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Retargeting Your Best Match: New Methods for Reaching Students in China
The document outlines new strategies for engaging Chinese students in higher education recruitment through location-based mobile advertising and digital retargeting. It highlights the significant proportion of Chinese students in global education and emphasizes the importance of mobile accessibility in their decision-making process. Further, it discusses leveraging insights and analytics to ensure timely and effective communication with prospective students.
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Retargeting Your Best Match: New Methods for Reaching Students in China
- 1. Retargeting Your BestMatch: New Methods for Engaging Chinese Prospects
- 2. The leader in global marketing andenrollment management
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- 6. A Huge Opportunity andGrowing 1985 1995 2005 2025 1.1 Million 1.7 Million 3 Million 8 Million Source: 2014 IIE Open Doors Report http://www.iie.org/Research-and-Publications/Open-Doors/Data/International-Students/Leading-Places-of-Origin/2012-14
- 7. 50% OF STUDENTSARE COMING FROM CHINA | INDIA | SOUTH KOREA 50% OF TRAVELING STUDENTS ARE HEADING TO TEXAS | CALIFORNIA | NEW YORK Source: 2014 IIE Open Doors Report http://www.iie.org/Research-and-Publications/Open-Doors/Data/International-Students/Leading-Places-of-Origin/2012-14
- 8. China’s population: 1.3 Billion Source:Imagination Creative Agency, April, 2014, Chinese Social Media Brief: Overview, SNS Analysis and Key Trends.
- 9. Decision Making –Look at the Facts Business, Engineering, and Undecided 65% of students are Self-Funded In 2014 4.5MM Students studied abroad globally, an 114% increase since 2001 International students only account for an average of 11% of the total higher ed. population worldwide 42% Undergraduate | 37% Graduate Source: http://iie.org/research-and-publications/project-atlas
- 10. China is Mobile 71% ofSNS users access Weibo platforms via mobile! 565 million mobile internet users! 95% of China checks smartphone before bed! 41% of China’s population! Source: Weibo Video
- 11. What does thismean for you?
- 12. • Reach studentsacross the globe at the right time and the right place through hyper-local media on their mobile devices • Capture attention and drive awareness among students at specific locations when they are most receptive to your message • Media is optimized to appear in locations that show the strongest performance Students are always in motion. Your targeting should be too…
- 13. Location-Based Mobile Advertising Introducing aNew Way to Recruit Students On-the-Go
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- 15. 1 5 Defining Contextwith Location 现在申请！
- 16. Identify and ReachStudents in 8 Countries* On Thousands of Mobile Applications *In addition to the United States
- 17. Device Interaction within ProximityTarget Time: 12:37pm, Tuesday Location: Beijing Ministry of Education College Fair 1. Proximity target 12:37pm 2. Retarget 2:00pm 3. Repeat Next Day Leverage location as the trust indicator of student intent
- 18. Drive measurable engagementwith a customized and actionable landing page aligned with the student’s location Call an admissions director Learn about applying Take a Virtual Tour Watch a video Talk to Admissions
- 19. Nearly 70% of students inChina that use search engines for their college search Source: Chegg Social Admissions Report – China Edition. 2015
- 20. 75% Laptop 71% Smart Phone 32% Desktop You aretrying to reach a multi- screen generation. Is your website optimized for mobile and utilize responsive design? Source: Chegg Social Admissions Report – China Edition. 2015
- 21. Digital Retargeting onBaidu + Zinch.cn
- 22. • Engage Chinesestudents active in their college search with contextual ads based on their recent research activity and interest • Showcase your institutional brand on websites commonly visited by students throughout their normal web browsing, ensuring your brand is at constant “top of mind” • Chegg powers Baidu’s education platform (jiaoyu) with content found on it’s Chinese site, Zinch.cn. Visitors to your profile on either site are served retargeting impressions
- 23. • Baidu hasmore than 20 channels that include search, music, news, Q&A, maps, and more • Reach students who have actively searched for your school with ad units that display within minutes of the initial search • Extend beyond Baidu with video promotions across the web – pop up videos embedded into other sites Expand Your Reach with Focused Impressions
- 28. Global Inquiries Weekly exportof student information delivered to your team
- 29. Communication Funnel Introduction Why studyin this country? Environment University Invitation
- 30. Intended Major" Grad" Year Province" China Match+ fine tunedto meet your admissibility criteria Gender" Behavioral Interest in Similar Schools
- 32. Ensure immediate, high-qualityfollow-up communication with interested prospective students. Acknowledge interest within 24 hours, and ensure a steady flow of communication each month thereafter. Communication +
- 33. Communication+ Immediate engagement of prospectivestudents, aimed at driving traffic to institutional website. High-quality follow-up communications
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