Arturo Segura brings over 15 years of experience in internationalization and currently serves as the Senior Director of Strategic Partnerships and Government Relations at BELCO Education. His expertise spans higher education, research, sales, and marketing, with a strong focus on leading and implementing equity, diversity, and inclusion initiatives. Recognized for his ability to develop innovative solutions, Arturo has provided consultancy services to institutions and governments across Australia, Brazil, Canada, Czechia, France, Mexico, and the Netherlands. Beyond his leadership role, Arturo is a professor at Fontys University of Applied Sciences and is also an artist. Arturo holds a Bachelor of Arts, a Master’s in International Trade, and a Master’s in World Literature and Cultures.
Attracting international students requires more than just advertising a program; it demands a strategic and well-structured approach. Higher education institutions worldwide have explored various models to increase their international student population, but many struggle to achieve consistent success.
This article presents an innovative three-phase model designed to maximize international recruitment efforts: Brand Awareness, Market Engagement, and Conversion. By following this approach, institutions can build a strong reputation, actively engage with their target market, and ultimately convert interest into enrollments.
Phase 1: Brand Awareness
Higher education institutions often face challenges related to visibility, credibility, and familiarity when entering a new international market. Many students and their families may not be aware of the institution, its academic reputation, or the value of studying abroad in a particular country. Misconceptions about the education system, admission processes, or post-graduate opportunities can further create barriers to recruitment.
This first phase aims to establish trust and credibility while educating key stakeholders, including students, parents, academic institutions, government agencies, and educational agents, about the institution’s strengths and offerings. To build brand awareness, institutions should develop culturally adapted promotional materials that reflect their target audience’s values, academic goals, and cultural expectations. Translating content into the local language is equally essential, especially for parents who often play a significant role in study-abroad decisions. Promoting information in their native language, through subtitled videos or translated guides, can significantly increase engagement.
Establishing a strong online presence is also critical. Social media platforms like Facebook (popular among parents), Instagram and TikTok (effective for reaching students), YouTube (ideal for testimonials and virtual tours), and localized platforms like WeChat, VK, or LINE can help reach specific audiences. Running targeted ad campaigns, hosting live virtual events or webinars, and offering virtual masterclasses are additional ways to generate interest and familiarity. Institutions can further boost visibility by introducing short-term study programs such as summer schools, language immersion courses, or certificates, allowing students to experience the institution firsthand and increasing their likelihood of pursuing a full degree.
Phase 2: Market Engagement
Once brand awareness has been established, institutions must shift toward actively engaging their target audience. This second phase focuses on building trust, strengthening relationships, and creating long-term partnerships with key stakeholders, including prospective students, educators, industry leaders, and government agencies.
Participating in targeted recruitment fairs, particularly those aligned with the recruitment cycle and attended by competing institutions, is a valuable way to interact directly with students and parents actively exploring international options. Building academic and research partnerships with top universities in the region can further expand an institution’s credibility and reputation. Offering exchange programs, dual-degree pathways, or faculty collaborations provides mutual benefits for both institutions involved.
Engaging with governmental agencies is another strategic move, as these organizations often oversee higher education initiatives, scholarships, or workforce development programs. Proposing customized training programs, short-term courses, or scholarship initiatives can create opportunities for collaboration. Institutions should also look to form industry and corporate partnerships to offer executive education programs or customized training that aligns with local workforce needs. Leveraging connections through embassies or chambers of commerce can facilitate relationships with industry leaders.
Finally, inviting key stakeholders such as high school counselors, educational agents, and government representatives for personalized campus visit programs can leave a lasting impression. Allowing these influencers to experience the campus environment firsthand enhances their ability to advocate for the institution within their own networks.
Phase 3: Conversion
Even with strong brand awareness and active market engagement, institutions must focus on closing the enrollment cycle. The final phase of this model is centered on conversion, ensuring that prospective students who have expressed interest feel supported and confident in moving forward with their application, enrollment, and transition abroad.
Following up after recruitment fairs with exclusive online or in-person meet-and-greet sessions tailored to students and parents can help address specific concerns raised during initial interactions. Providing concierge-style support including personalized counseling, financial aid guidance, and assistance with application submissions is particularly important for families accustomed to a high level of customer service.
Organizing visa and pre-departure support programs helps students navigate complex immigration processes and prepares them for cultural and academic adaptation. Hosting sessions in collaboration with consulates or immigration officers, alongside pre-departure orientations that cover housing, cultural norms, and campus life, eases the transition.
An ongoing communication plan is essential to maintain engagement with admitted students. Personalized email campaigns, social media updates, and one-on-one messaging keep students connected to the institution prior to their arrival. Connecting new admits with current international students through peer mentoring programs can further build community and ease concerns.
Finally, creating incentives for early enrollment, such as application fee waivers, priority course registration, or early move-in options, can motivate students to confirm their enrollment sooner.
By implementing this three-phase approach: Brand Awareness, Market Engagement, and Conversion — higher education institutions can significantly enhance their international recruitment efforts. This structured model provides a roadmap for establishing credibility in new markets, building long-term relationships with key stakeholders, and effectively guiding students through every stage of the enrollment process. Ultimately, by refining strategies based on these principles, colleges and universities can achieve sustainable growth in international student enrollment while fostering a dynamic and diverse global learning community.