Conference Day One: Tuesday, 28 November 2017

8:30 AM - 9:00 AM Conference Registration Networking

9:00 AM - 9:10 AM Opening Remarks by IQPC Australia and the Conference Chair

9:10 AM - 9:50 AM CASE STUDY: Improving Customer Engagement and Increasing Applications through Marketing Automation

Kylie Mckenzie, Deputy Director Marketing & Recruitment, University of Canberra
Kylie and her team at the University of Canberra have achieved great results with their marketing automation content strategy, and are now applying the principles of predictive modelling to further grow their student base. They have significantly increased customer engagement while reducing their overall costs. However, the journey over the last 3 years has been a challenging and insightful one.

Kylie in this session will outline:
  • The importance of developing content that focuses on customers’ needs
  • How predictive modelling is helping UC to understand customer journeys and enhance acquisition
  • Lessons learnt from implementing a marketing automation strategy at UC


Kylie Mckenzie

Deputy Director Marketing & Recruitment
University of Canberra

9:50 AM - 10:30 AM CASE STUDY: Leveraging Partnerships to Boost Conversion Rates through an Agent Support Team

Trish Rechichi, Director of Future Students (Recruitment), University of Western Australia
The University of Western Australia have developed an agent support team that develops relationships and analyses business performance of 1100 different recruitment agencies.
This team has improved the turn around of applications by reducing passive leads and focusing on active leads, which has significantly increased the conversion rate. They are also in the process of trialling agents with KPI’s as part of their contracts to measure the success and conversion rate of select agencies.

In this session, Trish will outline:
  • How focusing on quality over quantity and having a fast turn around significantly improves on conversion rates
  • Using communication and relationship building methods to improve on agency efficiency
  • Placing KPI’s on agents to incentivise higher quality applicants and improved conversion rates


Trish Rechichi

Director of Future Students (Recruitment)
University of Western Australia

10:30 AM - 11:00 AM Speed Networking

11:00 AM - 11:30 AM Morning Tea and Networking Break

11:30 AM - 12:10 PM CASE STUDY: Improving Future Student Engagement through Interactive Digital Marketing Content

Marlena Mende, Marketing Manager, Monash University
Marlena and her colleagues from the Faculty of Medicine, Nursing and Health Science at Monash have been experimenting with new emerging digital marketing technologies. They recently developed a virtual reality video that allows potential students to completely immerse themselves in the campus and facilities, creating a memorable and authentic experience. With 360° video integration on most social media platforms, future students have access to the experience at their fingertips.

  • Lessons learnt from developing and implementing virtual reality into a marketing strategy
  • Providing an immersive and unique experience that resonates with a target audience
  • A look into the possible future marketing implications of virtual reality and augmented reality


Marlena Mende

Marketing Manager
Monash University

12:10 PM - 12:50 PM Understanding the Decision-Making Process of where Postgraduate Students Choose to Study

Steven Cohen, Academic, Edith Cowan University
Steve Cohen is in the process of finishing his PHD on the “Decision making amongst postgraduate students choosing to study in Western Australia”. In his research, Steve interviewed students from a range of developing and developed countries, and found factors that influenced the decision to study in Western Australia.

In this session, Steve will outline his findings and research:
  • The structure and model used to determine the various decision making factors
  • The difference in motivation for postgraduate students from developing and developed countries to study in Western Australia
  • How the findings can be used to better understand customers and tailor marketing strategies


Steven Cohen

Edith Cowan University

12:50 PM - 1:50 PM Networking Lunch Break

1:50 PM - 2:30 PM Optimising Digital Marketing Strategies and Tactics through Data Analysis and Benchmarking

, ,
HECG specialises in optimising digital marketing strategies through process mapping, benchmarking and data analytics.
Given how competitive the international student recruitment marketing sector is, education providers must become more efficient with their marketing initiatives.

In this session HECG will draw from case examples to address methods for:
  • Creating and implementing new innovative marketing strategies and tactics to increase the quality and quantity of applicants
  • Successfully engaging with future students through digital mediums, including websites, landing pages, social marketing, search engines, etc.
  • Improving marketing results by understanding future student behaviour through data analytics.

2:30 PM - 3:10 PM PANEL DISCUSSION: How to Bolster Student Recruitment and Engagement through Digital Marketing

Christine Chow, Principal Advisor Global Business, RMIT University Marlena Mende, Marketing Manager, Monash University , ,
Every year Australian and New Zealand Universities spend between $1 and $15 million on marketing campaigns to attract prospective student. These campaigns are meet with varying degrees of success, however if implemented effectively they can significantly improve student recruitment.

This panel will discuss:
  • Strategies to improve digital marketing while also reducing costs
  • Using digital marketing as a way to differentiate, improve exposure and increase market agility
  • Developing personalised content that improves customer engagement


Christine Chow

Principal Advisor Global Business
RMIT University

Marlena Mende

Marketing Manager
Monash University

3:10 PM - 3:40 PM Afternoon Tea and Networking Break

3:40 PM - 4:50 PM Interactive Discussion Group

Not only will you hear peer-to-peer led case studies and best practice, you will also receive focused thought leadership and insight into the future of the International Student Recruitment and Marketing.

How will the IDGs run?
  • The entire audience will break up and choose IDGs based on which topics are most relevant and interesting to them.
  • Each IDG is set in a roundtable format and will be facilitated by a thought leader in the space
  • Each delegate will have the opportunity to select 2 topics and will rotate between their choices every 30 minutes.
  • Discussion groups are kept small to ensure all delegates get the opportunity to ask their most pressing questions, ensuring a perfectly tailored experience.

Table One

3:40 PM - 4:50 PM Digital Marketing

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“How to utilise digital marketing and channels to develop communication, improve targeted marketing and decrease marketing costs”

Table Two

3:40 PM - 4:50 PM Analytics

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“Develop a way to increase the efficiency of marketing and improve the recruitment and admission of international students”

“Leveraging agent and university partnerships to enhance international presence and brand recognition”


Christine Chow

Principal Advisor Global Business
RMIT University

4:50 PM - 5:00 PM Chair Closing Remarks

5:00 PM - 5:00 PM End of Day One & Networking Drinks