As a higher education marketing consultant it has been my privilege to work with and advise some outstanding institutions. These are just some of my higher education marketing consultancy achievements:
- Advised a triple accredited business school on strategic and tactical marketing
- Project managed a complex student recruitment marketing communications campaign involving TV, radio, national press, direct marketing, promotions, web and social media
- Set up an outsourced contact centres for the UK (and later global markets) from concept to completion
- Developed a marketing segmentation strategy
- Developed and implemented a prospective student engagement campaign to convert prospects into fee paying students
The Higher Education sector is highly competitive and the race for student numbers is on. As a Higher Education marketing consultant I predicted the changes that are beginning to take shape in the market place. Some of my clients also saw the writing on the wall, others have yet to catch up. The selection process is becoming more of a two way interaction, Universities have to want the student, but the student has the University.
The rise in tuition fees created a change in student expectation. Students are now looking for so much more than just academic reputation when they select their University. Standard of teaching, accommodation options, sporting facilities, health, welfare and of course social and entertainment facilities are now all part of the student experience. Social media has changed the landscape of higher education and the way information is shared and communicated in the prospective and existing student communities. Differentiating your University and making it stand out from your competitors is now a critical higher education marketing tool.
Higher Education Marketing, same or different?
Most higher educational institutions market themselves in the same way. Not much to choose between prospectus design(expect to see pictures of students and books) and web sites (perhaps a different style of building or landscape is featured). Change the branding at the top of the web page and it could be one of many institutions. As a higher education marketing consultant I see very little strategic thinking, most marketing activity is overtaken by cyclical activities and deadlines for student numbers. Perhaps it’s time to stand back and review your higher education marketing strategy, plan and tactical execution. How much of it really works, and how much is just wallpaper?
Student experience at the heart of higher education marketing
I believe that the student experience is at the heart of successful higher education marketing. You need a student centric approach, to see things from the students perspective. Just because they are students doesn’t mean they should accept poor service in bars or restaurants, to put up with second rate accommodation or broken or damaged equipment in their residences. Most of all students want to be addressed as adults and individuals. One of my clients the University of Birmingham recognised this. I worked with them to benchmark their services against other more customer centric industries like to hospitality and hotel sectors. The result was they learned to think and behave in a different way, to put the customer first. Their achievements have been phenomenal, read what they have to say on the right.
If you believe that you could benefit from my approach to higher education marketing or would like to do things differently, please give me a call 01442 244654. I’d love to discuss your thoughts and to see if I can bring a different perspective and approach to your student experience and higher education marketing