Unlocking the Potential Strategies for International Student Recruitment.pdf
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The document discusses strategies for international student recruitment, emphasizing the importance of understanding global student demand and regional targeting for effective marketing. It outlines the partnership between Higher Education Marketing (HEM) and ApplyWave, highlighting their combined technology and marketing expertise to streamline recruitment processes. Key takeaways include the need for culturally sensitive messaging, accurate data analytics for decision-making, and the significance of regional nuances in attracting international students.
Unlocking the Potential Strategies for International Student Recruitment.pdf
- 1. Unlocking the Potential: Strategies for International Student Recruitment
- 2. HIGHER-EDUCATION-MARKETING.COM 1. Global Demand for International Education 2. Domestic Marketing VS. International Recruitment 3. The Role of Digital Marketing 4. HEM and Applywave Partnership 5. Key Takeaways Agenda 2
- 3. HIGHER-EDUCATION-MARKETING.COM Our Presenters today 3 Philippe Taza Founder & CEO Higher Education Marketing David Adler Founder & CEO Applywave
- 5. HIGHER-EDUCATION-MARKETING.COM David Adler 5 1995-1999: International Student (University of South Florida, Metro State University) Received full ride basketball scholarship 2000-2008: Scouting Services for Israeli student athletes 2008-2013: Education Agency for Israeli students 2013-2019: Expanding to LATAM & Africa 2020-present: ApplyWave Technology driven solutions for institutions and international students CEO, Ustudy Global (AIRC-Certified) Co-Founder, ApplyWave AIRC, Board of Directors
- 6. HIGHER-EDUCATION-MARKETING.COM 6 Global Demand for International Education
- 7. HIGHER-EDUCATION-MARKETING.COM Future International Student Enrollment Trends 7
- 8. HIGHER-EDUCATION-MARKETING.COM International Student Enrollment Trends 8 Source https://opendoorsdata.org/data/international-students/enrollment- trends/ Fastest growth rate in years.
- 9. HIGHER-EDUCATION-MARKETING.COM 9 Domestic Marketing VS International Recruitment
- 10. HIGHER-EDUCATION-MARKETING.COM Domestic Marketing Vs. International Marketing 10 Localized Content Existing Brand Awareness Digital and Print Media Paid and Organic Content Marketing Local Language and Terminology Lack of Student’s Knowledge Global Perspective & Cultural Sensitivity Multilingual Content (Language Barriers) Understanding of Students’ Motivations & Decision Making Process Financial Considerations Proper and consistent digital presence levels the playing field and can be very impactful from International Student Perspective.
- 11. HIGHER-EDUCATION-MARKETING.COM Why Consider Regions 11 You can expand your global reach by using regions. Create regions based on: 1) Culture 2) Language 3) Student motivation 4) Financials Why these regions 1) Not dominated by agents and middlemen 2) Very savvy and research online
- 12. HIGHER-EDUCATION-MARKETING.COM Benefits of Using Regions 12 1) Communicate the right message across several countries 2) Identify trends and traction within each region 3) Geo targeting cities/areas not countries 4) More affordable in terms of total Ad spend.
- 13. HIGHER-EDUCATION-MARKETING.COM 13 Key Components of an Effective Ad Strategy
- 14. HIGHER-EDUCATION-MARKETING.COM Ad Strategy Components 14 1) Understanding the audience 2) Choosing the targeting 3) Crafting the messaging 4) Taking into account the cultural differences
- 15. HIGHER-EDUCATION-MARKETING.COM Audience Targeting 15 This process involves segmenting the market based on demographics, interests, academic backgrounds, and other psychographic or behavioral insights.
- 18. HIGHER-EDUCATION-MARKETING.COM Geo-Targeting and Research for Campaigns 18 Regional Preferences Customize campaigns to address regional trends, such as the preference for certain fields of study or degrees that are in high demand in particular regions. Economic Context Tailor messaging and targeting preferences on platforms like Meta and Google to reflect the economic context of the target regions.
- 19. HIGHER-EDUCATION-MARKETING.COM Understanding Digital Platforms 19 Search Intent: Targets users based on specific search queries, ideal for reaching students actively searching for study abroad programs or universities. Keyword Targeting: Precisely targets potential students based on their online searches. Geotargeting: Focuses on specific regions or countries where potential students are located. Search Ads: Text-based ads that appear in search engine results, reaching users with high intent. Display Ads: Image or video ads shown on Google’s network of websites, are useful for building awareness. YouTube Ads: Video ads that can engage users through visual content. Demographic and Interest Targeting: Targets users by age, location, interests (e.g., "study abroad, higher education, international student"), and behaviors, reaching a broader audience fitting the international student profile. Custom and Lookalike Audiences: Uses existing student data or online interactions to create audiences and find new potential students with similar characteristics in different regions. Image and Video Ads: Visual content displayed in users' feeds, stories, and other placements on Facebook and Instagram. Carousel Ads: Allows multiple images or videos in a single ad, ideal for showcasing various aspects of your institution. Stories Ads: Full-screen ads on Instagram and Facebook Stories, capturing attention with immersive content.
- 20. HIGHER-EDUCATION-MARKETING.COM Geo-Targeting Options for Campaigns 20 Country level City / Neighbourhood level City level
- 22. HIGHER-EDUCATION-MARKETING.COM Strategic Development of USPs 22 Competitive analysis: Study your competitors' USPs. What are they offering? How do they position themselves in the market? Find gaps and opportunities: Look for areas where competitors might be lacking or where you can offer something better or different. Collaborate with your community: Assess your school's strengths and weaknesses. Focus on what you do best and how it can meet the needs and desires of your target audience. Identify audience pain points: Understand the problems your target audience faces and what they value most. 1 2 3 4 5 Top English Language School Boost English Language and Exam Taking Skills Communication-based Learning Environment Flexible Online Courses Personalised Learning Experiences
- 23. HIGHER-EDUCATION-MARKETING.COM Crafting Effective Messaging 23 Caption translation: ‘Calling ambitious young Latinos! Access scholarships for top-notch education. Start your future today!’
- 24. HIGHER-EDUCATION-MARKETING.COM Language and Cultural Nuances 24 Highlighting soccer and dance ads images for Latin American markets Highlighting hockey and baseball Ad images for North America
- 26. HIGHER-EDUCATION-MARKETING.COM Google Keywords and Audience’s Specific Intent 26
- 28. HIGHER-EDUCATION-MARKETING.COM Setting Up Landing Pages and CTAs 28
- 29. HIGHER-EDUCATION-MARKETING.COM Realtime Google and Meta Ads Reporting 29
- 30. HIGHER-EDUCATION-MARKETING.COM Google Analytics 4 Dashboard 30
- 31. HIGHER-EDUCATION-MARKETING.COM 31 From Digital Marketing to Recruiting
- 32. HIGHER-EDUCATION-MARKETING.COM 32 1) Real time Data 2) Insight & analytics generated from Social media and search engines 3) Additional set of insight & analytics generated from ApplyWave related to student behaviour, engagements and preferences 4) Using technology to assess academic eligibility, financial eligibility and application progress 5) Using professional staff to recruit, address questions and concerns and support the process 6) Accurate KPI’s (Key Performance Indicators) &Clear ROI’s (Return on investment) 7) Reports to Leadership and support decision making and future strategy From Digital Marketing to Recruiting
- 33. HIGHER-EDUCATION-MARKETING.COM From Digital Marketing to Recruiting 33 Outreach to students inquiries in a timely manner. Texting over emailing. Provide additional information (when needed) Address concerns Lead assessment CALL TO ACTION Applywave Application
- 34. HIGHER-EDUCATION-MARKETING.COM From Digital Marketing to Recruiting 34 Collect and review documents Assessment of academic & financial eligibility Application on school platform Admission process to enrollment
- 35. HIGHER-EDUCATION-MARKETING.COM 35 Maximizing Impact: Advantages of the HEM and ApplyWave Partnership
- 36. HIGHER-EDUCATION-MARKETING.COM Integrating Admissions Feedback to Boost Ad Performance 36 Ads Team ApplyWave Team Changes Applied to Ads = More Accurate Leads
- 37. HIGHER-EDUCATION-MARKETING.COM Maximizing International Student Recruitment: The Benefits of Applywave and HEM Collaboration 37 Enhanced Global Reach and Visibility Streamlined Recruitment and Application Process Comprehensive Support and Guidance Use ApplyWave's global platform to reach a diverse pool of international students. HEM's marketing expertise ensures your institution stands out to prospective international students. Applywave’s user-friendly platform provides a simplified application process. HEM’s data-driven marketing strategies ensure your recruitment campaigns are targeted and effective. Benefit from the seamless integration of ApplyWave’s recruitment tools with HEM’s marketing services, offering a holistic solution that covers everything from initial lead generation to final enrollment.
- 38. HIGHER-EDUCATION-MARKETING.COM 38 Case Study Texas State University
- 39. HIGHER-EDUCATION-MARKETING.COM Objective: Increase brand awareness and enrolment from Latin America 39 Start Date: April 1st to, 2024 Length: 3 months (active) Digital Marketing Exposure: 889,658 impressions Applywave Exposure: 12,906 views Applywave Inquiries: 1082 1) Honduras: 270 2) El Salvador: 229 3) Colombia: 218 4) Peru: 101 5) Mexico: 60 6) Costa Rica: 52 7) Chile: 19 8) Venezuela: 10 9) Uruguay: 8 10) Argentina: 3 11) Guatemala: 2 12) Nicaragua: 2 Applywave Completed Applications: 21 (to date)
- 41. HIGHER-EDUCATION-MARKETING.COM Marketing for domestic students differs significantly from recruiting international students. Key Takeaways 41 Understanding international markets is crucial for effective marketing and messaging. For effective international recruitment, focus on regions rather than specific countries. Accurate KPI’s and clear ROI’s leads to better decision making and leadership support. Audience targeting is critical in optimizing international recruitment efforts by ensuring that marketing messages reach the most relevant potential students. 1 2 3 4 5 The HEM and Applywave partnership is designed to maximize the impact of your recruitment and marketing efforts, helping your institution thrive in a competitive educational landscape. 6
- 42. HIGHER-EDUCATION-MARKETING.COM 42 Contact HEM for Customized Solutions Philippe Taza CEO HEM 514-312-3968 x104 [email protected] David Adler CEO ApplyWave +1 917 338 3358 [email protected]
- 43. HIGHER-EDUCATION-MARKETING.COM [email protected] 6560 DE L'ESPLANADE, SUITE 204 MONTREAL, QUEBEC H2V 4L5 +1-514-312-3968