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ACADEMIC RECRUITING:Implementing Integrated Digital Marketing
June 17, 2014SUNY Global Center, New York City
Presented by
Contents
Agenda . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
Speakers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
Free Resources to Enhance Your Digital Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Intead Blogs and Podcasts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
Digital Media Planning Tool . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Persona Development Worksheet . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
Powerful Social Media Content, Free from Intead . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Digital Orientation Planning Tool . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
Student Retention Article from ICEF . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
Free & Freemium Digital Tools List . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
Intead Index: Decision-oriented Research on Recruitment Channels . . . . . . . . . . . . . . . . . . . 15
Tour Providers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
Credential Evaluators . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
Lead Generators . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
e-book: 88 Ways to Recruit International Students . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
e-book: Student Counselors and Agents: Building and Managing Your International Network . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
Perspective on Today’s Chinese Students Article from WSJ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
Boston • New York • Cleveland
©2014 International Education Advantage
Holistic approaches to marketing with digital technology to attract, recruit, orient, retain international students
ACADEMIC RECRUITING: Implementing Integrated Digital Marketing Presented by 1
Agenda
TIME DESCRIPTION
9:45–10:00 am Registration
10:00–10:15 am Welcome & Introductions
10:15–10:45 am Session 1: Digital Marketing – The Challenges & The Opportunities
10:45–11:15 am Session 2: Who’s Evaluating Us?
11:15–11:30 am Quick Break
11:30 am–12:00 pm Session 3: Lead Follow up – The Mystery Shopper
12:00–1:00 pm Lunch
1:00–2:45 pm Session 4: Implementation – Creativity, Process, Search, Social Media
2:45–2:30 pm Quick Break
3:00–3:30 pm Session 5: Using the SUNY Brand
3:30–4:00 pm Wrap Up
ACADEMIC RECRUITING: Implementing Integrated Digital Marketing Presented by 2
The Intead Team
Michael Waxman-Lenz Co-Founder, CEO, International Education AdvantageMichael’s 25-year career spans activities in technology, academia and doing business around the world. He has lived and worked on three continents and has traveled to more than 40 countries. Prior to co-founding Intead, Michael spent ten years in various senior executive functions at the
Digital Media Division of American Greetings Corp. (AG), rising to General Manager. Michael joined AG when the company purchased Eagents.com, an internet start-up where he was among the first employees.
In the 1990s, prior to the tech boom, Michael lived in Central Asia for five years and managed a Belgian venture capital fund. His previous work experience includes stints as a management consultant in Ernst & Young’s international division and as an economist at the Institute of International Finance (IIF).
More recently, Michael taught as an adjunct professor at Baldwin-Wallace University and John Carroll University.
His academic credentials include earning a Chartered Financial Analyst (CFA), a Masters Degree from Johns Hopkins University (SAIS), as well as studies at the University of Konstanz in Germany and Kingston Polytechnic in London. He has completed executive education courses at Harvard Business School, Stanford Business School and Case Western Reserve University’s Weatherhead School of Business.
Benjamin Waxman Co-Founder, COO, International Education AdvantageThroughout the past 25 years, Ben has focused on helping institutional non-profits and for-profit organizations with complex services sell to educated professionals. Where students are making significant decisions about where to invest their time and money, Ben’s work helps
them differentiate one academic institution or program from another. His work in corporate marketing, branding and communications for a range of industry clients in education, healthcare, finance, technology, management consulting, and publishing, help him develop creative and influential messaging for a variety of audiences. He applies his knowledge of marketing trends, technology/web-based tools and social media to all engagements.
Ben brings to projects the drive and talent to evaluate ambiguous situations, develop a workable plan and implement it. His clients value his eye for business development opportunities and persuasive, diplomatic style useful in attracting prospective partners. Also useful is his extensive experience building internal and external relationships and overseeing and motivating global virtual teams. He is accustomed to working with high-level decision makers.
Ben has traveled extensively in Europe and the Middle East and taken business trips to Canada, Mexico, Hong Kong, and China. Ben participates and presents at international education industry conferences including AIRC, NAFSA, ICEF and EAIE.
Lisa Cynamon Mayers Academic Advisor, International Education AdvantageLisa has spent over 15 years working in undergraduate admissions and college counseling and now provides guidance on the application and admissions processes for Intead.
Upon graduating from Washington University in 1999, Lisa worked at the university as a Senior Assistant Director of Undergraduate Admissions for three years. Throughout Lisa’s years of graduate study at Case Western Reserve University, she worked with the admissions office on special projects, including interviewing prospective students and revamping the campus tour program. For the past eight years, Lisa has worked as an independent college counselor, guiding American and international high school students and their parents through the U.S. college admissions process.
Lisa was a keynote speaker at the 2008 Inside Ivy Conference in Seoul, South Korea, organized by Princeton Review Korea and Road to College. As a speaker and published writer on the subject of college admissions, Lisa has been able to advise countless students and parents.
ACADEMIC RECRUITING: Implementing Integrated Digital Marketing Presented by 3
http://info.intead.com/icef-workshop-materials
Miami Workshop, December 2013: Participant MaterialsFree resources to enhance your digital marketing
88 Ways to Recruit Inter-national Students
Building and Manag-ing Your International Network
Boarding School’s Guide to Internet Mar-keting
Language School’s Guide to Internet Mar-keting
Managing International Alumni Relations
Learning SEO from the Expert
The Complete Guide to European Social Media Marketing
How to Master Face-book Marketing in 10 Days
88 Ways to Recruit International Students
Managing International Alumni Relations
Building and Managing Your
International Network
Learning SEO from the Experts
Boarding Schools’ Guide to Internet
Marketing
The Complete Guide to Social Media
Marketing in Europe
Language Schools’ Guide to Internet
Marketing
How to Master Facebook Marketing
in 10 Days
http://info.intead.com/icef-workshop-materials
Miami Workshop, December 2013: Participant MaterialsFree resources to enhance your digital marketing
88 Ways to Recruit Inter-national Students
Building and Manag-ing Your International Network
Boarding School’s Guide to Internet Mar-keting
Language School’s Guide to Internet Mar-keting
Managing International Alumni Relations
Learning SEO from the Expert
The Complete Guide to European Social Media Marketing
How to Master Face-book Marketing in 10 Days
Free Resources to Enhance Your Digital Marketing
Get them here: info.intead.com/reading-materials
E-books from Intead:
Other reading material to download from intead.com:
College Branding: The Tipping Point
By Roger Dooley
The Digital Advantage: Using Digital Tools for International Student Recruitment
By Michael Waxman-Lenz and Lisa Cynamon Mayers
Five Ways to Boost Your Cross-Cultural Agility
By Laura Curnutt Santana
A Marketer’s Template for Creating Buyer Personas
By Hubspot
ACADEMIC RECRUITING: Implementing Integrated Digital Marketing Presented by 4
Intead Blog and PodcastsIntead Recruiting Intelligence BlogAt Intead we understand the factors driving academic
institutions to seek international students. Our Recruiting
Intelligence blog addresses the various factors that
contribute to a successful program of international student
recruitment and enrollment. We consider marketing, branding,
international student services, and additional factors that lead
to institutional and student success.
Intead InsightsOur team constantly searches the web for the best research
reports on academic issues, global marketing and international
student recruitment. We select one report per week and
highlight a few key findings and summarize the essence of the
report with a few selected charts. We will always direct you to
the original source of the report and give you access to the
entire report if possible.
We have two objectives with Intead Insights:
1. We want to learn as much as we can about global
education and the many related topics. It’s a form of our
own professional development that in the end, serves you,
our client, better.
2. We want to make you dangerous. We know that your
email inbox is full and you have limited time. We are your
research team bringing the most fascinating, useful and
productive insights to your attention so that you can use
them to your advantage.
Intead PodcastsIn our 20–25 minute Intead Podcasts we interview leaders
in international higher education, marketing, branding and
related fields. Tune in during your commute to learn from the
best and brightest in the industry. Available on iTunes and the
Intead website.
services.intead.com /blog
Sign Up to Receive:
services.intead.com /insights
intead.com /intead-podcasts
ACADEMIC RECRUITING: Implementing Integrated Digital Marketing Presented by 5
Nov
embe
r 201
2
Inte
ad’s
Dig
ital M
edia
Pla
nnin
g To
ol:
Sam
ple
Wor
kshe
et 1
Step
1: D
efin
e Ta
rget
s For
Dig
ital C
omm
unic
atio
ns P
lan
Vis-
à-vi
s You
r Rec
ruitm
ent F
unne
l
Step
2: C
onsi
der G
roun
d G
ame
Com
pone
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You
r dig
ital c
omm
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ill st
reng
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er re
crui
tmen
t ini
tiativ
es a
nd th
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ill
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igita
l com
mun
icat
ions
.
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Cou
ntry
:
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Aud
ienc
e:
•Ta
rget
Res
ults
:
•So
cial
Med
ia T
ools
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d by
Tar
get A
udie
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ence
rs (P
aren
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avel
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rsFa
ll an
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ity (h
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ajor
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iate
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rogr
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lan
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ates
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ting
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ally
)Pr
int c
olla
tera
l
Chin
a
Und
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cons
ider
you
r tes
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res a
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Incr
ease
YIE
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om 3
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itted
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, Bai
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ouKu
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ch A
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aidu
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Dig
ital
Med
ia P
lan
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mp
le)
ACADEMIC RECRUITING: Implementing Integrated Digital Marketing Presented by 6
Nov
embe
r 201
2
Step
3: D
efin
e Di
gita
l Tac
tics a
nd P
roce
sses
: Co
nsid
er w
here
thes
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ctic
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t fun
nel
PRIM
ARY
TARG
ET A
UDI
ENCE
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Tact
ic
Freq
uenc
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nten
t Sou
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pons
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Ve
ndor
Par
tner
Bu
dget
Ren
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kly
Post
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ount
ry A
lum
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nt
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iped
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Juni
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O a
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onth
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l mar
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ppor
t
Yr 1
: $24
,000
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-5: $
15,0
00
INFL
UEN
CER
TARG
ET A
UDI
ENCE
:
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ic
Freq
uenc
y Co
nten
t Sou
rce
Staf
f Res
pons
ible
Ve
ndor
Par
tner
Bu
dget
W
eekl
y Po
stin
g In
-Cou
ntry
Alu
mni
, Cur
rent
St
uden
ts, R
elev
ant
Face
book
act
ivity
Juni
or L
evel
Enr
ollm
ent
Mar
ketin
g St
aff p
erso
n Ac
coun
t cre
atio
n, tr
ansla
tion,
po
stin
g co
ordi
natio
n In
clud
ed in
abo
ve
soci
al m
edia
w
ork
Und
ergr
adua
te S
tude
nts (
Chin
a)
Pare
nts &
Cou
nsel
ors/
Agen
ts (C
hina
)
Dig
ital
Med
ia P
lan
nin
g T
oo
l (Sa
mp
le)
ACADEMIC RECRUITING: Implementing Integrated Digital Marketing Presented by 7
Persona Development Worksheet
Attributes Persona A Persona B
Job Role Prospective Student Parent / Agent
Role in Decision Making Process
Academic Strength
Financial Strength
Age
Location
Influencers
Sources of information
Main goals
Motivations
Challenges/Frustrations
Buyer Role Type
Interaction Preferences
Watering Holes
Other
ACADEMIC RECRUITING: Implementing Integrated Digital Marketing Presented by 8
Intead hears from many clients
that developing fresh content for
social media can be an ongoing
challenge. We can help. And we’re
giving it away.
WhyEducationMatters.org
highlights the critical importance
of education by displaying current
and historic quotes about education
against a background of compelling
photographic images.
We invite you to contribute a quote
of your choice to respond to the statement: Why Education Matters. Your contribution can reach,
and potentially inspire, thousands of viewers. If you have a good background photo, we welcome
that as part of your submission.
Our goal is to collect 1,000 quotes regarding the value of education from around the world.
In fact for every quote we use we will donate $2 to The Malala Fund, in honor of the
incredible Malala Yousafzai.
“ The Malala Fund’s solutions
are grounded in inspired
innovation: they are girl-centric
approaches to education that
support the Fund’s goal of
creating a world where every
girl reaches her true potential .”
We have been inspired by Malala. She
exemplifies why education matters.
Intead offers this content in different
sizes for use on your website and
social media.
WhyEducationMatters.org
Powerful Social Media Content, Free from Intead
ACADEMIC RECRUITING: Implementing Integrated Digital Marketing Presented by 9
Digital O
rientation Planning
Too
l Sam
ple
Digita
l Orie
ntation Plan
ning
Too
l
Step
1: D
efine IT Platform/Sup
port
Step
2: D
efine Ta
rget(s) F
or Digita
l Orie
ntation Plan
Step
3: C
ollect Con
tent
E
xist
ing
Con
tent
Sou
rces
:
N
ew C
onte
nt C
reat
ion:
Tr
ansl
atio
n R
esou
rce:
2 curren
t int’l stud
ents to
create vide
o testim
onials; con
sider
web
inar with
international professor in
local language
Admissions brochures & video
s; orie
ntation materials
Curren
t internatio
nal stude
ntsa
nd professor
H
ostin
g:
IT
Res
ourc
e:
E
mai
l Dis
tribu
tion
Eng
ine:
University
web
site un
der Internatio
nal Stude
nts tab
University
adm
issions email system
Internal IT staff
Ta
rget
Cou
ntry
:
Ta
rget
Aud
ienc
e:
Ta
rget
Res
ults
:
China
Increase YIELD
from
15%
to 20%
(adm
itted
en
rolled)
Admitted
und
ergraduate stud
ents
Dig
ital
Ori
enta
tio
n P
lan
nin
g T
oo
l (Sa
mp
le)
ACADEMIC RECRUITING: Implementing Integrated Digital Marketing Presented by 10
Digital O
rientation Planning
Too
l Sam
ple
Step
4: D
esign Micro‐Site
Step
5: D
efine Em
ail M
arke
ting Plan
W
ebsi
te D
esig
n R
esou
rces
:Marketin
g commun
ications staff/IT su
pport
M
arke
ting
Goa
l:
P
rimar
yA
udie
nce:
S
econ
dary
Aud
ienc
e:
Ta
ctic
:
C
onte
nt T
o B
e P
rom
oted
via
Em
ail:
Tr
acki
ng P
lan
Und
ergraduate stud
ents in
China
Parents o
f und
ergraduate stud
ents in
China
Drive increased en
rollm
ent (yield) by en
gaging
adm
itted
stud
ents with
valuable conten
t and
driv
ing them
and
their
parents to the un
iversity web
site
4‐week em
ail m
arketin
g campaign startin
g with
adm
issions
letter to
int’l stud
ents pointing them
to m
icro‐site
with
digita
l orientation conten
t in local language
Classroo
m experience, sa
fety, acade
mics, international
stud
ent social life
Email engine to track op
en and
click through rates. Online
registratio
n form
for d
ownloadable Ch
inese language PDF
s (sharable with
paren
ts) to he
lp capture stud
ent e
addresses a
nd track en
gagemen
t
Dig
ital
Ori
enta
tio
n P
lan
nin
g T
oo
l (Sa
mp
le)
ACADEMIC RECRUITING: Implementing Integrated Digital Marketing Presented by 11
Student retention begins in, and sometimes before, the first week of class
Studentretentionbeginsin,andsometimes
before,thefirstweekofclass
PublishedOctober16,2013http://monitor.icef.com/2013/10/student‐retention‐begins‐in‐and‐sometimes‐before‐the‐first‐week‐of‐class/Formanyeducators,thememoryofthelaststudentintakeandlastorientationisneverfaraway,especiallywithanewschoolyearrecentlyunderwayinmanypartsoftheworld.Howwouldyou rateyour school’s effort atwelcomingnew international students andhelpingthemsettlein?Whatareyouthinkingofimprovingforyournextintake?These are not small questions. There is an increasingly clear relationship between aneffectiveorientation–andrelatedservicesthatencourageincominginternationalstudentstoreachoutandconnectwithnewfriends–andthelevelofengagementstudentsachievewith their school and their new community throughout their studies. This level ofattachment has been shown in turn to be an important factor in student performance,retention,andeveninthestudent’sinterestinremainingoninthehostcountrytopursuecareerorimmigrationopportunitiesaftergraduation.We have looked at issues and strategies around student retention in previous posts,includingfeaturesondata‐drivenenhancementstostudentsupportservicesaswellastheimpact of culture shock. But formany educators, it seems thepath to dealingwith theseissues–includingbetterretentionrates–beginsinthefirstweekofclass,orperhapsevenbefore.PreventinghomesicknessA recent paper published in the JournalofAmericanCollegeHealth – “Homesickness andAdjustment in University Students” – notes thatmany new post‐secondary studentswillsufferintensehomesickness.
“The transition to collegeoruniversity canbeanexcitingnewexperienceformanyyoungadults.Forsome,intensehomesicknesscanmakethismovedifficult,evenunsustainable.”
“Homesickness–definedasthedistressorimpairmentcausedbyanactualoranticipatedseparationfromhome–carriestheuniquehallmarkofpreoccupyingthoughtsofhomeandattachmentobjects.Suffererstypicallyreportdepressionandanxiety,withdrawnbehavior,anddifficultyfocusingontopicsunrelatedtohome.”
“Fordomesticandinternationaluniversitystudents, intensehomesicknessisparticularlyproblematic. Itcanexacerbatepreexistingmoodandanxietydisorders, precipitate new mental and physical health problems, andsometimesleadtowithdrawalfromschool.”
The report’s authors,Dr.ChristopherThurber, a psychologist atPhillipsExeterAcademy,and Dr. Edward Walton, a professor in pediatric medicine at Oakland University,recommendanumberofpreventativestrategiesbasedontheirresearchinthefield:
ACADEMIC RECRUITING: Implementing Integrated Digital Marketing Presented by 12
“Provideorientinginformation…Themorethatincomingstudentsknowaboutwhatto expect and where to find supports and resources when they arrive, the lessanxioustheywillfeel.
Planforhowandwhentomaintainconnectionswithhome[via]letters,email,videochats,phonecalls,andin‐personvisits.
Initiatesocialcontactspriortothefirstdayofschool…Socialnetworkingwebsites[such as a dedicated Facebook page or chat room] can be healthy tools forconnectionsbetweennewandreturningstudentsoramonggroupsofnewstudents.
For international students, cultivate host‐country friends as well as homelandfriends… Establishing a friendship group of predominantly homeland friendsimpedes acculturation and is usually associated with more intense feelings ofmissinghome.
Educatenewandreturningstudentsaboutthepeerandprofessionalsupportsthatare available on and around campus. All students should know where to findresident advisors, dormitory affiliates, health centre staff, and mental healthprofessionals.”
Tothiswewouldalsoadd: Arrangeforyourinstitution’spsychologydepartmenttogiveaworkshop(s)tostaff
onhowtodiscovertell‐talesignsofdepressionoranxietyinadvance,andwhattodotoensurethestudentreceiveshelp.Includeinterculturalsensitivitytrainingforstaff(andconsiderextendingthistostudentsbothdomesticandinternational).
Payspecialattentionto internationalstudentswhoarrive late(duetovisadelays,personalissues,etc.)andmighthavemissedtheformalorientationprogramme.
ExpandedsupportservicesThe importance of strong orientation and support services targeted to new internationalstudents is looming larger in schools and campuses these days, partly because manyinternationalprogrammeshaverealisedsteadyenrolmentgrowthinrecentyears.“Evenatcollegeswheretherawnumbersaren’tjaw‐dropping,foreignstudents’increasedpresence is felt,” says a 2011 article in TheChronicleofHigherEducation. “Internationalstudents, or those from particular countries, are no longer showing up in onesies andtwosies… As a result, what might have previously been ascribed to the personality orlearning style of an individual student is beginning to coalesce into noticeable patterns,although international educators are quick to say that it’s not always possible – orappropriate–togeneraliseacrosscountryorculturalgroups.”And along with that growing presence on campus, the profile of today’s internationalstudentsisnoticeablydifferentthanitwasevenafewyearsago.Undergraduateenrolmentsaregrowingquickly–thisisparticularlythecaseinmajordestinationcountriessuchastheUS,whereundergraduateenrolmentshavegrowntwiceasfastasgraduateenrolmentsoverthepastfewyears–andstudentsarecomingfromagreaterrangeofcountriesthaninthepast.As The Chronicle reports, American educators are responding with new or expandedsupportservices.
“Agrowingnumberofcollegeshaveinstitutedpeer‐mentorprogrammes.AtAmerican University, current international students act as small‐groupleadersduringorientation,sharingtheirownexperiencesofacclimatingtocampus life. ColoradoStateUniversity’speer advisers, abouthalf ofwhomare American, reach out to incoming international students, introducing
ACADEMIC RECRUITING: Implementing Integrated Digital Marketing Presented by 13
themselvesbyemailandoffering toanswerquestionsbefore thesemesterevenbegins.
Other institutions have variations on the peer‐adviser theme. RiceUniversity stations ‘international liaisons’ in each of its residence halls toserve as informal resources to foreign students, who can drop by theirroomswith questions or concerns. GeorgeMason pairs participants in itsAccessprogramme,whichpairsprovisionally‐admittedstudentswhoworktoimprovetheirEnglishwhiletakingcollegecourseswithhonoursstudentswholiveonadjacentfloors.”
Institutions,intheUSandotherwise,arealsolookingathowtoimprovetheeffectivenessoftheirorientationprogrammes.Forsome,thismeansparingorientationsdowntothebasicsin order to help avoid information overload for newly arrived students. For others,orientationtakesplaceinextendedsessionsbeforethebeginningoftheschoolyearoreveninfor‐creditcoursestakeninthefirstsemesterofstudy.The University of Toronto, for example, offers Green Path, a dedicated 12‐week summerpreparationcourseforstudentsfromChina.ParticipantsgetachancetopolishtheirEnglishandtogetajumponsocialconnectionsandacademicpreparationfortheschoolyearahead.Theprogramme’sfocusonChinesestudents,however,canbeseenasbothastrengthandachallenge given the strong interest many international students have in connecting withstudentsfromotherculturalbackgrounds.“TheinstincttoformcliquesaroundnationalityissomethingGreenPathadministratorsarekeen to guard against,” reports Canada’sGlobeandMail newspaper. “The ‘GPers’ all hailfrom China, often speak Mandarin to each other, and grow tight‐knit after 12 weekstogether…At thesametime, instructorsconstantlyurgethemtobreakoutof thatbubbleandgoexploring.”The University of British Columbia, meanwhile, offers a two‐week summer orientationprogrammecalled JumpStart fornew internationalandAboriginal students.As theGlobeandMailreportoutlines:
“Starting with a pick‐up at the airport, the programme’s two intensiveweeksmixacademic lectureswithworkshopson living independently andplenty of social events, like talent shows and dancing nights. Manyuniversitiesoffereventslikethese,butstretchingthemovertwoweeksandgettingprofessorsinvolvedremainsrare,nottomentioncostly,whichmayhelpexplainwhyfewschoolshavefollowedsuit.Theprogrammingis free,butstudentsareaskedtopayuptoCDN1,240forroomandboard.”
“Students insist itwasworth it. ‘It helps a lot, for real,’ saysGiulio SucarPregnolato,18,whocametoUBCfromSaoPaulo,Braziltostudybiomedicalscience.‘Itremovesthesensethatyou’realoneinahugepondofotherpeople.Youjustfeelinsertedmore.’”Theseexamplessuggestanewideaaboutorientationistakingshape–onethatstartsearly,even before the student’s arrival on campus, and lasts longer than was the case fororientationspast.They also suggest that formal orientation sessions are increasingly seen as an importantpartofabroaderprocess,onethat includesongoing informationandsupportservices fornewstudentstohelpensuretheyhaveeveryopportunitytoconnectwithfellowstudents,thelargercommunity,andeventhecountryinwhichtheyhavechosentostudy.
ACADEMIC RECRUITING: Implementing Integrated Digital Marketing Presented by 14
Digital Tools
Free/Freemium Tools
MailChimp helps you design email newsletters, share them on social networks,
integrate with services you already use, and track your results. It’s like your own
personal publishing platform.
Dropbox is a free service that lets you bring all your photos, docs, and videos
anywhere. This means that any file you save to your Dropbox will automatically
save to all your computers, phones and even the Dropbox website. Dropbox also
makes it super easy to share with others, whether you’re a student or professional,
parent or grandparent.
HootSuite is designed for professionals who want to drive more value from their
social media activities: manage campaigns, engage with customers and collaborate
internally, all from one secure web and mobile dashboard. Try it free, and choose
from three plans tailored to meet your needs.
Google Analytics provides powerful digital analytics for anyone with a web
presence, large or small. It’s one of the most powerful digital analytics solutions
available – and it’s free for anyone to use.
Paid Services
SurveyMonkey is the world’s most popular online survey tool. It’s easier than ever to
send free surveys, polls, questionaires, customer feedback and market research. Plus
get access to survey questions and professional templates.
Hubspot all-in-one marketing software helps you optimize your website to get
found by more prospects and convert more of your prospective students into
enrolled students.
A/B Testing is a method of website optimization in which the conversion rates of
two versions of a page – version A and version B – are compared to one another
using live traffic. Site visitors are bucketed into one version or the other. By tracking
the way visitors interact with the page they are shown, you can determine which
version of the page is most effective.
ACADEMIC RECRUITING: Implementing Integrated Digital Marketing Presented by 15
Intead IndexFree decision tools for international student recruiting
There are a lot of vendors and tools out
there—we know it is hard to choose and
evaluate. Wouldn’t it be nice if you could ask
a member of your team to analyze all those
options by specific criteria so you could make
an informed decision?
Intead has done the work for you: The
Intead Index is a set of indices that provides
you with the information you need to make
informed decisions about international
student recruitment strategies. Our staff
has worked inside college admissions
offices and understands the challenges
of sorting through this information.
We research, analyze, and compile the
information for you—you make the
good decisions.
Sign up here: info.intead.com/intead-index
I N D E X
for International Marketing & Enrollment
20 LinkedIn Groups International Tour Providers
Social Media Tools
Seminars &Conferences
ACADEMIC RECRUITING: Implementing Integrated Digital Marketing Presented by 16
Com
pany
Owne
rshi
pCo
untr
ies o
ffere
dFr
eque
ncy
Cost
(tran
spor
t/acc
omod
atio
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ot
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URL
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tude
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ns
Linde
n To
urs
Priva
tely
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Gulf S
outh
Asia
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atar
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ia (T
haila
nd, In
done
sia, S
ingap
ore,
Mala
ysia,
Vie
tnam
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ina, L
atin
Amer
ica (B
razil
, Colo
mbia
, Ec
uado
r, Dom
inica
n Rep
ublic
)
Bian
nual:
Fall (
Sep/
Oct,
Sprin
g (Fe
b/M
ar/A
pr)
$1,20
0 - $3
,600
(citie
s opt
ion, a
nd
fairs
only)
$4,70
0-$1
8,000
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th ac
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ax
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AIIE
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mbo
dia,
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am, B
rune
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uthe
rn Eu
rope
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tuga
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in,
mor
e), E
uras
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ussia
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enia,
Ukra
ine, m
ore)
, So
uth a
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ntra
l Asia
(Sri L
anka
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al, Pa
kista
n,
Bang
lades
h, m
ore)
, man
y mor
e
Annu
al: Fa
ll (Se
p/Oc
t/Nov
), Sp
ring (
Feb/
Mar
/Apr
)~
$3,00
0-$5
,300/
full t
our (
varie
s/to
ur, in
clude
s tra
nspo
rtatio
n)40
0 - 2,
000/
city
~ 50
(var
ies/to
ur)
IIENo
n-pr
ofit
India
, Taiw
an, C
hina,
Indo
nesia
, Viet
nam
, Th
ailan
d, Br
azil
Bian
nual:
Fall (
Sep/
Oct),
Sp
ring (
Feb/
Mar
)~
$1,55
0-$1
,700/
city (
IIE-
Mem
ber)+
~20
0 fo
r non
-IIE
mem
bers
200 -
1,00
0/cit
y ~
40 (v
aries
/city
)
FPP
EDU
Med
iaPr
ivate
ly he
ldM
exico
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thea
st As
ia (In
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ailan
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Euro
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pain,
Italy
), La
tin Am
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(Co
lombia
, Ven
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la, Pe
ru, E
cuad
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Bian
nual:
Fall (
Sep/
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Sp
ring (
Feb/
Mar
/Apr
)~
$1,80
0-$4
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city
~2,0
00 -
10,00
0/cit
y30
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ISN
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dia, G
ulf
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uwait
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, Qat
ar, Ba
hrain
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Bian
nual:
Fall (
Sep/
Oct/
Nov)
Sprin
g (Fe
b/M
ar/A
pr)
$7,95
0-$1
8,950
/tour
(reg
istra
tion,
re
giona
l fligh
ts, Vi
sa se
rvice
s and
ho
tels
includ
ed)
~ 35
0 - 1,
700/
city,
varie
s by l
ocat
ion20
max
/ tou
r
BMI
Priva
tely
held
Braz
il, Ch
ile, C
olom
bia, E
cuad
or, Pe
ru, V
enez
uela
Bian
nual:
Fall (
Sep/
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Nov.)
Sprin
g (M
ar/A
pr/
May
)$2
,700 -
$16,8
00/ci
ty ~
1,000
- 4,0
00/
city,
varie
s by l
ocat
ion~
140
IES F
air
Repr
esen
tatio
n Pr
ogra
mPr
ivate
ly he
ldCh
ina, B
razil
Bian
nual:
Fall (
Nov)
, Spr
ing
(Mar
)$2
,700 (
China
),$2
,600 (
Braz
il)10
0,000
+ st
uden
ts an
d par
ents
tota
l
CIEE
TPr
ivate
ly he
ldCh
inaAn
nual:
Mar
ch$2
,830/
city
40,00
0 ove
r 7 ci
ties
~44
3 ove
r 7 ci
ties
A2 In
tern
atio
nal
Educ
atio
n Fa
irsPr
ivate
ly he
ldTu
rkey,
Cypr
us, A
zerb
aijan
, Kaz
akhs
tan,
Mor
roco
, Eg
ypt a
nd Sy
riaBi
annu
al: Fa
ll and
Sprin
g$5
,500 -
$6,90
01,5
00 -
14,00
0 stu
dent
s/fair
550 i
n tot
al
AIEF
Educ
atio
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urs
Non-
profi
tCh
ina, K
orea
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Sept
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r, Oc
tobe
r), Sp
ring (
Mar
ch),
and C
hina -
Sum
mer
(Jun
e, Au
gust)
$1,10
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1,500
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ge
nera
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o 10
0,000
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per l
ocat
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Dig
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leas
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info
rmat
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xlis
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ACADEMIC RECRUITING: Implementing Integrated Digital Marketing Presented by 17
Com
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ACADEMIC RECRUITING: Implementing Integrated Digital Marketing Presented by 18
Com
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ACADEMIC RECRUITING: Implementing Integrated Digital Marketing Presented by 19
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ACADEMIC RECRUITING: Implementing Integrated Digital Marketing Presented by 20
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ACADEMIC RECRUITING: Implementing Integrated Digital Marketing Presented by 21
88 Ways to Recruit International StudentsA comprehensive survey of recruitment ideas and practices
Successfully implementing a comprehensive recruitment strategy is complex, and on an international basis, even more so. This book provides a wide range of tactics you can use to build a robust strategy.
~ David L. Hautanen, Jr. Former Director of Admission / Director International Recruitment and Strategic Initiatives, Northeastern University, Massachusetts
Executive SummaryLet’s first look at the big picture of attracting students. Marketing traditionally has had two distinct components: brand marketing and direct marketing. Universities have, in most instances, an institutional separation of these functions as well. While the marketing department tends to be in charge of the overall branding campaigns (e.g., billboards, TV, and radio), the admissions department manages the direct marketing (e.g., high school visits and college fairs). The email direct marketing also tends to be based within the admissions department.
Holistic student enrollment marketing must embrace both components and aim to strike a financially responsible balance. Our handbook explores development of branding and marketing, particularly those elements that have been made possible with recent advances in technology and social media.
Direct marketing, whether offline or online, has the distinct advantage of allowing you to tie your results directly to the marketing expense. You can calculate the “direct” Return on Investment (ROI).
The challenge here is that we do not know every one of the factors that influenced the final enrollment decision. Selecting a university is a complex decision. Students’ friends and parents as well as institution websites play a critical role. So how do you calculate the all-inclusive return?
Due to size and fragmentation, brand marketing in international markets is even more difficult than in
the US market. And even in the US, most universities focus on a limited geographic radius. Nevertheless, the internet and social media make it feasible and critically important to include a consistent brand building effort in your marketing. You can’t afford to let US News & World Report determine your international brand perception. Your material – well conceptualized, crafted and disseminated – should shape the perception and position of your institution.
Throughout this text, we mention a great number of recruitment solutions, non-profit organizations and for-profit companies that provide services and connections to assist with international student recruitment. We do not endorse and we are not sponsored by any of these groups for this publication.
How Alumni Can Help with International Recruitment
1. Direct recruitment activities such as interviewing candidates
2. Identifying new business targets
3. Internship placement for foreign and domestic students
4. Hosting receptions for parents of high school students
5. Help at education fairs Source: University of Michigan, http://cob.umd.umich.edu/693401/
ACADEMIC RECRUITING: Implementing Integrated Digital Marketing Presented by 22
Student Counselors and AgentsBuilding and Managing Your International Network
Once again, Intead has produced a thoughtful analysis of an important development in international education. This monograph will be useful to any institution considering an agency-based recruitment strategy, as well as institutions that are already on this path.
~ Mitch Leventhal, PhD Former Vice Chancellor for Global Affairs, The State University of New York System
Executive SummaryAgent recruitment has an air of picking the easy and cheap way to find students as opposed to the typical US domestic student recruiting process of visiting high schools and attending college fairs. Our research shows that successful recruiting via agents is neither easy nor inexpensive. Building, supporting and managing an agent network requires initial investment and ongoing commitment and resources.
In interviewing more than 50 professionals in this field, we found those adding this recruiting channel had deliberate strategic and practical reasons to do so. Here we highlight the advantages and value of agent recruiting:
• Consistent presence in the country with local representatives and offices versus fly-in/fly-out admissions officers
• Local cultural understanding of the education tradition and an ability to convey the complex US admissions process
• Language facility and ability to communicate with students and parents
• A successful, well-designed and managed agent recruiting channel requires:
◆ Ongoing support internally and externally
◆ Thoughtful selection, evaluation and monitoring of the partner agencies
◆ Consistent and repeated training of agents
◆ Direct personal interaction and communication via as many channels as possible (visits in-country, visits by agents to the institution, email, phone, video conferencing)
◆ Consistent evaluation of results
◆ Fair and prompt compensation to agents
Global
Training
Transparency
Communication Optimize
Best PracticeStudents
India
China
Trust
MarketingChannels
Guidance
Overseas
Enrollment
We interviewed 50 professionals (partial list):
Ron Cushing, University of Cincinnati
Joseph DeCrosta, Duquesne University
Andrew Eisenhardt, Drexel University
Tony Littlefield, Washington College
Krista Northrup, SUNY
Debbie Thorne, Texas State University
Sara Tully, University of Wisconsin–Milwaukee
Charles Wilkerson, Tennessee Tech University
ACADEMIC RECRUITING: Implementing Integrated Digital Marketing Presented by 23
June 2, 2014
OMG: In China, This Language Teacher Has SwagBy Debra Bruno
Jessica Beinecke gets this reac-tion a lot: She’s walking down the street in a Chinese city, and she’ll be recognized by one of her 400,000 Weibo followers or even one of the 40 million who have watched her videos. With platinum blonde hair and big blue eyes, the young woman who has taught Americans how to say “twerk” in Mandarin and stu-dents in China how to talk about “House of Cards” stands out.
“They’ll say, ‘Eh? Bai Jie?’ And then we’ll take a selfie,” says the 27-year old Ohio native who takes learning a language to a whole new level.
Ms. Beinecke, known to her Chinese fans as Bai Jie (..), has made a name for herself since 2011 with her bright, funny and short expla-nations of English slang – includ-ing “twerk,” “swag,” “freaking out,” “awesome,” and “life hack,” as part of a daily Voice of America online video program called OMG Meiyu, or OMG American English.
She says she chose her name in college to sound a bit like her giv-en name. Directly translated, bai means white and jie means “clean” or “pure,” she says. Step aside, Justin Bieber.
Apart from her work with OMG Meiyu, Ms. Beinecke also has two new sites she developed herself and launched in January: Crazy Fresh Chinese, which teaches Chinese terms to English speakers, and Bai
Jie LaLaLa, which like OMG Meiyu teaches English expressions to Chi-nese speakers.
Thanks to such work, she’s got a Chinese following that can reach a certain level of fanaticism. One of the top Google search terms under her name is “Jessica Beinecke boy-friend.” When her male followers ask if they can be her boyfriend, she says, she handles it accordingly: “I just write, in Chinese, the words for ‘ha ha,’ and put a smiley face and just move on. I say, ‘thank you.’ It’s a compliment.”
On the comments section for her Voice of America videos, fans offer English-language tributes such as “Bai Jie is very lovely” and “I love Bai Jie. Hope she was my girlfriend.”
This is not your mother’s lan-guage instructor. Ms. Beinecke is cheerful to a fault, throws in a goofy giggle in the middle of her mini-les-sons – which can be as short as 30 seconds – and seems to have an unerring sense of what her follow-ers might want to understand. For Chinese-language students on her Crazy Fresh Chinese site, that in-cludes how to say “House of Cards,” the popular U.S. television minise-ries that explores the machinations of Washington’s power struggles. As part of those lessons, she dressed up as the characters Frank Under-wood, Claire Underwood and Zoe Barnes and gave lessons on terms like “Friends make the worst ene-mies” and “conniving.”
Continues
Ms. Beinecke poses with fans in Beijing.
CHINA
ACADEMIC RECRUITING: Implementing Integrated Digital Marketing Presented by 24
And in the 700 OMG Meiyu broadcasts she’s made so far, she offers English-language students almost an urban dictionary of the kinds of terms young people use, like “get over it,” “wakey wakey,” tough love,” fantabulous” and “my bad!”
Young people are tired of lessons that slog through statements like “I have three people in my family” and “we have a dog” and “we live in a house,” she says. “It’s a little dry. I kind of spice it up and give them
something to use. They can say when they go to Starbucks, ‘Hey, get me a zhong bei dou na tie – give me a medium soy latte. It’s something
they can use in the moment. So I think that’s what really connects.”
She is also developing a follow-ing among U.S. high school and college students. “The looks on their faces when they learn there’s a word for swag and twerk in Mandarin, they instantly have this new con-nection to Mandarin and they can more instantly relate to a language that they thought up to that point was foreign to them,” she says.
Ms. Beinecke introduces twerk-ing on her Crazy Fresh Chinese site
by giggling and announcing: “This is the most important Mandarin lesson you’ll ever have in your en-tire life.” She goes on to repeat the
words dian tun wu, adding, “It lit-erally means ‘electric butt dance.’ Oh yeah.” And then she dances a bit with her arms in the air.
Recently in Beijing to talk about the 100,000 Strong Foundation, which encourages American stu-dents to study in China, she also visited a middle school in Beijing. “This seventh-grade girl came up af-terwards and very quietly said, ‘Bai Jie, I drew this for you,’” she says. “It was a really pretty cartoon of me and under it in very pretty writing, it said ‘Jessica.’”
Another student in Chengdu drew a portrait of her in a hat with big glasses, as an illustration of the word “swag” (fan’er). “It’s on my wall in a very narrow hallway,” she says. “My boyfriend won’t let me hang it out in a prominent place.”
She thinks her viewers feel close to her because of the intimacy of her shots: she shoots her videos with a cell phone camera and talks directly to the viewer. “It feels like we’re hav-ing a one-on-one conversation. And that’s on purpose,” Ms. Beinecke says.
Her formula seems to be work-ing. She says, “I just think young people have so many similar inter-ests, and for them to have an op-portunity to connect in a real way with those with similar interests, is something I hope to provide every day. And to do it in a way that also addresses their attention span.”
Continued from previous page
Ms. Beinecke poses with a fan wearing a fake tattoo with the Chinese characters for ‘swag’.
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