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…