digital marketing nafsa 2015
TRANSCRIPT
Digital Marketing To The Next Levelfor International Student Recruitment
Chair: Jennifer Gruenewald, University of Wisconsin-Milwaukee
Paul Hofmann, California State University, Fresno
Duleep Deosthale, Admission Table
Ben Waxman, Intead
Can Your Institution Be Nimble?
IIE Open Door Data 2013
61,342 63,749 68,195
82,136 79,365 84,54390,903
102,06964,235
72,72678,489
84,828 84,613 89,505 92,211100,129
17,346 20,70326,437
33,49638,992 40,442 45,353 48,722
142,923
157,178
173,121
200,460 202,970214,490
228,467
250,920
0
75,000
150,000
225,000
300,000
2005/06 2006/07 2007/08 2008/09 2009/10 2010/11 2011/12 2012/13
Undergraduate Graduate Non-Degree Total
Open Doors Data: New International Enrollment
Associate’s8%
Bachelor’s33%
Graduate38%
Non-degree9%
Optional Practical Training
12%
Total
International Students:
819,644
Open Doors Data: Academic Level
IIE Open Door Data 2013
Business and Management
22%
Engineering
19%
Math and Computer Science
9%
Social Sciences
9%
Physical and Life Sciences 8%
Fine and Applied Arts 6%
Intensive English 5%
Health Professions 4%
Humanities 2%
Education 2%Agriculture 1%
Other Fields of Study 10%
Undeclared
3%
Open Doors Data: Fields of Study
IIE Open Door Data 2013
China29%
India12%
South Korea9%
Saudi Arabia5%
Canada 3%
Taiwan 3%
Japan 2%
Vietnam 2%
Mexico 2%
Turkey 1%Brazil 1%
Germany 1%United Kingdom 1%
Nepal 1%
Iran 1%
Rest of world26%
Open Doors Data: Leading Places of Origin
IIE Open Door Data 2013
UWM’s Enrollment Growth
1,102
1,230
1,325
1,647
1,777
0
200
400
600
800
1,000
1,200
1,400
1,600
1,800
2,000
2010 2011 2012 2013 2014
Int’l Recruitment Strategy - Sources of Students
25%
15%
10% 15%
35%
Retention/Graduation/Student Experience
Partnerships
Agents
International Fairs
Digital Marketing
Travel Support: Fair Inquiries
9
The Competition’s Out There
Michael E. Porter,Bishop William Lawrence University Professor, Harvard
Source: Michael Porter: Five Forces
Differentiation
Why should anyone choose you?
Market Strategy Is about DifferentiationCommunicate what makes you different
“Hey There, I’m Prospect #297”
12
Most Valuable Fair Email Addresses
Comparison by Fair Provider: # of students vs. # of bad email addresses based on hard bounces from first follow-up email
Most Valuable Fair Email Addresses
Comparison by Fair Provider: Open rates & click through rates for first follow-up email
23 Campuses 1 System
0
100
200
300
400
500
600
700
800
900
Spring 2012 Fall 2012 Spring 2013 Fall 2013 Spring 2014 Fall 2014 Spring 2015
International Student Enrollment
350
815
Recruitment Strategies
• Overseas travel
• Streamlined Admissions & Transfer Credit Process
• Institutional Partnerships
• Agent-based recruitment
• Increased Digital Presence
Social Media Platforms
Mobile App
Institutional Challenges
• Connectivity – Linking Digital Media Platforms to SIS
• Staffing & Resources
• Leadership Transition
• Data Collection & Segmentation
• Scalability
Engagement Opportunities
• Direct Inquires – Website, Email, Social Media
• Travel & International Fairs
• Agents
• Partnerships
Digital Content Marketing Tools
22
Polls & Games: Fun & Educational
Customized, Multi-Lang Content
2 Days
1
1 Week
2EMAIL
3
2 Weeks
4
1 Month
Prospect
CONTACT FORM
Digital Marketing Automation
What is an inquiry worth?
Respect Your Prospects’ Interests
• Where are your prospects/inquires/applicants coming from?
• How do they behave?
• What motivates them/how do they choose to apply and enroll?
Total
population
Active
internet users
Active social
media accounts
Active
Mobile usersActive mobile
Social accounts
53%
3 billion 2.1 billion 3.7 billion 1.7 billion
Urbanization
7.3 billion
Penetration Penetration Penetration Penetration
42% 29% 51%
Global Scenario
23%
88
43
56
81
36
19
33
69
58
38
51
North
America
Central
America
South
America
West
Europe
East
Europe
Central
Asia
East
AsiaMiddle
EastSouth
Asia South
East Asia
Oceania
% of internet usage
42
Global
Coverage
Monthly active users (in millions)
Sina Weibo
Q Zone
Skype
1.4 Billion
829
700
167
288
300
629
Facebook use by device:
Laptop &
DesktopMobile Tablet
976 million 889 million 203 million
69% 63% 14%
Active
internet usersActive social
media accounts
Active
Mobile users
Active mobile
Social accounts
+525 million +222 million +185 million +313 million
percentage percentage percentage percentage
21% 12% 5%
FB growth: 2 months
23%
To reach 50 million users it took
Radio
Television
Internet
38 Years
To reach 50 million users it took
Radio
Television
Internet
13 years
To reach 50 million users it took
Radio
Television
Internet
4 years
To reach 50 million users it took
Radio
Television
Internet
Facebook 62 days
To reach 50 million users it took
Radio
Television
Internet
5 days
Digital footprint begins before birth
Did you know children below 2 years…
• 81% have
• digital
• profiles
• 33% have
• pictures uploaded
• on net
• 23% have
• Sonograms
• uploaded
• 7% have
• an email
47% 36% 13%
China Vietnam India
Smartphone penetration in emerging markets
53% 66% 74%
2008 2012 20142008 2012 2014
Students live on mobile
Nomophobia: Fear of not being connected due to a lack of
battery power, signal or loss of ones mobile phone
Proportion of respondents who confess to ‘nomophobia’
56%
13%
11%
6%
5%5%3%
AppsText MessagingBrowserSocial NetworkCall
Time spent on mobile by students
21,667 MUMBAI
25,829 BANGALORE63,315 HYDERABAD
40,062 CHENNAI
33,224 CALCUTTA
29,624 DELHI
TIER I CITIES
Tier I Cities
5,496 CHANDIGARH
6,259 AHMEDABAD
21,667 MUMBAI
10,062 PUNE
25,829 BANGALORE63,315 HYDERABAD
40,062 CHENNAI
33,224 CALCUTTA
5,496 BHUBANESHWA
R
3,473 LUCKNOW
2,988 NOIDA
29,624 DELHI
2,612 DEHRADUN
2,162 GHAZIABAD
2,086 SECUNDERABAD
1,851 NAVI MUMBAI
1,387 COCHIN
930 PATNA
698 NAGPUR
460 JABALPUR
789 KOTA
354 UDUPI
987 JAIPUR
894 RANCHI
TIER II CITIES
TIER I CITIES
Tier I, II Cities
5,496 CHANDIGARH
6,259 AHMEDABAD
21,667 MUMBAI
10,062 PUNE
25,829 BANGALORE63,315 HYDERABAD
40,062 CHENNAI
33,224 CALCUTTA
5,496 BHUBANESHWA
R
3,473 LUCKNOW
2,988 NOIDA
29,624 DELHI
2,612 DEHRADUN
2,162 GHAZIABAD
2,237 KANPUR
2,210 HOWRAH
2,133 MYSORE
2,086 SECUNDERABAD
1,963 VADODARA
1,851 NAVI MUMBAI
1,684 GREATER NOIDA
1,482 THANE
1,387 COCHIN
1,354 FARIDABAD
930 PATNA
1,121 FARIDABAD
698 NAGPUR
460 JABALPUR332 BHOPAL
203 RAIPUR
789 KOTA
354 UDUPI
987 JAIPUR
894 RANCHI
TIER II CITIES
TIERIII CITIES
TIER I CITIES
Tier I, II, III Cities
Social media campaign to acquire prospects
Counseling on
Counseling by
admission team
Holistic Approach to Recruitment
What Have We Learned?
• Find opportunities to stand out from the crowd (message differentiation)
• Focus your resources – choose your regions carefully
• Create engaging content – send stuff they care about
• Choose a platform for dissemination – choose the tools that allow you to automate, connect and analyze for continual improvement
• Work on campus alignment – be sure the experience on campus is meeting expectations, otherwise the social media back home will undermine your efforts
• Learn as you go – this stuff is new and challenging
Q&A