Auckland University of Technology New Zealand – AUT is New Zealand’s third largest university in terms of total student enrolment, with approximately 30,000 plus students enrolled across three Auckland campuses.
Pursuing a growth strategy, AUT reached out to MyCareerMatch Recruit to develop study area specific reports to attract students to that school. Read: University micro-marketing
Working closely with the design team and faculty managers, MyCareerMatch Recruit mapped its personality profile to courses and careers each study area offers.
Research indicates students leaving high school with the intention of going to university, are often unsure what they will enrol in and the career opportunities available with the qualification they’ll receive.
Most universities brochures and course pages list career suggestions but too often they’re limited to the ‘obvious’ careers. Doing this they under-sell themselves by not encouraging future students to see a broader range of opportunities open to them after they graduate.
MyCareerMatch Recruit developed individual personality profiles mapping to each of the study areas course offered. Students answer a short 5 minute quiz and on completion download their study profile.
Prior to taking the quiz, students register on the AUT faculty website form. AUT collects student data directly into its CRM and can identify those who registered but didn’t complete the quiz. They then initiate an email marketing campaign.
All three study areas, Business, Communication and Arts report a 100% increase in enquires from students who received their personalised study profile, and based on responses, AUT anticipate a significant increase in enrolment.
As a result of AUT focusing their marketing on each study area, in addition to whole of university, faculty expenditure is targeted and considered an excellent ROI.
Study areas can stand out in a crowded market and achieve better outcomes by promoting courses directly to prospective students who are interest in that area of study.
Contact Nathan Chanesman at MyCareerMatch Recruit nathan@mycareermatchrecruit.com to discuss how we can assist your faculty or study area enrol more students.
