Masterclass C - Marketing and Student Acquisition
Student Acquisition - Where Does Your Market Reside?
This Masterclass will teach you how to promote your educational organisation, to attract and retain students.
The education sector is a dynamic mix of private institutions, public schools, private tutors, TAFE's, Universities, and many RTO's, all working hard to deliver the best offering, and working to attract students from all sectors, whether local or international. The market is lucrative, but highly competitive, so you need a professional approach to marketing.
Our expert trainer will give you a systematic way of thinking. He will give you a strategy and process that will assist you in understanding where your market resides, how to access that market with minimal cost and effort, and how to maximise your marketing ROI.
This process of thinking, referred to as "Matrix Thinking" presents thinking tools for innovation, opportunity capture, and marketing, that make it simple to explore the business landscape for recruiting students.
Who Should Attend?
- Marketing Directors and Managers
- Student acquisition teams
- Business Managers
- Principals and Deputies
- Access a platform for thinking that inspires novel ways to explore the market to obtain big wins
- Find out how to think outside the box
- Understand what marketing really is - moreover - learn the true definition of the word "marketing", and on the back of that, develop your marketing program
- Develop your own marketing campaign as we work
- Take away the tools, all on a single sheet of paper
- Interact with your peers, and develop new networks and connections - the sum of the two is always greater than the parts.
What to Bring?
- Nothing but an open mind and a willingness to become involved in this highly interactive session, with little more than a dozen slides, and a whiteboard.
Agenda8:30 | Arrival
9:00 | Commencement
9:00 - 9:45 | Session 1: Why would anybody purchase what you are selling? (45 minutes)
The art of innovation can be applied to all manner of business, whether it is developing a new product, processes or services, or even trying to understand how people think.
This session firstly explores the issue of "Value", and asks why anybody would buy your offering. What inspires the purchase decisions, and how can you get into the mind of your potential customer?
From this we can derive a simple definition of innovation, and understand how it can be used to inspire real new business thinking. So what is innovation? Few people have a proper understanding of this simple business principle.
What is your strategy? It's quite amazing, but few organisations actually have a formal strategy for growth and development. What are your strategic options for growth, and how does innovation play a part?
With an understanding of value, innovation and strategy, we can set up a system of innovative thinking that is simple but powerful. Some simple examples will unlock the secret of winning customers and positioning your offering to be the one of choice.
Desired Outcome: Understand what we mean by "Value", and how we might represent this on a simple diagram, discovering how the power of innovation can be applied to all manner of business endeavours.
9:45 - 10:30 | Session 2: What is Matrix Thinking and how can we develop a structured thinking platform of immense power based on a single diagram (90 minutes)
In this session we will build a thinking platform. With this simple drawing you will be able to develop innovations for a whole range of products, and see how easy it is to be innovative.
The outcomes will amaze you.
For example, working in small groups you will find a simple way to increase the value a plain cardboard drink coaster by 500 times for the cost of just 0.25 of a cent. This is an exercise you will do; and you will get the answer.
How can we develop a rope to support a tent for less than one cent that leaves all others trailing in its wake?
What can we do to a canoe paddle or a comb to set it apart, and moreover - how can we measure the value it delivers?
In short you will learn the art of Matrix Thinking.
You will discover all this yourself, and see the power of this simple thinking approach.
Once we have unlocked the secrets of Matrix Thinking, we will then be in a position to properly explore marketing and the education sector.
Desired Outcome: An understanding of the systematic way to think, like you have never seen in the past. This session will have you thinking in a way you thought was impossible. Once you have embraced this approach you can apply it to all manner of issues in business and life.
10:30 - 10:50 | Tea & Coffee Break (20 mins)
10:50 - 12:30 | Session 3: What is Opportunity Capture? (90 minutes)
What is an opportunity, and how can you systematically search for one?
See the Opportunity Matrix in action, and use it yourself to find some stunning marketing insights.
A good starting point is to first understand what the term "Marketing" may mean. Do you have a definition of this impossible word?
It's these insights that lead you to the session on education excellence in recruitment.
Discover where you tribe resides, and explore the opportunity and market landscape.
Desired Outcome: By the end of this sessions participants will understand what an opportunity looks like, how to find one, and how to identify the best approach to the market.
12:30 - 1:20 | Lunch Break (50 mins)
1:20 - 2:40 | Session 4: The Educational Recruitment Matrix (80 minutes)
With the understanding of matrix thinking as a backdrop, we will now build a thinking platform for educational recruitment, marketing, and the secret to market success.
With the power of this Education Recruitment Matrix, coupled with the Opportunity Matrix, new market insights will be discovered.
Desired Outcome: By the end of this session, participants will have a full understanding of the tools that drive innovation, Opportunity Capture and market insights.
2:40 - 3:00 | Tea & Coffee Break (20 mins)
3:00 - 4:00 | Session 5: Let's work the Matrix (60 mins)
With the educational recruitment matrix in place, we can explore in depth market approaches by working the Matrix, and consequently develop a new matrix to better fit the needs of your institution.
Learn how to develop a problem specific matrix that you can use independently to work on your own approach to winning in the education sector.
Desired Outcome: After this session, participants will leave with the tools that power innovative thinking, the opportunity search mechanism, and a better understanding of what marketing is, and how to use it to its fullest. All this in a few simple drawings.
4:00 | Conclusion and summary