Optimize and Integrate International Offline and Online Enrollment Marketing

Lisa Cynamon Mayers, Academic Advisor Charlie Schwartz, Associate Director

Optimize and Integrate International Offline and Online Enrollment Marketing

Indianapolis 2013 Regions V and VI

Digital Marketing Implementation as Part of A Holistic Enrollment Strategy


Our agency, Interna.onal Educa.on Advantage, works with clients to develop a holis.c strategy to recruit and enroll interna.onal students. We use digital tools to build rela.onships from a distance.


While it may seem that you are [email protected] to recruit this vast group of students, you are actually targe.ng specific students, like this young man. Your digital plaCorm helps you tell the world what you are really good at – which is what differen.a.on is all about. Explaining why you are be@er than others at something. Explaining why students should choose you.


ü  Product development: Do you have content that is unique and [email protected]?

ü  Delivery Method: Can you produce and disseminate the content yourself or do you need help?

ü  Analy.cs: Will you use analy.cs to con.nually improve your offering?


Digital marketing requires creativity, process and analytics.

We op.mize ac.vi.es to con.nuously improve.

The Source of Our Headaches: The Proliferation of Marketing Channels

•  Challenge of managing multiple digital channels in various countries

•  Your Website is the foundation upon which you build

•  Deploy your digital marketing direct marketing skills & your creative skills

•  Segmentation is powerful (regional, demographics, psychographic)

•  Relevant, engaging, authentic content



Original, creative content, brand building and recognition, and thoughtful analytics will allow you to better reach this student, and others like him.


Fall 2013:We sent an email inquiry to 60 US, Canadian and Australian universi.es reques.ng informa.on as a prospec.ve Chinese student. The response (or lack there of) was surprising.



These were the universi.es that par.cularly impressed us with their ability to recruit Chinese students.

Chinese Language Documents

Exemplary Institutions



Spring 2013:We sent an email inquiry to 30+ US, Canadian and Australian universi.es reques.ng informa.on as a prospec.ve Chinese student. The response (or lack there of) was surprising.

Exemplary Institutions


Chinese Language Documents

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University of Cincinnati Charlie Schwartz, Associate Director

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•  Students •  42,000 students

•  2,900 interna.onal •  Predominately Ohio students

• Rankings •  Top 25 Public Research University

•  Experien.al Learning •  Programs •  300 undergrad programs and 200 grad programs

• Design, Engineering, Business, Health Sciences, etc.

UC Overview The University

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•  Goals •  Current 6% interna.onal

•  Goal 8% interna.onal

•  University Investment •  Increased staffing

•  4 Overseas Staff •  Scholarship

•  $1.2 million awarded •  ELS Center •  Agent Model

•  International Undergrads •  2007 250 •  2013 1,053

UC Overview Internationalization

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Find Your Prospects

Source: photosundari.wordpress.com

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In Person •  Travel -‐  Overseas

-‐  Tours -‐  Independent -‐  Group

-‐  Domes.c -‐  Community Colleges -‐  Boarding Schools -‐  English Language Schools -‐  4-‐year Only Ins.tu.ons

(grad) -‐  Faculty/Staff/Students

-‐  Travel Grants -‐  Study Abroad -‐  Interna.onal Faculty

•  Print Materials -‐  Lots of vendors -‐  Handouts -‐  Mail??

Find Your Prospects

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-‐  Name Buys -‐  SAT -‐  ACT -‐  TOEFL -‐  Others?

-‐  Virtual College Fairs -‐  Hobsons -‐  College Week Live -‐  Educa.onUSA

-‐  Adver.sing -‐  Google Ads -‐  Third-‐party sites

Digitally Find Your Prospects

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Connect with Your Prospects

Source: pokernave.com

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•  This can get a li@le tricky…

-‐  Travel -‐  Really? -‐  How much is too much?

-‐  In-‐Country Representa.on -‐  In-‐country staff -‐  Agents -‐  Educa.onUSA -‐  Counselors

-‐  Anything else??

In Person Connect with Your Prospects

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• Keep It Simple, Stupid! Digitally

Connect with Your Prospects

mkblog.mk-magazine.com

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•  This can (also) get a li@le tricky…

-‐  KISS! -‐  Keep It Simple, Stupid!

-‐  Keys -‐  Frequency -‐  Message -‐  Length… TL;DR

-‐  Tools -‐  Mass Emails -‐  Incoming Emails -‐  Webinars -‐  Skype/Hangouts Calls

-‐  Social Media?

Digitally Connect with Your Prospects

pvx.wikia.com allwelike.com

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Build Relationships

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•  Digital is a tool -‐  Find people -‐  Connect with people -‐  Build rela.onships with people

-‐  Help people

•  No one wants to talk to you!

•  They want to talk to … -‐  Current Students -‐  Alumni -‐  Professors -‐  Parents -‐  Coaches -‐  Business Execs.

Curate and Connect Build Relationships

What digital marketing activities do we need?


There isn’t a perfect, magical formula for all ins.tu.ons to use. There are many building blocks to success.

Different Platforms Rule in Different Countries


LinkedIn is A (neglected) Social Network •  > 200 million worldwide users •  Large penetration among

professional •  Your Alumni (domestically and

internationally) •  Parents •  Students will be coming soon….

E-‐book available on www.intead.com


Latest News as of September 12th •  Linked In is focusing on universities and students •  Launch of University Pages

“We believe University Pages will be especially valuable for students making their first, big decision about where to attend college. Therefore, beginning on September 12, we will be making LinkedIn available to high school students* who can use LinkedIn to explore schools worldwide, greatly expand their understanding of the careers available, and get a head start on building a network for family and friends to help guide them at every milestone.” “ ”


University Page Example •  Need to coordinate university

publishing activities

•  Alumni Relations

•  Domestic and International Admissions

•  Career services


We will have to see the effect LinkedIn University Pages will have on interna.onal student recruitment. This is a good example of new tools con.nually entering the market.

Universities are Publishers •  Need to coordinate

university publishing activities

•  How to manage the process

•  More and more tools are available



Advanced digital marke.ng allows for: Automa'on Personaliza'on Segmenta'on

Charlie Schwartz [email protected]

www.uc.edu

Thank You

Lisa Cynamon Mayers

[email protected]

www.intead.com


Education

Optimize and Integrate International Offline and Online Enrollment Marketing