29 - 30 November, 2016 | Novotel Sydney Central, Sydney, New South Wales, Australia

Conference Day Two: Wednesday, 30 November 2016

Expand All Sessions [+] Collapse All Sessions [-]

9:10 AM Transforming Your Brand and Increasing Exposure

Angelo Kourtis , Vice-President (People and Advancement), Western Sydney University


Last August, University of Western Sydney rebranded into Western Sydney University. Though the change was subtle, it was bold. The university is now known as Western Sydney University, symbolising the value it
has for its community – putting Western Sydney first.
This name change was accompanied by a new visual identity including a new logo, alongside a refreshed brand attitude and voice more relevant to the incoming wave
of students and an international audience. The other aim was to address the changing landscape of Western Sydney. There was a 27% increase in registrations to the
2015 Open Day, in comparison to 2014. This early stage of the campaign has seen a 4.4% increase in preferences for Western Sydney University year on year, an extremely
positive mark of success in contrast with a wider industry downward trend. Additionally, as a result of the campaign, the university’s social media followings saw an increase
with 20% more Twitter followers, 10% more Instagram followers and 1000 new Facebook likes.
n Development of a communications plan: championing the qualities of Western Sydney and amplifying the university’s role in the region
n An integrated through-the-line communications strategy was executed featuring advertising across digital, TV and radio to establish the brand identity
n Using high profile people to help tell the story via social channels (the campaign reached over four million social media users with 1.6 million impressions made)
n Seeding university stories into mainstream media
n Creating a social media movement (media coverage generated from PR around the launch resulted in 149 pieces of coverage in tier one media with 90% of these positive in tone)
n Magnifying the ‘Unlimited’ messaging of the campaign, featuring real-life students who are doing remarkable things

Angelo Kourtis
Vice-President (People and Advancement)
Western Sydney University

9:50 AM Growing International Student Numbers Through Data-Driven Marketing

Kent Anderson , Deputy Vice Chancellor (Community and Engagement), University of Western Australia


Global student mobility has been steadily growing over the past decade, and according to OECD’s recent findings, shows no signs of declining any time soon.
With the OECD’s Education at a Glance 2015 report forecasting international student mobility to nearly double to 8.5 million students by 2025, it comes as no
surprise that international student recruitment has become central to many universities strategic business plans for the future. Through a focus on student
insights, digital marketing and a future focused outlook, UWA is aiming to boost international student numbers from 20 per cent, to 30 per cent in the coming year.
n New and innovative marketing strategies to recruit and retain high quality international students
n Seeing the student as a customer: providing excellent customer experience across the student lifecycle
Data driven decisions: Using data to capture a holistic view of the student lifecycle
n Focusing on countires with the best ROI n Capturing student insights to boost student numbers
n Engaging students on digital platforms: using digital channels to engage and recruit international students
 Kent Anderson
Kent Anderson
Deputy Vice Chancellor (Community and Engagement)
University of Western Australia

11:10 AM Practical Digital Transformation: Developing a Culture of Conversion

Neil Pearson , Chief Technical Officer, Hotcourses

Neil Pearson
Chief Technical Officer
Hotcourses

Please select

In a group table discussion, delegates will discuss a particular issue. Each table will be assigned a key issue raised during the previous session to address and present back to the group, the general consensus /solution of the table.

Please select

Using Data Trends to Make More Informed Digital Marketing Decisions

Vik Singh , General Manager – APAC, Hotcourses

  • How well do you understand your target audience?
  • Global market insights and analysing student preferences
  • Utilising data and metrics to position programs strategically 
  • How to provide relevant content for marketing in specific regions 
  • Case study examples include: Brazil and Indonesia
Vik Singh
General Manager – APAC
Hotcourses

1:10 PM Experiential Marketing at UTAS to Build Affiliation and Awareness

Alicia o’Grady , Executive Director, Marketing and Communications, University of Tasmania

The University of Tasmania is moving away from its existing mono-cultural presence by utilising international collaborations with Indonesian cultural organisations, international students, several UTAS departments, and members of the public. One of the most successful initiatives has been in transforming an Indonesian cultural experience into a real life activation. The project reached 6 million people and brought UTAS’s content and digital marketing strategy to life. 
  • Creating an effective content and digital marketing strategy 
  • Reaching specifically targeted markets and building affiliation/awareness 
  • Executing experiential marketing and best practice tips
  • Assessing how to drive cultural awareness while considering emerging cultural icons that parallel the motivations of the target market
 Alicia o’Grady
Alicia o’Grady
Executive Director, Marketing and Communications
University of Tasmania

1:50 PM Solutions Clinic

Alice Summers , Director International Education Policy, Department of Immigration and Border Protection

In a group table discussion, delegates will discuss a particular issue. Each table will be assigned a key issue raised during the previous session to address
and present back to the group, the general consensus/solution of the table.
Alice Summers
Director International Education Policy
Department of Immigration and Border Protection

2:30 PM Reducing Risk and Forming Partnerships Through Effective Channel Management

Tony Mortensen , Director of International Growth Strategies, University of Canterbury

  • Realities of international student recruitment in New Zealand 
  • Creating connectivity with employers and students 
  • Working closely with the agents to improve branding 
  • Evaluating where we are sourcing students from 
  • Best practice for effective channel management with limited resources 
  • Recognising competition & working together to target your particular strengths in a particular region 
  • Challenge: Analysing immigration in terms of student visas, how do we really start to gain traction to push students to Australia and NZ?
Tony Mortensen
Director of International Growth Strategies
University of Canterbury

3:10 PM PANEL DISCUSSION: Leveraging Marketing and Recruitment the Asian Market

Tony Mortensen , Director of International Growth Strategies, University of Canterbury

Martin Lock , Manager - International Sales & Recruitment, TAFE Queensland International

David Wright , Managing Director, HECG

  • The most effective utilisation of digital marketing in tapping into the Asian market 
  • Measuring analytics and driving strategy in recruitment 
  • The impact of political and government differences on international student recruitment 
  • Protecting Australia's international student market against external pressures 
  • The future of the China market: opportunities for the Australian tertiary sector
Tony Mortensen
Director of International Growth Strategies
University of Canterbury
 Martin Lock
Martin Lock
Manager - International Sales & Recruitment
TAFE Queensland International
 David Wright
David Wright
Managing Director
HECG

3:50 PM Closing Remarks