Marketing & Recruitment
Student Recruitment
Once a program is approved, it is the responsibility of the faculty leader to work with the customized programs team to develop a ‘brochure page’ (webpage) in the Terra Dotta system for managing online program promotion and applications. Each program’s brochure page includes information regarding the destination, courses, dates, and cost of the program. This will be the site where students open and update application questionnaires and materials. All faculty leaders will have access to the applications for their program, and EA will offer a webinar or self-paced tutorial to help program leaders learn how to review all applications.
Where possible, program leaders are strongly encouraged to cross-list their program as different courses among 2-3 different departments in order to expand the pool of potential applicants. For example, a course on the Economy of South Africa could potentially be both an economics and African Studies elective.
Education Abroad Fair
The EA office will organize an Education Abroad Fair in the fall. Each college has a table, and faculty are invited to attend and promote their program. If it is not possible to represent your program at the fair, it’s recommended that the faculty leader have a flyer available and recruit a colleague or past participant to be at the fair to promote the program. Commonwealth campus faculty leaders can send materials to be placed at information tables. It is the responsibility of the department and the faculty leader, to promote the program and program leaders are strongly encouraged to do additional recruiting beyond the Education Abroad Fair.
Additional Recruiting Strategies
Some successful methods for promotion include but are not limited to:
Flyers and a presence on department websites
Provide academic advisors with program information
Classroom visits
Campus/college information sessions
Evening information sessions dedicated specifically to the program
Videos/documentaries
Student ambassadors visiting classes or invited to dedicated info sessions
Dedicated Facebook page and/or social media presence.
Marketing Toolkit
The Education Abroad Team developed an extensive marketing toolkit for program leaders and administrators to use while developing and promoting their programs. Feel free to use any or all of the resources available within the Education Abroad Marketing Toolkit.
Marketing and Recruitment in COVID-19 and Beyond
Challenges
Some students (or their families) will be very reluctant to resume travel with so many uncertainties on the horizon
In-person recruitment events may be limited (fairs, information sessions, etc.)
Student interest or commitment to attending virtual recruitment events is somewhat untested
Opportunities
Some students will be very eager to participate in any face-to-face learning opportunity - especially something as exciting as study abroad!
Ask your colleagues in your department if they will include a slide or short video about your program into their class lecture or Canvas materials at some point in the semester
Virtual education abroad fairs and other events can reach students at all Penn State campuses, greatly expanding your recruitment pool
Marketing Language
It is appropriate to talk with students about your program as long as you are open and honest about the possibility of either program cancellation or itinerary changes. Suggested language for fliers, slides and materials is included here:
“International travel may be subject to University approval, dates are subject to change, and programming may be altered or cancelled due to changing circumstances.”