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Region I: Spokane Web Presence Presentation


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Beyond the school web site – create a comprehensive web presence to reach international students. Presented at 2013 NAFSA Region I

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Region I: Spokane Web Presence Presentation

  1. 1. Beyond the school web site – create a comprehensive web presence to reach international students Don Sears & You
  2. 2. About Moi Don Sears • • • • • Director of Sales, Envisage International Just under 3 years Responsible for digital marketing and lead generation efforts Over 15 years experience in sales & marketing Sales in media, advertising, lead gen and social media marketing • Odds are, I am the only meteorologist in the room
  3. 3. About Us Our goal is to empower and encourage students to pursue an international education, and provide them with the tools they need to educate themselves and experience the world. • • • • Neptune Beach, Florida Started in 1998 Own the largest international student facing network • • • • • Reach - over 6 million students each year Business Units • Insurance • Loans • Leads and advertising
  4. 4. Agenda • You web presence (internal) • Your website • Your social media • How students find you • External web presence • Third party websites • Social media • Importance of being found • What other schools are doing • Mississippi State University • The New School • Q & A & Discussion
  5. 5. Gauge the audience • Third Party Online Marketing? • Virtual College Fairs? • Lead Gen? • Other things • Videos • Virtual Campus tours • Customized Brochures
  6. 6. What is a Web Presence? “The appearance of a person or organization on the World Wide Web." How is it Measured? By the amount of sites an organization or individual has, including • The website • Social Media profiles • Search engine rankings • Amount of search engine real estate
  7. 7. Why is a Web Presence Important? Ability to reach millions of international students Cost effective ROI Compliments your travel and traditional recruiting efforts Reach students when they are in the decision making process (top sections of the funnel) Brand awareness Additional ways to touch students you have that are already prospects (bottom of the funnel) It is how you are found when students are searching for you or the programs you offer
  8. 8. Why is a Web Presence Important? Over 50% of high school juniors and seniors say that the web played at least a significant role in the evaluation of an institution 55% of students could not find the information they were looking for on a schools website 49% say independent websites are the best way to learn about an institution’s academic programs o 31% read blogs o 38% Social media o 52% Search o 18% of students turn to independent websites to learn about cost and financial aid
  9. 9. Why is a Web Presence important?
  10. 10. Your School’s Website • • • • • • • • • • • • • Super important Super expensive Brand awareness Communicate with: • Current students • Prospective students • Alumni • Faculty Presidents message Mission of the school Admissions info Academics Programs and degrees offered Maps, directories, employment opportunities Athletics, events Parent resources, student government And that is the first page! Oh my!
  11. 11. Your School’s Website • • • • • Confusing Hard to navigate One site created for all Not completely relevant Hard to find
  12. 12. How is Your School’s Website Found?
  13. 13. Your School’s Social Media Presence • Extension of website • Promoted from website and vice versa • Uses • Upcoming events • Event Announcements • News • Upcoming deadlines • Engage users to push through the funnel
  14. 14. Social Media
  15. 15. The New School 33,300 Monthly Unique Visitors
  16. 16. The New School
  17. 17. Mississippi State University & StudyMississippi International Recruiting Challenges • Mississippi is a fly-over state • Domestic Vs International Student Recruitment • Campus Visits/On-campus events: Not Feasible • Printed Marketing materials: Expensive & Not Reliable • Online Marketing & Recruiting • Better ROI • Ensures timely delivery of information • Deliver information in an eye catching format
  18. 18. Mississippi State University & StudyMississippi E-Marketing and Recruiting • Strategic Partnership with U.S. Higher Ed Online Marketing Firms • Maximum reach & Branding • Identify partners & recruiting regions • Actively work with them & support their efforts • Envisage International, Zinch, Hotcourses • Engage your Prospects & Partners • Social Media Campaign – Facebook, Twitter, etc • Webinars, Chats & E-College Fairs • CollegeWeekLive • SMS Text Messages • Newsletters • Overseas Media Release • Overseas in-home receptions & Education Fairs
  19. 19. StudyMississippi Partnership with LearnHub Website vs Web Presence
  20. 20. Mississippi State University &StudyMississippi StudyMississippi - Zinch
  21. 21. Content
  22. 22. Mississippi State University & StudyMississippi Engaging Prospects & Partners
  23. 23. Mississippi State University & StudyMississippi Engaging Alumni & International Student Organizations in Online Recruiting Efforts
  24. 24. Working with Third Party Online Marketing Companies
  25. 25. Email Marketing
  26. 26. How to Grow your Web Presence • Hire Envisage International! • Or Hotcourses, Zinch or Hobsons… • Have them promote the tools you have invested in • Ask questions • How will you be found • What methods do you use (SEO, PPC, Affiliates) • What are the benefits of social media • What blogs and content will you distribute • Know what your goals are (likes, leads, communications, brand) • Ask for help