SlideShare a Scribd company logo
1 of 49
Download to read offline
Incorporating Videos into
International Recruitment
Strategies
Session I: 11:30am
Tuesday, May 29, 2018
Who We Are…
• Marty Bennett, President, Social Media and International
Education Consulting, LLC
• Erin Yingling, Associate Director of Graduate Recruitment and
Admissions, George Washington University
• Katia Scodova, EducationUSA Regional Educational Advising
Coordinator, Europe/Eurasia
• Jemma Davies, Postgraduate and International Marketing
Manager, Birmingham City University, UK
Poll questions
Are you responsible at
your institution for
social media outreach?
Is your institution using
video platforms to get
the message out (FB
Live, YouTube) to
international
audiences?
Are you using native
language
content/subtitling/508
compliance?
What we’ll do…
Provide case studies of video interview plans with alumni and current international students on
campus that includes opportunities for multiple uploads to various third-party social media
platforms.
Provide Case
Studies
Share data on video usage, effectiveness, and potential for expanding an institution’s message
globally to prospective students through networks and partners.Share Data
Best practices and practical issues involved with live and on-demand examples of successful
video marketing projects.Best Practices
Provide case studies
EducationUSA Belarus YouTube
● #5 EducationUSA YouTube channel in the EducationUSA
network
● Interviews with admitted students
● Pre-defined themes
● Russian language
● Regional reach
Case Studies - EducationUSA Belarus
Student Success Stories
• 26 stories starting from
2012
• Playlist viewed - 3,866
• Total views - 22,488
• 1-3 challenges student
overcame
• Same basic structure
• Includes inspirational
message about studying
in the U.S.
• 2 – 4 minutes in length
Case Studies – EducationUSA Belarus
• Conversational style
• Personal experience
• Connected to keywords
• Shared through personal
social media networks
• Russian language
Case Studies - U.S. Embassy Tallinn, Estonia
Facebook
• Estonians talking about
American culture
• Americans talking about
Estonian culture in English
• Content duplicated on Russian
language page
• 1K-5K views / video
Previous Institution
•5-6 students selected for videos
•Less formal approach – I organized and
filmed the videos
•Done in native language with English
subtitles
•Questions were given in advance –
responses were rehearsed but not
reviewed in advance with staff
•No ‘real’ budget – staff time for filming,
editing, etc.
Two Recent Video Projects = Approach #1
Two Recent Video Projects = Approach #2
Current Institution
•1 student selected from India, specific
reason and timing for selecting that
country
•All filming done in English with closed
captioning
•Contracted with professional
videographers
•Significant investment of money, less
investment of staff time
Same End Goals
Publish to YouTube
Share to other social media
platforms
Share firsthand experience of
programs directly from students or
alumni
Elevate the profile of the school or
program overall and in specific
markets/countries
Challenge =
small budget,
small team, lack
of resource
Video a growing
medium
Produce future
proof content
Consider the
distribution
channels
Solution…
Video content for a global audience
5 second videos
Create 10 x
5 second
videos
Animated Translated
Distribute &
pay to boost
Landing
pages
International Holidays
Share data
Institutional vs. Student Shares
Had 408 views, after 3
weeks online
Published immediately
before a recruiting and yield
trip to India
Shared in India with
students and families
“Student Spotlight” Video
Seek Valuable Insight from Website Analytics
“Overview” Video
 Had 203 views, after 3
weeks online
 Overview of our new
Science and Engineering
Hall, programs,
technology
 Features the facilities and
programs, not a specific
student
Seek Valuable Insight from Website Analytics
Tag the student in
your posts with
their video
• Get permission first!
1
Consider the time
of day of target
audience when
posting
2
Ask the students to
share it to their
networks
3
Share with relevant
EducationUSA
offices
• E.g. based on the
language/native country
of the featured student
4
Ideas for Expanding Your Reach
YouTube – Social Media Market Share
Top used platform
38.73%
Top used platform
28.85%
Top used platform
32.66%
2nd used
platform 21.64%
70% of 13-16 y.o.
use daily
Social Media Data Source: http://gs.statcounter.com/social-media-stats
EducationUSA Belarus YouTube
EducationUSA Belarus
YouTube – Belarus Channel Impact Survey
• 61 responses - interested in MA/MS (64%),
BA/BS (18%) and PhD degrees (16 %)
• 92% - student videos provided motivation to
purse U.S. studies
• 66% - current members of Competitive
College Club and Graduate Study Cohort
and intend to apply to U.S. institutions
• 15% already accepted to U.S. institutions
• 5% currently studying in U.S.
EducationUSA Belarus
YouTube – Belarus Channel Impact Survey
Most valuable content:
• 54% - Searching for financial aid
• 32% - Program search and writing essays
• 10% - Test prep
• 4% - Communication with U.S. HEIs
Least valuable content:
• 49% - Description/history of an institution
• 16% - Most successful alumni
• 13% - Comparison to other institutions
• 11% - Campus facilities
British Council IELTS – 1001 Ways app
Goal:
• to promote the visibility
of the IELTS test around
the test’s 25th
anniversary through a
mobile app
Launched October 2014
161,000+ unique users
1900 videos uploaded
249 countries and
territories represented
1001 Ways Data
Work with agents
Westminster
approached 10 UK
universities to film
on their campus
Produced a series
of short TV
programmes (16
mins) ‘UK Snap’
Hosted by a
national
celebrity/comedian
In local language
Thai
Recruitment in Thailand
Thai current student video
125,000 views on Facebook
Almost 20,000 on YouTube
1,100+ Social Reactions
Almost 300 social shares
Cost £3,000
Applications from agent +633%
Results
International Recruitment and Marketing
Correct name of schools (visa)
Logo use
Lessons Learnt –
Partnerships
Best practices and practical issues involved
Mission:
Provide accurate, comprehensive, and current information about opportunities to
study at accredited postsecondary institutions in the United States.
Goal:
Promoting the diversity of U.S. higher education to help international students
find their best fit.
EducationUSA Recommendations
○ Add your #YouAreWelcomeHere videos
○ Add institutional videos (targeted toward international students)
○ Add student-focused interviews
○ Around one minute and must be compliant with Section 508 of the Disability
Act of 1973
○ Avoid rankings, focus on “fit”
EducationUSA Recommendations
To EducationUSA advisers in target language/country/region for ideas and feedbackReach out
With EducationUSA advisers visiting your campuses to meet with students for short interviews
(in local language or English)
Coordinate
With current international students on campus from the target country/language group for
local language content
Coordinate
With American students learning target languages to record videos (either on campus or part
of study-abroad experience)
Coordinate
Students to share videos through their own social media channelsAsk
Think about your target
audience – who are you trying to
reach?
• Students from specific countries
• Students interested in specific
degree programs
• Other audiences (alumni?
parents?)
• Level of study
In recent video projects, we
have considered:
• Mix of current students and
alumni
• Different areas of study or areas
of focus
• Countries considered priorities
for recruitment
• Mix of experiences (e.g. summer
study, internships)
Identifying Students and Stories
Prospective students
are more likely to
listen to current
students or alumni
than anyone else
Videos often
watched without
sound, so subtitles
are very helpful!
Tell a story, end with
a call to action -
where can they go
for more information
or for next steps?
Include keywords
and a relevant title
when posting and
sharing
Tag students - and
be sure your settings
allow sharing!
Keep it short – under
2 minutes is best
Best Practices for Reaching Your Target Audience
Availability of
students
1
Budget –
professional or
in house?
2
Language of
filming
3
Location
4
Media Release
forms
5
Time for
production &
ideal timing for
release of the
final product
6
Practical Considerations
Be sure to have
each participant
sign a release
waiver!
Vietnamese Student Video Chat
 On the ground EducationUSA fairs in
Hanoi & Ho Chi Minh City, spring
2017
 Connected with over 1000 students
in person
 Handed out cards with info for the
chat, invited parents to join
 Set-up live video chat with a current
Vietnamese student two days later
 253 students and parents
participated in the live video chat
The Challenge
• Keeping offer holders
engaged
• Academics desperate to be
involved in conversion
• Tried webinars but low
attendance
Our Idea
• Set up a Facebook Group
and invited offer holders in
• Wanted to broadcast live to
bring the campus to
applicants overseas
• Scheduled various pieces
of content to engage offer
holders
Community Building
Facebook group
+1,000 students
We’re keeping the
group active for this
year recruitment
Facebook LIVE
received up to 400
views
Student interviews
revealed the
Facebook
community was an
asset
Students loved
being able to see
the campus before
arrival
The quick response
times were
reassuring
Results
Keep it short for course
selling
Let it run if you’re getting
engagement
Try not to plan it so much it
doesn’t come across as
authentic
Horizontal shooting not
portrait
Remember your audience
(recruiting or converting)
Mix up the content – campus
tours, academic Q&A,
student Q&A
Duo’s make it easier for
camera shy people
Facebook LIVE lives on after
you’ve finished filming and
you can download the
footage (do this straight
away)
Expected the unexpected –
make a joke of the situation
(if possible)
Don’t do it by yourself – have
a buddy to signal/write down
ideas
Lessons Learnt LIVE streaming
Thank you!
Questions?
49
Please
complete
this session
evaluation
NOW!
Or FAVORITE now
and EVALUATE later!

More Related Content

What's hot

Intl ACAC Webinar Wednesday Using MOOCs for Counselors & Students
Intl ACAC Webinar Wednesday Using MOOCs for Counselors & StudentsIntl ACAC Webinar Wednesday Using MOOCs for Counselors & Students
Intl ACAC Webinar Wednesday Using MOOCs for Counselors & StudentsOACACcom
 
AERA 2019 - Examining the Validity of the International Association for K–12 ...
AERA 2019 - Examining the Validity of the International Association for K–12 ...AERA 2019 - Examining the Validity of the International Association for K–12 ...
AERA 2019 - Examining the Validity of the International Association for K–12 ...Michael Barbour
 
DLAC 2021 - How Useful was Digital Learning as a K-12 Tool During the Pandemi...
DLAC 2021 - How Useful was Digital Learning as a K-12 Tool During the Pandemi...DLAC 2021 - How Useful was Digital Learning as a K-12 Tool During the Pandemi...
DLAC 2021 - How Useful was Digital Learning as a K-12 Tool During the Pandemi...Michael Barbour
 
Kōtuitui Online Teachers Hui 2021 - Pandemic Pedagogy Around the Globe: What ...
Kōtuitui Online Teachers Hui 2021 - Pandemic Pedagogy Around the Globe: What ...Kōtuitui Online Teachers Hui 2021 - Pandemic Pedagogy Around the Globe: What ...
Kōtuitui Online Teachers Hui 2021 - Pandemic Pedagogy Around the Globe: What ...Michael Barbour
 
SITE 2018 - Examining the Validity of the iNACOL Standards: Improving K-12 On...
SITE 2018 - Examining the Validity of the iNACOL Standards: Improving K-12 On...SITE 2018 - Examining the Validity of the iNACOL Standards: Improving K-12 On...
SITE 2018 - Examining the Validity of the iNACOL Standards: Improving K-12 On...Michael Barbour
 
Student Benefits and Teaching Resources for Including Accessibility/Inclusive...
Student Benefits and Teaching Resources for Including Accessibility/Inclusive...Student Benefits and Teaching Resources for Including Accessibility/Inclusive...
Student Benefits and Teaching Resources for Including Accessibility/Inclusive...Howard Kramer
 
Alternative models of formal education delivery
Alternative models of formal education deliveryAlternative models of formal education delivery
Alternative models of formal education deliveryPaul Bacsich
 
Webinar Wednesday Counseling the Engineering Bound Student
Webinar Wednesday Counseling the Engineering Bound StudentWebinar Wednesday Counseling the Engineering Bound Student
Webinar Wednesday Counseling the Engineering Bound StudentOACACcom
 
Blackboard World 2011 -- Online Learning
Blackboard World 2011 -- Online LearningBlackboard World 2011 -- Online Learning
Blackboard World 2011 -- Online LearningJeffrey Hunt
 
Maintaining Momentum: Successful Faculty Development Strategies 
for Supporti...
Maintaining Momentum: Successful Faculty Development Strategies 
for Supporti...Maintaining Momentum: Successful Faculty Development Strategies 
for Supporti...
Maintaining Momentum: Successful Faculty Development Strategies 
for Supporti...Jason Rhode
 
Web based learning - research and innovation in translation learning resource...
Web based learning - research and innovation in translation learning resource...Web based learning - research and innovation in translation learning resource...
Web based learning - research and innovation in translation learning resource...The Open Education Consortium
 
Being Present and Engaging Students Online Using Blackboard Video Everywhere
Being Present and Engaging Students Online Using Blackboard Video EverywhereBeing Present and Engaging Students Online Using Blackboard Video Everywhere
Being Present and Engaging Students Online Using Blackboard Video EverywhereJason Rhode
 
Virtual open schooling
Virtual open schooling Virtual open schooling
Virtual open schooling CEMCA
 
Katerina Slipenyuk (ITEA-2013)
Katerina Slipenyuk (ITEA-2013)Katerina Slipenyuk (ITEA-2013)
Katerina Slipenyuk (ITEA-2013)ITEA Conferences
 
CIDER 2016 - Online, Blended And Distance Education In Schools
CIDER 2016 -  Online, Blended And Distance Education In SchoolsCIDER 2016 -  Online, Blended And Distance Education In Schools
CIDER 2016 - Online, Blended And Distance Education In SchoolsMichael Barbour
 
CANeLearn Webinar - Documenting Triage: Detailing the Response of Provinces a...
CANeLearn Webinar - Documenting Triage: Detailing the Response of Provinces a...CANeLearn Webinar - Documenting Triage: Detailing the Response of Provinces a...
CANeLearn Webinar - Documenting Triage: Detailing the Response of Provinces a...Michael Barbour
 
DLAC 2019 - Eight Key Trends In K-12 Digital Learning
DLAC 2019 - Eight Key Trends In K-12 Digital LearningDLAC 2019 - Eight Key Trends In K-12 Digital Learning
DLAC 2019 - Eight Key Trends In K-12 Digital LearningMichael Barbour
 
Island of Ireland symposium: Socio-emotional Skills and Graduate Employability
Island of Ireland symposium: Socio-emotional Skills and Graduate Employability Island of Ireland symposium: Socio-emotional Skills and Graduate Employability
Island of Ireland symposium: Socio-emotional Skills and Graduate Employability Miriam O'Regan
 
Making MOOCs and changing open educational practices
Making MOOCs and changing open educational practicesMaking MOOCs and changing open educational practices
Making MOOCs and changing open educational practicesOpen Education Consortium
 

What's hot (20)

Intl ACAC Webinar Wednesday Using MOOCs for Counselors & Students
Intl ACAC Webinar Wednesday Using MOOCs for Counselors & StudentsIntl ACAC Webinar Wednesday Using MOOCs for Counselors & Students
Intl ACAC Webinar Wednesday Using MOOCs for Counselors & Students
 
AERA 2019 - Examining the Validity of the International Association for K–12 ...
AERA 2019 - Examining the Validity of the International Association for K–12 ...AERA 2019 - Examining the Validity of the International Association for K–12 ...
AERA 2019 - Examining the Validity of the International Association for K–12 ...
 
DLAC 2021 - How Useful was Digital Learning as a K-12 Tool During the Pandemi...
DLAC 2021 - How Useful was Digital Learning as a K-12 Tool During the Pandemi...DLAC 2021 - How Useful was Digital Learning as a K-12 Tool During the Pandemi...
DLAC 2021 - How Useful was Digital Learning as a K-12 Tool During the Pandemi...
 
Kōtuitui Online Teachers Hui 2021 - Pandemic Pedagogy Around the Globe: What ...
Kōtuitui Online Teachers Hui 2021 - Pandemic Pedagogy Around the Globe: What ...Kōtuitui Online Teachers Hui 2021 - Pandemic Pedagogy Around the Globe: What ...
Kōtuitui Online Teachers Hui 2021 - Pandemic Pedagogy Around the Globe: What ...
 
SITE 2018 - Examining the Validity of the iNACOL Standards: Improving K-12 On...
SITE 2018 - Examining the Validity of the iNACOL Standards: Improving K-12 On...SITE 2018 - Examining the Validity of the iNACOL Standards: Improving K-12 On...
SITE 2018 - Examining the Validity of the iNACOL Standards: Improving K-12 On...
 
Student Benefits and Teaching Resources for Including Accessibility/Inclusive...
Student Benefits and Teaching Resources for Including Accessibility/Inclusive...Student Benefits and Teaching Resources for Including Accessibility/Inclusive...
Student Benefits and Teaching Resources for Including Accessibility/Inclusive...
 
Alternative models of formal education delivery
Alternative models of formal education deliveryAlternative models of formal education delivery
Alternative models of formal education delivery
 
Webinar Wednesday Counseling the Engineering Bound Student
Webinar Wednesday Counseling the Engineering Bound StudentWebinar Wednesday Counseling the Engineering Bound Student
Webinar Wednesday Counseling the Engineering Bound Student
 
Blackboard World 2011 -- Online Learning
Blackboard World 2011 -- Online LearningBlackboard World 2011 -- Online Learning
Blackboard World 2011 -- Online Learning
 
Maintaining Momentum: Successful Faculty Development Strategies 
for Supporti...
Maintaining Momentum: Successful Faculty Development Strategies 
for Supporti...Maintaining Momentum: Successful Faculty Development Strategies 
for Supporti...
Maintaining Momentum: Successful Faculty Development Strategies 
for Supporti...
 
Web based learning - research and innovation in translation learning resource...
Web based learning - research and innovation in translation learning resource...Web based learning - research and innovation in translation learning resource...
Web based learning - research and innovation in translation learning resource...
 
"Leading Schools into the Future: Strategies for 21st Century School Leaders"...
"Leading Schools into the Future: Strategies for 21st Century School Leaders"..."Leading Schools into the Future: Strategies for 21st Century School Leaders"...
"Leading Schools into the Future: Strategies for 21st Century School Leaders"...
 
Being Present and Engaging Students Online Using Blackboard Video Everywhere
Being Present and Engaging Students Online Using Blackboard Video EverywhereBeing Present and Engaging Students Online Using Blackboard Video Everywhere
Being Present and Engaging Students Online Using Blackboard Video Everywhere
 
Virtual open schooling
Virtual open schooling Virtual open schooling
Virtual open schooling
 
Katerina Slipenyuk (ITEA-2013)
Katerina Slipenyuk (ITEA-2013)Katerina Slipenyuk (ITEA-2013)
Katerina Slipenyuk (ITEA-2013)
 
CIDER 2016 - Online, Blended And Distance Education In Schools
CIDER 2016 -  Online, Blended And Distance Education In SchoolsCIDER 2016 -  Online, Blended And Distance Education In Schools
CIDER 2016 - Online, Blended And Distance Education In Schools
 
CANeLearn Webinar - Documenting Triage: Detailing the Response of Provinces a...
CANeLearn Webinar - Documenting Triage: Detailing the Response of Provinces a...CANeLearn Webinar - Documenting Triage: Detailing the Response of Provinces a...
CANeLearn Webinar - Documenting Triage: Detailing the Response of Provinces a...
 
DLAC 2019 - Eight Key Trends In K-12 Digital Learning
DLAC 2019 - Eight Key Trends In K-12 Digital LearningDLAC 2019 - Eight Key Trends In K-12 Digital Learning
DLAC 2019 - Eight Key Trends In K-12 Digital Learning
 
Island of Ireland symposium: Socio-emotional Skills and Graduate Employability
Island of Ireland symposium: Socio-emotional Skills and Graduate Employability Island of Ireland symposium: Socio-emotional Skills and Graduate Employability
Island of Ireland symposium: Socio-emotional Skills and Graduate Employability
 
Making MOOCs and changing open educational practices
Making MOOCs and changing open educational practicesMaking MOOCs and changing open educational practices
Making MOOCs and changing open educational practices
 

Similar to Incorporating video into international recruitment nafsa18 - linked in

Innovative Uses of Technology in International Education
Innovative Uses of Technology in International Education Innovative Uses of Technology in International Education
Innovative Uses of Technology in International Education Marty Bennett
 
Developing Global Competencies through Networked Student International Collab...
Developing Global Competencies through Networked Student International Collab...Developing Global Competencies through Networked Student International Collab...
Developing Global Competencies through Networked Student International Collab...ACBSP Global Accreditation
 
Diversity, Equity, and Inclusion for Students
Diversity, Equity, and Inclusion for StudentsDiversity, Equity, and Inclusion for Students
Diversity, Equity, and Inclusion for StudentsMaria Candelaria
 
UKCISA PMI project presentation
UKCISA PMI project presentationUKCISA PMI project presentation
UKCISA PMI project presentationMatthew Mobbs
 
Leadership for Digital Learning Near and Far - The View from International Sc...
Leadership for Digital Learning Near and Far - The View from International Sc...Leadership for Digital Learning Near and Far - The View from International Sc...
Leadership for Digital Learning Near and Far - The View from International Sc...Julie Evans
 
Facebook: Distraction or Learning Tool from EdTech 2017
Facebook: Distraction or Learning Tool from EdTech 2017Facebook: Distraction or Learning Tool from EdTech 2017
Facebook: Distraction or Learning Tool from EdTech 2017Peter Windle
 
Online Education: A Game Changer for International Education AIEA 2015
Online Education: A Game Changer for International Education AIEA 2015 Online Education: A Game Changer for International Education AIEA 2015
Online Education: A Game Changer for International Education AIEA 2015 Michael Waxman-Lenz
 
[NEW RESEARCH] How Captions + Interactive Transcripts Help Students in Online...
[NEW RESEARCH] How Captions + Interactive Transcripts Help Students in Online...[NEW RESEARCH] How Captions + Interactive Transcripts Help Students in Online...
[NEW RESEARCH] How Captions + Interactive Transcripts Help Students in Online...3Play Media
 
The Digital Landscape Of College Search
The Digital Landscape Of College SearchThe Digital Landscape Of College Search
The Digital Landscape Of College SearchStraightNorth1
 
The Digital Landscape Of College Search
The Digital Landscape Of College SearchThe Digital Landscape Of College Search
The Digital Landscape Of College SearchSN
 
Creativity in the science curriculum - student video for assessment
Creativity in the science curriculum - student video for assessmentCreativity in the science curriculum - student video for assessment
Creativity in the science curriculum - student video for assessmentSimon Davis
 
Bonner Program's Cornerstone Activities
Bonner Program's Cornerstone ActivitiesBonner Program's Cornerstone Activities
Bonner Program's Cornerstone ActivitiesBonner Foundation
 
Developing World MOOCs
Developing World MOOCsDeveloping World MOOCs
Developing World MOOCsAndrew Deacon
 
Vvsd ccss commmunity forum presentation oct. 2013 %28 final%29
Vvsd ccss commmunity forum presentation oct. 2013 %28 final%29Vvsd ccss commmunity forum presentation oct. 2013 %28 final%29
Vvsd ccss commmunity forum presentation oct. 2013 %28 final%29Valley View CUSD #365U
 
Bonner Cornerstone Activities
Bonner Cornerstone ActivitiesBonner Cornerstone Activities
Bonner Cornerstone ActivitiesBonner Foundation
 
Mytonomy Assembled Ed Presentation
Mytonomy Assembled Ed PresentationMytonomy Assembled Ed Presentation
Mytonomy Assembled Ed PresentationGeneralAssembly_DC
 
FDOM Philosophy & Pedagogy
FDOM Philosophy & PedagogyFDOM Philosophy & Pedagogy
FDOM Philosophy & PedagogyJon Zmikly
 

Similar to Incorporating video into international recruitment nafsa18 - linked in (20)

Innovative Uses of Technology in International Education
Innovative Uses of Technology in International Education Innovative Uses of Technology in International Education
Innovative Uses of Technology in International Education
 
Developing Global Competencies through Networked Student International Collab...
Developing Global Competencies through Networked Student International Collab...Developing Global Competencies through Networked Student International Collab...
Developing Global Competencies through Networked Student International Collab...
 
Diversity, Equity, and Inclusion for Students
Diversity, Equity, and Inclusion for StudentsDiversity, Equity, and Inclusion for Students
Diversity, Equity, and Inclusion for Students
 
UKCISA PMI project presentation
UKCISA PMI project presentationUKCISA PMI project presentation
UKCISA PMI project presentation
 
Leadership for Digital Learning Near and Far - The View from International Sc...
Leadership for Digital Learning Near and Far - The View from International Sc...Leadership for Digital Learning Near and Far - The View from International Sc...
Leadership for Digital Learning Near and Far - The View from International Sc...
 
Facebook: Distraction or Learning Tool from EdTech 2017
Facebook: Distraction or Learning Tool from EdTech 2017Facebook: Distraction or Learning Tool from EdTech 2017
Facebook: Distraction or Learning Tool from EdTech 2017
 
Online Education: A Game Changer for International Education AIEA 2015
Online Education: A Game Changer for International Education AIEA 2015 Online Education: A Game Changer for International Education AIEA 2015
Online Education: A Game Changer for International Education AIEA 2015
 
Online Education: A Game Change for International Education AIEA 2015
Online Education: A Game Change for International Education AIEA 2015Online Education: A Game Change for International Education AIEA 2015
Online Education: A Game Change for International Education AIEA 2015
 
[NEW RESEARCH] How Captions + Interactive Transcripts Help Students in Online...
[NEW RESEARCH] How Captions + Interactive Transcripts Help Students in Online...[NEW RESEARCH] How Captions + Interactive Transcripts Help Students in Online...
[NEW RESEARCH] How Captions + Interactive Transcripts Help Students in Online...
 
The Digital Landscape Of College Search
The Digital Landscape Of College SearchThe Digital Landscape Of College Search
The Digital Landscape Of College Search
 
The Digital Landscape Of College Search
The Digital Landscape Of College SearchThe Digital Landscape Of College Search
The Digital Landscape Of College Search
 
Creativity in the science curriculum - student video for assessment
Creativity in the science curriculum - student video for assessmentCreativity in the science curriculum - student video for assessment
Creativity in the science curriculum - student video for assessment
 
Bonner Program's Cornerstone Activities
Bonner Program's Cornerstone ActivitiesBonner Program's Cornerstone Activities
Bonner Program's Cornerstone Activities
 
Developing World MOOCs
Developing World MOOCsDeveloping World MOOCs
Developing World MOOCs
 
Developing World MOOCs - A workshop on MOOCs in Africa
Developing World MOOCs - A workshop on MOOCs in AfricaDeveloping World MOOCs - A workshop on MOOCs in Africa
Developing World MOOCs - A workshop on MOOCs in Africa
 
Vvsd ccss commmunity forum presentation oct. 2013 %28 final%29
Vvsd ccss commmunity forum presentation oct. 2013 %28 final%29Vvsd ccss commmunity forum presentation oct. 2013 %28 final%29
Vvsd ccss commmunity forum presentation oct. 2013 %28 final%29
 
Bonner Cornerstone Activities
Bonner Cornerstone ActivitiesBonner Cornerstone Activities
Bonner Cornerstone Activities
 
Mytonomy Assembled Ed Presentation
Mytonomy Assembled Ed PresentationMytonomy Assembled Ed Presentation
Mytonomy Assembled Ed Presentation
 
FDOM Philosophy & Pedagogy
FDOM Philosophy & PedagogyFDOM Philosophy & Pedagogy
FDOM Philosophy & Pedagogy
 
VIH Info Session Disctrict 25 & 30
VIH Info Session Disctrict 25 & 30VIH Info Session Disctrict 25 & 30
VIH Info Session Disctrict 25 & 30
 

More from Marty Bennett

AIRC 2022 Conference - Tapping into India's Growing Undergraduate Student Mar...
AIRC 2022 Conference - Tapping into India's Growing Undergraduate Student Mar...AIRC 2022 Conference - Tapping into India's Growing Undergraduate Student Mar...
AIRC 2022 Conference - Tapping into India's Growing Undergraduate Student Mar...Marty Bennett
 
Tapping into India's Growing Undergraduate Student Market
Tapping into India's Growing Undergraduate Student MarketTapping into India's Growing Undergraduate Student Market
Tapping into India's Growing Undergraduate Student MarketMarty Bennett
 
2022 WHA REGIONAL FORUM Improving Your Digital Presence to Engage Western Hem...
2022 WHA REGIONAL FORUM Improving Your Digital Presence to Engage Western Hem...2022 WHA REGIONAL FORUM Improving Your Digital Presence to Engage Western Hem...
2022 WHA REGIONAL FORUM Improving Your Digital Presence to Engage Western Hem...Marty Bennett
 
Going Beyond Webinars: Advanced Strategies for Collaboration Between EUR Advi...
Going Beyond Webinars: Advanced Strategies for Collaboration Between EUR Advi...Going Beyond Webinars: Advanced Strategies for Collaboration Between EUR Advi...
Going Beyond Webinars: Advanced Strategies for Collaboration Between EUR Advi...Marty Bennett
 
Internationalization - Starting at Square One
Internationalization - Starting at Square OneInternationalization - Starting at Square One
Internationalization - Starting at Square OneMarty Bennett
 
6 Ps of Strategic International Enrollment Management handout
6 Ps of Strategic International Enrollment Management handout6 Ps of Strategic International Enrollment Management handout
6 Ps of Strategic International Enrollment Management handoutMarty Bennett
 
The 6 Ps of Strategic International Enrollment Management
The 6 Ps of Strategic International Enrollment ManagementThe 6 Ps of Strategic International Enrollment Management
The 6 Ps of Strategic International Enrollment ManagementMarty Bennett
 
A Brand New Day: What the future holds for international student recruitment ...
A Brand New Day: What the future holds for international student recruitment ...A Brand New Day: What the future holds for international student recruitment ...
A Brand New Day: What the future holds for international student recruitment ...Marty Bennett
 
Planning Your International Recruiting in Uncertain Times
Planning Your International Recruiting in Uncertain TimesPlanning Your International Recruiting in Uncertain Times
Planning Your International Recruiting in Uncertain TimesMarty Bennett
 
American Higher Education's Relationship with China
American Higher Education's Relationship with China American Higher Education's Relationship with China
American Higher Education's Relationship with China Marty Bennett
 
Developing a Targeted Outreach and Communication Plan for Int'l Students
Developing a Targeted Outreach and Communication Plan for Int'l StudentsDeveloping a Targeted Outreach and Communication Plan for Int'l Students
Developing a Targeted Outreach and Communication Plan for Int'l StudentsMarty Bennett
 
News Stories on the Impact of Trump on International Education (post election)
News Stories on the Impact of Trump on International Education (post election)News Stories on the Impact of Trump on International Education (post election)
News Stories on the Impact of Trump on International Education (post election)Marty Bennett
 
Boundless: Engaging International Students Virtually Throughout the Admission...
Boundless: Engaging International Students Virtually Throughout the Admission...Boundless: Engaging International Students Virtually Throughout the Admission...
Boundless: Engaging International Students Virtually Throughout the Admission...Marty Bennett
 
Prevailing Trends: How to Engage International Students in Admissions
Prevailing Trends: How to Engage International Students in AdmissionsPrevailing Trends: How to Engage International Students in Admissions
Prevailing Trends: How to Engage International Students in AdmissionsMarty Bennett
 
Ultizing Online Space: Virtual Fairs and Online Conversion Tools (with poll r...
Ultizing Online Space: Virtual Fairs and Online Conversion Tools (with poll r...Ultizing Online Space: Virtual Fairs and Online Conversion Tools (with poll r...
Ultizing Online Space: Virtual Fairs and Online Conversion Tools (with poll r...Marty Bennett
 
Engaging Students Virtually Throughout the Enrollment Cycle
Engaging Students Virtually Throughout the Enrollment CycleEngaging Students Virtually Throughout the Enrollment Cycle
Engaging Students Virtually Throughout the Enrollment CycleMarty Bennett
 
Engaging Students Virtually Throughout the Enrollment Cycle
Engaging Students Virtually Throughout the Enrollment CycleEngaging Students Virtually Throughout the Enrollment Cycle
Engaging Students Virtually Throughout the Enrollment CycleMarty Bennett
 
Improving Yield Among Domestic & International Students
Improving Yield Among Domestic & International StudentsImproving Yield Among Domestic & International Students
Improving Yield Among Domestic & International StudentsMarty Bennett
 
International Admissions 101 Communications & Outreach Plans
International Admissions 101   Communications & Outreach PlansInternational Admissions 101   Communications & Outreach Plans
International Admissions 101 Communications & Outreach PlansMarty Bennett
 
Online Connections: Successful International Student Recruitment via Virtual ...
Online Connections: Successful International Student Recruitment via Virtual ...Online Connections: Successful International Student Recruitment via Virtual ...
Online Connections: Successful International Student Recruitment via Virtual ...Marty Bennett
 

More from Marty Bennett (20)

AIRC 2022 Conference - Tapping into India's Growing Undergraduate Student Mar...
AIRC 2022 Conference - Tapping into India's Growing Undergraduate Student Mar...AIRC 2022 Conference - Tapping into India's Growing Undergraduate Student Mar...
AIRC 2022 Conference - Tapping into India's Growing Undergraduate Student Mar...
 
Tapping into India's Growing Undergraduate Student Market
Tapping into India's Growing Undergraduate Student MarketTapping into India's Growing Undergraduate Student Market
Tapping into India's Growing Undergraduate Student Market
 
2022 WHA REGIONAL FORUM Improving Your Digital Presence to Engage Western Hem...
2022 WHA REGIONAL FORUM Improving Your Digital Presence to Engage Western Hem...2022 WHA REGIONAL FORUM Improving Your Digital Presence to Engage Western Hem...
2022 WHA REGIONAL FORUM Improving Your Digital Presence to Engage Western Hem...
 
Going Beyond Webinars: Advanced Strategies for Collaboration Between EUR Advi...
Going Beyond Webinars: Advanced Strategies for Collaboration Between EUR Advi...Going Beyond Webinars: Advanced Strategies for Collaboration Between EUR Advi...
Going Beyond Webinars: Advanced Strategies for Collaboration Between EUR Advi...
 
Internationalization - Starting at Square One
Internationalization - Starting at Square OneInternationalization - Starting at Square One
Internationalization - Starting at Square One
 
6 Ps of Strategic International Enrollment Management handout
6 Ps of Strategic International Enrollment Management handout6 Ps of Strategic International Enrollment Management handout
6 Ps of Strategic International Enrollment Management handout
 
The 6 Ps of Strategic International Enrollment Management
The 6 Ps of Strategic International Enrollment ManagementThe 6 Ps of Strategic International Enrollment Management
The 6 Ps of Strategic International Enrollment Management
 
A Brand New Day: What the future holds for international student recruitment ...
A Brand New Day: What the future holds for international student recruitment ...A Brand New Day: What the future holds for international student recruitment ...
A Brand New Day: What the future holds for international student recruitment ...
 
Planning Your International Recruiting in Uncertain Times
Planning Your International Recruiting in Uncertain TimesPlanning Your International Recruiting in Uncertain Times
Planning Your International Recruiting in Uncertain Times
 
American Higher Education's Relationship with China
American Higher Education's Relationship with China American Higher Education's Relationship with China
American Higher Education's Relationship with China
 
Developing a Targeted Outreach and Communication Plan for Int'l Students
Developing a Targeted Outreach and Communication Plan for Int'l StudentsDeveloping a Targeted Outreach and Communication Plan for Int'l Students
Developing a Targeted Outreach and Communication Plan for Int'l Students
 
News Stories on the Impact of Trump on International Education (post election)
News Stories on the Impact of Trump on International Education (post election)News Stories on the Impact of Trump on International Education (post election)
News Stories on the Impact of Trump on International Education (post election)
 
Boundless: Engaging International Students Virtually Throughout the Admission...
Boundless: Engaging International Students Virtually Throughout the Admission...Boundless: Engaging International Students Virtually Throughout the Admission...
Boundless: Engaging International Students Virtually Throughout the Admission...
 
Prevailing Trends: How to Engage International Students in Admissions
Prevailing Trends: How to Engage International Students in AdmissionsPrevailing Trends: How to Engage International Students in Admissions
Prevailing Trends: How to Engage International Students in Admissions
 
Ultizing Online Space: Virtual Fairs and Online Conversion Tools (with poll r...
Ultizing Online Space: Virtual Fairs and Online Conversion Tools (with poll r...Ultizing Online Space: Virtual Fairs and Online Conversion Tools (with poll r...
Ultizing Online Space: Virtual Fairs and Online Conversion Tools (with poll r...
 
Engaging Students Virtually Throughout the Enrollment Cycle
Engaging Students Virtually Throughout the Enrollment CycleEngaging Students Virtually Throughout the Enrollment Cycle
Engaging Students Virtually Throughout the Enrollment Cycle
 
Engaging Students Virtually Throughout the Enrollment Cycle
Engaging Students Virtually Throughout the Enrollment CycleEngaging Students Virtually Throughout the Enrollment Cycle
Engaging Students Virtually Throughout the Enrollment Cycle
 
Improving Yield Among Domestic & International Students
Improving Yield Among Domestic & International StudentsImproving Yield Among Domestic & International Students
Improving Yield Among Domestic & International Students
 
International Admissions 101 Communications & Outreach Plans
International Admissions 101   Communications & Outreach PlansInternational Admissions 101   Communications & Outreach Plans
International Admissions 101 Communications & Outreach Plans
 
Online Connections: Successful International Student Recruitment via Virtual ...
Online Connections: Successful International Student Recruitment via Virtual ...Online Connections: Successful International Student Recruitment via Virtual ...
Online Connections: Successful International Student Recruitment via Virtual ...
 

Recently uploaded

Decoding the Tweet _ Practical Criticism in the Age of Hashtag.pptx
Decoding the Tweet _ Practical Criticism in the Age of Hashtag.pptxDecoding the Tweet _ Practical Criticism in the Age of Hashtag.pptx
Decoding the Tweet _ Practical Criticism in the Age of Hashtag.pptxDhatriParmar
 
Employablity presentation and Future Career Plan.pptx
Employablity presentation and Future Career Plan.pptxEmployablity presentation and Future Career Plan.pptx
Employablity presentation and Future Career Plan.pptxryandux83rd
 
4.9.24 School Desegregation in Boston.pptx
4.9.24 School Desegregation in Boston.pptx4.9.24 School Desegregation in Boston.pptx
4.9.24 School Desegregation in Boston.pptxmary850239
 
Q-Factor HISPOL Quiz-6th April 2024, Quiz Club NITW
Q-Factor HISPOL Quiz-6th April 2024, Quiz Club NITWQ-Factor HISPOL Quiz-6th April 2024, Quiz Club NITW
Q-Factor HISPOL Quiz-6th April 2024, Quiz Club NITWQuiz Club NITW
 
BÀI TẬP BỔ TRỢ TIẾNG ANH 8 - I-LEARN SMART WORLD - CẢ NĂM - CÓ FILE NGHE (BẢN...
BÀI TẬP BỔ TRỢ TIẾNG ANH 8 - I-LEARN SMART WORLD - CẢ NĂM - CÓ FILE NGHE (BẢN...BÀI TẬP BỔ TRỢ TIẾNG ANH 8 - I-LEARN SMART WORLD - CẢ NĂM - CÓ FILE NGHE (BẢN...
BÀI TẬP BỔ TRỢ TIẾNG ANH 8 - I-LEARN SMART WORLD - CẢ NĂM - CÓ FILE NGHE (BẢN...Nguyen Thanh Tu Collection
 
Objectives n learning outcoms - MD 20240404.pptx
Objectives n learning outcoms - MD 20240404.pptxObjectives n learning outcoms - MD 20240404.pptx
Objectives n learning outcoms - MD 20240404.pptxMadhavi Dharankar
 
CLASSIFICATION OF ANTI - CANCER DRUGS.pptx
CLASSIFICATION OF ANTI - CANCER DRUGS.pptxCLASSIFICATION OF ANTI - CANCER DRUGS.pptx
CLASSIFICATION OF ANTI - CANCER DRUGS.pptxAnupam32727
 
ICS 2208 Lecture Slide Notes for Topic 6
ICS 2208 Lecture Slide Notes for Topic 6ICS 2208 Lecture Slide Notes for Topic 6
ICS 2208 Lecture Slide Notes for Topic 6Vanessa Camilleri
 
ClimART Action | eTwinning Project
ClimART Action    |    eTwinning ProjectClimART Action    |    eTwinning Project
ClimART Action | eTwinning Projectjordimapav
 
Team Lead Succeed – Helping you and your team achieve high-performance teamwo...
Team Lead Succeed – Helping you and your team achieve high-performance teamwo...Team Lead Succeed – Helping you and your team achieve high-performance teamwo...
Team Lead Succeed – Helping you and your team achieve high-performance teamwo...Association for Project Management
 
Mythology Quiz-4th April 2024, Quiz Club NITW
Mythology Quiz-4th April 2024, Quiz Club NITWMythology Quiz-4th April 2024, Quiz Club NITW
Mythology Quiz-4th April 2024, Quiz Club NITWQuiz Club NITW
 
How to Uninstall a Module in Odoo 17 Using Command Line
How to Uninstall a Module in Odoo 17 Using Command LineHow to Uninstall a Module in Odoo 17 Using Command Line
How to Uninstall a Module in Odoo 17 Using Command LineCeline George
 
4.9.24 Social Capital and Social Exclusion.pptx
4.9.24 Social Capital and Social Exclusion.pptx4.9.24 Social Capital and Social Exclusion.pptx
4.9.24 Social Capital and Social Exclusion.pptxmary850239
 
4.11.24 Poverty and Inequality in America.pptx
4.11.24 Poverty and Inequality in America.pptx4.11.24 Poverty and Inequality in America.pptx
4.11.24 Poverty and Inequality in America.pptxmary850239
 
Indexing Structures in Database Management system.pdf
Indexing Structures in Database Management system.pdfIndexing Structures in Database Management system.pdf
Indexing Structures in Database Management system.pdfChristalin Nelson
 
Q-Factor General Quiz-7th April 2024, Quiz Club NITW
Q-Factor General Quiz-7th April 2024, Quiz Club NITWQ-Factor General Quiz-7th April 2024, Quiz Club NITW
Q-Factor General Quiz-7th April 2024, Quiz Club NITWQuiz Club NITW
 

Recently uploaded (20)

Decoding the Tweet _ Practical Criticism in the Age of Hashtag.pptx
Decoding the Tweet _ Practical Criticism in the Age of Hashtag.pptxDecoding the Tweet _ Practical Criticism in the Age of Hashtag.pptx
Decoding the Tweet _ Practical Criticism in the Age of Hashtag.pptx
 
Employablity presentation and Future Career Plan.pptx
Employablity presentation and Future Career Plan.pptxEmployablity presentation and Future Career Plan.pptx
Employablity presentation and Future Career Plan.pptx
 
Plagiarism,forms,understand about plagiarism,avoid plagiarism,key significanc...
Plagiarism,forms,understand about plagiarism,avoid plagiarism,key significanc...Plagiarism,forms,understand about plagiarism,avoid plagiarism,key significanc...
Plagiarism,forms,understand about plagiarism,avoid plagiarism,key significanc...
 
4.9.24 School Desegregation in Boston.pptx
4.9.24 School Desegregation in Boston.pptx4.9.24 School Desegregation in Boston.pptx
4.9.24 School Desegregation in Boston.pptx
 
prashanth updated resume 2024 for Teaching Profession
prashanth updated resume 2024 for Teaching Professionprashanth updated resume 2024 for Teaching Profession
prashanth updated resume 2024 for Teaching Profession
 
Q-Factor HISPOL Quiz-6th April 2024, Quiz Club NITW
Q-Factor HISPOL Quiz-6th April 2024, Quiz Club NITWQ-Factor HISPOL Quiz-6th April 2024, Quiz Club NITW
Q-Factor HISPOL Quiz-6th April 2024, Quiz Club NITW
 
BÀI TẬP BỔ TRỢ TIẾNG ANH 8 - I-LEARN SMART WORLD - CẢ NĂM - CÓ FILE NGHE (BẢN...
BÀI TẬP BỔ TRỢ TIẾNG ANH 8 - I-LEARN SMART WORLD - CẢ NĂM - CÓ FILE NGHE (BẢN...BÀI TẬP BỔ TRỢ TIẾNG ANH 8 - I-LEARN SMART WORLD - CẢ NĂM - CÓ FILE NGHE (BẢN...
BÀI TẬP BỔ TRỢ TIẾNG ANH 8 - I-LEARN SMART WORLD - CẢ NĂM - CÓ FILE NGHE (BẢN...
 
Objectives n learning outcoms - MD 20240404.pptx
Objectives n learning outcoms - MD 20240404.pptxObjectives n learning outcoms - MD 20240404.pptx
Objectives n learning outcoms - MD 20240404.pptx
 
CLASSIFICATION OF ANTI - CANCER DRUGS.pptx
CLASSIFICATION OF ANTI - CANCER DRUGS.pptxCLASSIFICATION OF ANTI - CANCER DRUGS.pptx
CLASSIFICATION OF ANTI - CANCER DRUGS.pptx
 
ICS 2208 Lecture Slide Notes for Topic 6
ICS 2208 Lecture Slide Notes for Topic 6ICS 2208 Lecture Slide Notes for Topic 6
ICS 2208 Lecture Slide Notes for Topic 6
 
ClimART Action | eTwinning Project
ClimART Action    |    eTwinning ProjectClimART Action    |    eTwinning Project
ClimART Action | eTwinning Project
 
Team Lead Succeed – Helping you and your team achieve high-performance teamwo...
Team Lead Succeed – Helping you and your team achieve high-performance teamwo...Team Lead Succeed – Helping you and your team achieve high-performance teamwo...
Team Lead Succeed – Helping you and your team achieve high-performance teamwo...
 
Mythology Quiz-4th April 2024, Quiz Club NITW
Mythology Quiz-4th April 2024, Quiz Club NITWMythology Quiz-4th April 2024, Quiz Club NITW
Mythology Quiz-4th April 2024, Quiz Club NITW
 
Introduction to Research ,Need for research, Need for design of Experiments, ...
Introduction to Research ,Need for research, Need for design of Experiments, ...Introduction to Research ,Need for research, Need for design of Experiments, ...
Introduction to Research ,Need for research, Need for design of Experiments, ...
 
How to Uninstall a Module in Odoo 17 Using Command Line
How to Uninstall a Module in Odoo 17 Using Command LineHow to Uninstall a Module in Odoo 17 Using Command Line
How to Uninstall a Module in Odoo 17 Using Command Line
 
4.9.24 Social Capital and Social Exclusion.pptx
4.9.24 Social Capital and Social Exclusion.pptx4.9.24 Social Capital and Social Exclusion.pptx
4.9.24 Social Capital and Social Exclusion.pptx
 
4.11.24 Poverty and Inequality in America.pptx
4.11.24 Poverty and Inequality in America.pptx4.11.24 Poverty and Inequality in America.pptx
4.11.24 Poverty and Inequality in America.pptx
 
Indexing Structures in Database Management system.pdf
Indexing Structures in Database Management system.pdfIndexing Structures in Database Management system.pdf
Indexing Structures in Database Management system.pdf
 
INCLUSIVE EDUCATION PRACTICES FOR TEACHERS AND TRAINERS.pptx
INCLUSIVE EDUCATION PRACTICES FOR TEACHERS AND TRAINERS.pptxINCLUSIVE EDUCATION PRACTICES FOR TEACHERS AND TRAINERS.pptx
INCLUSIVE EDUCATION PRACTICES FOR TEACHERS AND TRAINERS.pptx
 
Q-Factor General Quiz-7th April 2024, Quiz Club NITW
Q-Factor General Quiz-7th April 2024, Quiz Club NITWQ-Factor General Quiz-7th April 2024, Quiz Club NITW
Q-Factor General Quiz-7th April 2024, Quiz Club NITW
 

Incorporating video into international recruitment nafsa18 - linked in

  • 1. Incorporating Videos into International Recruitment Strategies Session I: 11:30am Tuesday, May 29, 2018
  • 2. Who We Are… • Marty Bennett, President, Social Media and International Education Consulting, LLC • Erin Yingling, Associate Director of Graduate Recruitment and Admissions, George Washington University • Katia Scodova, EducationUSA Regional Educational Advising Coordinator, Europe/Eurasia • Jemma Davies, Postgraduate and International Marketing Manager, Birmingham City University, UK
  • 3. Poll questions Are you responsible at your institution for social media outreach? Is your institution using video platforms to get the message out (FB Live, YouTube) to international audiences? Are you using native language content/subtitling/508 compliance?
  • 4. What we’ll do… Provide case studies of video interview plans with alumni and current international students on campus that includes opportunities for multiple uploads to various third-party social media platforms. Provide Case Studies Share data on video usage, effectiveness, and potential for expanding an institution’s message globally to prospective students through networks and partners.Share Data Best practices and practical issues involved with live and on-demand examples of successful video marketing projects.Best Practices
  • 6. EducationUSA Belarus YouTube ● #5 EducationUSA YouTube channel in the EducationUSA network ● Interviews with admitted students ● Pre-defined themes ● Russian language ● Regional reach
  • 7. Case Studies - EducationUSA Belarus Student Success Stories • 26 stories starting from 2012 • Playlist viewed - 3,866 • Total views - 22,488 • 1-3 challenges student overcame • Same basic structure • Includes inspirational message about studying in the U.S. • 2 – 4 minutes in length
  • 8. Case Studies – EducationUSA Belarus • Conversational style • Personal experience • Connected to keywords • Shared through personal social media networks • Russian language
  • 9. Case Studies - U.S. Embassy Tallinn, Estonia Facebook • Estonians talking about American culture • Americans talking about Estonian culture in English • Content duplicated on Russian language page • 1K-5K views / video
  • 10. Previous Institution •5-6 students selected for videos •Less formal approach – I organized and filmed the videos •Done in native language with English subtitles •Questions were given in advance – responses were rehearsed but not reviewed in advance with staff •No ‘real’ budget – staff time for filming, editing, etc. Two Recent Video Projects = Approach #1
  • 11. Two Recent Video Projects = Approach #2 Current Institution •1 student selected from India, specific reason and timing for selecting that country •All filming done in English with closed captioning •Contracted with professional videographers •Significant investment of money, less investment of staff time
  • 12. Same End Goals Publish to YouTube Share to other social media platforms Share firsthand experience of programs directly from students or alumni Elevate the profile of the school or program overall and in specific markets/countries
  • 13. Challenge = small budget, small team, lack of resource Video a growing medium Produce future proof content Consider the distribution channels Solution… Video content for a global audience
  • 15. Create 10 x 5 second videos Animated Translated Distribute & pay to boost Landing pages International Holidays
  • 18. Had 408 views, after 3 weeks online Published immediately before a recruiting and yield trip to India Shared in India with students and families “Student Spotlight” Video
  • 19. Seek Valuable Insight from Website Analytics
  • 20. “Overview” Video  Had 203 views, after 3 weeks online  Overview of our new Science and Engineering Hall, programs, technology  Features the facilities and programs, not a specific student
  • 21. Seek Valuable Insight from Website Analytics
  • 22. Tag the student in your posts with their video • Get permission first! 1 Consider the time of day of target audience when posting 2 Ask the students to share it to their networks 3 Share with relevant EducationUSA offices • E.g. based on the language/native country of the featured student 4 Ideas for Expanding Your Reach
  • 23. YouTube – Social Media Market Share Top used platform 38.73% Top used platform 28.85% Top used platform 32.66% 2nd used platform 21.64% 70% of 13-16 y.o. use daily Social Media Data Source: http://gs.statcounter.com/social-media-stats
  • 25. EducationUSA Belarus YouTube – Belarus Channel Impact Survey • 61 responses - interested in MA/MS (64%), BA/BS (18%) and PhD degrees (16 %) • 92% - student videos provided motivation to purse U.S. studies • 66% - current members of Competitive College Club and Graduate Study Cohort and intend to apply to U.S. institutions • 15% already accepted to U.S. institutions • 5% currently studying in U.S.
  • 26. EducationUSA Belarus YouTube – Belarus Channel Impact Survey Most valuable content: • 54% - Searching for financial aid • 32% - Program search and writing essays • 10% - Test prep • 4% - Communication with U.S. HEIs Least valuable content: • 49% - Description/history of an institution • 16% - Most successful alumni • 13% - Comparison to other institutions • 11% - Campus facilities
  • 27. British Council IELTS – 1001 Ways app Goal: • to promote the visibility of the IELTS test around the test’s 25th anniversary through a mobile app
  • 28. Launched October 2014 161,000+ unique users 1900 videos uploaded 249 countries and territories represented 1001 Ways Data
  • 29. Work with agents Westminster approached 10 UK universities to film on their campus Produced a series of short TV programmes (16 mins) ‘UK Snap’ Hosted by a national celebrity/comedian In local language Thai Recruitment in Thailand
  • 31. 125,000 views on Facebook Almost 20,000 on YouTube 1,100+ Social Reactions Almost 300 social shares Cost £3,000 Applications from agent +633% Results
  • 32. International Recruitment and Marketing Correct name of schools (visa) Logo use Lessons Learnt – Partnerships
  • 33. Best practices and practical issues involved
  • 34. Mission: Provide accurate, comprehensive, and current information about opportunities to study at accredited postsecondary institutions in the United States. Goal: Promoting the diversity of U.S. higher education to help international students find their best fit.
  • 35. EducationUSA Recommendations ○ Add your #YouAreWelcomeHere videos ○ Add institutional videos (targeted toward international students) ○ Add student-focused interviews ○ Around one minute and must be compliant with Section 508 of the Disability Act of 1973 ○ Avoid rankings, focus on “fit”
  • 36. EducationUSA Recommendations To EducationUSA advisers in target language/country/region for ideas and feedbackReach out With EducationUSA advisers visiting your campuses to meet with students for short interviews (in local language or English) Coordinate With current international students on campus from the target country/language group for local language content Coordinate With American students learning target languages to record videos (either on campus or part of study-abroad experience) Coordinate Students to share videos through their own social media channelsAsk
  • 37.
  • 38. Think about your target audience – who are you trying to reach? • Students from specific countries • Students interested in specific degree programs • Other audiences (alumni? parents?) • Level of study In recent video projects, we have considered: • Mix of current students and alumni • Different areas of study or areas of focus • Countries considered priorities for recruitment • Mix of experiences (e.g. summer study, internships) Identifying Students and Stories
  • 39. Prospective students are more likely to listen to current students or alumni than anyone else Videos often watched without sound, so subtitles are very helpful! Tell a story, end with a call to action - where can they go for more information or for next steps? Include keywords and a relevant title when posting and sharing Tag students - and be sure your settings allow sharing! Keep it short – under 2 minutes is best Best Practices for Reaching Your Target Audience
  • 40. Availability of students 1 Budget – professional or in house? 2 Language of filming 3 Location 4 Media Release forms 5 Time for production & ideal timing for release of the final product 6 Practical Considerations
  • 41. Be sure to have each participant sign a release waiver!
  • 42. Vietnamese Student Video Chat  On the ground EducationUSA fairs in Hanoi & Ho Chi Minh City, spring 2017  Connected with over 1000 students in person  Handed out cards with info for the chat, invited parents to join  Set-up live video chat with a current Vietnamese student two days later  253 students and parents participated in the live video chat
  • 43. The Challenge • Keeping offer holders engaged • Academics desperate to be involved in conversion • Tried webinars but low attendance Our Idea • Set up a Facebook Group and invited offer holders in • Wanted to broadcast live to bring the campus to applicants overseas • Scheduled various pieces of content to engage offer holders Community Building
  • 44.
  • 45.
  • 46. Facebook group +1,000 students We’re keeping the group active for this year recruitment Facebook LIVE received up to 400 views Student interviews revealed the Facebook community was an asset Students loved being able to see the campus before arrival The quick response times were reassuring Results
  • 47. Keep it short for course selling Let it run if you’re getting engagement Try not to plan it so much it doesn’t come across as authentic Horizontal shooting not portrait Remember your audience (recruiting or converting) Mix up the content – campus tours, academic Q&A, student Q&A Duo’s make it easier for camera shy people Facebook LIVE lives on after you’ve finished filming and you can download the footage (do this straight away) Expected the unexpected – make a joke of the situation (if possible) Don’t do it by yourself – have a buddy to signal/write down ideas Lessons Learnt LIVE streaming