International Student and Parent Communication Plan for 2017
Most colleges and universities who recruit international students have a communication outreach plan; an admission “funnel.” Traditional communication plans are management tools, not the tools for understanding market behavior. Few schools, for example, have communication plans for parents from the time of application to the time of enrollment, even though multiple research reports indicate that parents often have the final say in which school their child enrolls.
Because so much information about colleges and universities can be found on-line by prospective students and parents, I am recommending a communication plan that focuses on outcomes, not features.
Suggested Communication Plan for 2017:
Send information about career counseling, job placement rates, graduation statistics
Letter from current international parent
Send information about student services for international students, organizations, clubs, athletics
Letter from current student
Letter from alumni parent
Letter from faculty advisor
List of first semester courses
Letter from president, board chair
Counseling services for international students
Contact information for school administrators and services
In 2009 Twitter posted 300,000 tweets a day. Today 500 million tweets are posted every day. In 2009 Facebook had 1150 active users. Today there are 1.79 million users. In 2009 Uber, Airbnb, and Instagram did not exist.
Change permeates nearly every facet of life. The dark alchemy of disruption and unpredictability demand a new way of thinking and planning in recruiting international students. Beyond the corridors of today lie new educational delivery paradigms and different ways of communicating with prospective international students and their parents.