Brazil's Potential for International Student Recruitment: A Student's Perspective

Posted by Ben Waxman & Cláudia Osna Geber

Nov 25, 2015 5:30:00 AM

What is the value of having studied  internationally? When international students return home, are they able to find work?

With the recent economic upheaval in Brazil, Cláudia Osna Geber's first-hand experience in that market is invaluable as we consider our international recruiting plans. If you are currently recruiting from Brazil or are planning to recruit international students from this country, Claudia's perspective is a MUST READ.

Cláudia is a native Brazilian who is now living in Curitiba after having lived in New York City with her husband for one year. During her time in the U.S., she enrolled at NYU and Manhattan Institute of Management taking classes in international business and integrated marketing. Cláudia also interned for Intead in our New York City office.

Now in the job-hunt process in Brazil's hyper-competitive market, Cláudia shares with us how her international study experience is being received by recruiters and employers in Brazil. And she shares her thoughts on the value of recruiting there today.

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Topics: Student Recruitment, Brazil, Living and studying abroad, Economy

Chile is Still Hot - International Student Recruiting Profile

Posted by Ben Waxman & Emily R. Henry

Nov 18, 2015 5:30:00 AM

Raise your hand if you are already onto the recruiting potential in Chile. On the fast track as an emerging economy, Chile is attracting more attention from the international community. Chileans see value in receiving an education and gaining relevant experience abroad. Chile’s movement toward a more global perspective will likely help recruiters enhance their recruiting capabilities in the country.

While small by many measures (a population of nearly 17M people and just 8,000 students studied abroad in 2012), Chile's economy has seen steady and consistent growth for the past 35 years. That trend has slowed a bit recently, but the long-term trend is still up and impressive. 

Our long-term readers will recognize the approach this post takes to analyzing a specific country and its potential for international student recruitment. In other posts, we've focused on many Asian and Southeast Asian countries. We thought we'd look to the America's today. And with this post we offer one last plug to the lastest research we will be presenting at the upcoming AIRC and ICEF conferences in December. There are still a few slots left for our 3rd annual ICEF Pre-conference Global Marketing Seminar for Education Institutions.

Bottom Line: While some challenges stand in the way of attracting Chileans to the U.S., 2,513 Chilean students chose U.S. institutions in 2014, as reported by IIE's latest Open Doors Data. The common barriers to international education (language and financial constraints) are beginning to be removed and the U.S. is becoming an increasingly attractive education destination for young Chileans. Well crafted social media campaigns and a solid agent network are likely your best bets for reaching those seeking to study abroad. An ESL program or other language support is going to be an important element for U.S. institutions recruiting from this region. Finally, we recommend focusing on your institution's strongest graduate level academic programs rather than diluting your message by promoting your university overall. Be bold and clear with what differentiates your institution.

Now, let's turn to Emily so she can tell us what time it is in Chile...

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Topics: International Student Recruitment, International Student Admission, Higher Education

Student Retention Depends On Great Customer Experience

Posted by Ben Waxman & Emily R. Henry

Nov 11, 2015 5:45:00 AM

Do you get a lot of credit card offers in your mailbox? We certainly do. Those banks are paying a tremendous amount for all that direct mail. And they have analyzed the ratios and response rates to know beyond any doubt that RETAINING a current customer is FAR less expensive than RECRUITING a new one. Yet they still know that spending marketing dollars to get a new one is worth it, if done right. 

This week is about recruiting and retention.

Last week we borrowed from grocery store market research to learn about marketing your student outcomes. This week we will borrow from industry again to consider how international student experience relates to student retention. In other words, how to keep your customers happy. (Hint: listen to them).

We know that student retention is important. Your goal is to get them in the door AND see to it that they earn their degree. That produces satisfaction for everyone involved, on many levels. Here’s the thing: NAFSA’s research says your perspective on what keeps a student is likely different than the student’s perspective on the same thing.

Bottom Line: Current research from NAFSA suggests that international students want more internship and job opportunities and they will move around to find them. Setting clear expectations about what you have to offer before students arrive and listening to what they are really seeking from you will go a long way toward creating the student experience that results in retention and degrees earned.

We are full of questions today, and Emily is ready to step out of the box and tell us more about how student experience drives retention. And how you can drive student experience.

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Topics: Career Services, International Student Retention, Jobs & Internships

Education Outcomes and Marketing Your University

Posted by Ben Waxman

Nov 4, 2015 5:30:00 AM


This week we want to compare your university education to roasting a chicken. No, really.

We want you to consider a lesson learned in the grocery industry about marketing. What in the world would your international student recruiting plans have to do with roast chicken you ask? Perhaps not quite as much of a stretch as you might think.

Here at Intead, we are always looking at what industry does, how it markets, what it tracks. And we apply those lessons to academia. It keeps us on our toes.

Bottom Line: Supermarkets learned a while back that advertising focused on cooked meals attracts customers better than showing raw ingredients. For university enrollment, focusing on jobs and outcomes is critical in today’s academic marketing. The message resonates with students and parents alike. So you might want to rethink all those images of happy students on the quad, or engaged in classrooms. The ascending career needs to be present, and perhaps even dominant, in your advertising.

We will be discussing these approaches to academic marketing at the upcoming AIRC and ICEF conferences in December. Are you going? We’d love to meet you face-to-face instead of keyboard to screen! There are still a few slots left for our 3rd annual ICEF Pre-conference Global Marketing Seminar for Education Institutions.

More on using outcomes in your marketing below.

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Topics: Marketing, Conferences, Career Services, Higher Education, Research data

The Power of List Segmentation Part III: So You Want More International Applications, Right?

Posted by Ben Waxman & Emily R. Henry

Oct 28, 2015 5:30:00 AM


Here comes our third and final post about audience segmentation in our three part series! This one talks about which influencers are most powerful for you. At the end of the post, we offer you a link to pre-register for our soon-to-be-released research and a segmentation worksheet. And below, Emily will hook you up with links to the first two posts on segmentation in case you missed them.

We get pretty excited about this stuff. It is a bit of an indicator that you are a tech geek among tech geeks when the office humor that gets the most laughs is a joke about spreadsheets. This embarrasses us, but there we are.

Let us teach you more and in person. Join us at the AIRC and ICEF conferences coming up in December. There are still a few slots left for our 3rd annual ICEF Pre-conference Global Marketing Seminar for Education Institutions.

The bottom line on audience segmentation: List segmentation can be daunting when you consider all of the regions you want to reach along with the student motivations and education levels in each of those regions. There is a lot of messaging and content to develop. Nevertheless, this is how you get more international student applications and make your international student yield higher. You wouldn’t market your institution to Texans the same way you’d reach out to Minnesotans, would you? Different international markets require different approaches. So many institutions simply dump all prospective “international students” into a marketing bucket called “INTERNATIONAL.” We hear it all the time, “Let us show you our ‘international’ recruitment brochure.” That might have worked five years ago, but today, to stand out from the crowd, take the time to segment and implement a marketing plan (message, content, dissemination channel) to each group. Success follows.

Emily will now take you through a more detailed look at who might be your strongest messenger and how to push the information out there. Don’t miss the handy step-by-step at the end.

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Topics: Student Recruitment, Segmentation for Higher Education, Content Marketing, email segmentation

The Power of List Segmentation Part II: What's Motivation Got To Do With It?

Posted by Ben Waxman & Emily R. Henry

Oct 21, 2015 5:30:00 AM

In last week’s blog post we introduced you to our mini-series on email segmentation. As promised, Part II of email segmentation is here with insights into student motivations and influencers, and how to make use of this data for your international student recruiting.

Generally segmentation–along geographic, demographic and interest lines–is helpful. What data-driven surveys have done is broken down groups of people to help you, as a recruiter, discover what motivates students to seek out your campus. Your university is, after all, a world away. So students must be motivated to come to you for an education.

The market segments we discuss below are common to most students no matter where they come from. Yet, each segment has different influencers based on what part of the globe they come from. There are so many ways to parse the data. No wonder so few institutions take the time to implement this granular approach to marketing. You can bet clothing retailers are doing this stuff with their digital marketing.

Retailers use CRM (customer relationship management) platforms and employ small teams of people to write copy and develop marketing approaches for each clothing line based on audience segmentation. They commit the resources to meet each audience segment with the right information to help them make an informed decision about a purchase.

Bottom Line: We certainly see parallels with how retailers and universities can communicate their offerings to audience segments. What we don’t see is a parallel commitment of resources. Easy to find excuses in strained budgets, etc. A tired refrain. Those committed to growth and success commit funds to reaching the right audience with the right information.

Meet us at the AIRC and ICEF conferences coming up in December and we can teach you a whole lot more. Our ICEF Pre-conference Global Marketing Workshop for Education Institutions is filling up.

Now let’s turn to Emily and find out what she’s researched on this topic for us this week…

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Topics: Student Recruitment, Segmentation for Higher Education, email segmentation, Motivation

The Power of List Segmentation Part I: Are you already doing this?

Posted by Ben Waxman & Emily R. Henry

Oct 14, 2015 5:30:00 AM

Our recent blog post on creative, personalized digital marketing really resonated with our readers. Did you catch that one? (Catch up HERE). Creativity is great, of course, and today we talk about how to apply that creativity to the right leads. In fact, we are going to give you plenty of details over the next few weeks on the power of segmentation as you recruit international students. (Tip: you may want to share this post series with a few key colleagues.) 

Our team (Elizabeth Frederick, Jen Thayer and Maggie Li) will be at NAFSA Region XI October 20-22 giving presentations on digital marketing and how to target your international markets. Please be in touch if you will be there and would like to set up a meeting (or get a bag of our custom m&m’s). We’d love to hear about where you are succeeding and provide some guidance where you face challenges.

Bottom Line: by segmenting your international student leads based on geography, academic interest, TOEFL scores and other demographic information, your creative content will engage in a way that stands out from the competitive crowd. You are going to need some help to do this kind of work including a CRM (customer relationship management) platform that gives you the ability to design flexible landing pages quickly and easily. You’ll need someone on your team who knows how to write great content to your different segments and someone who knows how to manage lists and track results. Don’t be daunted. This is where digital marketing has already gone. If you are not doing this already…your lunch is about to be eaten by others.

Now we turn to our international blogger Emily to give us the low down on international list segmentation and email marketing.

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Topics: Recruitment Strategy, Content Marketing, email segmentation

Successful Recruiting Agents Look Like This

Posted by Ben Waxman

Oct 7, 2015 5:30:00 AM

Recruiting agents are increasingly used by our university clients these days. There is far more ease in the move in this direction since NACAC removed a significant barrier. As institutions consider the options, it is important to understand how to use agents well. It would be nice if someone were to write a book about that, don’t you think?

Turns out there is a lovely online resource, an e-book that your peers have widely contributed to, reviewed and accepted as a valuable source. You can download it for free right HERE.

As fortune would have it, this e-book was written and produced by Intead (heard of those guys?) and more than 2,000 downloads later, the e-book continues to find its way into the hands of admissions teams researching best practices.

Bottom Line: Agents are a reliable way to outsource your sales processes to distant lands ONLY IF you put real budget dollars behind making those sales representatives well-versed in your university’s selling points. Sales reps can’t sell a product they don’t know well. Meet us at the AIRC and ICEF conferences coming up in December and we can teach you a whole lot more. Our ICEF Pre-conference Global Marketing Workshop for Education Institutions is filling up.

Now for some perspective on what agents do and how to figure out if they are doing it well for you.

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Topics: Conferences, Recruitment Strategy, Agents