Many institutions recognize the importance of the emerging Latin American market as part of their student diversification strategy. Surprisingly, many of them are employing the same recruitment strategies they have used domestically -- or in India and China -- with marginal success. What are the best practices to reach this key and fast-growing market? What are the cultural considerations that must be understood first? What are the unique programs many institutions overlook? What are the most common mistakes many make when trying to recruit from here? Is your institution prepared to reach this important market? Relying on experience from an initial outreach in 2011 through today, the presenters offer advice on important considerations and best practices. In addition, the presenters will discuss key market trends, valuable insights and new programs happening in Latin America to help you understand and develop a successful strategy to reach this meaningful market.

1. Penetra'ng
the
Important
La'n
American
Market:
What
Every
Enrollment
Manager
Needs
to
Know
27th
Annual
NAGAP
Conference
San
Diego,
CA
May
1st,
2014

2. I. The
Importance
of
-­‐
and
Differences
in
-­‐
the
LatAm
Market
i. Facts,
Figures
&
Trends
of
the
Student
Popula'on
ii. Cultural
Considera'ons
II.
Pain
Points
(&
Surprises)
Employing
TradiQonal
Strategies
i. What
We
Learned
Along
the
Way
III. Case
Study:
LatAm:
ASract,
Engage,
Re-­‐Engage
–
Enroll!
i. Char'ng
a
Long-­‐term
Strategy
that
Works
IV. Best
PracQces
to
Ensure
Success
i. What
Every
GEM
Professional
Needs
to
Know
TODAY’S
TOPICS

3. I. The
Importance
of
-­‐
and
Differences
in
-­‐
the
LatAm
Market

4. I. Facts,
Figures
&
Trends
Before
we
dive
into
the
LatAm
market,
let’s
take
a
peek
at
the
bigger
picture:
It’s
a
new
world
economy:
-­‐ Mul'-­‐cultural
/
Diversity
-­‐ Invisible
borders
/
Global
experience+
-­‐ Digitally
oriented
world
-­‐ I
want
it…”and
I
want
it
now”.

5. I. Facts,
Figures
&
Trends
A
considerable—and
growing—market:
-­‐ LatAm
popula'on
581M
-­‐ 255M
Internet
connected
people
-­‐ 93%
have
mobile
phones
(25%+
smartphones)
-­‐ 200M
middle
–
high
class
-­‐ 150M
young
popula'on
-­‐ $11,770
GDP
-­‐ 270,000+
study
abroad
-­‐ 80,000+
study
advanced
degrees
in
the
US
WHY
LATIN
AMERICA?

6. Internet
PenetraQon
Rate
in
the
Americas
June
30,
2012
Source:
Internet
World
Stats.
Copyright
Miniwafs
Marke'ng
Group
I. Facts,
Figures
&
Trends

7. © Statista Inc.
Average
duraQon
of
monthly
internet
usage
per
user
in
LaQn
American
countries
December
2012
27
25.1
24.3
23.4
22.7
19.8
18.1
16.2
15.9
0
5
10
15
20
25
30
Brazil Argentina Peru Chile Latin America Mexico Colombia Venezuela Puerto Rico
Monthlyinternetuseinhours
Source: comScore, 2013 Brazil Digital Future in Focus.
*In hours
I. Facts,
Figures
&
Trends

8. © Statista Inc.
Number
of
internet
users
in
LaQn
America
from
2011
to
2017
(in
millions)
232.4
265
299.5
329.1
354.3
376.4
394.4
0
50
100
150
200
250
300
350
400
450
2011 2012 2013* 2014* 2015* 2016* 2017*
Numberofusersinmillions
Source: eMarketer, emarketer.com
I. Facts,
Figures
&
Trends

9. Considered
against
their
interna/onal
peers,
consumers
in
South
&
Central
America
place
the
greatest
value
on
higher
educa1on:
with
the
vast
majority
of
those
in
Brazil
(94%),
Mexico
(92%),
Chile
(92%)
and
Venezuela
(91%)
believing
that
higher
educa1on
is
vital
(vs.
78%
globally).
(Nielsen,
September
2013)
I. Facts,
Figures
&
Trends
WHY
LATIN
AMERICA?

10. When
asked
about
the
most
important
factor
in
geMng
a
job,
40%
of
Mexicans
aged
15
to
29
years
old
ranked
'educa1on'
as
important
as
'social
connec1ons'.
(Ibero-­‐American
Organiza'on
for
Youth,
July
2013)
I. Facts,
Figures
&
Trends
WHY
LATIN
AMERICA?

11. The
number
of
student
visas
issued
to
La1n
American
ci1zens
rose
34%
between
2006-­‐07
and
2012-­‐13.
Chileans,
Brazilians,
Venezuelans,
Peruvians,
Ecuadorians,
Mexicans
and
Colombians
hold
8.1%
of
all
student
visas
granted
in
2012-­‐13,
up
from
6%
seven
years
ago,
Although
Asian
students
s/ll
comprise
the
vast
majority
of
student
visa
holders
(19.9%
from
China
alone),
the
propor1on
of
La1n
Americans
has
been
growing
every
year.
Department
of
Immigra'on
and
Border
Protec'on
Reports,
2013.
I. Facts,
Figures
&
Trends
WHY
LATIN
AMERICA?

12. OTHER
CONSIDERATIONS
• Growing
Hispanic
Popula/on
• University
Diversifica/on
• Hedge
the
Global
Markets
• Proximity
to
the
US
• Global
educa/onal
mobility
• Developing
countries
with
rising
birth
rates,
an
increased
demand
for
educa/on
and
limited
domes/c
capacity
• Untapped
growth
poten/al
of
mobility
below
ter/ary
level
I. Facts,
Figures
&
Trends
WHY
LATIN
AMERICA?

13. So
close,
but
yet
so
different
–
culturally
I. Facts,
Figures
&
Trends
WHY
LATIN
AMERICA?

14. “Cinco”
Significant
Standouts:
1. Personal
Preference
/
Technology
Concern
2. Na've
Recep'on
/
Communica'on
3. Level
of
Afen'on
/
Warmth
4. High
Expecta'ons
/
Quality
5. Pride
/
Language
as
a
Barrier
I. Cultural
ConsideraQons

15. 1.
Technology/Messaging
Americans
are
used
to
Amazon.com,
online
ease
and
“iPhone
this
or
Google
that”,
but
the
comfort
level
with
technology
is
not
exactly
the
same
in
LatAm.
There
is
a
hesita'on
to
“engage”
online
ini'ally;
so
it
has
to
be
easy
and
intui've
or
LatAms
feel
a
“void”
/
see
a
“barrier”
and
may
be
turned
off.
Make
it
easy.
OBSERVATION:
SUMMARY:
I. Cultural
ConsideraQons

16. 2.
Localized
Experience
Not
surprisingly,
La'n
American
students
are
more
comfortable
and
at
ease
when
reading
or
speaking
their
na've
language.
Cater
your
experience
to
the
local
market,
from
ini'al
branding,
to
the
microsite,
to
the
person
(or
“system”)
processing
their
interest.
(But
not
Google
translate!)
OBSERVATION:
SUMMARY:
I. Cultural
ConsideraQons

17. 3.
Level
of
ASenQon:
Like
any
great
brand
experience,
a
warm
and
welcoming,
sincerely
genuine
and
“hiccup-­‐free”
experience
is
paramount
to
any
ongoing
rela'onship.
But
for
La'ns,
it’s
even
more
cri'cal
as
they
are
used
to
‘being
served”
rather
than
the
pro-­‐ac've,
seek-­‐out
mentality
of
the
USA.
Focus
on
the
execu'on.
OBSERVATION:
SUMMARY:
I. Cultural
ConsideraQons

18. 4.
High
ExpectaQons:
LatAm
students
seeking
higher
educa'on
in
the
USA
have
extremely
high
expecta'ons
of
themselves…and
of
the
ins'tu'on.
Messaging,
communica'ons,
technology
behind
it
all
must
be
“top-­‐notch”
and
should
be
catered
to
their
individual
needs
or
the
trust
level
wanes.
Think
viral
implica'ons
/
social
nodes.
OBSERVATION:
SUMMARY:
I. Cultural
ConsideraQons

19. 5.
Language
/
Pride:
Unlike
Asia
where
English
is
almost
an
[automa'c]
second
language,
La'n
Americans
generally
seek
it
out.
Therefore,
language
can
become
a
barrier
at
'mes.
A
na've
(local)
presence
that
welcomes,
engages
and
con'nually
nurtures
the
La'n
professional
is
meaningful.
Consider
an
internal
resource
or
an
external
partner.
OBSERVATION:
SUMMARY:
I. Cultural
ConsideraQons

20. II.
Pain
Points
(and
Surprises)
Employing
Tradi'onal
Recruitment
Strategies

21. II.
Pain
Points
(&
Surprises)
Using
TradiQonal
Recruitment
Strategies
• Lower
numbers
of
prospec've
students/
applicants
from
LatAm
markets
• Difficulty
for
LatAm
students
to
navigate
the
US
graduate
school
admission
process
• Lack
of
brand
awareness
• Language
barriers
across
markets
(even
the
word
“tui'on”
does
not
translate
well)
The
Pain
Points

22. II.
Pain
Points
(&
Surprises)
Using
TradiQonal
Recruitment
Strategies
The
Surprises
• Understanding
the
level
of
“hand
holding”
prospec've
applicants
require
to
navigate
the
process
(dedicated
call
center)
• Fostering
partnerships,
pipeline
programs,
and
funding
opportuni'es
takes
'me
• “Tradi'onal”
marke'ng
tac'cs
don’t
always
apply
(different
tac'cs
work
in
LatAm
markets)
• Thirst
for
US
educa'on
is
strong,
but
the
'me
from
inquiry
to
applica'on
is
longer

23. III.
Case
Study,
Afract,
Engage,
Re-­‐engage,
Enroll!

24. III.
CASE
STUDY
-­‐
LATAM:
ATTRACT,
ENGAGE,
RE-­‐ENGAGE,
ENROLL!
Video
here
CASE
STUDY
VIDEO
HERE:
hSps://www.youtube.com/embed/9jdzKAtCSYE?rel=0

25. III.
CASE
STUDY
TARGET
MARKET
• Mexico
• Colombia
• Ecuador
• Peru
• Argen'na
• Venezuela
• Chile
• Brazil
• Costa
Rica
• Panama
• Guatemala
• Uruguay
• Paraguay
• Bolivia
• Honduras

26.
• Build
the
Brand
/
Create
Top
of
Mind
awareness
for
NYU-­‐Poly
Graduate
Programs
in
La'n
America
• Generate
qualified,
interested,
La'n
American
prospects
for
NYU-­‐Poly’s
Masters
and
PhD
Programs
III.
CASE
STUDY
CAMPAIGN
OBJECTIVES

27. NYU-­‐POLY
was
not
a
well-­‐known
brand
throughout
South
America.
?????????
PREVIOUS
LANDSCAPE
III.
CASE
STUDY

28.
• Working
Professional
(1-­‐4
years
auer
undergrad)
• Seeking
advanced
degrees
• Career-­‐focused,
ambi'ous,
upwardly
mobile
• Heavy
YouTube
consumer
• Is
a
frequent
FB
/
Social
Consumer
• Frequents
social
dining
/
restaurants
/
nightlife
• Frequents
higher
end
shopping
malls
III.
CASE
STUDY
TARGET
STUDENT
PROFILE

29.
1. Launch
an
integrated,
digital
marke'ng
campaign
focused
on
specific
engineering
programs
for
LatAm
prospects
through
search
engines,
related
educa'on
portals
and
social
media
2. In
addi'on
to
building
the
brand
online,
we
wanted
to
encourage
students
to
complete
a
form
which
jump
started
the
Prospect
data
/
applica'on
process
CAMPAIGN
STRATEGY
III.
CASE
STUDY

30. The assets found during the research process were used as a foundation to create
the message and variables used in the campaign, keeping in mind the focus on Latin
American market and what drives their attention.
Landing
Pages
Layout
MulQ
Variable
Test
Assets
Matrix
CompeQtors
Assets
Tested
Assets
III.
CASE
STUDY
INITIAL
PRODUCTION
PLANNING

31. Online
(95%)
• Suppor've
medium
of
NYU-­‐Poly
Technology
&
Innova'on
• Can
be
fully
measured
• Can
be
op'mized
on
the
fly
Offline
(5%)
• Addi'onal
Brand
Awareness
and
Impact
• Supports
the
Technology
Message
with
the
Chosen
channel
• Reinforces
the
Connected
/
Real
Social
Life
brand
exposure
III.
CASE
STUDY
BUDGET
/
CHANNEL
FOCUS

32. III.
CASE
STUDY
MEDIA
CHANNELS
Google
generated
–
and
received
–
the
most
aIen1on!

33. III.
CASE
STUDY
AD
PLACEMENT
STRATEGY

34. III.
CASE
STUDY
SAMPLE
AD
FORMATS
TEXT
AND
DISPLAY
Ad
formats
in
Spanish,
English
and
Portuguese

35. III.
CASE
STUDY
CAMPAIGN
CREATIVES

36. III.
CASE
STUDY
CONSERVATIVE
LANDING

37. III.
CASE
STUDY
MULTIVARIATE
TESTING
We
tested
over
140
different
landing
pages
to
determine
best
assets

38. III.
CASE
STUDY
VIDEO
SPOKESPERSON
VIDEO
SPOKESPERSON
Each
landing
page
encompassed
a
“live”
actor
who
delivered
a
targeted
message
in
the
na've
language

39. III.
CASE
STUDY
ENGLISH
/
MBA
LANDING

40. III.
CASE
STUDY
ENGLISH
/
NYC
TRAVEL

41. III.
CASE
STUDY
SPANISH
VIDEOSPOKESPERSON
SEE
VIDEO
LANDING
PAGE
HERE:
hSps://www.youtube.com/embed/6kCGbhwYdQo?rel=0

42. III.
CASE
STUDY
PORTUGESE
VIDEOPERSON

43. III.
CASE
STUDY
“PHABLET”-­‐FOCUSED

44. III.
CASE
STUDY
PROSPECT
DATA
POINTS

45. III.
CASE
STUDY
REPORTING
/
METRICS
TEST PHASE TWEAK PHASE OPTIMIZED PHASE
Number
of
Prospects
Cost
per
Prospect
PHASE I PHASE II PHASE III

46. III.
CASE
STUDY
CONSTANT
COMMUNICATION

47. III.
CASE
STUDY
OVERALL
CAMPAIGN
METRICS
•
Campaign
impressions
•
Visitors
• Prospects
from
all
countries
• Prospect
Ac'vity
is
up
• Apps
are
up
• Enrolled
Students
are
up
250%
60%
150%
18
370M
331K

48. IV.
Best
Prac'ces
to
Ensure
Success:
What
Every
GEM
Professional
Needs
to
Know

49.
IV.
Best
PracQces
for
Success:
What
every
GEM
Professional
Should
Know
• Lack
of
Brand
Recogni'on
in
La'n
America
• A
minimal
LatAm
student
body
• Lack
of
Resources
and
an
Acute
Understanding
of
Local
Markets
to
Engage
Poten'al
Applicants,
Effec'vely
CHALLENGES
for
MOST
US
UNIVERSITIES

50.
IV.
What
every
GEM
Professional
Should
Know
1. Define
your
University
Goals
:Branding/Prospects/Both
2. Iden'fy
your
target
market(s)
and
budget
3. Be
prepared
to
think
long(er)-­‐term
4. Ensure
you
have
a
process
for
a
fluid
LatAm
experience
5. Foster
partnerships,
unique
pipelines
and
funding
opportuni'es
6. Iden'fy
a
La'n
American
resource
(internal/external)
7. Think
and
be
“local”.
Consider
microsites.
8. Expand
communica'on
channels
(Skype,
chat,
email,
Tel
#’s)
9. Test,
test,
and
then
test
again.
10. Con'nue
to
op'mize
campaign
Best
PracQces
for
Success:
Your
brand.
Your
prospects.
And
a
long
term
plan
for
LatAm.

51. OUR
PRESENTERS
Raymond
A.
Lutzky
Senior
Director,
Graduate
Enrollment
Management
and
Admissions
New
York
University
Polytechnic
School
of
Engineering
Email:
rlutzky@nyu.edu
Web:
www.nyu.edu
Montgomery
L.
Byers,
Jr.
Managing
Director,
SMDigital
Educa/on
SMDigital
Partners
Email:
fmbyers@smdigitalpartners.com
Web:
www.SMDigitalEduca/on.com