This presentation is based on my personal research to attempt formulating a singular measurement unit for higher education marketing success

1. 10th QS APPLE 2014
Recruitment Demand
For Admission & Marketing Teams:
A metric for Higher Education Marketing
success

2. 10th QS APPLE 2014
Quick Questions:
You have met an aspirant in a Edu-Fair. What is he/she
doing right now?
How are you sure that the allocated money for a certain
region is - Perfect / Less / more?
How would you decide on scaling up admission/marketing
expenditure for your programs next year?

3. 10th QS APPLE 2014
The Need: Defining HEM work
“User Acquisition”
through
“Demand Generation”
What do you
measure for YOUR
team?

4. 10th QS APPLE 2014
The Need: User Acquisition Measurements
Enrollments?
Applications?
Enquiries?
Derivatives

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Spot Quiz
What’s the demand for your program in
Taiwan?
(Give me a number)

6. 10th QS APPLE 2014
What is Recruitment Demand?
It is a number from which all current measurements are
derived (enquiries, applications, enrollments)
Defined as:
“The %age or number of users with the right intent and
demographic fitment available for a specific program in a
given medium/channel at a given time”

7. 10th QS APPLE 2014
Is it relevant?
Findings from my research:
(data from 200 MBA programs over a period of 5 years)
- Positive correlation to Application numbers &
Quality of Applications
- Comparative dynamic ranks of programs can
be produced
- Allows for “zero base” marketing planning

8. 10th QS APPLE 2014
Demand Generation Matrix
Eg:
Google Ads
Facebook Marketing
Eg:
Education Fairs
Webinars
MOOCs
Online Content Maps
Eg:
Newspaper Ads
Magazine Articles
PR
Eg:
Rankings
Test Prep
Action
Engagement
High
High
Low
Low
Demand
Generators
Note:
Mediums or tools are dynamic
as per the life cycle of an
aspirant

9. 10th QS APPLE 2014
How to build Recruitment Demand
Discovery Networking Conversation Conversion
Content Maps
Content Integration
strategies
Different formats of
presenting
Info/content
Building a micro
community of
aspirants, current
candidates, and
alumni. Repeat
every year.
Extensions of
internal counselling
systems
Access systems
Presence across
high RDG and
“Action” probability
channels
Research Prep Application Conversion
You
Aspirant
Demand Generation User Acquisition

10. 10th QS APPLE 2014
Things you need to ask
Ask your media buyers these critical questions:
- What’s the number of people with defined “intent” and
“demography” in your channel?
- What is the engagement unit (eg. pageviews -> content
maps) for each user? What’s the contribution per user?
- What is my current “recruitment demand” in your
channel? What are those of my competition?
- What are the tools in your channel to generate demand
in a specific geography?

11. 10th QS APPLE 2014
Questions
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