NAFSA Region x+xi 2014 Mystery Shop Final Optimized2
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Ben Waxman, CEO of Intead shared his thoughts about digital marketing in international student recruiting.
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NAFSA Region x+xi 2014 Mystery Shop Final Optimized2
- 1. Presented at Region X + XI October 2014 Albany, NY Tom Gaube | Director of Recruitment Undergraduate Admissions | Binghamton University Seth Gummere | General Manager, USA Hotcourses, Inc Ben Waxman | Chief Operating Officer International Education Advantage, LLC A Mystery No More: Successfully Engaging Prospects
- 2. What Your Peers Really Do With International Student Prospects Spoiler Alert: It’s Not Pretty
- 3. The Student College Fair Experience 3
- 4. “Hey There, I’m Prospect #297” 4
- 5. Is Anyone Going To Respond? 5
- 7. 32% 50% 13% 5% No response Responded within 24 hours Responded in 2 to 5 business days Responded within 2 weeks 7 Response Rates: 60 Institutions randomly selected from US, Australia, Canada Mystery Shopper Email Inquiries
- 8. Analysis of Responsive Institutions 8 68% 32% No Chinese Materials Have Chinese Materials or officers who can speak Chinese n=41
- 9. 9 19% 31% 27% 12% 12% No response Responded within 24 hours Responded in 2 to 5 business days Responded within 2 weeks Responded within 1 month College Fair Mystery Shop - Vietnam n=26 US Institutions
- 10. College Fair Mystery Shop - Beijing 10 25% 53% 18% 4% No response Responded within 24 hours Responded in 2 to 5 business days Responded within 2 weeks n=28 US Institutions
- 11. 11 54% 46% Institutions with no response Institutions with response College Fair Mystery Shop - India n=13 US Institutions
- 12. Exemplary Institutions – Email Test 12 Chinese Language Documents
- 13. 13 Exemplary Institutions – Fair Test
- 14. Exemplary Institutions – Fair Test 14 Chinese Language Documents
- 15. Digital Content Marketing Tools 15
- 16. 2 Days EMAIL 1 1 Week EMAIL 2 EMAIL 3 2 Weeks EMAIL 4 1 Month Prospect CONTACT FORM Digital Marketing Automation
- 17. Industry Insights Mobile App For more information, please contact Ben Waxman, COO & co-founder: bwaxman@intead.com e-Publications Many Resources on Intead.com
- 18. Seth Gummere | General Manager, USA Hotcourses, Inc
- 19. Why are inquiries so important 19 72%of all students would always enquire before applying to a university. Taking a closer look... 92% of Latin American students & 89% of Brazilian students said ‘Yes’. Yes No Maybe Can't say
- 20. How to drive conversion 20 1. Respond quickly Almost all students expect a response within 48 hours. 0% 10% 20% 30% 40% 50% 60% Abroad Malaysia Singapore Brazil Latin America Middle East Thailand India China Within 24 hours 24-48 hours Within 7 days Within 2 weeks More than 2 weeks Latin America is the exception, 38% selecting 'Within 7 days' * Abroad = Students using Hotcourses Abroad
- 21. Competitive advantage? 21 Students from Abroad, Singapore, Vietnam, Thailand, India and China indicated that if they had to choose between two similar universities, they would apply to/enroll with the one that responded fastest! 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Abroad Malaysia Singapore Brazil Latin America Middle East Vietnam Russia Thailand India China Yes No Can't say
- 22. Standing out in a crowd 22 2. Customize your response Almost all countries expect a personalized or customized response (i.e. One written by an actual individual) over an automated, templated response. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Abroad Malaysia Singapore Brazil Latin America Middle East Vietnam Russia Thailand India China Personalised response Templated response Can't say Brazil the exception, 67% selecting 'Templated response' Taking a closer look... This includes 95% of Singapore students and 90% of Vietnamese and Chinese students.
- 23. Easy ways personalize 23 0% 10% 20% 30% 40% 50% 60% 70% Individual (named) member of staff Department Either Can't say Additionally more than half of all students said they’d prefer all ongoing communications to be with the same person 3. Sign it from an individual Abroad, Malaysia, Singapore, Brazil, Vietnam and India all prefer a response signed from a specific individual staff member (whom they can continue the chain of communication with).
- 24. Preferred modes of communication 24 88% of all students selected email as one of their preferred modes of communication. More than half of Malaysian and Latin American students also selected phone to respond by. 83% of all students expected email responses to be in their own language (including 92% of Latin America students and 89% of Russian and Thai students). Over half of all students (54%) expected phone responses in their own language, while 57% of Russian students expected video chat in Russian.
- 25. Keep in touch 25 88% would be happy to receive further emails with additional content (e.g. Latest news from your campus) HOWEVER, these should only be once a week (although Middle Eastern and Thai students who would be happy to receive these more than once a week) Plus, this is your chance to acquire them as social media followers! 81%of all students would follow a university they’re enquiring to on social media too.
- 26. Binghamton University International Recruitment: #BingRecruit Tom Gaube | Director of Recruitment Undergraduate Admissions | Binghamton University
- 27. Market share = compass 27
- 29. What comes after (or during) travel? 29
- 30. How do we handle inquiries? 30 First line of defense: ops staff or trained student inters Second line of defense: territory managers / counselors
- 31. How do we message to intl inquiries? 31 Inquiry comm. stream • Domestic • International Counselor comm. stream • Same for both Ad-hoc Messages • Holiday Greetings • Lunar New Year Greetings • Counselor Appreciation
- 32. What do our publications look like? 32
- 34. Facebook 34
- 35. Weibo (Twitter in China) 35
- 36. Renren (Facebook in China) 36
- 37. YouKu (YouTube in China) 37
- 38. Naver Cafe 38
- 39. Other tools that we use… 39
- 40. How do we use it? 40 Staff Students Success
- 41. How to best utilize? 41
- 42. Post in native languages 42
- 43. Post and Monitor Regularly 43
- 45. Post in the prime time of your audience 45
- 46. Challenges 46
- 47. Takes time.. and effort! 47
- 50. Appendix – Why Content Matters Calculating Cost of Acquisition Sample Process for • Email List Purchase • Pay Per Click Purchase
- 51. Scenario I Scenario II Email distribution 10,000 10,000 Email open rate: Better Content Lowers Cost 12% 7% Net views 1,200 700 Click-through to registration 20% 20% Net registrations/inquiries 240 140 % completing an application 5% 5% # of completed applications 12 7 % admitted 50% 50% % of students enrolling 30% 30% # of students enrolled 1.8 1.05 Direct Cost per Enrolled Student from this EMAIL LIST PURCHASE $2,389 $4,095 Pain Point #2: Calculating Cost of Acquisition TOEFL Email List Purchase: 10,000 Names @ .43/name = $4,300
- 52. Scenario I Scenario II Clicks 1,000 1,000 Registration % (from landing pg) 12% 12% Registration # 120 120 Response to follow up communication: Better Content Lowers Cost 50% 80% Net registration/inquiries 60 96 % completing an application 20% 20% # of completed applications 12 19.2 % of students admitted 50% 50% # of students admitted 6 9.6 % of students enrolling 30% 30% # of students enrolled 1.80 2.88 Direct Cost per Enrolled Student from this PAID SEARCH – PPC PURCHASE $694 $434 Pay Per Click Calculations PPC Purchase: 1,000 clicks @ $1.25/click = $1,250