CQUniversity Australia

Aligning International and Domestic Marketing Strategies for clearer and more functional campaigns and vehicles
Susanne Schick Director, Marketing

CQUniversity - Overview
Aim to be Australias most engaged university Focus on quality and accessibility 10 campus located in Central QLD and east coast metropolitan cities 20,000 students both international & domestic (undergraduate, postgraduate, research and access students) Offer over 100 degrees in a number of areas:
Built Environment Business, Accounting and Law Education Engineering, Mining and Technology Health and Medical Sciences Humanities, Psychology and Social Sciences Multimedia and IT Music and Theatre Science and Environment

CQUniversity Student Profile

Undergraduate Students 11,100 undergraduate students 40% - 60% gender split (male to female) 85% QLD 45% Fitzroy, 21% Wide Bay Burnett, 19% Mackay, 9% Brisbane and Moreton Postgraduate and Research Students 6,000 postgraduate students 400 research students 26% interstate students, 23% Brisbane and Moreton, 21% Fitzroy and 12% Mackay 83% study via distance education Access Programs 2,400 students Range of programs STEPS and TEP (Indigenous Access)

CQUniversity Student Profile

International Students Approximately 5,000 students from 60 different countries Primarily located on metropolitan campuses in Brisbane, Sydney, Melbourne and on the Gold Coast Mellior International College, offshore presence in Singapore Small international population also present on the regional campuses Main markets: Middle East, Asia, Latin America, North America and Europe Also major focus on onshore pathways for international students: CQU College (Foundation Studies) Secondary Schools VET Providers English Language Colleges

The team
Strategy, Planning, Branding (Whole of University) Director, Marketing
Associate Director, Marketing Domestic Student Recruitment and Marketing Initiatives

Extensive executive input

General Manager, Marketing and Recruitment (International) International Student Recruitment and Marketing Initiatives

Student Recruitment Team

Publications, Advertising, Web

Onshore Marketing and Recruitment

Offshore Marketing and Recruitment

Aligned Strategy
Overarching collaborative strategies

National media campaign Open Day schedule across all campuses, metro and regional Combined prospectuses and course/program guides National recruitment activities, onshore National schools engagement strategies, onshore Social media strategy Centralisation of the design and publication processes, including promotional products and corporate gifts Communications handled centrally by the Corporate Communications Office

Aligning the planning cycle

Domestic student recruitment plans are based around a campaign and vehicle model which sees the team members each responsible for a specific region and a range of campaigns (depending on their role within the team) International onshore team working into this process, working within regions serviced by international campuses Regular all of team meetings (onshore), implemented via a range of activities including famil type visits to campuses, videoconference and regular follow up between teams Both teams to have input into the planning process, expected to work together to implement operational elements (such as careers events)

Aligning the planning cycle

Regular strategy and operational meetings between domestic and international teams held at least fortnightly Constant communication between teams, videoconference/phone Strategy and planning meetings report into the Senior Management Group (which manages the overall relationship between the two sides of the business) Information share between teams staff portal and marketing and recruitment portal centralised sharing of information

Celebrating the developing success

Marketing groups leading collaboration across the University Shared learnings in terms of the Customer Relationship Management System (CRM) and other University processes (publications, advertising etc.) Combined product training initiatives new programs, program updates, application processes Domestic staff integral to the success of offshore recruiting effort, providing a local perspective (regional or campus level) and also providing introductions to regional partners (internal and external)

Celebrating the developing success

Web/online presence is being developed collaboratively Domestic team leading the project in conjunction with Information Technology teams, currently of international team involved in this process including migrating content and also extensively in content development Content development and social media development lead by International team, research and strategy development

Future developments
Integration of onshore staff activities into overall student recruitment plans and national campaigns Further integration and coordination of offshore activities Integration of CRM data collection and employment into all campaigns, all audiences Conversion project launched across all onshore students (eventually offshore as well) Continue to refine the overall relationship and effectiveness of campaigns, constantly reporting successes and progress to executive Baby steps, continue to review and improve