Beyond the school web site – create a comprehensive web presence

to reach international students

Don Sears & Song Hoffman

About Us

• Over 15 years experience in internet marketing and advertising• Sales in media, advertising, lead gen and social media marketing• Responsible for digital marketing and lead generation efforts • Bachelors degree in Meteorology

• Originally from Beijing, China• Ph.D. in International Relations, Flinders University, Australia• Studied, worked and lived in Australia for 13 years before moving to the

US• Over 13 years experience in International Education

Song Hoffman - International Admissions, South Dakota State University

Don Sears - Director of Sales, Envisage International

About Us

Our goal is to empower and encourage students to pursue an international education, and provide them with the tools they need to educate themselves and experience the world.• Neptune Beach, Florida• Started in 1998• Own the largest international student facing network

• InternationalStudent.com • InternationalScholarships.com• InternationalStudentInsurance.com• ELSdirectory.com• Reach - over 7 million students each year

• Business Units• Insurance • Loans• Leads and advertising

About Us

• South Dakota State University• Land Grant Institution: Est. 1881• Location: Brookings, South Dakota• Enrollment: 12,816

• 475 international students -65 countries• 1st Research Institution in South Dakota

• Study South Dakota Consortium • Initiated this year

• Recruit Int’l Students & Promote Study Abroad

• Pool resources to market South Dakota’s Higher Education

• Web-presence, Branding, Build Partnerships, etc

• Internal web presence• Your website, social media, how students find you

• External web presence• Third party websites, social media and search engines

• Study Mississippi & Mississippi State University• Web presence strategy• Best Practices – What works, what does not work• Benefits of the Consortium

• Q & A & Discussion

Agenda

• Super important• Super expensive• Brand awareness• Communicate with:

• Current students• Prospective students• Alumni• Faculty

• Presidents message• Mission of the school• Admissions info• Academics• Programs and degrees offered• Maps, directories, employment opportunities• Athletics, events• Parent resources, student government• And that is the first page! Oh my!

Your School’s Website

“The appearance of a person or organization on the World Wide Web."

How is it Measured?

By the amount of sites an organization or individual has, including • The website• Social Media profiles• Search engine rankings• Amount of search engine real estate

• Super important• Super expensive• Brand awareness• Communicate with:

• Current students• Prospective students• Alumni• Faculty

• Presidents message• Mission of the school• Admissions info• Academics• Programs and degrees offered• Maps, directories, employment opportunities• Athletics, events• Parent resources, student government• And that is the first page! Oh my!

• Confusing• Hard to navigate• One site created for all• Not completely relevant • Hard to find

Your School’s Website

Your School’s Web Presence

33,300 Monthly Unique Visitors

Why is a Web Presence important?

Over 50% of high school Juniors and Seniors say that the web played at least a significant role in the evaluation of an institution

55% of students could not find the information they were looking for on a schools website

18% of students turn to independent websites to learn about cost and financial aid

49% say independent websites are the best way to learn about an institution’s academic programso 31% say blogso 38% Social mediao 52% Search

Envisage International OverviewEmail Marketing

South Dakota State University

• South Dakota is not well-known to international students at all• The University has not been very proactive in international recruitment

• Domestic Vs International Student Recruitment• Campus Visits/On-campus events: Not Feasible• Printed Marketing materials: Expensive & Not Reliable

• Online Marketing & Recruiting• Ensure coverage of targeted group• Ensures timely delivery of information• Deliver information in an eye catching format

International Recruiting Challenges

South Dakota State University

• Strategic Partnership with U.S. Higher Ed Online Marketing Firms• Maximum reach & Branding• Identify partners & recruiting regions• Actively work with them & support their efforts• Envisage International, LearnHub, Zinch, Hot Courses

• Engage your Prospects & Partners• Social Media Campaign – Facebook, Twitter, etc• Webinars, Chats & E-College Fairs

• CollegeWeekLive• Hobsons

• Overseas Media Release• Overseas in-home receptions & Education Fairs

E-Marketing and Recruiting

Case study one

How to Market your School Online

How to Market your School Online

How to Market your School Online

Summary

• Timely follow up is a must!• Follow up with student ASAP• How soon are student inquiries (leads) delivered?

• Need an ongoing communications plan• Weekly touch points• Newsletters

• Know your limitations & available resources• Manage expectations of others • Give it time• Know your goals – leads vs. exposure

Best Practices for Online Marketing

• Hire Envisage International!• Or Hotcourses, Zinch or Hobsons…

• Ask questions• How will you be found• What methods do you use (SEO, PPC, Affiliates)• What are the benefits of social media• What blogs and content will you distribute

•Know what your goals are (likes, leads, communications, brand)•Ask for help

How to Grow your Web Presence