Through effective digital marketing communi
contemporary, cost-effective and pertinent platforms, says Professor David Russell
any universities have alteady
‘embraced the wtlisation
of digital media to support
ther student recruitment
and retention objectives. Through effective
digital marketing communications
universities ae able
y
ltforms. By
to potential students via contemp
cost-effective and pertinent
developing external mediums such as social
media accounts, blogs and email marketing
solutions, institutions ae able to monitor
engagement and response rates from
potential seudents
TThe prevalence and prestige of digital
media communications within HE
institutes was demonstrated during the 2014
Sixth Sense survey, which polled 69 UK
university and further education marketing
teams in regards to their communications
digital mas
—7296 of respondents sad that
ting was more important now
Through utilisation of online technical
Ce Cu
platforms, universities are also equipped
tomaximise student retention through
{nereased communication initiatives and
g-edge digital ofers, The University
of South Wales has imple
application called “Unibox USW’, which
enables students to explore courses, book
‘open days and view-recor
This shistin the digital climate isnot
confined to the UK, butisa worldwide
trend in industry development. Universities
USA, Australia and Ch
implementing integeated software solutions
suchas stud
ent orientation programmes,
withthe aim of facilitating a positive and
sonal campus experie
. For example,
at Boston University in the USA, students
take pat in team building activites, panel
discussions and view informational video
clips.
Utilisation of digital media in these
capacities was an aspiration from Generation
Yande
We have an opportunity to con
pectation from Generation X
tit
Paterson sare
Qeehteced een
Sycaniermer etre iicccar le
and subsequent choices”
ions universities are able to transmit messages to potential students via
students on a deeper level that resonates
‘with heir culeural lifestyle and subsequent
choices. Digitisation is the future of the
industry, and by realising our potential for
enhanced communication, retention and
cruitment, we are able co revolutionise the
Professor
David Russell
is Founder and
Chairman of
the Russell
Partnership.
The Russell
Partnership is
consultancy
specialising
within Catering,
Conferen
Events and Leisure Markets.
W.www.russellpartnership.com
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