Region XI: Stowe Web Presence Presentation

Beyond the school web site – create a comprehensive web presence

to reach international students

Don Sears & Sarah Heminger

About Us

• Over 15 years experience in internet marketing and advertising• Sales in media, advertising, lead gen and social media marketing• Responsible for digital marketing and lead generation efforts • Bachelors degree in Meteorology

• Work in a small office responsible for IEM, ISS, Study Abroad • Marketing Coordinator for Study Western Massachusetts• Bachelors degree in French with a music minor, MA in International

Education• Over 13 years experience in International Education Don Sears - Director of Sales, Envisage International

Sarah Heminger- Assistant Director, Springfield College International Center

About Us

• Springfield College• Founded 1885• Private, independent, coed, 4-year college

offering undergraduate and graduate degree programs

• Location: Springfield, Massachusetts• Enrollment: 3,214

• 90 international students –over 20 countries

• YMCA foundations, Birthplace of Basketball

• Study Western Massachusetts Consortium• First meeting in 2009• 10 members and growing• Promote Western Massachusetts as a study

destination for international students• Professional development & networking• Web-presence, Branding, Build Partnerships,

etc

About Us

Our goal is to empower and encourage students to pursue an international education, and provide them with the tools they need to educate themselves and experience the world.

• Neptune Beach, Florida• Started in 1998• Own the largest international student facing network

• InternationalStudent.com • InternationalScholarships.com• InternationalStudentInsurance.com• ELSdirectory.com• Reach - over 6 million students each year

• Business Units• Insurance • Loans• Leads and advertising

• Internal web presence• Your website, social media, how students find you

• Study Western Massachusetts & Springfield College• Web presence strategy• Best Practices – What works, what does not work• Benefits of the Consortium

• External web presence• Third party websites • Social media and • Search engines

• Q & A & Discussion

Agenda

“The appearance of a person or organization on the World Wide Web."

How is it Measured?

By the amount of sites an organization or individual has, including • The website• Social Media profiles• Search engine rankings• Amount of search engine real estate

What is a Web Presence?

• Third Party Online Marketing?

• Enlist Student help?

• Know about SEO?

• Virtual College Fairs?

• Lead Gen?

• Content•Videos•Virtual Campus tours•Customized Brochures

Gauge the audience

“The appearance of a person or organization on the World Wide Web."

How is it Measured?

By the amount of sites an organization or individual has, including • The website• Social Media profiles• Search engine rankings• Amount of search engine real estate

What is a Web Presence?

Why is a Web Presence Important?

Ability to reach millions of international students

Cost effective ROI

Compliments your travel and traditional recruiting efforts

Reach students when they are in the decision making process (top sections of the funnel)

Brand awareness

Additional ways to touch students you have that are already prospects (bottom of the funnel)

It is how you are found when students are searching for you or the programs

you offer

Why is a Web Presence Important?

Over 50% of high school juniors and seniors say that the web played at least a significant role in the evaluation of an institution

55% of students could not find the information they were looking for on a schools website

49% say independent websites are the best way to learn about an institution’s academic programso 31% read blogso 38% Social mediao 52% Search

o 18% of students turn to independent websites to learn about cost and financial aid

Why is a Web Presence important?

• Super important• Super expensive• Brand awareness• Communicate with:

• Current students• Prospective students• Alumni• Faculty

• Presidents message• Mission of the school• Admissions info• Academics• Programs and degrees offered• Maps, directories, employment opportunities• Athletics, events• Parent resources, student government• And that is the first page! Oh my!

Your School’s Website

• Confusing• Hard to navigate• One site created for all• Not completely relevant • Hard to find

Your School’s Website

How is Your School’s Website Found?

Springfield College & Study Western Massachusetts

• Often eclipsed by Boston• Limited resources• Springfield College: Domestic vs. International Recruitment

– Operations rooted in domestic recruitment• Campus visits/on campus events: Not feasible• Admissions pages, online app, all aimed at domestic students• Print materials- expensive, unreliable

– Limited but growing institutional support

International Recruiting Challenges

Springfield College & Study Western Massachusetts

• Better ROI• Timely delivery of information• Deliver information in an eye catching format• Little or no travel budget• Meet your students where they are- communicate in their

language on their platforms

Why online marketing and recruiting is essential:

Springfield College & Study Western Massachusetts

• Strategic partnerships with online marketing firms– Extend reach & branding– Identify partners & recruiting regions– Envisage International, Zinch, Hotcourses, LearnHub, Educations.com

• Engage prospects & partners– Social Media presence & advertising– Webinars– E-College Fairs

E-Marketing & Recruiting

Springfield College Strategic Partnership with Zinch

Springfield College Strategic Partnership with Zinch:Engaging current students in online recruiting efforts via Weibo

Springfield College- Engaging students & scholars of past, present, future using QQ:

Study Western Massachusetts – Website to Web presence

Study Western Massachusetts-Facebook

Study Western Massachusetts-Twitter

Springfield College & Study Western Mass-Next steps

• Explore additional social media platforms• Search Engine Optimization– Baidu– Google Ad Words– Backlinks– Encourage faculty, students, staff to blog & produce

interesting/useful content

• Directory listings- government sites, college directories, organizations

• More student-driven content

Working with Third Party Online Marketing Companies

Working with Third Party Online Marketing Companies

• Typically portal sites• Established SEO• Sticky

• Some do microsites• Stand Alone• ?? – How do they get traffic

• Good way to expand your reach• Promote your social networks• Good way to expand brand awareness• Vehicle to distribute your content

Email Marketing

• Hire Envisage International!• Zinch or Hobsons…• Have them promote the tools you have invested in

• Ask questions• How will you be found• What methods do you use (SEO, PPC, Affiliates)• What are the benefits of social media• What blogs and content will you distribute

• Know what your goals are (likes, leads, communications, brand)• Ask for help

How to Grow your Web Presence