BUSINESS MARKETING OBJECTIVES
These are the overarching marketing goals for the business, and different teams. These are important to factor into our Organic Social Media Strategy.
AUTHENTICITY & STORYTELLING
We're aiming to amplify the student experience, excite prospective students and current students to continue their journey with us. Our students should be at the forefront of everything we do, using the different marketing channels at our disposal to reach key target audiences.
This feeds into showcasing UGC where possible, events on campus, recruitment events and efforts, and the achievements of staff to inspire students.
PRODUCTS & PROVISIONS
We're focusing on maximizing our relevance in the market – identify our heroes and align products and messaging to market needs. We're focused on looking at where we're winning, losing and any gaps that may be present.
This feeds into ensuring we're giving as much equal exposure to all partners possible on our social media channels, sharing the achievements of staff, pushing their courses, sharing testimonials of a wide variety of students from different partners, showcasing what's happening on both branch campuses and main campuses for the embedded pathway colleges.
SCALE & DIVERSIFY INTERNATIONAL MARKET
The business is looking to scale and diversify our international market. This is mainly handled by the student recruitment marketing team, and we'll often replicate their activities on our organic social media platforms.
This also feeds into our UGC goals, which heavily involves trying to get students to share their stories, and one facet is trying to source students to share their journey from coming overseas to the UK. We're also looking to expand on our student testimonials, for a more authentic story from students sharing their stories of adapting to UK culture, life and academic world.
Another way we support this goal, is by answering any questions international students may have before they ask it, such as English testing queries, admissions process, the different in the UK academic systems, etc.
REINVIGORATE THE HOME PORTFOLIO
Many marketing and external teams are working on supporting this business goal. We'll mainly work with the insights team and the home student recruitment marketing team to assist in these goals from a social media perspective.
This means showcasing any new courses we launch that are specifically targeted towards home students, replicating the home marketing efforts on our organic social, working with the business development team to showcase their presence at events and efforts.
This looks like re-capping their events, highlighting their efforts, pushing the same courses as them, etc.
