PUBLIC SCHOOLS

Marketing & RECRUITMENT

sUCCESS STORY

How We Increased International Students Diversity by 20% in Two Years

While international students enrolment had been growing steadily for five years – an apparent success story, there was however a heavy reliance on a SINGLE MARKET accounting for over 60% of the international students’ population. The school district authorities decided to recalibrate their strategic plan with a focus on DIVERSIFICATION.

Central challenge

To diversify the International Students Population

ChallengeS

High number of competitors locally, regionally, nationally and globally.

Limited service and program differentiation from the competition.

High dependency of international students from one main market.

Limited negotiation power due to industry standardization/regulation of business practices.

Solutions

Together with my team, I decided to:

Relaunch branding to help differentiate our schools and programs from the competition.

Participate in networking events (ALPHE, ICEF, CAPSI, etc.), and also in recruitment missions in secondary markets.

Amplify the international presence by increasing the number of global representatives (B2B).

Build trust with internal stake holders to improve international students services.

Nationalities

20+

New Markets

4

Diversity Increase

+20%

New Representatives

+30%

APPLIED STRATEGIES

How we accomplished it

01. Audience, Markets & goals

We clearly understood the needs of our international students’ audience, as well as our school strengths and the competitive environment, as a result we were able to outline attainable goals, plans and actions to successfully compete in global markets.

02. Strategic Planning

We established the strategic priorities and necessary actions to attain the desired diversity increase of 20% within the period of five years.

03. team development

We developed a strong and solid team based on: in-depth knowledge, positive work environment, collaborative contribution towards the development of marketing and recruitment initiatives aimed at achieving the set goals.

04. Performance

We constantly evaluated performance to assess the strategies effectiveness and make changes to the plan as necessary.

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