The global higher education landscape just got more competitive. Attracting top-tier international students is no longer about the diversity of perspectives in the classroom – it’s about a university’s survival. Unfortunately, international interest in UK universities has been impacted by stricter immigration policies and the cap on domestic tuition fees. These factors have made it more challenging for universities to attract and retain international students, leading to potential declines in enrollment rates.
However, there is a silver lining to the changing dynamics of the higher education industry. There is immense opportunity for universities to rethink their core international markets and build brand salience through blended marketing strategies.
Here's what our team of education marketing consultants believes universities should prioritize:
- Reevaluating your regional marketing strategies
- Utilizing paid advertising, specifically designed for longer sales cycles
- Empowering agents to increase brand salience
- Using student ambassadors and UGC content
- Promoting the UK as a safe and ROI-yielding study destination
1. Reevaluate your regional marketing strategies
Take a look at application & deposit data
Any successful international student recruitment strategy begins with deciphering the goldmine of data your university already has. For example, if you focused on 10 markets or regions previously, you would already know where your brand salience and incoming enrollments are the highest. Ask yourself these questions: Which campaigns have performed for us? Which regions seem promising? Where do you see a decline in deposits or applications?
Identify regions with growing economies and a strong interest in international education.
In 2023, visas issued for students grew by 2.3% compared to 2022, an increase of 85.9% from 2019. However, compared to the pre-pandemic year-on-year growth rates for international students, this is a significantly slower growth rate indicating a leveling off in international recruitment.
To view the complete list of nationalities granted most student visas, have a look at our 2024 International Student Recruitment Report.
So where should you invest your marketing spend?
Even with slower applications of late, India and Nigeria have seen strong growth in recent years, as has Saudi Arabia, which has seen an increase of 50% (+500) since 2016. Indonesia has seen an increase of 191% (+525) since 2011, although progress has since slowed somewhat. Vietnam has not had the same level of interest, with demand mostly declining in the last ten years, notwithstanding a 2020 uplift of 20% (+75). Nigeria features within the top ten markets for a five-year demand increase (+1.7k, +102%), as does Pakistan (+1.1k, +59%). Some new markets emerge when examining increases over the last two years, with Hong Kong (+1.3k, +23%) and Ireland (+1.2k, +29%) seeing notable increases since 2019. The US has had an unexpected surge in demand just in the last year with the second largest proportional one-year increase (+2.7k, +53%) after Nigeria.
Need market-specific analysis? We’ve got you covered with insights on 50+ markets! Click here to get a copy.
Use local language campaigns
Are you adapting your marketing materials to resonate with the cultural nuances and preferences of different regions? At Pink Orange, we specialize in creating local language campaigns. In fact, it is often our first recommendation. Here’s why.
Local language campaigns appeal to both parents and students. They express a university’s commitment to embracing students from diverse backgrounds. They show your future lead(ers) that you truly care! And they also feel incredibly personal, with scope to use cultural nuances such as common slang and such. Last but never least, they result in higher click-through rates while lowering your overall CPA.
Want proof? Check out our British Study Centres case study where Arabic campaigns resulted in 4,000+ leads from paid channels, at only 3.63 GBP per lead.
2. Utilize Google and Facebook advertising, specifically designed for higher education’s longer sales cycles
Higher education marketing often involves a lengthy decision-making process for prospective students. Google and Facebook advertising, designed specifically for longer sales cycles in education, can be highly effective in reaching these students at various stages of their journey. By utilizing remarketing campaigns, you-niversities (see what we did there?) can target individuals who have shown interest in their programs but haven't yet converted. Add personalized ad content and lead nurturing strategies (like email marketing) to help guide students through the application process and address their specific concerns.
A full funnel strategy can be particularly effective in this context. TOFU (Top of Funnel) content, such as awareness campaigns about the benefits of studying in the UK, can be used to attract potential students. MOFU (Middle of Funnel) content, like downloadable brochures or interactive quizzes, can be offered to nurture leads and gather more information about their interests. Finally, BOFU (Bottom of Funnel) content, such as personalized application guides or direct calls to action, can be used to encourage students to take the final step and enroll.
This is how you work a long sales cycle – by nurturing students along the way with the right information at every different stage. Ah, student marketing. Lengthy and tiresome. But always rewarding in the end.
3. Empower agents to increase brand salience
Many countries, including India, Nigeria, and China, have a vast network of study-abroad agents who play a crucial role in connecting international students with universities. These agents assist students with various aspects of the application process, including visa applications, scholarship essays and more. Many universities often have existing partnerships with agents but what’s really (really) important is to provide them with the necessary resources and support to effectively represent the institution.
Remember, the agent probably has partnered with competing universities too! By collaborating on student marketing efforts (such as paid advertising), universities can equip agents with the information (brochures, open day information, direct contact to country managers) they need to promote the institution effectively.
4. Use student ambassadors and UGC content
Did you know? An impressive 65% of students applied to the universities where they were able to chat with a student ambassador (Source: Unibuddy 2020 peer to peer survey)
Leveraging the power of student-generated content (UGC) can create authentic and relatable storytelling that resonates with prospective students. By encouraging current students to share their experiences through videos, photos, and blog posts, universities can showcase the vibrant campus life and unique opportunities available to international students.
At Pink Orange, we have our own international student community. Our Gen-z student consultants share their experiences and marketing feedback with us, so we can create student marketing campaigns that truly resonate.
5. Promote the UK as a safe and ROI-yielding study destination
The UK offers a safe and supportive environment for international students, with low crime rates and robust support systems in place. The country's world-class reputation for education and its strong connections to global industries provide ample opportunities for career advancement.
While students are right to hesitate given the current immigration restrictions, universities can highlight their diversity, safety and job support initiatives in order to win students over. Universities can also demonstrate the significant return on investment that studying in the UK offers.
Remember to experiment with campaigns that both promote the UK as a study destination and highlight the unique qualities of the city where your university is located. For example, the University of Sheffield and Sheffield Hallam often collaborate on campaigns that showcase the city's vibrant cultural scene, industrial heritage, and outdoor activities, while also emphasizing the academic excellence and career opportunities offered by both institutions.
By implementing these strategies, universities can enhance their international student recruitment efforts and position themselves for long-term success in the competitive global higher education market.
Need a boost to your international student recruitment? We've partnered with leading UK universities like Bournemouth and Newcastle to deliver proven strategies that drive enrollment and enhance brand reputation. Let's talk. Schedule a consultation today to learn how we can help your university attract top-tier international students and achieve your recruitment goals.
