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Recruiting Intelligence

Moving the Needle on Your International Student Recruitment

So your international enrollment numbers are ok, but not what you need them to be.

Or worse, like many of our colleagues, your numbers took a real dive over the past 12 to 18 months.

What steps can you take that will move the needle north? And north of what? How much growth can you expect? Oh, and how much investment will that require?

Let’s just take a breath and point out that, you ask some really hard questions!

Let’s try to answer them…with DATA!

Read on for some concrete next steps...

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Measure What Matters: Build an Academic Metrics Dashboard

What are the Top 3 Metric Areas you should be tracking? Does your answer match ours?

Former CEO of HP, Carly Fiorina, once said, “the goal is to turn data into information and information into insight.” This is the essence of analytics. It’s exactly why you are (or should be!) taking the time to track traffic on your website and social media engagement. It is all for that valuable insight that can introduce you to the student leads you want and help you understand their needs/motivations.

We know we might sound like a broken record but analytics are important. And we know how difficult it can be to get started. The good news is that it’s not as complicated as you think.

Come meet us in San Diego this weekend (a quick jaunt to the sun!?!) to learn more about metrics, tactics and other international student recruiting approaches from experts in the field at our upcoming International Student Recruitment Bootcamp. It is all about What Works Where.

Have you seen our speaker list? A range of experts, our conference faculty, will be on hand January 29-31. Today is the LAST DAY to take advantage of regular pricing. Spaces are limited and going fast. REGISTER HERE.

The Bottom Line: The key to successfully tracking analytics is to set up a system that is easy to use and accessible–your dashboard. Just like your car dashboard, a metrics dashboard stores all your “go-to” data in one place. This can help know how your digital marketing is performing. If you take the time to do this regularly, a big IF based on what most of us have time for, you will spend your marketing budget more wisely every year. If nothing else, your bosses will be proud of you for that ;-)

Trying to collect data without setting up a dashboard is like trying to make a recipe you’ve never made before without the ingredients list. You might know where to find one or two of the pieces of data you are looking for, but you need to know how to piece them together to make a tasty meal. Read on for our list of the Top 3 Metrics Areas we think you should be keeping tabs on. This is the kind of data we think should be on your dashboard to support your international student recruitment efforts.

Pro tip: this is one of those posts you’ll want to share with a select few others on your team.

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U.S. Election Could Significantly Affect Your Enrollment Numbers

 

Learn more in Room CCC, Mile High Ballroom 4DE TODAY at 10AM.

 

If Hillary Clinton is elected President of the United States, will international student enrollment decline in the U.S.? How about if Donald Trump is elected? Intrigued? We have some data you might want to see.

Today, Intead and FPPEDUMedia will be releasing our latest research results with deep country insights to inform your global marketing campaigns. As you seek to maintain or expand your international student recruiting efforts, our data will be valuable to your decision making – where to invest, which programs to highlight in which countries, what messaging to use.

With FPPEDUMedia’s extensive and global international student database, we are able to identify regional trends and inform our digital marketing plans and investments. A remarkable advantage.

This winter, we sent a survey to 1.2 million prospective international students who have profiles in FPPEDUMedia’s database. We asked them how political and economic turbulence affected their plans to study abroad. We asked questions about what influences their actions that we’ve not seen asked before. And we got some great answers. In fact, we received more than 40,000 answers…in just 7 days. Now that’s engagement!

Want the scoop? Read on...

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Zero to Intense Doesn't Work

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...

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Do Your Prospective Students Open Your Emails?

You've heard this before, I'm sure: Students don't read email anymore, they are only on social media. Well that's sort of true.

In our work we have talked to a wide range of students and they actually understand that as they enter the real world, they have to do what those "old" people do to communicate online. They have to use that quaint mode of communication called email.

We hope that our readers who are into digital marketing are tracking their email open rates. This is pretty basic stuff at this point and all of the email marketing tools out there will provide this kind of data to help you evaluate the success of your email marketing campaigns.

The question is, when you look at the data, do you know what it is telling you? Wait, are you even looking at the data you have?

This is the thing with analytics. You need to know what you have and how to use it. And so many have it and don't know what to do with it. 

As you move forward and watch your email open rates, you are going to want to take your analytics quite a bit further. Because the real value of tracking your open rates comes when your digital marketing system allows you to follow the digital engagement path all the way to enrolled!

This kind of tracking takes time and diligence but it is the holy grail of digital marketing. Imagine knowing that one particular email you sent vs. another actually converts 3% more international students to enrolled status. That might make a few impressed eyebrows go up around the office. And with each campaign, you can measure your success.

Our intrepid correspondent, Emily R. Henry reporting from Leiden, Netherlands, is going to give you some insight and some basic tips to produce more enticing emails to your prospective international students. Read on...

~ Ben Waxman

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