In 2020, the Canadian Bureau for International Education (CBIE) reported a total of 530,540 international students in Canada at all levels of study. In the image below, CBIE data shows that the top sending country for Canada is India at 34% followed by China at 22%.
Key Points at a Glance
To appeal to the international student market, higher education institutions can make use of the following strategies:
- Attract international students by creating marketing material that will appeal to their interests.
- Differentiate your institution from competitors and highlight your competitive advantage.
- Offer a “future” that students can look forward to.
Know Your Target Audience
Why do students want to study abroad? According to a 2015 survey done by QS, employment prospects, quality of education, networking opportunities, and prestige were some of the reasons given by 500 European students on why they chose to study abroad.
According to India Today, the “welcoming immigration gateway” is one of the reasons why Indian students prefer to study in Canada. Furthermore, the Canadian government’s existing “Express Entry” system grants additional points for Canadian education.
Also, specific Canadian provinces offer a permanent residency for eligible international students. Data from CBIE also shows that 60% of international students plan to apply for permanent residency in Canada.
Aside from the promise of potential residency, the Canadian Government’s Post-Graduate Work Program (PGWP) is alluring to students. A student who enrolls in a specific program in a Designated Learning Institution (DLI) can be eligible for a PGWP that will allow them to work in Canada for 3 years.
A higher education institution based in Canada can highlight these facts to prospective international students. Based on StudyPortals report, there is an estimated USD 300 billion revenue from international students planning to pursue tertiary education abroad. However, this statistic may have been affected by the pandemic.
As a form of recovery from the pandemic, higher education institutions can focus on tapping the international student market for the potential revenue that it can bring to their global education business. How can we effectively market to international students?
Consider the Language Barrier
Some students may be intimidated by language barriers in education. For example, a student eyeing to study in a Quebec-based DLI may have apprehensions to study there since Quebec is a predominantly French-speaking province.
To ease this apprehension, a higher education institution based in Quebec can include in their marketing material that the regional government of Quebec offers free French lessons for international students and depending on certain eligibility requirements, the international student can be eligible to receive financial assistance such as travel allowance to study at the language learning center.
Provide Pre-Departure Support
Higher education institutions can also avail of programs that can help students with their pre-departure needs and to acquaint them with their new school’s culture. This step will assure international students that they are indeed welcome and will be taken care of.
Avoid Language Barriers
Canadian higher education institutions based in predominantly French-speaking regions can make their collateral or marketing materials in English to capture the attention of international students.
Use Technology to Help Communicate
Digital marketing can greatly help a higher education institution in communicating with their target audience, international students. Digital marketing strategies can be through social media platforms such as Facebook, Twitter, and Snapchat can also be through email or by hosting online events.
Some higher education institutions hold virtual campus tours so students can get a peek of their potential campus. The online tour event can be streamed on social media and can have a “Question and Answer” component so students can have a more personalized experience.
Be sure that your digital marketing strategies convey your organization’s values and at the same time appeal to what your target audience is looking for. Your in-house marketing team can do this for you, or you can hire an external digital marketing provider that is more specialized in dealing with international students.
Differentiate Yourself from Competitors
For Canadian schools, one of the most striking competitive advantages that they have with each other is their DLI status. DLI schools with this status may be complacent with it and just rely on that for marketing.
A non-DLI higher education institution on the other hand can still compete if they know how to market their programs effectively, even the region that they are in! International students do not only bring income to global education businesses, but also to other businesses like malls, and recreation spots!
An effective marketing strategy should emphasize your institutions’ strengths. If in case you have doubts about your strengths, you can have a pair of different eyes to look at your institution. External marketing firms can help you develop a particular angle that will surely make your institution stand out from the rest.
Make Your Website As Informative and Engaging As Possible
Ensure that your college or university website creates a great first impression for your target audience. It should give international students easy-to-understand information on their international application process and requirements such as visas, tuition and deadlines.
Why Students Choose a Foreign University
International students may have different reasons for choosing to study abroad. It can be for pursuit of a global education, prestige, networking, potential work opportunities, or as a path for immigration. But one thing is certain, they do it to enhance their knowledge and their quality of life.
The global education sector has the capacity to provide international students ways to bring their own dreams or goals to fruition. Recruiting international students to study in your higher education institution is a win-win situation for both.
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Bibliography
India Today Web Desk. (2020, January 9). Here’s why Canada is a favourite destination for Indian students for higher studies. India Today. https://www.indiatoday.in/education-today/jobs-and-careers/story/here-s-why-canada-is-a-favourite-destination-for-indian-students-for-higher-studies-1635186-2020-01-09
Karzunina, D. (2015, June 12). Why Do Students Want to Study Abroad? QS. https://www.qs.com/why-do-students-want-to-study-abroad/
Kennedy, K. (2019, August 21). Global economic impact of int’l students estimated at $300bn. THE PIE NEWS. https://thepienews.com/news/global-economic-impact-of-intl-students-estimated-at-300bn-studyportals/
n.a. (n.d.). Canadian Bureau for International Education. Retrieved May 21, 2021, from https://cbie.ca/infographic/