A new approach to marketing a study destination

Engaging with International Students Jane Favaloro International Division Department of Education & Training A new approach to marketing a study dest...
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Engaging with International Students Jane Favaloro International Division Department of Education & Training

A new approach to marketing a study destination •

Study Melbourne is part of the Victorian Education & Training Department – managed within the International Division



The role of Study Melbourne is to raise the profile of Victoria as a premium education destination



With a newly created brand the challenge was to develop new and innovative ways to promote Studying in Melbourne to a diverse set of international target markets

Australian International Education Conference 2006 - www.idp.com/aiec

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The Competitive Context

An international marketplace Key Established Competitors USA, UK and Canada Emerging competitors from Malaysia and Singapore

Expensive and prestigious

Heritage, and familiar with ideas about British education

PR and good uni’s, close to USA

Australian International Education Conference 2006 - www.idp.com/aiec

PR and good uni’s, geographically closer, higher educational standard than Canada

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Needed a program that would work with diverse target markets Parents

Want to give their children the best possible education

Uni / VET Students

Want to secure their future through education

ELICOS Students

Want to become proficient in English language and test the destination

School Students

Want to feel safe and secure being so far from home with prospect of continuing to Higher Education Overlay with the cultural dynamics of key markets SE ASIA, INDIA, UAE

Understanding our Understanding our Target Market target market

Australian International Education Conference 2006 - www.idp.com/aiec

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Independence / Freedom

‘Endless’

‘Journey’

Discover the possibilities City of endless discovery

A journey of selfdiscovery

Academia

Leisure

‘Welcome’ Discover friendship and an international community

‘Future’ Discover the future

Interdependence / Collectivism

A different cultural perspective on studying overseas We had to change the way we sold Melbourne as a destination Western Hemisphere Students

Eastern Hemisphere Students



University is about self-discovery and coming of age



University is about getting ahead ‘of the pack’



Studying overseas is an adventure – the experience of the country is as important as the education



Studying overseas is about doing well and making my family proud



Closed and dictatorial way of learning



Open and collaborative way of learning •

Collectivist culture

Australian International Education Conference 2006 - www.idp.com/aiec

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What they are like Experimental Digital Savvy / Connected Seek Authenticity & Community Multi-Tasking In Control

The Technology • Technology is no longer a barrier - but an enabler • Content distribution of all types has become cheap and easy • “Always-on” broadband penetration is changing the way people interact with the Internet, not just how big the files can be • Technology is fostering new behavior, communication, and participation

Australian International Education Conference 2006 - www.idp.com/aiec

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Establishing the Study Melbourne brand online Use of digital channels to learn about consumers and influence advocacy

Get to know me My context and association with the brand; my goals and dreams

Understand the way I work and live Provide options that suit me & fit in with my lifestyle

Review my

Knowledge and Behaviour (i.e. direct response tools)

Experience Fulfilment Provide relevant opportunities for me to fully engage the brand

Profile of the Consumer No longer a mere receiver of advertising promotions – but actively engaged as a participant

Advances in communications technology have: - Empowered consumers with a platform for self-representation - Pulled emotion closer to the centre of communications - Made relevant what is most difficult to measure, i.e. the intangibles of relationships and brands; and - Consumers in-control of the dialog

Australian International Education Conference 2006 - www.idp.com/aiec

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The Campaign The Campaign

The campaign

Communication Insight Secure your future in Melbourne, Victoria

Re-enforce perceptions of a safe and multicultural city

Show studying in Melbourne as a stepping stone to a better future Focus on the standard of the education, rather than the destination

Australian International Education Conference 2006 - www.idp.com/aiec

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Study Melbourne brochure Adapted for target markets: • • • • • • •

Cantonese Mandarin Japanese Vietnamese Arabic India (English) Spanish

Print Advertising

Australian International Education Conference 2006 - www.idp.com/aiec

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Australian International Education Conference 2006 - www.idp.com/aiec

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Study Melbourne merchandise • • • • •

Friendship bands Pens Bags USB Sticks Business Card Holders

Australian International Education Conference 2006 - www.idp.com/aiec

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Media relations • • • •

Visiting Journalists Program trialled Interviews conducted with students and key stakeholders including Minister Lynne Kosky 9 articles published Program will continue in 2007

Australian International Education Conference 2006 - www.idp.com/aiec

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Study Melbourne

DVD

Australian International Education Conference 2006 - www.idp.com/aiec

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Engaging with International Students Jane Favaloro International Division Department of Education & Training

Australian International Education Conference 2006 - www.idp.com/aiec

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