Perhaps it was the Saudi and Brazil bump that put your institution in good shape a few years back, with international students flowing in. But, you aren't impervious to changes in the market. Like many institutions, you may now find yourself looking around thinking things seem a bit less rosy.
We are continuously approached by universities and boarding high schools from around the world seeking international student recruiting advice. They are all at different stages of maturity in terms of their enrollment and admissions processes and we enjoy the challenge of figuring out how to resolve the unique problems each of these institutions face.
More often than not, institutions are hung up on the common challenges of people and budget. This is true of most service industries (and, in fact, product driven industries as well). There is no lack of ideas and opportunities. The only thing holding them back is the difficulty of aligning the team (people) and willingness to risk the funds (because there are no guarantees of success).
Often (more often than we all care to admit) we are approached by academic leaders who are desperate. It is late in the enrollment cycle and enrollment numbers are not where they should be. They were once successful and numbers were solid, and now they are not. Budget dollars are extremely tight. And yet, growth is demanded. What to do?
This is the first of a two part series in which we are discussing the all too common mistakes of the desperate. Those who have been in the industry for a number of years have seen this state of affairs at different times: the pressure to produce without the time and resources to do it right. And looking back at those times, we all know what the result was: ineffective and disappointing.
To do marketing effectively, you need experience, creativity, consistent project management (execution) and tracking (analytics). All of that takes time and money. When done well, you are in the strongest position to see results. When done hastily, without solid investment and for short, inconsistent bursts, there really is little opportunity for success.
This is why we do what we do here. We try very hard to keep institutions on the right path. Sustained growth is rare and difficult to achieve. Lean years happen. Our market research and creative agency services keep offer the industry intelligence you need to achieve growth and survive those years. These services do require a level of investment. Intead Plus is a great place to start, with full access to all of our research, planning worksheets, and state of the field webinars.
Read on for our first set of common mistakes academic leaders make when desperately trying to improve student enrollment numbers.