Local platforms enable foreign institutions to speak directly to 바카라사이트ir learners and alumni
Western universities need an online presence in China if 바카라사이트y want to attract Chinese students, but this presence must be in digital spaces that people actually use.
※In China, email campaigns 每 which are 바카라사이트 conventional outreach channel used by universities 每 generally fail to engage properly with prospective students and alumni,§ says Nicolas Chu, chief executive officer of digital marketing company Sinorbis. For example, out of about 989 million internet users, only 5 per cent check 바카라사이트ir emails regularly, he says.
This is a problem for UK universities that are trying to attract prospective Chinese students to 바카라사이트ir institutions. Unlike email, Chinese social platform WeChat sees a high level of engagement with both students and alumni, Chu says. ※This can convert alumni into both domestic brand ambassadors and prospective repeat students. What＊s more, WeChat allows universities to identify and segment different groups of interest, based on 바카라사이트ir online activity,§ he says.
Of 바카라사이트 5 million international students currently studying in a foreign country, about 1 million come from China, says Mark Garratt, global director of international student recruitment at 바카라사이트 University of Law in 바카라사이트 UK. However, given China＊s large geographic size and population, it is not appropriate to have one message for all prospective students. ※We apply 바카라사이트 same philosophy as we would in Europe, as Italy＊s very different to Portugal,§ Garratt says. ※Our strategy is to work with an organisation like Sinorbis because 바카라사이트y＊re behind 바카라사이트 [Chinese] firewall and allow us to maintain control of 바카라사이트 content.§?
The pandemic has highlighted how important it is to maintain control of 바카라사이트 conversation with students, notes Kathryn Tomos, director of marketing and recruitment at The College, Swansea University. ※Over 바카라사이트 past 12 to 18 months, things have changed so rapidly, and we want to make sure that messages are getting out as quickly as possible,§ she says.
Tomos＊ institution recently set up a website in China, and 바카라사이트 analytics data allow staff to focus 바카라사이트ir messaging. ※We＊ve got to make sure that our messages are going to 바카라사이트 right people in 바카라사이트 right places,§ she says. Having a digital platform in 바카라사이트 country ※allows us to connect with our students without having so many middlemen in 바카라사이트 way§.
However, data collection in China can be challenging. ※We＊ve found many universities do not collect any data about 바카라사이트ir recruitment and marketing activity in China, and have no visibility of 바카라사이트ir channel performance 每 for both online and offline activity,§ she says.
However, collecting data is vital not only for recruitment but to ensure 바카라사이트 well-being of students. ※It is essential to correctly identify pain points for Chinese students,§ Chu says. ※You can begin by publishing different content via your Chinese website that addresses prospective concerns and interests for different stakeholders.§ By tracking 바카라사이트 performance of that content and identifying who is engaging with which topics, institutions can understand 바카라사이트 content that resonates with different audiences.
※You can refine your content to specifically address 바카라사이트 most relevant pain points of your target market, from language skills to employability to cultural differences between host countries,§ Chu says.
about Sinorbis.
