Intead webinar-how-do-universities-market-to-the-world-now
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Intead's 2nd webinar on how to market universities to the world in light of the U.S. presidential election results (a bit more perspective than we had even 2 weeks ago).
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Intead webinar-how-do-universities-market-to-the-world-now
- 2. What we know A framework for this discussion What we can learn / What we wish we knew How we approach this Discussion Topics
- 3. This is about an approach to marketing • Marketing strategy • Marketing processes and tactics • Messaging This is NOT about politics • Not about gloating or commiserating • Not about providing therapy (which we likely all need, regardless of the election results) Everyone gets • Opportunity to ask questions along the way (they will be moderated by Elaine) • This slide deck as a pdf • Link to recording of this webinar (let’s hope I don’t say anything that gets me in trouble) Discussion Framework
- 4. What we know What we can learn / What we wish we knew How we approach this Discussion Topics A framework for this discussionP
- 5. Deliberately Build a High Quality Partner Network Build Deliberate Relationships
- 6. Take a Holistic Approach
- 9. Be Nimble (as an institution…?)
- 12. Build a Reliable Marketing System
- 13. Build a Reliable Marketing System
- 14. Engage in Continuous Feedback and Improvement
- 15. 2 Days EMAIL 1 1 Week EMAIL 2 EMAIL 3 2 Weeks EMAIL 4 1 Month Prospect CONTACT FORM What is an inquiry worth? Use Marketing Automation Systems
- 16. External Sources • IIE Open Doors • Google Analytics • Linked In • iGraduate International Student & Agent Barometer – Benchmarking Internal Sources • Admitted Not Enrolled Survey – helps identify target messaging • International Student Focus Groups • Tracking Incomplete Applications – helps convert previously engaged leads • Lead Engagements (international fair leads and email campaign open rates and click rates) – helps identify best engagement marketing Use Data
- 17. Racial violence against Indian students in Australia became national news in 2009-2010. 600,000 international students became 485,000 between 2009-2012 The ICEF Monitor captured the fall out in an article in October 2012 and it wasn't pretty: The sector’s downturn has also been expressed in these forecasts: • 27,000 jobs lost including 7,300 in educational institutions and college collapses • 23% fewer students in 2013 compared to 2009 •The value of education as an export down by 22% in 2013 since 2009 •A bottoming out of the sector at AUS $14 billion in 2013 from a high of AUS $18 billion in 2009 Be Informed and Plan for Success in the Face of Challenges
- 18. Australia’s Recovery ~ 645,000 international students today Primary Actions Taken: Streamlined visa processes Improved job eligibility Investment in foreign university partnerships P P P
- 19. Argentina Brazil Chile Colombia Ecuador Mexico Panama Peru Venezuela Italy Spain United Kingdom Algeria United Arab Emirates Indonesia India Malaysia Philippines Thailand Vietnam 97% 1.2 million Students 40,442 Responses 7 Days Students from 118 countries answered the 14-question survey 14 Questions A Quick Look at the Intead/FPPEDUMedia 2016 Research
- 20. Political Influences Less likely to study in the U.S. if candidate is elected… 60.0%3.8% 40,442 Responses 7 Days Students from 118 countries answered the survey, resulting in Impact of U.S. Presidential election
- 21. Political Influences Loss of annual financial contribution of international students $300 million $4.75 billion IIE estimated per student annual impact on U.S. economy: $31,600 250,000 new international students projected for 2016/17 Impact of U.S. Presidential election Potential economic impact
- 22. Political Influences Thailand 24.6% TRUMP Thailand 7.4% CLINTON Mexico 79.8% TRUMP Mexico 4.2% CLINTON Average: 3.8% == Average: 59.5% Less likely to study in the U.S. if candidate is elected… Impact of U.S. Presidential election
- 23. Political Influences Impact of U.S. Presidential election Mexico HRC: 4.2% DJT: 79.8% Colombia 4.5% 66.5% Venezuela 2.8% 63.5% Ecuador 4.9% 69.8% Brazil 2.8% 49.2% Panama 2.8% 60.6% Chile 3.7% 59.8% Argentina 1.7% 53.6% == Less likely to study in the U.S. if candidate is elected…
- 24. Political Influences India HRC: 5.4% DJT: 38.7% == Vietnam 4.1% 40.4% Philippines 4.6% 57.8% Malaysia 8.5% 50.9% Indonesia 6.6% 48.1% Thailand 7.4% 24.6% Impact of U.S. Presidential election Less likely to study in the U.S. if candidate is elected…
- 25. What we know A framework for this discussion What we can learn / What we wish we knew How we approach this Discussion Topics P P
- 26. What we know A framework for this discussion How we approach this P Discussion Topics Operational Strategic Immediate needs Marketing approach, messaging, timing P
- 27. • Evaluate financial realities with senior leadership • Take steps to align internal stakeholders • Proactively get involved in advocacy Strategic
- 28. • Set up international student scholarships • Invest more in international student services Operational
- 29. • Timing – Be sure your marketing appears authentic compared to national news • Find promotion partners / form coalitions to tell the positive stories • Segment your international audiences – invest in areas that are most promising for your institution Marketing Approach
- 30. Marketing Approach – Messaging • Fine tune your international student messaging • Consider your parent messaging – a critical audience • Focus on academic program messaging given the new pro-business climate
- 31. Immediate Needs – Talking Points • Denial in the face of news coverage is a non-starter. Inauthentic won’t work with student audiences. • Confirm your campus is a safe place to live and study. • Focus on the academic and career advantages your institution provides. This has not changed. • Tell the positive stories about international students and share them broadly. Use video.
- 32. What we know A framework for this discussion What we can learn / What we wish we knew How we approach this Discussion Topics P P P
- 33. Submit Your Questions We will launch our next survey to the FPPEDUMedia database of 1.2M+ prospective international students. What questions would you like to see answered? Send them to info@intead.com by 12/28/16.
- 34. Learn More With Us: www.isrbootcampconf.org
- 35. Industry Insights For more information, please contact Ben Waxman, CEO & co-founder: bwaxman@intead.com e-Publications Use Our Free Resources