ENGAGING IN A GLOBAL DIALOGUE CHALLENGES AND …...175 106 151 0 50 100 150 200 250 300 2015 2016...
Transcript of ENGAGING IN A GLOBAL DIALOGUE CHALLENGES AND …...175 106 151 0 50 100 150 200 250 300 2015 2016...
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ENGAGING IN A GLOBAL DIALOGUE –CHALLENGES AND OPPORTUNITIES IN INTERNATIONAL STUDENT RECRUITMENTE r a s m u s S t a f f W e e k , A p r i l 1 1 - 1 5 2 0 1 6
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OUR GREATEST ASSET
• CEU graduate students come together from approx. 100countries each year
• Applications were received from a record 141 countries for the 2015-2016 academic year
• Multiculturalism is a core part of our institutional identity, mission and educational model
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OUR GREATEST ASSET
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TOP FEEDER COUNTRIESHungary USA Ghana India Turkey
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OUR BIGGEST CHALLENGE
How to engage with prospective audiences from all over the world?
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QUIZ
How many higher education institutions are there in the world?
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GET RECOGNIZED
• 23,729 universities worldwide (Webometrics Ranking of World Universities, 2015)
• Strong, cohesive branding across any medium helps you stand out from the crowd and strengthens relationship between your institution and your prospective students
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GET RECOGNIZED
Cohesive branding
• Supports strategic positioning
• Communicates more effectively
• Enhances audience perception
• Boosts recognition and esteem
• Channels unity and professionalism
• Saves time and money
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GET RECOGNIZED
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QUIZ
What’s the value of one minute of video in written words?
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GET VISUAL
• A minute of video is worth 1.8 million words (Dr. James McQuivey, Forrester Research, 2014)
• 74% of all internet traffic in 2017 will be video (Cisco Visual Networking Index: Forecast and Methodology 2012-2017, Cisco, 2012)
• Videos are more engaging than texts, easy to share and easy to digest
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GET VISUAL
• Show around the campus
• Explain the benefits of attending
• Present practical information in an enjoyable way
• Give a feel of life as part of the community
• 2015: Gold Hermes Award for CEU’s recruitment video suite
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QUIZ
How many new users are added to Facebook every day?
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GET SOCIAL
• Facebook adds 500,000 new users every day; 6 new profiles every second (Brandwatch, March 7, 2016)
• More than a third of prospective students use social media to learn more about universities (Hobsons International Student Survey 2015)
• 17% of CEU’s online leads originated from social media in 2014/2015
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GET SOCIAL
• You don’t need to be everywhere
• Social media is a forum for conversation, not one-way promotion
• Students are selective in what they engage with
• Posts should:
– be consistent, short and visual
– be tailored to the audience
– use multiple voices
– be human
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GET SOCIAL
The #MyCEU Project
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Facebook group for the incoming class
GET SOCIAL
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QUIZ
Who influences prospective students the most in their application decision?
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GET PERSONAL
• 42% of students say university network (faculty, admissions officers, current students and alumni) is the most influential in regards to their application decision (World Education News & Reviews, 2012)
• 43% of CEU applicants reported the same in 2015
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GET PERSONAL
• Local Area Coordinators
• Alumni and current students
• Faculty
• Local educational fairs
• Webinars for prospective students and applicants
• Pre-departure orientation sessions
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GET CREATIVE
• Form teams of four.
• Each team will receive one of CEU’s key selling points.
• Plan a creative mini campaign using at least two of the channels/approaches previously mentioned to promote the selling point among your prospective audiences.