Tag Archives: International Students

International Student Recruitment: How to Keep in Prospective Students’ Minds with your Presentation

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In my opinion, visiting schools around the world is perhaps one of the most effective ways of recruiting international students. When attending education exhibitions, there are so many universities around that it is a much more difficult task for the prospective student to be persuaded. Every university has a selling point and I believe at some point the prospective student can switch off with so much information fed to them. However, with school presentations, you can catch a large number of students’ attention and have a lasting presence in their minds if you can put on the right performance. Not always will it result in recruiting students, but I’m pretty certain that your performance in your presentation can and will increase your brand recognition in the long run as well. So I have put together 6 points on how to wow your audience and have a lasting effect in their minds for future recruitment with the right presentation.

1) What message do I want to give?

The first thing you must do is think and plan carefully the message that you want to give to prospective students. There is only so much that you can say in a short amount of time without them starting to get distracted. Think about what it actually is that they want to hear from you. You have to give your message in a super clear manner. Think about the most frequent questions that are asked from you. Make sure you put these answers in-between an attention catching intro and an effective finalizing summary and you’re good to go on to the next stage.

2) How long should my presentation be?

Schools are very reluctant to give you much time, but they do normally allow an hour for you to speak with them. Despite this time frame, let’s not forget that an average attention span for students is around 10-18 minutes. Therefore try to keep your presentation between 30-35 minutes at most and allow 15-20 minutes for questions.

3) What  presentation tool should I use?

Although many people around the world are still using Microsoft PowerPoint, when giving presentations to students I recommend that either Prezi, PowToon or #Slides is used. The reason is that the slides are just so much more fun to look at than PowerPoint. This means that you will keep the prospective students’ attention much longer than PowerPoint. If anyone is still using PowerPoint to give presentations to young prospective students, then trust me, you must change today!

4) How should I design my presentation?

Always remind yourself about the profile of your audience. Although you may have a lot to say and want to write many points in your slides, don’t forget that you also need to put some visuals to keep your audience’s attention on your presentation. Try and design your presentation in such a way so that an interesting picture will also at the same time describe what you actually trying to say. It will be fun and interesting to look at, and you will keep your audience wondering what will come next.

5)  My presentation is complete, now what?

Now it’s time to work on your performance. You may be a quite person in your private time, you may look like the sensible type from outside, you may even get told that you don’t look like you have the profile for the job because of your calmness with others. However, when you get on that stage, when the microphone is handed to you, this is the time when you turn into a star and give that performance that will wow the prospective students when no one expected from you to do so. There are two concrete rules for this; practice and confidence. Practice your presentation over and over again. Learn every bit of it with your eyes closed. This will cut out any pauses in your speech, it will cut out any “errms” and “uuhhs”, it will also speed up your presentation time. When you practice, you also develop a good tone of voice as well. Practice brings you confidence, and having a high level of confidence can actually be felt by your audience, assuring them that you are on the ball and giving them the trust on what you are saying to them. When students feel like they can trust what you’re saying, that is when they start to consider your university as a next potential destination.

6)  Should I present alone or with a partner?

If your partner is trained for this presentation as you are, then feel free to present with him/her. However, if you travel with academic faculty members, current students or alumni to intentionally give these presentations, then I’m afraid your presentation will not have the same wow affect as it would have done if you had done it alone. In this case, I would advise you to conduct the presentation yourself and leave your partner for questions. Do not get me wrong, having an academic faculty member, a current student or alumni with you abroad definitely has huge advantages! However, if you want your presentation to stand out, keep them to the side and use them afterwards to bolster and back up your performance.

Start improving tomorrow

With an attractive and to the point presentation along with a powerful delivery, the chances of recruiting students for your institution will significantly increase. Not only that, but your brand awareness will also increase because you will have a lasting effect in the prospective students’ minds. You may not recruit that specific student, but you may recruit a friend or family member of that student when he/she goes home and describes the cool presentation of the university that visited his/her school. So tomorrow, get your team together, go over your current presentation, and start improving it if you haven’t yet done so!

Good Luck!

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Higher Education: 7 Tips to Select the Right Student Recruitment Agent for Universities

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As the number of universities looking to diversify their students and break into new markets increase, we are seeing an increasing surge of student recruitment agencies (education consultants they call themselves) pop up around the world. No matter how much you research about a specific market, without finding the right contacts to support you, breaking into that market can prove to be a very challenging task.

You may think (and we wished it were that way!) that the ideal way of breaking into a new market would be to contact schools directly and visit them so that you can reach the prospective students via presentations. However, unfortunately this is not as easy as you think. In many countries, you may find that your emails are not even answered, the phone number found on the high schools website is not working, the secretary that eventually does pick up the phone ( after calling 8 times!) may not speak English etc. The time difference is another setback especially when trying to call countries in East Asia.

These issues prompt universities to start searching for a middle man (Education Agents) so that they can facilitate this process and support the university with breaking into the market. If you find an agent with the right connections, you can eventually visit schools at the right time, visit high level officials in the ministry of education in that country and fly over after the national exam results are out so that you can brief high school students/graduates about your university in the agent’s office. Not only this, but agents assist students with their applications and after through training by the university representatives, while also giving the best possible information to the student about your institution. When all these benefits are added up, finding an agent that can be your representative is a very attractive idea.

So how do you find the right student recruitment agent to work with? Here are 7 tips that will help you find the right person in order to break into the target market;

1-Is the student recruitment agency certified?

There are so many agents working around the world without certification. Many are even doing this as a part time job! I’ve even seen students who are still pursuing their studies, enter this business and have indeed become successful. However, my piece of advice would be to always stick with a certified agent. This means that they are approved from their government and ministry of education. This also is an indicator of just how serious they are in this business and their level of commitment.

2-Does the student recruitment agency have connections with local schools as well as the ministry of education?

If the agent has a strong network in the market, then that agent’s a real player. It means that the agent can be your key for success in that market. However, it still doesn’t mean that the job is over. Crucial questions must be asked to get a better idea of just how well connected he/she is;

a) How often do you visit or network with high school representatives?

b) What type of previous experience do you have with the ministry of education?

c) What type of schedule could we put together to promote the university?

d) What would be the best time to plan and execute such a schedule?

These questions can give you an idea of just how well the agent is connected without directly asking them if they can do what you actually want them to do. If you ask a prospective agent ‘can we do school visits?’, they will not say ‘no’. They will say ‘yes’, so that they can get the contract signed between both parties.

3-How many universities does the student recruitment agency work with?

This is a tricky one. Do you go for the established agent with years of experience working with over a hundred universities? Or do you go with someone that has only a handful of universities? My experience has shown that agents who have a small number of universities perform much better then bigger companies. This is because bigger companies already have a set of universities which they are happily working with and getting paid from. Additionally, counsellors working at these companies already have a set of universities whose application process they are comfortable with and have not got any negative feedback from students enrolled there. So why would they all of a sudden turn their focus to a new university? Unless you are offering huge commissions, these counsellors will not be pressured into sending your institution students. Therefore, do not expect a big number from these companies. On the other hand, working with a smaller company means that there will be more focus on your university along with an increase in referrals which will result in a higher number of students.

4-How many students does the student recruitment agency send abroad each year?

This information will give you an idea of just how active the agency is. Find out exactly which type of programs these students are sent to. Are they language programs, undergraduate programs or postgraduate programs? Which program has the most focus? Neither a very huge number or a very small number should impress you. It is important to work with an agent that is busy enough to keep his/her focus on student recruitment, but at the same time should be thirsty enough to send even more students abroad.

5-Does the student recruitment agency charge students for administration fees?

Student recruitment agents have their own reasons for charging students or not for applications. As universities we cannot interfere in an agent’s business model. However, in order not to put students off, we do prefer that agents do not charge students as they get their hard works reward through commission payments anyway. This also prevents any possible conflicts between the student and the agent as well. We have seen many cases where students fill in an application via an agent but then do not follow up with it as soon as a fee is requested from them. They then search for another agent to assist them, and conflict between agents may occur. Although this may not seem like a huge problem at first, it may create a bottle neck for prospective students that would like to study at your university.

6-What is the yearly budget for social media advertising and which social media channels are used?

Almost every agent you speak with will tell you that they actively use social media for marketing purposes. But just how active are they? How many adverts do they pay for on Facebook? What about YouTube? Instagram? Twitter? How many times a month will they advertise your institution? These are all questions that need answering. With these questions you will get a clear understanding of just how engaged they are in regards to digital marketing.

7-Are there any exhibitions organized by the student recruitment agency?

Exhibitions are huge money generators for agents. This is because they receive money from attending universities, and they also collect leads to follow up for the future. Therefore most agents organize education exhibitions in order to generate more income. Attending fairs is  very beneficial only if the visitor profile is right, so make sure that you find out about past expo statistics in order to figure out whether to attend the expo or not. Not all agents organize exhibitions. If they feel satisfied by the foot traffic to the office and the results, then they do not feel the need to organize such an event. Nonetheless, having an exhibition organizing agent should be seen as another plus for your marketing strategy, providing that the audience is right.

As the level of competition among agents becomes ever so fierce in today’s environment, finding the right agent becomes ever so difficult for universities. In fact, you may find that many agents can give false promises just so that they can get your university on their clientèle list. They then do not meet their promises or fail to organize any type of meeting for you to be able to break into that market. It’s a difficult process for us university representatives. You want to make sure that you will find such an agent that will support your efforts in increasing your brand’s awareness and most important of all, your student numbers. At the same time, the agent has to be convinced that his/hers efforts will pay off. As you can imagine, it is a difficult balance to find. However, the 7 tips mentioned in this piece can ensure that you keep on the right track to select the right agent for your institution.

 Good Luck!

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Studying Abroad for the First Time? 5 Tips to Help You Settle in Fast

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Going abroad to study is always a daunting experience to begin with. Leaving behind friends and family to begin your adventure alone, in a setting you are not familiar with is a courageous move in itself. However, not everyone can adapt and go on to complete their mission. Many students grow up with their parents’ expectation to study abroad  without even consulting with them. Many go abroad because of the social pressures they feel from others around them. Many even believe that studying abroad in one destination would give the same experiences as studying in another destination. Students may have an acceptance letter to study in the UK or USA, but studying in London will not give the same experience as studying in Durham, and neither will studying in New York as opposed to studying in Lafayette. When the correct amount of research is not done, and the right type of mind set is not present, this is when the cracks begin. These are the typical student profiles that are doomed to fail and return to their countries.

In order to help students prepare better for study abroad, I have 5 tips that will help them settle in and adapt quickly to their new surroundings;

1) Read as much as you can about the destination you are going to

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What’s the lifestyle like there? Are people friendly? Is it safe? These are just some of the crucial questions you need to find out before you get on the plane. You need to be prepared for where you are going as much as possible to avoid any shocks. Therefore read reviews, study the history of the city you are going to, speak with friends that have been there before and try to be best prepared for what you will find.

2) A friendly hello can take you a long way

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Always keep in mind that your fellow freshers are in a new environment just as you are. This means you have a common subject to talk about from day 1. Don’t be shy to say hello and ask a few questions  about where he/she is from. Meet as many people as you can. It’s important that you start building your network quickly in order to find the people you can best get along with. You’ll feel much more confident in university when you know that you have people around you that you’ve met before and can go talk to.

3) Attend all orientation & workshops

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With orientation week you’ll find that 99% of freshers will attend the first sessions of orientation. As soon as things start getting familiar with the students, the attendance for orientation drops to about half by midweek. However, little do they know that these sessions are the most important ones that will help them settle in and adapt quickly. It will help avoid any stress or inconvenience later on when studies commence. Therefore, my advice is to attend all sessions and use these sessions to also socialize and meet new people. Additionally, workshops are also vital for those who need to adapt quickly to the academic side of the university. For example, workshops on academic writing or referencing can give you a head start for your education.

4) Attend all classes

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Never forget the purpose of your travel. They say that 80% of success at university is attendance. Attending all your classes will put you on firm ground for having a good first year. If you start regularly skipping class, then trust me things will not go well. If things don’t go well in class, this will only put more pressure and stress on your shoulders and therefore make it harder for you to adapt to your new home.

5) Stay Positive

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Yes, there will be times when you become homesick. You’ll miss your family, friends, parents’ food, speaking your native language regularly, your hometown etc. However, these are things that you should expect will happen. It’s about how you go about overcoming these moments. Technology has really helped in communicating with family and friends and I believe has eased this process. Until the technology of teleportation is invented, the other things you miss will have to wait. Just remember to stay positive, remember why you’re there and realize that when this is all over you will look back and say those were the best years of your life.Try to enjoy it as much as you can while keeping your priorities in order.

For students going abroad to study for the first time, these essential tips can take you a long way in settling in quickly. The earlier you can settle in, the quicker your success will come.

Good Luck!

 

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Higher Education: How to Decide Whether or Not to Attend an Overseas Study Abroad Exhibition

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As International Student Recruitment Officers, every year we receive hundreds of invitations to study abroad or education exhibitions via email or even post. Attending all exhibitions is not possible, so how do we ensure we make the best decisions when adding these events to our yearly marketing schedule?

Exhibitions = Time + Money 

Exhibitions take up a lot of valuable time. Mostly in one city an expo lasts for 2 days. National ones can last up to 10 days. A 10 day expo may cost you anywhere between 5-10 thousand dollars to attend.You don’t want to attend an expo and be disappointed. You definitely don’t want go back to the office and write in your report that it was a disappointing expo. You want your money’s worth and above all, you want results.

Is the Exhibition the Right One for You?

Be careful with exhibitions labeled as education exhibitions. You may find that education exhibitions are more dominated with innovative tech companies focusing on education, or private high schools trying to attract prospective student parents’ attention. These type of expos do not attract the type of student profile you want. Although there may be other universities present, I would not recommend these types of fairs as it is highly likely that you will not find the intensity of attendance that you would expect elsewhere at a study abroad fair. So make sure that you clearly understand what type of expo it is that you are attending.

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Be Realistic about your Attendance

If your university does not attract Europeans or Asians, then there is really no point  in attending study abroad expos in these countries unless you have a clear cut strategy of how you will have a strong presence in the target market. For example, an education fair in Malaysia might sound like a good idea, but as a university in Cyprus, I have to ask myself why should I go if respected international campuses are offering Malaysians the chance to study in their home countries at much more affordable costs with no travel expenses? What type of competitive edge can I have over these universities in that country? If I haven’t done any type of PR in this market before, how will I compete with other rival universities that have?

If you seriously wish to break into these type of new markets, then you have to work on building your brand awareness in that country, and without this being accomplished first, my opinion is that you will be flushing your money and valuable time down the toilet.

Research

The first step when getting an invitation for a study abroad expo is to ask for statistics. How many people attended previous expos? What was the student profile like? Are there any schools that have confirmed attendance beforehand? What are the dates? Is the expo organized at a good time? Will students be able to attend? are just some of the crucial questions that must be answered before you decide to attend an expo. However, it doesn’t stop there. Ask which universities have attended before. Contact them and ask for feedback. You may have someone you know working for a university that has attended before.

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Timing of the Exhibition

The timing of an exhibition is also one of the major factors that should influence your decision of attendance. Do not bother going to an expo if you know that their mock or final exams time is very near. Exhibitors know that generally the best time to organize an expo is end of January till early April. That is why many exhibitions are cramped up between these months. However, others try to fit in an expo at another time away from the busy season, hoping that more universities will take part while at the same time praying that prospective students will have the interest and find the time to attend. In my personal experience, I have found that these type of exhibitions do not attract the same number of students as it would usually do in the right period. Make sure that the expo you will be attending is at a time where students will actually be free to attend.

Quality > Quantity

Another important thing to have in mind is the attendee profile. Many study abroad expos give statistics of their yearly attendance. Analyze these statistics well. For example, an expo may declare that 5000 people attended the previous year, but how many of these attendees were actually final year students looking for a university? How many attendees were below the age of 16? How many people were parents? How many attendees were just wanderers? If an exhibition can brake these statistics down for you, then that exhibition should have a place on your list, above its competitors in that market. In short, don’t be fooled by the quantity of people that attended the expo, try to find out it’s level of quality.

Finally, while attending study abroad exhibitions around the world may sound like a whole lot of fun for many people, in reality it is actually a very tiring challenge with a lot of responsibilities and pressure on our shoulders to deliver results. Therefore, in order to make sure that our efforts pay off, taking the above guidelines into consideration will put us onto the right track for success.

Good Luck!

 

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Higher Education: Improving Your International Student Numbers From the Office in 5 Steps

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Selecting a university is a life changing decision for all prospective students. Today, thanks to the Internet, prospective students have thousands of universities to choose from out of many different destinations. Universities are now competing with each other over who can get the best message across to prospective international students around the world in order to recruit them.

Luckily for me, I work for a university that is heavily involved in International student recruitment and from my experiences I can say that there are still many universities out there that are not giving enough importance to international student recruitment. To give an example my director attended the NAFSA (National Association of Foreign Student Advisers) conference in the USA (2015) and was shocked to see that a student recruitment system far less superior than ours  was being introduced to universities.

Prospective international students are having a hard time easily accessing:

  • Admission Criteria
  • Scholarship Opportunities (if any)
  • Application Procedure

Without giving any names, many prospective students are finding it difficult to access the information above in a clear and efficient manner of many universities around the world including in many EU countries. Perhaps the demand for these universities are high anyway, which pushes international student recruitment reforms to the back of the pile when it comes to their policies; however there are many reasons why this should not be ignored.

International Students bring:

  • Increased International Outlook
  • Enriched Campus Culture
  • International Marketing (Organic)
  • New Ideas
  • Increased Awareness of Other Cultures
  • Increased Profits
  • Long Term Benefits for Future Recruitment

So I’ve put together 5 important steps to improve your international student numbers from your office.

1) Easy Access to Online Information

This may sound easy to do, but it requires a lot of thought and planning. How will you get your message across to the prospective students as quick as possible before they get bored, give up and move on to the next university? Your information should be accessible within 2 or 3 clicks. Some universities like to keep a corner of their home page dedicated to International students, so that as soon as the page opens, prospective students will see and click straight away to access to the information they are looking for. Some universities like to keep this information under a tab called international students, which is invisible unless you hover your mouse over it. Some universities like to keep the information under one general tab called undergraduate students, which then leads to the page you are looking for a few clicks later. As I mentioned above, the aim should be to help prospective international students get to this information as soon as they can. Therefore, if you cannot reach this information within 2-3 clicks, then a need of reform is suggested on your web page.

2) Display the Information Clearly

Once students get to the 1st page of admission criteria, it is important to keep other information related to scholarships, tuition, living costs, visa and accommodation visible as tabs on the side of the page. I would advise to add a frequently asked questions tab too, with the objective to cut down incoming email traffic. Additionally, many universities that are already heavily involved with international student recruitment have separated pages for admission criteria according to each country.  This can be optional as it might be a good idea to have admission criteria plus visa instructions all in one page for a specific country. Some universities prefer to display a long single table listing all accepted examinations and another table for visa instructions. If you do not have the resource and time to have a tailor made page for each country, then listing all criteria on a single page in a single table will do.

3) Application Procedure Reforms

The application procedure has to be as simple as it possibly can. A prospective student should be able to complete his/her application within 15 – 20 minutes providing they have their documents ready. A long and tough application period will put many students off. You may think that this will ensure that only the really serious applicants will apply. Not quite if you ask me. Put an application fee between 50-100 USD, I think this may be a more effective filter. In my view, there is no need for motivation and reference letters. I know that many universities use this to try and differentiate applicants from one another, but do they also know that half the time these letters are not even mostly written by the students themselves? There are departments in many high schools around the world which heavily assist in writing these letters. There is huge competition among high schools over who will send the most students abroad to top universities, especially  the Ivy League Colleges in the US. Universities spend so much precious time reading these reference and motivation letters for nothing. Today, in a world where the Internet is now so dominant, I would suggest universities to have short 10 minute interviews with serious prospective students instead, with a couple of clear cut questions.

Additionally, there are some very good online application platforms available for universities to purchase. With the assistance of web developers who have previous experience in this field, a fresh looking, user friendly and tailor made application platform could be created for your university at a reasonable cost. This platform would not only be a platform for application, but also would provide automated statistics essential for your international marketing strategies for the next intake. Feel free to contact me for recommendations.

4) Follow Up Your Applications

In every intake it is very likely that you will have a leakage of applicants. These are applicants which have applied but then have not proceeded with their applications due to a number of reasons. One could be because the student is still unsure if they are making the right decision or not. Another reason could be that they do not check their email inbox as frequently as they should do. It is up to their teachers and mentors in high school to encourage their students (including their families) to have email accounts in secondary school. In many underdeveloped and even developing countries, I have observed that it is common to come across families which do not approve of their children getting so familiar with the Internet at an early age, as they believe this will distract them from their studies. Thus, when the time comes to apply for university, the prospective student does not yet develop the habit of frequently checking his/her email account.

In order to prevent leakage of applicants, the first step would be to contact all idle applications via email first. If they have provided a second email address in their application then ‘cc’ the secondary email too. If you do not receive any reply, then it is important to call the applicant via telephone. I have found that many of the prospective students that fall into this category need a little push in order for them to proceed with their application. The objective is to build a good rapport between the applicant and yourself. Give them the confidence they are looking for to go ahead and take this life changing step. It will make them feel better about their choice and also respect you for taking the time to call them. They will feel that you care, which can prove to be a real game changer. If that still doesn’t work, the application will fail. However, the good impression that you left may work for your benefit in the future if you are recommended to another prospective student.

5) Social Media Marketing

I’m sure you have heard this before, but I still feel the need to stress the importance of Social Media Marketing. Not just for Facebook, but for Twitter, Instagram, Snapchat and YouTube. Successful marketing in all five social media channels will definitely have a positive impact on your international student numbers. There are many professional marketing companies out there offering services to do this for you. DON’T DO IT! Sorry for those offended, but ridiculously expensive amounts are being charged for so little. With just a few clicks and 10 minutes of your time, you can organize a successful social media campaign yourself at a third of the cost. If you haven’t had any training on social media marketing before, there are hundreds of free tutorials of how to do this on the web and even on the social media channels themselves. Use social media marketing as a strategy that will pull prospective students to your website and increase applications in the long run as well as increasing the brand awareness of the university.

Finally, if you are working for a university that is looking to increase its international student ratio on campus, increase its international outlook, increase its brand awareness and consequently increase its profits, then these 5 steps will help you do so without leaving the office.

Good Luck!

 

 

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Terrorists terrorizing student recruitment in higher education. What can we do?

“Universities rather than individually, must now act collectively”

Terrorism isn’t just about an attack happening in a specific place in a specific country. It does not end when the shooting or bombing ends. The knock off effects for almost every sector in the country must be considered. Regarding higher education, increasing terrorist attacks are changing the perceptions of countries for prospective students around the world. France, Belgium, Turkey, Saudi Arabia and Iraq have been the latest victims. In other countries such as Nigeria and Pakistan, it is ongoing. Studying abroad has been such a trend throughout the years that universities rather than individually, must now act collectively and figure out how they must get the message across to prospective students to assure them that studying in their host country will be safe for them. Many prospective student parents are now opting to send their children abroad for postgraduate studies rather than undergraduate. They cannot bear the thought of sending their children for three or four years in such an environment. The media doesn’t help either. For somebody living in Asia for example, if all they see are bombs going off in Turkey on the news, then what type of image does that leave in their minds?

First things first, the golden rule in marketing higher education is to always be honest about what you say. This is a life changing decision for the prospective student you are talking to, you can’t afford to sell lies and it could be very damaging for your career and the institution in the long term. If there is a serious threat in or around your institution, then you cannot hide this but instead stress as much as you can that the university is doing as much as it can on improving safety on and around campus. If your institution is not affected directly by an attack, or is in another city or a neighbouring country from where an attack took place then your job is a little easier.

I class universities into the below categories when an attack occurs;

Highly Affected: Universities in the city of where an attack has taken place

Mildly Affected: Universities in other cities but within the host country of an attack

Slightly Affected: Universities in neighbouring countries of an attack

In the event of a terrorist attack, if the university you work for falls into one of these categories then I’m afraid your institution has taken a knock on its image and its attractiveness has somewhat decreased as a result, despite the attack having no direct aim towards the university itself. This type of unwanted situation can demolish a university’s efforts in international marketing and branding very quickly hence they need a strategy to be able to overcome the aftermath of such an event in the best way possible. Besides this, when we look through the prospective student and parents’ perspective, faith needs to be restored as quickly as possible to be able to consider studying in a country affected by terrorism. Below are some strategies that some universities have begun to implement to bring any negative consequences to a minimum either before or after an attack has occurred.

“Universities now have to find a way to market themselves as a safe haven”

Universities whose destinations have been hit by an attack or not, now have the struggle of getting the message of safety across for prospective students parents. “Will my child be 100% safe in that country?” “What is the chance of an attack happening?” “Will I be able to sleep comfortably while my child is abroad?” are just some of the questions that go through the parents’ mind. Rather than bragging about the achievements of the university, universities now have to find a way to market themselves as a safe haven. Perhaps an obvious way could be social media. Facebook has launched live video streaming, which could be used frequently to show live events as well as everyday life including the safe environment on campus. The age of Facebook users has increased in the last 5 years dramatically which means that the chances of parents coming across your content is high. Today the social media app Snapchat has swept across the Earth and is on millions of young teenagers’ phones. It is becoming an increasing trend among universities as well. Perhaps it could prove to be a tool that can give assurance of safety to students as well as parents as it shows content throughout the day.

“The word “safe” itself has become a key word in visual material of universities”

Universities must also think about how to include safety in their slogans and promotional material. The word “safe” itself has become a key word in visual material of universities. Many of them have begun to design visual material that looks homely or cosy in the library or classroom for example, giving the assumption that the prospective student will feel at home and away from any threat. Videos are also being made in homely settings and then advertised. Universities based in countries that have been affected by terrorism are now looking to increase these efforts through both printed and digital content. However, sometimes the universities’ efforts themselves are not sufficient enough to convince the parents. Another way universities try to go around this is gathering testimonials from current students. They display content on their websites as a reference from an independent source (the student) in the hope that it will be more convincing. This could work, but it depends where it is used. For example, getting a group of students together to form an independent blog about the university and publishing their views there may be more effective than putting it up on the official website of the university. I believe it gives more of a sense of credibility towards what is written, therefore can be more persuasive for the prospective student and the parent.

“Could TV Dramas be a Solution?”

One way that Turkey has tried to work around this is through their many Turkish drama series.  Go to any of the Gulf countries and you will find they are very well known. Turkish embassies have worked hard to get them air time in these countries. These dramas are advertising Turkey in such an attractive way that prospective students develop a dream to study there, despite what is going on. In my visits to these countries I frequently get asked about them, sometimes I get asked about the drama itself rather than the university I work for which can be annoying especially when there are people queuing to talk to me behind. These dramas are aired in Kyrgyzstan, Kazakhstan and Bangladesh as well. Perhaps other countries looking to increase their awareness could seek such a solution, too.

“International Students = Culture, diversity, ideas and dollar signs for some”

Today, universities have come to realize the importance of recruiting international students. They bring new cultures, diversity and ideas. They become university ambassadors after graduation. For many universities that focus more on quantity rather than quality, they are viewed as dollar signs. As the competition in Higher Education gets ever so fierce, the strategies above could save your institution from a lot of headache in the future in the event of an attack while minimizing the risk of damage to your brand.

Please feel free to comment if you have any views on this.

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