Tag: Marketing

Common mistakes when marketing to Chinese students

“Reaching Chinese students is easier said than done in a highly unique digital ecosystem in which many large universities have failed”

China remains the top source of international students globally with over 600,000 Chinese students leaving the country in 2017 to pursue an education overseas.

The US, Australia, the UK and Canada are still the most popular study destination countries, but the competition and interest for countries such as France, Germany and the Netherlands are growing. Add to that political factors impacting international student recruitment such as the Trump effect and Brexit, and it is clear that universities need to work harder to attract Chinese international students to their institutions.

However, reaching and marketing to Chinese international students is easier said than done in a highly unique digital ecosystem in which many large universities have failed.

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Finessing the digital marketing campaign

“International universities are pushing boundaries in a bid to keep students, the public and educators interested”

Digital engagement has become the number one priority in international education. A dynamic, and rapidly expanding sector, #intled has moved from a humble advert in a newspaper to daily hashtags and ed tech galore.

International universities and organisations no longer feel the need to toe the line of conventional marketing; they are pushing the boundaries of the new, in a bid to keep students, the public and educators interested.

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Getting the Most from Educational Marketing

“We’ve seen a significant rise in ad spend for social media and the like, yet direct mail is still proving successful”

First impressions count when it comes to educational marketing. In this week’s PIE Blog Jason Sullock, marketing manager at UK mailing house Washington Direct Mail discusses the potential for direct mail and how you can get the most from your strategy.

Educational marketing is critical to boosting the profile of your school and encouraging those prospects to visit.

In the digital age, we’ve seen a significant rise in ad spend for social media and the like, yet direct mail is still proving successful. We live in a world where 269 billion emails are sent per day, with the number expected to rise to a staggering 333 billion.

The increasing chance of losing consumers due to email marketing getting lost in the sea of junk mail is growing, and the change is occurring.

“In 2018, the likes of Facebook and even Google opted to incorporate direct mail into their marketing”

Multi-Channel Integration

Nevertheless, we certainly cannot undermine the success rate for online advertising. However, place the two communication methods together and you have a force that is, quite literally, unstoppable. The sheer number of people you can target is astonishing, and multi-channel integration has also proven its success rate, lifting response rates by an impressive 118%.
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Marketing mistakes education institutions make in China (and how to avoid them)

 “Hosting Chinese marketing content on inaccessible websites is wasted effort and never going to work”

Jonathan Kalies, Head of CRM at eduFair China, summarises the mistakes made by international institutions when marketing in China, with some suggestions added for improvement.

Having worked across a number of professions within international recruitment and education in China, one aspect that intrigues me most is how international institutions market themselves in China.

Understanding the China of today seems to be a key issue here. Though there are some fantastic marketing campaigns out there which have managed to break through the ‘Great Wall’, mistakes invariably do occur. I’ve whittled them down to four key areas…
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As Head of CRM at eduFair China, Jonathan has spent the last 6 years living in China working within a number of areas of international education. His first hand experience with both Chinese students and international institutions has allowed him to see the change from within the student recruitment industry and thus provide some insight.