Dr Brian's SmartaMarketing 2

Smarta Marketing Ideas for Smarta Marketers

Category: International Marketing

Successful Student Recruitment Strategy – Part 2 – Written Promotion

Contents

How to Recruit and Attract Students

The W’s of Effective Marketing Communications Messages

Questions to be answered

General Advice – How to Develop Effective Recruitment Messages

Features

Always start with a great opening

How to make your Communication BELIEVABLE

Stimulate action

Present for easy reading

Things to avoid because they turn readers away

 

How to Recruit and Attract Students

How does one influence the mindset of prospective students to view the university as valuable?

How does one effectively highlight the unique features of a university, going beyond the act of plastering a generic message?

How can you win their trust and translate the marketing campaign into generating actual numbers?

What are the digital marketing must haves?

What is the expected impact of deregulation – what this means for student recruitment and how can you best respond?

Education is a very competitive marketplace, where standing out from the crowd can be hard. Here are some general guidelines, which can significantly improve your campaign to attract students.

 

Keep in mind that not all potential students are alike. To communicate effectively you need to (deeply) understand your target market(s) – see the first article in this series – Marketing and Education – Student Recruitment – Part 1

 

Virtually all candidates are used to on-line technologies, thus you must effectively use digital media (Websites, Social Media, Mobile – smartphones, pads etc) as well as conventional methods and media (TV, Print, Outdoors, Transit, Radio etc). Adapting to the new methods is crucial in any campaign these days.

 

The W’s of Effective Marketing Communications Messages

The key to a successful student recruitment strategy is thinking about “why, what you communicate, to whom, when and how,”

 

“Why” – your strategic and tactical objective(s)

“What are you offering?” If it is not immediately clear what you are offering, expressed as a benefit your marketing message will almost certainly fail

“Why” should they enrol?

“What” the message – based on broad strategic elements like Brand as well a situation specific tactical messages. For example, the content of the message should be dependent on the stage the person is at

“Whom” – the target audience (target segments)

“Where” will you find them?

“Where” are you speaking to them? – Media

“When” – timing of the message(s). This can be long-term messages, as may appear on a website as well as situationally specific messages in the general or social media.

 

Before you write a word or draw a picture…

 

– Compare your offer with your competitions. Are they basically the same?

– Isolate the areas where you win and lose

– Translate features/attributes into benefits

– Look for a unique benefit or combination of benefits.

 

Questions to be answered:

 

1.) To whom are you offering what benefit?

2) Is the offer unique/differentiated in the market?

3.) Why should they grasp it?

4.) How should you speak to them?

 

Basically, effective Marketing Communication is about communicating:

 

The RIGHT information

in the RIGHT way

to the RIGHT people

in the RIGHT place

at the RIGHT time

 

General Advice – How to Develop Effective Recruitment Messages

The key to effective Promotional Communication for Student Recruitment is: Successful messages come in only one language – BENEFITS!

 

Prospects want to know – “What’s in it for me?” (W.I.I.F.M.?)

 

A benefit is an advantage or satisfaction the prospect will gain – or the loss avoided – from the item, proposition or service you sell. Do not leave it to the prospect to discover the benefits he or she will gain from the offer. Spell it out, as simply as possible. Prospects cannot get more out of promotional message than what you put in it

 

Features

Effective Marketing Communication must balance stated benefits with component realities (features). They provide the rational reason why the offer will work and help create conviction.   Benefits must be supportable.

 

Create interest and desire by stressing benefits of using your service or owning the resultant building.

Demonstrate the value of your particular product by detailing benefits and features.

Try to make it sell for you alone

 

Always start with a great opening

(1) Involve the reader. Address him/her directly.

(2) Put direct suggestion or question.

(3) Use words that stimulate

(4) Appeal to pride and self-interest

(5) Appeal to current or local issues.

(6) Beware overly clever language and technical terms.

 

Present your proposition quickly and clearly. Once you have gained the prospect’s attention with your opening, give your selling proposition quickly and clearly.

 

A “sale” is made at the moment the prospect decides he wants the benefits to be gained from your service more than the money they cost.

 

How to make your Communication BELIEVABLE:-

(1) Present the main idea at least three times during your message

(2) Tell of popularity (use testimonials, and quote authorities.)

(3) Convey value. Demonstrate the benefits are worth more than the cost.

(4) Give assurances and proof. Overcome objections. Guarantee satisfaction when you can.

 

Stimulate action:

(1) Give the reader good excuses and reasons for enrolment

(2) Make enrolment – tell how, when and where. Offer help

 

Present for easy reading

Content is more important than how you say it. Observing the basic rules, however, will help make your selling message easier to absorb.

 

(1) Start with enthusiasm and involve the reader.

(2) Use short words, sentences and paragraphs.

(3) Be direct, writing in second person, present tense.

(4) Be concrete, specific, honest – in the reader’s vernacular.

(5) Use visual words, lively words. Be informal, friendly, caring.

(6) Be complete, but concise. Give a message, not your life story.

(7) Ask for the desired action.

 

Things to avoid because they turn readers away:

(1) Puns, play on words, clichés, and foreign phrases

(2) Over-statement (that kills credibility)

(3) Long words (use short words)

(4) Formalism

(5) Banalities and platitudes

(6) Looking like everyone else. (Be distinctive.)

 

If you are interested in this subject, you may be interested in this forthcoming event in Sydney in early December

Marketing and Communicating for
Student Recruitment and the
Australian Higher Education Sector

One-day connected forum with two half day workshops
3-4 December 2014, Rydges Sydney Central

http://www.arkgroupaustralia.com.au/events.htm

Listen, network and learn from your peers:
Macquarie University
Australian National University
Charles Sturt University
University of Technology, Sydney
University of Southern Queensland
University of Melbourne
International College of Management Sydney
University of New England

 

Did you find this article useful?  Please let us know

These articles are usually taken from notes from a MAANZ course.  If you are interested in obtaining the full set of notes (and a PowerPoint presentation) please contact us – info@marketing.org.au

Also check out other articles on https://smartamarketing2.wordpress.com

MAANZ International website http://www.marketing.org.au

Smartamarketing Slideshare (http://www.slideshare.net/bmonger)

Join Dr Brians LinkedIn groups:

Marketing – Dr-Brian’s-Marketers-Network  http://www.linkedin.com/groups/Dr-Brians-Marketers-Network-Number-2650856?trk=my_groups-b-grp-v

Management/Project Management – The Project Management Information Network.  http://www.linkedin.com/groups/Project-Management-Information-Network-Practical-6618103

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The Eight Ancient Asian Elements of Success

Dr. Brian Monger

Lear the ancient wisdom of success from China

The ancient eight essential elements of success are:

  • Tao: Moral standing, ethics, righteousness. The product and the company culture need to be in line with Tao, righteousness. Without Tao, a short-term profit is attainable, but long-term success is not possible.
  • Tien: Timing of your products and your marketing strategy needs to be in line with the social timing and the universal timing.
  • Di: Utilize your company’s assets and liabilities, as well as, each individual understands their everyday work and quality of life.
  • Jian: Leaders relate to their staff, customers and suppliers according to five qualities: wisdom, trustworthiness, benevolence, courage and discipline.
  • Fa: Effective executive’s actions will result in keeping the revenue coming in rapidly.
  • Xu, Shi: Paradox of the real versus the unreal.
  • Qi, Zheng: Innovation and tradition.
  • Know thyself, Know others:  know yourself, your product, and your customers.

Dr Brian Monger is Executive Director of MAANZ International and an internationally known business consultant with over 45 years of experience assisting both large and small companies with their projects.  He is also a highly effective and experienced trainer and educator

Did you find this article useful?  Please let us know

These articles are usually taken from notes from a MAANZ course.  If you are interested in obtaining the full set of notes (and a PowerPoint presentation) please contact us – info@marketing.org.au

Also check out other articles on http://smartamarketing.wordpress.com

MAANZ International website http://www.marketing.org.au

Smartamarketing Slideshare (http://www.slideshare.net/bmonger)

Guanxi – Learning something very useful from Chinese culture?

A word about which is probably the most known Chinese word in the business sphere,  ‘guanxi’.  Anhd how you might use the concept, not only in International Marketing, but in Western business – as a strategy.  It will fit in very well with relationship building I think

 

This word merges a lot of ‘social rules’. From the western point of view, it has been usually understood such as some kind of corruption. Of course it could be, but ‘guanxi’ not only means ‘give a favour back’ but also means some kind of mutual help. The Chinese societies, including those who are living abroad,  have been using ‘guanxi’ for starting their businesses for centuries. The Chinese people’s guanxi is related to their social relationships, and they spend a lot of time in order to improve their ‘guanxi’, and it’s not only about their professional sphere but also about their personal one.

 

Making things happen ‘step by step’ is also related to their social relationships and their personal ‘guanxi’. You know, ‘guanxi’ is a really wide concept and condensing this word just such as a kind of corruption is a miscalculation. Western cultures usually think that our lifetime is linear, Eastern cultures think that their lifetime is circular; it’s a holistic point of view. It could sounds like an ‘easy philosophy’, but it’s much more besides this, it’s a whole way of living and way of thinking, where everything is related to one each other, where you are not always allowed to do a borderline between your personal life and your professional life, where the ‘harmony’ rules everything and where the Chinese history comes into play. It also happens in our western cultures, it’s not only property of the Chinese culture, but going into this culture usually means start from scratch because our cultural bases are completely different.
Chinese culture is worth to knowing, they are borrowing many things from our western cultures and they are adapting them in order to make them match to their reserved culture. Maybe we should do this as well. Learning a different way of living can offer a totally new way of working.

Interested?  You might want to check out the new Doing Business in Asia group on LinkedIn

Doing Business in China – Face

The worst thing to do any foreign country or with foreign people is to assume you understand a situation or the person thinks (or should think) just like you.

Dr Brian Monger

Face

In Chinese and Chinese based cultures, if someone has “good face it means they have  a good reputation in front of their peers.  Face in Chinese culture is even more important than “reputation” in Western cultures.

Having face in front of one’s business colleagues or within a community is  a statement of that person’s value.

Losing Face

In situations where someone  has made a mistake or done something wrong, and the error is attributable to that person in public, then that one person has “lost face” – their reputation in the eyes of their peers has been reduced. Losing face is an experience no-one wishes to happen to them. So, even if the one losing face is clearly “wrong”, some folks will go to great lengths to avoid the appearance of losing face.

In any case, when face has been lost, the losing party leaves with “bad face”.

Saving Face

Saving face implies a situation where someone’s reputation is under question, or has already been lost, and is undergoing restoration. Saving face is an action whereby one is able to prove that they were not wrong, or show that the degree of their wrongdoing was only very small – not such a big deal.

This restoration is usually done with the help of someone else with good face, usually by making some kind of announcement before one’s peers, exonerating or endorsing the person who had lost face.

Giving (or Lending) Face

In a case where a person has no face or no recognised reputation within certain circles, this person may be required to seek out and “borrow” a certain measure of face from someone willing to “lend” it to them.

When dealing with Chinese do not make people lose face in public, you will likely make an enemy for life

Learn to not always state your opinion in public (especially about Chinese things), especially if it is contrary to a Chinese person’s opinion, this could cause them to think you are attacking them, which might make them feel they are loosing face, which leads to the first situation. Avoid arguing with Chinese people about things that are not critical. You will just piss people off. Many people are more emotional and think much more about face and often less empathetic about others (outside their social group), and not very direct/straight forward in many social relationships (which to Westerns can appear dishonest at times, but Chinese do not mean it that way, they are often trying to save themselves or you face)…keep that in mind and you will be okay.

Would you like a free copy of the MAANZ International eBooklet “Doing Business in China”?  Just send us an email to info@marketing.org.au and we will send you a copy.  We wont harvest your information or give it to any other party

 

You may also like to check out the MAANZ Website http://www.marketing.org.au or our other blogs/articles on http://smartamarketing.wordpress

 

 

 

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