Janice Lozano
International students are a valuable part of the student body and can enrich campuses with a diverse range of perspectives and experiences. However, marketing to international students requires a strategic approach that tailors messaging and outreach to their specific needs and interests. This involves understanding the unique preferences and needs of the international student population you aim to attract, including their demographics, academic interests, and cultural backgrounds. This paragraph will discuss effective strategies for advertising to international students, including the use of digital marketing, video content, cultural exchange opportunities, and financial aid packages.
| Characteristics | Values |
|---|---|
| Language | Use clear, concise language that is free of jargon and acronyms. Consider translating key materials into multiple languages to reach a wider audience. |
| Visuals | Ensure your visuals are culturally sensitive and represent the diversity of your student body. |
| Social media | Identify the platforms that are most popular in the target audience's country of origin, such as WeChat, TikTok, and Instagram. |
| Content | Create engaging content that showcases your institution's unique culture and opportunities. |
| Video content | Videos are a great way for students to share their personal experiences of the university, offering a more authentic account. |
| Website | Devote attention to the “international students” section of the website, detailing what you offer international students and what support you provide. |
| Financial aid | Develop attractive scholarship programs and financial aid packages that can attract top talent from around the world. |
| Virtual tours | Provide 360-degree virtual tours of your campus, student housing, and facilities to give prospective students a sense of immersion. |
| Orientation programs | Provide orientation programs, cultural events, and mentorship opportunities to help international students integrate into campus life and feel supported. |
| Strategic partnerships | Forge strategic partnerships with international organizations, such as study abroad programs, to boost your institution's global brand. |
| Flexibility | Offer flexible learning options, such as online courses and flexible timetables, to accommodate the needs of international students. |
| Employment prospects | Highlight employment prospects and work placement opportunities that can appeal to international students. |
| Immigration and residency | Highlight immigration pathways and residency opportunities that are attractive to international students, such as the Canadian "Express Entry" system. |
| Language resources | Offer language resources and support to address the linguistic challenges faced by international students. |
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What You'll Learn
Understand your target audience
Understanding your target audience is a crucial step in advertising to international students. Before embarking on any marketing efforts, it is essential to gain a deep understanding of the international student population you aim to attract. This involves analysing various demographics and characteristics of your desired audience.
Firstly, consider the country of origin of your target audience. Different countries may have unique preferences and needs when it comes to choosing a study-abroad destination. For example, Indian students have shown a preference for studying in Canada due to its "welcoming immigration gateway" and the opportunity to gain additional points towards permanent residency by studying in a Designated Learning Institution (DLI). Understanding the specific motivations and interests of students from different countries can help you tailor your marketing messages effectively.
Secondly, explore the academic interests of your target audience. Identify the fields of study that are in high demand among international students from specific regions. For instance, if students from a particular country predominantly prioritise STEM fields, you can develop marketing strategies focused on showcasing your institution's strengths in STEM programmes. By aligning your offering with the academic interests of your target audience, you can increase your appeal to prospective international students.
Additionally, it is important to consider the cultural backgrounds of your target audience. International students often face cultural and linguistic challenges when studying abroad. To address this, you can provide orientation programmes, cultural events, and mentorship opportunities that help international students integrate into your campus life and navigate any cultural differences. Including cultural exchange opportunities in your marketing materials can showcase your institution's commitment to fostering a diverse and inclusive environment.
Furthermore, understanding the financial considerations of your target audience is essential. Financial aid and scholarship opportunities are significant factors in the decision-making process for many international students. Develop attractive scholarship programmes and financial aid packages that can attract top talent from around the world. Ensure that you clearly communicate these offerings on your website and marketing materials, as they can be a compelling incentive for prospective students.
Lastly, consider the role of digital platforms in reaching your target audience. International students often seek information about the cost of living, accommodation, and orientation sessions to help them transition to a new country. Utilise digital marketing strategies to provide smooth user experiences on your website, making essential information easily accessible. Leverage social media platforms that are popular in the countries of origin of your target audience, such as WeChat, TikTok, or Instagram. Create engaging content that showcases your institution's unique culture and opportunities, and actively engage with potential students through comments and conversations.
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Develop a global brand
Developing a global brand is a key aspect of advertising to international students. Here are some strategies to achieve this:
Firstly, identify your target audience. Understand their unique preferences, needs, and demographics, including their country of origin, academic interests, and cultural backgrounds. This knowledge will enable you to tailor your messaging effectively. For instance, if your target audience prioritizes STEM fields, develop marketing strategies focused on STEM programmes. Conduct market research through enrolment data analysis, surveys, focus groups, and alumni engagement.
Secondly, create a welcoming and inclusive campus environment that celebrates diversity and promotes cross-cultural exchange. Offer orientation programs, cultural events, and mentorship opportunities to help international students integrate and feel supported. Make your campus a place where international students can thrive and belong.
Additionally, collaborate with international organizations, study abroad programs, government agencies, and cultural centers in the countries from which you aim to attract students. These partnerships will enhance your institution's visibility and provide access to networks of prospective students. Forging strategic alliances can boost your global brand recognition.
Furthermore, utilize digital marketing tools such as social media, email campaigns, and online events. Identify popular platforms in your target countries, such as WeChat, TikTok, and Instagram. Create engaging content that showcases your institution's unique culture and opportunities. Share student testimonials, virtual tours, and interactive videos that highlight your campus, city, and locality.
Finally, develop attractive scholarship programs and financial aid packages that appeal to international students. Clearly communicate these offerings on your website and marketing materials. Remember to address language barriers by offering translation services and language resources to make your institution more accessible to a global audience.
By implementing these strategies, you can effectively develop a global brand that resonates with international students and showcases your institution's commitment to diversity and inclusivity.
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Offer flexible learning
International student mobility was on an upward trajectory before the Covid-19 pandemic, with 5.6 million students engaged in international education at the start of 2020. The pandemic and its associated lockdowns prevented many students from crossing borders, but now that travel restrictions are easing, students are ready to re-engage with international study. This is the perfect time to revisit your international student recruitment marketing strategy, and one key way to attract more international students is to offer flexible learning options.
Offering online courses means students can study remotely from anywhere in the world, and flexible timetables allow them to work in employment more easily while they study. Georgia Tech is a great example of an institution that has successfully implemented flexible learning. In 2013, it launched its Online Master of Science in Computer Science, and by 2018, 29.8% of its students were international, with 99 countries represented.
Flexible learning can also be achieved through hybrid educational models, which offer both virtual and in-person experiences. This allows students to have access to education without worrying about location, time, or quality. Online courses are often designed with flexibility in mind to accommodate students' diverse schedules and learning styles. Course materials such as lectures, readings, and assignments are available online at any time, and learning can take place within set deadlines without the requirement to attend live classes.
The teaching methods in online schools are interactive and engaging, with online discussions, group projects, and one-on-one sessions with instructors. This ensures that students understand the course content and can apply it in real-life situations. Online learning also offers students the comfort of studying from anywhere, eliminating long commutes and providing a familiar atmosphere to focus on learning.
When advertising to international students, it is important to highlight the flexibility of your learning programs. Emphasize how students can study at their own pace and balance their studies with other commitments. This can be a key differentiator and competitive advantage for your institution, attracting international students who value the ability to fit their studies into their lives.
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Provide financial aid
Advertising the provision of financial aid to international students is an effective way to attract applicants. However, it is important to note that international students are generally ineligible for federal financial aid and often have to pay out of pocket.
To begin, it is worth noting that financial aid can come from several sources, and it is important to understand the terminology used to describe these sources. Financial aid can be in the form of grants, scholarships, loans, or merit-based awards. Grants and scholarships are often need-based, and academic departments within a university may have funds allocated for international students with exceptional need and/or talent.
Additionally, both private and public institutions may waive application fees for international students. Some universities may also offer financial incentives for students to attend their institution, such as reduced tuition fees or travel grants. It is also common for institutions to offer assistantships and fellowships to graduate international students.
Furthermore, international students can take out private loans to fund their studies, although many financial aid experts advise against taking on too much debt. It is important for students to consider their total program costs and not just the total cost of attendance, as there may be additional expenses such as travel costs and visa applications.
When advertising the provision of financial aid to international students, it is crucial to be transparent about the average financial aid package offered by the institution. This information can be found in the Common Data Set (CDS) or the school's financial aid reports. It is also beneficial to highlight any special funding opportunities or scholarships that are available specifically for international students.
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Use video content
Video content is an incredibly effective way to advertise to international students. The coronavirus pandemic accelerated the shift towards online content, with 78% of people watching videos online weekly and 55% streaming videos daily, according to Social Media Week. Videos are a great way to showcase your campus, faculty, programs, and students, helping international students to become familiar with your university.
When creating video content, it is important to keep in mind the unique needs and interests of international students. For example, you could create a virtual tour of your campus, student housing, and facilities, providing a sense of immersion for prospective students who may be unable to visit in person. The University of Sydney's virtual tour, which features time-lapse footage and student dialogue, is a great example of this. You could also showcase the surrounding city and locality, as students looking to study abroad are not only interested in the quality of education, but also in the experience of living in a new place.
Videos can also be used to address the challenges that international students often face, such as cultural and linguistic barriers. Consider creating videos that provide information about the cost of living, accommodation, and orientation sessions, as well as interviews with international alumni who can share their experiences and answer questions. Videos that showcase your institution's unique culture and opportunities, and actively engage with potential students, can be very effective.
Finally, don't forget to make your videos easily accessible. Host them on your website and share them on social media platforms that are popular in the countries you are targeting, such as WeChat, TikTok, and Instagram. You can also use video content in your email campaigns and online events. By utilizing video content, you can effectively reach and engage international students, providing them with a more authentic and immersive experience of your university.
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Frequently asked questions
Utilise social media platforms such as Facebook, TikTok, Instagram, and WeChat. Identify the platforms that are most popular in the countries you aim to target. Additionally, advertising in local periodicals in the local language can help you reach a wider audience.
Videos and pictures are a great way to showcase your campus, city, and locality. Videos can include student testimonials, which offer a more authentic account of student experiences. Ensure your visuals are culturally sensitive and represent the diversity of your student body.
Your website should provide a smooth user experience with clear navigation and easily accessible information. Include an "international students" section, detailing what you offer international students and the support you provide. Information about the cost of living, accommodation, and orientation sessions can also be helpful.
Highlight your competitive advantage and offer a "future" that students can look forward to. Employment prospects, quality of education, networking opportunities, and prestige are some of the reasons students choose to study abroad. Offer flexible learning options, high-quality work placements, and attractive scholarship programs.
Provide orientation programs, cultural events, and mentorship opportunities to help international students integrate into campus life. Celebrate diversity, promote cross-cultural exchange, and actively engage international students in campus life to foster a sense of belonging.
