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Recruiting Intelligence

Case Study in High-Value Regions: Bangladesh + Vietnam

 

Market diversification is one obvious answer to sustaining enrollment numbers. How to successfully go about it, however, is often less obvious. Looking beyond your own campus to see how others are doing it can help. So, we have a story to share. 

If you've seen our other case studies, you know we share more concrete details and data than any other agency out there. We want to make you that much more dangerous and demonstrate the value of investing in customized, creative, and well-tracked paid campaigns.

In 2021, a mid-tier, public, Midwest regional university needed to recruit international students. It’s a student segment they’d had success with in the past, but Covid, as it does, threw a wrench in their recruitment efforts. It became clear they needed new ways to reach prospective students residing overseas. We know you were wrestling with this very issue at the time, too. We all were. 


Find us at AIRC and ICEF. Let’s connect! 

The Intead team is gearing up for some amazing presentations and we hope you can join us. 

  • AIRC Annual Conference – As you read this, our team is in Phoenix offering our full-day digital marketing workshop. If you are at the AIRC conference, please look for us here in Phoenix, Dec 6-9, 2023 
  • ICEF North America Workshop in Miami, Dec 11-13, 2023. We'll be offering a half-day workshop on Dec 11 and meeting with everyone on Dec 12-13.

Let us know if you’ll come share a cup of coffee and a conversation about all things global and digital (info@intead.com) 


Back to the results of our digital campaigns in Bangladesh and Vietnam.

With a media buy budget of $35,000, the institution was admittedly skeptical they’d be able to make any meaningful progress in a new market. We always want more wiggle room with our media buys, but we also felt certain they could succeed, with the right approach. They trusted our experience and the market research we delivered.

Our mission: understand who and where the prospective families are and then reach them in ways that prompt engagement. So our data detectives and creative talents set out to: 

  • Confirm the institution’s high-value student recruitment regions and where there might be room to grow
  • Develop on-brand, targeted, and effective digital marketing assets   
  • Launch and optimize digital campaigns to generate highly qualified leads (and build awareness, but really, we all want the high-value leads) 
  • And of course, report on campaign analytics to inform future marketing investments.

By any measurement, it went really well. One $12,000 media buy generated 40 million impressions, 500,000 clicks, 1,087 leads, 122 applications, 40 admitted students, and 7 enrolled. But who’s counting? (Please say you are!)

It was a fast, 14-week campaign involving two markets, two academic programs, and two social platforms. Want more insight? Download our free case study. Read on… 

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When Traditional Markets Weaken, Look to Asia Part 1

It’s good news / hurry-up-and-move news for Chinese students.

The good news: pandemic-era travel bans are lifted.

The hurry-up-and-move news: China announced it is returning to its previous position of NOT recognizing online credentials obtained from a foreign institution.

More than a few Chinese students spent spring semester scrambling to ensure their hard-earned credits will count. We trust they will, but there nevertheless was a swift rush to secure logistics.

We know what you’re thinking. A coveted market that’s been declining is now being encouraged, no, required, to travel if they want a foreign degree. Fantastic! While that’s all true, indications remind us to keep our expectations in check. And yes, we’re talking about politics, TikTok, and the increasing appeal of the UK’s brand of higher ed and career opportunities. 

So, while it makes sense to keep courting the Chinese market that continues to be the top exporter of students, it also makes sense to proceed with efforts to diversify student sources.

Important to note: It always has been wise to diversify, though only a small percentage of US institutions have historically invested in this level of internationalization. The volume is in China and India and that is where the recruiting investment has been focused for more than a decade.

Also important to note: China remains a highly valuable source country and we absolutely do not advise turning your institutional back on these students. There are still more Chinese students eager for a US education than any other nationality. India is the only other country that comes close.

In the midst of the more recent waning of Chinese students coming to the US (the decline first stared in 2016), we’ve provided insights on promising markets that may help boost your student yield. In recent blog posts, we’ve offered insights into evaluating Africa (part 1, part 2), Latin America (part 1, part 2), and the Middle East.

Today we turn to Asia, evaluating whether specific countries exhibit the important metrics that demonstrate a market ripe for student recruitment:

  • Rising youth population
  • Rising incomes
  • Employment opportunities for returning students

In this week’s post, get ready to take notes on student market opportunities in South Korea, Vietnam, Taiwan, and Japan. Next week we will look at Nepal, Bangladesh, Indonesia, Malaysia, and the Philippines. These countries are likely already on your radar. Are you keeping tabs on the potential for each one? We think it is in your best interest.

Read on to find out why…

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Our Top 10 Blog Posts of 2019

You have spoken!

After a busy year of developing academic recruitment plans, speaking at conferences, creating compelling marketing campaigns, publishing new innovative research, and of course, sharing all the best stuff with our blog readers, we can now tell you…of all our publishing in 2019, these posts most caught your attention.

And since you have been busy as well, we know some of you may have missed our most useful stuff.

Below are posts that had the most clicks and shares – so as you peruse, note the “email this post” button at the bottom to help out your colleagues who are responsible for one enrollment thing or another.

Read on for links to 2019’s Top 10 blog hits and (bonus) our inspiring Staff Pick!

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Welcome to Vietnam: A Look at Student Mobility

During the 2017-2018 academic year, the enrollments of new international students in U.S. higher education fell for the second year in a row, dropping by 6.6 percent.

There’s definitely one country that hasn’t received the memo: Vietnam.

The number of Vietnamese students in U.S. colleges and universities has steadily increased over the last decade.

What is next in terms of student mobility from Vietnam? Let’s explore what has influenced this student mobility as well as glance at what the education system is like for those at home and what changes may lay in store.

And if you want to know more about student mobility and other global market trends, we have an entire resource library to offer. Check out all of the material you could have access to with Intead Plus and our new, more affordable Bookshelf Membership.

We use the data and perspective shared in this blog to support our thinking about which degree programs have the most value to this set of prospective students and how best to position our clients to leverage the opportunities out there.

Our mantra: each global market needs its own targeted marketing plan and approach.

(Read on)

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