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Beyond the school website, create a comprehensive web presence to reach international students was a presentation provided at the NAFSA Region XII conference in San Diego covering the topic of international student recruitment.
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Beyond the School Web Site – Create a Comprehensive Web Presence
to Reach International Students
About
• From Missouri – received a degree in Journalism• Studied abroad in Wales and taught English in Beijing, China• Responsible for digital marketing and social media efforts
Bryanna Davis – Marketing Coordinator, Envisage International
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 7 million students each year
• Business Units• Insurance • Loans• Leads and advertising
• Internal web presence• Your website, how students find you
• External web presence• Third party websites, social media and search engines
• The New School and UNF• Web presence • Best practices – what works, how to best utilize what you have
• Q & A and 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
Web Presence
Ability to reach millions of international student
Compliments your travel and traditional recruiting efforts
Brand awareness
Contact from reach to enrollment
Cost effective ROI
Why is Web Presence Important?
It is how you are found and have an impact 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
But 55% of students could not find the information they were looking for on a school’s website
So 18% of students turn to independent websites to learn about cost and financial aid
And 49% say independent websites are the best way to learn about an institution’s academic programso 31% say blogso 38% social mediao 52% search
College Week Live and Noel-Levitz, 2013
Why is a Web Presence Important?
• Important• Expensive• Branding• Communicate with:
• Current students• Prospective students• Alumni• Faculty
• President’s 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
• One site created for all• Hard to navigate• Not completely relevant
• Hard to find information• Out of date
Your School’s Website
How is Your School’s Website Found?
They’re Doing What?
Getting Their Information
Email Marketing
Giving Them Information The Way They Prefer
Make It Real
Giving Them Information The Way They Prefer
• Extension of website• Upcoming events• News• Upcoming deadlines
• Promoted from website and vice versa• Engage users to push through the funnel
Beyond Your Site- Your School’s Social Media Presence
Social Media
Your School’s Web Presence
33,300 Monthly Unique Visitors
The New School
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
What is your school currently doing?
What are a few improvement/updates you would like to see happen when it comes to your
school’s web presence?
• Hire outside help like Envisage International (us!), Hotcourses, Zinch or Hobsons…
• Ask:• How will we 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