Experience from the field with Fresno State, University of Wisconsin-Milwaukee and Admission Table explaining the challenges of implementing digital marketing and international student engagement. How every campaign gives us new knowledge to make improvements every step of the way
1. Digital Marketing
To The Next Level
for International Student Recruitment
Chair: Jennifer Gruenewald, University of Wisconsin-Milwaukee
Paul Hofmann, California State University, Fresno
Duleep Deosthale, Admission Table
Ben Waxman, Intead
5. Business and
Management
22%
Engineering
19%
Math and
Computer Science
9%
Social Sciences
9%
Physical and Life
Sciences 8%
Fine and Applied
Arts 6%
Intensive English
5%
Health
Professions 4%
Humanities 2%
Education 2%
Agriculture 1%
Other Fields of
Study 10%
Undeclared
3%
Open Doors Data: Fields of Study
IIE Open Door Data 2013
6. China
29%
India
12%
South Korea
9%
Saudi Arabia
5%
Canada 3%
Taiwan 3%
Japan 2%
Vietnam 2%
Mexico 2%
Turkey 1%
Brazil 1%
Germany 1%
United Kingdom 1%
Nepal 1%
Iran 1%
Rest of world
26%
Open Doors Data: Leading Places of Origin
IIE Open Door Data 2013
13. Most Valuable Fair Email Addresses
Comparison by Fair Provider:
# of students vs. # of bad email addresses based on
hard bounces from first follow-up email
14. Most Valuable Fair Email Addresses
Comparison by Fair Provider: Open rates &
click through rates for first follow-up email
26. Respect Your Prospects’ Interests
• Where are your
prospects/inquires/applicants
coming from?
• How do they behave?
• What motivates them/
how do they choose
to apply and enroll?
27. Total
population
Active
internet users
Active social
media accounts
Active
Mobile users
Active mobile
Social accounts
53%
3 billion 2.1 billion 3.7 billion 1.7 billion
Urbanization
7.3 billion
Penetration Penetration Penetration Penetration
42% 29% 51%
Global Scenario
23%
29. Monthly active users (in millions)
Sina Weibo
Facebook
QQ
WhatsApp
Q Zone
Skype
Twitter
1.4 Billion
829
700
167
288
300
629
30. Facebook use by device:
Laptop &
Desktop
Mobile Tablet
976 million 889 million 203 million
69% 63% 14%
31. Active
internet users
Active social
media accounts
Active
Mobile users
Active mobile
Social accounts
+525 million +222 million +185 million +313 million
percentage percentage percentage percentage
21% 12% 5%
FB growth: 2 months
23%
32. To reach 50 million users it took
Radio
Television
Internet
WhatsApp
Facebook
38 Years
33. To reach 50 million users it took
Radio
Television
Internet
WhatsApp
Facebook
13 years
34. To reach 50 million users it took
Radio
Television
Internet
WhatsApp
Facebook
4 years
35. To reach 50 million users it took
Radio
Television
Internet
WhatsApp
Facebook 62 days
36. To reach 50 million users it took
Radio
Television
Internet
WhatsApp
Facebook
5 days
38. Did you know children below 2 years…
• 81% have
• digital
• profiles
• 33% have
• pictures uploaded
• on net
• 23% have
• Sonograms
• uploaded
• 7% have
• an email
39. 47% 36% 13%
China Vietnam India
Smartphone penetration in emerging markets
40. 53% 66% 74%
2008 2012 20142008 2012 2014
Students live on mobile
Nomophobia: Fear of not being connected due to a lack of
battery power, signal or loss of ones mobile phone
Proportion of respondents who confess to ‘nomophobia’
48. What Have We Learned?
• Find opportunities to stand out from the crowd
(message differentiation)
• Focus your resources – choose your regions carefully
• Create engaging content – send stuff they care about
• Choose a platform for dissemination – choose the
tools that allow you to automate, connect and
analyze for continual improvement
• Work on campus alignment – be sure the experience
on campus is meeting expectations, otherwise the
social media back home will undermine your efforts
• Learn as you go – this stuff is new and challenging