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Online marketing activities

Digital information channels are often the first introduction to the UT for our target groups. Via our recruitment websites, we provide students, prospective students, deans and parents with information about the degree programmes offered by the University of Twente.

We also use digital mailings in order to provide the target group with specific information about our programmes and recruitment activities. Social media and on-line advertisements also form part of our on-line recruitment strategy.


Chat

What

Chat application via the recruitment websites

Target group

Prospective students visiting the recruitment websites

Goal

To enable prospective students to ask questions about studies in an accessible manner.

The recruitment websites use the chat application of Cobrowser. A chat button can be found on the bottom right of each page. This button can be used to start a chat session with the Study Information Centre at any time. Moreover, filters have been set which ensure that it is asked in a pro-active manner to start a chat session. This is done, for example, if a person clicks around a lot on the website in a short period of time; this person seems to be lost and the chat window then asks if we could be of any assistance.

Example:

Country pages

What

Special landing pages have been created for various strategic target countries

Target group

Prospective students from strategic target countries

Goal

To assist and provide information to students and direct them to Facebook and recruitment websites

Special landing pages have been created for various strategic target countries. These pages can be found at http://www.utwente.edu/[country name]. They assist and provide information to prospective students from these countries. The pages direct the students to the Facebook pages and recruitment websites.

Example:

http://www.utwente.edu/brasil/

Direct mailings

Contacts with prospective students are maintained by means of e-mailings, among other things. These e-mailings announce the activities and recruitment events, for example.


Target group

-Bachelor: 4th, 5th and 6th year students of pre-university education (NL & INT)

-Master: UT bachelor’s students, higher professional education students, pre-university students, international students, Twente Graduate School & Professionals (NL & INT)

-TGS: Master students and research assistants, PhD candidates

Goal

To familiarize students with the educational programmes offered by the University of Twente, provide them with information and make them enthusiastic about them.

Dates

Various mailings, especially about open days

Examples of a direct mail:


Direct mail Bachelor



Direct mail Master



Direct mail Professionals



Eligibility check

An eligibility check has been developed for prospective international Master's degree students. This check easily allows them to see if they can enrol in a particular Master's programme. They enter the data required and the eligibility check will compare these data with the requirements for the Master's programme. If they are eligible, they will be stimulated to continue with the enrolment process.


Target group

Prospective international Master's degree students

Goal

To offer prospective international Master's degree students an easy way to see if they can enrol in a Master's programme.

Example

http://www.utwente.nl/en/education/master/programmes/biomedical-engineering/eligibility-check


More information

Eligibility check

Landing pages

Special landing pages have been created for various activities in order to assist people using Google. Examples are the open day pages and the individual orientation day pages. These pages contain information about these activities and the registration procedure.


Target group

Depending on what the landing page is designed for

Goal

To provide information about activities / generate leads

Example

http://www.utwente.nl/opendagen/

Online lectures

For the Bachelor's programmes of Communication Studies and International Business Administration, we will start a pilot project comprising 3 on-line lectures (duration: 12 minutes). Students can view an on-line lecture and then test their knowledge in an on-line quiz. Deans and teachers may also offer these lectures in secondary schools.


Target group

3rd, 4th, 5th and 6th year students of pre-university education, parents, deans, teachers

Goal

Broadening, providing information and making people enthusiastic about the Bachelor's programmes.

Online lecture titled 'Introduction to Communication Studies'

Online study profilers

The University of Twente uses online study profilers in order to make it easy for prospective students to find information about programmes at more locations. Online Study Profilers (OSP) are external websites that use information for the purpose of specialization. Contracts are concluded with these online study profilers. The profilers are analysed at the end of a contract in order to assess whether the price per lead is fair enough.


Target group

Prospective students for Bachelor's and Master's programmes

Goal

To make it easier for prospective students to find information about degree programmes of the University of Twente

Examples

http://www.bachelorstudies.com

http://www.studieren-in-holland.de/

http://www.studienscout-nl.de

http://www.bachelor-and-more.de

http://www.educationfair.nl/

http://www.eurnicas.co.uk/

http://www.eurogates.nl/

http://www.masterstudies.com

Social media

What

Various social media channels

Target group

Students (Dutch & international), professionals, staff and external parties

Goal

To provide information and make people enthusiastic about the University of Twente.



More information

www.utwente.nl/socialmedia

The following social media channels are used:

Twitter

The central UT accounts are @utwente (NL) and @utwente_en (EN), the Dutch account being used most frequently. We approach two broad (corporate) target groups with these two accounts. We (automatically) place news messages from www.utwente.nl and supplement these with UT events, little-known facts about the UT and other current events. We try to answer questions received via Twitter as quickly as possible. We try to answer as quickly as possible in the evenings and during the weekend as well. And we do not only respond to questions, we also take the initiative. For example, if a student tweets that he has an individual orientation day at the UT, we will wish him a lot of fun.

Facebook

The UT main account is www.facebook.com/utwente. Via this fan page we apply the same procedure as in the case of our Twitter accounts, only a little less frequently. The number of messages from the UT is lower, the individual (personal) messages and questions from (potential) students higher. We make intensive use of Facebook in particular for the international target group. Via a Facebook app on our page, we provide an overview of our special Facebook pages for our target countries: MexicoGermanyChina (for current students)China – Weibo (for prospective students)China (Renren, for prospective students) GreeceIndonesiaRomaniaIndia.


Linkedin

We manage a UT group on LinkedIN. The initiative in this connection was taken in particular by the Alumni Office of the UT and Human Resources. The intensity of its use is low, we use this group occasionally for large events.

YouTube and Vimeo

The UT uses Vimeo primarily and intensively as a video platform. The videos can be posted without advertisements and the medium has a pleasant interface. All videos can ultimately also be found via our YouTube channel, but this is not our primary channel in view of the advertisements in the videos.

Flickr

We used Flickr in the past for photos of the UT. We are currently not active on this platform.

Google+

We send our news messages via our company page on Google+. Google+ does not have great priority for us otherwise at this time.

Pinterest

We have a profile on Pinterest, but we do not yet use this service at this time.

Testimonials

Ambassadors and experiential accounts play an important role in recruitment.


Target group

-Bachelor: 4th, 5th and 6th year students of pre-university education (NL & INT)

-Master: UT bachelor’s students, higher professional education students, pre-university students, international students, Twente Graduate School & Professionals (NL & INT)

-TGS: Master students and research assistants, PhD candidates

Goal

Experiential accounts to promote the degree programmes and the University of Twente

Dates

Throughout the year

Students, teachers and alumni are used as ambassadors. Some examples:

Student testimonials:
-Business Administration
-Chemical Engineering

Alumni testimonials:
-Communication Studies

Touch platform

What

Personal touch stories from UT-students and -employees

Target group

All

More information

Touch platform

Videos

The University of Twenty makes use of videos in order to convey messages to website visitors.

Target group

Students (Dutch & international), professionals, staff and external parties

Goal

To provide information and make people enthusiastic about the University of Twente.

Videos make the website a lot more lively, clearer and more interesting to look at. The combination between form and content is a way to keep visitors' attention.

Videos can be found via:
-UT's Vimeo channel
-Touch Platform

Examples of some recruitment videos:

Open days


Twente education model


Educational programme - Business & IT


See also

Offline marketing activities