Table of Contents
Resource Mix Marketing and Communications
Summary
Are you curious about the strategies and initiatives of team marketing and communication (M&C)? Want to know which resources we use and for which target groups? Find out here in our detailed resource mix, broken down into 7 tables for different target groups, channels and resources.
Target
Our aim is to put the target group at the centre. By knowing for each target group which steps they go through (e.g. from orientation to decision to use) and at which moments we can contribute. So that we match the target group's wants and needs as personally as possible.
Practical tip: use this page as a search engine. Want to know what activities are organised or what resources are used for a specific target group? Use the search function (CTRL-F) and quickly find the information you need. Are you still missing something? If so, please contact us at fontysict-marcom@fontys.nl.
Marketing and communications consultancy
Would you like to know how you can contribute to the promotion of the study programmes, for example? Or do you have a challenge or question for which you would like marketing and communication advice? Or do you have an idea to share with the team? Then get in touch with team marketing and communications or look for more info on a specific topics in the overview below. Mail: fontysict-marcom@fontys.nl.
Table 1
Resource mix for the target group of potential students: overview of M&C communication tools and channels that can be allocated.
| Target group | Potential students It is our shared task to help students make the right choice of study. The right student in the right place. Fontys at the level of study-goers in general and Fontys ICT at domain and course level. This target group includes various sub-target groups: national, international, mbo, senior general secondary education (havo), pre-university education (vwo), research-oriented higher education (wo) and working people. Find out here which specific resources and channels we allocate to the different sub-target groups. |
|---|---|
| Channels and resources | • Training pages on fontys ICT.nl - YouTube (more info about the media crew). • Social media: YouTube (more info on the media crew), Instagram/fontysict/ and ICT013 and Facebook • Broad ICT information 'something with technology and ICT' (and participation in Broad Information Creative 'something creative'). See here the 'something with' directions. More information on organising these. • Online information • Open days • Trial study days regarding national recruitment • Fairs and agents regarding international recruitment • Email and mail to interested parties (CRM) • Press releases (via Fontys news and external news platforms by submitting via The Press List and to loose contacts such as ED, Brainport Development, Tilburg.com, Student in Tilburg, Bron Fontys) • Portfolio Fontys ICT (we refer to this page via, e.g. the Good Start pages) • advice: when print/flyers/brochures are desired, look for a digital alternative. This is more sustainable and in most cases a great alternative for this target group. By and with Fontys. In order to facilitate (prospective) students in making a choice that suits them, a broad range of activities, tools and information is available within Fontys. View offerings on impactful (choice) moments here. In addition to this overview, there are the general pages on fontys.nl and fontys.edu (by keeping the pages on fontys.nl up to date, the correct information is in a database called Hodex, which external course websites can use to populate the website, such as studychoice123.nl), Fontys YouTube channel, Fontys Instagram channel, advertisements (e.g. via Facebook, Youtube, Instagram, Snapchat, Google, bannering etc.), bus shelters, deans, dean's newsletter (in spring and autumn, apply), mail, postcards and more. *If you have any questions about this, please contact a Fontys ICT marketing and communications colleague to refer you to the right colleague at the Marketing and Communications Department. |
Table 2
Resource mix for applying up to and including first semester of (new) students: overview of M&C communication tools and channels that can be allocated.
| Target group | From applying up to and including first semester Together, we ensure a good landing and start for new students by giving them a warm welcome. Among others, Student Desk, Startsemester and team marketing and communication play an important role in the 'onboarding' that takes place from the moment of application to the first semester. Discover here the resources we deploy from the time of applying to the first semester. | |
|---|---|---|
| Channels and resources | • Application in study link • Mail and cards (Student Desk and Fontys M&C Department, from informative and practical to experience and wishing success with examinations) • Study check activity • Good Start pages • Good Start Live: extra contact moment between application and start of study, to keep contact warm • Introduction • Accessibility • Starting thermometer (evaluation moment after first 100 days of study guidance) • Social media: YouTube (more info on the video crew), Instagram Fontys ICT and ICT013, Facebook • Texting/whatsapp is possible, little used (though with regard to planned activities and after applying) • Portfolio Fontys ICT and Study Navigator (we refer to this page via e.g. the Goede Start pages) • Read more about achieving a warm welcome to 1st year students here. |
Table 3
Resource mix for the target group of students: overview of M&C communication tools and channels that can be allocated.
| Target group | Students The whole organisation communicates with students, with the aim of helping them become the professional they want to become, in a way that suits them and where we want to contribute to an enjoyable study time. For communication about everything except the education itself (assignments, feedback, etc), the following channels and resources can be allocated |
|---|---|
| Channels and resources | • Portal student square (intranet) • Mail and mail (for 'need to know' communication) • Teams via lecturers if needed • Personal contact (e.g. by going into classrooms) • Narrowcasting (info screens/infomonitors and exceptionally via posters and/or flyers) • Social media: YouTube (more info on the media crew), Instagram FontysICT and ICT013, LinkedIn, Facebook • Advice: when print/flyers/brochures are desired, look for a digital alternative. This is more sustainable and in most cases a great alternative for this target group. • Graduation newsletter (partner companies also provide input such as vacancies and events for this) • Fontys Actueel (which may lead to publication on Fontys news) o Fontys Actueel (internal), which provides dissemination through (institute) portals o Fontys News (external), publicly visible on fontys.nl and through various news feeds on underlying pages • Contact with editor Bron, independent Fontys News, for possible publication on Bron (contact). See also • Fontys Helps • Student + • Fontys Career Jumpstart • Partners Fontys ICT InnovationLab • Fontys ICT Study Abroad • Fontys ICT Study Navigator: helps students on their way with any choice of study programme during the study programmes. |
Table 4
Resource mix for the target group of potential employees: overview of M&C communication tools and channels that can be allocated.
| Target group | Potential employees We communicate to internal and external labour market target groups through various channels with the aim of recruiting new employees but also positively influencing our employer brand. We partner with labour market communications agency Goals. As diverse as Fontys ICT is, so diverse is the group of potential employees. Thus, the motives for making the (transfer) step to Fontys ICT are also very different. This is why we focus on the target group, looking at them from different perspectives, namely the different areas of expertise and background: alumni, ICT specialists, ICT freelancers, ICT lecturers (elsewhere). Discover here the various channels and resources we use, tailored to the diverse group of potential employees. |
|---|---|
| Channels and resources | • Social media: LinkedIn, Facebook, YouTube (more info on the media crew) • Ads through various channels • Careersatfontysict.nl: matching the campaigns, with content that supports the employer brand. • Werkenbijfontys: matching general Fontys campaigns, capitalising on brand awareness. • Ambassador: ambassador portal, where colleagues are facilitated to contribute. Through the portal, they can easily submit social media posts, share them with their own network, propose candidates and involve colleagues. • In addition, if appropriate, we use contact moments with the target group to show what it is like to work at Fontys ICT and what opportunities are available. Examples include events and newsletters. |
Table 5
Resource mix for the target group of employees: overview of M&C communication tools and channels that can be allocated.
| Target group | Employees Good internal communication contributes to more connection and commitment within the organisation. We are all responsible for this. Team marketing and communications facilitates and supports this. Discover here which channels and resources we use for effective internal communication. |
|---|---|
| Channels and resources | • Internal Fontys ICT newsletter Update (editorial) • Infomonitors • Social media: YouTube (more info on the media crew), Instagram FontysICT and ICT013, LinkedIn, Facebook, Twitter In addition, these channels can be allocated for internal communication: • Portal, employee section and Policy Wiki -Communicate at team level, during meetings, events, in Microsoft Teams or other (more informal) channels. • Advice: when print/flyers/brochures are wanted, look for a digital alternative. This is more sustainable and, in most cases, a great alternative. |
Table 6
Resource mix for the target group of alumni: overview of M&C communication tools and channels that can be allocated.
| Purposeful | Alumni We help our students become the professional they want to be. And that doesn't stop after graduation. As alumni, you can develop yourself for life at Fontys, by doing further education, picking up knowledge, staying in touch with the network and even coming here to work. And vice versa, they strengthen Fontys' position, by continuing to study, bringing knowledge, coming to work here, etc. Find out here which channels and resources we use for effective communication with alumni. |
|---|---|
| Channels and resources | • Alumni newsletter Fontys ICT Update (editorial) • Mail • Social media: YouTube (more info on the media crew), Instagram FontysICT and ICT013, LinkedIn, Facebook, Twitter • Ambassador: colleagues can share social media posts addressed to alumni in the network In addition, these channels can be allocated for internal communication: • Portal, employee section Fontys ICT Portal and the Policy Wiki • Communicating at team level, during meetings, events, in Microsoft Teams or other (more informal) channels • Advice: when print/flyers/brochures are required, look for a digital alternative. This is more sustainable and, in most cases, a great alternative. |
Table 7
Resource mix for the target group of (Potential) partners / work field: overview of M&C communication tools and channels that can be allocated.
| Target group | (Potential) partners / work field Fontys ICT works closely with the business community. This enables us to provide innovative and inspiring education. We are very proud of this successful way of working together with more than 150 Partners. Find out here which channels and resources we use for effective communication with partner companies. |
|---|---|
| Channels and resources | • Partnersfontysict.nl • Fontysictinnovationlab.nl • Sparc-innovation.nl • Partner newsletter (for Partners in Education) • Sparc newsletter (for Partners in Innovation) • Events o Events for networking and knowledge sharing, such as the Fontys IT Festival and Innovations Insight, ICT in Practice o Events, specifically for partners, such as Career Day, covenant signing and Meet & Match (Partners in Innovation) • Social media: LinkedIn, (and YouTube, Instagram FontysICT and ICT013) • Press releases (via Fontys news and external news platforms by submission via The Press List and to loose contacts such as ED, Brainport Development, Tilburg.com, Make it in Tilburg, Source Fontys) |
Insight
There is insight into the above target groups and channels and resources, through the available data, experience and access to various dashboards and studies, which is/can be allocated for analysis, 'data-informed' working and personalisation. Examples include application figures, choice of study funnel, start thermometer (PowerBi), Google Analytics, Goals Dashboard recruitment of new employees, Customer Journey (various target groups), marketing automation results (M&C service) and more. Contact team Marketing and Communications for more information and advice.