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Invite colleaguesYou Still Can: Recruiting mature students into higher education
Abstract
This paper describes a successful higher education recruitment campaign that increased student numbers by analysing customer data and devising a strategy based on the motivations and barriers of key groups. Readers should gain inspiration to analyse their audience using various market research techniques and turning this into actionable insight, delivering tactical multichannel marketing campaigns to compel a relevant audience. The paper also shows various case studies of students from this market segment, showing the human element of the campaign.
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Author's Biography
David Turton is Campaign and Conversion Manager for the University of Sunderland in North East England. He oversees strategic marketing communications and CRM-driven activity. David is also responsible for granular, segmented communications to enquirers and applicants. He managed the gold HEIST award–winning campaign ‘You Still Can’, which aimed to attract mature students to the university. David’s background spans website management, e-communications, digital marketing and social media across the private and public sectors.