Marketing Student Recruitment Team
The Marketing Student Recruitment team at Leiden University is the central point of contact for everything related to recruiting new bachelor’s and master’s students, both nationally and internationally. Activities are carried out in a data-driven, strategic, and creative way to strengthen the University’s brand and guide prospective students throughout their decision-making process. The focus is on informing, inspiring, and engaging prospective students through targeted communication and attractive recruitment activities. These efforts are always carried out in close collaboration with faculties and other partners within and outside the University.
Our marketing goals:
The prospective student at the centre
The needs, questions, and doubts of prospective students are explored. Communication supports and guides prospective students from first orientation to application.
Strengthening brand and reputation
Leiden University’s national and international visibility is enhanced. Communications demonstrate the values the University stands for: academic quality, societal relevance, and a personal approach.
Working data-driven and smart
Data informs decision-making, and technology is used to work more efficiently and effectively. In this way, the expectations of prospective students are better matched.
Strengthening collaboration
Collaboration with faculties and services is focused on a marketing approach with shared goals and clear responsibilities.
Activities of the Marketing Team
Activities are organised into the following areas of expertise:
Strategy & Advice
The central marketing strategy for student recruitment is developed and coordinated, with the needs of prospective students given priority. Faculties and services are advised on positioning, target group engagement, and campaign management. Collaboration within the University is encouraged to ensure a shared direction and clear responsibilities.
Examples of activities:
- Strategic marketing advice
- Coordination of central and faculty campaigns
- Positioning and brand development
- International recruitment strategy
Contacts:
- Carolyn Barr (International Recruitment)
- Eduard Pupupin (Strategy and Management)
- Frank Parlevliet (Strategy and Advice)
- Rik Groot (Marketing Intelligence)
- Puck Doderer (Campaign and Content)
Data & Research
Data and insights are used to underpin decisions and support continuous improvement. From CRM management to campaign performance analysis, communication is aligned with the expectations of prospective students.
Examples of activities:
- CRM marketing and management (Microsoft Dynamics)
- Target group analysis and segmentation
- Online marketing across various channels (Google and Meta)
- Email marketing
- Market research on study choice behaviour
Contacts:
- Chantal Ottink (Email Marketing)
- Dirk-Jan Nijessen (CRM and Market Research)
- Eline Suhonic (Online Marketing)
- Rik Groot (Marketing Intelligence)
Campaign & Content
Inspiring and informative content is developed to support prospective students in their orientation process. From websites and social media to videos, printed materials, and email campaigns, the right message is delivered at the right moment through the right channel.
Examples of activities:
- Website management and international portals (QS, Keystone Academics, StudyPortals, Find A University, Appily, HOVI)
- Social media (Meta and YouTube)
- Printed materials (e.g. flyers and brochures)
- Photo and video production
Contacts:
- Chantal Ottink (Email Marketing)
- Eline Suhonic (Online Marketing)
- Joy Andriessen (Social Media)
- Puck Doderer (Campaigns)
- Meriam van der Spek (Content Marketing)
(Temporary replacement during maternity leave: Iris Kole
Student Information & Events
Activities that connect prospective students with the University, such as Open Days, school presentations, and international fairs, are organised and supported. The Studielijn is also coordinated. This is a team of students who answer questions from prospective students and support communication and events.
Examples of activities:
- Open Days (online and on campus)
- School presentations
- Education fairs and information markets
- International recruitment fairs
- Studielijn: call centre/front desk for prospective student enquiries
- Relationship management with (inter)national counsellors and school advisers
Contacts:
- Carolyn Barr (International Recruitment and Networks)
- Dennis Hoencamp (Open Days)
- Myrthe Lubbers (Presentations and National School Visits)
Work with us
Are you a colleague at Leiden University and need support with a campaign, content development, or data analysis? Or are you an external partner with questions about collaboration or information sharing? Feel free to get in touch with us – we’ll be happy to think along with you.