The document provides guidance on how to attract students and encourage study abroad at universities. It recommends identifying target student personas and creating personalized outreach messages to address them through the right channels at the right time. Content should highlight the university's advantages and have a clear call to action. Metrics should be used to evaluate message performance and refine outreach strategies over multiple testing iterations. The goal is to effectively plan and execute a promotional "party" to engage with potential students.

1. Mobility Endorsement
in Regional Universities
How to Promote Mobilities and How to Attract Students
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2. A) How to attract students to your university
B) How to encourage students to study abroad
+ discussion, questions, examples, other`s experience
How to Promote Mobilities and How to Attract Students
Attract and Encourage
(It`s like planning a party!)
Before we start: logic behind all this
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3. How to Promote Mobilities and How to Attract Students
- the right information
- to the right person
- at the right time
- via the right channel
Not sure where to start?
Do some brainstorming!
Personalisation and Inbound Marketing:
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4. How to Promote Mobilities and How to Attract Students
What channels do you prefer?
Are there other channels?
Who do you follow?
Are you online or offline person?
Who uses Facebook? Why?
Who do you want to address?
What is the information you want to convey?
What is the medium of your message?
What will be your CHANNEL?
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5. How to Promote Mobilities and How to Attract Students
- see who your potential student is
- make a list of different types/personas
- expand on your list of personas
- expand on personas` qualities
- find suitable media to address your personas
- find suitable channel to address your personas
Note to UPCE:
More information and examples to be part of the final draft
Personas
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6. How to Promote Mobilities and How to Attract Students
Content And Distribution Planning
- set your goal (it is OK if you don`t know the metrics)
- plan the content creation (creation takes some time)
- plan the distribution (set date/time based on metrics)
- make plans for each persona
- track records for each persona
- revisit your persona based on the data available
Note to UPCE:
More information and examples to be part of the final draft
www.jirikubes.com

7. How to Promote Mobilities and How to Attract Students
Content Creation 1
- base content on personas
- adapt to your persona`s point of view
- give students/personas what they want/need
- attract their attentention
- make them click - action buttons
- take them to a Yes/No page
- make your point, list advantages
- no distractions, just call to action
Note to UPCE:
More information and examples to be part of the final draft
www.jirikubes.com

8. How to Promote Mobilities and How to Attract Students
Content Creation 2
- what is your university`s advantage?
- what is your location advantage?
- history, type of school, environment advantages?
- what types of tools do your students use?
- what is the bonus students are going to benefit from?
Note to UPCE:
More information and examples to be part of the final draft
www.jirikubes.com

9. How to Promote Mobilities and How to Attract Students
Content Creation 3
- go back to brainstorming part
- what is your message?
- what is your medium?
- what is your channel?
Note to UPCE:
More information and examples to be part of the final draft
GO FOR IT ! (and test, test, test)
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10. How to Promote Mobilities and How to Attract Students
Nurturing the Students` Contacts
- be responsive
- use tone they want to hear
- request more info from your students if needed
- not all convert immediately, give them time
- keep your lists of contacts and expand on them
- inform them about new information
- request reasons for not participating
Note to UPCE:
More information and examples to be part of the final draft
www.jirikubes.com

11. How to Promote Mobilities and How to Attract Students
It is “party” easy!
Like planning a party! - you need to know:
- What type of party? (birthday, welcome…)
- Who will be invited? (friends, schoolmates…)
- How are you gonna address them? (school, club…)
- What is the tone of party? (formal, costume…)
- Address the right people via the right channels with
- the right messages at the right time.
Note to UPCE:
More information and examples to be part of the final draft
www.jirikubes.com

12. How to Promote Mobilities and How to Attract Students
Now that we know how to
attract students,
we can start encouraging
students to….
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13. How to Promote Mobilities and How to Attract Students
Encourage Students to Study Abroad
The scheme here is pretty same and also the same
logic applies. Find the right channels that have
your potential students to address them with your
personalised message at the right time. Don`t
make them think, make them take your offer.
Feel free to go back and apply the same logic.
Let`s have a look at the tools - channels.
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14. How to Promote Mobilities and How to Attract Students
Channels - Facebook vs. Twitter and others…
There are many channels that can convey your message:
Images Sharing:
- Facebook Pinterest, Flickr, Tumblr, Instagram, LinkedIn, Goo
URL Sharing:
- Facebook, Tumblr, LinkedIn, Twitter, Google+
Video Sharing:
- YouTube, Facebook, Vimeo, local
Many of these allow for various types of media
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15. How to Promote Mobilities and How to Attract Students
Facebook vs. Google+ vs. Twitter vs. Rest
- find you persona pages and groups, blogs
- post to them - include group tags
- create your own pages and groups
- subscribe to relavant pages
- be active, show you care
- measure impact, revisit personas, messages, channels
- test, test, test :-)
Note to UPCE:
More information and examples to be part of the final draft
www.jirikubes.com

16. How to Promote Mobilities and How to Attract Students
Information Flow
- define your goal
- define your personas
- create content with call to action
- create clear landing page with call to action
- find channels
- post message
- respond to potential students
- measure impact
- revisit strategy
- test, test test… - each case is different!
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17. How to Promote Mobilities and How to Attract Students
Thank you for your attention,
feel free to request this
presentation
Jiří Kubeš
www.jirikubes.com

18. Sources:
Images:
✦https://ceeehsnews.files.wordpress.com/2012/11/social-media-logos.png
How to Promote Mobilities and How to Attract Students
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