Bev Bury: Top Tips from Flinders University’s CMO on Higher Education Marketing

Описание: Introduction to Flinders’ Marketing Leadership
Bev Bury, CMO of Flinders University, shares her journey and approach to higher ed marketing.
Bev’s background from agency to higher education
The shift from tourism to the education sector
Challenges and learnings unique to higher ed marketing

Building a High-Impact Marketing Team
How Bev structured and aligned her team around growth objectives and student experience.
Establishing vision and priorities for Flinders’ marketing team
Integrating marketing with student recruitment efforts
Adapting to competitive pressures in domestic recruitment

Differentiating as a Challenger Brand
Using lessons from tourism to establish Flinders as a unique choice for students.
Bringing a “challenger mindset” to university branding
Standing out in a “sea of sameness” in higher ed
Focusing on authentic, student-centered storytelling

Embracing Authenticity in Student Stories
How Flinders prioritises genuine, student-driven content across its digital channels.
Putting student voices at the heart of social media
Shifting from traditional ads to authentic storytelling
Building brand trust through real student experiences

The Role of Community in Gen Z Marketing
Tapping into Gen Z’s need for belonging and community to enhance student engagement.
Gen Z values genuine community experiences
Higher ed brands extend beyond institutional control
Flinders’ approach to fostering a supportive student community

Navigating Change in Higher Education
Adapting to post-COVID shifts in the higher ed landscape.
Addressing student concerns around finances and HECS
Enhancing the student journey from prospect to alumni
Evolving to meet shifting regulatory landscapes

Improving the Student Pipeline Experience
Flinders’ strategies for enhancing the student application and onboarding process.
Identifying critical moments in the student journey
Streamlining the application process for a seamless experience
Ensuring a supportive environment for new students

Balancing Brand and Course-Specific Marketing
Developing a cohesive marketing message that resonates at all levels.
Integrating student experience into the core brand
Aligning brand and faculty messaging effectively
Flinders’ “Feel, Think, Do” marketing hierarchy

Using the Voice of the Customer
How Flinders leverages student insights to drive strategic decisions.
Listening to prospective and current students for brand insights
Using analytics and focus groups to inform strategy
Collaboration with stakeholders across departments

Embracing Data and Technology in Marketing
Flinders’ approach to leveraging CRM and personalisation for student engagement.
Integrating new CRM tools to improve conversion rates
Overcoming technological challenges unique to higher ed
The role of quick, data-driven decisions in marketing effectiveness

International Student Marketing in a Shifting Landscape
Preparing for changes in international student recruitment and caps.
Positioning Adelaide as a top choice for international students
Collaborating with Study Adelaide for destination marketing
Tailoring programs and messaging to international student needs

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00:00 Introduction
00:33 Bev Bury's Background and Role
02:42 Challenges and Opportunities in Higher Education
04:35 Focus on Student Experience
08:45 Technological Integration and Team Structure
16:02 Voice of the Customer and Strategic Insights
20:13 Marketing Challenges and Success Stories
25:55 International Student Recruitment
29:03 Conclusion