subject: International Student Recruitment Best Practices [print this page] International Student Recruitment Best Practices
I thought with the NAFSA (nafsa.org) conference this week, it would be a good time to discuss some international marketing tips/strategies. The Chronicle of Higher Edcucation stated it very well this morning... "all schools want to internationalize".
But how do you do it? How do you market out to prospective international students?
First, continuously reinforce your university's image through consistent messaging, using various media outlets. Next, focus on your international demographic audience, whoever that may be.
It is very important to showcase your campuses cultural diversity, especially targeted at the countries you are going after. For example, if you are targeting China, India, or South Korea, make sure there is a strong online presence of these students on your website and with any advertisers you may use (petersons, zinch, etc...).
Do consider marketing to the fastest growing countries, which are China, Vietnam, Korea, India, and Kuwait. It is very interesting to note that the Kuwaiti government is now providing full tuition for a student who wants to study English as a second language. Kuwait is a very oil rich nation.
Higher Ed marketers might have also noticed in the last couple of years that the role of agents has exploded. A couple of years back you would have not thought to use or not trusted to use an agent. However, today the game has changed, and agents are playing really a vital role to your international recruitment strategy. My advice here would be to talk to a vendor who works with a network of agents in the countries you are interested in targeting.
It certainly makes sense to lay out a strategic plan and involve senior leadership in all advertising allocations. Here it would be important to consider a branding initiative (placements on international websites), and purchasing international leads from a reputable vendor. Do ask if they are shared or single source leads as well.
It is also important to have all of your dedicated "international" student sections on your website up to date and again showing cultural diversity, international students want to feel as if they part of a community.
Lastly, consult with others in your field who have had successful international marketing campaigns or feel free to email me, I would be happy to answer any questions you had, free of charge!
contact me at: marketmpb@rocketmail.com or feel free to leave comments...
