31 January 2018
Capability building in digital marketing
More than 50 attendees from 20 tertiary institutions participated in ENZ workshops in Auckland, Christchurch and Wellington in January, learning how to build their digital marketing capability to recruit international students.
Conducted by George Hernandez of the Higher Education Consulting Group, the interactive, full-day workshops focussed on optimising student recruitment through all the seven stages of conversion.
Participants also assessed their internal marketing practices for each of the student conversion stages, from expression of interest to retention, and rated their practices against world standards.
Deanna Anderson, ENZ’s Business Development Manager, said the audit and assessment of marketing practices was a valuable exercise for the workshops.
“The assessment process was very useful for industry participants and helped spark some inspiration on tactics for new marketing plans for 2018,” she said.
Susie Robinson, CEO of the Higher Education Consulting Group, said the workshops highlighted the diversity of New Zealand's international student market, and the dedication of professionals working in the sector.
“A key benefit of the workshops was the realisation, for participants, that even small and cost-effective interventions can yield a big return when it comes to optimising the student recruitment pipeline.”
The workshop received encouraging feedback from participants as well.
“It was great that it [the workshop] took a holistic approach, looking at the whole student pipeline, and it really made you understand where your gaps are,” one participant wrote.