A Brilliant $2.2bn Marketing Opportunity Missed
As higher education costs continue to rise, universities are being forced to look for new ways to generate revenue. One way they do this is by recruiting international students, who often pay higher tuition rates than domestic students, another way is through marketing.
However, many universities fail to properly market themselves to this crucial demographic, resulting in missed marketing opportunities and lost revenue. There are several reasons why international higher education marketing is so bad. First and foremost, it is often an afterthought. Universities typically allocate most of their marketing budgets to recruiting domestic students, with little left for international efforts.
As a result, international student recruitment is often handled by someone with no marketing experience, resulting in poorly-designed materials and ineffective campaigns.
A school may purchase online ads to advertise their educational institution to an international student.
While online advertising can be effective, tracking results is often very expensive and difficult. Additionally, many students do their research online before choosing a school, so universities must have a strong web presence.
However, many schools do not invest in their website or social media presence, making it difficult for students to find information about them.
Many higher-education institutions also choose to rely on agents to recruit international students. While agents can be a valuable resource, they are often expensive and may not have the same incentives as the university for finding the best students.
In addition, many universities are located in remote areas, making it difficult for international students to visit and get a feel for the campus. As a result, many schools invest very little in campus visits or other travel-related expenses.
Finally, language barriers can also be a major obstacle for international higher education marketing. Many universities do not have bilingual staff or materials, making it difficult for students who do not speak English as their first language to understand information about the school.
Despite these challenges, there are several ways that universities can improve their international higher education marketing. By investing in their online presence, working with agents more effectively, and making campus visits a priority, schools can attract international students and generate additional revenue.
The COVID-19 pandemic has also created new opportunities for universities to reach international students. With many students learning remotely, there is a greater need for online education.
Universities that provide quality online programs will be better positioned to attract international students. Additionally, the pandemic has made it easier for students to take courses from anywhere in the world, so institutions that can offer bilingual programs or classes taught in multiple languages will be at an advantage.
The current situation provides a unique opportunity for universities to improve their international higher education marketing. By investing in online education and making campus visits a priority, schools can attract international students and generate additional revenue.
To be successful in international higher education marketing, universities must treat it as a priority and invest in it accordingly. They must also consider the unique needs of international students and tailor their campaigns accordingly. With the right approach, they can reach this crucial demographic and generate much-needed revenue.
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