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Intead suny presentation 2014 final

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Intead suny presentation 2014 final

  1. 1. ACADEMIC RECRUITING: Implementing Integrated Digital Marketing June 17, 2014 SUNY Global Center, New York City Presented by
  2. 2. Contents Agenda . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 Speakers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 Free Resources to Enhance Your Digital Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 Intead Blogs and Podcasts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 Digital Media Planning Tool . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 Persona Development Worksheet . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 Powerful Social Media Content, Free from Intead . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 Digital Orientation Planning Tool . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Student Retention Article from ICEF . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 Free & Freemium Digital Tools List . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 Intead Index: Decision-oriented Research on Recruitment Channels . . . . . . . . . . . . . . . . . . . 15 Tour Providers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16 Credential Evaluators . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 Lead Generators . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 e-book: 88 Ways to Recruit International Students . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21 e-book: Student Counselors and Agents: Building and Managing Your International Network . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22 Perspective on Today’s Chinese Students Article from WSJ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23 Boston • New York • Cleveland ©2014 International Education Advantage Holistic approaches to marketing with digital technology to attract, recruit, orient, retain international students
  3. 3. ACADEMIC RECRUITING: Implementing Integrated Digital Marketing Presented by 1 Agenda TIME DESCRIPTION 9:45–10:00 am Registration 10:00–10:15 am Welcome & Introductions 10:15–10:45 am Session 1: Digital Marketing – The Challenges & The Opportunities 10:45–11:15 am Session 2: Who’s Evaluating Us? 11:15–11:30 am Quick Break 11:30 am–12:00 pm Session 3: Lead Follow up – The Mystery Shopper 12:00–1:00 pm Lunch 1:00–2:45 pm Session 4: Implementation – Creativity, Process, Search, Social Media 2:45–2:30 pm Quick Break 3:00–3:30 pm Session 5: Using the SUNY Brand 3:30–4:00 pm Wrap Up
  4. 4. ACADEMIC RECRUITING: Implementing Integrated Digital Marketing Presented by2 The Intead Team Michael Waxman-Lenz Co-Founder, CEO, International Education Advantage Michael’s 25-year career spans activities in technology, academia and doing business around the world. He has lived and worked on three continents and has traveled to more than 40 countries. Prior to co-founding Intead, Michael spent ten years in various senior executive functions at the Digital Media Division of American Greetings Corp. (AG), rising to General Manager. Michael joined AG when the company purchased Eagents.com, an internet start-up where he was among the first employees. In the 1990s, prior to the tech boom, Michael lived in Central Asia for five years and managed a Belgian venture capital fund. His previous work experience includes stints as a management consultant in Ernst & Young’s international division and as an economist at the Institute of International Finance (IIF). More recently, Michael taught as an adjunct professor at Baldwin-Wallace University and John Carroll University. His academic credentials include earning a Chartered Financial Analyst (CFA), a Masters Degree from Johns Hopkins University (SAIS), as well as studies at the University of Konstanz in Germany and Kingston Polytechnic in London. He has completed executive education courses at Harvard Business School, Stanford Business School and Case Western Reserve University’s Weatherhead School of Business. Benjamin Waxman Co-Founder, COO, International Education Advantage Throughout the past 25 years, Ben has focused on helping institutional non-profits and for- profit organizations with complex services sell to educated professionals. Where students are making significant decisions about where to invest their time and money, Ben’s work helps them differentiate one academic institution or program from another. His work in corporate marketing, branding and communications for a range of industry clients in education, healthcare, finance, technology, management consulting, and publishing, help him develop creative and influential messaging for a variety of audiences. He applies his knowledge of marketing trends, technology/web-based tools and social media to all engagements. Ben brings to projects the drive and talent to evaluate ambiguous situations, develop a workable plan and implement it. His clients value his eye for business development opportunities and persuasive, diplomatic style useful in attracting prospective partners. Also useful is his extensive experience building internal and external relationships and overseeing and motivating global virtual teams. He is accustomed to working with high- level decision makers. Ben has traveled extensively in Europe and the Middle East and taken business trips to Canada, Mexico, Hong Kong, and China. Ben participates and presents at international education industry conferences including AIRC, NAFSA, ICEF and EAIE. Lisa Cynamon Mayers Academic Advisor, International Education Advantage Lisa has spent over 15 years working in undergraduate admissions and college counseling and now provides guidance on the application and admissions processes for Intead. Upon graduating from Washington University in 1999, Lisa worked at the university as a Senior Assistant Director of Undergraduate Admissions for three years. Throughout Lisa’s years of graduate study at Case Western Reserve University, she worked with the admissions office on special projects, including interviewing prospective students and revamping the campus tour program. For the past eight years, Lisa has worked as an independent college counselor, guiding American and international high school students and their parents through the U.S. college admissions process. Lisa was a keynote speaker at the 2008 Inside Ivy Conference in Seoul, South Korea, organized by Princeton Review Korea and Road to College. As a speaker and published writer on the subject of college admissions, Lisa has been able to advise countless students and parents.
  5. 5. ACADEMIC RECRUITING: Implementing Integrated Digital Marketing Presented by 3 http://info.intead.com/icef-workshop-materials Miami Workshop, December 2013: Participant Materials Free resources to enhance your digital marketing 88 Ways to Recruit Inter- national Students Building and Manag- ing Your International Network Boarding School’s Guide to Internet Mar- keting Language School’s Guide to Internet Mar- keting Managing International Alumni Relations Learning SEO from the Expert The Complete Guide to European Social Media Marketing How to Master Face- book Marketing in 10 Days 88 Ways to Recruit International Students Managing International Alumni Relations Building and Managing Your International Network Learning SEO from the Experts Boarding Schools’ Guide to Internet Marketing The Complete Guide to Social Media Marketing in Europe Language Schools’ Guide to Internet Marketing How to Master Facebook Marketing in 10 Days http://info.intead.com/icef-workshop-materials Miami Workshop, December 2013: Participant Materials Free resources to enhance your digital marketing 88 Ways to Recruit Inter- national Students Building and Manag- ing Your International Network Boarding School’s Guide to Internet Mar- keting Language School’s Guide to Internet Mar- keting Managing International Alumni Relations Learning SEO from the Expert The Complete Guide to European Social Media Marketing How to Master Face- book Marketing in 10 Days Free Resources to Enhance Your Digital Marketing Get them here: info.intead.com/reading-materials E-books from Intead: Other reading material to download from intead.com: College Branding: The Tipping Point By Roger Dooley The Digital Advantage: Using Digital Tools for International Student Recruitment By Michael Waxman-Lenz and Lisa Cynamon Mayers Five Ways to Boost Your Cross-Cultural Agility By Laura Curnutt Santana A Marketer’s Template for Creating Buyer Personas By Hubspot
  6. 6. ACADEMIC RECRUITING: Implementing Integrated Digital Marketing Presented by4 Intead Blog and Podcasts Intead Recruiting Intelligence Blog At Intead we understand the factors driving academic institutions to seek international students. Our Recruiting Intelligence blog addresses the various factors that contribute to a successful program of international student recruitment and enrollment. We consider marketing, branding, international student services, and additional factors that lead to institutional and student success. Intead Insights Our team constantly searches the web for the best research reports on academic issues, global marketing and international student recruitment. We select one report per week and highlight a few key findings and summarize the essence of the report with a few selected charts. We will always direct you to the original source of the report and give you access to the entire report if possible. We have two objectives with Intead Insights: 1. We want to learn as much as we can about global education and the many related topics. It’s a form of our own professional development that in the end, serves you, our client, better. 2. We want to make you dangerous. We know that your email inbox is full and you have limited time. We are your research team bringing the most fascinating, useful and productive insights to your attention so that you can use them to your advantage. Intead Podcasts In our 20–25 minute Intead Podcasts we interview leaders in international higher education, marketing, branding and related fields. Tune in during your commute to learn from the best and brightest in the industry. Available on iTunes and the Intead website. services.intead.com /blog Sign Up to Receive: services.intead.com /insights intead.com /intead-podcasts
  7. 7. ACADEMIC RECRUITING: Implementing Integrated Digital Marketing Presented by 5 November2012 Intead’sDigitalMediaPlanningTool:SampleWorksheet1 Step1:DefineTargetsForDigitalCommunicationsPlanVis-à-visYourRecruitmentFunnel Step2:ConsiderGroundGameComponents:Yourdigitalcommunicationswillstrengthenyourotherrecruitmentinitiativesandtheywill supportyourdigitalcommunications. •TargetCountry: •TargetAudience: •TargetResults: •SocialMediaToolsUsedbyTargetAudience: •SocialMediaToolsUsedbyInfluencers(Parents,Agents): InitiativeConsiderations •TravelToursFalland/orSpring MajorCity(highlevelofcompetition)vs.MajorRegion(lowerlevelofcompetition) •PrintCollateralContenttranslated&culturallyappropriate Materialsspecificallyforparents,agents/counselors •Counselor/AgentProgramCommissionsatmarketrate Communicationsplan(updatesmonthly,meetingannually) Printcollateral China Undergrads(consideryourtestscoresandothercriteria) IncreaseYIELDfrom30%to40%(admittedenrolled) QQ,Baidu,YouKu RenRen,CatchADream,Baidu,YouKu DigitalMediaPlanningTool(Sample)
  8. 8. ACADEMIC RECRUITING: Implementing Integrated Digital Marketing Presented by6 November2012 Step3:DefineDigitalTacticsandProcesses:Considerwherethesetacticsfitinyourrecruitmentfunnel PRIMARYTARGETAUDIENCE: TacticFrequencyContentSourceStaffResponsibleVendorPartnerBudget RenRenWeeklyPostingIn-CountryAlumni,Current Students,Relevant Facebookactivity JuniorLevelEnrollment MarketingStaffperson Accountcreation,translation, postingcoordination $12,000 Catchdream.cn/ Wikipedia AnnualProfile Update Currentmarketing contenteditedfor internationalaudience JuniorLevelEnrollment MarketingStaffperson Translation,posting coordination $750 BaiduMonthly Maintenance& ReviewofBrandUse n/aJuniorLevelEnrollment MarketingStaffperson In-Countryimplementationof SEOandmonitoringofsearch results,translation $1,200 YouKuMonthlyVideo Posting RelevantFacebookand othermarketingcontent– brief,simple,engagingto internationalaudience JuniorLevelEnrollment MarketingStaffperson Accountcreation,translation (subtitles?),posting coordination $6,000 Digital Orientation w/Email Marketing EarlySpringLaunchCurrentmarketingcontent editedforinternational+ licensedcontent SeniorLevelEnrollment MarketingStaff Micrositecreation, translation,licensedcontent, emailmarketingsupport Yr1:$24,000 Yr2-5:$15,000 INFLUENCERTARGETAUDIENCE: TacticFrequencyContentSourceStaffResponsibleVendorPartnerBudget QQWeeklyPostingIn-CountryAlumni,Current Students,Relevant Facebookactivity JuniorLevelEnrollment MarketingStaffperson Accountcreation,translation, postingcoordination Includedinabove socialmedia work UndergraduateStudents(China) Parents&Counselors/Agents(China) DigitalMediaPlanningTool(Sample)
  9. 9. ACADEMIC RECRUITING: Implementing Integrated Digital Marketing Presented by 7 Persona Development Worksheet Attributes Persona A Persona B Job Role Prospective Student Parent / Agent Role in Decision Making Process Academic Strength Financial Strength Age Location Influencers Sources of information Main goals Motivations Challenges/Frustrations Buyer Role Type Interaction Preferences Watering Holes Other
  10. 10. ACADEMIC RECRUITING: Implementing Integrated Digital Marketing Presented by8 Intead hears from many clients that developing fresh content for social media can be an ongoing challenge. We can help. And we’re giving it away. WhyEducationMatters.org highlights the critical importance of education by displaying current and historic quotes about education against a background of compelling photographic images. We invite you to contribute a quote of your choice to respond to the statement: Why Education Matters. Your contribution can reach, and potentially inspire, thousands of viewers. If you have a good background photo, we welcome that as part of your submission. Our goal is to collect 1,000 quotes regarding the value of education from around the world. In fact for every quote we use we will donate $2 to The Malala Fund, in honor of the incredible Malala Yousafzai. “The Malala Fund’s solutions are grounded in inspired innovation: they are girl-centric approaches to education that support the Fund’s goal of creating a world where every girl reaches her true potential.” We have been inspired by Malala. She exemplifies why education matters. Intead offers this content in different sizes for use on your website and social media. WhyEducationMatters.org Powerful Social Media Content, Free from Intead
  11. 11. ACADEMIC RECRUITING: Implementing Integrated Digital Marketing Presented by 9   Digital Orientation Planning Tool Sample   Digital Orientation Planning Tool  Step 1: Define IT Platform/Support    Step 2: Define Target(s) For Digital Orientation Plan    Step 3: Collect Content  ExistingContentSources: NewContentCreation: TranslationResource: 2 current int’l students to create video testimonials; consider  webinar with international professor in local language Admissions brochures  videos; orientation materials Current international studentsand professor Hosting: ITResource: EmailDistributionEngine: University website under International Students tab University admissions email system Internal IT staff TargetCountry: TargetAudience: TargetResults: China Increase YIELD from 15% to 20% (admitted enrolled) Admitted undergraduate students DigitalOrientationPlanningTool(Sample)
  12. 12. ACADEMIC RECRUITING: Implementing Integrated Digital Marketing Presented by10 Digital Orientation Planning Tool Sample   Step 4: Design Micro‐Site  Step 5: Define Email Marketing Plan  WebsiteDesignResources:Marketing communications staff/IT support MarketingGoal: PrimaryAudience: SecondaryAudience: Tactic: ContentToBePromotedviaEmail: TrackingPlan Undergraduate students in China Parents of undergraduate students in China Drive increased enrollment (yield) by engaging admitted  students with valuable content and driving them and their  parents to the university website 4‐week email marketing campaign starting with admissions  letter to int’l students pointing them to micro‐site with digital  orientation content in local language  Classroom experience, safety, academics, international  student social life  Email engine to track open and click through rates. Online  registration form for downloadable Chinese language PDFs  (sharable with parents) to help capture student email  addresses and track engagement  DigitalOrientationPlanningTool(Sample)
  13. 13. ACADEMIC RECRUITING: Implementing Integrated Digital Marketing Presented by 11 Student retention begins in, and sometimes before, the first week of class Student retention begins in, and sometimes before, the first week of class Published October 16, 2013 http://monitor.icef.com/2013/10/student‐retention‐begins‐in‐and‐sometimes‐before‐the‐first‐week‐of‐class/ For many educators, the memory of the last student intake and last orientation is never far away, especially with a new school year recently underway in many parts of the world. How would you rate your school’s effort at welcoming new international students and helping them settle in? What are you thinking of improving for your next intake? These are not small questions. There is an increasingly clear relationship between an effective orientation – and related services that encourage incoming international students to reach out and connect with new friends – and the level of engagement students achieve with their school and their new community throughout their studies. This level of attachment has been shown in turn to be an important factor in student performance, retention, and even in the student’s interest in remaining on in the host country to pursue career or immigration opportunities after graduation. We have looked at issues and strategies around student retention in previous posts, including features on data‐driven enhancements to student support services as well as the impact of culture shock. But for many educators, it seems the path to dealing with these issues – including better retention rates – begins in the first week of class, or perhaps even before. Preventing homesickness A recent paper published in the Journal of American College Health – “Homesickness and Adjustment in University Students” – notes that many new post‐secondary students will suffer intense homesickness. “The transition to college or university can be an exciting new experience for many young adults. For some, intense homesickness can make this move difficult, even unsustainable.” “Homesickness – defined as the distress or impairment caused by an actual or anticipated separation from home – carries the unique hallmark of preoccupying thoughts of home and attachment objects. Sufferers typically report depression and anxiety, withdrawn behavior, and difficulty focusing on topics unrelated to home.” “For domestic and international university students, intense homesickness is particularly problematic. It can exacerbate preexisting mood and anxiety disorders, precipitate new mental and physical health problems, and sometimes lead to withdrawal from school.” The report’s authors, Dr. Christopher Thurber, a psychologist at Phillips Exeter Academy, and Dr. Edward Walton, a professor in pediatric medicine at Oakland University, recommend a number of preventative strategies based on their research in the field:
  14. 14. ACADEMIC RECRUITING: Implementing Integrated Digital Marketing Presented by12  “Provide orienting information… The more that incoming students know about what to expect and where to find supports and resources when they arrive, the less anxious they will feel.  Plan for how and when to maintain connections with home [via] letters, email, video chats, phone calls, and in‐person visits.  Initiate social contacts prior to the first day of school… Social networking websites [such as a dedicated Facebook page or chat room] can be healthy tools for connections between new and returning students or among groups of new students.  For international students, cultivate host‐country friends as well as homeland friends… Establishing a friendship group of predominantly homeland friends impedes acculturation and is usually associated with more intense feelings of missing home.  Educate new and returning students about the peer and professional supports that are available on and around campus. All students should know where to find resident advisors, dormitory affiliates, health centre staff, and mental health professionals.” To this we would also add:  Arrange for your institution’s psychology department to give a workshop(s) to staff on how to discover tell‐tale signs of depression or anxiety in advance, and what to do to ensure the student receives help. Include intercultural sensitivity training for staff (and consider extending this to students both domestic and international).  Pay special attention to international students who arrive late (due to visa delays, personal issues, etc.) and might have missed the formal orientation programme. Expanded support services The importance of strong orientation and support services targeted to new international students is looming larger in schools and campuses these days, partly because many international programmes have realised steady enrolment growth in recent years. “Even at colleges where the raw numbers aren’t jaw‐dropping, foreign students’ increased presence is felt,” says a 2011 article in The Chronicle of Higher Education. “International students, or those from particular countries, are no longer showing up in onesies and twosies… As a result, what might have previously been ascribed to the personality or learning style of an individual student is beginning to coalesce into noticeable patterns, although international educators are quick to say that it’s not always possible – or appropriate – to generalise across country or cultural groups.” And along with that growing presence on campus, the profile of today’s international students is noticeably different than it was even a few years ago. Undergraduate enrolments are growing quickly – this is particularly the case in major destination countries such as the US, where undergraduate enrolments have grown twice as fast as graduate enrolments over the past few years – and students are coming from a greater range of countries than in the past. As The Chronicle reports, American educators are responding with new or expanded support services. “A growing number of colleges have instituted peer‐mentor programmes. At American University, current international students act as small‐group leaders during orientation, sharing their own experiences of acclimating to campus life. Colorado State University’s peer advisers, about half of whom are American, reach out to incoming international students, introducing
  15. 15. ACADEMIC RECRUITING: Implementing Integrated Digital Marketing Presented by 13 themselves by email and offering to answer questions before the semester even begins. Other institutions have variations on the peer‐adviser theme. Rice University stations ‘international liaisons’ in each of its residence halls to serve as informal resources to foreign students, who can drop by their rooms with questions or concerns. George Mason pairs participants in its Access programme, which pairs provisionally‐admitted students who work to improve their English while taking college courses with honours students who live on adjacent floors.” Institutions, in the US and otherwise, are also looking at how to improve the effectiveness of their orientation programmes. For some, this means paring orientations down to the basics in order to help avoid information overload for newly arrived students. For others, orientation takes place in extended sessions before the beginning of the school year or even in for‐credit courses taken in the first semester of study. The University of Toronto, for example, offers Green Path, a dedicated 12‐week summer preparation course for students from China. Participants get a chance to polish their English and to get a jump on social connections and academic preparation for the school year ahead. The programme’s focus on Chinese students, however, can be seen as both a strength and a challenge given the strong interest many international students have in connecting with students from other cultural backgrounds. “The instinct to form cliques around nationality is something Green Path administrators are keen to guard against,” reports Canada’s Globe and Mail newspaper. “The ‘GPers’ all hail from China, often speak Mandarin to each other, and grow tight‐knit after 12 weeks together… At the same time, instructors constantly urge them to break out of that bubble and go exploring.” The University of British Columbia, meanwhile, offers a two‐week summer orientation programme called Jump Start for new international and Aboriginal students. As the Globe and Mail report outlines: “Starting with a pick‐up at the airport, the programme’s two intensive weeks mix academic lectures with workshops on living independently and plenty of social events, like talent shows and dancing nights. Many universities offer events like these, but stretching them over two weeks and getting professors involved remains rare, not to mention costly, which may help explain why few schools have followed suit. The programming is free, but students are asked to pay up to CDN 1,240 for room and board.” “Students insist it was worth it. ‘It helps a lot, for real,’ says Giulio Sucar Pregnolato, 18, who came to UBC from Sao Paulo, Brazil to study biomedical science. ‘It removes the sense that you’re alone in a huge pond of other people. You just feel inserted more.’” These examples suggest a new idea about orientation is taking shape – one that starts early, even before the student’s arrival on campus, and lasts longer than was the case for orientations past. They also suggest that formal orientation sessions are increasingly seen as an important part of a broader process, one that includes ongoing information and support services for new students to help ensure they have every opportunity to connect with fellow students, the larger community, and even the country in which they have chosen to study.
  16. 16. ACADEMIC RECRUITING: Implementing Integrated Digital Marketing Presented by14 Digital Tools Free/Freemium Tools MailChimp helps you design email newsletters, share them on social networks, integrate with services you already use, and track your results. It’s like your own personal publishing platform. Dropbox is a free service that lets you bring all your photos, docs, and videos anywhere. This means that any file you save to your Dropbox will automatically save to all your computers, phones and even the Dropbox website. Dropbox also makes it super easy to share with others, whether you’re a student or professional, parent or grandparent. HootSuite is designed for professionals who want to drive more value from their social media activities: manage campaigns, engage with customers and collaborate internally, all from one secure web and mobile dashboard. Try it free, and choose from three plans tailored to meet your needs. Google Analytics provides powerful digital analytics for anyone with a web presence, large or small. It’s one of the most powerful digital analytics solutions available – and it’s free for anyone to use. Paid Services SurveyMonkey is the world’s most popular online survey tool. It’s easier than ever to send free surveys, polls, questionaires, customer feedback and market research. Plus get access to survey questions and professional templates. Hubspot all-in-one marketing software helps you optimize your website to get found by more prospects and convert more of your prospective students into enrolled students. A/B Testing is a method of website optimization in which the conversion rates of two versions of a page – version A and version B – are compared to one another using live traffic. Site visitors are bucketed into one version or the other. By tracking the way visitors interact with the page they are shown, you can determine which version of the page is most effective.
  17. 17. ACADEMIC RECRUITING: Implementing Integrated Digital Marketing Presented by 15 Intead Index Free decision tools for international student recruiting There are a lot of vendors and tools out there—we know it is hard to choose and evaluate. Wouldn’t it be nice if you could ask a member of your team to analyze all those options by specific criteria so you could make an informed decision? Intead has done the work for you: The Intead Index is a set of indices that provides you with the information you need to make informed decisions about international student recruitment strategies. Our staff has worked inside college admissions offices and understands the challenges of sorting through this information. We research, analyze, and compile the information for you—you make the good decisions. Sign up here: info.intead.com/intead-index I N D E X for International Marketing Enrollment 20 LinkedIn Groups International Tour Providers Social Media Tools Seminars Conferences
  18. 18. ACADEMIC RECRUITING: Implementing Integrated Digital Marketing Presented by16 CompanyOwnershipCountriesofferedFrequency Cost (transport/accomodationsnot included) URL#ofstudents#ofinstitutions LindenToursPrivatelyheld GulfSouthAsia(India,UAE,Kuwit,Qatar),Asia (Thailand,Indonesia,Singapore,Malaysia, Vietnam),China,LatinAmerica(Brazil,Colombia, Ecuador,DominicanRepublic) Biannual:Fall(Sep/Oct, Spring(Feb/Mar/Apr) $1,200-$3,600(citiesoption,and fairsonly)$4,700-$18,000(fulltour withaccomodation) 2,000-10,00040max EducationUSA IIE,U.SDepart- mentofState SoutheastAsia(Thailand,Malaysia,Burma,Cambodia, Vietnam,Brunei),SouthernEurope(Portugal,Spain, more),Eurasia(Russia,Armenia,Ukraine,more), SouthandCentralAsia(SriLanka,Nepal,Pakistan, Bangladesh,more),manymore Annual:Fall(Sep/Oct/Nov), Spring(Feb/Mar/Apr) ~$3,000-$5,300/fulltour(varies/ tour,includestransportation) 400-2,000/city~50(varies/tour) IIENon-profitIndia,Taiwan,China,Indonesia,Vietnam, Thailand,Brazil Biannual:Fall(Sep/Oct), Spring(Feb/Mar) ~$1,550-$1,700/city(IIE- Member)+~200fornon-IIE members 200-1,000/city~40(varies/city) FPPEDU MediaPrivatelyheld Mexico,SoutheastAsia(Indonesia,Malaysia,Thailand, Vietnam),Brazil,Europe(Spain,Italy),LatinAmerica (Colombia,Venezuela,Peru,Ecuador) Biannual:Fall(Sep/Oct), Spring(Feb/Mar/Apr)~$1,800-$4,000/city~2,000-10,000/ city30-100 ISN (International Student Network) Privatelyheld LatinAmerica(Brazil,Colombia,Ecuador,CostaRica), Asia(China,Vietnam,Thailand,Indonesia),India,Gulf (Jordan,Kuwait,UAE,Qatar,Bahrain) Biannual:Fall(Sep/Oct/ Nov)Spring(Feb/Mar/Apr) $7,950-$18,950/tour(registration, regionalflights,Visaservicesand hotelsincluded) ~350-1,700/city, variesbylocation20max/tour BMIPrivatelyheldBrazil,Chile,Colombia,Ecuador,Peru,Venezuela Biannual:Fall(Sep/Oct/ Nov.)Spring(Mar/Apr/ May) $2,700-$16,800/city ~1,000-4,000/ city, variesbylocation ~140 IESFair Representation Program PrivatelyheldChina,BrazilBiannual:Fall(Nov),Spring (Mar) $2,700(China), $2,600(Brazil) 100,000+students andparentstotal CIEETPrivatelyheldChinaAnnual:March$2,830/city40,000over7cities~443over7cities A2International EducationFairsPrivatelyheldTurkey,Cyprus,Azerbaijan,Kazakhstan,Morroco, EgyptandSyriaBiannual:FallandSpring$5,500-$6,900 1,500-14,000 students/fair550intotal AIEFEducationToursNon-profitChina,Korea,Taiwan Bilannual:Fall(September, October),Spring(March), andChina-Summer(June, August) $1,100-$2,800 1,500-5,000in general,Chinaupto 100,000 ~50perlocation Digitaltechnologytoattract,recruit,orient,retaininternationalstudentsintead.comINDEX EvaluatingInternationalTourProviders Ifyoubelongtoacompanythatislistedandyouhavecommentsoryouthinkthatyourcompanyshouldbeincluded,pleasesubmittheinformationto indexlist@intead.com
  19. 19. ACADEMIC RECRUITING: Implementing Integrated Digital Marketing Presented by 17 CompanyEmailServicesYear FoundedHQLocationOwnershipURL AcademicEvaluation Services,Incinfo@aes-edu.orgEvaluation(General,Grade,Comprehensive)and Translation2007TempleTerrace, FLUSPrivate A2ZEvaluations,LLCinfo@A2Zeval.comGeneral,CoursebyCourse2009Davis,CAUS CenterforApplied Research,Evaluations, Education,Inc. eval_caree@yahoo.comGeneral,CoursebyCourse,Comprehensive1989Anaheim,CAUSPrivate EducationalCredential Evaluators,Inceval@ece.org Electronicdeliveryofreports.E-learningsessionson appliedcomparativeeduaction.1980Milwaukee,WIUSNonprofit Educational Perspectives,nfp.info@edperspective.org CoursebyCourse,DocumentbyDocument,Subject Analysis,CatalogMatch2002Chicago,ILUSNonprofit EvaluationService,Inc.info@evaluationservice.netDocumentbyDocument,CourseandCreditwithGPA1990Chicago,ILUSPrivate ForeignAcademic CredentialService,Inc.facs@aol.comGeneral,CoursebyCourse,ABET1987TexasUSPrivate Foundationfor InternationalServices,Inc. info@fis-web.comEvaluations(DocumentbyDocument,Courseby Course),Translations,Recommendations 1978WashingtonUS GlobalCredential Evaluators,Inc. info@globaleval.org DocumentbyDocument,CoursebyCourse,Re- evaluation 1990TexasUSPrivate Digitaltechnologytoattract,recruit,orient,retaininternationalstudentsintead.comINDEX Ifyoubelongtoacompanythatislistedandyouhavecommentsoryouthinkthatyourcompanyshouldbeincluded,pleasesubmittheinformationto indexlist@intead.com CredentialEvaluationCompanies
  20. 20. ACADEMIC RECRUITING: Implementing Integrated Digital Marketing Presented by18 CompanyEmailServicesYear FoundedHQLocationOwnershipURL GlobalServices Associates,Inc. gce@gceus.comEquivalencystatement,CoursebyCourse2000CaliforniaUSPrivate InternationalAcademic CredentialEvaluators,Inc. staff@iacei.netPreliminaryEvaluation,General,CoursebyCourse1991TexasUSPrivate InternationalConsultantsof Delaware,Inc. icd@icdeval.comGeneral,CoursebyCourse,Physical,Massage,and OccupationalTherapy 1977PhiladelphiaUSPrivate InternationalEducation ResearchFoundation,Inc. information@ierf.org Education(General,CoursebyCourse,Courselevel Identification),ProfessionalLicensing,Employment/ SalaryAdjustment,Immigration 1969CaliforniaUSNon-profit JosefSilnyAssociates,INC. International EducationConsultants info@jsilny.com Education(DocumentbyDocument,CoursebyCourse), Translations,WorkExperience1987FloridaUSPrivate WES(WorldEducation Service) support@wes.orgCredentialCoursebyCourse,DocumentbyDocument, CPA. 1974NewYorkCityUSand Canada Non-profit Digitaltechnologytoattract,recruit,orient,retaininternationalstudentsintead.comINDEX Ifyoubelongtoacompanythatislistedandyouhavecommentsoryouthinkthatyourcompanyshouldbeincluded,pleasesubmittheinformationto indexlist@intead.com CredentialEvaluationCompanies
  21. 21. ACADEMIC RECRUITING: Implementing Integrated Digital Marketing Presented by 19 Global DigitalLead GeneratorsCompanyLeadsource Abilityto targetandpre-qualifyInternationalmarketsPricingmodel Under graduateGraduateURLlink ACTEducational Opportunity Service ACT ACTtakers/ACTPlan takers(highschool sophomores) Location,demographics,high schoolGPA. AllACTmarkets$0.38/name■ TOEFLSearch ServiceETS/HobsonsTOEFLtakers 26criteriathatincludesTOEFL score,location,intendedmajor, dateofenrollment AllTOEFLmarkets 130+countries $0.43/name■■ SATStudent SearchService TheCollegeBoard SAT,SATSubjectTest, PSAT/NMSQT,PSSSand APtesttakers Demographics,intendedmajor, gradyear,Highschool,andEPS marketcodes AllSATmarkets$0.37/name■ GRESearch Service ETS/HobsonsGREtakers Demographics,educational/ employmentbackground (undergraduatemajor, post-gradfull-timework experience)GPAwithGREscore AllGREmarkets $0.43/name($250annual participationfee) ■ Education Dynamics Education Dynamics Variousmarketing channelsand websitessuchas GradSchools.com, UniversitiesAbroad. com Variesbyprospecttype.Tailor prospectlevel(Premier,Gold, Select)toschool’sneeds. Internationalmarkets accessiblethrough StudyAbroad.comand UniversitiesAbroad.com Pricevaries.Dependentonschool’s costperenrollmentgoals. ■■ US Journal USJournal VisitorstoUSjournal andits17multilingual sites Academiclevel,intended major,cost,programinterest Internationalmarkets speakingthe17languages ofUSJournal’smultilingual sites. Variablepricingforannualcontracts: $1,195forEnglishadvertisement. $1,595foreachLatin-character language;$1,895forother languages. ■■ Peterson’s Peterson’sStudent LeadService Visitorstopetersons. com Demographics,GPA,Geography Anyinternationalvisitorto petersons.com Pricesvarybasedonneeds.Average cost$2,000-$5,000 ■ Hotcourses,IncHotcourses,Inc Hotcourses internationalhigher educationsearchsite users Location,studylevel,program interest,MASServiceforpre- qualifiedinquiriesmatching entryrequirements 22countriesincluding India,China,MiddleEast, Indonesia,Vietnam,Brazil, etc. Yearlysubscriptionpermarket- includesunlimitedinquiryand translations ■■ Digitaltechnologytoattract,recruit,orient,retaininternationalstudentsintead.comINDEX EvaluatingAcademicMarketDigitalLeadGenerators Ifyoubelongtoacompanythatislistedandyouhavecommentsoryouthinkthatyourcompanyshouldbeincluded,pleasesubmittheinformationto indexlist@intead.com
  22. 22. ACADEMIC RECRUITING: Implementing Integrated Digital Marketing Presented by20 Global DigitalLead Generators CompanyLeadsourceAbilityto targetandpre-qualify InternationalmarketsPricingmodelUnder graduate GraduateURLlink EducationUSA InstituteofInter- nationalEducationN/AN/A 170countriesincluding Brazil,China,Kenya,and India,etc. Free(withloginrequest)■■ Edufindme FPPEDU Media VisitorstoEdufindme. com Demographics,intended major,highestdegree obtained,finances Anyinternationalvisitor$936-4,990peryear■■ Envisage International EnvisageInterna- tionalCorporation Visitorsto InternationalStudent. comandnetworkof 20sites,International StudentNewsletter Subscribers,emaillists Demographics,Contact information,highestdegree obtained,intendedmajor, programinterest Anyinternationalvisitor Deliversleadsoncostperinquiry basis ■■ BigchoiceBigChoiceGroup Networkofinternational websites Geography,Demographics, intendedmajor,degreetype, languages 10countries$5-16kdollars,leadbased■■ China ZinchChinaChegg Over300,000active Zinch.cnusers Callcentercontactsstudents toverifycontactinformation, financialsituation,and languageabilitythrougha verbalEnglishinterview. China Marketingpackagesstartat$12,000 forcorebrandbuildingpromotions ■■ IESChina InternationalEdu- cationService Visitorstoies-china.orgN/AChina $1,800-$5,500basicservices.Upto $20,000forvideoproduction. ■■ IndiaAyandir Education Ayandir Education Facebookusers, Admission.table.com users Academicqualification, GPA,testscores,otherareas specifiedbytheuniversity India$1000/200leads■■ Digitaltechnologytoattract,recruit,orient,retaininternationalstudentsintead.comINDEX EvaluatingAcademicMarketDigitalLeadGenerators Ifyoubelongtoacompanythatislistedandyouhavecommentsoryouthinkthatyourcompanyshouldbeincluded,pleasesubmittheinformationto indexlist@intead.com
  23. 23. ACADEMIC RECRUITING: Implementing Integrated Digital Marketing Presented by 21 88 Ways to Recruit International Students A comprehensive survey of recruitment ideas and practices Successfully implementing a comprehensive recruitment strategy is complex, and on an international basis, even more so. This book provides a wide range of tactics you can use to build a robust strategy. ~ David L. Hautanen, Jr. Former Director of Admission / Director International Recruitment and Strategic Initiatives, Northeastern University, Massachusetts Executive Summary Let’s first look at the big picture of attracting students. Marketing traditionally has had two distinct components: brand marketing and direct marketing. Universities have, in most instances, an institutional separation of these functions as well. While the marketing department tends to be in charge of the overall branding campaigns (e.g., billboards, TV, and radio), the admissions department manages the direct marketing (e.g., high school visits and college fairs). The email direct marketing also tends to be based within the admissions department. Holistic student enrollment marketing must embrace both components and aim to strike a financially responsible balance. Our handbook explores development of branding and marketing, particularly those elements that have been made possible with recent advances in technology and social media. Direct marketing, whether offline or online, has the distinct advantage of allowing you to tie your results directly to the marketing expense. You can calculate the “direct” Return on Investment (ROI). The challenge here is that we do not know every one of the factors that influenced the final enrollment decision. Selecting a university is a complex decision. Students’ friends and parents as well as institution websites play a critical role. So how do you calculate the all-inclusive return? Due to size and fragmentation, brand marketing in international markets is even more difficult than in the US market. And even in the US, most universities focus on a limited geographic radius. Nevertheless, the internet and social media make it feasible and critically important to include a consistent brand building effort in your marketing. You can’t afford to let US News World Report determine your international brand perception. Your material – well conceptualized, crafted and disseminated – should shape the perception and position of your institution. Throughout this text, we mention a great number of recruitment solutions, non-profit organizations and for-profit companies that provide services and connections to assist with international student recruitment. We do not endorse and we are not sponsored by any of these groups for this publication. How Alumni Can Help with International Recruitment 1. Direct recruitment activities such as interviewing candidates 2. Identifying new business targets 3. Internship placement for foreign and domestic students 4. Hosting receptions for parents of high school students 5. Help at education fairs Source: University of Michigan, http://cob.umd.umich.edu/693401/
  24. 24. ACADEMIC RECRUITING: Implementing Integrated Digital Marketing Presented by22 Student Counselors and Agents Building and Managing Your International Network Once again, Intead has produced a thoughtful analysis of an important development in international education. This monograph will be useful to any institution considering an agency-based recruitment strategy, as well as institutions that are already on this path. ~ Mitch Leventhal, PhD Former Vice Chancellor for Global Affairs, The State University of New York System Executive Summary Agent recruitment has an air of picking the easy and cheap way to find students as opposed to the typical US domestic student recruiting process of visiting high schools and attending college fairs. Our research shows that successful recruiting via agents is neither easy nor inexpensive. Building, supporting and managing an agent network requires initial investment and ongoing commitment and resources. In interviewing more than 50 professionals in this field, we found those adding this recruiting channel had deliberate strategic and practical reasons to do so. Here we highlight the advantages and value of agent recruiting: • Consistent presence in the country with local representatives and offices versus fly-in/fly-out admissions officers • Local cultural understanding of the education tradition and an ability to convey the complex US admissions process • Language facility and ability to communicate with students and parents • A successful, well-designed and managed agent recruiting channel requires: ◆ Ongoing support internally and externally ◆ Thoughtful selection, evaluation and monitoring of the partner agencies ◆ Consistent and repeated training of agents ◆ Direct personal interaction and communication via as many channels as possible (visits in-country, visits by agents to the institution, email, phone, video conferencing) ◆ Consistent evaluation of results ◆ Fair and prompt compensation to agents Global Training Transparency Communication Optimize Best Practice Students India China Trust Marketing Channels Guidance Overseas Enrollment We interviewed 50 professionals (partial list): Ron Cushing, University of Cincinnati Joseph DeCrosta, Duquesne University Andrew Eisenhardt, Drexel University Tony Littlefield, Washington College Krista Northrup, SUNY Debbie Thorne, Texas State University Sara Tully, University of Wisconsin–Milwaukee Charles Wilkerson, Tennessee Tech University
  25. 25. ACADEMIC RECRUITING: Implementing Integrated Digital Marketing Presented by 23 June 2, 2014 OMG: In China, This Language Teacher Has Swag By Debra Bruno Jessica Beinecke gets this reac- tion a lot: She’s walking down the street in a Chinese city, and she’ll be recognized by one of her 400,000 Weibo followers or even one of the 40 million who have watched her videos. With platinum blonde hair and big blue eyes, the young woman who has taught Americans how to say “twerk” in Mandarin and stu- dents in China how to talk about “House of Cards” stands out. “They’ll say, ‘Eh? Bai Jie?’ And then we’ll take a selfie,” says the 27-year old Ohio native who takes learning a language to a whole new level. Ms. Beinecke, known to her Chinese fans as Bai Jie (..), has made a name for herself since 2011 with her bright, funny and short expla- nations of English slang – includ- ing “twerk,” “swag,” “freaking out,” “awesome,” and “life hack,” as part of a daily Voice of America online video program called OMG Meiyu, or OMG American English. She says she chose her name in college to sound a bit like her giv- en name. Directly translated, bai means white and jie means “clean” or “pure,” she says. Step aside, Justin Bieber. Apart from her work with OMG Meiyu, Ms. Beinecke also has two new sites she developed herself and launched in January: Crazy Fresh Chinese, which teaches Chinese terms to English speakers, and Bai Jie LaLaLa, which like OMG Meiyu teaches English expressions to Chi- nese speakers. Thanks to such work, she’s got a Chinese following that can reach a certain level of fanaticism. One of the top Google search terms under her name is “Jessica Beinecke boy- friend.” When her male followers ask if they can be her boyfriend, she says, she handles it accordingly: “I just write, in Chinese, the words for ‘ha ha,’ and put a smiley face and just move on. I say, ‘thank you.’ It’s a compliment.” On the comments section for her Voice of America videos, fans offer English-language tributes such as “Bai Jie is very lovely” and “I love Bai Jie. Hope she was my girlfriend.” This is not your mother’s lan- guage instructor. Ms. Beinecke is cheerful to a fault, throws in a goofy giggle in the middle of her mini-les- sons – which can be as short as 30 seconds – and seems to have an unerring sense of what her follow- ers might want to understand. For Chinese-language students on her Crazy Fresh Chinese site, that in- cludes how to say “House of Cards,” the popular U.S. television minise- ries that explores the machinations of Washington’s power struggles. As part of those lessons, she dressed up as the characters Frank Under- wood, Claire Underwood and Zoe Barnes and gave lessons on terms like “Friends make the worst ene- mies” and “conniving.” Continues Ms. Beinecke poses with fans in Beijing. CHINA
  26. 26. ACADEMIC RECRUITING: Implementing Integrated Digital Marketing Presented by24 And in the 700 OMG Meiyu broadcasts she’s made so far, she offers English-language students almost an urban dictionary of the kinds of terms young people use, like “get over it,” “wakey wakey,” tough love,” fantabulous” and “my bad!” Young people are tired of lessons that slog through statements like “I have three people in my family” and “we have a dog” and “we live in a house,” she says. “It’s a little dry. I kind of spice it up and give them something to use. They can say when they go to Starbucks, ‘Hey, get me a zhong bei dou na tie – give me a medium soy latte. It’s something they can use in the moment. So I think that’s what really connects.” She is also developing a follow- ing among U.S. high school and college students. “The looks on their faces when they learn there’s a word for swag and twerk in Mandarin, they instantly have this new con- nection to Mandarin and they can more instantly relate to a language that they thought up to that point was foreign to them,” she says. Ms. Beinecke introduces twerk- ing on her Crazy Fresh Chinese site by giggling and announcing: “This is the most important Mandarin lesson you’ll ever have in your en- tire life.” She goes on to repeat the words dian tun wu, adding, “It lit- erally means ‘electric butt dance.’ Oh yeah.” And then she dances a bit with her arms in the air. Recently in Beijing to talk about the 100,000 Strong Foundation, which encourages American stu- dents to study in China, she also visited a middle school in Beijing. “This seventh-grade girl came up af- terwards and very quietly said, ‘Bai Jie, I drew this for you,’” she says. “It was a really pretty cartoon of me and under it in very pretty writing, it said ‘Jessica.’” Another student in Chengdu drew a portrait of her in a hat with big glasses, as an illustration of the word “swag” (fan’er). “It’s on my wall in a very narrow hallway,” she says. “My boyfriend won’t let me hang it out in a prominent place.” She thinks her viewers feel close to her because of the intimacy of her shots: she shoots her videos with a cell phone camera and talks directly to the viewer. “It feels like we’re hav- ing a one-on-one conversation. And that’s on purpose,” Ms. Beinecke says. Her formula seems to be work- ing. She says, “I just think young people have so many similar inter- ests, and for them to have an op- portunity to connect in a real way with those with similar interests, is something I hope to provide every day. And to do it in a way that also addresses their attention span.” Continued from previous page Ms. Beinecke poses with a fan wearing a fake tattoo with the Chinese characters for ‘swag’.

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