mystery shopper breakfast meeting
TRANSCRIPT
Richard W. Ferrin, PhD | President & CEO!World Education Group, LLC!
Ben Waxman | Chief Operating Officer!International Education Advantage, LLC!
A No More Successfully Engaging Prospects!
What Your Peers Really Do With International Student Prospects
Spoiler Alert: It’s Not Pre;y
Student College Fair Inquiries
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Email & Social Media Inquiries
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Why are inquiries so important
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72% of all students would always inquire before applying to a university.
Yes!
No!
Maybe!
Can't say!
Preferred modes of communicaHon
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83%
88% of all students selected email as one of their preferred modes of communica=on.
of all students expected email responses to be in their own language.
“Hey There, I’m Prospect #297”
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Is Anyone Going To Respond?
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Let’s Find Out
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32%
50%
13%
5%
No response Responded within 24 hours Responded in 2 to 5 business days Responded within 2 weeks
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Response Rates:"60 Institutions randomly selected from US, Australia, Canada!
Mystery Shopper Email Inquiries
Analysis of Responsive InsHtuHons
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68%
32% No Chinese Materials
Have Chinese Materials or officers who can speak Chinese
n=41 Institutions!
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19%
31% 27%
12%
12%
No response Responded within 24 hours Responded in 2 to 5 business days Responded within 2 weeks Responded within 1 month
College Fair Mystery Shop -‐ Vietnam
n=26 US Institutions!
College Fair Mystery Shop -‐ Beijing
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25%
53%
18%
4%
No response Responded within 24 hours Responded in 2 to 5 business days Responded within 2 weeks
n=28 US Institutions!
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54%
46% Ins=tu=ons with no response Ins=tu=ons with response
College Fair Mystery Shop -‐ India
n=13 US Institutions!
Exemplary InsHtuHons – Email Test
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Chinese Language Documents
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Exemplary InsHtuHons – Fair Test
Exemplary InsHtuHons – Fair Test
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Chinese Language Documents
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Our Latest: The Mystery Tweeter
80 InsHtuHons Randomly Selected
50 from US" 15 from Canada"
10 from Australia" 5 from New Zealand"
Our Persona
Aahana, Age 22 International student from India!
Academic Interestbusiness administration!
Geographic InterestUS, Canada, New Zealand or Australia!
Target InsHtuHon Criteria
Social Media Platforms • 100% of ins=tu=ons have official Facebook and TwiPer accounts
• 95% of ins=tu=ons allow pos=ng or messaging on Official Facebook plaRorm
• 100% of ins=tu=ons allow twee=ng on official TwiPer plaRorm
Aahana’s Message
I'm so excited to study abroad! Please direct me to more information about your international student opportunities.
Please tell me more about your international student opportunities. I am eager to learn more! Thanks!
Mystery Tweeter Methodology
Step 1: Set up the Message
Step 2: Post the message
Step 3: Wait the Response
Is Anyone Going To Respond?
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Response Rates
23 institutions did not respond on either platforms!
57 institutions responded at least on one platform! !
n=80 Institutions!
29%!
71%!No Response!
Response !
Facebook Response Rate
n=80 Institutions!
40%!
42%!
14%!
4%!
No Response"
Responded within 24 hours"
Responded within 5 business days"
Responded with 10 buseinss days"
Twi;er Response Rate
60%!
37%!
3%!
No Response"
Responded within 24 hours"Responded within 5 business days"
n=80 Institutions!
US InsHtuHons’ Response
16 institutionsdid not respond on either platforms!
34 institutions responded at least on one platform!
n=50 Institutions!
32%!
68%!No Response! Response!
US InsHtuHons’ Response
64%!
32%!
4%!
44%!
32%!
18%!
6%!
n=50 Institutions!
60%!
40%!
Canadian InsHtuHons’ Response
53%!47%!
n=15 Institutions!
New Zealand InsHtuHons’ Response
20%!
60%!
20%!
80%!
20%!
n=5 Institutions!
30%!
70%!
10%!
80%!
10%!
Australian InsHtuHons’ Response
n=10 Institutions!
22.15"
4.58"2.04"
0!
5!
10!
15!
20!
25!
US" Canada" New Zealand & Australia"
Ave Response Time / Region (hrs)
n=80 Institutions!
Ave Response Time / plagorm (hrs)
11.18"
4.22"
0.00"
2.00"
4.00"
6.00"
8.00"
10.00"
12.00"
Facebook" Twitter"
n=80 Institutions!
Social Media Exemplary InsHtuHons
Massey University, New Zealand!
University of Melbourne, Australia!
Simon Fraser University, Canada!
University of Winnipeg, Canada
Case Western Reserve University, US!
University of Illinois – Urbana Champaign, US
Fontbonne University, US "
Massey University, New Zealand
Link to Massey International, nice pictures!
@masseyIntOffice + smiley face, Massey International contacted us in 5 minutes and asked for concentration. Followed us.!
Response Time: < 1 hour!Noticed BOTH Posts !
University of Melbourne, Australia
Separate Links to Courses, international student, study abroad! "
Personal and friendly response: “I've just commented on your Facebook post with information for future international students. Thanks, Jessica”!
Response Time: < 1 hour!Noticed BOTH Posts !
Simon Fraser University, Canada
Link to both interna=onal student and study abroad info, adorable pictures
Confirmed with us whether we are an interna=onal student or planning to study abroad
University of Winnipeg, Canada
Separate links for programs, tui=on fee, housing, admission office, more info; special design for Chinese, Koran, Japanese, Brazilian, Indian and other interna=onal students
Very personal and friendly response: “Hi, I've replied to your message on FB. We look forward to hearing from you. :)”
Noticed BOTH Posts !
Case Western Reserve University, US
Link to Interna=onal Student, Conversa=on, Men=oned our post on TwiPer
Link to interna=onal admission, @CWRUAdmission
Response time: < 2 hours!Noticed BOTH Posts !
Univ. of Illinois–Urbana Champaign, US
Response Hme: < 4 hours
Link to study abroad, picture
Helps us; @IL Interna=onal; Link to interna=onal admission
Fontbonne University, US
Response Hme: < 4 hours
Link to Interna=onal educa=on and study abroad, nice picture
Link to interna=onal student and study abroad, favorited our tweet
You Work Too Hard To Lose Inquiries
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Test your capacity to respond
You Work Too Hard To Lose Inquiries
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Jus=fy your budget to build capacity
Industry Insights"
Mobile App"
For more information, please contact!Ben Waxman, COO & co-founder: [email protected]"
e-Publications"
Many Resources on Intead.com
Digital Content MarkeHng Tools
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11 Week"
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32 Weeks"
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CONTACT FORM
Digital MarkeHng AutomaHon
What is an inquiry worth?