Higher education marketing – AMBA 2013

the ideas people

©2013 Serious Marketing Communications Ltd. www.seriousideas.com

AMBA Presentation 2013


Remember us
from last year?


We brought you the banana


We also talked
about using your
left brain and
right brain
L R

Which brings us neatly
to this year’s theme


Headaches
Hopefully it
stimulated
your thinking.
Perhaps it might
have given you
a headache


Headaches in Marketing
and Admissions

Headaches you reported
(areas highlighted in blue are where we can help)

“Being clear “Best way to
“Is recruitment/sales…
reach and talk
about what we to international
a form of target
(one-to-one) marketing?”
stand for” prospects”

“Coping with “How important is a Social
demands
Media strategy? “Joining it all
How do you manage
of time” (Social Media) effectively?”
together.”

“…Managing expectations/
understanding of processes
“Packaging of
by internal stakeholders…” offering to students”

“How do we stand
“Digital marketing”… …”follow up messaging”
out from the crowd?”

Now we aren’t
brain surgeons.
We are more
creative, strategy
and research
specialists.


We are more creative, strategy and
research specialists so we are able to
consult on some of these headaches


Many of these headaches are
caused by common conditions:
• INCONSISTENT BEHAVIOUR
• LACK OF COHERENT SPEECH
• SOCIAL DISORDER


Which results in...

General Malaise

This is a...

Major Worry

MBA prospects
are like toddlers...

They can
wander off easily.

INCONSISTENT BEHAVIOUR

Familiarity breeds content.
“The single most important and most
difficult factor is achieving some kind
of consistency in the experience that
consumers have of the brand.”
Leslie de Chernatoy,
Professor of Brand Marketing,
(Birmingham University Business School) Aston Business School


Consistency in a chaotic world.


Multiple access channels


Loss of faith in institutions

BBC BP RBS



Marketing used to be communicated through broadcast media
such as advertising, radio or newspapers to the consumer. We
now market through these channels plus Facebook, Twitter,
LinkedIn Google +, Flickr, Pinterest, Vine (more of this later).
We have lost faith in Banks like RBS. Corporations,
like BP. Institutions like the BBC.
Particularly with the advent of Massive Open Online Courses, education
is transforming into an on-demand service. Can Business Schools
be immune to this questioning of authority? People no longer blindly
trust authorities any more. They trust each other. The rise of the
community makes the job of marketing so much more complex.
We live in a chaotic world. Nobody said it was easy.
Which means now, more than ever -



Familiarity
breeds content.



Visual consistency


VISUAL CONSISTENCY

Familiarity breeds content.
Some brands, like

Virgin, First Direct and John Lewis do this very well.


VISUAL CONSISTENCY

First Direct Website First Direct E-Shot


VISUAL CONSISTENCY

First Direct YouTube

First Direct Twitter

First Direct Facebook


VISUAL INCONSISTENCY

Visual inconsistency
can be disconcerting
to say the least.



Contents 02 Why the nUs MBA? 18 Bringing the World to You
03 Dean’s Message 20 Individual Development
04 nUs Business school & 24 Career services
nUs MBA experience 28 Global Alumni network
05 Accolades 30 singapore: the Ideal
06 our International Faculty MBA Destination
08 Industry-Focused Curriculum 32 Accommodation
10 specializations 33 Cost of Living
12 Double Degree MBA 34 Application
14 overseas student exchange 35 scholarship
16 overseas study trips Map of nUs

Academic Year
2013 – 2014

EXCEED YOUR POTENTIAL 26

Leading from Asia

From Our MBAs:
“My experience with NUS BIZ Career Services has “ My first encounter with Career Services (CS) was
been very fruitful. I am especially grateful for the during the first week of my semester. I actively sought
job postings relevant to my background and profile, advice from the career services counselors and
and the networking and recruiting events, which attended a number of CS organised workshops and
have been particularly helpful in connecting me programmes conducted by real life practitioners.
with the right people. And I am most impressed by It was through the CS’s active job postings that I
how CS continuously contacted me to provide gained numerous interview opportunities with
advice, feedback and interview tips. Thanks various multinational corporations and financial
to applications I made through TalentEdge, institutions, in which I successfully obtained my

A leading global our online job portal, in one week, I had three
interviews and got two job offers, and am now
internship at Citibank that led to a permanent
position. Thank you CS!”

university centred
working with an amazing group of people at a
Park Kwan hoon
dynamic, up- and- coming consulting firm. Thank NUS MBA, Class of 2012
you, Career Services, for reminding me that I can Citibank

in Asia, the National
always turn to you and the School for support.”
Nancy Chua
NUS MBA, Class of 2012

University of Singapore Double Effect

From Our Recruiters:

(NUS) offers a global “ NUS MBA is recognised internationally for its
reputation and global learning environment. The
“ The NUS MBA programme has groomed many
driven and capable business leaders. The

approach to education
emphasis on diverse and inter-cultural learning programme promotes a meeting of minds, yet
enables the students to view things from a wider embraces diverse experiences and cultures and this
perspective which puts them a notch ahead from reflects the current global business environment.

and research, with
the others. Students also embrace the work they
are given and perform up to their best. This KPMG is proud to be a partner of the NUS MBA
commitment showed by them is one of the reasons faculty and Career Services in its recruitment

a focus on Asian why NUS is one of our key schools that we work outreach. Our experience with their graduates
with for recruitment of our talents. We would like to has been promising, and many of them have the
thank the NUS Career Services for their continuous potential to go on to becoming future captains of

perspectives and support and hope that the MBA faculty will be able industry and leaders in our community.”
to develop more of these high calibre individuals Mr Sharad Somani
whom we will be looking forward to work with.”

expertise.
Executive Director
KPMG
Gina Kuek
Senior HR Manager
Frost & Sullivan, Asia Pacific


Site for sore eyes.
Here’s an example of someone
who does this well.


Wharton - Print & Social media:

Wharton - website:


Tone
of Voice


Slurred speech.
“We often refuse to accept an idea
merely because the tone of voice
in which it has been expressed
has been unsympathetic to us.”
Friedrich Nietzsche


Intelligent conversations.
“Language needs to be a more
integral part of corporate
strategy rather than confined
to corporate copy guidelines.”
Adam Kaveney,
Global Brand Language Leader,
Price Waterhouse Coopers


Consistent conversations.
We did a lot of work with the Royal Marsden cancer
hospital on its tone of voice. Obviously dealing
with someone who suspects or has cancer is a very
sensitive issue. You would have thought that by being
a world-leader in its field, the Royal Marsden would
have communicated clearly and with empathy. Not so.


Remaining on-brand and
understanding who you are talking
to is so important – especially when
it comes to the Admissions process.


Offer email from a Postgraduate Admissions Offer email from a Postgraduate Admissions
BEFORE AFTER

Subject line: Your place at XXXXXXXXXXXXX
Subject line: Recommendation
Dear xxx,
Dear ,
It gives me great pleasure to inform you that we are recommending you to our Postgraduate
The admissions committee has met to discuss your application to XXXXXX XXXXXX. I can to confirm Admissions Office for a place on our <programme>.
that we are recommending to the Postgraduate Admissions Office that you be offered a place on the
programme XXXXX, full conditions of your offer will be confirmed to you in due course in your official Before we can welcome you to XXXXXXXXXXXXX we require you to pay your deposit of £1,000.
offer letter. Details of how to pay are listed below. Failure to pay your deposit will result in your application
being rejected.
Please note that in order to secure your place on this programme a deposit of £1000 must be paid by
XXXX You are also required to complete and return the acceptance slip that will be provided with your You can expect to receive your official offer letter with the conditions of your place by email within the
official offer letter. You can expect to receive your official offer letter from the Postgraduate Admission next two to three weeks.
Office via email within the next two to three weeks.
Please note: we cannot confirm your place until you have paid your £1,000 deposit by [insert
We are available to answer any questions you may have in the interim via email and telephone: date].

Email: admissions@XXXXXX XXXXXX - Include your application number when you transfer your deposit
Tel: +44 XXXXXXXXXXXXX - Return the acceptance slip that comes with your official offer letter
- Notify admissions@ XXXXXXXXXXXXX once the payment has been made
Please be aware that failure to pay the deposit by the deadline will result in the withdrawal of
your offer and your place on the programme being reallocated. Details on how to pay:
http://www. XXXXXXXXXXXXX XXXXXXXXXXXXX
Deposit payment details can be found below. Please make sure to include your student number as a
reference and notify admissions@ XXXXXX XXXXXX once you have made your payment. The Welcome Day for the 2013 student entry will take place on XXXX 2013. Please note: all full-
time students are expected to attend.
www. XXXXXX XXXXXX XXXXXX XXXXXX
If you have any queries regarding your application or deposit, please get in touch with me by email or
For 2013 entry, Welcome Day will take place on XXXX 2013. All students are expected to attend. telephone and I will be happy to answer your queries.

Please do not hesitate to contact me should you have any questions regarding the deposit payment. Alternatively, we have put together an information page that answers the most common questions:
http://www. XXXXXXXXXXXXX
Kind regards,
Email: admissions@ XXXXXXXXXXXXX
Tel: +44 XXXXXXXXX

[Contact name], May I take this opportunity to compliment you on the high standard of your application. The Admissions
[Contact title] Committee were impressed by the marks you are currently achieving at Undergraduate level and we
wish you luck with your final exams.

With very best wishes

[Contact name],
[Contact title]


A unique voice.
Full-cream? Pasteurised?
Executive, Flexible, Global,
Full-time, Part-time.
Business schools operate in a fiercely
homogenous marketplace, where
differentiation is achieved through reputation,
rankings and referrals – and of course
quality of content. Using your unique tone of
voice to stand out and talk to a prospective
MBA participant can give you that chance
create affinity and start a dialogue.

Unique tone of voice.
Delia Smith
http://www.youtube.com/watch?v=D95rMYL1T2A

Heston Blumenthal
http://www.youtube.com/watch?v=gW5p6CAOwdg

Marco Pierre White
http://www.youtube.com/watch?v=6rvqS0NGkfg

Jamie Oliver
http://youtu.be/KIsUS7NKzYA

These are examples of living brands. Their personalities define their brands.
In a corporate and business school context, everyone who creates or
communicates content is living that brand to some extent or another.


Serious
mood
board


Examples of workshop mood boards


The biggest headache
for marketers in 2012...


Social media


Social disorder*

*Symptoms include: swollen ego,
inflated budget, leaking pride,
sweaty CFO and internal bickering


“How important is a
social media strategy?
...and how do you manage
it effectively with limited
resource and budget?”


Very.
“How important is a social media strategy?”

(Important)


“… and how do you manage
it effectively with limited
resource and budget?”
The answer to the second
part is a bit more complex...


8 ways to improve your
social media strategy


1. Re-assess your user experience


• Social media is not a standalone channel
• A potential MBA applicant takes a journey
through your social media / website /
admissions pages and that journey needs to be
consistent (yes we’re back on consistency)


Visual consistency

• Cover photos
• Logos
• Photography style
• Infographics


Tone of voice
Flat

Too much!

Just right


Valuable content –
Interactive FT MBA board game


2. Re evaluate your landing pages

(User experience continued)


• First impressions = formed in 50 milliseconds
• 15% of page visits = under 4 seconds 20%
of page content = read (on average)
• 20% of page content = read (on average)

Clearly, we have to work
hard to catch people’s attention

* http://www.nature.com/news/2006/060109/full/news060109-13.html
http://www.useit.com/alertbox/percent-text-read.html [2008]
http://www.useit.com/alertbox/percent-text-read.html [2008]


Re evaluate your landing pages


Do people scroll?


3. Create your content strategy

(If you haven’t already that is)


Relevancy is key
Facebook Edge rank:
• Post length - less than 250 characters
generates 60% more likes
• Timely - posts related to breaking news
can get 90% more engagement
• Media increases engagement - photo album
(180%), picture (120%) or video (100%)

“ his is why a content strategy forms a
T
vital part of a social media strategy”
* http://www.facebook.com/FacebookMarketingUK
http://www.jeffbullas.com/2011/11/01/10-best-practice-tips-for-facebook-page-content-publishing/

Create your content strategy
• Events
• Research papers / thought leadership
• New staff
• Associate organisations
• Shout about your alumni


Proactive vs Reactive content


Twitter
Factors associated with increasing
‘followers’ over 15 months...
• Get re-tweets
• A complete profile: Web address,
location long description
• Focused: People who consistently tweeted on
a specific topic attracted more followers


4. Blog (content marketing continued)


Benefits of blogging
• A hub to drive readers and traffic
• Thought leadership
• Posts have a long ‘hang time’
• SEO


5. ncorporate admissions
I
into the social media mix


“Social media is a two
way conversation”
• Admissions staff make great points of contact
• FAQs – Visas, accommodation,
course content / dates
• Events updates
• Host Google hangouts to talk to
international students / busy applicants
Over 25% of MBA applicants
use LinkedIn and Facebook to
research their business school


6. Get your alumni involved


Get your alumni involved
• Encourage them to share content
• Share their content
• Give them access to ‘alumni only research’
making them brand ambassadors


7. est everything
T
(don’t forget to measure)


Social media is a great
test bed for ideas
• Messaging - How audiences
react to new copy?
• Colours – do different genders
react to new colour choices?
• Visual identity – does a photography led
or graphic led style gain more reach?

If you’re reading this,
there is a 90% chance
you’re not listening


Measure your campaigns
• Tag your links with
Google link builder
• Monitor message
variants
• Re-use successful
messages

There is a SERIOUS link
tagging series available on
the blog. So don’t stress! :)


Measuring links

Clicked links tend to
appear about 25% through
tweet (or at end).


8. Have a sense of humour
http://www.youtube.com/watch?v=Bpy75q2DDow


Summary:
1.
Re-assess your user experience
2. Re-evaluate your landing pages
3. Create your content strategy
4. Blog
5. Incorporate admissions into social media
6. Get your alumni involved
7. Test everything
8. Have a sense of humour


Action points to do this week:
1.
Get on Google+
2.
Write a blog post
3.
Tweet and post on Facebook at least twice a week
4.
Post on LinkedIn at least once a week
5.
Join 3 MBA groups on LinkedIn (and if
you’re brave, join the conversation)
6.
Tag your website bound links
7.
Post at 4:30pm Wednesday afternoon
and 4:00pm Friday afternoon


Thanks
from Chris, Brad and
the Serious team
For your copy of the slides
please follow us on LinkedIn
@seriousmarketingcommunications

Higher education marketing – AMBA 2013

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