Do You Want An App With That?

Tim Winkler, Twig Marketing tim@twigmarketing.
com
Do you want an app with that?

Implications of technological change for universities
The 21st centurys biggest change (so far)
Of the 6.8 Billion + people in the world:
78% have mobile phone subscriptions

(12.1% in 2000)
30% have internet subscriptions

(6.4% in 2000)
www.twigmarketing.com
Increase in global connectivity
Earths hottest technology
15 billion app downloads from Apple store in 3 years Analysts predict more smartphones than PCs 2012+ Majority of internet and email traffic via smartphone by 2015+
5 implications for unis

1. Mobile web presence is vital 2. Apps are part of your future 3. Channel evolution is the only constant, meaning: 4. Uni marketers must keep adapting 5. Time to take a closer look at student preferences
Twig Marketing Communication Survey

Communication prefs of 1,011 higher ed students
Daily media consumption - 2011
Source: Twig Marketing 2011
Major media consumption weekly - 2011
Source: Twig Marketing 2011
2 out of every 3 students read

printed newspapers each week
3 out of every 4
students never use Twitter
9 out of every 10
students watch TV and visit Facebook each week www.twigmarketing.com
Just 0.9% of all students surveyed said Facebook had A lot of influence or Extensive influence over their choice of university
page said it had had little or no influence on their choice of university.
93% of those who had visited a university Facebook
76% said university

Facebook pages provided little or no information to aid their course choice
62% of international students and 41% of

domestic students rated uni websites as
very/extremely influential
78% said Open Days were a

significant influence
Only 19% of
Internationals said Open Days were not influential
36% said ads

had influenced their uni choice
No influence:
73% males 55% females

Brochures were a significant influence of university choice for the majority of current students
Male students were twice as likely to think brochures have no influence
46% of male students said talking to university staff had been not at all influential, compared to 22.5%
of female students.
39% of domestic students said they were not at all influenced by talking with uni staff, compared to 23% of internationals.
The report card
Missing links
One in three current students felt they had not found out all they needed to know before enrolling, including: 47% of female students 42% of international students
Value proposition
57% of international vs 69% domestic students 60% of UG vs 74% of PG ...felt valued by their institution
Overall insights
1. Dont believe the Gen Y lie

The generation that apparently sees through advertising says it is far more influenced by advertising than Facebook The majority read newspapers frequently at twice the rate attributed to their generation The web is king but face-to-face interaction is vital too Brochures are in the back seat but still essential
2. A degree is not a donut

The mediums and messages that drive consumer behaviour in other sectors dont always have relevance to higher education Strong internal brand building programs and internal comms strategies are required to equip and empower brand ambassadors particularly because of comms fragmentation
3. Size doesnt always count

The quantity of time that future students devote to a particular medium has no correlation with the influence of that medium on students course choices
Its a complex, cluttered marketing environment.
Do we need ...
Apps?
Smartphones used by around 50% of Australians by Dec 2011 Many apps used by few people Biggest potential is in:
VIP engagement apps Campus tours Alumni apps Parent apps
Brochures?
Yes, we still need them. Students said brochures remain essential reference tools. Biggest potential for change:
Engaging while also professional Integrated with online content Consistency and navigability never more important
Facebook?
Not a strong tool for recruitment, but 93% of students who use it weekly cant be wrong. Biggest potential:
internal brand building alumni connections specific stakeholder group engagement
Further information
Tim Winkler - Twig Marketing Ph: 0409 551 743 E: tim@twigmarketing.com W: www.twigmarketing.com

Do You Want An App With That?

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Tim Winkler, Twig Marketing tim@twigmarketing.

Do you want an app with that?

The 21st centurys biggest change (so far)

Of the 6.8 Billion + people in the world:

78% have mobile phone subscriptions

30% have internet subscriptions

Increase in global connectivity

Earths hottest technology

5 implications for unis

Twig Marketing Communication Survey

Daily media consumption - 2011

Source: Twig Marketing 2011

Major media consumption weekly - 2011

Source: Twig Marketing 2011

2 out of every 3 students read

page said it had had little or no influence on their choice of university.

93% of those who had visited a university Facebook

76% said university

62% of international students and 41% of

78% said Open Days were a

36% said ads

73% males 55% females

Male students were twice as likely to think brochures have no influence

The report card

1. Dont believe the Gen Y lie

2. A degree is not a donut

3. Size doesnt always count

Its a complex, cluttered marketing environment.

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