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Transcript
Marketing Using the Story Effectively to Market the Study Abroad Experience What is Marketing O A way of thinking, a frame of mind O A business philosophy O Thinking from the customer’s point of view O To serve the needs and wants of the customer O To meet or exceed their expectations Putting your customers first The marketing concept O This term is used to describe both the philosophy of marketing orientation and the practical aspects of marketing O It refers to the approach you take in running your business – and yes, Study Abroad is a business Elements of marketing O Staff training O Maintenance and upkeep O Systems and policies It can also be small things like keeping in touch with students who are abroad Benefits of Marketing O Profitability is the key outcome O What is profitability? O A Win Win situation for you, students both incoming and outgoing, and your University (perhaps we should also include parents) Revenue is what we usually think of in terms of profitability, but time, frustration and professionalism can also be part of the term Other benefits O A better understanding of your customers O More effective use of your marketing budget O A greater ability to choose the most effective advertising, distribution methods & channels O More effective use of your human resources O Increased awareness of market trends & opportunities, & an increased ability to capitalize on them Unusual characteristics O Intangible experience – ‘Buy’ without seeing O The experience cannot be stored O The demand can frequently change O The components are not provided by us – we work with intermediaries and partners Unusual Characteristics (Cont’d) O We work with students who make decisions based on a complex mix of motivations O Customers have little or no loyalty to the product O Studying abroad can be vulnerable to unpredictable and uncontrollable outside events Product Promotion Marketing Mix Place Price The 4 P’s O Product – the mixture of benefits that they think that they will receive O Price – what is perceived as value for money O Place – where they buy the experience – your office! O Promotion – the range of activities by which you make students aware of your product Product Packaging Partnership Positioning Programming Promotion Price Place People The other 5 O Partnership – working together to present a O O O O complementary service or product People – the people who work in your office, or your study abroad partner’s office Packaging – making it easy to buy and sell as it is a one price offer Positioning – your niche Programming – your special events and information sessions organized to promote study abroad Developing a Marketing Plan O 1. Where are you now? O 2. Where would you like to be? O 3. What will you do to get there? O 4. How will you make sure that it gets there? O 5. How will you know when you have arrived? Workshop Brainstorming – Worksheet for Keele University Product Partnership Packaging Exchange package - making it simpler for the student and Communication is key! a the parents! - single Good customer service. good working relationship. price/single purchase. Give your partners text/images to use on their website to ensure The students orientation consistency in the First impression! You are selling the promotion of your "experience". institution Nice clean campus & accommodation. Location. Language. Modules available. Cost - sensitive Provide a pre - departure A goody box in their student Webinar? accommodation. Pre-arrival on-line "pack“. "In-house" partnerships Orientation pack. Programming Day trips for Internationals Students. World Festival. Thanksgiving dinner. Mentors Price Important consideration, students must consider employability & salary. Positioning USP - Unique Selling PointWhat is your niche? - sell to everyone or a select group. Price at "home" – S Africa/Malaysia. Receives what the student regards as value for money. Keele Distinctive Curriculum. Student Societies. What is the competition – charging? Tuition/Accommodation. Rankings Photo competition. Site visits. Student Union ranking. "Freshers’ week" Orientation schedule. Internationalisation ranking. Student Experience rankings. Place Promotion People We "sell" Study Abroad direct, as well as Website - clear concise & through our Partners. informative & up to date! Peer Advisors - Help promote. Academics (Subject Tutors)Macro -to the Micro Pinterest/Facebook important marketing asset. Careers - Help students to "Not London". Study Abroad Fair. evaluate the exp. "Not urban". Photo competition. Alumni WP Team - Talk about Study Abroad when they visit Beautiful, safe campus. Marketing literature. schools. Open Day/Visit days - speak to prospective students & Global Education Office. Word of mouth. parents. Peer Advisors. Parents. Conference & Fairs. Banners on emails. Open & Visit Days. Adverts around your campus. O Thank you for attending this workshop, our contact details: O Elissa Williams – Global Education Manager [email protected] O Lisa Stoker – Global Education Officer [email protected]