With the breaking news yesterday that almost 30% of 149 Australian joint programmes and 25% of the 245 UK joint programmes opened since 1994 have now been terminated by Chinese government. Some had only operated for four to five years. How to increase onshore international students to join Australian universities become a key issue, here's an entire marketing solution:

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Source of graph: Mike Gow, July 2018

2. How to minimize the impact of the ‘sino foreign joint program closure’ ?
Marketing Strategy for International Onshore Student Placement in ANZ
Primary Goal, increase onshore student placement business in Australia and New
Zealand
Secondary Goals
• Grow INTONS placement numbers (business sales revenue, GP)
• Increase students satisfaction rate (brand image, VAS, referral and loyalty)
• Improve marketing performance (ROI, CPL, CPA)
• Innovate in digital transformation (UX, AI, data analysis, cloud self-services)
• People development (culture, competency, efficiency)
Customer Journey Mapping
Targeted audiences
and potential
customers pool.
Build up awareness
and trigger demand
of University
application in ANZ.
The start of the
research phase and
make the 1st touch
with the service.
The decision making
phase and the final
stage in the conversion
funnel.
Turn a ‘customer’ to a
‘positive influencer’.
Not the job of
marketing ends but a
new start…

3. Marketing Strategy for Onshore Student Placement in ANZ
Targeting Audiences In The Journey
Targeting Audiences – Onshore
• ELICOS
• Vocational education
students
• International students in
Secondary schools
• The 2nd year & above
university students
• Graduates back to
Universities
• IELTs Academic testers
• Parents & Influencers
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4. Marketing Strategy for Onshore Student Placement in ANZ
5 Key Marketing Strategies Match Customer Journey Mapping
 Reviews &Data Analysis, includes both
NPS reviews and online reviews, wkly & monthly
campaign performance analysis etc..
Leads
Acquisition
Product &
Service USPs
Content
Optimization
UX
Optimization
Reviews &
Data
Analysis
 Product & Service USPs, based on the
S.W.O.T analysis define the USPs student
placement services , VAS & products then
promote it in the market.
 Content Optimization, includes unique
content creation, SEO content optimization,
integrated USPs to match product & service
strategies.
 UX Optimization, optimize users experience
both Online and Offline, including on boarding
experience from CC, web chat, online search,
registration etc..
 Leads Acquisition, includes Online
Acquisition via SEM/display/social/mobile/eDM
channels as well as Offline Acquisition via
education expos, open classes, and partners.
Marketing
Strategies
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5. Marketing Strategy for Onshore Student Placement in ANZ
Quick wins,
1. Digital marketing optimization & influencers marketing e.g. WeChat, Whatsapp
2. CRM and Remarketing with database via Marketing Cloud e.g. salesforce
3. Call tracking for Omni-channel leads acquisition and analysis e.g. Delacon
Mid term wins,
1. Mobile App and Cloud Services for easy connections and upload related docs to
promote self-service online.
2. Cloud services with 7x24hrs Web Chat knowledge base.
3. Offline approach with secondary schools, English training organizations, real
estate and immigration agencies
Mid-to-Long term wins,
1. Machine learning e.g. site search results customization, upload profile then
auto-match majors, universities and alumni connections.
2. VR(Visual Reality) & AR(Augmented Reality) of campus tours, accommodation
and the rehearsal of university interviews .
Innovations & Digital Transformation To-dos
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