Objective: A renowned UK university aimed to elevate its outreach efforts to attract Chinese students for undergraduate and postgraduate programs.
Approach:
Comprehensive Student Surveys:
Conducted detailed student surveys targeting Chinese students with an interest in studying abroad. Gained valuable insights into their preferred online platforms, social media habits, and primary sources of information during their university research.
Analyzing Competitor Strategies:
Thoroughly examined digital marketing tactics employed by other UK universities targeting Chinese students. Identified successful approaches and opportunities for improvement in their online presence.
Strategic WeChat and Weibo Campaign:
Devised captivating content and adverts customized for the WeChat and Weibo platforms, widely favored among Chinese students. Leveraged influential key opinion leaders (KOLs) to endorse the university, amplifying its reach to a broader audience.
Search Engine Optimization (SEO) Enhancement:
Fine-tuned the university’s website for optimal visibility on Chinese search engines, like Baidu, thereby improving discoverability among Chinese students.
Results:
The strategic digital marketing approach led to significant enhancements in website traffic, user engagement, and inquiries from Chinese students. Remarkably, there was a remarkable 20% surge in applications from Chinese students, particularly from regions that experienced targeted digital marketing efforts.