Beyond the school web site – create a comprehensive web presence

to reach international students

Don Sears & You

About Moi

• Director of Sales, Envisage International• Just under 3 years • Responsible for digital marketing and lead generation efforts• Over 15 years experience in sales & marketing• Sales in media, advertising, lead gen and social media marketing • Odds are, I am the only meteorologist in the room

Don Sears

About Us

Our goal is to empower and encourage students to pursue an international education, and provide them with the tools they need to educate themselves and experience the world.• Neptune Beach, Florida• Started in 1998• Own the largest international student facing network

• InternationalStudent.com • InternationalScholarships.com• InternationalStudentInsurance.com• ELSdirectory.com• Reach - over 6 million students each year

• Business Units• Insurance • Loans• Leads and advertising

• You web presence (internal)• Your website• Your social media• How students find you

• External web presence• Third party websites• Social media• Importance of being found

• What other schools are doing• Mississippi State University• The New School

• Q & A & Discussion

Agenda

• Third Party Online Marketing?

• Virtual College Fairs?

• Lead Gen?

• Other things• Videos• Virtual Campus tours• Customized Brochures

Gauge the audience

“The appearance of a person or organization on the World Wide Web."

How is it Measured?

By the amount of sites an organization or individual has, including • The website• Social Media profiles• Search engine rankings• Amount of search engine real estate

What is a Web Presence?

Why is a Web Presence Important?

Ability to reach millions of international students

Cost effective ROI

Compliments your travel and traditional recruiting efforts

Reach students when they are in the decision making process (top sections of the funnel)

Brand awareness

Additional ways to touch students you have that are already prospects (bottom of the funnel)

It is how you are found when students are searching for you or the programs

you offer

Why is a Web Presence Important?

Over 50% of high school juniors and seniors say that the web played at least a significant role in the evaluation of an institution

55% of students could not find the information they were looking for on a schools website

49% say independent websites are the best way to learn about an institution’s academic programso 31% read blogso 38% Social mediao 52% Search

o 18% of students turn to independent websites to learn about cost and financial aid

Why is a Web Presence important?

• Super important• Super expensive• Brand awareness• Communicate with:

• Current students• Prospective students• Alumni• Faculty

• Presidents message• Mission of the school• Admissions info• Academics• Programs and degrees offered• Maps, directories, employment opportunities• Athletics, events• Parent resources, student government• And that is the first page! Oh my!

Your School’s Website

• Confusing• Hard to navigate• One site created for all• Not completely relevant • Hard to find

Your School’s Website

How is Your School’s Website Found?

• Extension of website• Promoted from website and vice versa• Uses• Upcoming events• Event Announcements• News• Upcoming deadlines

• Engage users to push through the funnel

Your School’s Social Media Presence

Social Media

The New School

33,300 Monthly Unique Visitors

The New School

Mississippi State University & StudyMississippi

• Mississippi is a fly-over state• Domestic Vs International Student Recruitment• Campus Visits/On-campus events: Not Feasible• Printed Marketing materials: Expensive & Not Reliable

• Online Marketing & Recruiting• Better ROI• Ensures timely delivery of information• Deliver information in an eye catching format

International Recruiting Challenges

Mississippi State University & StudyMississippi

• Strategic Partnership with U.S. Higher Ed Online Marketing Firms• Maximum reach & Branding• Identify partners & recruiting regions• Actively work with them & support their efforts• Envisage International, Zinch, Hotcourses

• Engage your Prospects & Partners• Social Media Campaign – Facebook, Twitter, etc• Webinars, Chats & E-College Fairs• CollegeWeekLive

• SMS Text Messages• Newsletters• Overseas Media Release• Overseas in-home receptions & Education Fairs

E-Marketing and Recruiting

StudyMississippi Partnership with LearnHub

Website vs

Web Presence

Mississippi State University &StudyMississippi

StudyMississippi - Zinch

Content

Mississippi State University & StudyMississippiEngaging Prospects & Partners

Mississippi State University & StudyMississippiEngaging Alumni & International Student Organizations in Online Recruiting Efforts

Working with Third Party Online Marketing Companies

Email Marketing

• Hire Envisage International!• Or Hotcourses, Zinch or Hobsons…• Have them promote the tools you have invested in

• Ask questions• How will you be found• What methods do you use (SEO, PPC, Affiliates)• What are the benefits of social media• What blogs and content will you distribute

•Know what your goals are (likes, leads, communications, brand)•Ask for help

How to Grow your Web Presence