Embed Size (px)
Citation preview
Low Cost/No Cost Marketing to International Graduate Students (IGS)
Julie Vorholt-Alcorn
Study Oregon Spring Seminar
April 19, 2007
Getting to know you
Major points Applying to GS Maximizing your marketing dollars Marketing collateral that worked - and
why Hearing from IGS Learning from the experience
Reflecting on applying to graduate school
My experience of applying to graduate school
Compared to an IGS
similarities
differences
First week on the job The new Enrollment Manager
1. Increase enrollment or else!
2. Increase the percentage of IGS
. . . on a decreased budget
. . . with no program-specific catalog or other (major) publication
First year on the job
Maximize every opportunity to its fullest.
Strategically pursue increased numbers without decreasing the quality of students.
Second year on the job
1 full-time Enrollment Manager
+ 1 full-time Career Services Director
________________________________
1 full-time Director of Enrollment Management and Career Services
My Focus
Reach the IGS. Communicate. Connect.
GOAL: Find the IGS who were the best matches for my program.
What would you do? Take 2-3 minutes and place yourself in
my situation. With a limited budget, where would you place your marketing dollars?
Make a list of possibilities. Then prioritize them into 3 categories:
1) must do, 2) should do, 3) would be nice to do.
Maximizing your marketing dollars
Focus: the Internet
Rationale: free, fast, effective
Students’ Comfort Level: high
Advertising GOAL: promoting the name of the
school and its programs Hit or miss with the audience & yield Print Electronic/Internet Included multilingual/bilingual ads
Marketing collateral, defined “collection of media used to support the sales of
a product or service”
Stage: “prospective purchaser has been identified and sales staff are making contact with them”
Wikipedia, April 2007
Marketing collateral that worked
E-mails
Website
Print Publications
E-mails Generic
Faux Personalized
Personalized
E-mails, personalized Alumni in their home country Other IGS studying at MIIS, from the
same home country GS at MIIS Professor in the program (sparingly!)
Website Easier to use with links Added new sections Bulked up key sections Recognized students for work More frequent updates to “News” Included “last updated” date
Print publications Made inexpensive, informative
brochures that could be attached to e-mails (stop-gap measure)
Wrote and published a Career Management brochure
Lobbied to put more information online, even if it was in a print publication
Marketing collateral that workedTargeted groups -e.g., Special scholarship consideration
Signs/handouts promoting the scholarshipLetters in other languagesEncouraged to share with others
Connecting with influencers
Thank you letters to recommenders
Distributing information packets to (prospective) employers
Identifying more “key” contacts
Piggybacking Colleagues’ international trips Faculty members’ conference
presentations Students’ conference presentations Alumni representation Vacations Freebies at conferences
Evolution Job tenure increased, travel time decreased, effort to have others represent us
globally increased
Hearing from IGS What matters in the INQUIRY phase
Accreditation, ranking of the school
TOEFL score
Money, financial consideration
Specific degree program
Living environment: safety, social life
Location --- Study Oregon!
IGS and phases Inquirer Applicant Admitted, not yielded Yielded, not arrived Arrived, not matriculated Matriculated, searching for prospective
students
IGS say … What matters in EVERY phase
Responses
speed, quality (accuracy, detail),
friendliness
Having a contact, a connection
Learning from the experience
The power of teamwork - campus’ elevator pitch
Thinking about “success”
Influenced by outside forces
Thank you!
Julie Vorholt-Alcorn, M.A.
phone: (503) 768-7331
