Ibrahim Gardner
Applying to universities as an international student can be a daunting task, but with careful planning and research, it is achievable. The application process varies depending on the country and university, but there are some general steps and considerations to keep in mind. Firstly, it is important to start the research process early, as this increases the chances of acceptance. Students should carefully review the academic requirements and reach out to the university's international students' department or an adviser for clarification if needed. Most universities allow students to apply directly through their website or via specific online platforms that facilitate applications to multiple universities. International students should also be prepared to submit necessary documents, such as academic transcripts, language proficiency test scores (e.g., TOEFL, IELTS), and standardized test scores (e.g., SAT, ACT). Additionally, extracurricular activities, essays, and supplements are often considered during the admissions process. For students aiming to study in the United States, obtaining a student visa (F or M visa) is crucial, and some universities require enrollment in courses certified by the Student and Exchange Visitor Program (SEVP). International students should also be mindful of visa restrictions and employment opportunities associated with their visa status.
| Characteristics | Values |
|---|---|
| Application requirements | The same for all applicants, regardless of nationality or citizenship. |
| Application process | Common Application or Coalition Application, along with required supplements. |
| Standardized testing | SAT or ACT. |
| English language proficiency | TOEFL, IELTS, and Duolingo scores can be submitted for review, but cannot be used to meet standardized testing requirements. |
| Financial aid | The same for all applicants, regardless of nationality or citizenship. |
| Student visa | F or M visa required to study in the US. |
| Marketing | Target less-traditional cities and publish articles in foreign publications. |
| Support | Provide information and mentor buddies for international students. |
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What You'll Learn
Target less-saturated cities with digital ad campaigns
When it comes to attracting international students, it's important to think creatively about your marketing strategy. One effective approach is to target less-saturated cities with digital ad campaigns. Here's how you can do it:
Identify Less-Saturated Cities
First, you need to identify cities that are less targeted by your competitors. This strategy allows you to tap into a new pool of potential students who may not be familiar with your institution. Think beyond the typical cities that every other college or university is targeting. For example, if you're based in the US, consider cities beyond the usual choices of New York or Los Angeles.
Utilize Digital Platforms
Digital marketing provides a fantastic opportunity to reach a wider audience. Platforms like Google Ads, Facebook Ads, and YouTube offer location-based targeting options, allowing you to focus your efforts on specific cities. You can also use geofencing and geotargeting techniques to reach users within a certain geographic area.
Tailor Your Message
When creating your ad campaigns, it's crucial to tailor your message to the motivations and interests of your target audience. Highlight any unique programs or support systems you have in place for international students. For example, do you offer mentor buddies or host family programs? Showcase these features to appeal to students who may be anxious about travelling to a new country.
Experiment with Different Markets
Don't be afraid to experiment with different types of markets. Run separate campaigns for local/in-state, regional, national, and even international markets to see how your message resonates. This will help you allocate your budget more effectively and understand which locations are most receptive to your institution's offerings.
Consider Negative Locations
Not all locations are worth targeting. Identify any cities, states, or regions that are not a good fit for your institution and exclude them from your campaigns. This ensures that you don't waste your ad spend on locations that are unlikely to yield positive results.
Reach Out to Prospective Students Directly
Beyond traditional advertising, consider reaching out to prospective international students directly. Facebook's Custom Audiences feature allows you to target users who have previously interacted with your school online or shown interest in similar institutions. This can be an effective way to build a relationship with potential students and guide them through the application process.
By targeting less-saturated cities with strategic digital ad campaigns, you can effectively increase your reach and attract international students who may have otherwise been missed by traditional recruiting tactics.
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Provide comprehensive information on travel and support
International students face a unique set of challenges when moving to a new country for their studies, including academic adaptation, cultural adjustment, and social integration. Therefore, it is important to provide comprehensive information and support to help them navigate these challenges and ensure a smooth transition.
Firstly, institutions should assist students with essential procedures such as visa applications, booking international flights, and finding suitable accommodation. This can be done through pre-arrival sessions, which can take the form of emails, online meetings, or social media content. These sessions can also be used to introduce students to key support staff and provide information about life at the institution and in the host country, helping to alleviate anxiety and nurture a sense of belonging.
Additionally, institutions should provide support with travel logistics, such as information on transportation options and any relevant health and safety considerations for the destination country. This could include advice on navigating airports, using public transport, and staying safe in unfamiliar environments.
Once students have arrived, orientation programs are crucial for helping international students adjust to their new environment. These programs should cover academic, social, cultural, and well-being elements, and can include welcome messages, introductions to campus and support services, and insights into the host country's culture and language. Institutions can utilize tools like Zoom meetings and social media videos to deliver this content and facilitate interactions between international students.
Furthermore, it is important to recognize the financial challenges that international students may face due to the high cost of living and medical expenses. Institutions can support students by offering food banks, discounts on food and drinks, and affordable or free on-campus medical services, ensuring that students can access essential resources without compromising their health and well-being.
By providing comprehensive information and support throughout the student's journey, institutions can create a positive and inclusive environment that promotes academic success and a sense of belonging for international students.
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Tailor marketing messages to international students
International students bring a wealth of diversity and perspectives to campuses, enriching the learning experience for all students. However, to attract these students, it is imperative to tailor your marketing messages to their specific needs and interests. Before embarking on any marketing efforts, it is crucial to gain a deep understanding of the international student population you aim to attract. This involves analysing demographics, such as country of origin, academic interests, cultural backgrounds, and local languages. By understanding their preferences and aspirations, you can tailor your messaging to resonate with them effectively.
Your marketing materials, including website content, brochures, and email campaigns, should be tailored to the unique needs and interests of international students. For instance, provide information on what they need to know when travelling to a new country, especially if they don't speak the local language well. If you provide mentor buddies or have programs to connect students with host families, be sure to mention these. Let them know they won't be alone in their new adventure.
It is also important to showcase different sides of your institution and reinforce alumni successes. Highlight any strategic partnerships with international organisations, such as study abroad programs, that can help boost your institution's global brand. Additionally, financial aid is a significant factor for many international students, so develop attractive scholarship programs and financial aid packages. Clearly communicate these opportunities on your website and marketing materials.
To stand out, you need to optimise your website for different markets and languages. You can add international sections to your website using a top-level folder, a subdomain for different languages, or creating new micro-sites for different regions. Pay-Per-Click (PPC) advertising can be a cost-effective way to attract prospective international students and gain insights into which keywords and messages are successful. Utilise social media to discover more about your prospect groups through online conversations, surveys, and the types of posts that receive more significant interaction.
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Offer English language proficiency exams
Offering English language proficiency exams is a great way to attract international students. Here are some ways to do it effectively:
Firstly, understand the diverse needs of international students. They may not know what to expect or what challenges they might face, so providing comprehensive information is crucial. This includes practical details about travelling to a new country, learning about cultural differences, and offering support for those who don't speak English well. It is beneficial to offer mentor programmes or host family connections to help international students navigate these new experiences.
Secondly, ensure that your English language proficiency exams are accessible and well-publicized. Consider offering both in-person and online exam options to cater to different preferences and circumstances. For online exams, provide clear technical specifications and requirements to ensure a smooth process. It is also beneficial to recommend that students familiarize themselves with the exam format and practice with sample questions. Providing free resources, official practice materials, and online videos can support their preparation journey.
Thirdly, establish partnerships with language centres or create "bridge" programs to help international students improve their English proficiency. For example, the University of Melbourne offers an English Language Bridging Program for international students transitioning into undergraduate courses. Such programs can help students feel more prepared and confident in their English skills before they officially enrol.
Additionally, consider waiving English proficiency exam requirements for students who achieve high scores on standardised tests such as the SAT or ACT. Some universities, like Tulane University, waive English proficiency requirements for students with a 600+ SAT reading/writing score or a 27+ ACT English score. This flexibility can attract high-achieving international students who may have strong English skills but face challenges with exam accessibility or financial constraints.
Finally, provide clear instructions on submitting English proficiency exam scores. Specify whether scores should be submitted with the initial application or after admission, and ensure that students are aware of the validity period for their scores. By offering English language proficiency exams and supporting international students through these processes, your institution can attract a diverse range of talented students from around the world.
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Highlight the availability of Optional Practical Training (OPT)
Optional Practical Training (OPT) is a great way for international students to gain valuable work experience in the United States. OPT is temporary employment directly related to an F-1 student's major area of study. This means that the employment must be directly related to the student's underlying major field of study and appropriate to the level of education.
Eligible students can apply for up to 12 months of OPT employment authorization before or after completing their academic studies. The pre-completion OPT is available to students who have been lawfully enrolled full-time for one full academic year at a college or university certified by the U.S. Immigration and Customs Enforcement (ICE) Student and Exchange Visitor Program (SEVP) to enroll F-1 students. The post-completion OPT is available to most students at each higher degree level. It is important to note that the OPT must be specifically related to the student's major area of study, and all periods of pre-completion OPT will be deducted from the available period of post-completion OPT.
For students who have earned a degree in certain Science, Technology, Engineering, and Mathematics (STEM) fields, there is an opportunity to apply for a 24-month extension of the post-completion OPT. To be eligible, students must meet specific criteria, including being employed by an employer enrolled in the E-Verify program and having received an initial grant of post-completion OPT employment authorization based on their STEM degree.
The OPT application process involves several steps and players, including the Designated School Official (DSO) and various forms, such as Form I-20 and Form I-765. Students must be mindful of key dates and deadlines to avoid delays or cancellations of their OPT requests.
Overall, by highlighting the availability of OPT, educational institutions can showcase the practical training and work opportunities available to international students, providing them with valuable experience related to their field of study.
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Frequently asked questions
Running digital ad campaigns in less-targeted cities can help get your brand in front of many potential students who might otherwise not know who you are or what you offer. You can also try publishing articles in foreign publications and sending representatives to speak at strategic events. Tailor your marketing messages to speak to the motivations of international students, such as providing information on what they’d need to know when traveling to a new country.
Admissions requirements vary by university and country. In general, international students must complete an application, submit academic transcripts, and take standardised tests such as the SAT or ACT. Some countries or universities may have additional requirements, such as proof of English language proficiency or interviews. It is important to carefully review the requirements for each university and country you are applying to.
To obtain a student visa, you must first be accepted into a certified educational institution in the country you wish to study in. Once you have received your acceptance, you can apply for a student visa through the appropriate channels, such as an embassy or consulate. The type of visa you need may depend on your country of origin and the country you will be studying in.
It is important to start the application process early and pay attention to the details and requirements for each university. Consider applying to multiple universities, even in different locations, to increase your chances of acceptance. Check if there are any specific requirements or rules for international students in the country you are applying to.
