tag:blogger.com,1999:blog-56332278776695125662024-02-20T15:18:32.094-08:00HE Marketing at ChesterHE expertise and knowledge from across the department of Marketing, Recruitment and Admission at the University of Chester.Marc Kneebonehttp://www.blogger.com/profile/05586505303599485227noreply@blogger.comBlogger42125tag:blogger.com,1999:blog-5633227877669512566.post-51047140702505968712015-09-17T09:51:00.000-07:002015-09-18T00:27:37.162-07:00Everybody's got a story to tell<div class="separator" style="clear: both; text-align: center;">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiyxjlUc19SuSZqexiotGpO7KTvyrS-L8GQeLYrIxJTVnaZUkkjQICv8VWzg5RZsaX7yJDnn15-yNttNBaIN_i3YiC4X3DWe1wHM_npaOWtA8UnGemi3SIEbmo4jr-poxjSSTLhXlWV4ZGR/s1600/MyChesterStoryBlog2015%255B1%255D.JPG" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="287" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiyxjlUc19SuSZqexiotGpO7KTvyrS-L8GQeLYrIxJTVnaZUkkjQICv8VWzg5RZsaX7yJDnn15-yNttNBaIN_i3YiC4X3DWe1wHM_npaOWtA8UnGemi3SIEbmo4jr-poxjSSTLhXlWV4ZGR/s400/MyChesterStoryBlog2015%255B1%255D.JPG" width="400" /></a></div>
The generation now applying to and attending university are a generation of digital natives. They are <a href="http://www.marketingmagazine.co.uk/article/1348169/forget-millennials-brands-need-win-generation-z" target="_blank"><span style="color: #cc0000;">generation Z</span></a> and they are increasingly mindful consumers that require an open and transparent approach to our marketing. The world of social media is second nature to them and it will often be their first port of call when they want to share something with their peers.<br />
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It’s around <a href="http://chestermarketing.blogspot.co.uk/2014/08/what-is-mychesterstory.html" target="_blank"><span style="color: #cc0000;">12 months ago now that I wrote about #MyChesterStory</span></a> referencing <a href="http://chestermarketing.blogspot.co.uk/2013/12/engaging-university-brand-advocates.html" target="_blank"><span style="color: #cc0000;">the importance and value of referrals</span></a>. It’s an idea that has helped us to narrate what it means to be a student at Chester, encouraging our students to share their stories with us. And on the eve of a new intake of students, it’s a concept we want them to engage with more than ever. We want our students to be proud of their University and shout out about it every step of the way, from enrolment all the way to graduation and beyond! Most of all, we want them to do this online in their social networks, where they and many of their peers often frequent.<br />
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What’s your Chester story?</h3>
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However, we don’t want #MyChesterStory to just be another marketing campaign. Of course, at its core is the objective of encouraging students to share their experiences in order to give prospects an authentic view of life at Chester, but it could be something much more than this. Rather than being just another social media hashtag, it could something that is engrained into our culture.<br />
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The <a href="http://www.chester.ac.uk/node/25540" target="_blank"><span style="color: #cc0000;">story of Chester being formed in 1839 as the country’s first purpose built teacher training college</span></a> is one we all know well and one that forms part of our identity. However, as the University continues to grow and evolve, our contributions to the University community all help to characterise the present-day Chester story. So, what’s your Chester story? And how does your story define what Chester means to you?<br />
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Setting the scene</h3>
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The University of Chester means many different things to many different people. Whatever your connection is to Chester, the way you connect with the University helps to tell the story of what the University is all about.<br />
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Universities are incredibly creative and innovative learning environments where ideas, theories and concepts are shared, discussed and debated on a daily basis. They are also the backdrop of some of the most informative years of a person’s life; a place where students learn as much about themselves as they do about their subject. They can be the catalyst of huge life changing events, providing a range of experiences and skills that can help set up a student for life.<br />
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At the same time, universities can pave the way in pioneering research, contribute to improving the local economy and make a big difference to the aspirations and outlook of the region. Although students are obviously the lifeblood of any university, there is so much more beneath the surface that contributes to a university’s identity. And it’s all these stories combined that help to define what Chester really means. <br />
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The story so far</h3>
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Over the last 12 months, our students have been busy tagging their <a href="https://twitter.com/hashtag/mychesterstory" target="_blank"><span style="color: #cc0000;">tweets</span></a> and their <a href="https://instagram.com/explore/tags/mychesterstory/" target="_blank"><span style="color: #cc0000;">Instagram pictures</span></a> and we’ve used this student generated content to help give our applicants <span style="color: #cc0000;"><a href="http://www.chester.ac.uk/mychesterstory" target="_blank"><span style="color: #cc0000;">an authentic and trustworthy overview of the student experience at Chester</span></a>.</span><br />
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We’ve also commissioned a number of videos that take a closer look at what Chester means to a handful of our students, focusing in particular on what it is like to live and study at Chester. In these videos, <a href="https://www.youtube.com/watch?v=DtvbmMe9GCM" target="_blank"><span style="color: #cc0000;">Shannan</span></a> tells us about her experience of coming to Chester from London, <a href="https://www.youtube.com/watch?v=mNr8PjRKwR8" target="_blank"><span style="color: #cc0000;">Adeeb</span></a> explains how going to university and living in self-catered accommodation has helped him to become more independent, and <a href="https://www.youtube.com/watch?v=wooqnPythwc" target="_blank"><span style="color: #cc0000;">April</span></a> shares with us what it’s like to live in private sector accommodation and study Popular Music Performance at Chester. They’re three very different stories that, despite being unique to the individual, give the viewer a real insight into what it’s like to live in Chester.<br />
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<a href="https://www.youtube.com/watch?v=C1JDKGaVBak" target="_blank"><span style="color: #cc0000;">One of our more recent promo films was released on A-Level Results Day</span></a> and used a selection of our students’ Instragram pictures from the last 12 months to give our confirmed applicants (i.e. our Unconditional Firm applicants) a taste of what’s to come. The aim of this video was to create something that was the perfect accompaniment to the excitement and raw emotion of receiving your results and realising you’ve done it… you’re in!
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<iframe allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/C1JDKGaVBak" width="560"></iframe>
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By focusing on the story of the last 12 months at Chester, this video has not only served as a teaser for what our applicants can expect; it has also given our current students a visual reminder of their own Chester experience. As a result, the reach and durability of this video stretches much further than just A-Level Results Day, acting as a prompt to both our applicants and students to share their own Chester story.<br />
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Join us on the sofa</h3>
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<iframe allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/UAxL1RHaF8U" width="560"></iframe>
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Our next Chester story project takes place during Induction Week when we’ll be <a href="https://www.youtube.com/watch?v=UAxL1RHaF8U" target="_blank"><span style="color: #cc0000;">touring around each of our campuses with our brand new yellow sofa</span></a>! The aim of this campaign is to raise the profile of #MyChesterStory further by having something memorable happening during Induction Week that our staff and students can engage with. By encouraging our students to take a quick break from their day to join us on the sofa, we’re anticipating that this will result in a flurry of sofa selfies and create a buzz on social media. And to help fuel this buzz, the authors of our favourite social media posts will be in with a chance of winning a prize.<br />
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Alongside this, for those who volunteer to tell their story in front of the camera (i.e. as part of our next promo film), they’ll automatically be rewarded with a lucky dip voucher for a local visitor or retail attraction with the suggestion that they continue to enjoy their Chester story.<br />
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Join the story</h3>
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Hopefully, after reading this blog, you are starting to get a feel for what the Chester story campaign is all about. However, if #MyChesterStory is going to be a real success, then we all have a part to play as it’s only with all your contributions that this hashtag will become a true representation of what epitomises the University of Chester. Everybody’s got a story to tell and we can’t wait to hear yours.<br />
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Until the next communication,<br />
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AdamAdam Bodgerhttp://www.blogger.com/profile/16265389103575866090noreply@blogger.com0Chester, Chester, Cheshire West and Chester, UK53.193392 -2.893074999999953453.117285 -3.0544364999999534 53.269499 -2.7317134999999535tag:blogger.com,1999:blog-5633227877669512566.post-35088919239864645622015-02-10T04:50:00.000-08:002015-02-10T04:50:17.965-08:00User Targeted Content – The Initial Teacher Training Campaign<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjCeI-HwN2eUTlWCLrEUPQSnNsfDrSUnmACfhGO9ksKa1AinMTpmdNp87MDBdE2Np06gQpz5dkL7SrspheojqNCRfv3NGjMM6KLWH9jZh_Dg1-d17op1r4DTzn85USPpiHJkhTRdOVttYz-/s1600/TrainToTeachBlog%5B1%5D.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjCeI-HwN2eUTlWCLrEUPQSnNsfDrSUnmACfhGO9ksKa1AinMTpmdNp87MDBdE2Np06gQpz5dkL7SrspheojqNCRfv3NGjMM6KLWH9jZh_Dg1-d17op1r4DTzn85USPpiHJkhTRdOVttYz-/s1600/TrainToTeachBlog%5B1%5D.jpg" height="131" width="400" /></a></div>
A few months ago, we created a <a href="http://www.chester.ac.uk/teach" target="_blank"><span style="color: #cc0000;">new campaign area of the corporate website dedicated to the recruitment of students to our teacher training courses</span></a>.This was done in response to the fact that <a href="http://www.theguardian.com/higher-education-network/2015/jan/19/school-direct-is-choking-university-teacher-training-courses" target="_blank"><span style="color: #cc0000;">teacher training courses are now a huge recruitment challenge, particularly for some key subjects areas</span></a>, and the navigation of our website wasn't enabling us to highlight the key benefits of teacher training at Chester. <br />
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Content is King</h3>
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<tr><td style="text-align: center;"><span style="clear: left; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><a href="http://www.chester.ac.uk/teach" target="_blank"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjSDIvTsBLPv97X5uMAJD9eZvrk2FkCmpZbSNT0S2ChuN7wWpgRUmK2tOh3JQEZagEc0VMEZC_Fi9h7D06InMm9PmTQ94IZgpPP_OqJHS4U_xeLxfgI839QIk5N0H3QsmmjrSJOgt9eRGl6/s1600/TrainToTeachBlog%5B2%5D.jpg.png" height="223" width="400" /></a></span></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><a href="http://www.chester.ac.uk/teach" target="_blank">Train To Teach Landing Page</a></td></tr>
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What we now have is an area of the website that acts as a one-stop shop for recruiting ITE (Initial Teacher Education) students. From a content perspective this is significant, as having everything available in one place not only makes it easier for the end-user to navigate their way around this content, but it also ensures we are tailoring our content accordingly. It’s content that is planned and created to attract and retain the interests of the target market; a narration of <a href="http://www.chester.ac.uk/teach/why-teach" target="_blank"><span style="color: #cc0000;">what it means to teach</span></a> and the <a href="http://www.chester.ac.uk/teach/why-chester" target="_blank"><span style="color: #cc0000;">values of the teacher training experience at Chester</span></a>. It’s content that is, therefore, relevant to the prospect, delivering information that enables them to make a more informed choice.<br />
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As well as highlighting the strengths of training to teach with Chester, the content also mirrors the messaging of the <a href="http://www.education.gov.uk/ta-assets/~/media/get_into_teaching/resources/mrb/key_messages_summary.pdf" target="_blank"><span style="color: #cc0000;">DfE’s national ITE recruitment campaign</span></a>. In complementing the national campaign, we promote teaching as a career where you can make a real difference, inspire the next generation, nurture young minds and gain great job satisfaction. This integrated approach through the reinforcement of key messages should mean our campaign is one that potential trainees can hopefully associate with.<br />
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The DfE also have a bank of fantastic <a href="http://www.education.gov.uk/get-into-teaching/apply-for-teacher-training/marketing-resource-bank" target="_blank"><span style="color: #cc0000;">marketing resources</span></a> which has meant we have been able to bolster our written content with some great video content. Not only has this helped to make our web content a little more engaging, but it has also enabled us to reinforce the message, <a href="http://97.cdn.vidzor.com/user-trr283jk/videos/2014-09-09/DOOR_OPEN%2BSTAFFROOM_FULL_MOBILE_NEW_.webm" target="_blank"><span style="color: #cc0000;">in the words of the teacher</span></a>, that teaching is a great profession. Further to this, we've also included a selection of our latest student recruitment videos, including the recent <a href="https://www.youtube.com/watch?v=JdsB_UDRICQ" target="_blank"><span style="color: #cc0000;">’Men into Teaching’ video</span></a> that looks to promote this profession to a group currently under-represented in this occupation.<br />
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The Marketing Campaign</h3>
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Of course, it’s all well and good having this great content in one place, but it’s pretty much worthless unless prospective students are able to find it. So, what steps have been taken to enable students to find this web content? <br />
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<tr><td style="text-align: center;"><span style="clear: right; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><a href="http://www.chester.ac.uk/" target="_blank"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjV7d7mPoPbH7YnKHJSsb_Xdhi5M4shsVYJnTOpe3kVJi59gP64ohwxeKlbfvF_GpJd_MlCJ2z4wlOGFSMI1FtNp4rWt5KV85u2oGoaK44BfzOcNqBKwxj_lQRhoEHmUjEeM229YIWDjvc5/s1600/TrainToTeachBlog%5B3%5D.jpg.png" height="223" width="400" /></a></span></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><a href="http://www.chester.ac.uk/" target="_blank">Website Homepage - Train To Teach Banner</a></td></tr>
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Well, firstly we wanted to make it easy to find from our homepage, so we created a homepage banner to help give this content more prominence there. However, with this banner on a shared carousel with other profile-raising banners, that alone wasn't going to be enough, so it was important to ensure this content could also be found through the search tool-bar on the homepage. This tool-bar has been a function of the corporate website that has been somewhat temperamental in recent years, but following some recent web updates, this is now much improved. Further to this, links to the ITE landing pages were also included from our teaching course pages.<br />
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<tr><td style="text-align: center;"><span style="clear: left; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><a href="http://websearch.chester.ac.uk/Pages/Search.aspx" target="_blank"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgBBz1IspDhTQgFKWW5n_DFpNWKaFqXnoXWKpVJUEMg8280vfp3z_IjDChTmmpM8xz8dMF71cahZE0s2vxQO7XIcQ9f6SG-myuXpLuWwJ11NElntYO1KO6Ia1b8EBzpzvypne8gxp2tmCMe/s1600/TrainToTeachBlog%5B4%5D.jpg.png" height="179" width="320" /></a></span></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><a href="http://websearch.chester.ac.uk/Pages/Search.aspx" target="_blank">Train To Teach Search Results</a></td></tr>
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With current undergraduate Level 6 students identified as a key target market, we then set about trying to raise the profile of teacher training with this group of prospects. Banner stands were produced and erected in areas across our campuses where there is a high volume of student traffic, and the <a href="https://portal.chester.ac.uk/Pages/Home.aspx" target="_blank"><span style="color: #cc0000;">University’s student portal pages</span></a> were used to display a leader-board banner advert for a number of weeks. This was then followed up with a HTML email to our recent graduates, our final year undergraduates and our prospects database.<br />
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<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgLVW_-NvBI9_AuozyrhxdvTCKd53xkrl3T_IMxajZuWltLu0fmIUzlvjG_sS_Dy3-vkwW5OHalTbD9JgIQhXQOcdfXSzAh2w8Kh62d4C7qkiPS-Q_07AwiBYGyhEVmN4fVaT6_7xAM2q5N/s1600/TrainToTeachBlog%5B5%5D.jpg.png" imageanchor="1" style="clear: right; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgLVW_-NvBI9_AuozyrhxdvTCKd53xkrl3T_IMxajZuWltLu0fmIUzlvjG_sS_Dy3-vkwW5OHalTbD9JgIQhXQOcdfXSzAh2w8Kh62d4C7qkiPS-Q_07AwiBYGyhEVmN4fVaT6_7xAM2q5N/s1600/TrainToTeachBlog%5B5%5D.jpg.png" height="200" width="191" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Train To Teach <br />
PPC Campaign</td></tr>
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A <a href="http://en.wikipedia.org/wiki/Pay_per_click" target="_blank"><span style="color: #cc0000;">Pay Per Click (PPC)</span></a> campaign has also been launched across a number of platforms to drive traffic to these web pages. By carefully selecting our targeting criteria, this online campaign has not only helped us to generate a number of new leads, but also encouraged our current leads to further engage with us.<br />
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<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgDnH0BtEqH3F7_VHA4vdNYO3hpRmPPZ5sw_VoMfpVtbE8ZiZeoAyhPKotAtxB07Un7Cm3ORGAcI7X28qFb-KPWGYNb_6hPm9iuNKmZ93o2EGIz0Oemxltv4bbkfHinDfZkfNe8I747jSkR/s1600/TrainToTeachBlog%5B6%5D.jpg.png" imageanchor="1" style="clear: left; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgDnH0BtEqH3F7_VHA4vdNYO3hpRmPPZ5sw_VoMfpVtbE8ZiZeoAyhPKotAtxB07Un7Cm3ORGAcI7X28qFb-KPWGYNb_6hPm9iuNKmZ93o2EGIz0Oemxltv4bbkfHinDfZkfNe8I747jSkR/s1600/TrainToTeachBlog%5B6%5D.jpg.png" height="196" width="200" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Train To Teach <br />
PPC Campaign</td></tr>
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The success of this campaign, across the various advertising platforms, will be measured based on the number of conversions from those who clicked onto our ads. A conversion, in this case, is somebody who has either <a href="http://www.chester.ac.uk/teach/register" target="_blank"><span style="color: #cc0000;">expressed an interest online</span></a> or <a href="http://www.chester.ac.uk/teach/events" target="_blank"><span style="color: #cc0000;">booked onto an Open Evening</span></a>. By looking at these conversion rates, we will be able to assess which platforms are working best for targeting prospective trainees.<br />
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Further Web Developments</h3>
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<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjnGs48oj1mFr05pIhibQFuKAN8FXX0QXMge7Li2CwUKeuMHmOXpk93hAaap244jmK1kV3VPqmAETY8353dX3uczdoDNHbS-1f5oVvUgj3kLwCcl1_M5JJuXP7sBkVoSurEgLzp-Ws21fK7/s1600/TrainToTeachBlog2015%5B7%5D.JPG" imageanchor="1" style="clear: left; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjnGs48oj1mFr05pIhibQFuKAN8FXX0QXMge7Li2CwUKeuMHmOXpk93hAaap244jmK1kV3VPqmAETY8353dX3uczdoDNHbS-1f5oVvUgj3kLwCcl1_M5JJuXP7sBkVoSurEgLzp-Ws21fK7/s1600/TrainToTeachBlog2015%5B7%5D.JPG" height="320" width="136" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Train To Teach Banner Stand</td></tr>
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However, despite all this, there is still further work to do, not least through the development of the University’s corporate website. With the majority of our users now accessing the website through mobile devices, there is currently a lot of work being done behind the scenes to create a <a href="http://en.wikipedia.org/wiki/Responsive_web_design" target="_blank"><span style="color: #cc0000;">mobile responsive website</span></a>. If you want to know more about this, contact our friendly Web Manager, Matt Jones, who’ll be able to explain how this is currently being developed and implemented across the whole site.<br />
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With a focus on creating web <a href="http://contentmarketinginstitute.com/what-is-content-marketing/" target="_blank"><span style="color: #cc0000;">content that is valuable and relevant so that it can ‘attract and retain a clearly-defined audience’</span></a>, we’ll also be looking to replicate the recent work completed on the ITE web pages across a number of other areas of the Faculty’s pages. This, of course, sounds like a very obvious and simple thing to do, but the layers of content that currently exist across the website means we have to think carefully about the navigation of our website and the content behind it. If we fail on either count, the likelihood is that the user will leave and look elsewhere.<br />
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Until the next communication,<br />
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AdamAdam Bodgerhttp://www.blogger.com/profile/16265389103575866090noreply@blogger.com0Chester, Chester, Cheshire West and Chester, UK53.193392 -2.893074999999953453.117285 -3.0544364999999534 53.269499 -2.7317134999999535tag:blogger.com,1999:blog-5633227877669512566.post-53892975319160084152014-12-17T07:21:00.000-08:002014-12-17T07:21:18.830-08:00Postgraduate Student Loans<br />
As you may be aware, George Osborne announced plans for <a href="http://www.timeshighereducation.co.uk/news/postgraduate-loans-of-10k-announced-by-george-osborne/2017368.article" target="_blank">postgraduate student loans for 2016</a> in his Autumn Statement. I have collated the main points of this announcement in a bid to help identify the: Who, what, when and how’s and the potential opportunities to the University and ‘young’ graduates; in addition to what implications this may have on our marketing and recruitment work.<br />
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<b>WHO, WHAT, WHEN AND HOW’S?</b></h3>
<b>Who?</b><br />
The proposed loans are for students under the age of 30, studying a postgraduate taught masters in any subject at an English university. It is predicted that this will benefit 40,000 students each year, and will bring an extra 10,000 students into postgraduate study.<br />
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<b>What?</b><br />
Loans will be available for up to £10,000 and will be for tuition fees and maintenance. Repayments rates are yet to be confirmed, but they will potentially be higher than undergraduate loan rates, but below commercial rates.<br />
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<b>When?</b><br />
The loans will be available from September 2016. Prior to this<span style="background-color: white;"> HEFCE w</span>ill allocate £50million to Higher Education Institutions (HEIs) to offer bursaries of £10,000 each on a match funded basis.<br />
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<b>How are they funded?</b><br />
Like their undergraduate counterparts, the postgraduate student loans will be funded by the Government through Student Finance England.<br />
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<b>How will they be repaid?</b><br />
The precise details are yet to be announced, but it is expected that postgraduate loan repayments will run concurrently with undergraduate loan repayments once graduates are earning above the £21,000 threshold.<br />
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<h3>
<b>WHAT OPPORTUNITIES WILL IT PROVIDE?</b></h3>
<b>Graduates</b><br />
1. Young graduates will have the opportunity to continue directly on to a taught Masters course without self-funding, taking out a commercial loan or searching for alternative forms of funding.<br />
2. Recent graduates in the early stages of their careers will have the chance to develop future career opportunities, without being tied to their employer through employer funding contracts, or more expense forms of funding.<br />
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<b>University of Chester</b><br />
1. This should be seen as good news for the University, as it will potentially allow us to increase pull through of our final year students and recent graduates.<br />
2. With a predicted 10,000 additional postgraduate students, we have an opportunity to increase our Masters’ student numbers.<br />
3. There is potentially an opportunity to target Welsh graduates; depending on whether the Welsh Government put in place a similar scheme to encourage studying Masters’ courses in Wales.<br />
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<h3>
<b>WHAT IMPLICATIONS WILL IT HAVE ON OUR MARKETING AND RECRUITMENT WORK?</b></h3>
Until the full details of the loan scheme is decided upon in early 2015 we will not know the true implications of the new loan scheme, but with the information currently available the following can be predicted as potential implications.<br />
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The most immediate and probably most important implication of the announced loans is the effect they will have on applications and enrolment for 2015 entry. Will it cause a dip in applications and enrolment for 2015? Or will there just be an increase in deferral from 2015 to 2016 entry? Either way, we need to make sure we do whatever we can to protect any potential fall in student numbers for 2015 by looking at alternative markets and focussing on conversion of all enquiries and applications we do get.<br />
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With the age limit on the proposed loans, we will potentially need to divide our target market into those under the age of 30 and those over 30. This may increase the complexity of our marketing messages, as the loans need to be a key message we communicate to our current students, recent graduates and enquirers that are eligible for the loan.<br />
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Once the full details are announced in 2015, we will be in a better position to prepare for any changes required; however until then, it is worth considering what the potential implications might be.<br />
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Steve Marrshttp://www.blogger.com/profile/03516835109021787757noreply@blogger.com0tag:blogger.com,1999:blog-5633227877669512566.post-29587579820176563042014-11-17T06:42:00.000-08:002014-11-17T06:45:20.553-08:00Email Marketing TipsEmail marketing is a key tool and is used throughout the student recruitment cycle. However it’s not as simple as just sending an email, there are lots of things to consider to ensure that people receive targeted emails that are relevant to them, we don’t just want to bombard people otherwise they will only ignore our emails.<br />
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To make sure that emails are sent to the correct people at the right time and contain useful content, there’s a useful acronym CRITICAL. I will explain what each of the letters stand for.<br />
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<b>C</b><br />
C stands for creative. Images are really powerful! There’s the old saying that a picture paints a thousand words and this really can be the case. So it’s really important when composing an email to really think about the image(s) you are using. Strong powerful images work best, if you’re not sure stand back from your computer and see if it stands out. Images can also lead users to calls to action (CTA). Users tend to follow where people are looking in photos e.g. if people are looking to the right in the photo, place your CTA on the right hand side.<br />
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<b>R</b><br />
R is for relevance. Think about who the target audience for your email is, does everybody on your CRM system need to receive it or is it only relevant to specific segment? If the answer is the latter make sure you segment your data so that only those who the email is relevant to, receive it. This helps to stop people being bombarded by emails, if you only send people emails that are relevant to them they will be more likely to open them.<br />
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<b>I</b><br />
The first I stands for integration. It’s important that email marketing isn’t carried out on its own but forms part of a wider marketing strategy. For example, if you are trying to promote a new course, a new web page is created, then an email can be created to send to prospective students who may be interested in the course with the CTA being to go to look at the new web page.<br />
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<b>T</b><br />
T is for timing. Look at when most people open your emails. Or if you use an email client such as Mailchimp it can automatically calculate the best time to send your email. However it is worth thinking about who your email is from, is it from the University in general or is it from a specific person? If the case is the latter, then you will need to make sure that email is scheduled to be sent during office hours, as otherwise it may look a bit suspect if it’s sent on a Sunday morning for instance.<br />
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<b>I</b><br />
The second I is for incentive. An incentive for people to open the emails links back to my earlier point with relevance. If people think the emails are relevant to them, then they are more likely to open them. It’s also important to think about your subject line, vague subject lines tend to mean fewer opens but less conversions e.g. people clicking on the CTA.<br />
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<b>C</b><br />
The second C is for copy. With people having such busy lives it’s important that copy is succinct and to the point. Users tend to scan web pages or emails in an F-shaped pattern. With this in mind, it is important that the first two paragraphs must state the most important information. Subheadings, paragraphs and bullet points should all start with information-carrying words whenever possible.<br />
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<br />
<b>A</b><br />
A is for attributes. Make sure when you use images in your email that you always provide alternative text, this means if for any reason the images can’t be displayed then the reader will have an understanding of what they should have seen.<br />
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<b>L</b><br />
Last but not least, L is for landing page. There’s a common misconception that the landing page is always your websites home page, however this is not the case. The landing page can be any relevant section of the website. However, the landing page must always relate to the email, so it will be clear to users why they have been directed to a particular page.<br />
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Overall the CRITICAL acronym provides a useful checklist when putting emails together. The acronym helps to ensure that emails are relevant to those that are receiving them, and that email marketing isn’t a standalone function but fits in with the wider marketing strategy.<br />
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Sarah Markilliehttp://www.blogger.com/profile/09624738578725333339noreply@blogger.com0tag:blogger.com,1999:blog-5633227877669512566.post-74821402557345872962014-10-27T02:31:00.000-07:002014-10-27T02:31:29.225-07:00Digital Marketing Top 10In July and September I had the opportunity to present my <a href="http://prezi.com/nyrwvbfveme-/digital-marketing-top-10/" target="_blank">'Digital Marketing Top 10'</a> to colleagues in MRA and at the wider Staff Conference. I recorded the first of these sessions and if you'd like to view it, it's available in the YouTube player below. Alternatively, if you'd like to skip through the presentation at your own pace (and without my ramblings) you can do so using the Prezi player.<br />
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Even just a few months later, some of it seems hopelessly out of date (Yes, we did get around to setting up an <a href="http://www.instagram.com/uochester" target="_blank">Instagram account</a>, and it's doing really well. Thanks to our <a href="http://www.chester.ac.uk/prospect-student-panel" target="_blank">Market Research</a> team for sorting that one out!). That said, I think it gives a pretty good idea of what's been keeping the Digital Marketing team busy in 2014.<br />
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I hope you find the presentation useful. If you have any questions or comments feel free to leave them below, email them to <a href="mailto:s.vure@chester.ac.uk">s.vure@chester.ac.uk</a> or tweet me <a href="http://twitter.com/shaivure" target="_blank">@shaivure</a>.<br />
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Shai Vurehttp://www.blogger.com/profile/06526897547636613825noreply@blogger.com0tag:blogger.com,1999:blog-5633227877669512566.post-50794684275470010602014-08-07T11:10:00.000-07:002014-08-07T15:40:45.058-07:00What is #mychesterstory?<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg8DSnrrS6777IEAJ6F2SGCIoZV46ehcn3JsV-r3Az8T0UgbSBLBWjZunL9AeQl_ysy_YCGtTEmcd8kNp37p9GSBLOGODTkwPxxqtoWJTj9E2NHV4CtMg06lfC6k7Fr1JB6y1Urbr9F5qnW/s1600/MyChesterStoryBlog2014%5B1%5D.JPG" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg8DSnrrS6777IEAJ6F2SGCIoZV46ehcn3JsV-r3Az8T0UgbSBLBWjZunL9AeQl_ysy_YCGtTEmcd8kNp37p9GSBLOGODTkwPxxqtoWJTj9E2NHV4CtMg06lfC6k7Fr1JB6y1Urbr9F5qnW/s1600/MyChesterStoryBlog2014%5B1%5D.JPG" height="228" width="320" /></a></div>
I recently wrote some blogs discussing <a href="http://chestermarketing.blogspot.co.uk/2013/12/engaging-university-brand-advocates.html" target="_blank"><span style="color: #cc0000;">the importance and value of student referrals</span></a> for enabling prospective students to gain an authentic view of the real student experience at Chester. It's these student experiences that enable our prospects to identify with the University in such a way that it allows them to envisage what it is really like to live and study at Chester. And it's our students' stories that help tell the story of our brand and consequently <a href="http://chestermarketing.blogspot.co.uk/2014/07/higher-education-marketing-with.html" target="_blank"><span style="color: #cc0000;">differentiate what we have to offer</span></a>.<br />
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It was with this in mind that my digital marketing friends (<a href="https://www.blogger.com/profile/06526897547636613825" target="_blank"><span style="color: #cc0000;">Shai Vure</span></a>; <a href="https://www.blogger.com/profile/09624738578725333339" target="_blank"><span style="color: #cc0000;">Sarah Markillie</span></a>) and I recently set about thinking about how we can harbour all the great feedback we frequently get via our social media networks at the same time as encouraging more of our prospects, students and alumni to share their experiences with us. With some deliberation with the wider marketing team, including Deputy Director,<span style="color: #cc0000;"> <a href="https://www.blogger.com/profile/02749477475657185086" target="_blank"><span style="color: #cc0000;">Ric Bengree</span></a></span>, a new social media hashtag was born: <a href="https://twitter.com/hashtag/mychesterstory" target="_blank"><span style="color: #cc0000;">#mychesterstory</span></a><br />
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So with the concept now conceived, what will happen next? Well, you might have already noticed that the hashtag was featured in <a href="https://www.youtube.com/watch?v=uMpwX1Vx0m8" target="_blank"><span style="color: #cc0000;">our latest student recruitment video</span></a>, recorded with these very objectives in mind. The next step now is to target those momentous university events, in particular Freshers' Week and our Graduation ceremonies, where our students are more than likely going to be proudly sharing their experiences via their social networks. And, in the 175th anniversary of the University, it's a campaign that can also be stretched out to our network of <a href="https://alumni.chester.ac.uk/Pages/Home.aspx" target="_blank"><span style="color: #cc0000;">alumni</span></a> contacts, enabling graduates from years gone by to reflect on their memories at Chester.<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEig790X9VlflGfVMS8oMtoERWHFyLjboXvtsYosSu3vk2HFYSBg6hp0TjLgEcEDkFsJnQFsy13Vj6vVz_ROVkn2TCnSfFyWd64Y0_rMCvoa64Q-IY805Fj0HOpmXUHHVXHgGHEW3Y55qX_w/s1600/MyChesterStoryBlog2014%5B2%5D.JPG" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEig790X9VlflGfVMS8oMtoERWHFyLjboXvtsYosSu3vk2HFYSBg6hp0TjLgEcEDkFsJnQFsy13Vj6vVz_ROVkn2TCnSfFyWd64Y0_rMCvoa64Q-IY805Fj0HOpmXUHHVXHgGHEW3Y55qX_w/s1600/MyChesterStoryBlog2014%5B2%5D.JPG" height="228" width="320" /></a></div>
However, this campaign isn't just about harnessing all these great experiences under one umbrella. It's also a means for allowing these stakeholders to engage with the University community, something we value very highly in MRA in order to help us attract and convert our applicants into enrolled students at the University of Chester.<br />
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By including #mychesterstory postcards in the Induction Pack, sent out to all our freshers in advance of Induction Week, we are hoping that these students will start to engage with this concept right from day one. Of course, we don't yet know what these students will be sharing with us, but whatever it is, it will be a piece of content that genuinely reflects the Chester student experience.<br />
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Until the next communication,<br />
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AdamAdam Bodgerhttp://www.blogger.com/profile/16265389103575866090noreply@blogger.com0Chester, Chester, Cheshire West and Chester, UK53.193392 -2.893074999999953453.117285 -3.0544364999999534 53.269499 -2.7317134999999535tag:blogger.com,1999:blog-5633227877669512566.post-11968541660596326362014-07-02T04:50:00.001-07:002022-12-18T13:42:59.408-08:00Higher Education Marketing with a Difference... Differentiation<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: left; margin-right: 1em; text-align: left;"><tbody>
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<tr><td class="tr-caption" style="text-align: center;"><b>Where shall I go to university?</b></td></tr>
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How do you differentiate one university over another? Ask any senior marketing professional in the Higher Education sector and they’ll recognise the importance of differentiating what their university has to offer over that of another. Yet the truth of the matter is that, as soon as you look past a university’s location, upon first glance many universities can appear to be very homogenous and indifferent from their rivals. Of course, universities are defined by the types of courses they deliver, but a prospective student will often know what course they want to study, so it then becomes a question of how to differentiate your university over those with a similar set of programmes.<br />
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As the HE landscape continues to evolve and students become a far more discerning set of consumers, HEI marketing professionals recognise the need to demonstrate the benefits of what makes their institution stand-out from the competition. And to do this, key performance indicators, such as satisfaction or employability levels, are often used as a means to highlight a good return on a student’s investment. Of course, this is very important to do and something the government has advocated, which is only too evident through the introduction of <a href="https://www.hefce.ac.uk/whatwedo/lt/publicinfo/kis/" target="_blank"><span style="color: #cc0000;">Key Information Sets</span></a>. But, if all universities are making similar claims, can they really be used as a means to differentiate? And besides, surely <a href="http://www.timeshighereducation.co.uk/news/more-data-can-lead-to-poor-student-choices-hefce-learns/2012410.article" target="_blank"><span style="color: #cc0000;">with so much data now available for prospects to sift through, this only leads to more confusion</span></a>?<br />
<h3>
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<h3>
Engagement</h3>
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Engagement is a word that I often use when meeting with colleagues across the University who are keen to ensure their course recruits to target. It’s a principle that I frequently blog about and an essential ingredient for allowing a prospect to begin to understand what the University can offer them. And it is only when a prospect is fully engaged with a university that they will they begin to appreciate the values and culture of that institution, the augmented benefits on offer and the nature of the student experience. And it’s these very factors that will contribute to differentiating a university. It’s the University’s brand.<br />
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<h3>
Setting the Scene</h3>
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However, we cannot expect engagement to happen right away. At the start of <a href="http://chestermarketing.blogspot.co.uk/2012/05/guide-to-conversion-engaging-and_14.html" target="_blank"><span style="color: #cc0000;">the buying decision making process</span></a>, our prospects will simply be weighing up their options. Numerous universities and their courses will be considered before they are reduced to a shortlist of five.<br />
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<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh8bLYDNMAgzA7qbPBNGzCh_Awcp2g51qr_qyH8fZqVr6jhQf1ywxUoUPLjIbXIujJf_jrfoKHwCYyPYEiK90B-HaExOWRgohz6ZY4raRQTzQPvUkWHEHfMzxw8O8kjJs9oYpvH6OB6fVDc/s1600/DifferentiationBlog2014%255B2%255D.png" style="clear: left; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh8bLYDNMAgzA7qbPBNGzCh_Awcp2g51qr_qyH8fZqVr6jhQf1ywxUoUPLjIbXIujJf_jrfoKHwCYyPYEiK90B-HaExOWRgohz6ZY4raRQTzQPvUkWHEHfMzxw8O8kjJs9oYpvH6OB6fVDc/s1600/DifferentiationBlog2014%255B2%255D.png" width="224" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><b>Setting the scene</b></td></tr>
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At this stage, to a prospective student many universities will appear to be much alike to others in their category. With the most evident differences being a university’s location and its courses, prospects will often assess the suitability of an institution based on these two factors alongside the entry criteria and occasionally the size of a university.<br />
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It’s our job, at this early phase of the recruitment cycle, to raise awareness of our university and paint an accurate picture of our institution; one that communicates our distinctive brand culture. As such, we set the scene to be played out throughout the rest of the recruitment cycle. Essentially, this makes it far easier for us to differentiate the University further into <a href="http://www.spa.ac.uk/documents/ApplicantExperience/Applicant_experience_(firstpublication).pdf" target="_blank"><span style="color: #cc0000;">the admissions funnel</span></a>; by which point, by virtue of their application, a prospect is likely to be a far more involved and engaged with the University. You can see evidence of this approach at the <a href="http://chestermarketing.blogspot.co.uk/2012/04/standing-out-from-crowd-welcome-to.html" target="_blank"><span style="color: #cc0000;">launch stage of our University of You campaign</span></a>, where we introduce prospects to the core values of our brand and describe what life at the University of Chester is really like.<br />
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<h3>
Emotional Persuasion and Tangibility</h3>
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<tr><td class="tr-caption" style="text-align: center;"><b>Will I fit in here?</b></td></tr>
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Of course, you can scream and shout all you want about how great your university is, but we mustn’t forget that prospective students aren’t solely making their decision based on hard facts and stats.<br />
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Deciding on where to go to university can often be an emotive decision. Ultimately, students don’t just choose a university based on quality-assurance factors that promise a good return on investment. They want to know about the real student experience and be able to identify with your brand in such a way that they can envisage themselves fitting into the culture of the institution.<br />
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This shows the importance of recruitment events, such as Open Days and Applicant Days, for enabling our prospects to experience what the University is really like. It assists them in attaining the answers to all kinds of lifestyle questions and gives them a taste of what it would be like to live, work and play at the University. All in all, the question is: “Will I fit in here?”<br />
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<tr><td style="text-align: center;"><span style="clear: left; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><a href="https://www.youtube.com/watch?v=uMpwX1Vx0m8" target="_blank"><img border="0" height="179" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi8rKSCyx_Gun9YKsJgscUFpLJwUCfJl6LqmtbCsJS7y47ZtRlNlfw4rsnZMqmvpFrbAfDltBfBWFmUbinFKRbi5R1tJqpOQwoV5sTm7O9pLxmrKzvQqNKqM82FovJ-9fxihxlJDGmDq3e9/s1600/DifferentiationBlog2014%255B5%255D.png" width="320" /></a></span></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><b><span style="color: black;"><a href="https://www.youtube.com/watch?v=uMpwX1Vx0m8" target="_blank">#mychesterstory</a></span></b></td></tr>
</tbody></table>
And by engaging in <a href="http://chestermarketing.blogspot.co.uk/2013/12/engaging-university-brand-advocates.html" target="_blank"><span style="color: #cc0000;">tactics that focus heavily on getting your students to describe their experience</span></a>, a prospect can begin to understand the nature of that institution and how it differs from the competition. With your brand defined by the student experience, by highlighting these experiences you will be telling the real story of the brand.<br />
<br />
<span id="goog_1479304063"></span><span id="goog_1479304064"></span>In effect, it’s this approach you can see demonstrated in <a href="https://www.youtube.com/watch?v=uMpwX1Vx0m8" target="_blank"><span style="color: #cc0000;">our latest student experience video</span></a>. Not only have we given the viewer a feel for what it is really like through the narrative of our students, but we have also encouraged them to take to social media and share their experience. Find out for yourself what Chester means to our students: <a href="https://twitter.com/hashtag/mychesterstory" target="_blank"><span style="color: #cc0000;">#mychesterstory</span></a><br />
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<h3>
Rational Persuasion and Added Value</h3>
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<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjlefY2-zGHpjuJUcAQuOx5fyYJU2cOWK4MIBTZS47avWZ4leUVzXxsQq1-XY8ENO63HuR1Q1WsDEJVMyxjcYQLSgzQav1_c9F_esxV7RCg9gCwnfnjm-XglAdu3nnTTBLTholR1zU0aKEl/s1600/DifferentiationBlog2014%255B6%255D.png" style="clear: left; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjlefY2-zGHpjuJUcAQuOx5fyYJU2cOWK4MIBTZS47avWZ4leUVzXxsQq1-XY8ENO63HuR1Q1WsDEJVMyxjcYQLSgzQav1_c9F_esxV7RCg9gCwnfnjm-XglAdu3nnTTBLTholR1zU0aKEl/s1600/DifferentiationBlog2014%255B6%255D.png" width="248" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><b>Is it right for me?</b></td></tr>
</tbody></table>
However, we must remember that choosing a university is a big decision; a commitment not just for the next three years but a decision that will brand a student for life.<br />
<br />
So, moving away from an emotionally persuasive approach to a more rational one, what else can we highlight at Chester as being different? Where does Chester demonstrate value for money and added value? How can we persuade a prospect that Chester is a sound investment?<br />
<br />
Well, our research tells us that when it comes to choosing a university, students will often look closer at the course. So, first and foremost, ensure your courses are providing modules that your students want to study. Consider how these modules can make your students more employable and whether they are distinctive. If professional accreditation is something that makes your course(s) stand out, ensure prospective students are aware of the value this endorsement provides them. If any investment has been made into course facilities and equipment, let your prospects know what this is. And also mention any outstanding field trips your course offers alongside study abroad opportunities and the University’s unique <i><a href="http://www.chester.ac.uk/wblu" target="_blank"><span style="color: #cc0000;">Work Based Learning</span></a></i> module.<br />
<br />
Finally, looking past the course, we mustn't forget the <a href="http://www.chester.ac.uk/news/2009/01/08" target="_blank"><span style="color: #cc0000;">exceptional student support and careers services</span></a> that Chester offers – in fact, they are world-class. With the anxieties of the prospect (and often their parents) at stake, this can go a long way to reassuring them that Chester is the right place for helping them succeed at their studies.<br />
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<h3>
One final point…</h3>
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If you were to describe the University of Chester to a student, I would imagine you might use words that depict an institution with multiple campuses primarily spread across a small, historic and picturesque city. Of course, based on the student experience on your particular set of courses, I’m sure we could all expand on this description or even alter it slightly. Nonetheless, whatever your description, it’s likely that you’ll eliminate just as many prospects from considering Chester as you’ll appeal to. But, as such, that is the point. Brand differentiation should define and position your courses in the sector so that those looking for this type of student experience are drawn in and engaged to find out more as they proceed into the admissions cycle.<br />
<br />
Until the next communication…<br />
<br />
AdamAdam Bodgerhttp://www.blogger.com/profile/16265389103575866090noreply@blogger.com0Chester, Cheshire West and Chester, UK53.193392 -2.893074999999953453.117285 -3.0544364999999534 53.269499 -2.7317134999999535tag:blogger.com,1999:blog-5633227877669512566.post-60896819396021546122014-05-21T05:24:00.000-07:002014-07-02T05:26:24.884-07:00New On-line Design Brief...The design brief is one of the essential parts of the design process. Starting a project without one is a bit like building a house without a blueprint. Although it may be possible to do, you may finish the house and then realize that you should have put the front door somewhere else!<br />
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<h3>
So, what is a design brief?</h3>
<br />
A design brief is a document outlining the business objectives and design strategies for a project. It gets the design wheels rolling and helps us to think strategically about design solutions. It also encourages the client (you) to process and clarify what you need from a project, who the target audience is, and who the key stake-holders are.<br />
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<h3>
How does a design brief relate to a marketing plan?</h3>
<br />
You could think of a marketing plan as the set of rules that direct your marketing activities. The marketing plan is simply a way to focus on one or more marketing objectives.<br />
<br />
A successful design brief will inevitably be informed by your marketing plan. For example, if one of the objectives in your marketing plan is to target a specific age-group, this should be stated in your design brief. We can then use this information to propose design ideas that are coherent with your marketing plan.<br />
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<h3>
<a name='more'></a>Which projects require a design brief?</h3>
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Ninety five percent of the time, completing a design brief is well worth it. Even if the project is not complex, thinking through some of the tough questions helps bring clarity and focus to it.<br />
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Ultimately, a design brief is a shared responsibility. Designs can only be as good as the brief they are derived from, so it’s in all parties interests to work from a well thought out starting point. So, take the time to create a design brief and remember…every minute invested in the brief is equal to several minutes saved in tweaking or re-working things later.<br />
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<h3>
<span style="font-family: inherit; font-size: small;"></span>What does our design brief look like?</h3>
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Design briefs can take on various forms. We will be providing a web-based format that can be used as a tool for creating/submitting a project request. Here are a few qualities that our on-line brief will contain:<br />
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Easy to <i>read</i> – content subdivided into various sections with clearly-defined headings<br />
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Easy to <i>complete</i> – intuitively laid out helping you to submit information easily and quickly<br />
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Easy to <i>share</i> – created in a way that it can be sent electronically to others collaborating on the project<br />
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<h3>
What content should you include?</h3>
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There are many valid opinions out there about what should go in a brief and how it should be organised. Below are the components we think are important, and will be included in our on-line brief:<br />
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- Your contact details<br />
- Project name with short description<br />
- Project goals and objectives<br />
- Target audience<br />
- Content you are providing the designer with (text, photos, diagrams, logos etc.)<br />
- Project specifications and format<br />
- Deadline<br />
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</span><br />
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<h3>
What happens after the design brief is presented?</h3>
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When you complete your on-line design brief, give us a bit of time to look over the details. We may have questions or suggestions for improvement. Although it is not always possible to work out all the details at the early stage, it is important that we both have a brief that we understand.<br />
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<h3>
How can you make good use of the brief?</h3>
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So, we’ve received your design brief and read through it…what next? The design brief serves as a guide throughout the course of the project, and work will begin according to the information supplied within it. It’s important that this document can be referred to during the process of initial design, right the way through to the completed print document or published web content. The design brief is the skeleton that we put the flesh on and give life to.<br />
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<h3>
So help us to help you!</h3>
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Our goal is to provide targeted print/web based design solutions that bring success to the University of Chester. A few minutes of time spent completing an on-line brief will go a long way in helping us gain insight into your marketing strategy, and provide those effective and creative design solutions we’ve talked about.<br />
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The on-line briefing template will be available through our Portal pages in the coming weeks, we'll keep you posted.Stuart Granthttp://www.blogger.com/profile/17653671095188396578noreply@blogger.com0tag:blogger.com,1999:blog-5633227877669512566.post-69561934015284512062014-05-12T08:14:00.000-07:002014-07-02T05:05:01.491-07:00Campus Tours: Where, When and Why?With the 2014 Applicant Day cycle now over (*collective sigh of relief*), I thought it would be a good time to mention our campus tour provision at the Chester and Warrington campuses.<br />
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<h3>
Applicant Days – done!</h3>
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The Applicant Days have seen upwards of 2,500 applicants - plus associated parents / siblings / friends / partners / babies - pass through our doors over the last few months. An increase of around 10% on last year’s Applicant Day attendance, this is a great outcome for making our offer more tangible to those applicants who visit us. We know that conversion rates are significantly higher for people who have attended Applicant Days, and <span style="color: #cc0000;"><a href="http://www.hefce.ac.uk/pubs/rereports/year/2014/infoadvisory/" target="_blank"><span style="color: #cc0000;">research</span></a> </span>shows that, however much applicants research into their chosen courses and institutions, the final choice ultimately comes down to whether or not a university ‘feels right’.<br />
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<h3>
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjrMeTcF64DkEpXtiIOjpAhWGnClq6aqnTPDuLqsXXJIkN6O9PS9I6m73lD-OmN1fxt4fEf_54_s5rGwAyUQ8SWTbNCnUYT7rB2Fo3P6iPrupkLgk_TY3SR3O_Vl_qGNF2ueiHUO90uW3k/s1600/WE'RE+OPEN+SIGN.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjrMeTcF64DkEpXtiIOjpAhWGnClq6aqnTPDuLqsXXJIkN6O9PS9I6m73lD-OmN1fxt4fEf_54_s5rGwAyUQ8SWTbNCnUYT7rB2Fo3P6iPrupkLgk_TY3SR3O_Vl_qGNF2ueiHUO90uW3k/s1600/WE'RE+OPEN+SIGN.jpg" /></a>Getting a feel for the place </h3>
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Providing opportunities to visit the University is therefore a really important part of recruiting students, and booking onto Open Days and Applicant Days is a<span style="color: purple;"> </span><a href="http://www.marketingterms.com/dictionary/call_to_action/" target="_blank"><span style="background-color: white; color: #cc0000;">key call to action</span></a> in much of our communications with applicants throughout the recruitment cycle.<br />
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Despite encouraging attendance at recruitment events, there will always be people who have missed or not been able to attend Open Days and Applicant Days, as well as those who apply late, or are simply slightly disorganised...<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiSrjpRvTm46DYNRuic7QhRVIy2WxQbiSLmrGVosMSq7gZhdvZhTq83QuxOvnbdHKP0XnGjnz7zrdF3rT3TeXI_5I20unxr_DSwNvpTOiO9Ft3t99khOV8OYo33Mf6j87effouR4TFQIfI/s1600/Campus+Tour+sign+-+orange.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiSrjpRvTm46DYNRuic7QhRVIy2WxQbiSLmrGVosMSq7gZhdvZhTq83QuxOvnbdHKP0XnGjnz7zrdF3rT3TeXI_5I20unxr_DSwNvpTOiO9Ft3t99khOV8OYo33Mf6j87effouR4TFQIfI/s1600/Campus+Tour+sign+-+orange.jpg" height="197" width="200" /></a>Guided Campus Tours</h3>
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For these applicants, we offer campus tours of the Chester and Warrington campuses. These are led by Marketing staff, offering a tour of the main facilities at each campus and an overview of services offered to students, lasting around one hour max.<br />
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The tours take place on Monday, Wednesday and Friday afternoons (2.30pm on Mon and Wed and 2pm on Fri) and applicants can <a href="http://www.chester.ac.uk/campustour" target="_blank"><span style="background-color: white; color: #cc0000;">book their place online</span></a><span style="background-color: white; color: purple;">.</span> At the time of booking, we advise that a departmental visit is not part of the tour, and visitors would need to contact departments directly if they wish to make an information or meeting request. If departments are able to accommodate this, it is obviously of great benefit to the applicant’s understanding and impression of the programme they have applied for.<br />
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We hope that the structured days and times of campus tours will allow departments to know when to expect meeting requests, which we may see increasing slightly now the Applicant Days are over.<br />
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If anyone has any questions, please get in touch with me or a member of the team.<br />
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AnnaAnna Longhttp://www.blogger.com/profile/07412976751227570586noreply@blogger.com0tag:blogger.com,1999:blog-5633227877669512566.post-68980578300784211062014-04-01T12:52:00.000-07:002014-04-01T12:52:22.280-07:00Adding Value for our Applicants - Newsletters 2014<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhvs15a5njB6KHqnFcFJeRGIweUkB9W9cZ-HwhxdApn52B3u7Zu86PwIhTrvi0fNa3ZLGLypGaNe5VoFxBhdN1YKHskDb2BTzdAPS2chD4hL66QqcBKqMF9L9t13KW8ZF5iBevNBKQe-wQV/s1600/cmp.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhvs15a5njB6KHqnFcFJeRGIweUkB9W9cZ-HwhxdApn52B3u7Zu86PwIhTrvi0fNa3ZLGLypGaNe5VoFxBhdN1YKHskDb2BTzdAPS2chD4hL66QqcBKqMF9L9t13KW8ZF5iBevNBKQe-wQV/s1600/cmp.jpg" height="400" width="220" /></a></div>
The January - May decision making period (or <a href="http://chestermarketing.blogspot.co.uk/2012/05/guide-to-conversion-engaging-and_14.html" target="_blank">Stage Two</a> as we like to call it) of the Undergraduate recruitment cycle is of crucial importance to us all. At this time, an applicant will have applied to up to five institutions, each with their own marketing and recruitment teams doing their best to demonstrate why their university is the right choice for them.<br />
<a name='more'></a><br />
In addition to our <a href="http://chestermarketing.blogspot.co.uk/2014/02/applicant-day-checklist.html" target="_blank">Applicant Days</a>, <a href="http://chestermarketing.blogspot.co.uk/2014/03/2015-undergraduate-prospectus-whats.html" target="_blank">Prospectus</a>, <a href="http://www.chester.ac.uk/you" target="_blank">Website</a>, <a href="http://chestermarketing.blogspot.co.uk/2013/07/departmental-facebook-twitter.html" target="_blank">Social Media</a> and other literature, how else can we show an applicant the benefits of studying with us, in a meaningful, tangible way? This is why we created our series of <a href="http://www.chester.ac.uk/newsletters2014" target="_blank">applicant email newsletters</a>, which began in 2012 and have gathered momentum through 2013 and 2014.<br />
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The idea is really simple. We get in touch with each subject area and ask them to send us four stories that demonstrate to an applicant what it's really like to study on the course. We're not looking for glossy marketing copy, statistics or buzzwords, just an honest reflection of what a student can expect from the course. Examples we've seen that work really well are:<br />
<br />
<ul>
<li>Field visits</li>
<li>Graduate profiles</li>
<li>Work experience placements</li>
<li>Guest speakers</li>
<li>Conferences</li>
<li>Awards / other success stories</li>
<li>Staff profiles</li>
<li>Building projects / new facilities</li>
<li>Links to social networks</li>
</ul>
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Real life examples like these can give an applicant a good idea of what it's like to study your course, beyond the more general information they can find on the website or in the prospectus. This could well be the differentiating factor between them choosing your course or going elsewhere. The newsletters are highly visual, so any photos, graphics or videos you can provide are very much appreciated. </div>
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<b>> You can read all of the newsletters from the 2014 campaign in our <a href="http://www.chester.ac.uk/newsletters2014" target="_blank">online archive.</a></b></div>
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</h3>
<h3>
Other interesting facts about the email newsletters:</h3>
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<ul>
<li>Through data provided by our email provider, Mailchimp, we know that 80% of our applicants read emails on a mobile device, so we design them with <a href="http://chestermarketing.blogspot.co.uk/2013/01/avoid-getting-spam-on-your-phablet-or.html" target="_blank">accessibility in mind</a>. This includes using responsive layouts, images that scale for mobile devices and high resolution displays, and clear calls to action and buttons.</li>
</ul>
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<ul>
<li>For the first time this year, we shared each subject newsletter on Facebook, Twitter and Google Plus. Using trackable links, we were able to see that for every person that received and read the email, another two read it on social networks. This is a great opportunity to tell a wider audience about the exciting work that our academic departments are doing.</li>
</ul>
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<ul>
<li>Using advanced reporting capabilities, we can see which applicants opened your email, how many times and which stories they were most interested in. This is an opportunity to send some follow up information to your most engaged applicants, or see which sorts of stories they tend to be most interested in to refine your next newsletter.</li>
</ul>
<div>
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We were really pleased with the response to the newsletter campaign this year, and would love to see even more contributions going forward. If you would like more information about how your subject newsletter performed this year, or are interested in sending any follow up stories to your applicants, just get in touch with me.</div>
Shai Vurehttp://www.blogger.com/profile/06526897547636613825noreply@blogger.com0tag:blogger.com,1999:blog-5633227877669512566.post-79146998640119008322014-03-20T09:08:00.002-07:002014-07-02T05:06:02.006-07:00Our 2015 Undergraduate Prospectus - what's changed?<h2>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiWkSy7Hkz3-gEQfKbEXU4a__oTLlM8h7xu4WWKO8BN4IJgFIFHgeyG6Ue4Yw9Rz58vRGetiMNJ4bkprSt4xwy221mnxWl5zmlv8O8-Z0EZo5VilnySJ0hqi-HvAs8CjqkdKNnhuxEKtBw/s1600/cover.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiWkSy7Hkz3-gEQfKbEXU4a__oTLlM8h7xu4WWKO8BN4IJgFIFHgeyG6Ue4Yw9Rz58vRGetiMNJ4bkprSt4xwy221mnxWl5zmlv8O8-Z0EZo5VilnySJ0hqi-HvAs8CjqkdKNnhuxEKtBw/s1600/cover.jpg" height="320" width="224" /></a>To give you a bit of background, the whole process of <a href="http://chestermarketing.blogspot.co.uk/2013/03/prospectuses-prospectuses.html#more"><span style="color: #cc0000;">producing a prospectus</span></a> (re-writing, editing, image selection, designing, proofing and printing) generally takes 4-6 months from start to finish, with the Undergraduate prospectus being produced between the months of October and February and the Postgraduate prospectus between the months of March and August.<br />
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In the months running up to the project we are busy collecting ideas, feedback and researching the direction we would like to head in. We have to work 18 months ahead to cater for our stakeholders (prospective students, parents, teachers, careers services etc) as this is when they would typically start their research - so last month (February 2014) the 2015 Undergraduate prospectus was completed for students thinking about starting uni in September 2015.<br />
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The University's positioning in the HE sector has changed in recent years and the prospectus along with the rest of our marketing collateral needs to reflect that. For the previous year's prospectus (2014) we focused on streamlining the content and reorganising the structure slightly to make it more user friendly. This year we focused on imagery. We organised a weeks professional photography to capture our students going about their daily lives, studying, socialising, working out, shopping. We were keen to not just showcase the facilities we have but to show how students use these facilities in their day to day lives. It all needed to be more 'human'. We took new photos of students relaxing in the comfort of their own rooms, enjoying a catch up with their friends in the local pub, heading off to lectures and visiting the many support services we have to offer. We captured students in their study environment, heading from one lecture to another. And the list goes on...<br />
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We hope you like the 2015 Undergraduate Prospectus as much as we do. Initial feedback from prospective students at the HE Fairs has been really positive and we're confident that we're getting closer and closer to producing a document that gives a prospective student an honest and complete idea of what it's like to study at the University of Chester.Sarah Steelehttp://www.blogger.com/profile/16006751587687226856noreply@blogger.com0tag:blogger.com,1999:blog-5633227877669512566.post-30630272793115897302014-03-04T09:39:00.000-08:002014-03-05T09:11:42.920-08:00Marketing as Mad as the March Hare<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhkblNAbadByxJEENHwv6hRn74rbxA6MRCpaAcD6C8Dlreja0ZLo2viIGoWJcAfglAcsxD98QcMgrPURyXFzH4Hb3TSpk8vzDmEijSDkqScG7nb_1JuUuUbEGA2bZln-ZkI-RWm2dIHDSBP/s1600/MarchMarketingBlog2014.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhkblNAbadByxJEENHwv6hRn74rbxA6MRCpaAcD6C8Dlreja0ZLo2viIGoWJcAfglAcsxD98QcMgrPURyXFzH4Hb3TSpk8vzDmEijSDkqScG7nb_1JuUuUbEGA2bZln-ZkI-RWm2dIHDSBP/s1600/MarchMarketingBlog2014.png" height="320" width="214" /></a></div>
At this time of the year, some of my marketing colleagues can appear to be a little reclusive. A sighting of them can be a rare privilege and when you do spot them, they can appear to be in a bit of a frenzy, rushing from one place to another. So what exactly is it that makes them behave like this, particularly at this time of the year? This short blog will clear up the reason for this elusive behaviour and explain why this might be of interest to you if you’re thinking ahead to the next recruitment cycle.<br />
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Hare, There and Everywhere...</h3>
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The first week of March sees the start of our recruitment drive for September 2015. Whilst 2015 may seem a long way off, the next few months will see the Marketing team clocking up the miles as they travel the length and breadth of the country generating further interest in the University's provision of <a href="http://www.chester.ac.uk/course-finder/undergraduate" target="_blank"><span style="color: #cc0000;"><b>undergraduate courses</b></span></a>. <br />
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Our cycle of UCAS <a href="http://chestermarketing.blogspot.co.uk/2012/05/all-fun-of-he-fair.html" target="_blank"><span style="color: #cc0000;"><b>Higher Education Fairs</b></span></a> begins on March 5th with a trip across the Irish Sea to Belfast and ends on July 4th with us heading south on the M6 to the University of Birmingham. In between, representatives of the University will have attended recruitment fairs as far as Cumbria and Tyneside in the North, and Kent and Cornwall in the South.<br />
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And all this, of course, should set us up nicely for our Spring <a href="http://chestermarketing.blogspot.co.uk/2012/07/what-difference-day-makes.html" target="_blank"><span style="color: #cc0000;"><b>Open Day</b></span></a> on Saturday 7th June 2014. In the meantime, you might like to ensure you are doing the upmost to develop any course leads that may have been generated either on the road or from a prospectus request. Make sure you contact MRA for further details for how you can access our database of course leads.<br />
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...but what about the tortoise? </h3>
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Of course, we all know the story of the hare and the tortoise, and that, despite how far ahead we might seem, we should never rest on our laurels. We must remember that, whilst March sees the start of the 2015 recruitment cycle, it's also a critical time of the year for our 2014 recruitment cycle. <br />
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With the majority of our applicants in the midst of deciding on their Firm and Insurance choices, now is the time to reach out and engage with these applicants also. This does, of course, highlight the significance of our <a href="http://chestermarketing.blogspot.co.uk/2014/02/applicant-day-checklist.html" target="_blank"><span style="color: #cc0000;"><b>Applicant Days</b></span></a> but the importance of<a href="http://chestermarketing.blogspot.co.uk/2012/05/guide-to-conversion-engaging-and_14.html" target="_blank"> <b><span style="color: #cc0000;">engaging with applicants throughout the entire recruitment process</span></b></a> should also not be underestimated. Again, speak to MRA for tips and advice for how best to sustain and develop your relationship with your applicants. And, if you haven’t already done so, there is still time to submit your stories for your <a href="http://chestermarketing.blogspot.co.uk/2012/12/read-all-about-it.html" target="_blank"><b><span style="color: #cc0000;">course e-newsletters</span></b></a>.<br />
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Until my next hare-brained idea...<br />
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AdamAdam Bodgerhttp://www.blogger.com/profile/16265389103575866090noreply@blogger.com0Chester, Cheshire West and Chester, UK53.193392 -2.893074999999953453.117285 -3.0544364999999534 53.269499 -2.7317134999999535tag:blogger.com,1999:blog-5633227877669512566.post-22893157094008474792014-02-13T07:27:00.001-08:002014-02-14T01:13:20.551-08:00Applicant Day Checklist<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjEGfaxtTZgvoSlQrN0eDcX8iKO7boxm3AaC29cCKvjoO7SbfahDCPAfjF7DhgTyp1UV4W8lhvfa4SgZLwQ4QT844NZYcjhitayTeaUciOzWFwK5TktPt4TRXC10BikVwJH850fZHxvRxsL/s1600/ApplicantDayChecklistBlog2014%5B1a%5D.JPG" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjEGfaxtTZgvoSlQrN0eDcX8iKO7boxm3AaC29cCKvjoO7SbfahDCPAfjF7DhgTyp1UV4W8lhvfa4SgZLwQ4QT844NZYcjhitayTeaUciOzWFwK5TktPt4TRXC10BikVwJH850fZHxvRxsL/s1600/ApplicantDayChecklistBlog2014%5B1a%5D.JPG" height="320" width="304" /></a></div>
With the <a href="http://www.chester.ac.uk/applicantdays" target="_blank"><span style="color: #cc0000;"><b>University's Applicant Days</b></span></a> now in full swing, I thought now might be an apt time to blog about how to get the most out of these days and ensure you maximise your chances of conversion. As with most blogs that I write, the core theme here will be centred on the premise of building a meaningful relationship with your attendees and leaving them with a lasting impression. I'm sure you'll agree that the tips contained within this blog are nothing ground-breaking, but perhaps instead more of a useful checklist for running successful subject sessions on an Applicant Day.<br />
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Add Value</h3>
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First and foremost, ensure you get the basics right and remember that our applicants will be using this day as a means for judging whether Chester is right or not for them. Consider how best to deliver a dynamic and engaging session at the same time as ensuring that the applicant finds out everything they need to about your subject. And consider aspects of your programme where there is added value to ensure your course stands out from the competition. For instance, you might want to highlight how our <a href="http://www.chester.ac.uk/wblu" target="_blank"><span style="color: #cc0000;"><b>work based learning module</b></span></a> enables our students to gain invaluable experience in their chosen profession prior to graduating; a great employability message that demonstrates a good return on our students' investment.<br />
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Adapt Content</h3>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhFkxGxi8pUlDIyRcjAnrmdjDzyZ7m_bMu_BLlIVQuVqRwFMR3qfxMKUfGZNVVri_ttD8jEkegMU2SqEojJurqi9w3kPV9lOwV8Ci8Vsp0IuTExoP9hcqTHzZg7yLhgRO99PM_mXoY-jbHs/s1600/ApplicantDayChecklistBlog2014%255B3a%255D.JPG" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhFkxGxi8pUlDIyRcjAnrmdjDzyZ7m_bMu_BLlIVQuVqRwFMR3qfxMKUfGZNVVri_ttD8jEkegMU2SqEojJurqi9w3kPV9lOwV8Ci8Vsp0IuTExoP9hcqTHzZg7yLhgRO99PM_mXoY-jbHs/s1600/ApplicantDayChecklistBlog2014%255B3a%255D.JPG" height="200" width="189" /></a></div>
For some of our applicants, the role of an Applicant Day is a little like the second viewing of a house to a prospective buyer. If an applicant has previously visited us on an <a href="http://chestermarketing.blogspot.co.uk/2013/10/another-open-day-another-blog.html" target="_blank"><b><span style="color: #cc0000;">Open Day</span></b></a>, their second visit following an application will be a means for them to check the more practical aspects of the course; the nitty-gritty of what it will actually be like to be a student at Chester. For this reason, it is worth adapting your session from the one you may have delivered on the Open Day. Not only will an applicant not want to sit through the same session again, but their requirements for the session may be different. By this stage of the <a href="http://chestermarketing.blogspot.co.uk/2012/05/guide-to-conversion-engaging-and_14.html" target="_blank"><span style="color: #cc0000;"><b>decision making process</b></span></a>, an applicant is likely to have already done a certain amount of research on the University and your course.<br />
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Make it Tangible</h3>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh4Q7Dg2SzW1N_xoPVPaw9yPf9fS4XsDGsNasFvnq8zOfeVO7MTTxx_xmywgwI0ZKMSMO2YIgL6jZ3_WWDesTrna7F2xNygzxrdWvNZFaEvgo4L6SaBncg-T9oNx-PLKfMHH2UkLZG6-tFM/s1600/ApplicantDayChecklistBlog2014%5B4a%5D.JPG" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh4Q7Dg2SzW1N_xoPVPaw9yPf9fS4XsDGsNasFvnq8zOfeVO7MTTxx_xmywgwI0ZKMSMO2YIgL6jZ3_WWDesTrna7F2xNygzxrdWvNZFaEvgo4L6SaBncg-T9oNx-PLKfMHH2UkLZG6-tFM/s1600/ApplicantDayChecklistBlog2014%5B4a%5D.JPG" height="200" width="189" /></a>Applicants will want to see where their subject will be taught and the facilities that they will have at their disposal. Therefore, ensure our applicants have the opportunity to see your facilities and, if possible, allow them to 'have a go'. As such, you could compare this to test driving a car, where the customer has already heard about all the capabilities of the vehicle that they're considering buying; now they want to get behind the wheel and feel what it's like to drive.<br />
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Create a Good First Impression and Be Accessible</h3>
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They always say first impressions count, so consider the best way of making applicants and their guests feel welcome. This could be something as simple as offering your guests some free refreshments in your session.<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjXF9afHf_dV4iUcC6CaaNKEij1yhBYmkvBo0eU8ALDpwrCJo4XdJSEWi5L260mPugjSUu4LW-o1Ck7kahsNUGx1eYhwfC8sNbn_ZXmaBpK1vcD0gYpwm4vjX5jTEeopy0W_2h6HYKZUMee/s1600/ApplicantDayChecklistBlog2014%255B5a%255D.JPG" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjXF9afHf_dV4iUcC6CaaNKEij1yhBYmkvBo0eU8ALDpwrCJo4XdJSEWi5L260mPugjSUu4LW-o1Ck7kahsNUGx1eYhwfC8sNbn_ZXmaBpK1vcD0gYpwm4vjX5jTEeopy0W_2h6HYKZUMee/s1600/ApplicantDayChecklistBlog2014%255B5a%255D.JPG" height="200" width="190" /></a>Our event based surveys tell us that our visitors appreciate the personal touch so, if possible, allow some time to get to know your applicants, take an interest in their background and ensure they have an opportunity to ask questions. Of course, if you have a large group to attend to, the ability to be able to do this effectively may be a little trickier to achieve. But please don't let this be a barrier. My advice would be to make yourself accessible outside the constraints of your subject session and invite your applicants (and their guests) to return later for a consultation on a one-to-one basis.<br />
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Engage Student Advocates</h3>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjqqz-36xPoTZ96WVVCzq1BpoThzGz53lHe-n8umPkyqCPH-8QJJSafPfMUSMN5GN2p8XoOkPiC_6Q7KlINw8zIOqFtv-ZvbRRg64PShdWwDWrDS5zt9buh7ahHgbPKVmk4bAlK2nK_gUT1/s1600/ApplicantDayChecklistBlog2014%255B6a%255D.JPG" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjqqz-36xPoTZ96WVVCzq1BpoThzGz53lHe-n8umPkyqCPH-8QJJSafPfMUSMN5GN2p8XoOkPiC_6Q7KlINw8zIOqFtv-ZvbRRg64PShdWwDWrDS5zt9buh7ahHgbPKVmk4bAlK2nK_gUT1/s1600/ApplicantDayChecklistBlog2014%255B6a%255D.JPG" height="200" width="188" /></a></div>
In a previous blog, I wrote about <a href="http://chestermarketing.blogspot.co.uk/2013/12/engaging-university-brand-advocates.html" target="_blank"><b><span style="color: #cc0000;">the importance of student referrals</span></b></a> as a trusted source for further information on your course and a means for portraying the real student experience. Therefore, ensure you involve some of your students in your sessions and encourage your applicants to ask them questions.<br />
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Leave a Lasting Impression</h3>
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Similar to creating a good first impression, you should also try to leave your applicants with a lasting impression. Of course, we hope this will happen as a matter of course by virtue of executing all the above points. But it might be worth considering giving your applicants something tangible to take away with them as a reminder of the day and, more importantly, the University and your course.<br />
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A regular anxiety I hear from staff is that the frequency of Applicant Days dilutes applicant numbers attending your sessions, making it more difficult to create a good impression. It was one of the common themes of our recent staff survey and something we are looking at very closely in MRA. The obvious concern here is the perception of our visitors when they visit a department with very few other applicants in attendance. However, it's worth noting that Applicant Days do create a positive spike in our conversion rates and our feedback tells us that, on the whole, our applicants gain a favourable impression of the University.<br />
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If you are hosting a subject session with a small group, this should really be turned into a competitive advantage as this will allow you to be able to deliver a session where you are more accessible to the applicant. <br />
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And if you are able to engage on a more personal level, why not make an impression on an applicant by doing something as simple as handing them your business card? Not only will this demonstrate that you are happy to be contacted following the Applicant Day, but it may also impress on the applicant that you are particularly interested in them as an individual and that you're keen for them to become a student on your course.<br />
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Follow Up</h3>
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And, of course, this should really go without saying, but always follow up on any interest you get before, during and after an Applicant Day. Essentially, how we engage with our applicants can have a massive influence on how successful we are at converting applications into enrolments.<br />
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Here to help...</h3>
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I hope you've found this blog to be of some use and interest. If you'd like to read more on how to run <a href="http://chestermarketing.blogspot.co.uk/2012/12/applicant-days-successful-subject.html" target="_blank"><b><span style="color: #cc0000;">successful subject sessions at an Applicant Day</span></b></a>, you might like to also read Anna's blog from last year. Alternatively, for further advice and guidance, please don't hesitate to get in touch.<br />
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Until the next communication...<br />
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AdamAdam Bodgerhttp://www.blogger.com/profile/16265389103575866090noreply@blogger.com0Chester, Cheshire West and Chester, UK53.193392 -2.893074999999953453.117285 -3.0544364999999534 53.269499 -2.7317134999999535tag:blogger.com,1999:blog-5633227877669512566.post-18072287023875811862013-12-17T03:25:00.000-08:002013-12-17T03:57:34.168-08:00Engaging University Brand Advocates<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjLcMH7gAETXy2WTjBqQB0vr8Ul1mdC4cIBMcO6oZc0OwOs4-mXPDY4udAxWX0ngyVA7QaktrG5GUBqsbBDJ8k3yMtRk4_G0RsX6UaGXuWhv8FeISDPGrqGDXCOkB7MGDBIVY1z4ShMUSbQ/s1600/CustomerReferralBlog2013%5B1b%5D.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="294" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjLcMH7gAETXy2WTjBqQB0vr8Ul1mdC4cIBMcO6oZc0OwOs4-mXPDY4udAxWX0ngyVA7QaktrG5GUBqsbBDJ8k3yMtRk4_G0RsX6UaGXuWhv8FeISDPGrqGDXCOkB7MGDBIVY1z4ShMUSbQ/s320/CustomerReferralBlog2013%5B1b%5D.jpg" width="320" /></a></div>
In a service-led industry, such as higher education, customer referrals have a very important role to play in enhancing the reputation and value added aspects of the brand. Therefore, with this in mind, it is important that we do what we can to encourage positive feedback from students and staff alike. <br />
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Of course, in order to do this, first and foremost we need to be doing the basics right: provision of a quality service that adds value to the end user, all delivered with a good dose of customer care. Failure to do this will ultimately result in poor customer satisfaction and the rest will be history. However, if you get this right, then you’re likely to achieve high levels of customer satisfaction and be in a prime position to strategize on how to turn this into a means to market your course.<br />
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In marketing circles, this is often referred to as referral marketing or <a href="http://www.youtube.com/watch?v=Fz22PfPxoXI" target="_blank"><span style="color: #cc0000;">word of mouth</span></a>. It’s a cost effective means to promoting your course(s) to new group of prospects. And, whilst this can often happen spontaneously, you can <a href="http://www.marketingweek.co.uk/trends/the-new-word-of-mouth/4003281.article" target="_blank"><span style="color: #cc0000;">influence this by adopting appropriate strategies</span></a>. <br />
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<h3>
<a name='more'></a>The Importance of Referrals</h3>
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So, what are the benefits of adopting your students as brand advocates for the university? Here are my top reasons for engaging your students in the marketing of your course(s).<br />
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<h3>
<span style="color: #cc0000;">1. Student Experience</span></h3>
<br />
Like it or not, you may have all the expertise required to answer all the questions of a prospective student, but you still won’t be able to give an accurate account of the student experience on your course. Naturally, you may have a good idea of what the student experience is like, but only your current students can give a true representation of the actual experience. You are not the consumer of your course; you are the provider. <br />
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<h3>
<span style="color: #cc0000;">2. Trustworthy Source</span></h3>
<br />
Whatever it is we are buying, we’ve all been faced with the same conundrum. You’ve done your research, considered your options and now you are down to your final few choices. Yet you still can’t decide! It can often be difficult choosing one product over another, especially when they are all making very similar claims. So, what do you do? Well, there’s a good chance you turn to your family and friends to ask for their opinion. And I expect you also look to customer reviews for ratification of those claims. Remember, your students are also your customers and student prospects are likely to look at those students as a credible source of information.<br />
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<h3>
<span style="color: #cc0000;">3. Risk Elimination</span></h3>
<br />
People don’t like risk and this is particularly true when a big investment is being made. Referring particular queries to a current student can be a means for gaining an implied endorsement. Of course, we can’t completely eliminate perceptions of risk, but a customer referral will help.<br />
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<h3>
<span style="color: #cc0000;">4. Cost Effective</span></h3>
<br />
Word of mouth is often referred to as the best form of marketing, simply because of its credibility and its cost effectiveness. In a higher education environment such as ours, more often than not, students live and breathe the university experience, meaning it can be very easy indeed to find students that want to actively promote their university to their peers. <br />
<br />
<h3>
How to Engage with Brand Advocates?</h3>
<br />
So we know we want our students to talk about us and endorse us, but how do we encourage this to happen? <br />
<br />
The traditional way of doing this, which has more than stood the test of time, is to <a href="http://chestermarketing.blogspot.co.uk/2013/11/the-role-of-student-ambassadors.html" target="_blank"><span style="color: #cc0000;">get your current students involved in Open Days and Applicant Days</span></a>. A good number of departments around the University are already doing this and the value of this shouldn’t be underestimated. The chance for a prospective student to speak face-to-face with a current student at a recruitment event enables them to engage with your service in a way that is far more difficult to achieve online or over the phone. It’s a way of making a real connection to your prospects without the constraints of technology. <br />
<br />
But how do you reach out to those prospects unable to attend a university recruitment event? And how can this be achieved in a creative and engaging way? Here are a few ideas for you…<br />
<h3>
<span style="color: #cc0000;"><br /></span></h3>
<h3>
<span style="color: #cc0000;">1. Blogs and Vlogs</span></h3>
<br />
You probably think your students are all busy studying, but they’re not! It doesn’t matter where they are, armed with their smart phone or tablet, there is seldom a time when they are not logged on. But, beyond their usual social media rounds, what is it they’re all doing? For some of them, the answer is blogging. And some even find the time to vlog!<br />
<br />
A culture now exists where it is common practice to write, read, film and share blogs about your interests and experiences. And, if our students are blogging, it’s more than likely they’re talking about us, making reference to their experiences at University.<br />
<br />
Some universities have already begun to recognise this and are now posting student blogs on their corporate websites. With a bit of forethought, this is something that could also be implemented at Chester within the <a href="http://www.chester.ac.uk/departments" target="_blank"><span style="color: #cc0000;">web pages of any faculty or department</span></a>. And, if done well, this would help give prospective students a real and credible taste of the University experience.<br />
<br />
There are, of course, a vast number of student blogs online, but here are a couple examples of blogs, picked out at random, where the university has used them to showcase their student experience.<br />
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<div class="separator" style="clear: both; text-align: center;">
<a href="http://www.cornell.edu/studentlife/blogs/" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;" target="_blank"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgIE3u5NMFUVEvc4JWhYnEcVyykEWIFn8RaThxVSHNiinvwg1LYwNWfJkmApi7bxgRP7vPzHNGDLjhhg7aNsWWhezu83U1WHamfhlFmLd0gVnrgYBbcZsNN9HyFpnAQGsSUpD91MbooUgqw/s320/CustomerReferralBlog2013%5B2%5D.JPG" width="264" /></a></div>
<br />
Cornell University in Ithaca, New York, provide a selection of student blogs to read within a section of their website called ‘<a href="http://www.cornell.edu/studentlife/blogs/" target="_blank"><span style="color: #cc0000;"><i>Life on the Hill</i></span></a>’. If you’re wondering what life on the hill is like, you can follow their student bloggers and <i>‘get an uncut, uncensored glimpse… real students… real stories… real life.’</i><br />
<br />
Flagler College in St. Augustine, Florida, introduce ‘<a href="http://www.flagler.edu/student-blogs/" target="_blank"><i><span style="color: #cc0000;">Life at Flagler</span></i></a>’ by means of video blogs, where a couple of their students narrate their latest goings-on.<br />
<br />
Whilst the production values of video blogs can often be a little rough around the edges, in being so, they can often stand out as being more sincere and authentic. <br />
<br />
Whether or not you like these particular examples isn’t important. However, if you like the concept, speak to your students and speak to us. If you decide to showcase some of your students’ blogs, try to pick blogs that are engaging and bear some relevance to their experience at Chester. Ensure these blogs don’t stagnate, use your social media networks to help raise awareness and make sure you tell prospective students about them.<br />
<br />
If you’d rather have your students write an exclusive one-off blog for you, speak to MRA about hosting this on the <a href="http://uniofyou.blogspot.co.uk/" target="_blank"><span style="color: #cc0000;">University’s corporate blog</span></a> pages.<br />
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<h3>
<span style="color: #cc0000;">2. Social Media, Twitter and Student Takeovers</span></h3>
<br />
The use of social media as a means to connect with your peers is now almost second nature to many of us. It’s given us all a public platform to share with the world exactly how we feel at any particular moment in time. But, how can we use social media as a means to connect our students with prospective students? The answer: <a href="http://rotationcuration.com/" target="_blank"><span style="color: #cc0000;">rotation curation</span></a>. <br />
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<a href="https://twitter.com/Sweden" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;" target="_blank"><img border="0" height="303" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhZ06PkAgowjUibEQm1y8L2m7t-4MoKBOu-6JsyFcSU1nxpB9hESReFZC4PmT86piceoARLWRAGGHMcuB_cE0TLuB7G6F1mjaHrLRwd0pasUf603PTm3ZLfcWqN72RqekffBX7yjEKMRy3d/s400/CustomerReferralBlog2013%255B3%255D.jpg" width="400" /></a></div>
Whilst this might sound like just more marketing jargon, it’s an idea that is growing in popularity. If you haven’t heard of rotation curation, it all started back in December 2011 when the <a href="https://eng.si.se/" target="_blank"><span style="color: #cc0000;">Swedish Institute</span></a> and <span style="color: #cc0000;"><a href="http://www.visitsweden.com/sweden/" target="_blank"><span style="color: #cc0000;">VisitSweden</span></a> </span>decided that their official twitter account, <a href="https://twitter.com/Sweden" target="_blank"><span style="color: #cc0000;">@Sweden</span></a>, would be taken over by a different Swede each week. By allowing Sweden’s citizens to become the <a href="http://curatorsofsweden.com/about/" target="_blank"><span style="color: #cc0000;">curators of Sweden</span></a>, this allowed followers to gain an insight into the diversity of Sweden’s culture, meaning the brand was subsequently enhanced.<br />
<br />
So, if it works for a country, can it work for a university? After all, universities are also extremely diverse and complex brands; perhaps difficult to portray with only the corporate perspective on university life?<br />
<br />
It’s a bold idea putting your students in charge of your twitter account and something that we, as a University, are yet to try out. And whilst takeovers are not yet common practice with UK universities, there are a few examples of universities overseas, such as the <a href="http://muleskinner.net/twitter-takeover-offers-glimpse-of-day-in-the-lives-of-two-ucm-students/" target="_blank"><span style="color: #cc0000;">University of Central Missouri</span></a>, which have experimented with this idea. <br />
<br />
By allowing you students to take over your twitter account, you would essentially be allowing your followers to gain a real insight into your brand. Branding is not your logo, it’s not your visual identity and it’s not your product. Branding is all about story. It’s the student experience. And the experiences of your students will tell the real story of your brand.<br />
<br />
Of course, the key to this being worthwhile and successful is ensuring that those it is targeted at are aware that a takeover is imminent. Therefore, if you like this concept, speak to MRA about how this can be promoted to prospects and applicants alike.<br />
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<h3>
<span style="color: #cc0000;">3. The Student Room</span></h3>
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<div class="separator" style="clear: both; text-align: center;">
<a href="http://www.thestudentroom.co.uk/" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;" target="_blank"><img border="0" height="256" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjj7RGpZ0UMHdSvjdznaqfeW10n-at7v9RtM49D6eyEsSfThWDB3FntSmxJESb4ticZY3oVTIGt6sL7UI-UiJyHJb04eaNpIz2BtKVMTLlNt8sttK0nlFmLRlwKaMjxMPD-9wN4u9dJXOhD/s320/CustomerReferralBlog2013%255B4%255D.jpg.png" width="320" /></a></div>
If you’re not aware of <a href="http://www.youtube.com/watch?v=5g7MfdyxidQ" target="_blank"><span style="color: #cc0000;">The Student Room</span></a>, it’s a UK web based forum where school, college and university students connect and talk about everything and anything to do with being a student. With over 1.2 million students and over 43 million posts, there’s a good chance that some of your students may already be a part of this community. And if a prospective student is seeking a second opinion from somebody who is already studying on your course, it’s more than likely that they’ll turn to the The Student Room.<br />
<br />
If you’d like to find out more about using The Student Room as a means to engage current students with prospective students, speak to our Digital Marketing Officer, <a href="http://www.blogger.com/profile/06526897547636613825" target="_blank"><span style="color: #cc0000;">Shai Vure</span></a> and read his <span style="color: #cc0000;"><a href="http://chestermarketing.blogspot.co.uk/2013/07/engaging-with-students-in-student-room.html" target="_blank"><span style="color: #cc0000;">blog</span></a> </span>about the topic.<br />
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<h3>
<span style="color: #cc0000;">4. Videos: Student Profiles and the Student Experience </span></h3>
<br />
OK, so we’re all familiar with the concept of the student profile video. In fact, there’s probably not a university in the land without one. If you’re considering doing a student profile video, the key point to remember here is that it needs to be engaging, so you don’t lose your audience, and also believable and credible at the same time. So how do we do this?<br />
<br />
Earlier I spoke about the importance of a narrative for creating a strong brand identity. Because people tend to be emotional and reactive beings, choosing a university can often be a gut reaction based whether a prospect feels they will fit in. So, by creating a student profile with a narrative, not only will this keep the viewer engaged, but it will also help to create a sense of identity.<br />
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<a href="http://www.youtube.com/watch?v=cIzpL8t53B0&feature=c4-overview-vl&list=PL52573B74A5F92761" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;" target="_blank"><img border="0" height="171" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi8q-GbA0Gx31AnrLvNrepCsclURWFqGKmdpToYEj8aVpAtY9dS3pnxO0OAsM_HmtJ6-ogZqCdUDph1hzdB9nD_TwBIL4DB0frsgBmrt_P_cQkh7tc_Pmba8s_balG3J486OUYJB-axQuuc/s400/CustomerReferralBlog2013%255B5%255D.jpg.png" width="400" /></a></div>
In our latest student profile video, <a href="http://www.youtube.com/watch?v=cIzpL8t53B0&feature=c4-overview-vl&list=PL52573B74A5F92761" target="_blank"><span style="color: #cc0000;">Chester graduate, James Down, tells us about his journey through university</span></a>; why he decided to go to university, why Chester was the right choice for him and how it has enabled his career to excel. With it being over 5 minutes in length, we knew his story was important, not only to keep the viewer engaged but also because James’ experience reflects that of a real student. And, as I said earlier, it’s the experience of our students that tells the story of our brand.<br />
<br />
We obviously like our graduate profile and feel it achieves a number of our key objectives. But let's face it; there are some referral videos out there that are a little predictable and unimaginative... not ours obviously! The questions are set up and the University is praised for everything it does. And if the questioning and content is similar to rival universities, it can often make it difficult to differentiate one university's offering from another. Plus, it can seem a bit disingenuous if it all looks set up. Hmmm, what to do?<br />
<br />
Perhaps one solution to this is to be a little less obvious and think of a fun concept that will draw the viewer in and give them a taste of the real Chester experience. Don't worry so much about ensuring you get your students to say nice things about you, but rather focus on an interesting concept and see what happens. Here are a couple of examples to show you what I mean.<br />
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<a href="http://www.youtube.com/watch?v=o-1_brmVmPM" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;" target="_blank"><img border="0" height="176" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjg2UvG33rN_01KrkttNZ7Z1IvWZA6ryoc02J5xxREnZLAz5eWdbqhoEOQqbi5z4a3kysxY94SR-HHg32CT-xw0Sodu1HzM-Hj_27PhremHDmvoDnCEu90_tSdVYPt66v3GLZFmiFsmD960/s320/CustomerReferralBlog2013%255B6%255D.jpg.png" width="320" /></a></div>
University of Portland, Oregon, wonder around their campus and ask their students, <i><span style="color: #cc0000;">“<a href="http://www.youtube.com/watch?v=cIwJ3xdo2z8" target="_blank"><span style="color: #cc0000;">what’s the last photo on your phone?</span></a>”</span></i> With a little probing, we get to find out the story behind the photo and thus capture the essence of being a student at Portland. Whilst Ithaca College, New York, leave <a href="http://www.youtube.com/watch?v=o-1_brmVmPM" target="_blank"><span style="color: #cc0000;">ten disposable cameras in various locations on campus</span></a> for students to capture <i>‘…one authentic view of a day at Ithaca College.’ </i><br />
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<h3>
What about Print?</h3>
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<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiOvYvmxKPWVu_zVBfslk3Aql6U57vqR5j7p9jToWbTEtl5RmtFlmrAmec2OgNUiooeH6dZfizZtK_5VWUEBinc2iY6I6jXEW9dylqXQsNQvOGwWgZV6uP7_HJmz_Nvbvsn9FuNN65p1LLR/s1600/CustomerReferralBlog2013%255B7%255D.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="158" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiOvYvmxKPWVu_zVBfslk3Aql6U57vqR5j7p9jToWbTEtl5RmtFlmrAmec2OgNUiooeH6dZfizZtK_5VWUEBinc2iY6I6jXEW9dylqXQsNQvOGwWgZV6uP7_HJmz_Nvbvsn9FuNN65p1LLR/s200/CustomerReferralBlog2013%255B7%255D.jpg" width="200" /></a></div>
There's obviously no harm in a good old fashioned printed student quote, but in order to give it more credibility I would always recommend reinforcing the quote by integrating it with digital, perhaps by using one of my examples above.<br />
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<h3>
Over to you... And your Students</h3>
<br />
I hope you've found this blog interesting and insightful. If you're now inspired to get your students involved in your plans for marketing your course(s), please don't hesitate to contact MRA for some help and advice on the best way of executing any ideas you have. <br />
<br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiiFU5a66Jzqz58qPFM7G8hThjYM_YIq3oMgr_aoVfUiiyVDknu3BBsdjywzKMawoxR8JI-y1FYyS6qZWSUkJQhoFEn7yHMWl2TfRD7cTPJ-o4zxYGjsAU3n3OkY7rTKo2KSXmSay-qNlxx/s1600/CustomerReferralBlog2013%255B8c%255D.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="184" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiiFU5a66Jzqz58qPFM7G8hThjYM_YIq3oMgr_aoVfUiiyVDknu3BBsdjywzKMawoxR8JI-y1FYyS6qZWSUkJQhoFEn7yHMWl2TfRD7cTPJ-o4zxYGjsAU3n3OkY7rTKo2KSXmSay-qNlxx/s320/CustomerReferralBlog2013%255B8c%255D.jpg" width="320" /></a>The higher education sector is now more competitive than ever before and with the rise of consumer based satisfaction surveys such as <a href="http://www.thestudentsurvey.com/" target="_blank"><span style="color: #cc0000;">the NSS</span></a>, it is essential that you provide and demonstrate a student experience with added value. If you achieve this, not only will it help with your conversion of enquiries to enrolments but it will also aid our prospects with making a choice that is right for them and consequently ensure a high level of retention.<br />
<br />
Until the next communication…<br />
<br />
AdamAdam Bodgerhttp://www.blogger.com/profile/16265389103575866090noreply@blogger.com2Chester, Cheshire West and Chester, UK53.193392 -2.893074999999953453.117285 -3.0544364999999534 53.269499 -2.7317134999999535tag:blogger.com,1999:blog-5633227877669512566.post-13151912959112880732013-11-07T08:45:00.000-08:002013-12-17T01:04:10.993-08:00The Role of Student Ambassadors<div class="MsoNormal">
<span style="font-family: Arial, Helvetica, sans-serif;">Our recent Open Days were amongst the busiest we have ever
had and pivotal to their success was the role of our student ambassadors. More student ambassadors than ever before
volunteered to help out at the Open Day, ready to do their part to advocate the
University. Student ambassadors were on
hand to provide tours, show their accommodation, give directions and generally
be a friendly and welcoming face.<o:p></o:p></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif; margin-left: 1em; margin-right: 1em;"><a href="http://www.chester.ac.uk/sas" target="_blank"><img border="0" height="214" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgoOwlfr4ExBwo47rcD-VRsGbH7bC2W2q0WUejm2RlUcCB_39b0cJrC-vPgN8KpGBoZjb5tWgXSeiKL0WRhmmU2oX12pDPCwUnQOOsirYANJK78x49QdTOfxBNDPiik031K7cyn5rhAERJv/s320/SA+volunteering+hands.jpg" width="320" /></a></span></div>
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<a name='more'></a><span style="font-family: Arial, Helvetica, sans-serif;">Marketing, Recruitment and Admissions (MRA) are responsible
for recruiting and training all the student ambassadors we use at our
events. We have a central bank of
student ambassadors which we use to help with Open Days, Applicant Days and
Outreach events. All ambassadors are
given training so they know what is expected of them and the key information
they need to give to prospective students at events. <o:p></o:p></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif;"><br /></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif;">Given the importance and power of word of mouth
communication, student ambassadors are vital for ensuring University recruitment
events are a success. We keep hearing time
and time again that prospective students want to talk to current students
because they want to relate to their experiences and they know they will get an
honest opinion.<o:p></o:p></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif;">Prospective students like being shown accommodation by
current students living there so they can ask questions such as: <i>‘what is it like to live here?</i>’; <i>‘did you find it easy to settle in?’ </i>Getting the student perspective to
questions like these is essential for reducing the risk of prospects’ decisions. And these are important lifestyle factors
that prospective students worry about.
They want to know what the real experience is like and not the one they
have read about in the brochure.<o:p></o:p></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif;"><br /></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif;">Student-led campus tours also enable prospective students to
find out more about the campus from the perspective of a current student. They can hear about the fitness centre, the library
and the Students’ Union (to name but a few) all through the eyes of a
student. Now, I don’t know about you,
but I don’t think I could tell prospective students about SU Friday or what
it’s like to be in the Quidditch Society, certainly not as well as a student ambassador
could.<o:p></o:p></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif;">And when it comes to the course, student ambassadors are a great
source of reference. Of course, we
understand that the tutors are the real experts here, but an endorsement from a
student ambassador is only going to enhance the reputation of your course. Student ambassadors can talk to prospects
about their course; discuss particular aspects that they enjoy and how the
course has helped to enhance their career prospects. This works well at Applicant Days when ambassadors
have more time to talk to prospective students and their families. <o:p></o:p></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: Arial, Helvetica, sans-serif;">Many academic departments have also seen the benefits of
using their students to help out on Applicant Days and Open Days. On Applicant Days, some departments use their
students to walk applicants from central activities on campus to their subject
session. This provides another
opportunity for students to be able to engage with applicants, giving the student
perspective on what it is like.<o:p></o:p></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif;"><br /></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif;">If you have any questions about the <a href="http://www.chester.ac.uk/campus-life/support-for-students/student-ambassador-scheme"><span style="color: #cc0000;">Student
Ambassador Scheme</span></a><span style="color: #c00000;"> </span>or would
like some advice as to how you can use students as advocates within your
Department, then please get in touch with <a href="mailto:mra@chester.ac.uk"><span style="color: #cc0000;">mra@chester.ac.uk</span></a>.
<o:p></o:p></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif;">Sarah</span><o:p></o:p></div>
Sarah Markilliehttp://www.blogger.com/profile/09624738578725333339noreply@blogger.com0tag:blogger.com,1999:blog-5633227877669512566.post-20501569958842795582013-10-17T05:57:00.000-07:002013-10-17T07:38:21.749-07:00Another Open Day... Another BlogIt’s been while since my last blog, so with the advent of a new application cycle and the passing of another season of Open Days, I thought maybe now was the time for another blog about Open Days, with some reflection on their success and some thoughts on where we go from here.<br />
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Seeing Double</h3>
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Of course, given the inclusion of an extra Open Day in the calendar, since this announcement there has been much debate as to how sensible the addition of an extra date was, especially over two consecutive weekends. One of the main incentives for doing this was to enhance the visitor experience. In recent years, the numbers attending Open Days have been steadily increasing and it was decided that it was in best interests of the visitor to split the main Chester Campus Open Day over two weekends.<br />
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I'm sure, to a certain degree, this debate will continue, but with the overall numbers in attendance far higher and more manageable spread over two dates, there’s a strong argument to say that we should continue with this formula next year. In reality, the extra date has now created far more choice for the visitor and, therefore, helped to increase overall attendance. This is important for us in order to maximise our chances of converting enquiries into applications, and it’s also helpful to our prospects at a time of the year when the majority of UK universities are trying to cram in their Open Days. And, given the nature of the application cycle, to move to another weekend later in the cycle would now be far too risky a strategy.<br />
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Moving on…</h3>
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So, with the Open Days now complete, what next? This was the subject of a blog I wrote this time last year, when I advised not to rest on your laurels and instead <a href="http://chestermarketing.blogspot.co.uk/2012/10/the-open-day-aftermath-difference.html" target="_blank"><span style="color: #cc0000;">use the Open Day as a springboard for the next stage of the recruitment cycle</span></a>. I’d recommend another read of this blog as, a year on, the points made are still valid.<br />
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With this in mind, here are my tips on how to maximise on the interest generated over the last couple of weekends.<br />
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<span style="color: #cc0000;">1. Contact Attendees</span></h3>
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Failure to follow up after an event is a massive missed opportunity. <a href="http://chestermarketing.blogspot.co.uk/2012/05/guide-to-conversion-engaging-and_14.html" target="_blank"><span style="color: #cc0000;">The Open Day isn't the end of the journey</span></a> and it would be a pity, after you've gone to the trouble to ‘<i>pull out all the stops</i>’, to now neglect to engage further with these prospects and fail to sustain their interest. At the very least, you should ensure you contact all your attendees with an acknowledgement of their attendance and details of who to contact should they wish to know more. Encourage two way communication and advise them on where to go to find out more.<br />
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<span style="color: #cc0000;"><b>2. Contact Non-Attendees</b></span></h3>
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We usually get somewhere in the region of a 50 – 60% attendance rate from those who have booked onto an Open Day. So it also makes a lot of sense to follow up on these enquiries. Again, offer them a means to communicate directly with you and, given that they missed the Open Day, inquire whether they need any further information and offer them alternative ways for finding out more. This could be presenting them with another opportunity to visit you or simply directing them towards our <a href="http://www.chester.ac.uk/you" target="_blank"><span style="color: #cc0000;">applicant space</span></a> on the website.<br />
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<span style="color: #cc0000;"><b>3. Social Media</b></span></h3>
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The Open Days may now be over but why not use this as an opportunity to tell your followers on your social networking channels about the success of these events. Use the <a href="http://uniofyou.blogspot.co.uk/2013/10/uocopenday.html" target="_blank"><span style="color: #cc0000;">Open Day hash tag</span></a>, share photos from the day, encourage any followers in attendance to do the same and share some of your highlights from the day. And let your followers know that they can still <a href="http://www.chester.ac.uk/visit" target="_blank"><span style="color: #cc0000;">visit us</span></a> if they missed the Open Day.<br />
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<span style="color: #cc0000;"><b>4. Engage with all prospects</b></span></h3>
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Speak to MRA about our enquiries database and ask for advice on following up on these enquiries. Now is the time to engage further with these prospects but remember that this ‘<i>window of opportunity</i>’ is very short as, within a matter of weeks, these prospects will be submitting their <a href="http://www.ucas.com/apply" target="_blank"><span style="color: #cc0000;">UCAS application</span></a>. And don’t waste money advertising your course at this late stage in the game. Remember that your target market is likely to have been doing their<span style="color: #cc0000;"> <a href="http://www.telegraph.co.uk/education/universityeducation/clearing/10231059/Researching-universities-how-to-make-the-right-choice.html" target="_blank"><span style="color: #cc0000;">research</span></a> </span>on their university choices for some time, so from here on out, it’s all about conversion: converting prospects into applicants and applicants into enrolled students.<br />
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<span style="color: #cc0000;"><b>5. Engage with all applicants</b></span></h3>
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It’s obviously re-assuring that our Open Days attracted so many visitors, but don’t forget that there is still a long way to go before enrolment day. Again, ask MRA about our plan for conversion and consider how you can integrate with this plan to maximise your chances of conversion. To do this, it’s critical to<span style="color: #cc0000;"> <a href="http://chestermarketing.blogspot.co.uk/2012/05/guide-to-conversion-engaging-and.html" target="_blank"><span style="color: #cc0000;">keep engaged with prospects throughout the decision making and application process</span></a></span>.<br />
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Start to consider how you can demonstrate the added value aspects of your course through your <a href="http://chestermarketing.blogspot.co.uk/2012/12/read-all-about-it.html" target="_blank"><span style="color: #cc0000;">e-newsletters</span></a> and how to <a href="http://chestermarketing.blogspot.co.uk/2012/12/applicant-days-successful-subject.html" target="_blank"><span style="color: #cc0000;">make your Applicant Days a success</span></a>.<br />
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Welcome Break</h3>
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Enjoy your weekend off everyone! What with Induction Week, the start of semester and our series of Open Days, you've all certainly earned it.<br />
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Until the next communication…<br />
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AdamAdam Bodgerhttp://www.blogger.com/profile/16265389103575866090noreply@blogger.com0Chester, Cheshire West and Chester, UK53.193392 -2.893074999999953453.117285 -3.0544364999999534 53.269499 -2.7317134999999535tag:blogger.com,1999:blog-5633227877669512566.post-37726650488434675032013-07-25T04:46:00.000-07:002013-09-02T07:59:14.253-07:00Engaging with students in The Student Room<div class="separator" style="clear: both; text-align: center;">
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There's been a lot of talk recently about departments setting up Facebook and Twitter accounts, and I'm really pleased to see new accounts being created by colleagues in <a href="https://www.facebook.com/ArtDesignAtTheUniversityOfChester" target="_blank">Art and Design</a>, <a href="https://twitter.com/WSofManagement" target="_blank">Warrington School of Management</a> and others. As I mentioned in my <a href="http://chestermarketing.blogspot.co.uk/2013/07/departmental-facebook-twitter.html" target="_blank">previous blog</a>, these are great platforms to communicate specific information about your courses and departments, in a way that we just can't manage on our general accounts.<br />
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However, another popular platform that you might not be aware of is <a href="http://www.thestudentroom.co.uk/" target="_blank">The Student Room</a>, a community of over 1.2 million students who visit to discuss all sorts of topics ranging from study, to current affairs, sport, health and relationships.<br />
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<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgVYS5G3LfqDnd1fnAgOd29xzt1pZIqbo2HDp6qaz1IFm2l5ovtcHQsYMWtuSyyyh-3e00CqceGN5HWvUX20b3mFkRowyEQqdVIcXlSzIIiTHvEaZsGkFYmY4J1ICit_Aj6SRGmilix53kt/s1600/discussions.PNG" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="204" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgVYS5G3LfqDnd1fnAgOd29xzt1pZIqbo2HDp6qaz1IFm2l5ovtcHQsYMWtuSyyyh-3e00CqceGN5HWvUX20b3mFkRowyEQqdVIcXlSzIIiTHvEaZsGkFYmY4J1ICit_Aj6SRGmilix53kt/s400/discussions.PNG" width="400" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Some of the varied discussions taking place.</td></tr>
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Of particular interest to us in MRA is the specific <a href="http://www.thestudentroom.co.uk/forumdisplay.php?f=159" target="_blank">University of Chester</a> forum. Popular discussions include applications, accommodation, interview advice and specific subjects. Our forum is <a href="http://www.thestudentroom.co.uk/wiki/Meet_the_mods" target="_blank">moderated</a> by a team of 14 volunteers, including current and former students, to keep things running smoothly.<br />
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In MRA, we act as an <a href="http://www.thestudentroom.co.uk/member.php?u=952576" target="_blank">Official Representative</a>. This allows us to monitor conversations and have an 'official voice' when there is a question that needs answering or an intervention is required. However, we're conscious that this is a student space, and don't want to feel like we're 'crashing the party', so we try to keep our posts fairly infrequent.<br />
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<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhaDJq_ykucr8xs1G3DOwovQ-Q4SUyV6wy7AXSOMsCzJsD-KDhSoCRm_4PERUQkgyiXmL0i7-D1_uM-oHamadsaCbIimx9eBMV3EqCCsnTXYYvbssak6c0Gn1a4s-ozXeMkPy5NxS8kNItm/s1600/subject+discussions.PNG" imageanchor="1" style="clear: left; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhaDJq_ykucr8xs1G3DOwovQ-Q4SUyV6wy7AXSOMsCzJsD-KDhSoCRm_4PERUQkgyiXmL0i7-D1_uM-oHamadsaCbIimx9eBMV3EqCCsnTXYYvbssak6c0Gn1a4s-ozXeMkPy5NxS8kNItm/s320/subject+discussions.PNG" width="273" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Some of the subject discussions in our forum</td></tr>
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So, this is where you come in... As I mentioned earlier, there are a number of subject specific discussions that could benefit from having a knowledgeable student (preferably) or member of staff monitoring the threads and contributing to the conversations - a sort of online subject ambassador. What better opportunity to engage with prospective students than having a current student on the course there to share their experiences, offer advice and allay any fears someone may be having?<br />
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Once you have found a willing volunteer, it's easy and free to <a href="https://www.thestudentroom.co.uk/register.php?ref=login_header" target="_blank">sign up for an account</a> with The Student Room. Once you have signed up, you can go to <a href="http://www.thestudentroom.co.uk/forumdisplay.php?f=159" target="_blank">our forum</a> and find general discussions, or those relating to your department or subject area.<br />
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Searching and following discussions</h2>
If you would rather not browse the list of discussions, there is a useful search function at the top of the main window where you can search for your subject or department and just see those posts mentioning the keywords you specify:<br />
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Once you have found a thread of interest to you, you can receive email updates of new posts by clicking the yellow star to the right of the thread title:</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiVKHOYsnjEAJ0ge43CtEfW8AVjck9PHcfxe4TEqoaEvlBIP2R9jA0Dg9X9AYmmDs2AFFpUwFgpsumDDKXJ3D6vg7MyciasKDMQwA-d2EHyPa2uu_MFNcxJxDeDV8Th1Jl2Cpay8ByezYXR/s1600/watch.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="111" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiVKHOYsnjEAJ0ge43CtEfW8AVjck9PHcfxe4TEqoaEvlBIP2R9jA0Dg9X9AYmmDs2AFFpUwFgpsumDDKXJ3D6vg7MyciasKDMQwA-d2EHyPa2uu_MFNcxJxDeDV8Th1Jl2Cpay8ByezYXR/s400/watch.png" width="400" /></a></div>
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Why we do this</h2>
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One of the main focus areas of our campaigns over the last couple of years has been <a href="http://chestermarketing.blogspot.co.uk/2012/04/standing-out-from-crowd-welcome-to.html" target="_blank">reducing risk</a>. By communicating clearly the benefits of studying here, we hope to make Chester a less risky proposition, and hopefully a more likely choice for someone considering us among a range of other UCAS choices. By having experienced people in these networks to answer questions and concerns that prospective and current students have, we stand a good chance of improving our recruitment and retention.</div>
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As ever, if you want to get in touch with me about any of this, leave a comment or send me an email.</div>
<br />Shai Vurehttp://www.blogger.com/profile/06526897547636613825noreply@blogger.com0tag:blogger.com,1999:blog-5633227877669512566.post-36559936351966220502013-07-12T08:08:00.001-07:002013-09-20T04:23:26.404-07:00Tips for setting up departmental Facebook and Twitter pages<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgi8T0CNa4EganVWUBoTVxEXrbIPNi-7a8p0P4roiXOLPachw7SOP0jH4Gifw2edaN3Eyp0SCUYJsyp5Xe5YrZg6C_yUe74frU-s7eW2zmEEsU2wMdKb4q6m98Zc_rtERMP-a7BUCbMnH-K/s1600/marketing.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgi8T0CNa4EganVWUBoTVxEXrbIPNi-7a8p0P4roiXOLPachw7SOP0jH4Gifw2edaN3Eyp0SCUYJsyp5Xe5YrZg6C_yUe74frU-s7eW2zmEEsU2wMdKb4q6m98Zc_rtERMP-a7BUCbMnH-K/s1600/marketing.jpg" /></a>I've recently been getting a lot of requests for advice about setting up departmental Facebook and Twitter accounts. I think this is a great idea, because it gives you the opportunity to engage with prospects, applicants and students of your course in more detail than the main University ones, which, by design, has to be more general.<br />
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Rather than emailing everyone individually, here are a few general tips for setting up these various pages, which I hope will get you up and running. Of course, if there is something specific you'd like to ask me, or I've forgotten to include anything, feel free to get in touch with me by email.<br />
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<b>Facebook Pages </b>- For when you want to communicate about your department <b>publicly</b></div>
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Facebook pages are an excellent opportunity to share news, images, videos and links that relate to things happening or relating to your department or course. Remember that these are public forums, so keep this in mind when engaging in discussions.</div>
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Visit <a href="https://www.facebook.com/pages/create/">https://www.facebook.com/pages/create/</a> to create your page and follow the instructions.</div>
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<tr><td class="tr-caption" style="text-align: center;">Adding additional administrators to your page</td></tr>
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We recommend that you use your own Facebook account to administer the page. You can optionally invite other members of your department to contribute to the page as well using the 'Manage Admin Roles' link at the top of your page.</div>
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It's important to remember that any posts you (or any other administrators) make on your page will come from your page name, <b>not</b> your personal account. Occasionally staff are concerned that their real identity will be broadcast to the followers of the page if they use their own account. This is not the case.</div>
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Having a shared 'dummy' Facebook account to administer your page is <b>not</b> a good idea for the following reasons:</div>
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<li>Facebook is very good at detecting 'dummy' accounts and will usually prevent you from setting one up.</li>
</ul>
<ul>
<li>If someone leaves the university (for whatever reason) and you want to remove access to the page, you would be required to change the password for all users. Having individual administrators makes it easier to add and remove people as required.</li>
</ul>
<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: right; margin-left: 1em; text-align: right;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgYQAhsOs0218ftrIMSxyQTuW_DBnTozBTr3DJzkbXaqvRFWn6vkkgC4lBSAvjOFyJplxgUlVUDZhb3Ju-roPwXybIds2Wy_YTlQXmEYDEnKPNUgpJv5tWusUGGBQFgjZCvlVfjh0JrQooo/s1600/pages.PNG" imageanchor="1" style="clear: right; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgYQAhsOs0218ftrIMSxyQTuW_DBnTozBTr3DJzkbXaqvRFWn6vkkgC4lBSAvjOFyJplxgUlVUDZhb3Ju-roPwXybIds2Wy_YTlQXmEYDEnKPNUgpJv5tWusUGGBQFgjZCvlVfjh0JrQooo/s1600/pages.PNG" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Managing multiple pages</td></tr>
</tbody></table>
<ul>
<li>You can administer multiple pages through your own account. For example, I (along with other administrators) have access to the <a href="https://www.facebook.com/uochester" target="_blank">University of Chester</a>, <a href="https://www.facebook.com/uocjobs" target="_blank">Jobs</a> and <a href="https://www.facebook.com/UoChesterPG" target="_blank">Postgraduate</a> pages in one place.</li>
</ul>
<div>
<br /></div>
</div>
<div>
<br /></div>
<div>
<br /></div>
<div>
<b>Facebook Closed Groups </b>- When you want to communicate with a select group of people.</div>
<div>
<br /></div>
<div>
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhsSUg3WV_Mjhf1QELdqlh2shT17gceM4CkyexMWMxDGoEZ6n5d0JHWho-A4m5q6v-Cdu7OnSgnj5vOerik-5sHK_IC0NoKvIVDjl5rvdqFE06-0Q1oKjO0ZygvlSWoGlizC_ZcjCXUiGb2/s1600/groups.png" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhsSUg3WV_Mjhf1QELdqlh2shT17gceM4CkyexMWMxDGoEZ6n5d0JHWho-A4m5q6v-Cdu7OnSgnj5vOerik-5sHK_IC0NoKvIVDjl5rvdqFE06-0Q1oKjO0ZygvlSWoGlizC_ZcjCXUiGb2/s1600/groups.png" /></a>If you would like a place where you can communicate with students already on your course, but don't want these conversations broadcast to the public, you can create a closed, 'members only' Facebook group. You can do this through the 'Create Group' icon in the left hand bar on the main Facebook page.</div>
<div>
<br /></div>
<div>
These work in a similar way to pages, but members have to request to join, or be added manually by the administrator - depending on the level of privacy you set. </div>
<div>
<br /></div>
<div>
For example, anyone can see that a 'closed' group exists and request to join it, but they will not be see posts until their membership has been approved. This can be a good way to encourage membership among your faculty, as students will see their friends are members of the network and may feel encouraged to participate.<br />
<br /></div>
<div>
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEirHSoaJFtTWu_83vuzK6IEL7I7qVnLN2jZZiqyed5JNqB88a-RvXG5gnJN6K-U2p2P4iN5vxrVpr5DUuWYtUisXv2HiYLH27Q0CeKgWpXDSzWgE3QW4bvQ2DLAMQD9-P3e_5oUeR2TvmWp/s1600/add+to+group.PNG" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEirHSoaJFtTWu_83vuzK6IEL7I7qVnLN2jZZiqyed5JNqB88a-RvXG5gnJN6K-U2p2P4iN5vxrVpr5DUuWYtUisXv2HiYLH27Q0CeKgWpXDSzWgE3QW4bvQ2DLAMQD9-P3e_5oUeR2TvmWp/s1600/add+to+group.PNG" /></a></div>
<div>
The alternative is to create a 'private' group, which will remain hidden unless you actively invite a user to join (by email or through Facebook if you are a friend with them already)</div>
<div>
<br />
For more information about the different privacy levels visit the <a href="https://www.facebook.com/help/220336891328465" target="_blank">Facebook help centre</a>.</div>
<div>
<br /></div>
<div>
Closed groups are a great tool for getting honest feedback from users about your course or service and understanding areas of improvement, without it being in a public arena. However, please remember that a group member could take a screenshot - as they could with anything online, whether it's Facebook, Sharepoint or Email - and share it publicly. So please keep the most private discussions offline.</div>
<div>
<br /></div>
<div>
<br /></div>
<div>
<br /></div>
<div>
<b>Twitter </b>- Short updates and conversations with the public that can be monitored.</div>
<div>
<br /></div>
<div>
Twitter accounts are a lot quicker and easier to set up than Facebook accounts. Updates are shorter, links are popular, sharing is actively encouraged and users regularly engage in conversation with you. It is also easy to search for various hashtags and keywords, making it easy to monitor topics of interest to you.</div>
<div>
<br /></div>
<div>
To set up an account, visit <a href="https://twitter.com/account/new">https://twitter.com/account/new</a> and fill in your details.</div>
<div>
</div>
<div>
Usernames are limited to 20 characters or less, so you might have to be a bit creative with your department name. E.g. <a href="http://www.chester.ac.uk/uochester" target="_blank">@uochester</a>, <a href="http://www.chester.ac.uk/WSofManagement" target="_blank">@WSofManagement</a> and <a href="http://www.chester.ac.uk/ModLangsChester" target="_blank">@ModLangsChester</a></div>
<div>
<br /></div>
<div>
It is also possible to automate posts if you have an RSS feed of news or events using a service like <a href="http://twitterfeed.com/" target="_blank">Twitterfeed</a>. This is basically the service that powers the <a href="http://www.twitter.com/uocjobs" target="_blank">@uocjobs</a> page I recently set up.</div>
<div>
<br /></div>
<div>
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEisoQwj73jUxuX-T9cGu6UzxuUi9ROt_BTQpTfBdwyh_hUoaAFYgd5PJBuG567GWMveaqNn7GaimJQeyFRBOC_Ipoe5isOj-KGE8W8t2VmA5UR1gVUMfLWIheShq7hoUw4kEOgNJN9xKpzV/s1600/search.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="206" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEisoQwj73jUxuX-T9cGu6UzxuUi9ROt_BTQpTfBdwyh_hUoaAFYgd5PJBuG567GWMveaqNn7GaimJQeyFRBOC_Ipoe5isOj-KGE8W8t2VmA5UR1gVUMfLWIheShq7hoUw4kEOgNJN9xKpzV/s320/search.png" width="320" /></a>To monitor keywords, you can save searches in Twitter directly, or if you need something more powerful, tools like <a href="http://tweetdeck.com/" target="_blank">Tweetdeck</a> and <a href="https://hootsuite.com/" target="_blank">Hootsuite</a> offer more customised interfaces. The benefit of using these searches is that you can monitor the discussions around various topics, respond to or retweet things of interest and engage with users (if appropriate) who may be talking about you, but not necessarily to you. For example:</div>
<div>
<blockquote class="twitter-tweet">
Looking at uni's <a href="https://twitter.com/search?q=%23university&src=hash">#university</a> of <a href="https://twitter.com/search?q=%23Chester&src=hash">#Chester</a> #2014 <a href="http://t.co/cu0llW4Y79">http://t.co/cu0llW4Y79</a><br />
— sam☮ (@samanthaw8) <a href="https://twitter.com/samanthaw8/statuses/354526002543734785">July 9, 2013</a></blockquote>
<script async="" charset="utf-8" src="//platform.twitter.com/widgets.js"></script></div>
<div>
<br /></div>
<div>
<b><br /></b></div>
<div>
<b>General tips for all social networks</b></div>
<div>
<br /></div>
<div>
<b>1.</b> Choose a profile icon and cover photo that are unique to your department/course. Please don't re-use the standard university logo or crest, as this can cause confusion if someone is following both of our accounts. If you need help designing a departmental logo our <a href="http://ganymede2.chester.ac.uk/index.php?page_id=1339490" target="_blank">Graphic Design</a> team will be able to help.</div>
<div>
<br /></div>
<div>
<b>2. </b>Use the correct syntax for the network you are posting to. Cross-posting the same 140 character message from Twitter to Facebook (complete with @usernames and #hashtags) looks lazy. There are tools (such as the above mentioned <a href="https://hootsuite.com/" target="_blank">Hootsuite</a> you can use to broadcast a similar message to both networks simultaneously, but customise each one to take advantage of the different features offered by each.<br />
<br />
<b>3. </b>Post regular, relevant updates to your followers to keep them engaged and use different types of media (pictures, videos, podcasts etc) to keep things interesting.<br />
<br />
<b>4. </b>Respond to questions as soon as you can to show that the account is monitored by a person and that you care about their feedback.<br />
<br />
<br />
There's loads more information and tips on various websites and blogs (Tracy Playle from <a href="http://www.picklejarcommunications.com/blog/" target="_blank">Pickle Jar Communications</a> runs an excellent HE-focused social media blog). However, hopefully you'll now have a better understanding of the benefits of each of these tools and how you can get your Departmental pages up and running.</div>
<div>
<br /></div>
<div>
<br /></div>
<div>
<div>
<br /></div>
</div>
<div>
<b><br /></b></div>
Shai Vurehttp://www.blogger.com/profile/06526897547636613825noreply@blogger.com0tag:blogger.com,1999:blog-5633227877669512566.post-37783101659223362052013-07-08T07:51:00.000-07:002013-09-20T03:56:24.771-07:00Identity Crisis: Football, Branding and Cardiff City<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: left; margin-right: 1em; text-align: left;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEidGo9TMnT3H-q94Lyzf8gerpRbodlQBuyuJnvc77BUz5vRvoz7XvvkiHEoiidQHqileux7FRYiBxYp7uK06J3MeZ7d_MbHk0v9T3eQkxqinCnLxgSYJ-NCvM9PYskxDvNJo_5y8o9eXcZX/s1600/FootballBrandinBlog2013%5B5%5D.jpg" imageanchor="1" style="clear: left; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEidGo9TMnT3H-q94Lyzf8gerpRbodlQBuyuJnvc77BUz5vRvoz7XvvkiHEoiidQHqileux7FRYiBxYp7uK06J3MeZ7d_MbHk0v9T3eQkxqinCnLxgSYJ-NCvM9PYskxDvNJo_5y8o9eXcZX/s200/FootballBrandinBlog2013%5B5%5D.jpg" width="144" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Identity Crisis: Football, <br />
Branding and Cardiff City</td></tr>
</tbody></table>
In this blog, rather than focusing on marketing in the Higher Education sector, I thought it would be interesting to focus on another services sector that, like Higher Education, can be subjected to some resistance when the marketers take hold. It is well known, of course, that football is now more than just a sport. And over the last few decades we've seen many examples of how to, and how not to, run a football club as a business.<br />
<br />
Of course, given my location, the natural thing to have done here would have been to write a blog on <a href="http://news.bbc.co.uk/sport1/hi/football/teams/c/chester/8559704.stm" target="_blank"><span style="color: #cc0000;">Chester Football Club</span></a>. It’s certainly had its fair share of turmoil over the last decade or so and would have made for an interesting case study. However, given my sense of national pride, it’s only natural that I would look to focus my attention on the industry in the <i>‘land of my fathers’</i>.<br />
<br />
In particular, I thought we’d turn our attention to the topic of branding and whether it is possible, or even ethical, to re-brand a football club. In one form or another, this is a matter most followers of <a href="http://www.bbc.co.uk/news/uk-wales-south-east-wales-18337392" target="_blank"><span style="color: #cc0000;">Cardiff City</span></a> have been debating about over the last 12 months.<br />
<br />
<a name='more'></a><h3>
Background</h3>
<br />
<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: left; margin-right: 1em; text-align: left;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjvCyZNykmmTR_Rkq0maDVSgAaZk3DOcrkSHcOgN868KyyN-UVAccuqQQUJ_eGaxARiC0gbwn7rvliZC42e9W-LMOHFZvTNj3m-HVQUgVkptDzAZwV1bZiU8kuz7fEwI9aJBxvIeC5EgAg7/s1600/FootballBrandinBlog2013%5B1%5D.jpg" imageanchor="1" style="clear: left; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" height="150" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjvCyZNykmmTR_Rkq0maDVSgAaZk3DOcrkSHcOgN868KyyN-UVAccuqQQUJ_eGaxARiC0gbwn7rvliZC42e9W-LMOHFZvTNj3m-HVQUgVkptDzAZwV1bZiU8kuz7fEwI9aJBxvIeC5EgAg7/s200/FootballBrandinBlog2013%5B1%5D.jpg" width="200" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Vincent Tan</td></tr>
</tbody></table>
So, what’s the background? Well, by virtue of winning the Championship and promotion to the Premier League, Cardiff City have probably enjoyed one of the most successful seasons in the history of the club. However, like so many other clubs today, Cardiff City has been a club plagued with financial problems in recent years and it is only through the backing of some big investors that the club is still a tenable venture. Vincent Tan is the biggest of these investors, who took control of the club in 2010 when he bought a 36% share in the club. And it could be strongly argued that, without the backing of Vincent Tan and this financial stability, Cardiff City wouldn't have enjoyed this success. Yet, despite this recent success, not all Cardiff City fans have necessarily taken to Vincent Tan and his ideas for the future of the club.<br />
<br />
<h3>
All change</h3>
<br />
<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: right; margin-left: 1em; text-align: right;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgAzGUxADt9dpwC3yIHwbdqoJX4FIBPrgcG5TMWP32Z8Igv8IMkMHx1EZw0mlKNJAuEOEvlHH2HoMysVt4OycPvnlAgemRYMWnB7sfE2YPHkV9LpD6YRVtvOvMFc0dCyRbMeo_VwAybDQMF/s1600/FootballBrandinBlog2013%5B2%5D.jpg" imageanchor="1" style="clear: left; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" height="171" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgAzGUxADt9dpwC3yIHwbdqoJX4FIBPrgcG5TMWP32Z8Igv8IMkMHx1EZw0mlKNJAuEOEvlHH2HoMysVt4OycPvnlAgemRYMWnB7sfE2YPHkV9LpD6YRVtvOvMFc0dCyRbMeo_VwAybDQMF/s320/FootballBrandinBlog2013%5B2%5D.jpg" width="320" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Bluebirds or Dragons?</td></tr>
</tbody></table>
With Cardiff City now a club competing in the Premier League, it’s a product that will enjoy a much higher profile on the global stage. However, long before this new status was secured, a number of other changes were implemented that essentially changed the identity of the club. At the start of the 2012/13 campaign, the owners of the club decided that Cardiff City should play in a red kit, rather than in its traditional blue, and that the club badge should be redesigned to incorporate a dragon. Cardiff City is fundamentally a product that has undergone a major face lift. <br />
<br />
Not so bad then? After all, it isn't that unusual for a product to be repackaged, re-branded and repositioned in the market. However, given the level of engagement and association that football fans have with the product, the marketing and branding of a football club should always be carefully thought out, with a stakeholder consultation process incorporated in order to gain customer ‘buy-in’.<br />
<br />
<h3>
Loyalty and passion</h3>
<br />
It’s true of any business really that you should never ignore your customers, but it’s rare that a customer in another sector should be so vocal about such changes being implemented. The major difference is that, because the buying decision process is influenced by emotions and cultural allegiances, the customers of a football club are highly engrossed in the identity of their team and find it difficult to change their loyalties. In other words, if they are dissatisfied with the service, it is difficult for them to switch suppliers. However, that said, it also needs be remembered that football clubs are providing a service that is essentially a form of entertainment and that their customers could choose to entertain themselves in another way.<br />
<br />
<div class="separator" style="clear: both; text-align: center;">
</div>
<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: left; margin-right: 1em; text-align: left;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjyK5PnbDEu4O67DjzlOqs3i26jZrzj-pw_EoW-pxzmTJvXP_Fr-jdTxs4OJfHYZM-YA8plzsMUA4GPKqY2ukrzRECVXVBeRsmsysCag0KfQZLDN9q-tRG8vloemE0zUyXYS-Zswfb4MAkl/s1600/FootballBrandinBlog2013%255B3%255D.PNG" imageanchor="1" style="clear: left; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" height="148" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjyK5PnbDEu4O67DjzlOqs3i26jZrzj-pw_EoW-pxzmTJvXP_Fr-jdTxs4OJfHYZM-YA8plzsMUA4GPKqY2ukrzRECVXVBeRsmsysCag0KfQZLDN9q-tRG8vloemE0zUyXYS-Zswfb4MAkl/s200/FootballBrandinBlog2013%255B3%255D.PNG" width="200" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">New Identity</td></tr>
</tbody></table>
Nevertheless, the fact remains that football fans are often the most devoted advocates of their club and brand. You'd be hard pressed to find another business within another sector where the customer shows the same levels of loyalty to a brand. And when consumers are this loyal, they tend to be a little more protective over proposed changes to the brand. So, despite the recent success of Cardiff City on the pitch, there are sections of their customer base not entirely happy with how the club is changing its identity in order to re-position itself in the market. <br />
<br />
<h3>
</h3>
<h3>
The core product of football: identification, tradition and the game</h3>
<br />
Some you of you reading this blog may be asking, what does it matter what colour kit Cardiff play in? They’re still Cardiff aren’t they? Well, essentially they are. After all, <a href="http://www.youtube.com/watch?v=lDF6cIRup9Y" target="_blank"><span style="color: #cc0000;">branding isn't just about the colour of a product or the style of the logo</span></a>; these are just visual representations of what the product stands for. <br />
<br />
So perhaps we need to delve deeper into the psyche of the football fan by looking at the core product of football and its importance to the customer.<br />
<br />
Given the popularity of the sport, there has certainly been a fair bit of academic research on the topic of marketing in football. If you fancy doing a bit of extra reading around this topic, you might like to read a paper by Barn (1998) who seeks to understand the distinct nature of the product offering and the influence this has on the behaviour of football supporters. <br />
<br />
In this paper, the cultural aspects of football and the importance of these to the supporter are discussed at length. It recognises that the identity of a football club is made up of tangible factors such as the stadia, the club colours, mascots and chants; as well the intangibles like the club’s history and tradition. And it is these cultural artefacts that act as symbols of brand loyalty. All supporters would, of course, rather be following a team with a winning habit, but dissatisfaction with team performance rarely results in brand-switching; loyalty tends to endure because of this sense of identity.<br />
<br />
So, with this in mind, the cultural aspects of supporting Cardiff City appear to be far more important than that of supporting a successful team. However, it should also be noted that football fans are not homogeneous and different levels of loyalty do exist amongst Cardiff’s customer base. Therefore, to some supporters, it is the enhancement of the core product that adds to the appeal of watching Cardiff. <br />
<br />
It is undoubtedly difficult to separate the success of the team from how marketable the football club now is. Cardiff City now enjoys far higher average attendances compared to the days when it competed in the lower leagues of the football pyramid. This would, therefore, suggest that, to a large contingent of supporters, the level that the team competes at is far more important to them than the colour of the kit. Of course, it also has to be recognised that supporters will often continue to attend games despite being discontent with aspects of the club’s marketing strategy. However, the fact remains that Cardiff City has a far more marketable product now that they are competing in the premier league against the likes of Manchester United and Liverpool.<br />
<br />
<h3>
Repositioning</h3>
<br />
So how far can you push the boundaries of a loyal customer base and why does the club feel the need to re-brand?<br />
<br />
Well, in order for brands to grow and increase revenue streams, they will often look at ways to <a href="http://www.dailymail.co.uk/sport/football/article-2353388/Barclays-Premier-League-clubs-clock-200-000-air-miles-pre-season-tours-Asia-Australia-South-Africa-United-States.html" target="_blank"><span style="color: #cc0000;">maximise the appeal of the product beyond that of its existing customer base</span></a>. <br />
<br />
The most successful football club brands aren't solely dependent upon gate receipts for income generation, but rather sales on the augmented aspects of the product: banqueting and catering, merchandise and sponsorship. Therefore, it’s only natural that clubs, like Cardiff City, should develop strategies that will earn revenue not only from gate receipts and the selling of the core product, but also through alternative and creative selling of the wider experience of football.<br />
<br />
Cardiff City certainly shouldn't lose sight of the core values of their brand, most importantly its association with the area of Cardiff, but similarly, it may be beneficial to look into ways of increasing the appeal of that brand beyond the boundaries of the city and the South East Wales region.<br />
<br />
Cardiff City’s <a href="http://www.bbc.co.uk/news/uk-wales-south-east-wales-21610017" target="_blank"><span style="color: #cc0000;">re-branding strategy is an attempt to widen the appeal of the club in Asia</span></a>, a key target market for the club where there is already an <a href="http://news.bbc.co.uk/1/hi/business/8429706.stm" target="_blank"><span style="color: #cc0000;">enthusiasm for Premier League football</span></a>. And, in this culture, red is a <a href="http://www.bbc.co.uk/news/uk-wales-18009586" target="_blank"><span style="color: #cc0000;">colour associated with luck, joy and celebration</span></a>. When it comes to international marketing, it’s always important to consider how your product will be interpreted overseas. <a href="http://markedbydesign.net/blog/meaning-in-color/" target="_blank"><span style="color: #cc0000;">Colours</span></a>, symbols and <a href="http://www.nytimes.com/interactive/2011/11/12/world/asia/chinese-products-in-translation.html?_r=2&" target="_blank"><span style="color: #cc0000;">names</span></a> are all aspects of your product that can be misinterpreted in an overseas market unless the product is adapted accordingly. <br />
<br />
In order to further widen the club’s appeal in Asia, the club has even <a href="http://www.bbc.co.uk/sport/0/football/21604568" target="_blank"><span style="color: #cc0000;">considered changing the name from Cardiff City to Cardiff Dragons</span></a>. For many supporters, this would have been a step too far, taking the club even further away from its original identity, but this proposal has since been revoked.<br />
<br />
<h3>
The red conversion</h3>
<br />
So, despite some resistance from the core customer base, for now the future of Cardiff City looks set to be red and the dragon an integral part of the new identity. However, it’s likely that there will be some opposition to these modifications long into the future.<br />
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<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgxt4_EOMAgwcsfy4TafYqwABk7iB00IK5sWC2ukJ6-T_-BFv37bmpX2meraH-Ob_eM1L25L4rKgkd75k5EtffzJBo4z0wwHnc8QvVM-jijms3Sj_lDi9_D96PhOM9fahHGbTd7M3HLp2WN/s1600/FootballBrandinBlog2013%5B4%5D.jpg" imageanchor="1" style="clear: left; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" height="165" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgxt4_EOMAgwcsfy4TafYqwABk7iB00IK5sWC2ukJ6-T_-BFv37bmpX2meraH-Ob_eM1L25L4rKgkd75k5EtffzJBo4z0wwHnc8QvVM-jijms3Sj_lDi9_D96PhOM9fahHGbTd7M3HLp2WN/s200/FootballBrandinBlog2013%5B4%5D.jpg" width="200" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Bluebirds Unite</td></tr>
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Since the re-brand, a number of on-line petitions have been set up opposing these alterations and a supporters group called <a href="http://bluebirdsunite.org.uk/wp/?page_id=2" target="_blank"><span style="color: #cc0000;">Bluebirds Unite</span></a> founded with a focus on fighting these changes. To this group of consumers, the colour blue and the symbolism of the bluebird is an essential part of Cardiff’s identity.<br />
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Attempts have been made by the club to encourage <a href="http://www.bbc.co.uk/sport/0/football/21497936" target="_blank"><span style="color: #cc0000;">supporter ‘buy-in’ to the new colour by means of a free red scarf</span></a> and the chance to win a season ticket. And whilst this gift may have been gratefully received by some sections of support, to others it was simply seen as a bribe. <br />
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When Cardiff City won promotion to the Premier League, The Guardian newspaper published an article focusing on the club’s new identity. Profiling the views of a long standing Cardiff City supporter, the article professed that <i><a href="http://www.guardian.co.uk/football/2013/apr/17/cardiff-city-promoted-died-last-summer" target="_blank"><span style="color: #cc0000;">'Cardiff City weren't promoted last night. Cardiff City died last summer'</span></a>. </i> On balance, this supporter decided that <i>‘it's better to be away from the venal, soul-destroying situation at Cardiff City.’ </i><br />
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It will certainly be interesting to see how the next few seasons unfold for Cardiff City both on and off the pitch; and also how much the supporters will stand for on the basis of being delivered a premium quality product. <br />
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As both a marketer, a football fan and a follower of Welsh soccer, I hope, whatever happens, Cardiff City will prosper. Business and sport don't always mix well together and, in recent years, too many clubs have gone to financial ruin as a result of being badly run and, more often than not, ignoring the opinions of their supporters. <br />
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<h3>
Tenuous Link</h3>
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Ok, I admit it, there isn't really an obvious link between marketing a university and marketing a football club, but being the University advocate for all things Welsh, I just couldn't resist the temptation of blogging about a topic that has had its fair share media coverage back home in Wales. However, what this blog does demonstrate is the importance of branding and the importance of understanding how your brand is interpreted by your stakeholders.<br />
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Branding is as important to a university as it is to a football club, a retailer or a fashion designer. Your brand defines who you are, what you stand for and what you do. It's a means to differentiate yourself from the competition. And when an applicant to the University of Chester chooses to study at Chester, they are making an investment into an education that will brand who they are for the rest of their life.<br />
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Until the next communication…<br />
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AdamAdam Bodgerhttp://www.blogger.com/profile/16265389103575866090noreply@blogger.com0Chester, Cheshire West and Chester, UK53.193392 -2.893074999999953453.117285 -3.0544364999999534 53.269499 -2.7317134999999535tag:blogger.com,1999:blog-5633227877669512566.post-12120506310621693472013-04-12T07:52:00.000-07:002013-09-20T03:56:59.020-07:00Statistically Speaking, Visually Communicating<br />
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If you’ve seen our latest<span style="color: #cc0000;"> <a href="http://www.youtube.com/watch?v=RwnzQ_ECX_I" target="_blank"><span style="color: #cc0000;">university promo</span></a></span>, you’ll have noticed that there is a heavy use of graphics for illustrating various statistics and facts about the University. The purpose of this film is to highlight why Chester is a sound investment for higher education; an upcoming university rising up the league tables and getting the recognition it deserves for the service it provides its students. But why use infographics for narrating such achievements? And what exactly is an infographic?</div>
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<h3>
The rise of infographics</h3>
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<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiEt-FU9gdT4UoZB09xP5W4UR_9LeagJYpdFDDpm2HPctvZ5cdiF2VrGHZmO828i-UbUKkahzqOHVKgQFTSkJOoc-yuJzFyuzwvfDVO3dforuDfsw5llah964ljRiV4lMKXHsudKrmRLnlF/s1600/InfographicsBlog2013%5B3%5D.jpg" imageanchor="1" style="clear: left; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" height="192" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiEt-FU9gdT4UoZB09xP5W4UR_9LeagJYpdFDDpm2HPctvZ5cdiF2VrGHZmO828i-UbUKkahzqOHVKgQFTSkJOoc-yuJzFyuzwvfDVO3dforuDfsw5llah964ljRiV4lMKXHsudKrmRLnlF/s320/InfographicsBlog2013%5B3%5D.jpg" width="320" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Were our pre-historic ancestors the original innovators of infographics?</td></tr>
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Infographics are certainly nothing new. Think about <span style="color: #cc0000;"><a href="http://www.tfl.gov.uk/assets/downloads/standard-tube-map.pdf" target="_blank"><span style="color: #cc0000;">tube maps</span></a> </span>and <a href="http://www.direct.gov.uk/prod_consum_dg/groups/dg_digitalassets/@dg/@en/documents/digitalasset/dg_070644.pdf" target="_blank"><span style="color: #cc0000;">road signs</span></a>. Indeed, consider also how our prehistoric ancestors used <a href="http://www.guardian.co.uk/science/2012/mar/11/cave-painting-symbols-language-evolution" target="_blank"><span style="color: #cc0000;">cave paintings to communicate</span></a> with each other… at least the assumption is that these paintings were a means to communicate.<br />
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Fuelled by the growth of the internet and social media, the popularity of infographics has undoubtedly risen within the last few years. With more and more marketers across various sectors now using them, university marketers are also seeing their potential for highlighting complex pieces of information and identifying how their university is different.<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgLKyYUV98tWkNLWvSiE4meeeZfCurM8bS6sPTsmY8Lq44Q4J2BAQM8ZhgChH-kqPVK47us8BjASrwiI31uUmSVD1bSlp4BXHS2ZfDmkojkQ078s0J5LvYWeMqBmf8uIRFJrBBa1ZYI37f1/s1600/InfographicsBlog2013%5B2%5D.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgLKyYUV98tWkNLWvSiE4meeeZfCurM8bS6sPTsmY8Lq44Q4J2BAQM8ZhgChH-kqPVK47us8BjASrwiI31uUmSVD1bSlp4BXHS2ZfDmkojkQ078s0J5LvYWeMqBmf8uIRFJrBBa1ZYI37f1/s400/InfographicsBlog2013%5B2%5D.jpg" width="250" /></a></div>
At this point, some of you may be asking, what the heck is an infographic? Well, if you haven’t figured it out by now, <a href="https://vimeo.com/53532259" target="_blank"><span style="color: #cc0000;">infographics are graphical depictions of information, data or statistic</span>s</a> and, at the moment, they are almost everywhere you look. This seems like an opportune moment to give you a visual interpretation of what an infographic is by means of an<a href="http://edudemic.com/wp-content/uploads/2012/10/whats-an-infographic.jpg" target="_blank"> <span style="color: #cc0000;">an infographic from Hot Butter Studio</span></a>.<br />
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<h3>
Cutting through the noise</h3>
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In marketing circles, we often identify the need to ‘cut through the noise’. You may think this is just more jargon and gobbledygook, but this is an obstacle that marketers have to give some serious consideration to if they are going to be effective at what they do. In this context, ‘the noise’ is the clutter of advertising messages that consumers are bombarded with on a daily basis. And, unless the advertisement captures the consumer’s imagination, the message behind the ad will often be either ignored or forgotten. Within the higher education sector, this problem is complicated by virtue of the fact that almost all higher education establishments are trying to say the same thing, meaning it is difficult to differentiate yourself from the competition. There’s probably not a university in the country that isn’t promising the prospect of a better future if you choose their institution.<br />
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An integrated approach to your marketing, where your message is absorbed across a multitude of channels and throughout <a href="http://chestermarketing.blogspot.co.uk/2012/05/guide-to-conversion-engaging-and_14.html" target="_blank"><span style="color: #cc0000;">various stages of the recruitment cycle</span></a>, is a good way of starting to tackle this problem. This means keeping your message and themes consistent throughout all your marketing communications; something we've tried to do through our <a href="http://chestermarketing.blogspot.co.uk/2012/11/on-campaign-trail-with-university-of-you.html" target="_blank"><span style="color: #cc0000;">University of You campaign</span></a>.<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgcmIiXABOseZRgiDWssSVqHKS0LGqyBkOe6R1lh9fdDHWt9szahNglQ9VPjjp4b_HsBp88UIi3frV6bIagwM3No68PEhxM9s28xHOvYWCt-j0LWMgJtxT-k8_R_5p3dOd60VhKpkAX2zx1/s1600/InfographicsBlog2013%5B4%5D.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgcmIiXABOseZRgiDWssSVqHKS0LGqyBkOe6R1lh9fdDHWt9szahNglQ9VPjjp4b_HsBp88UIi3frV6bIagwM3No68PEhxM9s28xHOvYWCt-j0LWMgJtxT-k8_R_5p3dOd60VhKpkAX2zx1/s640/InfographicsBlog2013%5B4%5D.jpg" width="240" /></a>However, you also need to consider how to get prospects and applicants to take notice of what you are saying, remembering that, in today’s world of multi-media technologies, students have many distractions. With this in mind, our marketing communications try to make it as easy and as simple as possible for our prospects to find out more about Chester. <br />
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The use of infographics throughout our marketing campaigns enables us to portray facts and figures about the University in an engaging and memorable way. And with the University of Chester excelling in so many fields in recent years, the University really has had something to shout about. Visual forms of communication are often far easier to understand and far more appealing to process than reams of text, meaning the use of an infographic gives us a better chance of being able to reach out and communicate our successes to the intended recipient. And because infographics can be fun, a good infographic campaign can go viral as it gets shared with friends across social media networks. This gives you the ability to reach out to a far wider audience than simply your intended target market.<br />
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Your stats and facts</h3>
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As a colleague, within another faculty or department within the University, you might be reading this, thinking to yourself that you’ve got a heap of stats that could be used to market the University and its courses. And if this is the case, we want you to get in touch. However, remember that this data will only be of use if it is saying something distinguishable about your service.<br />
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The comedy duo that make up the <a href="http://flightoftheconchords.co.nz/" target="_blank"><span style="color: #cc0000;">Flight of the Conchords</span></a> describe themselves as,<i><span style="color: #cc0000;"> <a href="http://www.bbc.co.uk/music/artists/1f574ab1-a46d-4586-9331-f0ded23e0411" target="_blank"><span style="color: #cc0000;">“New Zealand's 4th most popular guitar-based digi-bongo acapella-rap-funk-comedy folk duo”</span></a></span></i>. For a group with such a distinctive style of music, this is obviously a mocking statistic that isn’t meant to be taken seriously. Yet, occasionally, you’ll see examples of universities exclaiming stats just as undistinguishable as this.<br />
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Whilst it might be pleasing to us that a course or a department has achieved a notable league table ranking, it could look like a mediocre ranking to a prospect that doesn't recognise the context of the stat and is comparing your course to other courses that are alike. Look to highlight what is unique and outstanding about your course and not a wish-washy stat that simply serves to tell the prospect that they could go elsewhere to study the course.<br />
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Knowledge is power</h3>
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You often hear it said that<span style="color: #cc0000;"> <a href="https://vimeo.com/29684853" target="_blank"><span style="color: #cc0000;"><i>‘knowledge is power’</i></span></a></span>. And if we don’t provide our prospects and applicants with the knowledge to make an informed decision about studying at Chester, then we are doing an injustice to both them and also the University. Our job is to make it easy for our prospects to gain and interpret this knowledge, and our latest <a href="http://www.youtube.com/watch?v=RwnzQ_ECX_I" target="_blank"><span style="color: #cc0000;">university promo</span></a> forms part of this notion, with the use of infographics to help them process and remember this information.<br />
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Until the next communication…<br />
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AdamAdam Bodgerhttp://www.blogger.com/profile/16265389103575866090noreply@blogger.com0Chester, Cheshire West and Chester, UK53.193392 -2.893074999999953453.1172855 -3.0544364999999534 53.269498500000005 -2.7317134999999535tag:blogger.com,1999:blog-5633227877669512566.post-52249791275764261282013-03-11T07:15:00.000-07:002013-03-29T03:19:46.590-07:00Prospectuses, prospectusesIt's around this time of year that we publish a new Undergraduate Prospectus, and so it seems a timely opportunity to inform you more about the process of creating our printed prospectuses, as well as why we do it. The following post covers:<br />
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<li>The University of Chester's 2014 Undergraduate Prospectus - available now</li>
<li>An explanation of the Marketing Department's prospectus timelines</li>
<li>Why our prospectuses are important marketing materials</li>
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<tr><td class="tr-caption" style="text-align: center;">The 2014 Undergraduate and 2013 Postgraduate Prospectuses</td></tr>
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<b>2014 Undergraduate Prospectus</b><br />
We are pleased to announce that printed copies of the new 2014 Undergraduate Prospectus are now available. To see up-to-date information about what the University offers to undergraduate students for the 2014-15 academic year, be sure to pick up a copy of the prospectus - available on campus. <br />
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<b>Credit where credit is due...</b><br />
Producing our prospectus is a team effort, and so many thanks go to <a href="http://www.blogger.com/profile/05586505303599485227">Marc Kneebone</a>, who did an excellent job with the prospectus design work, and <a href="http://www.blogger.com/profile/14407556795813478194">Annabelle Davies</a> and <a href="http://www.blogger.com/profile/09624738578725333339">Sarah Markillie</a>, who very helpfully proofread the course pages within the prospectus.<br />
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<b>What are the timelines for the University's prospectuses? </b><br />
As you may already know, here in the Marketing Department we publish two prospectuses per year. However, what you may not know is when the prospectuses are scheduled to be published, and the annual timelines that we adhere to. So, without further ado, here are the timelines for publishing our <span style="color: red;"><b>Undergraduate Prospectus</b> <span style="color: black;">and <span style="color: blue;"><b>Postgraduate Prospectus</b> </span></span></span>each year:<br />
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" style="margin-left: auto; margin-right: auto;" /></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Timelines for the Undergraduate and Postgraduate Prospectuses</td></tr>
</tbody></table>
<br />
As you can see, it's a lengthy process! However, this hopefully gives you a good idea of when we produce the prospectuses and when they will be available. <br />
<br />
<b>How important are the prospectuses?</b><br />
It seems that whatever electronic, social media and one-to-one marketing we do, prospective university students will always want a printed prospectus as well. Indeed, in a survey conducted by Youthsite* in 2010-2011, the <b>most popular source for finding out information about universities</b> was found to be the prospectus, closely followed by open days. <br />
<br />
In the survey,<b> </b>more than <b>80% of University of Chester students </b>and more than<b> 81% of students to our direct competitors </b>also said that a useful and appealing prospectus was a 'very' or 'quite' important factor in their decision about which university they chose to apply for. So, our printed prospectuses are evidently an important and integral part of the University's promotional mix, and are likely to remain so for the foreseeable future.<br />
<br />
<b>Feedback</b><br />
If you have any feedback about our prospectuses, please do get in touch by emailing me at <a href="mailto:m.smith@chester.ac.uk">m.smith@chester.ac.uk</a>. All comments are welcome!<br />
<br />
Until next time,<br />
<br />
Mark<br />
<br />
<i>* Thanks to Niall Farrall for supplying the Youthsite statistics.</i> Mark Smithhttp://www.blogger.com/profile/12882801667052175949noreply@blogger.com0tag:blogger.com,1999:blog-5633227877669512566.post-13177703400678126742013-02-07T04:04:00.000-08:002014-11-29T13:06:14.473-08:00Marketing School DirectFor those of you reading this with absolutely no responsibility for the recruitment of School Direct places, or the recruitment of any kind of teacher training course for that matter, you might think that there is little point in reading on. However, if you have a general interest in student recruitment and raising the profile of your course, I would urge you to stick with this blog, especially if you are concerned with ensuring the best return on your marketing expenditure. The marketing principles discussed within this blog really can be applied to any course at the University.<br />
<br />
<h3>
A Game Changer</h3>
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A change of government policy and the introduction of a new course called <a href="http://www.education.gov.uk/get-into-teaching/teacher-training-options/school-based-training/school-direct" target="_blank"><span style="color: #cc0000;">School Direct</span></a> not only changes the rules of the game but also presents new challenges for student recruitment. Raising the awareness of new course provision can often be a challenge in itself, but with School Direct this responsibility doesn't just sit with the university that the school, or group of schools, have decided to go into partnership with, but also with the school itself.</div>
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<a name='more'></a>As the higher education sector evolves and competition increases, universities are well used to marketing their provision and having a strategic approach to their student recruitment. There isn't a university in the country without a team of marketing specialists behind it for ensuring it recruits to target. And even then, <a href="http://www.telegraph.co.uk/education/universityeducation/9689004/Britains-best-universities-failed-to-fill-11500-places.html" target="_blank"><span style="color: #cc0000;">some universities can still struggle to meet these targets</span></a>, especially in recent years with the introduction of higher tuition fees. However, it is unlikely that the vast majority of schools will have the same marketing expertise, or budgets, to rely upon for recruitment to their allocated School Direct numbers. Nevertheless, in collaboration with their partner university, they must ensure that they do so.<br />
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For that reason, I thought I’d blog some advice and guidance on how schools might like to approach the marketing of their School Direct vacancies.<br />
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<span style="color: #cc0000;">1. Raising Awareness and Understanding</span></h3>
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There may be some of you out there, who don’t work in the education sector, with no idea of what <a href="http://www.chester.ac.uk/education/school-direct" target="_blank"><span style="color: #cc0000;">School Direct</span></a> is. Well, in brief, School Direct is a new government-led initiative for the training of teachers, but with the emphasis on this training being school-led and with large elements of school-based experience and engagement. This allows schools, rather than universities, to shape the way Initial Teacher Education (ITE) is delivered. Nevertheless, the role of the university is still important for the expertise they are able to offer in this process.<br />
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There isn't currently a lot of awareness or understanding about this new course, so the first challenge is to raise awareness. The subsequent steps will explain more about how to do this, but first and foremost, you should make your marketing <a href="http://www.cim.co.uk/MyMedia.aspx?Md=CopyRight" target="_blank"><span style="color: #cc0000;">copy</span></a> about School Direct easily accessible, clear and simple to understand. <br />
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With your website and advertising copy, avoid using ‘academic or business speak’ that might be difficult to understand, otherwise the prospect may simply not bother to read it and you’ll risk losing them at the first hurdle. Keep your copy short and to the point as well as relevant to the reader. Think about what they might want to know, engage them by focusing on what they value and enable them to take action. Remember that the role of your marketing communications isn't simply to raise awareness but to generate applications, so encourage them to get in touch so you can follow up on their interest.<br />
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<span style="color: #cc0000;">2. Targeting and Media Selection</span></h3>
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The first step in the buying decision-making process is need recognition, followed by information search and evaluation of alternatives. The need recognition of the prospect here is obviously the desire to teach, so think carefully about how to target these groups of people. If your marketing budget is tight, you won’t want to waste money advertising in the wrong places, so it is important to ensure that you have a well-defined target market.<br />
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Marketing a new course often involves a certain degree of trial and error. Therefore, an integrated approach that explores a variety of different media (print and on-line) is a sensible way of approaching this, not only to enable your message to be absorbed across a variety of different mediums, but also to enable you to explore what works and what doesn't.<br />
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Local Media</h3>
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Often local press advertising is what a good number of my academic colleagues think of first, which is fine for general awareness raising in a targeted location, but this is a mass media route and, in the digital age, there are often far more cost effective ways of reaching your target market. <br />
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If you opt to advertise in the local press, my recommendation would be to advertise over a number of weeks in order to allow time for the advert to be noticed and absorbed. It is also worth negotiating on the cost and position of the ad in order to give it the best chance of being seen. If you have a small budget and you are unable to afford to advertise in the local press, it is often worth drafting together a newsworthy press release.<br />
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When considering options for advertising on-line, I would often recommend <a href="http://www.youtube.com/watch?v=TOXpYc4WdSU&list=UUQLp75KbfJTmkWmgDywWW9Q&index=6" target="_blank"><span style="color: #cc0000;">Pay-Per-Click (PPC) advertising</span></a>. PPC is a cost effective and targeted way of driving more traffic to your website and consequently raising the awareness of your School Direct vacancies. PPC advertising can often provide a good return on investment (ROI) because it enables you to carefully target your key customer groups by their interests and location, and you’ll only get charged for the ad if the sponsored link is clicked. <br />
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Typically, all leading website search engines and social networking sites will enable you to create a PPC advertising campaign, so establish which the best sites for targeting potential trainee teachers are. Targeting through social networking sites can be done by basing your criteria on the demographics of your target audience. So, you’ll probably want to consider their education, interests, age and location. Targeting through search engines can be done by anticipating what keywords might be used by prospects searching for teacher training vacancies. <br />
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Targeting through search engines is often a good option here because, if done effectively, your ad will be targeted directly at prospects that are actively looking for vacancies on-line.<br />
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You can spend as much or as little as you like on PPC advertising, so set yourself a budget and set limits on the Cost-Per-Click (CPC). The ordering of your listing will depend on other advertisers’ bids (CPC) and the quality score (or relevance) of the ad shown for a given search. Assign a daily budget to your advertising campaign and monitor what is working and what is not.<br />
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Targeted Media and Events</h3>
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It is also worth considering other print and online media where you may be able to target aspiring teachers. For example, this could be media targeted at prospects already working in the sector and looking for career progression; Teaching Assistants for instance. It should also be remembered that media advertising isn’t the only way of raising the awareness of your School Direct vacancies. For instance, you may already have a database of good leads you can target through a mailshot or you could consider attending a <a href="http://traintoteach.education.gov.uk/" target="_blank"><span style="color: #cc0000;">Train to Teach event</span></a> in your local area.<br />
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However, as well as specifically targeting those looking for teaching vacancies, you might like to look at raising the awareness amongst a specific group that are eligible to study the course. Recent graduates in the local area are the most obvious target group, especially for those harder to recruit <a href="http://www.teachers-guide.org/types-of-engagement/supporting-the-curriculum/supporting-stem-subjects.aspx" target="_blank"><span style="color: #cc0000;">STEM</span></a> subjects. If the prospect is a graduate of the partner university, this will often make them a better lead because they already have an association to that institution and hopefully some loyalty to that brand.<br />
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Given the variety of routes available to train as a teacher as well as the number of competitors also offering School Direct, your marketing communications should clearly identify the value of studying School Direct as opposed to another qualification and recognise what is unique about your offering. Only by demonstrating your <a href="http://www.cim.co.uk/files/usp.pdf" target="_blank"><span style="color: #cc0000;">unique selling points</span></a> will you be able to establish your competitive advantage. Schools working in partnership with the <a href="http://www.chester.ac.uk/education/" target="_blank"><span style="color: #cc0000;">University of Chester</span></a> might not only wish to consider USPs within their school but also with the partnership. For instance, there is some real value in stating that you are working in partnership with a University that was the first purpose built teacher training college in the country and has an <a href="http://www.ofsted.gov.uk/inspection-reports/outstanding-providers" target="_blank"><span style="color: #cc0000;">Ofsted ‘Outstanding’</span></a> status.<br />
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If you are successful in generating some interest or applications in your School Direct vacancies, don’t make the mistake of thinking that the recruitment task is over. At all stages of recruitment, whether it is pre or post application, you should try to engage with your prospects and demonstrate a good level of customer care. This could make a real difference to the prospect’s perceptions of your school and the perceived level of support that is likely to be received once enrolled. <br />
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For this reason, every component of your <a href="http://www.cim.co.uk/files/promotionalmix.pdf" target="_blank"><span style="color: #cc0000;">promotional mix</span></a> should encourage the prospect to get in touch. And when a prospect does contact you, ensure you have mechanisms in place for taking their details; data collection is the backbone of understanding who your prospects are and having the means to create a sustainable relationship with them. Without data collection, you are unable to track conversion of enquiries into enrolments and unable to influence the outcome of any enquiries past the stage of initial contact. Prospects could come and go, and you’ll risk failing to recruit to target.<br />
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Make time to follow up on your enquiries and ensure the prospect knows everything they need to about you to make an informed decision. Invite prospects into your school, meet them face-to-face and enable them to experience what it would be like to train at your school.<br />
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And finally, in order to gain the best return on investment, ensure you monitor and adjust you’re your marketing communications accordingly. <br />
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Check the <a href="http://www.cimmarketingexpert.co.uk/wp/?wpid=157" target="_blank"><span style="color: #cc0000;">analytics</span></a> of any on-line marketing communications you do. Besides the targeting capabilities of on-line marketing, a digital campaign also enables you to monitor campaigns in ‘real time’ and adapt accordingly along the way. <br />
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If you opt to advertise through traditional print media it may be worth creating, and including in the ad, an isolated trackable URL (redirected to your existing School Direct web pages) so the success of the advert can be measured against the number of visits to this URL. However, should you decide to do this, the results should be observed with some caution, remembering that prospects may follow up by another means other than that specific URL. For this reason, it is always worth asking your prospects how they heard about your School Direct vacancies.<br />
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Ultimately, however, the most important metric to measure is the number of applications to your School Direct course. If applications aren't increasing as a result of your marketing communications, you’ll need to find out why as soon as possible. It could be down to a general lack of demand in the sector, but if it isn't you’ll need to implement a comprehensive review of your communications plan. <br />
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Until the next communication…<br />
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AdamAdam Bodgerhttp://www.blogger.com/profile/16265389103575866090noreply@blogger.com0Chester, Cheshire West and Chester, UK53.193392 -2.893074999999953453.1172855 -3.0544364999999534 53.269498500000005 -2.7317134999999535tag:blogger.com,1999:blog-5633227877669512566.post-51604889231630807212013-01-21T07:03:00.000-08:002013-09-02T08:00:08.516-07:00Avoid getting spam on your phablet (or creating an email campaign in 2013).<div class="p1">
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You'll probably not be surprised to learn that email is a big part of our communications strategy. How big? Well, in the last 12 months we have sent over <b>225,000 emails</b> to prospects, applicants, current students and alumni. So although they might not be as publicly visible or permanent as the website or prospectus, they make up a really important part of our marketing communications mix and they offer some unique features that we try to fully harness.</div>
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Yes, email is 'cheap' (less than 1p per email), but they are much more valuable to us than that. The flexible nature means that we can target them much more easily to an <a href="http://chestermarketing.blogspot.co.uk/2012/05/guide-to-conversion-engaging-and_14.html" target="_blank"><span class="s1"><b>individual's needs</b></span></a>, and increase their relevance to them. They also offer useful tracking options, so we can see which messages are working and follow up on these accordingly. They're also instant, and during a nervous application cycle, <a href="https://twitter.com/search?q=chester%20received%20application&amp;src=typd" target="_blank"><span class="s1"><b>people seem to appreciate it!</b></span></a></div>
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Email marketing serves as as useful communications tool to remind people that we are thinking of them and to provide targeted offers of courses and services they might find useful. They also reinforce our other print and digital messages, and it is important <span class="s2">that maintain </span>the same design integrity as our other communications. </div>
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It's easy to <a href="http://zgraphicsdev.com/zgr_samples/email/borders_testcase.html" target="_blank"><span class="s1"><b>get email wrong</b></span></a>, so here are a few best practice tips to ensure that we are delivering the best quality messages to the right people.<br />
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1. Clear call to action</h3>
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The top priority of any email we send is to encourage the recipient to take some action as a result of it. This is usually to attend an event, such as an Applicant Day or Open Day, or to register their details if we are targeting them for a new course.</div>
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A good example of this are the current <a href="http://chestermarketing.blogspot.co.uk/2012/12/read-all-about-it.html" target="_blank"><span class="s1"><b>undergraduate course newsletters</b></span></a>. The main purpose of this newsletter is to encourage attendance at an Applicant Day (which in turn improves the conversion rates) by highlighting some of the unique features about the particular course. We also recently targeted applicants with an interest in volunteering (through data generated from their UCAS Personal Statements) to join the <a href="http://www.chester.ac.uk/campus-life/support-for-students/student-ambassador-scheme" target="_blank"><span class="s1"><b>Student Ambassador Scheme</b></span></a>. The highly personalised nature and <a href="http://eepurl.com/oPanr" target="_blank"><span class="s1"><b>clear call to action</b></span></a> led to record registrations for the scheme.</div>
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A clear call to action also helps us to work out how successful a campaign has been. For example, if we send an email advertising an event to 1,000 recipients and 100 of them sign up to attend the event, we have a success rate of 10%. We can then compare this figure against other campaigns to work out what we are doing well and how we can improve.</div>
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Just over 6 years ago, the <a href="http://mashable.com/2013/01/09/iphone-is-6-years-old/" target="_blank"><span class="s1"><b>iPhone was introduced to the world</b></span></a>. In the last few years, we've seen how mobile email is no longer the sole domain of Blackberry-toting executives. And the range of devices that our students are using is increasing all the time. Phones, Tablets, <a href="http://www.theverge.com/2013/1/7/3847446/huawei-ascend-mate-announced" target="_blank"><span class="s1"><b>Phablets</b></span></a>?! How can we ensure that our emails look as good on the desktop as they do on a phone?</div>
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Fortunately, we are able to design responsive emails that adapt to whatever screen size the recipient is viewing the email on. Images will automatically be shrunk to fit on a smaller screen, whilst text will be enlarged to make it easier to read on the move. Links need to be easily tappable with a chunky index finger, as well as a precise mouse pointer.</div>
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However, whilst the size of the images is reducing on some devices, the quality is also increasing. In the last couple of years we've seen the development of super high resolution or 'Retina' displays. These screens are now so good, it is possible to display a full HD picture on a <a href="http://www.theverge.com/2012/11/13/3639728/droid-dna-verizon-specs-features-release-date-price" target="_blank"><span class="s1"><b>device that fits in your hand</b></span></a>. The result of this is that there is now a tricky balance between ensuring that images are the highest possible quality, but also respect mobile connection speeds and data limits.</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj1GJenXsheN2RmodmUJj5gqhz913wzXj3qTcO7eCLWZC5vsneKi0SGiOfVry8FDojlaRwaMACYDSF2V-cBLOEjSadCMF0vVayToMK41WJshiNXGVuAxkAGprURzD4pgNvSjU_sB_tHkmN_/s1600/iphone.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj1GJenXsheN2RmodmUJj5gqhz913wzXj3qTcO7eCLWZC5vsneKi0SGiOfVry8FDojlaRwaMACYDSF2V-cBLOEjSadCMF0vVayToMK41WJshiNXGVuAxkAGprURzD4pgNvSjU_sB_tHkmN_/s320/iphone.png" width="213" /></a></div>
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Our messages are fighting to be seen in busy inboxes overflowing with Facebook notifications and Groupon daily deals. Most email clients can display the subject line, along with a couple of lines to explain what the email is about.</div>
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This is where we try to sum up in as few words as possible what the email is about, whilst making it engaging and encouraging the recipient to read it. If you ever see an introduction an email that reads "Email not displaying correctly...." <span class="s2">Then</span> the sender isn't using preheaders properly!</div>
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We also need to consider which subject lines might get interpreted as spam by ISPs. You all know the usual suspects, which is why we'll always avoid using subject lines that include words like '<i>Enhance</i> your employability' or '<i>Increase</i> your opportunities'...! <a href="http://blog.mailchimp.com/most-common-spam-filter-triggers/" target="_blank"><span class="s1"><b>There are other, less common spam triggers as well</b></span></a>. For example, spammers will often start their emails with 'Dear ....', so to avoid getting blocked we'll try to use an alternative.</div>
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<b>4. Encouraging sharing</b></h3>
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You've taken the time to create a <span class="s2">really interesting </span>and engaging email. Using good data practices, we can ensure that it is seen by the most appropriate recipients on our databases. However, we'd also like those recipients to share it among their networks as well, because we'd like their friends to also see it. ("Look where I'm going in September, doesn't it look great?!"). This can really help with the viral reach of an email.</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj7tiUUkYOScz4Cq5NJlyT0Gl5GaK5oYxBnxTa8b9l0xfaltIlezjPd1eGx3MatUcQgtoRaLjIa0DrL4Xlb89d9OEYbe_5xWWbkJBi08z841g2vwppdeB2JTu_zJN3lfRBFblQYtOHLbmhd/s1600/Screen+Shot+2013-01-21+at+14.57.47.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj7tiUUkYOScz4Cq5NJlyT0Gl5GaK5oYxBnxTa8b9l0xfaltIlezjPd1eGx3MatUcQgtoRaLjIa0DrL4Xlb89d9OEYbe_5xWWbkJBi08z841g2vwppdeB2JTu_zJN3lfRBFblQYtOHLbmhd/s1600/Screen+Shot+2013-01-21+at+14.57.47.png" /></a></div>
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We've built in easy to use social sharing buttons on each of the emails we send, to enable one click sharing if the recipient wants to. You can also use these links to <a href="https://twitter.com/TRSChester/status/288253062886326272" target="_blank"><span class="s1"><b>post the email on your Facebook/Twitter pages</b></span></a>, to reach out to people who are interested in your content, but not on your email list.</div>
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<b>5. Saying goodbye</b></h3>
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For a variety of reasons, recipients may decide they're no longer interested in receiving our emails. We'll always stop sending emails to people that have declined an offer of a place, but there may be still active applicants that don't want to hear from us. That's fine, and it's something we have to respect. We offer a one click unsubscribe button on all of our emails.</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgKmjtmEbYYs2A9AUDT-2a7oTtx_bqTatTLNDwW9_-bhdWSMQBubHMx8b81azGBe63IqMqCSsQOvlmZJtnzh99G594DVCTpTX2X3cmhPsLcDtu717URr4rsuqF-cg43Hp1Luq7AuPmHMgu5/s1600/Screen+Shot+2013-01-21+at+14.59.01.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgKmjtmEbYYs2A9AUDT-2a7oTtx_bqTatTLNDwW9_-bhdWSMQBubHMx8b81azGBe63IqMqCSsQOvlmZJtnzh99G594DVCTpTX2X3cmhPsLcDtu717URr4rsuqF-cg43Hp1Luq7AuPmHMgu5/s1600/Screen+Shot+2013-01-21+at+14.59.01.png" /></a></div>
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However, by carefully managing our databases and ensuring our messages are targeted and relevant, we can avoid large numbers of people unsubscribing. <a href="http://mailchimp.com/resources/guides/html/common-rookie-mistakes/" target="_blank"><span class="s1"><b>We'll never just 'blast' out an email</b></span></a> to everyone on our databases.</div>
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We're living in changing times, and some will argue that students are relying less on email and turning to <a href="http://chronicle.com/article/Digitally-Savvy-Students-Play/134224/" target="_blank">other forms of communication</a>. We're keeping a close eye on the market and have a presence on <a href="http://www.facebook.com/uochester" target="_blank">Facebook</a>, <a href="http://www.twitter.com/uochester" target="_blank">Twitter</a>, <a href="http://www.youtube.com/uochester" target="_blank">YouTube</a>, <a href="http://www.thestudentroom.co.uk/forumdisplay.php?f=159" target="_blank">The Student Room</a> (and we're making a start with <a href="http://pinterest.com/uochester/snow-pics/" target="_blank">Pinterest</a> as well). However, students expect to receive official communications from UCAS and their university choices by post and email, and for such time as they do, we'll be there to offer useful advice and next steps during the application cycle and beyond. </div>
Shai Vurehttp://www.blogger.com/profile/06526897547636613825noreply@blogger.com0tag:blogger.com,1999:blog-5633227877669512566.post-10686465576817034292012-12-04T01:32:00.001-08:002016-03-18T04:53:29.055-07:00Applicant Days - Successful Subject Sessions<link href="file:///C:%5CUsers%5Calong%5CAppData%5CLocal%5CTemp%5Cmsohtmlclip1%5C01%5Cclip_filelist.xml" rel="File-List"></link><!--[if gte mso 9]><xml>
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With winter setting in and the Christmas break not far away, it’s time to think ahead to next year’s Applicant Day cycle starting in January. From now onwards and throughout the spring term, applicants will be receiving offers from their prospective institutions. Their task is now to hone their five or so application choices and decide where they really see themselves studying and living for the next three or more years. And that’s where Applicant Days are designed to help.<br />
<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhprM-MTdOTaeM240HNCl8_jL9e9E6gyioAQYT8KeM9yOQnHGSgivYiZRpB49i9ZBCENEFYCEl3XVTmnv0qO4AcX8y8aV46ByuWBT_mx9Ap23VBaw0Vm8G-iVJH0gnaDlDmyiGuwgjF5xA/s1600/BlogLookBeforeYouLeap2013.PNG" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhprM-MTdOTaeM240HNCl8_jL9e9E6gyioAQYT8KeM9yOQnHGSgivYiZRpB49i9ZBCENEFYCEl3XVTmnv0qO4AcX8y8aV46ByuWBT_mx9Ap23VBaw0Vm8G-iVJH0gnaDlDmyiGuwgjF5xA/s200/BlogLookBeforeYouLeap2013.PNG" width="195" /></a>By the time Applicant Days come around, the priority for most applicants is figuring out the distinctions between courses at different universities. It’s likely that they’ll be visiting elsewhere too, and directly comparing institutions and courses. Our cycle of Applicant Days running between January and the start of May provides opportunities for applicants to visit us throughout the period that sees their offers come in and decisions having to be made. </div>
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The subject sessions at Applicant Days are the perfect opportunity for departments to engage with their applicants at this stage in the application cycle and really show off the many benefits of our courses. It’s then our job in MRA to build the rest of the days around these sessions and help reinforce the value of the whole ‘Chester Experience’ – the result hopefully being to convert attendees into budding 2013 entrants. </div>
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I’ve been having a look at some of the survey feedback about what prospective students most enjoyed about last year’s Applicant Days, plus things they thought could be improved upon. A summary of this data will be forwarded to Faculty Deans over the next couple of months. </div>
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In the meantime, here are a few illustrative quotes from last year’s survey and our top tips for planning successful subject sessions.<br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiDePlvNVtWotAPpjgv-_PvDabb_VINUuMXcp3T-MM4O2HhhNZ_tej7nF4T3exou6ND6JhXTjZKZIDOMcHu2Z1-J8bC-LQoT6PfJpGX8GDbKVk6_2A_0Nopuo4sdKWmuflF9fdWdlKxHt8/s1600/feedback.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiDePlvNVtWotAPpjgv-_PvDabb_VINUuMXcp3T-MM4O2HhhNZ_tej7nF4T3exou6ND6JhXTjZKZIDOMcHu2Z1-J8bC-LQoT6PfJpGX8GDbKVk6_2A_0Nopuo4sdKWmuflF9fdWdlKxHt8/s200/feedback.jpg" width="176" /></a></div>
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<span style="background-color: white; color: black;">Friendly information from the experts</span></h3>
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Given that applicants are taking the time to visit us to find out more about their course, it’s important that they’re able to meet with relevant subject staff where possible. Being able to meet and ask questions of the people who will actually be teaching them leaves visitors better informed and able to envisage what their time with the Department will be like. Previous visitors have also been impressed with the friendliness of staff and an altogether personable approach that really helps Chester stand out from the crowd: </div>
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<strong><span style="color: #990000;"><em>"I liked the relaxed, friendly atmosphere”</em></span> </strong></div>
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<strong><span style="color: #990000;"><em>“Very friendly and welcoming Professor, plenty of opportunity for questions”</em></span> </strong></div>
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<strong><span style="color: #990000;"><em>“I was pleased to meet a member of staff I will be working with in the future”</em></span> </strong></div>
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<strong><span style="color: #990000;"><em>“A specific course teacher would have been helpful”</em></span> </strong></div>
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<span style="color: #990000;"><em><strong>“It would have been nice to have talked to someone who actually ran the course”</strong></em></span></div>
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Help from current students</h3>
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Of course, the real experts in student life at Chester are our students! We know from visitor feedback there’s nothing better than getting information straight from the horse’s mouth. Involving current students in subject sessions - perhaps through Q&As or tours of the department - is a great way of contributing to the day’s personal touch , not to mention a great resource and help to staff.</div>
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<strong> <span style="color: #990000;"><em>“There were students from first and second year speaking which helped to get a feel for the university from a student’s point of view”</em></span></strong></div>
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Timely and relevant information</h3>
<div class="MsoNormal">
A number of those who decide to visit us on an Applicant Day will have already visited us at one of our recent Open Days. It’s worth being mindful of this when planning what you will be delivering on Applicant Days as it shouldn’t simply be a case of repeating the same old formula. </div>
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<span style="color: #990000;"><em><strong>“It was disappointing that it was exactly the same information and presentation that I had received on the Open Day I attended”</strong></em></span></div>
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Notwithstanding this, remember that our visitors are further along the applicant ‘journey’ than before they applied: they will now be seeking specific information about modules, field trips, assessment methods and so on, and comparing this to their other offers. They are also likely to be in a better position to absorb positive messages about graduate employability at this stage; another key area for differentiation between institutions.</div>
<h3 class="MsoNormal">
Keeping it informative, engaging and professional</h3>
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… Not too much of a tall order, right?! First and foremost, applicants want to come away equipped with in-depth, relevant information about what their chosen course will entail. But as the recent parent’s blog post on our campaign site highlights, visits to events like Applicant Days are all about getting a ‘feel’ for the place and people at a university. We’ve had some great feedback from applicants who have been really inspired by meeting enthusiastic staff and students, seeing departmental facilities and engaging in activities as part of the subject sessions: </div>
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<strong><em><span style="color: #990000;">“Great tutor. Interaction. Ability to ask questions. Good to see equipment”</span></em><em><span style="color: #990000;"> </span></em><em><span style="color: #990000;"> </span></em></strong></div>
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<strong><em><span style="color: #990000;"> “I enjoyed it when we did a small workshop as it was fun and not too pressured”</span></em><em><span style="color: #990000;"> </span></em><em><span style="color: #990000;"> </span></em></strong></div>
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<strong><em><span style="color: #990000;">“I enjoyed seeing the facilities and previous students’ work”</span></em><em><span style="color: #990000;"> </span></em><em><span style="color: #990000;"> </span></em></strong></div>
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<em><span style="color: #990000;"><strong>“We enjoyed the way [the tutor] sold both the course and the University. He was informative, interesting and held our attention throughout the session”</strong></span></em> </div>
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This is all worth thinking about when planning the format and delivery of your sessions. In terms of timing, do make sure to use the full time allocated for the subject sessions (this is your one chance to really sell the course – seize it!). Equally, please make every effort not to overrun as delays tend to impact on the rest of an applicants’ day, which was noted by some in last year’s survey feedback.</div>
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Of course, there are always going to be latecomers, and occasions where the best planned schedules go awry! Due to the variety of our programmes and the nature of Applicant Days as being designed around applicant choice, it’s inevitably difficult making ‘one size fit all’. The best feedback from staff and students has been where sessions have been adaptable and tailored to fit the occasion – often, this is when we are able to demonstrate Chester’s personal touch at its best:</div>
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<em><span style="color: #990000;"><strong>“It was small and informal ... it made it very easy for me to ask any questions and get the most out of my day”</strong></span></em> </div>
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Finally, think about the overall impression given by the materials you use on the day and update them as required. If you’d like any advice on printed materials or would prefer to use a PowerPoint template that integrates with other materials used by MRA, please let us know.</div>
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Myself and Mark Hoddell will be in contact with relevant colleagues about the forthcoming Applicant Days – but if you do have any questions or queries in the meantime please get in touch:</div>
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<br />
<a href="mailto:a.long@chester.ac.uk">a.long@chester.ac.uk</a> (Chester)</div>
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<br />
<a href="mailto:M.hoddell@chester.ac.uk">M.hoddell@chester.ac.uk</a> (Warrington)</div>
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</div>
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Thanks all,</div>
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<br />
Anna</div>
Anna Longhttp://www.blogger.com/profile/07412976751227570586noreply@blogger.com0tag:blogger.com,1999:blog-5633227877669512566.post-84467971065045586292012-12-03T00:14:00.000-08:002013-09-20T03:59:43.649-07:00Read all about itIf you’ve read one of my previous blogs, you’ll probably be aware that one of the consistent themes is often based around the premise of creating a stronger bond with the prospect and developing some sort of sense of <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi4jKZGbnl7uLzdRhytqmJzOj5vhOHvWaXhcx7l3rQCbkktqTc8Obi280ZLrJRFaXKC79LBBILWgYiWdYhEVirbDLdgMJjRk4CgSfcvIIJunnXTvJncnHVQyg7I3AGXgo2QHkw0lmjlk8kh/s1600/ConversionGuideHERMLoyaltyModel2012.png" target="_blank"><span style="color: #cc0000;">loyalty to the brand</span></a>. It’s fundamental to any business that wants to be successful or even survive. And it’s why so many businesses now work so hard to encourage you to leave your personal details with them. They want to know exactly who you are, and what your buying habits are, so they can begin to interact with you in a way that is relevant to you. Customers are always the lifeblood of any organisation and universities are no different.<br />
<br />
Whilst our immediate goal may not be repeat business, which is often the main objective of building brand loyalty, it is necessary to keep our prospects and applicants engaged and interested throughout the<span style="color: #cc0000;"> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj5Xv5NXJg-jl4KXZmx5sf11vTBTDyjiJzpy-EGCenB6hK06bFgpwoOnDqGvYhBggVTdaUPd081DpcUZcSwJqO6RfDg53pXHYJEJJ0pA2oS1WfgYAkxnkViQl-mPbQFgXPoPHZNtIjG6agM/s1600/ConversionGuideDecisionMakingProcessModel2012.png" target="_blank"><span style="color: #cc0000;">various stages of their decision making process</span></a></span>.<br />
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjWtgNZomUmDRa_6akbEEvTPZxUZba8I4EuFEfpWs8Drb3g7z7AcvnKY61zZG9lde-0yPOv83KU-sUF5CwMIclH6LYjz1sDzoMLhaTBunPNVo479Nq8Z_CZ4oi-cUlc-Or8Wy8vskLpiX7Q/s1600/NewsletterBlog2012(1).PNG" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="199" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjWtgNZomUmDRa_6akbEEvTPZxUZba8I4EuFEfpWs8Drb3g7z7AcvnKY61zZG9lde-0yPOv83KU-sUF5CwMIclH6LYjz1sDzoMLhaTBunPNVo479Nq8Z_CZ4oi-cUlc-Or8Wy8vskLpiX7Q/s320/NewsletterBlog2012(1).PNG" width="320" /></a></div>
<h3>
Previously…</h3>
<br />
In my previous <a href="http://chestermarketing.blogspot.co.uk/2012/10/the-open-day-aftermath-difference.html" target="_blank"><span style="color: #cc0000;">blog</span></a>, I discussed the aftermath of the Open Day, putting it into context of where it falls in a prospect’s decision making process. With applications now starting to flow into the admissions office, the process of making offers has begun. Hence, it is now that the arduous task begins of trying to convert these applications into enrolments.<br />
<br />
<h3>
Extra, Extra… </h3>
<br />
In terms of how you can begin to engage with your applicants, a department or course e-newsletter is a good starting point. Universities are in a very fortunate position that makes it relatively easy to engage with our prospects. By virtue of an applicant’s application, not only do we know that they are considering the University as one of their five choices, but we also have a wealth of information on exactly who they are and what they are interested in. This immediately gives us the ability to create very powerful personalised and targeted marketing communications.<br />
<br />
<a name='more'></a>One means by which we can create a targeted approach to communicating with our applicants is by segmenting our applicants by their course interest and creating a communication that demonstrates the value proposition that a course can provide them. This, of course, doesn’t have to be done by means of an e-newsletter but this approach does have a number of advantages.<br />
<br />
An e-newsletter enables you to:<br />
<br />
<ul>
<li>inform and interact with your applicants</li>
<li>demonstrate the real value of your course through real life examples</li>
<li>delve deeper than other marketing posts and explain what you mean</li>
<li>engage the reader through interesting content</li>
<li>bring your course to life, making it more tangible to the reader </li>
<li>validate any assertions made and consequently make it sound more credible and believable</li>
<li>make it topical and subsequently interesting to the reader</li>
</ul>
<br />
<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjOBI1S6tlmj8o1nmY8RnWpD92SQocSYzapyn_QgRxkIk7tofEwhTXGs5uoZuI6PK_vfglAAWNYS7DXM2jZBg-p5h0cOvRGEA2VWey0FEWTd5SPrHGnZAWuati5Da3jiWLKbZ1t6wf8aXKp/s1600/NewsletterBlog2012(2).jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjOBI1S6tlmj8o1nmY8RnWpD92SQocSYzapyn_QgRxkIk7tofEwhTXGs5uoZuI6PK_vfglAAWNYS7DXM2jZBg-p5h0cOvRGEA2VWey0FEWTd5SPrHGnZAWuati5Da3jiWLKbZ1t6wf8aXKp/s200/NewsletterBlog2012(2).jpg" width="197" /></a></div>
<h3>
Tip Top</h3>
<br />
So how do you create good content for an e-newsletter? Here are a few pointers on how to connect with your applicants.<br />
<br />
<h3>
<span style="color: #cc0000;">1.<span class="Apple-tab-span" style="white-space: pre;"> </span>Keep it relevant</span></h3>
<br />
This may sound like an obvious thing to say, but make sure the content is relevant and interesting to the reader. Remember who you are writing for and keep asking: “what’s in it for them?” Applicants won’t want to read the story unless it demonstrates how your course is going to enhance their experience at the University. Avoid simply repeating what is in the prospectus. This is your opportunity to tell a story about your course and add a little ‘meat on the bones’.<br />
<br />
<h3>
<span style="color: #cc0000;">2.<span class="Apple-tab-span" style="white-space: pre;"> </span>Keep it personable</span></h3>
<br />
Although it is important to ensure your content accurately reflects the professionalism of your provision, there is no harm in letting the writer’s personality shine through. Don’t limit your newsletters to ‘academic or business speak’. Ensure you keep it personable, simple and easy to read otherwise you’ll risk not getting your point across at all. Everybody’s time is precious and if it is too difficult to read they will simply not bother.<br />
<br />
<h3>
<span style="color: #cc0000;">3.<span class="Apple-tab-span" style="white-space: pre;"> </span>Keep it engaging</span></h3>
<br />
<a href="http://www.youtube.com/watch?v=FsqJFIJ5lLs" target="_blank"><span style="color: #cc0000;">“Are you not entertained?” </span></a> A quote from one of my favourite films, but a statement that epitomised what the crowd were looking for. My tip here is to spark curiosity in the reader and make them want to find out more. Keep them entertained, tell a story and engage the reader.<br />
<br />
<h3>
<span style="color: #cc0000;">4.<span class="Apple-tab-span" style="white-space: pre;"> </span>Keep adding value</span></h3>
<br />
Stay focussed on the objectives of your newsletter. Think about what is unique about your course, the ways in which it adds value and demonstrate, with examples, your proven track record of success. If the article isn’t highlighting how your course will enhance the reader’s experience at the University, then there is little point in the story. Like it or not, students are now consumers looking for the best possible return on that investment.<br />
<br />
<h3>
<span style="color: #cc0000;">5.<span class="Apple-tab-span" style="white-space: pre;"> </span>Keep it integrated </span></h3>
<br />
Whilst we might want to tell the reader something new and exciting, you might also like to remind them of the core values of your course that make it distinctive from other comparable courses. Even though an applicant has made an expression of interest, don’t ever assume that they already know the basic features of your course. Adopting an integrated approach to your marketing communications, and maintaining a consistent message throughout, should help to avoid confusing the applicant about what your course is about and help them to remember you. This tactic of message reinforcement is a basic principle adopted by all successful brands to ensure that they are at the forefront of consumers’ minds.<br />
<br />
<h3>
<span style="color: #cc0000;">6.<span class="Apple-tab-span" style="white-space: pre;"> </span>Keep communication flowing</span></h3>
<br />
Following on from the point above, don’t settle for just creating the odd newsletter here and there. Regular contact with your applicants should help to ensure that your course is not forgotten. Our recommendation is to aim for at least one applicant e-newsletter a month from the point of application up until the point of enrolment. You might also want to think of ways of encouraging your applicants to converse with you further, perhaps by means of an invitation to an <a href="http://www.chester.ac.uk/applicantdays" target="_blank"><span style="color: #cc0000;">Applicant Day</span></a> or through engaging with your <a href="http://www.chester.ac.uk/campus-life/support-for-students/social" target="_blank"><span style="color: #cc0000;">social media networks</span></a>.<br />
<br />
<h3>
That’s all we have time for…</h3>
<br />
With that, it’s tempting to sign off like <a href="http://www.youtube.com/watch?v=-eZpHphhgpo&t=1m19s" target="_blank"><span style="color: #cc0000;">The Two Ronnies</span></a>, but I’m far too <a href="http://www.youtube.com/watch?v=MgGCIZi1UjY" target="_blank"><span style="color: #cc0000;">classy</span></a> to do something as crass as that. I look forward to reading the news!<br />
<br />
Until the next communication…<br />
<br />
AdamAdam Bodgerhttp://www.blogger.com/profile/16265389103575866090noreply@blogger.com0Chester53.193392 -2.89307553.155339500000004 -2.972039 53.2314445 -2.814111