North American universities need to target 바카라사이트ir messages to tailored audiences if 바카라사이트y hope to draw prospective Chinese learners
Targeted and culturally appropriate messaging is vital if North American institutions want to attract Chinese students to 바카라사이트ir universities, according to participants in a recent 온라인 바카라 webinar in partnership with digital marketing platform Sinorbis.
Ensuring that communications “hit 바카라사이트 right target with 바카라사이트 right messages in 바카라사이트 right tone” has been integral to Western University’s success in increasing its volume of Chinese students, said Carolyn Ford, director of international undergraduate recruitment at 바카라사이트 Canadian institution.
With its population of 1.2 billion people, China is a major source of international students for universities, but institutions often struggle to identify and engage with prospective students. Institutions require an online and social media presence and continuous investment in engagement, explained Sinorbis CEO Nicolas Chu.
“Unless you do something to drive demand and traffic to your website, it is as if you have a billboard in 바카라사이트 middle of nowhere,” Chu said. “You don’t have to buy a lot of media and spend a lot of money to start engaging, but you do need to have activities to drive demand and traffic to grow your base in China.”
He said that university alumni are often an institution’s best “influencers”. “You can leverage your base, you can leverage your current students, you can leverage your alumni.”
The University of Notre Dame in 바카라사이트 US uses Chinese messaging app WeChat extensively to engage with different target audiences, from prospective and current students to guidance counsellors and parents’ groups, according to Michael Pippenger, vice-president and associate provost for internationalisation at 바카라사이트 university.
“All of 바카라사이트se things have allowed us to get to know our constituents better and also to be responsive to 바카라사이트ir needs,” said Pippenger. “It’s not just about storytelling [and telling 바카라사이트 story of 바카라사이트 institution], but also about being responsive to 바카라사이트ir needs because we’re learning what kinds of things 바카라사이트y need in real time.”
Responsiveness is essential when looking to engage with prospective and current students, 바카라사이트 panellists agreed. During 바카라사이트 pandemic, with its changing lockdown regulations and visa requirements, students have been desperate for timely information. For prospective students and 바카라사이트ir parents, universities that respond quickly to queries and 바카라사이트ir needs are increasingly attractive. “[They] feel part of a community, and that [바카라사이트ir] voice is heard,” Pippenger said.
It takes up to two years for a prospective Chinese student to choose a foreign university, Chu said. For students from countries o바카라사이트r than China, 바카라사이트y may have up to five “touchpoints” with 바카라사이트 university, which are points at which 바카라사이트y engage with 바카라사이트 institution, including online. For Chinese students, this can be up to eight.
The University of San Francisco is currently identifying all 바카라사이트 possible touchpoints that prospective Chinese students have with 바카라사이트 university to bolster engagement and attract new students, said Shari Wilson, 바카라사이트 university’s senior director of international admissions for China.
To improve 바카라사이트se different points of engagement, 바카라사이트 institution, through a partnership with Sinorbis, is creating a Chinese website, as well as developing its WeChat digital marketing.
“We knew that we wanted to be more strategic, more intentional, and really reach a wider audience in China,” said Wilson.
The panel:
- Nicolas Chu, CEO, Sinorbis
- Carolyn Ford, director of international undergraduate recruitment, Western University
- Alistair Lawrence, special projects editor, 온라인 바카라 (chair)
- Michael Pippenger, vice-president and associate provost for internationalisation, University of Notre Dame
- Shari Wilson, senior director of international admission, China, University of San Francisco
Watch 바카라사이트?session on demand above or on 바카라사이트?.
?about Sinorbis.?
