Conference Day One – Wednesday 23 October 2019
8:00 am - 9:00 am Morning Refreshment and Registration
9:00 am - 9:10 am Opening Remarks from the Chairman
Trends and Developments in Global Student Recruitment
9:10 am - 9:50 am Keynote: The Changing Face of Student Recruitment and Marketing – How Ready Are You?
· Winning the war for students in this fiercely competitive landscape
· How advances in AI are changing the way prospective students are assessed
· Should schools care about the widening demand and supply gaps for skilled graduates in the workforce?
9:50 am - 10:40 am Panel: How are Geopolitical Issues Affecting International Student Recruitment?
Moderator:
Justin Tay Regional Director & General Manager (Asia) Times Higher Education
Speakers:
Mark Garratt Director of External Affairs University of Bradford, UK
Diana Chee Director, Marketing and Future Students Monash University Malaysia
Premila Nair Chief Operating Officer & Head of Administration Newcastle University Malaysia
Justin Tay Regional Director & General Manager (Asia) Times Higher Education
Speakers:
Mark Garratt Director of External Affairs University of Bradford, UK
Diana Chee Director, Marketing and Future Students Monash University Malaysia
Premila Nair Chief Operating Officer & Head of Administration Newcastle University Malaysia
· Dealing with the politics of international student mobility
· The impact of cross-border political regulations and socio-political issues
· Rethinking your international recruitment strategy
10:40 am - 11:25 am Speed Networking & Morning Tea
Enhancing your Marketing Strategies
11:25 am - 12:00 pm Case Study: Accelerating Gen Z Student Recruitment Numbers Through Blended Marketing
It is often said that Gen Z are true digital natives and avid consumers of online experiences. But did you know that when it comes to making major decisions – like choosing a university – many Gen Z-ers prefer to ‘switch channels’ to offline mediums?
This case study will walk you through:
· How a top university has successfully blended online and offline marketing tactics
· How to create a marketing strategy that cuts through the noise and appeals to Gen Z
· The result: a record-breaking increase in student recruitment numbers
Angela Seah
Head of Marketing, Office of Undergraduate Admissions & Financial AssistanceSingapore Management University
12:00 pm - 12:35 pm Case Study: How to Create a Successful Integrated Marketing Campaign for Student Recruitment?
· Target audience segmentation with an enhanced understanding of your customers
· Stretching your marketing dollars with student-focused social media content and ads
· Deepening partnerships with student recruitment agencies
· How to develop a solid and attractive student/alumni referral programme
· Action plans to ensure the consistency of your brand message across platforms
12:35 pm - 1:35 pm Networking Lunch
The Power of Branding and Advertising
1:35 pm - 2:10 pm Case Study: How an Established University Leveraged on Branding to Successfully Improve Recruitment and Marketing Results
· The SMU story - Portraying an outstanding brand image in the face of strong competition
· Putting brand strategies that highlight SMU’s unique pedagogies and value propositions into place
· Shifting students’ and parents’ focus away from rankings towards what SMU can do for you
· The results – improving trends in student numbers and enhanced brand reputation
Linette Lim
Director, Admissions Strategy and Outreach, Office of Undergraduate AdmissionsSingapore Management University
2:10 pm - 2:45 pm Case Study: Driving up Brand Visibility and Reputation through a Solid Partnership Network
· Identifying your most critical partners that will add the most value
· Innovative partnerships: Are they suitable for every student recruitment campaign?
· Your KPIs: Are enrollment numbers everything?
2:45 pm - 3:20 pm Case Study: Branding in the New Normal - Using Automation and Programmatic to Drive Excellence and Efficiency
· How programmatic delivers a curated experience to the right target audience
· Greater end-user engagement with powerful data-driven insights
· The EtonHouse transformation – the pressing need for marketing automation
· Addressing various challenges pertaining to data, messaging, journey/integration, personas, culture reboot, inbound, customer funnel vs. flywheel etc.
· The “how” and the “what”: Sales and marketing alignment, single source of truth, AI, journey optimisation, performance-driven, the transformation pyramid
3:20 pm - 3:50 pm Afternoon Tea
Interactive Roundtable Discussions: 2 rotations at 40 minutes each
Structured to maximise interaction and in-depth focus on a topical subject matter, delegates will have the opportunity to participate in 2 roundtable sessions of their choice.
3:50 pm - 5:10 pm Topic 1: How to Increase Marketing ROI with a Small Budget
· Identifying what has to be measured and delivering consistent measurable ROI
· Which activities were the most effective in generating pipeline and revenue?
· Should you implement performance management for marketing activities?
3:50 pm - 5:10 pm Topic 2: Enhancing Marketing Efforts through Worldwide School Partnerships
· Ways of forging strong ties with schools overseas: What’s in it for them, and us
· New programmes, internships, employment possibilities and intercultural exchanges
· New educational approaches and a diverse and dynamic learning environment
3:50 pm - 5:10 pm Topic 3: Transforming Mindsets and Shifting Away from Rankings
- Understanding the school rankings criteria and what else really goes into rankings
- What more needs to be done to educate your target audience on rankings
- Standing out with your own unique brand image and value proposition
Linette Lim
Director, Admissions Strategy and Outreach, Office of Undergraduate AdmissionsSingapore Management University
3:50 pm - 5:10 pm Topic 4: Improving Enrollment Numbers through Agent Partnerships
· Advantages and drawbacks of partnering with agents in overseas markets
· Paying close attention to KPIs, ROI as well as quality of recruitment
· How to further improve and deepen collaboration with overseas agents