The EM-ACE Marketing Toolkit: How to make the most of it Alessandra Gallerano Sapienza University of Rome
AGENDA Introducing the EM-ACE project & research The EM-ACE Marketing Toolkit & Materials Comments, questions, improvements
The EM-ACE team Full Partners Associate Partners Institute of International Education (USA); NARIC-Italia / EM NS Italy (IT); Santander Group (BE); Erasmus Student Network (ESN); Portuguese EM NS (PT) Duration 36 months (September 2012 August 2015)
EM-ACE objectives To increase applications for Erasmus Mundus Joint Masters (mainly from EU students) To improve quality of Erasmus Mundus Joint Master Degrees applications (mainly from EU students) To improve marketing of international joint programmes To improve awareness of Erasmus Mundus Joint Master Degrees and explain key messages
Because countries that don t have global students, are going to be disadvantaged in the future!
And university marketing can be dull and old fashioned
Looking back: consider the EM description
Consider the likely reaction
Similarly the new Erasmus Mundus Joint Master Degree page:
Similarly the new Erasmus Mundus Joint Master Degree page:
EM-ACE Research: Decline in EU applicants Why? STAFF perspective: problem of promotion and funding EMJMDs encourage more Non-EUs Not enough scholarships Staff don t want to lose their own students Not enough time, money, know-how to do good marketing Staff are eager for a marketing strategy, guidance and more resources EMJMD brand messages are unclear
EU student feedback EM highly thought of by students Confusion of brands (EM vs Erasmus) EM not well known to employers Scholarships/funding critical Students comfortable at home No career advantage Prestige of the EC brand Websites, supervisors, open days about EM valued
Erasmus+: Implications for EMJMD Erasmus Mundus Joint Master Degrees continue: First intake summer 2015 EU scholarships have increased in value but not in numbers 75% scholarships to be earmarked for Partner Countries Erasmus+ isn t covering doctoral degrees any more End of former Action 2 now focus on EMJMD 13
And even more need to market them well: More joint programmes EU unis needs to work harder for market share EC expect unis to market the E+ programmes well Universities need help creating marketing strategies Fewer EMJMDs scholarships means trying hard to demonstrate the quality, not just free funding The multi brands require even greater effort to get the messages across
KEY MESSAGES Excellence European Commission Scholarships Quality Master s Joint International Degrees Europe 15
3. EM-ACE MARKETING TOOLKIT & MATERIALS Marketing materials Surveys & Strategies Web
Return on investment? Better marketing More applicants and better students Better students Better programmes Better programmes Increased funding (national + EC) 17
MARKETING MATERIALS PPTs templates prepared in collaboration with EM students Guidelines on how to prepare a successful application Flyers EM-ACE Cards Videos in collaboration with EMA & TubeMates #lookatmenow campaign 18
# Lootatmenow Emphasis on Added value of EMJMD Employability Working many different countries
STRATEGIES & SURVEYS Our marketing toolkit 1. User Guide and Marketing Strategy 2. Three surveys 3. Staff and Student Mapping Tool
1 2 3 How the surveys are designed to work Staff are they marketing EMJMD well? Staff EM Students All students EM students do they think EMJMD marketing materials are regular, good and visible? Students have they ever heard of Erasmus Mundus/E+, do they know what it is?
Mapping tool Staff 2.1 The university and faculty JMD marketing strategies align with the objectives of the EC for JMD. (see http://eacea.ec.europa.eu/erasmus_mundus/programme/abo ut_erasmus_mundus_en.php#objectives) 2.6 Effort is made to encourage 20% of internal students to study abroad in accordance with the Bologna goals. 7.1 All marketing, international and academic staff across the university are introduced to the Erasmus+ JMD proposition, key messages and benefits etc. and can explain them well without using complex jargon. 9.2 JMD webpages on the university site are linked from relevant postgraduate taught degrees/master s pages 9.10 The Erasmus+ JMD website is viewable on a mobile phone. Students 2.1 The university clearly promotes Erasmus Mundus/Erasmus+ Joint Master Degrees as a European Commission scheme, encouraging students to study abroad to improve their global perspectives and enrich their career 2.6 Many of my student friends are being encouraged by our university to do study abroad (whether for Joint Master Degrees or other shorter exchange schemes). 7.1 Staff are good at explaining Erasmus Mundus/Erasmus+ Joint Master Degree without jargon, and promoting it as worthwhile for the students at my university. 9.2 The webpages on the university site about Erasmus Mundus/Erasmus+ Joint Master Degrees are linked from relevant postgraduate taught degrees/master's pages. 9.10 My university's Erasmus Mundus/Erasmus+ Joint Master Degree web page is viewable on my mobile phone. 22
STRATEGIES & SURVEYS: Our marketing tool 4. Sample Report: findings & benchmarking 5. Case Studies of good marketing to inspire! 6. EM-ACE Web Monitoring Tool Analysing Erasmus Mundus Joint Master Degrees website quality
WEB Student section: designed for students by students Staff section: free downloadable material
4. YOUR FEEDBACK What do you think of the EM-ACE materials? What other help do you need to improve your marketing? How are you coping with the new brand and programme structure? Toolkit: What is missing, or worth including?
CONTACT US E-MAIL WEB info@em-ace.eu www.em-ace.eu THANK YOU FOR YOUR ATTENTION!