International Higher Education

Strategic digital marketing set to boost student recruitment

“It is now more important than ever for universities to showcase themselves in a way that is relevant to students,” says Erica Rocha, Deputy Portfolio Marketing Manager of Hotcourses International. “A journalistic approach to digital content is often more effective than a commercially-driven one and leads to much higher levels of engagement.”

Strategic Facebook Engagement

During a recent Facebook campaign run across Hotcourses Group’s international sites, Erica and her team reached 98 914 Facebook users. The campaign comprised of a post announcing the University of Glasgow’s status as the top university in Scotland, coupled with a video.

“We featured it on our various student-facing international sites and made sure that the imagery was relevant to our respective markets,” Erica explains.
The post was so well placed, that it received 18,297 reactions, comments and shares and 722 post clicks, a true testament of how relevant content used strategically can drive significant traffic from a targeted audience.

Student Recruitment Through New Digital Content Platform

Digital campaigns, such as this one, form an integral part of Hotcourses Group’s new digital content platform, which will launch at the end of January across 12 of its international-student-facing sites, Complete University Guide and IDP.com. Combined, these sites reach a global audience of 61 million in annual traffic.

After eight months of extensive development, this ground-breaking platform allows local and international institutions to present their most attractive assets to millions of prospective students in an immersive and informative way. Raif Howley, Junior Content Editor of Hotcourses Abroad, says, “We’ve focused on video-led content that will enable prospective students to get a tangible feel for each institution’s unique selling points.”

For many international students, the first time they see their chosen institution is on day one of their course. Digital representation can therefore make or break a prospective student’s decision. “A large majority of content is written inhouse, using tried-and-tested styles that speak most effectively to prospective students,” explains Raif. “With students at the forefront of our strategies, we see higher levels of engagement and increased traffic.”

Driven by video and strong imagery, each profile displays key information such as teaching quality, facilities and graduate outcomes in a user-friendly, scroll-down format with an added section dedicated to live news updates.

65 Universities+ Featured on Digital Content Platform

Thus far 65 tertiary institutions from around the world have signed up to the new digital platform with 25 – including the University of Exeter, the University of Sheffield and the University of Adelaide – set to be featured as part of the launch.

Ed Kelly, Head of Client Partnerships for Hotcourses International, adds that the digital content platform will contribute significantly in easing the journey prospective students face when searching for the right course. “Our enhanced digital content platform coupled with Hotcourses Group’s partnership with IDP ensures that students are supported from their initial internet search all the way through to enrolment.”

If you’re interested in signing up to the Content Hubs or for more information on any of the above contact insights@hotcourses.com

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