The Partnership Podcast - Higher Ed Marketing – Détails, épisodes et analyse

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The Partnership Podcast - Higher Ed Marketing

Penny Eccles

Business & Entrepreneuriat

Éducation

Fréquence : 1 épisode/30j. Total Éps: 8

Are you a leader in Higher Education? Or are you working in HE Marketing? Perhaps you work in academia and want to know how to boost the success of your subject area. Have you ever wondered what it takes to get your whole university to get behind the concept of student recruitment and growth? It’s all about creating a Culture of Enrolment. In this podcast series you’ll hear all of the secrets behind getting all colleagues (and all silos) behind the concept of Higher Education marketing and student recruitment. Join us and some special guests for some serious insights and takeaways. Let’s create a Culture of Enrolment. Brought to you by Penny Eccles and the team at Marketing Partnership.

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Données mises à jour le 04/07/2026

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Getting university marketing insight right – structures, data and enhancing the overall offer

mardi 10 décembre 2024 • Durée 38:22

Universities hold vast amounts of data but turning it into meaningful action remains a challenge. How can institutions go beyond spreadsheets and reports to make data work for them?

In this episode of The Partnership Podcast – Higher Ed Marketing, Andy Youell, Higher Education Data Expert, joins CEO and Founder of Marketing Partnership, Penny Eccles, to uncover the secrets to making data truly impactful. Together, they explore the evolving role of planning teams, the power of collaboration, and why storytelling is the key to turning insight into action.

Making data meaningful in higher education

Higher education is no stranger to data. For decades, planning functions have played a crucial role in helping universities navigate compliance and predict student numbers. But the role of data has evolved—and so have the challenges.

Andy shares how planning teams have moved from being behind-the-scenes number crunchers to taking centre stage in shaping institutional strategy. From juggling internal demands to meeting external regulatory requirements, the expectations on planning teams are higher than ever. Together, Andy and Penny tackle some of the big questions: How can marketing and planning teams collaborate to unlock the full potential of HE data? Why is context just as important as the numbers themselves? And how can university colleagues use storytelling to make their insight resonate with leadership and stakeholders?

In This Episode

The evolution of planning functions in higher education
Turning data into actionable insight through collaboration
How to break down silos and align teams
The importance of adding context to data to avoid oversimplified conclusions
Using storytelling to make data relatable and persuasive
Tips for marketing and recruitment teams to work effectively with planning colleagues
How understanding trends and demographics can shape strategies
Why the structure of planning teams matters less than fostering collaboration

Quotes

“The journey to insight is about bringing together published statistics, demographic trends, industry reports, government policies, and competitor activities, all of these things. It no longer becomes a conversation about just analysing data.”
“I don't think the answer is within structures and job titles. The answer is within an organisational culture and mindset. The ability to bring together the hard data and the softer issues, the warm data, and to bring that together in a meaningful way.”
“Once we’ve interpreted the data and got to the insight, we then need to take it out and tell a story because people don’t remember numbers, but they always remember a story.”

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The Conversion Conundrum - How to become the first choice institution

mardi 12 novembre 2024 • Durée 35:59

No one wants their university to be the insurance choice. As marketers, we want to inspire students to consider us as their top choice, not merely a backup. Through our research and work with HE marketers, we’ve found there are some common yet avoidable traps that cause prospective students to consider your university as the insurance rather than first choice.

How to reduce friction in the application process and leave a great impression

Penny Eccles, CEO and Founder of Marketing Partnership, breaks down these common issues and dives into the topic of conversion strategies in this episode. A common theme is understanding the importance of building great relationships with students and communicating effectively. We look at how universities engage with students throughout the application process from interviews to open and applicant days and eventually enrolment.

Penny identifies the key stages of the application process that can make or break that relationship with students and ultimately affect conversions.

In This Episode

Why it’s never too early in the year to start thinking about conversions
The danger of ghosting your enquirers
How you might be pricing your courses as a natural second choice
How your applicant interview process can affect conversions
Why you should never neglect students you reject
Why students who attend both open and applicant days should be treated as VIPs
How to maintain a positive tone throughout student communication
The poor impression an uncoordinated welcome can give

Quotes

“Our research tells us that you can easily lose 10% of your firm choices between the firm choice stage and enrolment stage. Encouraging everybody into creating a more coordinated welcome might save you.”
"If your entry tariff is too low, you might be inadvertently positioning yourself - or indeed forcing - your applicants to pick you as the insurance choice."
“Institutions that manage to get their applicants to an open day and then an applicant day can have off-the-scale conversion rates. But here's the killer fact. On average, only about 3% of your offer holders will go to those two events.”

Attract more of the right students to your course

mardi 8 octobre 2024 • Durée 30:30

Attracting the right students to your university is more important than ever, and academic colleagues play a crucial role in this process. In this episode of The Partnership Podcast – Higher Ed Marketing, host Penny Eccles shares key insights into how universities can boost their student recruitment strategies through collaboration and smart marketing.

Maximising student recruitment via PRISM

With a focus on how universities, and more specifically academic colleagues, can attract more of the right students, Penny introduces the PRISM method—a strategy that covers Positioning, Relationships, Issues, Stickiness, and Measurement.

She looks at the role that academic colleagues play in making courses more appealing and competitive. Whether it's refining course descriptions, nurturing school relationships, or creating memorable open day pitches, this podcast episode focuses on providing universities with the tools to grow market share and build lasting connections with potential students.

In This Episode

Introduction to the PRISM method
Course positioning strategies
Building relationships with prospective students
Addressing recruitment barriers
Creating memorable messaging
Establishing thought leadership
Importance of measuring recruitment success
Summary and additional resources

Quotes

“When we talk to some universities, we ask them, do they believe that academic colleagues see part of their role as being in support of marketing and student recruitment? And if I'm honest, we get a mixed response.”
“It's not always about just great marketing. If your product isn't as exciting as your nearest competitors, no amount of promotion can bring you greater market share.”
“What they [students] actually want is to feel something. They want to feel a connection. And we can help that by telling a story.”

How to get your Students' Union on board with HE marketing and student recruitment

jeudi 5 septembre 2024 • Durée 41:45

What if the secret to attracting more students lies in the collaboration between Students' Unions and university marketing teams? In this episode, we explore the often-overlooked partnership that can transform the way Higher Education institutions engage with prospective students.

Students' Unions: the perfect way to highlight campus life

We speak with Fay Harris, Deputy CEO of Membership Services at Keele University Students’ Union, and Ian Pain, Director & Co-Founder of The Crowd Agency. Together, they unpack the complex relationship between Students' Unions and universities, and ways they can work together more effectively.

Students' Unions are an invaluable resource for showing the real life of students on campus, and marketers can tap into that to build trust with prospective students during open days. We also look at how marketers can highlight events and societies to enhance the student experience in marketing materials and drive student numbers.

In This Episode

How Students' Unions work and get funding
Why there’s a gap between unions and the marketing team of the university
Why trust is a key part of marketing and how marketers can balance it with meeting objectives
Tips for university marketers to develop a strong relationship with Students' Unions
Tips for making open days more engaging
Best ways to incentivise student groups to get involved
Leveraging alumni for promotional materials and open days
How Students' Unions and marketing teams can work together for open days
The different approaches to open vs. applicant days

Quotes

“Students' Unions often might not be comfortable with the idea that what they run is a marketing tool; they focus on delivering great services for students.” - Ian Pain
“There's a need for trust between marketing teams and Students' Unions to show authenticity while presenting the institution's best side.” - Ian Pain
“A good relationship between marketing teams and Students' Unions means we can effectively showcase the great student experience at Open Days.” - Penny Eccles

How to achieve a culture of enrolment in five steps

lundi 5 août 2024 • Durée 27:13

How can universities improve how they nurture interest from prospective students and recruit them into the university? Universities face many challenges. There’s wide competition for students and many universities are struggling to boost student numbers. The main culprit is a lack of clarity and unity across different teams. That’s why working to build a culture of enrolment across the organisation is key.

Make boosting enrolment an institution-wide effort

In this episode of The Partnership Podcast – Higher Ed Marketing, we dive into the challenges UK universities face in recruiting students and explore effective marketing strategies to overcome them. We break down our methodology, PACE, which can offer a structured approach to creating an enrolment culture

A more collaborative and effective institution-wide approach to student recruitment is a sense of unity and clarity across the university. By different departments banding together, a more effective, institution-wide approach to student recruitment will help you claw back some of that market share from competitors. We also explore how to get leadership support and buy-in for marketing activities that could increase student numbers and raise awareness of your offerings.

In This Episode

The top three challenges facing universities and their marketing departments
Consequences of not having a solid marketing plan
Why every department needs to work together to build a culture of enrolment
The five steps of the PACE methodology
How to use the PRISM method when working with academics
How to work with leadership to create a plan of action
Potential results of building a culture of enrolment

Quotes

“If your competitors steal your market share, it means you can't get that critical mass on all of your courses. You lose income, which means you can't attract the right talent, which creates reputational loss.”
“We have to really identify the areas in our university that could be our potential internal sales teams.”
“Institutional senior leadership teams don't always see our marketing activities. So, when you bid for extra money or extra funds, you often don't get it because the leadership team doesn't really understand what's going on and that what you're doing is working.”

How to set realistic course targets and restore sanity

mardi 2 juillet 2024 • Durée 30:03

How do you stop unrealistic course targets? There was an enormous amount of interest in this topic, so on this episode of The Partnership Podcast, host Penny Eccles unpacks it with Cathy Mitchell, Associate Director of Strategic Planning at Imperial College London, and Dr Julian Westwood, Director at S Squared Insights.

Setting realistic course targets

The pressures of higher education finance and the unrealistic targets often imposed on departments can drive inefficiencies and increased workloads for academic and administrative staff alike. So how do we combat this?

Cathy and Julian share their expertise on the importance of breaking down student number targets into more manageable and realistic goals by considering market share, historical data trends, and political factors affecting student numbers.

They also highlight the need for universities to use strategic, joined-up thinking and effective data utilisation to set achievable targets.

We hear some practical tips on improving target-setting practices, the importance of fostering strong internal relationships, and how to leverage market insights for better decision-making.

In This Episode

Meet the guests, Cathy Mitchell and Dr Julian Westwood
The challenges of unrealistic course targets
Why unrealistic course targets are such a challenge
Tips from the experts on how to improve the situation
The guests share their success stories around meeting targets
Top tips on meeting course targets

Quotes

“When you see a lot of reports now, they look great because they're telling you how many interactions you have and link clicks and conversion to application space. But that one big gap that we are still working towards is how much did that cost?”
“There's a desire, I think, because so much of our targets start in the finance world, you like a finalised number. It's this number. Therefore, it's that many students. Whereas what we're really talking about is possibilities.”

Five reasons why you’re not attracting enough students to your institution

mardi 4 juin 2024 • Durée 27:11

Are you struggling to capture the hearts and minds of prospective students? If so, you’re not alone. In the first episode of The Partnership Podcast - Higher Ed Marketing, host Penny Eccles addresses five reasons why you may not be attracting enough students to your institution. This episode looks at how to adjust your marketing strategies to ensure your institution resonates with your target audience.

Building connections. Nurturing leads

What do Saturday night TV’s Gladiators and HE marketing have in common? Both have to face the gauntlet, says Penny Eccles. So how can we, as marketers, conquer our own gladiators and start 2025 with a robust lead pool?

In this episode, Penny begins by highlighting the importance of creating a memorable institutional story that uses clarity and repetition to resonate with potential students and stakeholders.

She delves into strategies to ensure institutions remain on prospective students' radars by effectively generating and nurturing leads through human connection and early relationship-building efforts. She highlights the importance of leveraging CRM systems and looks at the role of social media in crafting a compelling narrative for your institution. Penny also addresses the pivotal role academic staff and wider stakeholders play in the student recruitment process.

The episode wraps with actionable insights on ways to harness social media and content marketing to solidify your institution’s narrative and strengthen its appeal to potential students and their influencers.

In This Episode

How to make your institution’s story more memorable
Assessing whether you are on your target audience’s ‘meaningful radar’
Why you need to be treasuring your precious leads
The importance of a functioning CRM system
Why you should supply helpful content like you don’t want anything in return
Why you should keep a record of what is, and isn’t, working
How to engage wider stakeholders
Summary of the five reasons why you aren’t attracting students to your institution
Some of the things that are killing conversion rates

Introducing The Partnership Podcast

lundi 13 mai 2024 • Durée 02:01

The Partnership Podcast is your go-to resource for insights and strategies to drive student recruitment in higher education. Each episode dives deep into the secrets behind creating a "Culture of Enrolment" - the essential approach that's transforming the way higher education institutions attract, engage, and enrol students.

We discuss the proven strategies, tactics, and mindset shifts you need to achieve long-term, sustainable student recruitment success. From breaking down silos to building a university-wide recruitment culture, we'll cover it all.

So, whether you’re a higher education leader, marketer, or academic, you’ll walk away from this podcast with actionable tips and techniques to transform your institution’s approach to student recruitment.

Don't forget to subscribe so you never miss an episode of the Partnership Podcast, and get ready to unlock the secrets to sustainable student recruitment success.

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The Partnership Podcast - Higher Ed Marketing – Détails, épisodes et analyse

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