intead webinar-how-do-universities-market-to-the-world-now

AnInteadwebinartoaddressglobalacademicrecruitmentmarketing inthenewpoliticallandscapeThursday,December15,2016

What we know

A framework for this discussion

What we can learn / What we wish we knew

How we approach this

Discussion Topics

This is about an approach to marketing• Marketing strategy

• Marketing processes and tactics

• Messaging

This is NOT about politics• Not about gloating or commiserating

• Not about providing therapy (which we likely all need, regardless of the election results)

Everyone gets• Opportunity to ask questions along the way (they will be moderated by Elaine)

• This slide deck as a pdf

• Link to recording of this webinar (let’s hope I don’t say anything that gets me in trouble)

Discussion Framework

What we know



Discussion Topics

A framework for this discussionP

Deliberately Build a High Quality Partner Network

Nafsa RegionXI2016Presentation©Intead.Allrightsreserved.

Build Deliberate Relationships

Take a Holistic Approach

Be Mobile Friendly

NumberofGlobalUsers(inMillions)

Visit Intead.comtodownloadfreeresources

Be Mobile Friendly

Be Nimble (as an institution…?)

Be Creatively Engaging

Build Reliable Processes

Build a Reliable Marketing System

Engage in Continuous Feedback and Improvement

2Days

EMAIL

11Week

EMAIL

2EMAIL

32Weeks

EMAIL

41Month

Prospect

CONTACT FORM

Whatisaninquiryworth?

Use Marketing Automation Systems

External Sources• IIE Open Doors

• Google Analytics

• Linked In

• iGraduate International Student & Agent Barometer – Benchmarking

Internal Sources• Admitted Not Enrolled Survey – helps identify target messaging

• International Student Focus Groups

• Tracking Incomplete Applications – helps convert previously engaged leads

• Lead Engagements (international fair leads and email campaign open rates

and click rates) – helps identify best engagement marketing

Use Data

Racial violence against Indian students in Australia became national news in 2009-2010.

600,000 international students became 485,000 between 2009-2012

The ICEF Monitor captured the fall out in an article in October 2012 and it wasn't pretty:

The sector’s downturn has also been expressed in these forecasts:• 27,000 jobs lost including 7,300 in educational institutions and college collapses• 23% fewer students in 2013 compared to 2009•The value of education as an export down by 22% in 2013 since 2009•A bottoming out of the sector at AUS $14 billion in 2013 from a high of AUS $18 billion in 2009

Be Informed and Plan for Success in the Face of Challenges

Australia’s Recovery

~ 645,000 international students today

Primary Actions Taken:Streamlined visa processesImproved job eligibilityInvestment in foreign university partnerships

PPP

ArgentinaBrazilChile

ColombiaEcuadorMexicoPanama

PeruVenezuela

ItalySpain

United KingdomAlgeria

United Arab EmiratesIndonesia

IndiaMalaysia

PhilippinesThailandVietnam

97%

1.2 million Students

40,442 Responses 7 Days

Students from 118 countries answered the 14-question survey

14 QuestionsA Quick Look at the Intead/FPPEDUMedia 2016 Research

Political Influences

Less likely to study in the U.S.

if candidate is elected…

60.0%3.8%

40,442 Responses 7 Days

Students from 118 countries answered the survey, resulting in

Impact of U.S. Presidential election


Loss of annual financial contribution of international students

$300 million $4.75 billionIIE estimated per student annual impact on U.S. economy: $31,600

250,000 new international students projected for 2016/17


Potential economic impact


Thailand 24.6% TRUMP

Thailand 7.4% CLINTON

Mexico 79.8% TRUMP

Mexico 4.2% CLINTON

Average: 3.8%

==

Average: 59.5%




Political InfluencesImpact of U.S. Presidential election

MexicoHRC: 4.2%DJT: 79.8%

Colombia4.5%

66.5% Venezuela2.8%

63.5%

Ecuador4.9%

69.8%Brazil2.8%

49.2%

Panama2.8%

60.6%

Chile3.7%

59.8%Argentina

1.7%53.6%

==




IndiaHRC: 5.4%DJT: 38.7%

==

Vietnam4.1%

40.4%Philippines

4.6%57.8%

Malaysia8.5%

50.9%

Indonesia6.6%

48.1%

Thailand7.4%

24.6%




What we know




Discussion Topics

P

P

What we know



P

Discussion Topics

OperationalStrategic

Immediate needsMarketing approach, messaging, timing

P

• Evaluate financial realities with senior leadership• Take steps to align internal stakeholders• Proactively get involved in advocacy

Strategic

• Set up international student scholarships• Invest more in international student services

Operational

• Timing – Be sure your marketing appears authentic compared to national news

• Find promotion partners / form coalitions to tell the positive stories

• Segment your international audiences – invest in areas that are most promising for your institution

Marketing Approach

Marketing Approach – Messaging

• Fine tune your international student messaging• Consider your parent messaging – a critical

audience• Focus on academic program messaging given

the new pro-business climate

Immediate Needs – Talking Points

• Denial in the face of news coverage is a non-starter. Inauthentic won’t work with student audiences.

• Confirm your campus is a safe place to live and study.

• Focus on the academic and career advantages your institution provides. This has not changed.

• Tell the positive stories about international students and share them broadly. Use video.

What we know




Discussion Topics

P

P

P

Submit Your Questions

We will launch our next survey to the FPPEDUMedia database of 1.2M+ prospective international students.

What questions would you like to see answered?

Send them to [email protected] by 12/28/16.

Learn More With Us: www.isrbootcampconf.org

Industry Insights

For more information, please contact

Ben Waxman, CEO & co-founder: [email protected]

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