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Parallel Approach to Recruitment & Marketing
in China
Cecilia FanPublisher & Managing Consultant
China Higher Ed (CHE)
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Agenda
Recruitment in China Students’ Decisions Recruiting channels
Marketing B2C & B2B Media Environment Social Media Influencers & Decision-makers
Case Study & Exercise
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Recruiting from China
Direct Online Offline
Agents Giant Optus Craftsman
Partnerships Joint Programs & Institute/Credit Transfer Foundation Programs
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Student Decision-Making Process
Accessibility
Credibility
MEDIA
Agents
Trusted Sources
Overseas Education Providers
Local Education Service Providers
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Decision-Making Process
When (K-12, UG, PG)? Where? What? Who is making the decision ? Students or parents
- Geographical differences 1st vs. 2nd/3rd tier cities Coast vs. Inland South vs. North
- Family atmosphere- Personality
Influence Local education provider(s) Individual
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Influencers & Decision Makers
Media Students
Parents
Chinese Institutions
Acquaintances
2nd Degree Trust Sources
Agents
Local Edu Service Providers
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Process (B2B & B2C)
Awareness Consideration Preference Action
Marketing & Communication Attraction Engagement
Convenience & Incentives
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Agents
Online
StudioDIY
DirectRecruitment
Recruitment Channels
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Education Service Providers
K-12
Language
Summer Schools
After SchoolPrograms
Subsidized Curriculum
Pathways
Language Training Providers
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Slide 10
B2C Media Environment
Government vs. Private
Traditional vs. Digital
Research Behaviour
Informal Channels
Channels Reaching Your Target
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Slide 11
Social Media
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Social Media
TOTAL POPULATION
INTERNET USERS
ACTIVE SOCIAL MEDIA USERS
UNIQUE MOBILE USERS
ACTIVE MOBILESOCIAL USERS
1,412MILLION
751MILLION
911MILLION
1,119MILLION
911MILLION
URBANISATION
58%PENETRATION
53%PENETRATION
65%PENETRATION
79%PENETRATION
65%
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B2C Marketing – Social Media
No proven evidence of success in recruitment, alone
Quantity vs. quality Accessible | Interactive|Forwardable Long-term Online vs. offline Measuring ROI
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Building Minimum Online Visibility Standard start-up package vs. minimum Discover your core value / developing your
USP Capture the good time Utilize existing channels and infrastructure Use offline opportunity to reinforce online
impact
B2C Marketing – Online
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Slide 15
B2B Approach
Information Source(s)
Finding the customer vs. guiding the
customer
Events Opinion Leaders
Specific Channels to your Target(s)
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Returnees500,000
Students(High School | HE) 28m | 27m (both reduced)
Universities2,000
High Schools 50,000
23 Provinces5 Regions 4 Cities
Study Abroad600,000
Size of the Market
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Lock in Your Targets
550,000
24,000,000
Students enrolled in Chinese tertiary courses
Students enrolled in joint programs in China
Universities50 vs. 2,000
High Schools 1,000 vs. 50,000
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Case Study: Short-term Study Programs
Agents: not super interested Need to directly reach schools/universities Identify suitable platform (Awareness) B2B email/mailing campaign (Awareness) Design scholarship (Attraction) Follow up (Engagement) Logistic Support/Conversion (Convenience/
Incentive)
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Collaborative Success
Victoria University
University of Technology
Sydney
Nottingham University
Chinese Partner University Liaoning University
Shanghai University N/A
Type of Partnership Joint Institute Joint Institute University
First Year of Student Intake 2000 1994 2006
Cohort in China 1,200 3,000 5,600 (⅓ UG)
No. of Students Attending Overseas University Campus
(Each Year)250 – 300 > 450 > 300
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Exercise: Budgeting
A) Banner ads on major education media channels: USD 5,000B) Advertising through high-school student magazine: USD 8,000C) Basic media start-up package: USD 5,000D) Sponsoring an Alumni event: USD 2,500E) Targeted B2B marketing campaign: USD 2,500F) Branding through 30 local media channels: USD 5,000G) Online recruitment campaign: USD 3,500H) Large scale recruitment fair (per city): USD 3,000I) High-school recruitment tour (6 schools): USD 5,000J) Speaking at/Sponsoring local education conference: USD 5,000K) Freelance student managing WeChat account (yrly): USD 6,000L) Part-time social media manager: (ylty) USD 8,000M) Marketing sub-contractor (yrly): USD 30,000
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Pros & Cons (Marketing Options)
Global PR Firm Local PR Firm
Recruitment Agent
Education Consultancy
Self-Implementation
Ad Hoc Contractor
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Ripple Effect
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Ripple Effect II
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Conclusion
Clear & Realistic Objective(s) Evaluate Resources (internal & external) Understand Competitions Define Core Competencies Choose Suitable (level) Playing Field Build Matrix Structure Learn Through Action
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CHE’s News Bulletin
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CHE’s ChinaEduConnect
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What Does CHE Do?In
form
atio
n
Even
ts
Serv
ices
Free Newsletter
Tailored Reports
Due Diligence
Benchmarking Data
PD Training
Recruitment Events
Careers Fair
Online/Offline
B2B / B2C Marketing & Sales
HR Services
Operational Support
Alumni & Career Support