Bev Bury: Top Tips from Flinders University’s CMO on Higher Education Marketing

Introduction to Flinders’ Marketing Leadership Bev Bury, CMO of Flinders University, shares her journey and approach to higher ed marketing. Bev’s background from agency to higher education The shift from tourism to the education sector Challenges and learnings unique to higher ed marketing Building a High-Impact Marketing Team How Bev structured and aligned her team around growth objectives and student experience. Establishing vision and priorities for Flinders’ marketing team Integrating marketing with student recruitment efforts Adapting to competitive pressures in domestic recruitment Differentiating as a Challenger Brand Using lessons from tourism to establish Flinders as a unique choice for students. Bringing a “challenger mindset” to university branding Standing out in a “sea of sameness” in higher ed Focusing on authentic, student-centered storytelling Embracing Authenticity in Student Stories How Flinders prioritises genuine, student-driven content across its digital channels. Putting student voices at the heart of social media Shifting from traditional ads to authentic storytelling Building brand trust through real student experiences The Role of Community in Gen Z Marketing Tapping into Gen Z’s need for belonging and community to enhance student engagement. Gen Z values genuine community experiences Higher ed brands extend beyond institutional control Flinders’ approach to fostering a supportive student community Navigating Change in Higher Education Adapting to post-COVID shifts in the higher ed landscape. Addressing student concerns around finances and HECS Enhancing the student journey from prospect to alumni Evolving to meet shifting regulatory landscapes Improving the Student Pipeline Experience Flinders’ strategies for enhancing the student application and onboarding process. Identifying critical moments in the student journey Streamlining the application process for a seamless experience Ensuring a supportive environment for new students Balancing Brand and Course-Specific Marketing Developing a cohesive marketing message that resonates at all levels. Integrating student experience into the core brand Aligning brand and faculty messaging effectively Flinders’ “Feel, Think, Do” marketing hierarchy Using the Voice of the Customer How Flinders leverages student insights to drive strategic decisions. Listening to prospective and current students for brand insights Using analytics and focus groups to inform strategy Collaboration with stakeholders across departments Embracing Data and Technology in Marketing Flinders’ approach to leveraging CRM and personalisation for student engagement. Integrating new CRM tools to improve conversion rates Overcoming technological challenges unique to higher ed The role of quick, data-driven decisions in marketing effectiveness International Student Marketing in a Shifting Landscape Preparing for changes in international student recruitment and caps. Positioning Adelaide as a top choice for international students Collaborating with Study Adelaide for destination marketing Tailoring programs and messaging to international student needs -- Are you looking to see how performance marketing can transform your student recruitment strategy? At Social Garden, we help higher education institutions like Flinders University connect with students authentically and effectively. Explore our success stories and learn how we can support your university in today’s competitive market. To learn more, visit: https://socialgarden.com.au/case-stud... -- 00:00 Introduction 00:33 Bev Bury's Background and Role 02:42 Challenges and Opportunities in Higher Education 04:35 Focus on Student Experience 08:45 Technological Integration and Team Structure 16:02 Voice of the Customer and Strategic Insights 20:13 Marketing Challenges and Success Stories 25:55 International Student Recruitment 29:03 Conclusion