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Overview

Given the increasingly competitive market of the Higher Education sector, university marketing teams must improve and utilise digital marketing techniques. The number of people applying for UK university places fell by more than 25,000 (5%) in 2017*, therefore attracting and retaining students is key.

Attend our Effective Digital Marketing for Higher Education course to learn from best practice case studies and interactive workshops to improve your digital marketing strategies, achieve consistent branding and message, maximise your return on investment and give your university the competitive edge.

Through innovative marketing strategies that increase brand recognition, you can increase domestic and international recruitment whilst remaining cost-effective. Learn how to develop multichannel flexibility and make use of data to quantify successful initiatives.

This Effective Digital Marketing for Higher Education course, led by Dave Musson, lead social media strategist at Net Natives and former lead social media strategist at the University of Warwick, enables you to develop an effective digital strategy that distinguishes your university’s brand from the competition.

* Key findings of 2017 applicant figures, published by UCAS on 2 February 2017

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Learning Outcomes

  • Understand how to maintain branding and consistency when content across departments differs significantly
  • Utilise tools, such as Google analytics to help you better understand your audience and gain insight into measuring the success of campaigns
  • Enhance your university’s brand through the effective use of social media
  • Learn how to distinguish your university from other organisation’s and achieve “one voice” through multiple marketing channels
  • Plan and implement an effective digital marketing strategy to increase student recruitment

In-House Option

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Agenda

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09:15 - 09:45

Registration

09:45 - 10:00

Chair's Welcome and Clarification of Learning Objectives

10:00 - 10:45

Developing an Effective Digital Marketing Strategy

  • Establish what your university wants to achieve through digital marketing
  • Develop a cohesive digital marketing strategy that ensures brand consistency across departments
  • Communicate effectively with departments and academics to ensure all digital marketing aligns with your university’s key objectives
  • Understand your audience, through effective data intelligence and segmentation
  • Maximise return on investment (ROI) from your digital marketing strategy
10:45 - 11:00

Morning Break

11:00 - 11:45

Maintaining Brand Identity for Post-Graduate Digital Marketing

Leeds Beckett University was recently recognised by the HEIST awards for their ‘Building Confidence and Inspiring Progression’ campaign noted as being “thoroughly researched and fantastically executed, providing clear evidence of how Leeds Beckett University have overachieved against tough targets.”

  • Segment your audiences effectively to develop strategies for post-grad
  • Develop a targeted advertising strategy to ensure that you can identify potential students through clicks and interests
  • Ensure that your post-graduate marketing maintains and enforces consistent brand identity
  • Develop behaviour analysis to translate your brand effectively and find new ways to reach prospective students
11:45 - 12:30

Innovative Digital Techniques in International Student Recruitment

  • Utilise your brand effectively to differentiate yourself from other providers in a crowded market
  • Consider alternative marketing techniques by working with partners on social media
  • Use targeted marketing to ensure your brand connects with both EU and non-EU nationals
  • Explore different messaging to prospective EU students
  • Learn best practice around using social media to reach and influence prospective international students
12:30 - 13:15

Effective Data Management to Ensure Home Student Recruitment

University of Sunderland won the GOLD HEIST Award for Best Undergraduate Student Recruitment Campaign 2017 for You Still Can, a successful campaign aimed at attracting students to university, no matter what their age.

  • Explore a range of digital marketing strategies to ensure that your university is best-placed to handle falling further education leaver numbers
  • Utilise CRM systems to ensure that your data quantifies successful initiatives
  • Discover your target audience based on in-depth online profile analysis to ensure cost-effective initiatives
13:15 - 14:15

Lunch

14:15 - 16:00

Workshop: Plan and Implement an Overarching Digital Marketing Strategy

In groups and with the Chair, delegates will develop an action plan to help improve their digital marketing strategy for their organisation.

  • Learn the most effective methods to drive traffic to your university’s website
  • Develop strategies to help you plan a successful digital marketing plan
  • Learn how to see your potential students as digital consumers
  • Evaluate your digital marketing campaigns, by using Google analytics
  • Ensure your digital marketing is cost-effective for your university
  • Analyse key ways in which social media can help your digital marketing campaigns
  • Identify effective digital channels for your marketing strategy
  • Create high level content for your digital marketing campaigns
16:00 - 16:15

Feedback, Evaluation & Close