international student recruitment and business marketing

international student recruitmentand business marketing

Presentation Summary

•Introduction to Edinburgh Napier

•Marketing:

–International student recruitment

–Businesses

–Partnership

–“Business tailor”

– Marketing “System”

•Summary

Scotland

Edinburgh Napier University

We are a leading modern university committed to the highest standards of excellence in teaching, learning, research and knowledge transfer.

Our purpose is to develop in individuals, organisations and communities the skills and knowledge which will enable them to succeed.

We are focused on providing education and undertaking research which is directly relevant to enabling graduate employability and to supporting sustainable economic growth in Scotland and beyond.

About us

Established 1964

Nearly 18,000 students from 115 countries

93.6%** of undergraduate students in jobs/further study six months after graduating

97% of postgraduate students are in work or further study within six months of graduation (DLHE 2010)

29% overseas students

Three faculties and eight schools

Three main campuses in Edinburgh

Nine Institutes of Research & Innovation

Facts & Figures*

* 2009/10 **HESA 2010/11

Some of our famous Honorary Graduates

Faculty of Health, Life & Social Science

Faculty of Engineering, Computing & Creative Industries

The Business School

Faculties

Principal & Vice Chancellor

Vice Principal (Academic)

University Secretary

University management structure

Office University Secretary

Director of Property & Facilities Services

Director of Information

Services

VP(Academic)

Office

Dean Faculty of Life & Social Sciences

Dean Business School

Dean Faculty of Engineering, Computing & Creative

Industries

Academic, Strategy &

Practice Lead

Research, Strategy &

Practice Lead

AssistantDean

AssistantDean

AssistantDean

AssistantDean

Vice Principal (Strategy, Resources & External Relations)

Director of Finance, Planning & Commercial Services

Director of HumanResources & Development

Director ofInternational

Development & External Affairs

HeadSchool of Nursing, Midwifery &

Social Care

Head School of Life, Sport &

Social Sciences

AssistantDean

AssistantDean

Head School of Engineering &

the Built Environment

Head School of Arts &

Creative Industries

Head School of

Computing

Head School of Management

HeadSchool of Accounting, Financial

Services & Law

Head School of Marketing

Tourism & Languages

Director of Student

& Academic Services

May 2012

Marketing to international students

Offices in Hyderabad, Beijing, Shandong & Singapore

Active in Hong Kong for over 20 years

New developments & business links in Singapore

18 international institutional partners

◦ Overseas delivery

◦ Dual site delivery

◦ Research collaboration

67,000 active alumni in 126 countries including US, China & India

International

India

Permanent India Office in Hyderabad since 2009

Over 300 students currently studying Edinburgh Napier degrees in Delhi, Kolkata and Delhi with Institute of Advanced Management

Scottish Centre for Tagore Studies opened in Edinburgh Napier in 2012 to promote Indian culture, philosophy, art and literature through the work of Rabindranath Tagore

2 x £5,000 Tagore Scholarships for outstanding Creative Arts students looking to start in September 2013

5 x £2,000 PS Foundation scholarships donated by Vin Murria to support students in Business, Computing & Engineering who meet with financial difficulty

Edinburgh Napier in India

Postgraduate fees range from £10,520 - £13,330 (925,000 INR – 1,170,000 INR)

Undergraduate fees are approximately £10,080 (885,000 INR)

Edinburgh Napier provide 25 Indian Postgraduate Scholarships of £2,000 per year for the best qualified students

Living costs are estimated at £600-800 per month – including £300-400 for accommodation costs

Costs of Study

Undergraduate applications must come through www.ucas.com and Postgraduate through www.courses.napier.ac.uk

Application can be turned around in 5 working days

On receiving an offer you would be expected to pay £3,500 before we are able to issue a CAS (student visa sponsorship) letter

UK Border Agency will then use bank statements to assess whether you have the access to outstanding fee plus living costs for your duration of study (based on £800 per month)

Application & Immigration Process

Marketing to businesses

Leadership & Management Practice

Employment Research

Science & Health Innovation

Creative Industries

Informatics & Digital Innovation

Product Design & Manufacture

Sustainable Construction

Forest Products Research

Transport Research

Business entry points

World leading research in specialist areas which has a direct and immediate economic impact

Bespoke multi-disciplinary services in:

Contract Research

Consultancy

Knowledge Transfer

Continuing Professional Development

What Napier has to market

Patented a process to develop Biofuel from Whisky waste products – Celtic Renewables Ltd

Digital security software – Inquisitive Systems Ltd

Queens Anniversary Prize

Achievements

Marketing Strategy:

• An ‘umbrella’ brand and strategy for multiple organisations

• 9 Partners as a Single ‘gateway’ to university and college expertise;

• Providing a straightforward entry point for businesses

• Approach:

–Establish strategic aims and target audience (e.g. key business sectors, referral organisations, internal staff)

–Review the current market place (SWOT analysis)

–Create list of key objectives and messages to customers – students or businesses

–Consider systems integration (e.g. website to integrate with CRM system)

–Create list of key requirements for marketing materials e.g. logo, website, copy, suite of photography, templates etc.

• Invitation to tender for brand creation & for social media strategy

9 partners !

BIE

Single Brand & Portal

CRM System

• ENU use of Salesforce includes:

– Logging and tracking interactions with business clients and academic staff

–Generate data for reports

• (e.g. investment in R&D, new products, jobs created – impact on the economy)

– Communication across the disparate partners via Chatter

–Marketing campaign management

–Business Tailor enquiry form linked to Salesforce system

SEEKIT OUTPUTS – to end of October 2012Performance Indicator Profile Total

TargetAchieved %age Target

Delivered

Year 1 Year 2 Year 3

No. of events held. 7 7 7 21 6 29%No. of SMEs attending events. 140 140 140 420 45 11%No. of SMEs helped with advice/information (<1 day) 120 180 295 595 369 62%No. of SMEs assisted (1 - 5 days) 74 111 187 372 147 40%No. of SMEs assisted with High Level support > 5 days) 30 45 74 149 61 41%No. of SMEs undertaking Innovation/ RTD Projects 25 38 61 124 120 97%No. of new patents issued/IPR registrations made. 2 4 6 12 1 8%No. of new licensing deals between SMEs and Science Base. 7 10 18 35 1 3%No. of new links between SMEs and Science Base. 66 66 68 200 132 66%No. of SMEs receiving support for energy savings and efficiency 15 30 30 75 2 3%No of renewable energy projects supported 4 6 9 19 2 11%

Leads Referred to Interface 40 60 100 200 0 -RESULTS

Increased investment in external knowledge/Innovation/RTD by SMEs (£) 2,287,591 3,431,387 5,718,977 11,437,955 1,940,883 17%No. of products, processes or services significantly improved 12 18 31 61 21 34%New ones introduced 6 10 16 32 8 25%No. of SMEs with reduced costs per unit output 6 9 14 29 2 7%No. of new spin-outs/SMEs formed 1 2 4 7 2 29%OTHERSMART/R&D General Awards 5 8 10 23 1 4%Other Funding Apps (e.g. KTP) 20 30 51 101 76 75%Market Assessments carried out 5 8 10 23 0 -IMPACTSIncrease in turnover in assisted businesses (£) 1,233,214 1,849,822 3,083,036 6,166,072 1,016,000 16%Total no. of gross new jobs. 16 24 40 80 8 10%Total no. of gross jobs safeguarded. 16 24 41 81 12 15%

Typical CRM report

+

= Marketing System

CRM System

Summary•Introduction to Edinburgh Napier

•Marketing style and messaging depends on purpose:

International Students BusinessesProfile Esteem Profile Esteem

Cost Costs

Visa Service standards – make life easy

Living experience – “Edinburgh” “Why work with us”

Support Support – Innovation fund

Long term benefits - employability Impact through Innovation

Testimonials Testimonials

Workshop

• Why do I want / need to do it?

• What’s in it for me?– Income?– Expectation – eg Policy– Informed teaching and learning?

• Customers:– Which sector are they in?– Where are my new customers?– What do they want from me?– How much can they pay – if they can?– When do they need it?– Is company size a factor?– Threats

Workshop

• What are the equivalent messages for me?

• Explore – what are my foci?– Service quality– Specialist know how, facilities, IP etc– Funding – do I have or can I access funding to make it easier?

• SWOT Analysis– Strengths– Weaknesses– Opportunities– Threats