The document discusses digital marketing implementation as part of a holistic enrollment strategy. It emphasizes that digital marketing requires creativity, process, and analytics. The presentation recommends developing original, creative content, building your brand and recognition, and using thoughtful analytics to better reach and enroll prospective international students. It stresses that digital tools should be used to build relationships from a distance and continuously improve recruitment activities.

1. Lisa
Cynamon
Mayers,
Academic
Advisor
Charlie
Schwartz,
Associate
Director
Optimize
and
Integrate
International
Offline
and
Online
Enrollment
Marketing
Indianapolis 2013
Regions
V
and
VI

2. Digital
Marketing
Implementation
as
Part
of
A
Holistic
Enrollment
Strategy
Indianapolis 2013
Regions
V
and
VI
Our
agency,
Interna.onal
Educa.on
Advantage,
works
with
clients
to
develop
a
holis.c
strategy
to
recruit
and
enroll
interna.onal
students.
We
use
digital
tools
to
build
rela.onships
from
a
distance.

3. Indianapolis 2013
Regions
V
and
VI
While
it
may
seem
that
you
are
a@emp.ng
to
recruit
this
vast
group
of
students,
you
are
actually
targe.ng
specific
students,
like
this
young
man.
Your
digital
plaCorm
helps
you
tell
the
world
what
you
are
really
good
at
–
which
is
what
differen.a.on
is
all
about.
Explaining
why
you
are
be@er
than
others
at
something.
Explaining
why
students
should
choose
you.

4. Indianapolis 2013
Regions
V
and
VI
ü Product
development:
Do
you
have
content
that
is
unique
and
a@rac.ve?
ü Delivery
Method:
Can
you
produce
and
disseminate
the
content
yourself
or
do
you
need
help?
ü Analy.cs:
Will
you
use
analy.cs
to
con.nually
improve
your
offering?

5. Indianapolis 2013
Regions
V
and
VI
Digital marketing requires
creativity, process and analytics.
We
op.mize
ac.vi.es
to
con.nuously
improve.

6. The
Source
of
Our
Headaches:
The
Proliferation
of
Marketing
Channels
• Challenge of managing multiple digital channels in various countries
• Your Website is the foundation upon which you build
• Deploy your digital marketing direct marketing skills & your creative skills
• Segmentation is powerful (regional, demographics, psychographic)
• Relevant, engaging, authentic content
Indianapolis 2013
Regions
V
and
VI

7. Indianapolis 2013
Regions
V
and
VI
Original, creative content, brand building and recognition, and thoughtful
analytics will allow you to better reach this student, and others like him.

8. Indianapolis 2013
Regions
V
and
VI
Fall
2013:We
sent
an
email
inquiry
to
60
US,
Canadian
and
Australian
universi.es
reques.ng
informa.on
as
a
prospec.ve
Chinese
student.
The
response
(or
lack
there
of)
was
surprising.

9. Indianapolis 2013
Regions
V
and
VI

10. Indianapolis 2013
Regions
V
and
VI
These
were
the
universi.es
that
par.cularly
impressed
us
with
their
ability
to
recruit
Chinese
students.

11. Chinese Language
Documents
Exemplary
Institutions
Indianapolis 2013
Regions
V
and
VI

12. Indianapolis 2013
Regions
V
and
VI
Spring
2013:We
sent
an
email
inquiry
to
30+
US,
Canadian
and
Australian
universi.es
reques.ng
informa.on
as
a
prospec.ve
Chinese
student.
The
response
(or
lack
there
of)
was
surprising.

13. Exemplary
Institutions
Indianapolis 2013
Regions
V
and
VI
Chinese Language
Documents

14. 14
University of Cincinnati
Charlie Schwartz, Associate Director

15. 15
• Students
• 42,000
students
• 2,900
interna.onal
• Predominately
Ohio
students
• Rankings
• Top
25
Public
Research
University
• Experien.al
Learning
• Programs
• 300
undergrad
programs
and
200
grad
programs
• Design,
Engineering,
Business,
Health
Sciences,
etc.
UC Overview
The University

16. 16
• Goals
• Current
6%
interna.onal
• Goal
8%
interna.onal
• University Investment
• Increased
staffing
• 4
Overseas
Staff
• Scholarship
• $1.2
million
awarded
• ELS
Center
• Agent
Model
• International Undergrads
• 2007
250
• 2013
1,053
UC Overview
Internationalization

17. 17
Find Your Prospects
Source: photosundari.wordpress.com

18. 18
In Person• Travel
-­‐ Overseas
-­‐ Tours
-­‐ Independent
-­‐ Group
-­‐ Domes.c
-­‐ Community
Colleges
-­‐ Boarding
Schools
-­‐ English
Language
Schools
-­‐ 4-­‐year
Only
Ins.tu.ons
(grad)
-­‐ Faculty/Staff/Students
-­‐ Travel
Grants
-­‐ Study
Abroad
-­‐ Interna.onal
Faculty
• Print
Materials
-­‐ Lots
of
vendors
-­‐ Handouts
-­‐ Mail??
Find Your Prospects

19. 19
-­‐ Name
Buys
-­‐ SAT
-­‐ ACT
-­‐ TOEFL
-­‐ Others?
-­‐ Virtual
College
Fairs
-­‐ Hobsons
-­‐ College
Week
Live
-­‐ Educa.onUSA
-­‐ Adver.sing
-­‐ Google
Ads
-­‐ Third-­‐party
sites
Digitally
Find Your Prospects

20. 20
Connect with Your Prospects
Source: pokernave.com

21. 21
• This
can
get
a
li@le
tricky…
-­‐ Travel
-­‐ Really?
-­‐ How
much
is
too
much?
-­‐ In-­‐Country
Representa.on
-­‐ In-­‐country
staff
-­‐ Agents
-­‐ Educa.onUSA
-­‐ Counselors
-­‐ Anything
else??
In Person
Connect with Your Prospects

22. 22
• Keep
It
Simple,
Stupid!
Digitally
Connect with Your Prospects
mkblog.mk-magazine.com

23. 23
• This
can
(also)
get
a
li@le
tricky…
-­‐ KISS!
-­‐ Keep
It
Simple,
Stupid!
-­‐ Keys
-­‐ Frequency
-­‐ Message
-­‐ Length…
TL;DR
-­‐ Tools
-­‐ Mass
Emails
-­‐ Incoming
Emails
-­‐ Webinars
-­‐ Skype/Hangouts
Calls
-­‐ Social
Media?
Digitally
Connect with Your Prospects
pvx.wikia.com allwelike.com

24. 24
Build Relationships

25. 25
• Digital
is
a
tool
-­‐ Find
people
-­‐ Connect
with
people
-­‐ Build
rela.onships
with
people
-­‐ Help
people
• No one wants to talk to
you!
• They
want
to
talk
to
…
-­‐ Current
Students
-­‐ Alumni
-­‐ Professors
-­‐ Parents
-­‐ Coaches
-­‐ Business
Execs.
Curate and Connect
Build Relationships

26. What
digital
marketing
activities
do
we
need?
Indianapolis 2013
Regions
V
and
VI
There
isn’t
a
perfect,
magical
formula
for
all
ins.tu.ons
to
use.
There
are
many
building
blocks
to
success.

27. Different
Platforms
Rule
in
Different
Countries
Indianapolis 2013
Regions
V
and
VI

28. LinkedIn
is
A
(neglected)
Social
Network
• >
200
million
worldwide
users
• Large
penetration
among
professional
• Your
Alumni
(domestically
and
internationally)
• Parents
• Students
will
be
coming
soon….
E-­‐book
available
on
www.intead.com
Indianapolis 2013
Regions
V
and
VI

29. Latest
News
as
of
September
12th
• Linked
In
is
focusing
on
universities
and
students
• Launch
of
University
Pages
“We
believe
University
Pages
will
be
especially
valuable
for
students
making
their
first,
big
decision
about
where
to
attend
college.
Therefore,
beginning
on
September
12,
we
will
be
making
LinkedIn
available
to
high
school
students*
who
can
use
LinkedIn
to
explore
schools
worldwide,
greatly
expand
their
understanding
of
the
careers
available,
and
get
a
head
start
on
building
a
network
for
family
and
friends
to
help
guide
them
at
every
milestone.”
“ ”
Indianapolis 2013
Regions
V
and
VI

30. University
Page
Example
• Need
to
coordinate
university
publishing
activities
•
Alumni
Relations
• Domestic
and
International
Admissions
• Career
services
Indianapolis 2013
Regions
V
and
VI
We
will
have
to
see
the
effect
LinkedIn
University
Pages
will
have
on
interna.onal
student
recruitment.
This
is
a
good
example
of
new
tools
con.nually
entering
the
market.

31. Universities
are
Publishers
• Need
to
coordinate
university
publishing
activities
• How
to
manage
the
process
• More
and
more
tools
are
available
Indianapolis 2013
Regions
V
and
VI

32. Indianapolis 2013
Regions
V
and
VI
Advanced
digital
marke.ng
allows
for:
Automa'on
Personaliza'on
Segmenta'on

33. Charlie
Schwartz
schwarcs@ucmail.uc.edu
www.uc.edu
Thank
You
Lisa
Cynamon
Mayers
lisa@intead.com
www.intead.com
Indianapolis 2013
Regions
V
and
VI