Digital Marketing
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Open up international career opportunities Communication style: Objectives: Emotional ------------------------------X----- Rational Entertain Inspire Educate Convince CALENDAR Identify the key dates and nature of the recruitment cycle in the market: JAN FEB Chinese NY • Convert offers to acceptances (non-partner) • Attract last minute applications via agents • Pre-departure for transfer students Chinese NY • Intake commences at partner MAY JUN • Pre-departure to students transferring from partner • Attract last minute applications via agents SEP Hari Raya Haji • Info session at partner MAR APR • Process acceptances from partner for Sem 2 • Agent fairs JUL Hari Raya Aidilfitri • Intake commences at partner • Attract last minute applications via agents OCT NOV • Process acceptances from partner for Sem 1 • Study in Australia expo • Convert offers to acceptances (non-partner) 4 AUG • Agent fairs DEC • Attract last minute applications via agents STRATEGY Outline your marketing objectives and approach for each recruitment channel: AGENT Objective Strategy Audience Timing Budget Expected outcome Evaluation date Improve quality of applications from agents in Colombia 1.1 Online training and resources on admission requirements and processes Education agents Q2 1500 20 increase in application to offer conversion rate in Sem 1 2016 over Sem 1 2015 results 15 March 2016 Objective Strategy Audience Timing Budget Expected outcome Evaluation date Increase conversion rate from offer to acceptance 2.1 Monthly Skype sessions with students who have received but not accepted an offer Offer holders Q3 / Q4 500 35 offer to acceptance conversion rate in Sem 1 2016 15 March 2016 Objective Strategy Audience Timing Budget Expected outcome Evaluation date Generate interest in Study Abroad programs from new US partner institutions 3.1 Social media campaign to promote Australian travel and lifestyle Students at US partner institutions Q3 5000 500 instances of social media engagement by end August
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