With over 950 million active social media users, (more than the USA & Europe combined), competition in China is fierce. But it has now become the norm for western institutions to be active online to support their recruitment efforts.
Students and their families are no longer relying on just posters, flyers or brochures to help them make their decisions. Instead, they will actively search online, read stories, follow, and even share social media activity, so it’s integral to capitalize on this channel for conversion. With a deep understanding of international student recruitment in China, and using carefully chosen marketing tools and techniques tailored to your needs, we can support the student decision-making process from discovery through to application.
Marketing in China requires specialized skill, language abilities, and specialized infrastructure. Twitter, Facebook, Google, Instagram, YouTube, and other popular digital platforms are blocked in China. Their place has been taken by dozens of unique Chinese digital media platforms. There are various ways to reach students on such platforms as WeChat, Baidu, Zhihu, Zhidao, Youku and Douyin.
Our China marketing team are made up of Digital Marketing Officer’s (DMO’s) who are specialist communicators with studies and experience related to digital marketing techniques in China.
Your assigned Digital Marketing Officer (DMO) will become a member of your team and be as familiar with your institution as your current team. But they also have the capability to pivot their capacity where it is required the most. Whether it’s for campaigns timed to support other in-market activities, such as conversions, fairs or alumni gatherings, or whether it’s to focus on an in-country brand awareness and reputation push; you can allocate your DMO’s time to oversee the project, and ensure you have the right coverage where you need it most.
As specialists in creating a consistent and engaging social media plan, we can help you to build and increase brand awareness, create loyalty and drive lead generation. Social media engagement is tailored specifically for the target market, channel, and audience, and encompasses a range of activities, such as frequent content marketing, lead generation, inquiry management, and leveraging KOL’s/influencers, etc..
When beginning their journey to an overseas institution, students will use search engines to research potential destinations. But what if you have fantastic content, and your target audience never finds it? We can create digital campaigns that engage your target audience on the right channels with the right content, through PR, advertising, search engine marketing, display advertising, retargeting, email marketing, etc..
Producing media assets can be resource intensive, but they could also be the first thing that your audience sees, so they need to give a good first impression and entice them to find out more. We can create a range of assets for you and advise on how to best utilize your existing English-language content through consistent content marketing, Chinese websites, HTML5 animations, video creation/ editing, presentations, etc..