Promoting a Learning Abroad Project
Promoting a Learning Abroad opportunity can be a challenge and consequently there are a number of strategies that can be utilised for recruiting students into a project. Provided below is some important advice.
Advertising a Program
It is advised that you commence advertising your program very early used mixed methods:
☐ Develop a webpage and online application – contact the Manager Short Term Mobility for further information.
☐ Create a flyer to hand out during lectures and around the university
☐ Create a digital footprint - post your program information on VuWs, Yammer, Facebook, online newsletters, etc.
☐ Develop a 1-page Power Point that can be used briefly at the start of lectures and shared with colleagues
☐ Ask your current and former students to share your program information on social media
☐ Hold information sessions
Program name, slogans, and Unique Selling Points
Before making a webpage or flyer, it is important to come up with a good title, slogan, and Unique Selling Proposition (USP) for your program. The information should be simple, easy to understand, create excitement and ‘hook’ the students’ interest. Example: ‘Scholarship on offer’, ‘Academic credit available’, ‘Life changing career opportunity’, ‘See the World – engineering internships in the USA!’.
If you have difficulties, try using the interchangeable formula - Location, Experience, Discipline, Reason (LEDR). Provided below is a list of reasons and USPs that are commonly utiltised for promoting learning abroad:
- See the World…..
- Immerse yourself
- Learn about new cultures
- Hone Your Language Skills. ...
- Career Opportunities. ...
- Life changing experience. ...
- Personal Development
- Find New Interests. ...
Apart from the the program title and slogan, the content should answer common questions:
- What will I Study?
- Will I receive academic recognition?
- Are there any cultural excursions?
- What type of accommodation will I be staying in?
- What are the costs?
- Are there any scholarships or finance available?
Misleading or Ambiguous Advertising Techniques
Avoid misleading or deceptive claims about your program. When advertising an opportunity, ensure the cost is final, factual and does not change. It is illegal to engage in conduct that misleads or deceives consumers of a product – see Australian Competitor and Consumer Commission (ACCC) website.
Beware of inadvertently using "promotional pricing" techniques. This involves intentionally reducing the price of a product or service to make it appear more attractive to consumers. It is advised that the overall cost of the program should not intentionally be reduced to save money or make the program look more attractive to students. This could potentially diminish the quality of the program and put at risk the safety of participants, the reputation of the University, or lead to financial hardships for your School/Institute. For instance, if you are organising a New Colombo Plan project that is subsidised by a $3,000 grant for each student, and the actual cost will be $5,000 per student, it is advised that students self-fund the remaining $2000 via OS-HELP. This includes paying the costs of staff leading the program.
Another method to avoid is "Drip pricing". This is where the original advertised cost of a program is incrementally disclosed with additional fees and charges, resulting in a higher price. This is illegal and you must advertise the final cost to participants.
If you require any assistance, contact the Manager Short Term Mobility.