NYU-SMDigital Education NAGAP Presentation

Penetra'ng the Important La'n American Market:

What Every Enrollment Manager Needs to Know

27th Annual NAGAP Conference San Diego, CA May 1st, 2014

I.   The Importance of -‐ and Differences in -‐ the LatAm Market

i.  Facts, Figures & Trends of the Student Popula'on

ii.  Cultural Considera'ons

II.   Pain Points (& Surprises) Employing TradiQonal Strategies

i.  What We Learned Along the Way

III.  Case Study: LatAm: ASract, Engage, Re-‐Engage – Enroll!

i.  Char'ng a Long-‐term Strategy that Works

IV. Best PracQces to Ensure Success i.  What Every GEM Professional Needs to Know

TODAY’S TOPICS

I.  The Importance of -‐ and Differences in -‐ the LatAm Market

I.   Facts, Figures & Trends

Before we dive into the LatAm market, let’s take a peek at the bigger picture: It’s a new world economy: -‐  Mul'-‐cultural / Diversity -‐  Invisible borders / Global experience+ -‐  Digitally oriented world -‐  I want it…”and I want it now”.


A considerable—and growing—market: -‐  LatAm popula'on 581M -‐  255M Internet connected people -‐  93% have mobile phones (25%+ smartphones) -‐  200M middle – high class -‐  150M young popula'on -‐  $11,770 GDP -‐  270,000+ study abroad -‐  80,000+ study advanced degrees in the US

WHY LATIN AMERICA?

Internet PenetraQon Rate in the Americas June 30, 2012

Source: Internet World Stats. Copyright Miniwafs Marke'ng Group


© Statista Inc.

Average duraQon of monthly internet usage per user in LaQn American countries December 2012

27

25.1

24.3

23.4

22.7

19.8

18.1

16.2

15.9

0

5

10

15

20

25

30

Brazil Argentina Peru Chile Latin America Mexico Colombia Venezuela Puerto Rico

Mon

thly

inte

rnet

use

in h

ours

Source: comScore, 2013 Brazil Digital Future in Focus. *In hours


© Statista Inc.

Number of internet users in LaQn America from 2011 to 2017 (in millions) 23

2.4 26

5

299.

5 329.

1 354.

3 376.

4 394.

4

0

50

100

150

200

250

300

350

400

450

2011 2012 2013* 2014* 2015* 2016* 2017*

Num

ber o

f use

rs in

mill

ions

Source: eMarketer, emarketer.com


Considered against their interna/onal peers, consumers in South & Central America place the greatest value on higher educa1on: with the vast majority of those in Brazil (94%), Mexico (92%), Chile (92%) and Venezuela (91%) believing that higher educa1on is vital (vs. 78% globally). (Nielsen, September 2013)


WHY LATIN AMERICA?

When asked about the most important factor in geMng a job, 40% of Mexicans aged 15 to 29 years old ranked 'educa1on' as important as 'social connec1ons'. (Ibero-‐American Organiza'on for Youth, July 2013)


WHY LATIN AMERICA?

The number of student visas issued to La1n American ci1zens rose 34% between 2006-‐07 and 2012-‐13. Chileans, Brazilians, Venezuelans, Peruvians, Ecuadorians, Mexicans and Colombians hold 8.1% of all student visas granted in 2012-‐13, up from 6% seven years ago, Although Asian students s/ll comprise the vast majority of student visa holders (19.9% from China alone), the propor1on of La1n Americans has been growing every year. Department of Immigra'on and Border Protec'on Reports, 2013.


WHY LATIN AMERICA?

OTHER CONSIDERATIONS •  Growing Hispanic Popula/on •  University Diversifica/on •  Hedge the Global Markets •  Proximity to the US •  Global educa/onal mobility •  Developing countries with rising birth rates, an increased demand

for educa/on and limited domes/c capacity •  Untapped growth poten/al of mobility below ter/ary level


WHY LATIN AMERICA?

So close, but yet so different – culturally


WHY LATIN AMERICA?

“Cinco” Significant Standouts: 1.  Personal Preference / Technology Concern 2.  Na've Recep'on / Communica'on 3.  Level of Afen'on / Warmth 4.  High Expecta'ons / Quality 5.  Pride / Language as a Barrier

I.   Cultural ConsideraQons

1. Technology/Messaging

Americans are used to Amazon.com, online ease and “iPhone this or Google that”, but the comfort level with technology is not exactly the same in LatAm. There is a hesita'on to “engage” online ini'ally; so it has to be easy and intui've or LatAms feel a “void” / see a “barrier” and may be turned off. Make it easy.

OBSERVATION:

SUMMARY:


2. Localized Experience

Not surprisingly, La'n American students are more comfortable and at ease when reading or speaking their na've language. Cater your experience to the local market, from ini'al branding, to the microsite, to the person (or “system”) processing their interest. (But not Google translate!)

OBSERVATION:

SUMMARY:


3. Level of ASenQon:

Like any great brand experience, a warm and welcoming, sincerely genuine and “hiccup-‐free” experience is paramount to any ongoing rela'onship. But for La'ns, it’s even more cri'cal as they are used to ‘being served” rather than the pro-‐ac've, seek-‐out mentality of the USA. Focus on the execu'on.

OBSERVATION:

SUMMARY:


4. High ExpectaQons:

LatAm students seeking higher educa'on in the USA have extremely high expecta'ons of themselves…and of the ins'tu'on. Messaging, communica'ons, technology behind it all must be “top-‐notch” and should be catered to their individual needs or the trust level wanes. Think viral implica'ons / social nodes.

OBSERVATION:

SUMMARY:


5. Language / Pride:

Unlike Asia where English is almost an [automa'c] second language, La'n Americans generally seek it out. Therefore, language can become a barrier at 'mes. A na've (local) presence that welcomes, engages and con'nually nurtures the La'n professional is meaningful. Consider an internal resource or an external partner.

OBSERVATION:

SUMMARY:


II. Pain Points (and Surprises) Employing

Tradi'onal Recruitment Strategies

II. Pain Points (& Surprises) Using TradiQonal Recruitment Strategies

•  Lower numbers of prospec've students/applicants from LatAm markets

•  Difficulty for LatAm students to navigate the US graduate school admission process

•  Lack of brand awareness

•  Language barriers across markets (even the word “tui'on” does not translate well)

The Pain Points

II. Pain Points (& Surprises) Using TradiQonal Recruitment Strategies

The Surprises •  Understanding the level of “hand holding” prospec've

applicants require to navigate the process (dedicated call center)

•  Fostering partnerships, pipeline programs, and funding opportuni'es takes 'me

•  “Tradi'onal” marke'ng tac'cs don’t always apply (different tac'cs work in LatAm markets)

•  Thirst for US educa'on is strong, but the 'me from inquiry to applica'on is longer

III. Case Study, Afract, Engage, Re-‐engage, Enroll!

III. CASE STUDY -‐ LATAM: ATTRACT, ENGAGE, RE-‐ENGAGE, ENROLL!

Video here

CASE STUDY VIDEO HERE: hSps://www.youtube.com/embed/9jdzKAtCSYE?rel=0

III. CASE STUDY TARGET MARKET

•  Mexico •  Colombia •  Ecuador •  Peru •  Argen'na •  Venezuela •  Chile

•  Brazil •  Costa Rica •  Panama •  Guatemala •  Uruguay •  Paraguay •  Bolivia •  Honduras

•  Build the Brand / Create Top of

Mind awareness for NYU-‐Poly Graduate Programs in La'n America

•  Generate qualified, interested, La'n American prospects for NYU-‐Poly’s Masters and PhD Programs

III. CASE STUDY CAMPAIGN OBJECTIVES

NYU-‐POLY was not a well-‐known brand throughout South America.

?????????

PREVIOUS LANDSCAPE III. CASE STUDY

•  Working Professional (1-‐4 years auer undergrad) •  Seeking advanced degrees •  Career-‐focused, ambi'ous, upwardly mobile •  Heavy YouTube consumer •  Is a frequent FB / Social Consumer •  Frequents social dining / restaurants / nightlife •  Frequents higher end shopping malls

III. CASE STUDY TARGET STUDENT PROFILE

1.  Launch an integrated, digital marke'ng campaign

focused on specific engineering programs for LatAm prospects through search engines, related educa'on portals and social media

2.  In addi'on to building the brand online, we wanted to encourage students to complete a form which jump started the Prospect data / applica'on process

CAMPAIGN STRATEGY III. CASE STUDY

The assets found during the research process were used as a foundation to create the message and variables used in the campaign, keeping in mind the focus on Latin American market and what drives their attention.

Landing Pages Layout

MulQ Variable Test Assets Matrix

CompeQtors Assets Tested Assets

III. CASE STUDY INITIAL PRODUCTION PLANNING

Online (95%) •  Suppor've medium of NYU-‐Poly Technology & Innova'on •  Can be fully measured •  Can be op'mized on the fly

Offline (5%) •  Addi'onal Brand Awareness and Impact •  Supports the Technology Message with the Chosen channel •  Reinforces the Connected / Real Social Life brand exposure

III. CASE STUDY BUDGET / CHANNEL FOCUS

III. CASE STUDY MEDIA CHANNELS

Google generated – and received – the most aIen1on!

III. CASE STUDY AD PLACEMENT STRATEGY

III. CASE STUDY SAMPLE AD FORMATS

TEXT AND DISPLAY

Ad formats in Spanish, English and Portuguese

III. CASE STUDY CAMPAIGN CREATIVES

III. CASE STUDY CONSERVATIVE LANDING

III. CASE STUDY MULTIVARIATE TESTING

We tested over 140 different landing pages to determine best assets

III. CASE STUDY VIDEO SPOKESPERSON

VIDEO SPOKESPERSON Each landing page encompassed a “live” actor who delivered a targeted message

in the na've language

III. CASE STUDY ENGLISH / MBA LANDING

III. CASE STUDY ENGLISH / NYC TRAVEL

III. CASE STUDY SPANISH VIDEOSPOKESPERSON

SEE VIDEO LANDING PAGE HERE: hSps://www.youtube.com/embed/6kCGbhwYdQo?rel=0

III. CASE STUDY PORTUGESE VIDEOPERSON

III. CASE STUDY “PHABLET”-‐FOCUSED

III. CASE STUDY PROSPECT DATA POINTS

III. CASE STUDY REPORTING / METRICS

TEST PHASE TWEAK PHASE OPTIMIZED PHASE

Number of Prospects

Cost per Prospect

PHASE I PHASE II PHASE III

III. CASE STUDY CONSTANT COMMUNICATION

Email Skype LiveChat LatAm Resource Webinars Videos

III. CASE STUDY OVERALL CAMPAIGN METRICS

•  Campaign impressions •  Visitors •  Prospects from all countries •  Prospect Ac'vity is up •  Apps are up •  Enrolled Students are up

250% 60%

150% 18

370M 331K

IV. Best Prac'ces to Ensure Success: What Every GEM Professional Needs to Know

IV. Best PracQces for Success: What every GEM Professional Should Know

•  Lack of Brand Recogni'on in La'n America •  A minimal LatAm student body

•  Lack of Resources and an Acute Understanding of Local Markets to Engage Poten'al Applicants, Effec'vely

CHALLENGES for MOST US UNIVERSITIES

IV. What every GEM Professional Should Know

1.  Define your University Goals :Branding/Prospects/Both 2.  Iden'fy your target market(s) and budget 3.  Be prepared to think long(er)-‐term 4.  Ensure you have a process for a fluid LatAm experience 5.  Foster partnerships, unique pipelines and funding opportuni'es 6.  Iden'fy a La'n American resource (internal/external) 7.  Think and be “local”. Consider microsites. 8.  Expand communica'on channels (Skype, chat, email, Tel #’s) 9.  Test, test, and then test again. 10.  Con'nue to op'mize campaign

Best PracQces for Success:

Your brand. Your prospects. And a long term plan for LatAm.

OUR PRESENTERS Raymond A. Lutzky Senior Director, Graduate Enrollment Management and Admissions New York University Polytechnic School of Engineering Email: [email protected] Web: www.nyu.edu Montgomery L. Byers, Jr. Managing Director, SMDigital Educa/on SMDigital Partners Email: [email protected] Web: www.SMDigitalEduca/on.com

Date post:	07-May-2015
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