NYU-SMDigital Education NAGAP Presentation
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Transcript of NYU-SMDigital Education NAGAP Presentation
Penetra'ng the Important La'n American Market:
What Every Enrollment Manager Needs to Know
27th Annual NAGAP Conference San Diego, CA May 1st, 2014
I. The Importance of -‐ and Differences in -‐ the LatAm Market
i. Facts, Figures & Trends of the Student Popula'on
ii. Cultural Considera'ons
II. Pain Points (& Surprises) Employing TradiQonal Strategies
i. What We Learned Along the Way
III. Case Study: LatAm: ASract, Engage, Re-‐Engage – Enroll!
i. Char'ng a Long-‐term Strategy that Works
IV. Best PracQces to Ensure Success i. What Every GEM Professional Needs to Know
TODAY’S TOPICS
I. The Importance of -‐ and Differences in -‐ the LatAm Market
I. Facts, Figures & Trends
Before we dive into the LatAm market, let’s take a peek at the bigger picture: It’s a new world economy: -‐ Mul'-‐cultural / Diversity -‐ Invisible borders / Global experience+ -‐ Digitally oriented world -‐ I want it…”and I want it now”.
I. Facts, Figures & Trends
A considerable—and growing—market: -‐ LatAm popula'on 581M -‐ 255M Internet connected people -‐ 93% have mobile phones (25%+ smartphones) -‐ 200M middle – high class -‐ 150M young popula'on -‐ $11,770 GDP -‐ 270,000+ study abroad -‐ 80,000+ study advanced degrees in the US
WHY LATIN AMERICA?
Internet PenetraQon Rate in the Americas June 30, 2012
Source: Internet World Stats. Copyright Miniwafs Marke'ng Group
I. Facts, Figures & Trends
© Statista Inc.
Average duraQon of monthly internet usage per user in LaQn American countries December 2012
27
25.1
24.3
23.4
22.7
19.8
18.1
16.2
15.9
0
5
10
15
20
25
30
Brazil Argentina Peru Chile Latin America Mexico Colombia Venezuela Puerto Rico
Mon
thly
inte
rnet
use
in h
ours
Source: comScore, 2013 Brazil Digital Future in Focus. *In hours
I. Facts, Figures & Trends
© Statista Inc.
Number of internet users in LaQn America from 2011 to 2017 (in millions) 23
2.4 26
5
299.
5 329.
1 354.
3 376.
4 394.
4
0
50
100
150
200
250
300
350
400
450
2011 2012 2013* 2014* 2015* 2016* 2017*
Num
ber o
f use
rs in
mill
ions
Source: eMarketer, emarketer.com
I. Facts, Figures & Trends
Considered against their interna/onal peers, consumers in South & Central America place the greatest value on higher educa1on: with the vast majority of those in Brazil (94%), Mexico (92%), Chile (92%) and Venezuela (91%) believing that higher educa1on is vital (vs. 78% globally). (Nielsen, September 2013)
I. Facts, Figures & Trends
WHY LATIN AMERICA?
When asked about the most important factor in geMng a job, 40% of Mexicans aged 15 to 29 years old ranked 'educa1on' as important as 'social connec1ons'. (Ibero-‐American Organiza'on for Youth, July 2013)
I. Facts, Figures & Trends
WHY LATIN AMERICA?
The number of student visas issued to La1n American ci1zens rose 34% between 2006-‐07 and 2012-‐13. Chileans, Brazilians, Venezuelans, Peruvians, Ecuadorians, Mexicans and Colombians hold 8.1% of all student visas granted in 2012-‐13, up from 6% seven years ago, Although Asian students s/ll comprise the vast majority of student visa holders (19.9% from China alone), the propor1on of La1n Americans has been growing every year. Department of Immigra'on and Border Protec'on Reports, 2013.
I. Facts, Figures & Trends
WHY LATIN AMERICA?
OTHER CONSIDERATIONS • Growing Hispanic Popula/on • University Diversifica/on • Hedge the Global Markets • Proximity to the US • Global educa/onal mobility • Developing countries with rising birth rates, an increased demand
for educa/on and limited domes/c capacity • Untapped growth poten/al of mobility below ter/ary level
I. Facts, Figures & Trends
WHY LATIN AMERICA?
So close, but yet so different – culturally
I. Facts, Figures & Trends
WHY LATIN AMERICA?
“Cinco” Significant Standouts: 1. Personal Preference / Technology Concern 2. Na've Recep'on / Communica'on 3. Level of Afen'on / Warmth 4. High Expecta'ons / Quality 5. Pride / Language as a Barrier
I. Cultural ConsideraQons
1. Technology/Messaging
Americans are used to Amazon.com, online ease and “iPhone this or Google that”, but the comfort level with technology is not exactly the same in LatAm. There is a hesita'on to “engage” online ini'ally; so it has to be easy and intui've or LatAms feel a “void” / see a “barrier” and may be turned off. Make it easy.
OBSERVATION:
SUMMARY:
I. Cultural ConsideraQons
2. Localized Experience
Not surprisingly, La'n American students are more comfortable and at ease when reading or speaking their na've language. Cater your experience to the local market, from ini'al branding, to the microsite, to the person (or “system”) processing their interest. (But not Google translate!)
OBSERVATION:
SUMMARY:
I. Cultural ConsideraQons
3. Level of ASenQon:
Like any great brand experience, a warm and welcoming, sincerely genuine and “hiccup-‐free” experience is paramount to any ongoing rela'onship. But for La'ns, it’s even more cri'cal as they are used to ‘being served” rather than the pro-‐ac've, seek-‐out mentality of the USA. Focus on the execu'on.
OBSERVATION:
SUMMARY:
I. Cultural ConsideraQons
4. High ExpectaQons:
LatAm students seeking higher educa'on in the USA have extremely high expecta'ons of themselves…and of the ins'tu'on. Messaging, communica'ons, technology behind it all must be “top-‐notch” and should be catered to their individual needs or the trust level wanes. Think viral implica'ons / social nodes.
OBSERVATION:
SUMMARY:
I. Cultural ConsideraQons
5. Language / Pride:
Unlike Asia where English is almost an [automa'c] second language, La'n Americans generally seek it out. Therefore, language can become a barrier at 'mes. A na've (local) presence that welcomes, engages and con'nually nurtures the La'n professional is meaningful. Consider an internal resource or an external partner.
OBSERVATION:
SUMMARY:
I. Cultural ConsideraQons
II. Pain Points (and Surprises) Employing
Tradi'onal Recruitment Strategies
II. Pain Points (& Surprises) Using TradiQonal Recruitment Strategies
• Lower numbers of prospec've students/applicants from LatAm markets
• Difficulty for LatAm students to navigate the US graduate school admission process
• Lack of brand awareness
• Language barriers across markets (even the word “tui'on” does not translate well)
The Pain Points
II. Pain Points (& Surprises) Using TradiQonal Recruitment Strategies
The Surprises • Understanding the level of “hand holding” prospec've
applicants require to navigate the process (dedicated call center)
• Fostering partnerships, pipeline programs, and funding opportuni'es takes 'me
• “Tradi'onal” marke'ng tac'cs don’t always apply (different tac'cs work in LatAm markets)
• Thirst for US educa'on is strong, but the 'me from inquiry to applica'on is longer
III. Case Study, Afract, Engage, Re-‐engage, Enroll!
III. CASE STUDY -‐ LATAM: ATTRACT, ENGAGE, RE-‐ENGAGE, ENROLL!
Video here
CASE STUDY VIDEO HERE: hSps://www.youtube.com/embed/9jdzKAtCSYE?rel=0
III. CASE STUDY TARGET MARKET
• Mexico • Colombia • Ecuador • Peru • Argen'na • Venezuela • Chile
• Brazil • Costa Rica • Panama • Guatemala • Uruguay • Paraguay • Bolivia • Honduras
• Build the Brand / Create Top of
Mind awareness for NYU-‐Poly Graduate Programs in La'n America
• Generate qualified, interested, La'n American prospects for NYU-‐Poly’s Masters and PhD Programs
III. CASE STUDY CAMPAIGN OBJECTIVES
NYU-‐POLY was not a well-‐known brand throughout South America.
?????????
PREVIOUS LANDSCAPE III. CASE STUDY
• Working Professional (1-‐4 years auer undergrad) • Seeking advanced degrees • Career-‐focused, ambi'ous, upwardly mobile • Heavy YouTube consumer • Is a frequent FB / Social Consumer • Frequents social dining / restaurants / nightlife • Frequents higher end shopping malls
III. CASE STUDY TARGET STUDENT PROFILE
1. Launch an integrated, digital marke'ng campaign
focused on specific engineering programs for LatAm prospects through search engines, related educa'on portals and social media
2. In addi'on to building the brand online, we wanted to encourage students to complete a form which jump started the Prospect data / applica'on process
CAMPAIGN STRATEGY III. CASE STUDY
The assets found during the research process were used as a foundation to create the message and variables used in the campaign, keeping in mind the focus on Latin American market and what drives their attention.
Landing Pages Layout
MulQ Variable Test Assets Matrix
CompeQtors Assets Tested Assets
III. CASE STUDY INITIAL PRODUCTION PLANNING
Online (95%) • Suppor've medium of NYU-‐Poly Technology & Innova'on • Can be fully measured • Can be op'mized on the fly
Offline (5%) • Addi'onal Brand Awareness and Impact • Supports the Technology Message with the Chosen channel • Reinforces the Connected / Real Social Life brand exposure
III. CASE STUDY BUDGET / CHANNEL FOCUS
III. CASE STUDY MEDIA CHANNELS
Google generated – and received – the most aIen1on!
III. CASE STUDY AD PLACEMENT STRATEGY
III. CASE STUDY SAMPLE AD FORMATS
TEXT AND DISPLAY
Ad formats in Spanish, English and Portuguese
III. CASE STUDY CAMPAIGN CREATIVES
III. CASE STUDY CONSERVATIVE LANDING
III. CASE STUDY MULTIVARIATE TESTING
We tested over 140 different landing pages to determine best assets
III. CASE STUDY VIDEO SPOKESPERSON
VIDEO SPOKESPERSON Each landing page encompassed a “live” actor who delivered a targeted message
in the na've language
III. CASE STUDY ENGLISH / MBA LANDING
III. CASE STUDY ENGLISH / NYC TRAVEL
III. CASE STUDY SPANISH VIDEOSPOKESPERSON
SEE VIDEO LANDING PAGE HERE: hSps://www.youtube.com/embed/6kCGbhwYdQo?rel=0
III. CASE STUDY PORTUGESE VIDEOPERSON
III. CASE STUDY “PHABLET”-‐FOCUSED
III. CASE STUDY PROSPECT DATA POINTS
III. CASE STUDY REPORTING / METRICS
TEST PHASE TWEAK PHASE OPTIMIZED PHASE
Number of Prospects
Cost per Prospect
PHASE I PHASE II PHASE III
III. CASE STUDY CONSTANT COMMUNICATION
Email Skype LiveChat LatAm Resource Webinars Videos
III. CASE STUDY OVERALL CAMPAIGN METRICS
• Campaign impressions • Visitors • Prospects from all countries • Prospect Ac'vity is up • Apps are up • Enrolled Students are up
250% 60%
150% 18
370M 331K
IV. Best Prac'ces to Ensure Success: What Every GEM Professional Needs to Know
IV. Best PracQces for Success: What every GEM Professional Should Know
• Lack of Brand Recogni'on in La'n America • A minimal LatAm student body
• Lack of Resources and an Acute Understanding of Local Markets to Engage Poten'al Applicants, Effec'vely
CHALLENGES for MOST US UNIVERSITIES
IV. What every GEM Professional Should Know
1. Define your University Goals :Branding/Prospects/Both 2. Iden'fy your target market(s) and budget 3. Be prepared to think long(er)-‐term 4. Ensure you have a process for a fluid LatAm experience 5. Foster partnerships, unique pipelines and funding opportuni'es 6. Iden'fy a La'n American resource (internal/external) 7. Think and be “local”. Consider microsites. 8. Expand communica'on channels (Skype, chat, email, Tel #’s) 9. Test, test, and then test again. 10. Con'nue to op'mize campaign
Best PracQces for Success:
Your brand. Your prospects. And a long term plan for LatAm.
OUR PRESENTERS Raymond A. Lutzky Senior Director, Graduate Enrollment Management and Admissions New York University Polytechnic School of Engineering Email: [email protected] Web: www.nyu.edu Montgomery L. Byers, Jr. Managing Director, SMDigital Educa/on SMDigital Partners Email: [email protected] Web: www.SMDigitalEduca/on.com