New Zealand Marketing magazine

Learning smarter

Originally published in NZ Marketing November-December 2009, page 26

University of Auckland pre-empts the recession to boost numbers

At the end of 2007, talk of the recession was strong. With its effects already evident in the training industry, the University of Auckland Business School changed its approach to marketing its Short Course programme in 2008.

The result was a record number of students, 4,500, in 2008.

Background

Practical, punchy, tailor-made Short Courses were launched in 1996 to complement the post-graduate programme at the university’s Business School.

Their vision is to lift the competency of the nation, one person at a time. Currently, nearly 300 two-day public courses on 128 different topics are offered every year in four North Island locations, as well as numerous in-house short courses specifically for organisations as part of a commitment to lifelong learning.

With over 35,000 people having attended a course since 1996, Short Courses is well proven and respected. Each course is presented by an expert in the field, either a University of Auckland staff member, an overseas guest lecturer or a local practitioner.

The New Zealand business, short-course market is highly competitive, other dominant players including the EMA, NZIM, BrightStar, Conferenz, Centre for Continuing Education and DavidForman.

What’s new

In 2008, the Business School redesigned its product marketing strategy to be more innovative, focused and targeted. It developed non-traditional forms of marketing (digital marketing, online, web and Adwords), reduced overall mass spend and increased spend on targeted, measurable direct and online marketing, with an emphasis on retention and repeat sales as well as new business. A major shift was a focus on the return on investment.

For its in-house Short Courses, the Business School built on existing relationships and widened the scope of both the courses and their locations. A targeted promotional plan with a strong digital focus for in-house short courses and the development of new relationships lessened dependence on individual customers.

The Business School also developed a series of complementary networking and learning events to give those who had not attended a course a “taste of a Short Course”, and to use as rewards for loyal customers.

The sales model was changed from an outsourced CRM team to internal course advisers. This reduced costs by 14 percent and increased revenue by eight percent. The Business School also built closer relationships with key decision-makers in larger, targeted organisations so that the Short Courses programme become a preferred supplier of training.

Research indicated that a customer-centric focus is one of the most highly rated and valued aspects of executive education. All Short Courses staff are aware of how important customer service is to retaining major clients, and are tasked with meeting clients face-to-face on a weekly basis. The Short Courses environment ensures that the customer experience is seamless. Word-of-mouth recommendation plays a large part in attracting new customers and organisations to the Short Courses programme, with the entire team displaying an incomparable marketing mindset.

Messaging

Communications included an innovative and integrated direct mail programme, radio advertising, print, advertising on Triangle TV, course-specific brochures, stalls at industry trade shows, sponsorship of the Winter Indoor Business House Tennis Competition, plus extensive development and optimisation of the Short Courses' website and use of Google Adwords.

Strong use of internal University of Auckland publications and industry magazines continues.

Results

Confidential financial information has revealed impressive results, with outstanding revenue and profitability. Ninety-seven in-house courses were delivered in 2008, with 500 since October 1996.

But the most rewarding statistic was that for the first time in a single year the number of attendees exceeded 4,500 and the average class size was 16.

The Short Courses programme has lived up to its vision of ‘lifting the competency of the nation’ with 25 percent of all attendees in 2008 coming from outside of Auckland and 33 percent of in-house courses run in Wellington, Taupo and Christchurch, and across the ditch in Brisbane, Sydney, Melbourne and Perth.

Every year Short Courses sets audacious goals to meet budgetary requirements. All 2008 goals were surpassed and the profit from Short Courses is reinvested in the Business School, providing scholarships for students and fellowships for lecturers.

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