Digital marketing nafsa 2015

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

EMAIL

1

1 Week

EMAIL

2EMAIL

3

2 Weeks

EMAIL

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

Facebook

QQ

WhatsApp

Q Zone

Skype

Twitter

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

WhatsApp

Facebook

38 Years

To reach 50 million users it took

Radio

Television

Internet

WhatsApp

Facebook

13 years

To reach 50 million users it took

Radio

Television

Internet

WhatsApp

Facebook

4 years

To reach 50 million users it took

Radio

Television

Internet

WhatsApp

Facebook 62 days

To reach 50 million users it took

Radio

Television

Internet

WhatsApp

Facebook

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

WhatsApp

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