What Your Peers Really Do with International Student Prospects
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In this Presentation, Lisa talked about the response rate of student mystery shopper email inquiries from 60 randomly selected institutions in U.S., Australia and Canada, and how this would affect an institution in marketing to and recruiting international students.
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What Your Peers Really Do with International Student Prospects
- 1. What Your Peers Really Do With International Student Prospects. Spoiler Alert: It’s Not Pretty. Lisa Cynamon Mayers, Academic Advisor, Intead
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- 6. Response Rate of Student Mystery Shopper Email Inquiries 30 Institutions randomly selected from US, Australia, Canada 6 23% 54% 13% 10% No response Responded within 24 hours Responded within 2 business days Responded within 1 month
- 7. Mystery Shopper Phase 1 Exemplary Institutions 7 Chinese Language Documents
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- 9. Response Rate of Student Mystery Shopper Email Inquiries 60 Institutions randomly selected from US, Australia, Canada 9 32% 50% 13% 5% No response Responded within 24 hours Responded in 2 to 5 business days Responded within 2 weeks
- 10. Further Analysis of the Responsive Institutions n=41 10 68% 32% No Chinese Materials Have Chinese Materials or officers who can speak Chinese
- 11. Mystery Shopper Phase 2 Exemplary Institutions 11
- 12. Mystery Shopper Phase 2 Exemplary Institutions 12
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- 14. College Fair Mystery Shopper—Vietnam 26 US institutions surveyed 14 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
- 15. College Fair Mystery Shopper—Beijing, China 28 US institutions surveyed 15 25% 53% 18% 4% No response Responded within 24 hours Responded in 2 to 5 business days Responded within 2 weeks
- 16. College Fair Mystery Shopper—India 13 US institutions surveyed 16 54% 46% Institutions with no response Institutions with response
- 17. Marketing Automation vs. CRM 17
- 18. Integrated Digital Marketing Tools 18
- 19. Questions? 19
Editor's Notes
- Introduction What we’ll be discussing
- -vast field of prospective students -millions of prospects internationally -students gather information and do their research
- -then this guy emails— he saw your institution at a college fair or he learned about it on your website and he wants to know more -so he sends an email requesting more information
- -Epic fail -and then this happens…no response -how do we know? because we were that student in a series of mystery shopper experiments -we’ll let you in on our little secret
- -you are all being sworn into the Intead mystery shopper program -we’ll give you the down and dirty on institutional response rates to international student inquiries
- -our very first mystery shopper experiment -what we did…
- -the results
- choking off the funnel
- mystery shopper part deux -what did we do…
- -what it’s like when no one gets back in touch with you
- one-to-one communication vs account management and service
- Marketing automation and CRM Marketing automation— helps marketers better target and execute one-to-one communication with key prospects, simultaneously managing and tracking marketing resources against this activity. Marketing automation includes multiple communication channels, such as email, social media, web landing pages,etc. CRM— customer relationship management CRM, client relationship management, is a very large umbrella that includes sales, marketing, marketing automation and customer service. Newer service providers integrate marketing with CRM systems, expanding functionality to include inbound and outbound marketing, analytics, and more.