In many countries where you are currently recruiting, parents and families are an important part of the study abroad decision-making process. In some European and Asian countries, parents play an especially vital role in helping their children decide where to study - especially at the boarding high school and undergraduate levels. And they play a pretty influential role at the graduate level as well (though the students would have you believe otherwise).
Though it may be a bit more challenging to reach parents with your marketing, this influencing audience is so important. Facebook, live chats and online forums are great places to engage parents and bring them into the decision-making process. Of course, China needs a different approach. China always needs a different approach!
Bottom Line: We discuss segmentation a lot. By demographics, geographics, programs of interest. Academic marketers segment their student audience in many ways. Parents are another segment of your overall recruiting plan that you should be considering. They need specific messaging about safety, quality of academic programs, job prospects (outcomes) and other factors when deciding to send their child abroad. And, Pro Tip 1: they like institutions that are close to large international airports with major metropolis shopping nearby. Pro Tip 2: local language (nuf said!).
Finding online communities where parents are active is a great way to make sure your influential messaging gets to them.
Meet us in D.C.! Intead is off again to AIEA in Washington, D.C., next week from February 20-22. We’ll be participating in a presentation on Tuesday, Feb. 21 at 5pm: Harnessing Language Schools as University Pathways. Niagra University and Salem State University will share their plans to take their language instruction programs to the next level and we will offer our perspective on how to align global marketing plans with language program recruiting efforts. We would love a chance to speak with you one-on-one! Let us know if you will be there.
Read on for tips on how to engage international parents online...Read More