Unlocking the Potential Strategies for International Student Recruitment.pdf

Discover the importance of understanding cultural perspectives, language barriers, and the decision-making processes of prospective students. Learn how digital marketing plays a pivotal role in reaching diverse audiences, developing unique selling propositions, and effectively targeting potential students through geo-targeting and specialized research for ad campaigns.

This webinar will also explore the customization of advertising for specific schools and programs, and how to leverage reporting and analytics to optimize ad performance. Whether you're looking to enhance your current strategies or are new to the field of international student recruitment, this webinar will provide valuable insights and practical tools to help you succeed!

1. Unlocking the Potential:
Strategies for International Student
Recruitment

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1.Global Demand for International Education
2.Domestic Marketing VS. International
Recruitment
3.The Role of Digital Marketing
4.HEM and Applywave Partnership
5.Key Takeaways
Agenda
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Our Presenters today
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Philippe Taza
Founder & CEO
Higher Education Marketing
David Adler
Founder & CEO
Applywave

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David Adler
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1995-1999: International Student (University of South Florida, Metro State University)
Received full ride basketball scholarship
2000-2008: Scouting Services for Israeli student athletes
2008-2013: Education Agency for Israeli students
2013-2019: Expanding to LATAM & Africa
2020-present: ApplyWave
Technology driven solutions for institutions and international students
CEO, Ustudy Global (AIRC-Certified)
Co-Founder, ApplyWave
AIRC, Board of Directors

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Global Demand for International Education

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Future International Student Enrollment Trends
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International Student Enrollment Trends
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Source
https://opendoorsdata.org/data/international-students/enrollment-
trends/
Fastest growth
rate in years.

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Domestic Marketing VS International
Recruitment

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Domestic Marketing Vs. International Marketing
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Localized Content

Existing Brand Awareness

Digital and Print Media

Paid and Organic Content Marketing

Local Language and Terminology

Lack of Student’s Knowledge

Global Perspective & Cultural Sensitivity

Multilingual Content (Language Barriers)

Understanding of Students’ Motivations &
Decision Making Process

Financial Considerations
Proper and consistent digital presence levels the
playing field and can be very impactful from
International Student Perspective.

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Why Consider Regions
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You can expand your global reach
by using regions.

Create regions based on:
1)Culture
2)Language
3)Student motivation
4)Financials
Why these regions
1)Not dominated by agents and
middlemen
2)Very savvy and research online

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Benefits of Using Regions
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1)Communicate the right message
across several countries
2)Identify trends and traction within
each region
3)Geo targeting cities/areas not
countries
4)More affordable in terms of total
Ad spend.

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Key Components of an Effective Ad Strategy

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Ad Strategy Components
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1)Understanding the audience
2)Choosing the targeting
3)Crafting the messaging
4)Taking into account the cultural differences

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Audience Targeting
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This process involves segmenting the
market based on demographics,
interests, academic backgrounds, and
other psychographic or behavioral
insights.

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Audience Targeting
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Student Personas

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Audience Targeting
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Interests

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Geo-Targeting and Research for Campaigns
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Regional
Preferences


Customize campaigns to
address regional trends,
such as the preference
for certain fields of study
or degrees that are in
high demand in particular
regions.
Economic
Context


Tailor messaging and
targeting preferences on
platforms like Meta and
Google to reflect the
economic context of the
target regions.

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Understanding Digital Platforms
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Search Intent: Targets users based
on specific search queries, ideal for
reaching students actively searching
for study abroad programs or
universities.
Keyword Targeting: Precisely targets potential students
based on their online searches.

Geotargeting: Focuses on specific regions or countries
where potential students are located.

Search Ads: Text-based ads that appear in search
engine results, reaching users with high intent.

Display Ads: Image or video ads shown on Google’s
network of websites, are useful for building awareness.

YouTube Ads: Video ads that can engage users through
visual content.
Demographic and Interest Targeting:
Targets users by age, location, interests
(e.g., "study abroad, higher education,
international student"), and behaviors,
reaching a broader audience fitting the
international student profile.
Custom and Lookalike Audiences: Uses existing student
data or online interactions to create audiences and find new
potential students with similar characteristics in different
regions.
Image and Video Ads: Visual content displayed in users'
feeds, stories, and other placements on Facebook and
Instagram.
Carousel Ads: Allows multiple images or videos in a single
ad, ideal for showcasing various aspects of your institution.
Stories Ads: Full-screen ads on Instagram and Facebook
Stories, capturing attention with immersive content.

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Geo-Targeting Options for Campaigns
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Country level
City /
Neighbourhood
level
City level

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Crafting Effective Messaging
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Cultural
Relevance
Emotional
Connection

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Strategic Development of USPs
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Competitive analysis: Study your competitors' USPs.
What are they offering? How do they position themselves
in the market?

Find gaps and opportunities: Look for areas where
competitors might be lacking or where you can offer
something better or different.

Collaborate with your community: Assess your
school's strengths and weaknesses. Focus on what you
do best and how it can meet the needs and desires of
your target audience.

Identify audience pain points: Understand the
problems your target audience faces and what they value
most.

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Top English Language School
Boost English Language and
Exam Taking Skills
Communication-based Learning
Environment
Flexible Online Courses
Personalised Learning
Experiences

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Crafting Effective Messaging
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Caption translation: ‘Calling ambitious
young Latinos! Access scholarships for
top-notch education. Start your future
today!’

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Language and Cultural Nuances
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Highlighting soccer and dance ads
images for Latin American markets
Highlighting hockey and baseball Ad
images for North America

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Utilizing Images Strategically
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Emotional
Appeal
Storytelling
Consistency
Across
Platforms

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Google Keywords and Audience’s Specific Intent
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Google Ads Examples
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Setting Up Landing Pages and CTAs
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Realtime Google and Meta Ads Reporting
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Google Analytics 4 Dashboard
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From Digital Marketing to Recruiting

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1)Real time Data

2)Insight & analytics generated from Social media and
search engines

3)Additional set of insight & analytics generated from
ApplyWave related to student behaviour,
engagements and preferences

4)Using technology to assess academic eligibility,
financial eligibility and application progress

5)Using professional staff to recruit, address questions
and concerns and support the process

6)Accurate KPI’s (Key Performance Indicators) &Clear
ROI’s (Return on investment)

7)Reports to Leadership and support decision making
and future strategy

From Digital Marketing to Recruiting

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From Digital Marketing to Recruiting
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Outreach to students inquiries in
a timely manner. Texting over
emailing.



Provide additional information
(when needed) Address
concerns
Lead assessment
CALL TO ACTION
Applywave Application

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From Digital Marketing to Recruiting
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Collect and review documents


Assessment of academic &
financial eligibility


Application on school platform


Admission process to
enrollment

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Maximizing Impact: Advantages of the HEM
and ApplyWave Partnership

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Integrating Admissions Feedback to Boost Ad
Performance
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Ads
Team
ApplyWave
Team
Changes Applied to Ads
= More Accurate Leads

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Maximizing International Student Recruitment:
The Benefits of Applywave and HEM Collaboration
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Enhanced Global Reach
and Visibility
Streamlined
Recruitment and
Application Process
Comprehensive
Support and Guidance
Use ApplyWave's global
platform to reach a diverse pool
of international students.




HEM's marketing expertise
ensures your institution stands out
to prospective international
students.

Applywave’s user-friendly
platform provides a simplified
application process.




HEM’s data-driven marketing
strategies ensure your
recruitment campaigns are
targeted and effective.
Benefit from the seamless
integration of ApplyWave’s
recruitment tools with HEM’s
marketing services, offering a
holistic solution that covers
everything from initial lead
generation to final enrollment.

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Case Study
Texas State University

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Objective:
Increase brand awareness and enrolment from Latin America
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Start Date: April 1st to, 2024
Length: 3 months (active)
Digital Marketing Exposure: 889,658 impressions
Applywave Exposure: 12,906 views
Applywave Inquiries: 1082

1)Honduras: 270
2)El Salvador: 229
3)Colombia: 218
4)Peru: 101
5)Mexico: 60
6)Costa Rica: 52
7)Chile: 19
8)Venezuela: 10
9)Uruguay: 8
10)Argentina: 3
11)Guatemala: 2
12)Nicaragua: 2

Applywave Completed Applications: 21 (to date)

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Key Takeaways

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Marketing for domestic students differs
significantly from recruiting international
students.
Key Takeaways
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Understanding international markets
is crucial for effective marketing
and messaging.
For effective international recruitment, focus
on regions rather than specific countries.
Accurate KPI’s and clear ROI’s leads to better
decision making and leadership support.
Audience targeting is critical in optimizing
international recruitment efforts by
ensuring that marketing messages reach
the most relevant potential students.
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The HEM and Applywave partnership is
designed to maximize the impact of your
recruitment and marketing efforts,
helping your institution thrive in a competitive
educational landscape.
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Contact HEM for Customized Solutions
Philippe Taza
CEO HEM
514-312-3968 x104
[email protected]
David Adler
CEO ApplyWave
[phone]
[email protected]

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[email protected]
6560 DE L'ESPLANADE, SUITE 204
MONTREAL, QUEBEC H2V 4L5
[phone]