Make a splash in 2012!

10 priorities for higher education marketing   

1. Acknowledge the student consumer

Students are not necessarily customers - they have no control over whether they pass or fail through the purchase mechanism - but they are consumers. For universities outside north america where philanthropy remains a relatively minor income source, the future employment of academic staff is dependent upon fostering student demand. Improved service processes and standards will be key.

2. Challenge the past

2012 is an extraordinary year for higher education, particularly in Australia where deregulation of demestic enrolment numbers and mooted changes to base funding have rendered the playing field highly unpredictable. Old assumptions about brand loyalty, enrolment patterns and future funding need to be re-tested, to see what holds true.

3. Work out why you are using social media

As universities wage battles over the tweets and 'likes' of Gen Y, more questions will be asked about the correlation between social media presence and university outcomes. Improved social media strategy and more campaign innovation will be delivered as a result.

4. Redevelop your publications

Twig Marketing research (Student Communications Survey 2011) shows publications are still vital as part of the marketing mix. However, they need to be better integrated with other communications channels in recognition of the fragmentation of media consumption.

5. Fill in the gaps

Almost half of all female respondents to Twig Marketing's Student Communications Survey 2011 said they had enrolled in university without finding out all they needed to know. This sort of blind stab at university choice leaves each institution vulnerable to a significant decline in demand if they cannot improve their student engagement.

6. Think Global

International higher education remains essential not only because of revenue, but also because of the intellectual and cultural contribution that international students make to universities and VET institutions. Global partnerships and exchange will remain an important nice-to-have on student checklists.

7. Mobile web

More than 80% of the world's population own a mobile phone and a fast-growing slice of those are smart phones, capable of connecting to email and the web. Mobile web is not just an optional extra for universities - all institutions must revisit their mobile web strategies for 2012-13 if they are to remain relevant.

8. Logistics review

Too much money is still being wasted shipping heavy brochures around the globe. As university marketing budgets continue to be squeezed, 2012 will be a significant year for a cleverer approach to print and logistics - with resultant savings to be diverted into new technologies.

9. The year of the app

Serious app development is only just beginning for the higher education sector. The greatest potential lies in high quality apps for use by university recruitment teams or VIPs - the essential university-in-my-pocket toolbag that many staff have been seeking for some time.

10. Outsource

Have you given serious consideration to the cost of maintaining in-house capacity in comparison to the value of outsourcing at least some of your operation? Many universities are struggling with legacy marketing structures that are difficult to change and encumbered by the baggage of bygone administrations. Outsourced marketing operations need not entail a loss of control, if you can forge close and clearly defined relationships with contractors and companies that understand the sector.

For more information or a discussion about specialist higher education marketing services provided by Twig, contact Tim Winkler.