engaging in a global dialogue challenges and …...175 106 151 0 50 100 150 200 250 300 2015 2016...
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ENGAGING IN A GLOBAL DIALOGUE –CHALLENGES AND OPPORTUNITIES IN INTERNATIONAL STUDENT RECRUITMENTE r a s m u s S t a f f W e e k , A p r i l 1 1 - 1 5 2 0 1 6
OUR GREATEST ASSET
• CEU graduate students come together from approx. 100countries each year
• Applications were received from a record 141 countries for the 2015-2016 academic year
• Multiculturalism is a core part of our institutional identity, mission and educational model
OUR GREATEST ASSET
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TOP FEEDER COUNTRIESHungary USA Ghana India Turkey
OUR BIGGEST CHALLENGE
How to engage with prospective audiences from all over the world?
QUIZ
How many higher education institutions are there in the world?
GET RECOGNIZED
• 23,729 universities worldwide (Webometrics Ranking of World Universities, 2015)
• Strong, cohesive branding across any medium helps you stand out from the crowd and strengthens relationship between your institution and your prospective students
GET RECOGNIZED
Cohesive branding
• Supports strategic positioning
• Communicates more effectively
• Enhances audience perception
• Boosts recognition and esteem
• Channels unity and professionalism
• Saves time and money
GET RECOGNIZED
QUIZ
What’s the value of one minute of video in written words?
GET VISUAL
• A minute of video is worth 1.8 million words (Dr. James McQuivey, Forrester Research, 2014)
• 74% of all internet traffic in 2017 will be video (Cisco Visual Networking Index: Forecast and Methodology 2012-2017, Cisco, 2012)
• Videos are more engaging than texts, easy to share and easy to digest
GET VISUAL
• Show around the campus
• Explain the benefits of attending
• Present practical information in an enjoyable way
• Give a feel of life as part of the community
• 2015: Gold Hermes Award for CEU’s recruitment video suite
QUIZ
How many new users are added to Facebook every day?
GET SOCIAL
• Facebook adds 500,000 new users every day; 6 new profiles every second (Brandwatch, March 7, 2016)
• More than a third of prospective students use social media to learn more about universities (Hobsons International Student Survey 2015)
• 17% of CEU’s online leads originated from social media in 2014/2015
GET SOCIAL
• You don’t need to be everywhere
• Social media is a forum for conversation, not one-way promotion
• Students are selective in what they engage with
• Posts should:
– be consistent, short and visual
– be tailored to the audience
– use multiple voices
– be human
GET SOCIAL
The #MyCEU Project
Facebook group for the incoming class
GET SOCIAL
QUIZ
Who influences prospective students the most in their application decision?
GET PERSONAL
• 42% of students say university network (faculty, admissions officers, current students and alumni) is the most influential in regards to their application decision (World Education News & Reviews, 2012)
• 43% of CEU applicants reported the same in 2015
GET PERSONAL
• Local Area Coordinators
• Alumni and current students
• Faculty
• Local educational fairs
• Webinars for prospective students and applicants
• Pre-departure orientation sessions
GET CREATIVE
• Form teams of four.
• Each team will receive one of CEU’s key selling points.
• Plan a creative mini campaign using at least two of the channels/approaches previously mentioned to promote the selling point among your prospective audiences.