If we said it 1,000 times—and we probably have —it still wouldn’t be enough. Audience Segmentation is the fuel that drives your email and digital marketing to the next level. By segmenting your prospective international students based on geography, academic interest, TOEFL scores and other demographic information, your creative content will engage them in a way that stands out from your competition.

Here’s the thing, of the 4,000+ universities and colleges in the U.S., only a handful are doing this level of marketing. So, if you are wondering if you should make the effort…uhm, YES!

So the Intead team has created a worksheet that spells it out in 9 steps. Want to download a copy to share with your staff? Read on...

What if recruiting international students was as easy as looking in your own backyard? OK, maybe not literally in your backyard. But, there is certainly a lesser-tapped market that is closer than you might think. (And we found this beautiful photo of a typical American front yard and really wanted to use it  ;-)

In 2014, the Institute of International Education reported that 73,019 international students were enrolled in secondary schools in the United States. And of those students, 67% were seeking their secondary diploma. Exchange students, as well as domestically-based international students, are an important target group. They have knowledge of the culture, language and education system in the U.S. and they are easily accessible in the high schools just down the road from you!

Bottom Line: There is plenty of potential for recruiting international students from within the U.S. secondary school system. These students typically have a much easier time adjusting to post-secondary education in the U.S. at a university. But, recruiting them is different than the process your recruiting team might use when attracting domestic students. If you are using your domestic student marketing approach with the international students in your backyard, you are not reaching this target market effectively. Emily can add to your perspective here and share a few tips you might want to pass along to your domestic recruitment team.

Have we talked enough about telling compelling stories lately? If we haven’t, here is a friendly reminder. Compelling content is key to engaging your target audience. And as a university, your target audience happens to have some of the most tech-savvy people on the Internet today…and not because of their technical training, simply because of their age. Seems like they were all born with a cell phone in hand.

What we’re saying is, your prospective domestic and international students spend a lot of time online and on social media. They visit university pages to find out more information about academics and programs, and they visit universities’ social media pages to learn more about the culture, campus, the surrounding area and student life.

They want to know, “Will I fit in here?” and then they go online thinking, “Let’s see what their social media feeds look like.”

Here’s the Pro Tip: When they check out your social media, there better be some compelling videos: Inspiring. Clever. Goofy. Engaging. Convincing.

Let’s check in with Emily who found some excellent (totally worth the click) examples to point us in the right direction. Congratulations to both of our winners: two more universities have won the coveted Intead Award for Creative Engagement. 
(Framable certificates are on their way!)

Over the past two weeks we have shared data and tips on how to stay relevant in the international student recruiting market in Africa. Starting with a broad overview of this market, our first blog post of this series Africa's Competitive Edge (Part I) showed the positive trends and opportunities for recruiting in African countries. Nigeria (Part II) took a closer look at one specific market, and the trends of students studying abroad and how to market to them in this country. In this Part III post, we will explore the international student recruiting landscape and prospects in Kenya.

Touted as the Silicon Valley of Africa, Kenya is one country that has been a focus in recruiting since it graced IIE’s list of top 20 places of origin in the early 2000s. However, steadily since 2003, there has been a decline in the number of Kenyan students studying abroad. Between the 2013/14 and the 2014/15 school years, the number of students coming to the U.S. from Kenya has dropped 4%. Restrictions for students have become tighter and competition from within Africa is becoming fiercer. Still Kenya is the number two sending country of students to the U.S. (3,072) behind Nigeria (9,494).

Kenya is hoping to hold on to the slight economic boost they received at the end of 2015 from their growing agriculture sector. Hopefully, this kind of growth will empower more Kenyans to study abroad. Though the U.S. still beats the UK and Australia in the number of Kenyan students they are able to recruit, universities in the U.S. may still struggle to provide affordable options for Kenyan students, especially as the number of advanced study options in other African countries continues to grow.

Bottom Line: Schools outside of the African continent will need to use local connections and targeted digital marketing to attract Kenyan students to specific academic programs. Emily has some tips on how to do that and which programs might be most attractive in this valuable market. And she'll tell you why that beautful picture above represents great job opportunities for the right graduates...

In last week’s introductory post Africa's Competitive Edge on international student recruitment in Africa, we set the scene. Though the economies in many countries have seen hard times recently, the momentum of students in both North and Sub-Saharan Africa seeking to study in the U.S. and other places around the world is increasing. Documenting the trend: increasing numbers of competitive SAT scores being sent from Nigerian students to U.S. universities.

Today, we will share our thoughts on the trends and opportunities of student recruiting specifically in Nigeria—the largest sending country in Africa in 2015. Almost 9,500 students from Nigeria are studying in the U.S. today. Let's look at a few ideas about how to market to this particular group of students. There is a lot to learn about this country to be successful in your recruiting efforts. We want to get you started.

Have you been to Nairobi? Vibrant city there. International student recruiting options? Yeah, worth evaluating.

There are a number of African countries that interest us as potential international student recruiting pools. Like other regions of the world, many countries here are experiencing very recent economic pain due to dropping oil prices. In addition, competition is growing from a number of higher education institutions within Africa – primarily in South Africa.

This continent is a difficult territory to navigate as a student recruiter. And given some of the recent increases we’ve seen in international student mobility from some regions on this continent, we wanted to see what we could learn. And of course, we wanted to share that with you.

Today and for the next two weeks, we share insights in our three-part series about recruiting from select markets in Africa. Part I, below, provides a larger picture of Africa and the trends of international students studying abroad. Parts II & III will take a deeper dive country focus on Nigeria and Kenya and the potential for recruiting international students from those countries, as well as tips on how to reach them using the most promising marketing channels we could identify.

The Bottom Line: The reality is that many other destinations are more sought by your U.S. recruiting colleagues. African markets are less so. And therein lies the opportunity. The less traveled path represents the less competitive path. Consider how nice it would be to be among the top ranked universities at a college fair. Is that possible for your institution in Beijing? There are market opportunities and then there are market opportunities. Depends on who you are and what you are willing to put into the hunt for international students.

Let’s find out what Emily, our American international student stationed in Leiden, Netherlands, can teach us about this vibrant part of the world.

Been at the gym and seen people working out for what is clearly the first time in a very long time? Have you seen them put the machine on some ridiculously high setting right out of the gate? Disaster waiting to happen, right?

Our regular blog subscribers have heard us talk about testing your digital marketing to international student markets before setting the dial to “intense.” I thought I’d take a moment to explain the rationale and the approach.

Bottom Line: Small marketing tests—that look at the combination of distribution channel, timing, message, content and design—are going to lead you to large scale success if you take the time to do it. To do this well, you need an innovation budget to allow for failure. Yes, failure. Why? Because you learn from failing and when you fail fast and cheap, you achieve success with confidence. With digital, this is the way of things.

What you really want to know: How many clicks? And importantly: How many conversions (applications and enrollments)?

Read on...

How many mobile devices do you have? You got your cell phone, your tablet… Turns out in Saudi Arabia, a heck of a lot of people have more than one mobile device, too. We Are Social reports that the number of mobile subscriptions as a percent of total population = 173%.

Yes, More mobile subscriptions than there are people! So, we’ll ask you again, as we have in so many of our posts, is your international student recruitment content mobile friendly?

Let’s get to the point of this post: Saudi student recruitment. In the last few years, students from Saudi Arabia have certainly left their mark on international higher education. With the growth of government sponsored scholarship programs, such as the King Abdullah Foreign Scholarship Program (KASP), the number of students from Saudi Arabia studying in the U.S. for the 2014/2015 school year jumped to just about 60,000. That's an 11.2% increase from the previous year, according to the International Institute of Education (IIE). With numbers like these, you should be paying close attention to this market.

And most of you are. Paying attention that is. In our conversations with our colleagues at many institutions, we hear concern. A strong reliance on Saudi Arabian students to help meet recruitment targets might be leaving institutions vulnerable. Not unlike the reliance many schools have on Chinese or Korean students. When the political or economic winds blow, it affects a significant swath of your international student population.

You are not alone in this vulnerability. So we asked Emily, our international blogger, to dig into the international student recruitment scene in the land of Saud and let us know where and how to focus our recruitment efforts. As usual, she did a great job and found some really interesting research.

BOTTOM LINE: Potential changes being enforced by the Saudi Arabian Cultural Mission (SACM), are affecting how many Saudi students are studying abroad and the funding available. However, many Saudi students are able to pay their way, independently. When recruiting in this particular market, it will be essential to brush up on your Saudi cultural knowledge and reach out to prospective students online. Mobile phone apps, YouTube content and targeted landing pages will put you ahead of the competition and help you meet your recruitment goals. There's a lot of information in this post, read on...

The heart of America seems to be catching the hearts of more prospective international students. A blog we published in 2013 highlighted the fact that Ohio universities have been growing their international student population twice as fast as California or New York universities for the four years prior to the article. (There’s some good data there; that blog post is worth a look.)

Since then, many Midwest institutions are stepping up their investment in world class international recruiting efforts that focus on core differentiators: affordable tuition and living costs, great international student services, a perception of a “safer” environment and American students who speak English without an accent (yes, that is a selling point). 

So here’s the pro tip: universities in the middle of the country interested in attracting international students need to play up the academic programs that make them strong and different and not always go head-to-head with competitors on the coasts where touting business and engineering is always the thing. Consider agribusiness and water/environmental science. Why, you ask? Emily is about to take us through the rationale — and the data tells the story. With so much to consider, I hope you know that we are here to help you figure all this stuff out.

We talk a lot about digital marketing content that makes waves. No matter what your message is, it can’t inspire prospective international students unless it is noticed.

Here’s the thing, when international students search, will your institution come up in the results? Depends on where and how they search, right?

With digital marketing, there are many ways to get your message and content out there in front of those student searchers. And get this, some of the ways are absolutely free.

Yes, there is a set of international websites that will list your academic institution for free.

Bet you wish someone would gather those sites up into an easy list with some summary information. Heck, why not add the global ranking and unique visitor counts while they are at it? Who would do something like that for you?

Why, Intead of course!

We tasked Jacqueline Roodbaei, our fabulous international student intern from Hanze University in Groningen, Netherlands, with the assignment. Lucky for you, she’s been working in our Boston office researching all kinds of things for us since September and this project was a no brainer for her.