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Recruiting Intelligence

Recruiting Intel Digest: The Most Useful Stuff from Q3 2021

No quiet summer here--things have only sped up this quarter as institutions recalibrated their approaches to the ongoing hurdles and opportunities of the pandemic. With innovative thinking and disciplined strategy, your colleagues are tackling the big issues of the fall and considering how to adapt for spring and fall 2022. Today’s post points you to some of the high-performance best practices we’ve shared over the past 3 months to help during these times of uncertainty. 

So, grab a cup of coffee and before you finish it, we know you’ll be sharing links from this Q3 2021 wrap up with your enrollment team and colleagues with the power to make positive change for students around the world.

Read on for our quarterly recap of Intead resources available to you — all in one place. Plus, a preview of what’s coming next. But first:

PARTICIPATE AND LEARN: Opportunities up stay current and up your game:

  • October 5, NAFSA All-Region Summit Session: UMBC and Intead present “0-60 Internationalization” — Register HERE.
  • October 12, AIRC hosted Webinar: Technion Israel Institute of Technology and Intead present “Shifting Student Perspectives: Digital Marketing Now” — Free to AIRC members and $45 for non-members. Register HERE. (If your institution is not an AIRC member, hit us up for a code and we'll see about getting you past the velvet ropes.)
  • IIENetworker fall issue publishes Intead’s 2021 market research on Indian and Chinese student mobility. See below for a link to the magazine full of insights.
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Marketing Culture. What’s Yours?

We’ve all heard about how company culture eats company strategy for lunch, yeah?

Last week, we wrote about how folks often confuse strategy and tactics. And we gave a little side eye to those colleagues among us who use the word “strategy” to appear smart and make others feel less than.

The cheat sheet on that one: replace the word “strategy” or “strategic” with “different” or “differentiation” and you’ll be able to get to the nub of the discussion topic quickly. Strategy has everything to do with position in the marketplace, which means how you stand out and leverage your differences against the competition. Tactics are all about the marketing tools and channels you use to make your institution’s valuable differences shine, be heard, and understood.

But in academic marketing (and virtually every other operation we can think of), how we achieve our strategic differentiation, how we meet our institutional goals, has everything to do with the team we have to do the work (the team that creates and delivers the product).

An interesting observation here: academic institutions really are all the same, right? Sure, there is R1 and R2, public and private, not-for-profit and for-profit, 4-year and 2-year, but these categorizations, when you get down to it, are not that significant, at least at the undergraduate level, right? They are all producing the same thing and in the eyes of the consumer, what is really different? They all have the same administrative and academic departments. And the rankings are a sham anyway, right?

Read on for how to counter that sad and ineffective point of view.

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So That’s Your Strategy?

People look smart when they reference strategy. It elevates any discussion to greater importance as soon as the word strategy enters. Often, it gets others in the room thinking, “Right, maybe I’m not thinking about this strategically.” Followed by the thought, “What exactly would a strategic version of this discussion look like?”

The idea of strategy is often misunderstood. I fully admit, it really can be difficult. I can’t tell you how many discussions I’ve been in where people describe their tactical execution plan as the strategy. 

A simple example of why folks get confused, and I’ll use what we know best, the world of marketing: Your marketing strategy to enroll more students requires great marketing content. Content is a tactic you will employ to achieve your strategic goal. Yet, you will need a content strategy to be successful. So, content is not a tactic. It is a strategy, right? No, it is a tactic in this scenario. A tactic that needs its own strategy.

Oy vey.

Our team, of course, lives in the world of marketing strategy, planning, and execution. Today's post shares some insights into how to simplify the discussion and confirm when you are employing a strategy vs. discussing the tactical execution of any given initiative.

Read on and maybe we can shed some light on how to actually be smart in the discussion, not just look smart.

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Old Swag, New Swag: Do You Need An Update?

Making a statement through promotional swag in 2021 has a more profound impact than in years past. With student ambassadors taking a power position in marketing and influence, your institution’s brand sent out virtually and in real life (#IRL) can provide a unique statement that sets your university apart from the others. And if not apart from others, at least with them.

Tech-savvy students want something they can share online to brag their swag. It’s always been about expressing pride and being cool. The in crowd knows before anyone else. Except that the out crowd often defines what is going to be next. 

Confused? We get it. You’re not in the demo.

To help all of us in the “wrong” generation try (desperately) to get with it, the Intead team recently took a deeper look into student ambassadors and the potential for success. You can revisit those insights here. And while you are considering who your institution’s greatest ambassadors are, know that they are totally gonna wanna sport that beautiful half-zip hoodie with the phone pocket.

As you prepare for the Fall 2021 re-entry into the classrooms and virtual Zoom rooms, let’s take a look at what is topping the list of popular swag items for the university set. Read on. 

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Recruiting Intel Digest: The Most Useful Stuff from Q2 2021

Ambiguity continues as we head into summer 2021. Will international students obtain visas for this fall in time for August orientation? 

We know the US Embassy in New Delhi and the four Consulates in Mumbai, Chennai, Hyderabad and Kolkata are working it double time to process the same visa volume they had in 2019 but in just 2 months. Go team!

And we know that Chinese student visas are facing a time crunch and additional challenges around the approval rules, especially students admitted to STEM graduate programs. 

While optimism is an important element of any future-focused initiative, facing reality and ensuring your plan can adapt to those realities is more than prudent. It is required. The reality here is that there are significant headwinds that appear insurmountable. Highly unlikely that the enrollment numbers will bear out this fall for many US institutions. Application volume is creating unsupported optimism in this case.

We’ve reported on these topics, collected and interpreted data from multiple sources, and released analyses during this past quarter. From presenting two sessions in partnership with our esteemed academic leaders and global partners at the 2021 NAFSA, to publishing a market research report on the new Indian mindset on US schools, this has been an important quarter for shared insights.

So, grab a cup of coffee and before you finish it, we know you’ll be sharing links from this Q2 2021 wrap up with your enrollment team and colleagues with the power to make positive change for students around the world.

Read on for our quarterly recap of Intead resources available to you — all in one place. Plus, a preview of what’s coming next…

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Quick Hit Digital Campaigns: Performance Benchmarks (3)

We can’t dive into our digital marketing insights this week without first acknowledging where we are right now here in the US. As human beings, we share an acute craving for security. Such a strong desire for a return to “normal”.

This desire for safety cannot stand in the way of our need for change. We, as a community, stand for diversity of thought, culture, and expression. We stand for academic exploration and shared knowledge.

Our team brings the fortitude and commitment to stand day after day and stare straight ahead. We will continue to embrace opportunities to be in this community together, with each other and for each other.

Remember where to look when you need support and encouragement. Courage grows with numbers. We will be here, standing up for our shared ideals for as long as we are able.

And with that weighty and heartfelt commitment to all of you, we will turn to the business of the day with a much lighter tone—

We don’t usually endorse cheating off your neighbor’s paper, but today, we’re making an exception in the spirit of moving us all forward.

We’re excited to share this work with you: actual digital marketing campaign results from a campaign we recently ran for a US institution targeting international student prospects in Colombia and South Africa. We’re offering you a case study with real, granular detail straight from our marketing dashboards to help you answer digital marketing’s most common questions:

  • Am I doing this right?
  • What should I measure?
  • What does success look like?

Read on for a case study snapshot and to download the full version for yourself. We’re talking real performance data here, including top performing creative assets, actual CPC, CPM, and conversion data, and more.

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Quick Hit Digital Campaigns: Performance Benchmarks (2)

Listening to a radio interview this past weekend, I heard a fantastic analogy from a recording artist describing why she collaborated with others on her most recent album:

When you go to the playground and bounce the ball off the wall by yourself, you know how it will bounce back to you.

Collaborating with other talented people produces more than you can produce by yourself. And it often produces the unexpected bounce that takes your project to the next level. Today we will look at a digital marketing case study for a campaign we ran in India, Brazil, and the U.S.

This is our second post in our enrollment management series addressing the question of how much of a media budget do you need to succeed with your digital student recruitment campaigns?

The answer: Benchmarks are the signposts to improvement and success. When you run campaigns, you capture the data that tells you how to improve. Collaborate with us and we will help you get the desired campaign bounce (not bounce rate – that’s something entirely different ; -)

We are providing our community with case studies offering a level of detail you simply do not find out there. We look at case studies offered up on other websites and often we are perplexed by what their definition of “case study” is. What we are providing: actual campaign results to help you know if you are doing things right.

Our recent enrollment marketing campaigns for a range of institutions have targeted student audiences in Kenya, South Africa, Ecuador, Colombia, Brazil, Italy, France, India, and of course, the US. Campaigns on the horizon will target recruitment stalwarts: China, India, and South Korea as well as Australia and Canada.

Pro tip: you’ll want to share these posts with your team. Better yet, get them to subscribe to our blog.

And here is a link to last week’s Intead Blog and Case Study about Kenya and Ecuador in case you missed it.

Read on for perspective on the talent and budget needed to make your next digital student recruitment campaign even more successful.

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Quick Hit Digital Campaigns: Performance Benchmarks (1)

How much of a media budget do you need to succeed with your digital student recruitment campaigns?

The answer: Benchmarks are the signposts to improvement and success. When you run campaigns, you capture the data that tells you how to improve.

For the next few weeks in this enrollment management series, the Intead team will share what marketing agencies rarely, if ever, share publicly: real campaign results to help you know if you are doing things right.

Just looking at some of our recent enrollment marketing campaigns for a range of institutions, we have targeted student audiences in Kenya, South Africa, Ecuador, Colombia, Brazil, Italy, France, India, and of course, the U.S. More campaigns on the horizon will target recruitment stalwarts: China, India, and South Korea as well as Australia and Canada.

Do you see any of your target audiences in this set? Thought so.

Pro tip: you’ll want to share these posts with your team. Better yet, get them to subscribe to our blog.

Read on for perspective on setting leadership’s expectations for future success, what to throw into a campaign (talent and budgets), and the real, detailed benchmarks to measure your performance. Yes, all of that (but you have to read to the end to get it ; -)

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