoMeeting the challenges at Sciences PoLimited marketing budgetLimited marketing budget
One tool to manage relationships with all prospects
Effective e-mail campaigns
Schedule interviews Establish RoI and trends
Sciences Po – Exchange programs and Sciences Po – Exchange programs and satellite campusessatellite campuses
Nearly 300 partner schools worldwide 5 additional undergraduate campuses in France Dual Master’s programs with:
Columbia University London School of Economics Freie Universitat Berlin University of St. Gallen Moscow based MGIMO Warsaw School of Economics University Bocconi in Milan Georgetown University FGV Sao Paulo HEC Paris
Importance of international Importance of international student exchange programsstudent exchange programs
Erasmus Mundus
Fulbright Program
Socrates Erasmus
TopApply Exchange ManagerTopApply Exchange Manager
Facility for managing international exchange programs
Simplifies communications between host institution, their partners and exchange students
Both host and partner institutions can manage and track exchange students
Powerful reporting tools
TopApply Exchange Manager - BenefitsTopApply Exchange Manager - Benefits
Reduction of the administrative overhead
Partner schools and students become your ambassadors
Enhancement of your international reputation
Simplified planning of exchange programs
SummarySummary
Engaging “Generation Y” Mix of online and offline marketing to attract and effectively target
today’s generation of candidates
Candidate Management Tools QS TopApply family of products meet the challenges faced by admissions,
enabling simple selection of candidates and optimum use of resources
Nunzio [email protected]
Thank YouThank You
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