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By Simon Norcott, Principal : Marketing
Over the past twelve months, we’ve had the opportunity to engage with some of Australia’s leading universities and tertiary institutions to not only assist in appointing commercial and customer leaders, but to hear about their journeys of commercialisation, student experience and customer acquisition.
With the sensitivities that exist between academic led strategies versus commercially focused organisations, learning institutions have been challenged by a growing yet highly contestable sector on a global scale. With students becoming more and more mobile, seeking international learning experiences, universities have had to better engage with their student markets by investing in not only digital learning programs but digital acquisition channels, social media programs and customer/student experience.
Pending legislative changes within the education sector will mean even more competition so the institutions that can differentiate by offering not only offering the best education and learning platforms, but understand the levers to student acquisition, will see faster growth than those who operate the way they always have. We are operating in a new normal of business, customer communication and engagement – offering the best learning programs isn’t enough anymore.
For consumer marketers the questions of brand reputation, lead generation, digital acquisition and customer experience has been a constant over the last five years. With the new considerations around “path to purchase” meaning that customer strategies, product fulfilment, platform delivery and workforce capability have had to be redeveloped to meet these changes.
The opportunity that is on offer in the education industry is clear – take consumer insights and develop brilliant customer focused marketing strategies that are compelling, differentiated, tailored and meaningful in the delivery of learning programs and the experience students have through their learning journey.
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