 Study Abroad Consulting
Study Abroad Programming
(Design, Development, Evaluation, and Risk Management)
Faculty-led Study Abroad
Student Abroad Market Research & Analysis
Partnering with US & Canadian Universities
Developing Programs with US Colleges & Universities
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When you look at the attributes of successful faculty-led
study abroad programs, they are either led by popular professors
or heading to popular places. We've seen popular professors
taking lots of students to unpopular places, unpopular professors
taking lots of students to popular places, and popular professors
going to popular study abroad destinations (doubly whammy).
Survey information gathered from past study abroad participants
suggests that the most effective recruitment tool for faculty-led
study abroad programming is a motivated, energetic faculty
director! The most effective form of promotion is word of
mouth.
Marketing is not advertising or selling your faculty-led
study abroad program; it is much more. It's creating and delivering
value for the target population. If you are directing a study
abroad program for the first time, please keep in mind that
successful programs require a considerable amount of time
and effort spent marketing. While your study abroad office
can advertise your program, good marketing can really only
come from you. This is because you are your program, and it
is only through you that students can see the full range of
benefits/detriments in considering the study abroad option.
If you're depending on the study abroad office to do all
your marketing, then your program will probably not attract
the number of students (or the kind of students) that you
want or need. This is because it takes the professor
to seal the deal. Students are smart... they aren't
going to commit to travel abroad with a professor they don't
know and maybe don't even like. It's always a better approach
when you analyze the program's situation (strengths, weaknesses,
opportunities, and threats), formulate objectives (i.e. I
want 15 students), and develop/apply your own plan to meet
those objectives for your faculty-led program.
Let's face it, students sign up because they like you and
your ideas, not because your study abroad program is their
only option. If you're not willing to spend the time to talk
to students about your program, then you're probably not going
to enjoy leading a study abroad program where you will be
with the students 24-7. Assuming your faculty-led program
acquires enough students and runs, you should continue to
strive for excellence by meeting student needs and expectations,
reviewing student evalatuions, fixing what's not working,
and continually striving for improvement. The key to a sustainable
faculty-led program is customer satisfaction.
Think about the following recruitment strategy when developing
your marketing plan, and allow yourself plenty of time to
begin. You should begin marketing your faculty-led study abroad
program at least one year in advance.
Recruitment Strategy
Meeting Needs - College students don't always know
what they need; you have to help them figure it out and convince
them to take the steps necessary to meet those needs. Note,
a "want" and a "need" are different things
(see Maslow's Hierachy of esteemed needs). How much will you
do to make it easier for students? (i.e. help with passport,
etc.). Can your courses fulfill academic requirements? Is
your faculty-led study abroad program too challenging or not
challenging enough?
Creating Benefits - More than credit, how will your
study abroad program give students a cutting edge or set them
apart from other students? Note, study abroad is harder to
sell because it's intangible. You have to define the features,
benefits, and quality of your faculty-led program. What is
your professional reputation? What is your institution's reputation?
What do students associate with you and your higher education
institution?
Creating Exchanges - What are students getting, but
also what are they giving up to participate in your faculty-led
study abroad program? All customers need to think they are
getting more than they are giving up (benefit vs. detriment).
Students are no different. They choose to pay a lot of money
to get a college degree because they believe that the outcome
will be far greater than what they are currently giving up
(time and money). This is true of your faculty-led study abroad
program, also.
Marketing Ideas
Create a website with detailed, clear information about your
faculty-led study abroad program and pictures. You may wish
to include a continuously updated FAQ with items such as a
study abroad program itinerary to answer questions from both
students and parents, as well as a blog.
Make sure your faculty-led study abroad program is featured
on your department's website and in communications and publications
(e.g. bulletins, newsletters, magazines), in addition to on
the Office of Study Abroad website.
Create promotional materials which provide a comprehensive
overview of the faculty-led study abroad program. IMPORTANT:
Ensure that the wording is the same as that posted on the
website, particularly in regards to cost, deadlines, etc.
Create bulletin boards or other displays about your faculty-led
study abroad program that are visible by your target student
population. Also, create attractive flyers to post around
campus.
If you would like to attract students outside of your college/university,
then post your faculty-led study abroad program for free on
AbroadScout.com.
Hold at least two informational meetings for students, to
generate interest in your faculty-led study abroad program.
Meetings before breaks are especially effective so students
can bring fresh information home to discuss with their parents.
If/when you hold informational meetings, email the details
to your study abroad office at least two weeks in advance
so that they can post it on their events calendar. Also, post
the faculty-led study abroad program in your institution's
local newspapers and online newsletters.
Involve students who have previously participated in the faculty-led
study abroad program, especially at information meetings (i.e.
panels, etc.). Peer-to-peer advising and marketing is usually
the most effective.
Promote the faculty-led study abroad program in your classes.
Ask colleagues if you can speak to their classes (when appropriate)
or if they will share information with their students for
you. Consider targeting feeder courses, or large courses that
all students go through.
Inform academic advisors who work with your target student
population about your faculty-led study abroad program and
see if you can get involved in freshmen orientation.
Attend special campus events, especially the study abroad
fair and anything sponsored by your department or college,
to promote your faculty-led study abroad program.
Target specific student organizations that might benefit from
your faculty-led study abroad program.
Consider using photos that you already have to promote the
faculty-led study abroad program. Put these photos on your
website and other promotional materials (if people are recognizable,
then you must have photo releases).
Stress the benefits of studying abroad, such as academic,
intellectual, professional, intercultural, and personal growth
in your promotional efforts. Don't forget about career/employment
prospects.
Make yourself available for e-mail and phone contact with
students and/or parents.
Become familiar with study abroad processes and procedures
so that you can answer questions.
Maintain a list (name, address, phone number, e-mail) of interested
students, including any who have inquired by phone or in person.
Follow up with them at a later date.
Create a promotional video with interviews from students who
have participated in your program and use it through all your
promotional venues.
Strongly consider a blog and/or podcast in addition to your
website. Unlike a website, this interactive content gives
life to your program that static pages cannot.
Use Facebook and Twitter, either through your profile or through
a fan page that you create.
Write articles for popular websites like AbroadScout.com
to build credibility for you and your program, and subsequently
attract students.
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