New Tactics for Recruitment Marketing - SEMM Forum 2010

New Tactics for
Recruitment Marketing
Ken Steele
Senior Vice-President,
Education Marketing
SEMM Forum
Nov 2010 | Halifax

Possible Discussion Topics
1. Shock & Awe
2. Abortive
Campaigns
3. Guarantees
4. Music Videos
5. Brand Theory
6. Collaboration
7. Contests
8. Personalization
9. Geolocation
10. Virtual Tours
and Fairs
11. Social Media
12. Facebook
13. Twitter
14. YouTube
Emerging Trends in Canadian PSE
Ken Steele | Copyright ©2010 Academica Group Inc.

Shock & Awe
Ken Steele | Emerging Trends 2009
Copyright ©2009 Academica Group Inc.

St George TTC Station | Mar 2004

Yonge/Bloor TTC Station
March 2009
150 station posters
6 backlit posters
2 sets of stair-raisers
22 turnstile wraps
4 fare booth wraps
Wall graphics
“For the cost of 4
pages in a daily
newspaper”
Yonge & Bloor TTC | Mar 2009

Colleges Ontario OBAY | Feb 2008 | 3:42

Lethbridge College New’d | 2007 | :20

Lethbridge College New’d | 2007

Kaplan U Your Time | 2008 | :60

Abortive Campaigns

Education New Zealand (Fall 2007)

Drake University, Des Moines Iowa
August 2010
Academica’s Top Ten | Sep 2010

D+ Backlash
 Drake “asked for edgy
and out of the box”
 Ridiculed on advertising
blogs The Awl and
AdWeek
 Students and Alumni
complaints
 Apology and
explanation emails to
faculty and staff
 “D+ Student” T-Shirts
for sale
 By the 2nd week of
“D+gate” Drake removed
the symbol from the
website
 “We are an educational
institution and we learn
from our experiences”
- Drake president
David Maxwell
Eric Gorski, “Will Edgier College Marketing Get a Failing Grade?”
for Associated Press. Oct 2010.

Drake D+ Campaign
 Campus visits +23%
 Inquiries +66%
 Is it a strategy to
launch a controversial
campaign and then
quietly yank it two
weeks later?
 Does it matter if it
generates results?
Eric Gorski, “Will Edgier College Marketing Get a Failing Grade?”
for Associated Press. Oct 2010.

Guarantees

Access Guarantees

Residence Guarantee

Scholarship Guarantee

uCalgary offered a 4-year graduation
guarantee

UR Guarantee
 The UR Guarantee is a promise to
students who engage in career
exploration and preparation, student
success support, and leadership and
service activities while enrolled that they
will be employed within six months of
graduation or be eligible for up to thirty
hours of additional undergraduate
coursework with no cost for tuition.

 Kaplan launches “Kaplan
Commitment”
 Enrol for several weeks
before making a financial
commitment
 Assessments to determine
likelihood of success

Music Videos

Emily Rowe Campaign for USC
 Elected USC President
 20,000 views on YouTube
 8,000 hits in 2 weeks
 37% increase in voter turnout

Campus Saint-Jean, AB
Academica’s Top Ten | Feb 2010

Brock U
Academica’s Top Ten | Mar 2010

These and hundreds more videos at
www.YouTube.com/AcademicaGroup

Branding

Rebranding

“Canadians have trouble making
hard choices that involve explicit
differentiation of missions and
mandates.”
— David Naylor
President, University of Toronto

Positioning Challenges
 Universities are reluctant to stand for
something concrete, focused, specific
 They all stand for:
• “academic excellence”
• “student-centred”
• “premier student experience”
• “world-class research”

Academica Group Capabilities Presentation
Ontario Colleges Applied Degrees:
Brand Strategy

“The essence of
positioning is
sacrifice.”
- Al Ries & Jack Trout
Positioning: The Battle for Your Mind.

Positioning Challenges
 If you try to stand for everything,
you in fact stand for nothing
 Successful positioning:
“own a word in the prospect’s mind”

Brand Mapping Grid
Competitor 1
Competitor 2
Competitor 3
Competitor 4
Competitor 5
Competitor 7
Your School
Competitor 6
2
3
4
5
2 3 4 5
Student Experience Reputation
AcademicReputation
Competitor 1
Competitor 2
Competitor 3
Competitor 4
Competitor 5
Competitor 7
Your School
Competitor 6

UCAS™ Applicant Study
Push/Pull
Institution-specific
comparisons only in
the Competitive
Intelligence (Full-
Level) report.
Push/Pull against an
average benchmark
of competitors in the
standard UCAS™.

Brand Mapping
Excellence
Social
Affordable
TraditionInnovation
Research
Teaching
Radar charts

Academica Group Capabilities Presentation
Competitor 1
Competitor 2
Competitor 3
Competitor 4
Competitor 5
Competitor 7
Your School
Competitor 6
2
3
4
5
2 3 4 5
Student Experience Reputation
AcademicReputation
Reputation for Student Experience
ReputationforAcademicQuality
HIGHLOW
HIGHLOW
ELITEOUTCOME
COMMODITY
NURTURING
CAMPUS
ELITEOUTCOME
COMMODITY
NURTURING
CAMPUS
Grad School
Placements
Research
Innovation
Employment
Industry
Connections
Specific
Subjects
Scholarships
Bursaries
Low Tuition
Proximity
Accessibility
Small Size
Safety
Personal
Attention
Pastoral Campus
Vibrant City
Student
Experience
“Party
School”
Tradition
Academic
Excellence
PrestigeSelectivity
Size

Emily Carr U | Mar 2009

Academica’s Top Ten | Jul 2009

Parody Photos

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