We have seen enrollment commitments, aspirational statements, and recruiting plans focused on Chinese students at institutions across the US. However, few colleges and universities in the US have developed a strong tradition of marketing to Chinese students.
In a recent conversation with Academic Impressions, Tom Melcher, chairman of Zinch China (an entity that offers services to assist Chinese families with college choice and helps admissions officers in the US identify their best-fit Chinese candidates), offered practical advice for how institutions new to recruiting in the Chinese market can:
- Define their target audience carefully
- Define their specific competitive advantage
- Focus dollars and effort on initiatives that are likely to work, while not wasting time on efforts that likely will not work
Target a Specific Chinese Market
Melcher suggests that these three questions are critical to targeting your recruiting effort:
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