Guide to Marketing Faculty-Led Study Abroad Programs

Transcription

1 Guide t Marketing Faculty-Led Study Abrad Prgrams Surces used in the cmpletin f this manual include faculty handbks frm UW-Oshksh, The University f Alabama, and Twsn.. Fr questins r cmments regarding this guide, please cntact Shanti Freitas, Intercultural Immersin Crdinatr P: E: [email protected]

2 Recruiting participants fr faculty-led prgram is ne f the essential respnsibilities as faculty. While the CIE des market study abrad in general, students tend t enrll in prgrams because they have heard frm multiple faculty members that the experience is a valuable ne. Students wh hear, ver the curse f many mnths, frm yu and frm thers in yur department that yur prgram in particular is an imprtant part f their educatin are mre likely t enrll. Whether yur prgram runs annually r peridically, students shuld hear abut it thrughut the year. Talk t academic advisrs wh will see the students whm yu plan t market and ask them t help students incrprate study abrad prgram int their academic plan. In general, a minimum number f participants must be enrlled in the prgram fr the prgram t run. The minimum number will be determined by Academic Affairs. Please see the Faculty-led prgram guidelines nline fr mre infrmatin. Keys t a successful prgram Belw are suggestins frm prir faculty leaders and administratrs that identify elements that have led t rewarding and successful study abrad prgrams: 1. Remember that students are the target audience and that they will be mst cncerned with issues f cst, value, uniqueness, and attractiveness f the prgram as it fits with their degree requirements and persnal needs and interests. 2. Give attentin t detail during all aspects f prgram preparatin and planning 3. Cmmunicate regularly with students thrugh and infrmal gatherings 4. Cmmunicate regularly with n-campus staff and utilize the persnnel, resurces, and prfessinal staff t give yur prgram the best pprtunity t succeed. Part f marketing will als include addressing the reasns students have fr NOT chsing t participate in yur study abrad experience. These reasns may include: Mney financial aid is available t almst everyne; study abrad grants are available t need-based and nn-need-based students Time & Credits hw might yur study abrad prgram affect their graduatin date (might they be able t graduate sner?) and which curses will they receive credit fr? Hw d these curses apply t a particular majr/minr r ther graduatin requirements? Lack f Freign Language skills what level f fluency d students need t attain befre studying abrad? Benefit why is yur particular prgram necessary r beneficial? Will it impress future emplyers wh see the experience en their resume? Will it help them find a jb r prgress in their career?

3 Belw are sme suggested methds and idea t market yur prgram: Prgram Flyer A flyer is an easy and cnvenient way t highlight the features f the prgram and prvide students with useful infrmatin. Prgram flyers are primarily created and distributed by Faculty. The Prgram Crdinatr is available fr assistance in designing prgram flyers. Faculty are encuraged t pst flyers in and arund academic department buildings. If Faculty-led prgrams are pen t nn-uwec students, Faculty shuld feel free t send flyers t clleagues at ther institutins. Web Page Each faculty-led prgram has a designed brchure page n the UWEC study abrad website. Prspective students shuld be directed t the website fr prgram details, prices, prgram schedule, plicies, and the applicatin. Feedback frm faculty members regarding the prgram webpage is encuraged including crrectins, updates, r suggestins fr additins. It is very helpful t add a link t the prgram webpage frm any faculty and departmental websites. Class Visits In-class presentatins play a key rle in advertising faculty-led study abrad prgrams. Faculty directrs shuld annunce the prgram in classes (repeatedly) and hand ut prgram flyers. Als, they can share infrmatin with clleagues in their department and ask them t make annuncements in their classes r allw visits t their classes, if pssible. We recmmend targeting classes fr students in specific majrs relevant t the prgram r classes that fcus n tpics similar t the prgram. Study Abrad Fair The CIE hlds an annual n-campus Study Abrad Fair in Octber. It is very imprtant that faculty leaders attend the Study Abrad Fair t prmte their prgram r send a representative in their place. Frmer student participants f repeat prgrams will be invited t help ut. Past Participants Prspective students are very interested in hearing ther students perspectives. The testimny f past participatin is ne f the mst effective recruitment tls yu can utilize. Returned study abrad students are effective recruiters fr study abrad prgrams. Faculty that have ffered the prgram befre are encuraged t ask past participants frm their wn prgram t speak abut the experience in classes and spread the wrd t ther students. As much as pssible, use frmer students t help yu recruit. Prmtinal s will be sent t the UWEC students by the CIE based n their majr r enrllment in specific curses. While the applicatin and admissin prcess (including acceptance s) are handled by the CIE, it is imprtant that faculty maintain regular cntact with admitted students in rder t keep their interest.

4 Marketing ideas yu may want t cnsider: Begin recruiting early and cntinually!!! Mailing flyers and/r pstcards t yur target students Ask faculty teaching in specific curses t hand ut flyers in class Advertising and hlding infrmatin meetings fr interested students Reserving display cases in building arund campus t advertise yur prgram Use scial media such as Facebk r Twitter Secure a table near the Davies Service Center fr a few hurs during high traffic times (11-1). Set up a display and talk t students! Keep lists f students wh are interested in yur prgram and them with infrmatin regarding meetings, deadlines, r interesting details Attend special events n campus, especially events spnsred by yur department that will draw students. There may be an pprtunity fr discussin abut yur prgram! Make sure yur prgram is featured in any department/cllege newsletters Marketing Materials Make sure that target students understand that prgram details, fees, itineraries, etc. can change and may nt be exactly as riginally advertised. If yu create advertising materials f yur wn fr yur prgram (print r web), yu will need t include the fllwing disclaimer: All infrmatin included here is subject t change. Mdificatins may be required depending n the exigencies f the situatin. Yu will als need t send a cpy t the CIE befre distributing t the students. The CIE is respnsible fr ensuring that UW-Eau Claire is in cmpliance with the UW System plicy regarding student recruitment and that all advertising materials have cnsistent infrmatin. Familiarizing yurself with the Faculty-Led Study Abrad Handbk F04010D0F1B78070F086B D will help when it cmes time t talk t students abut many f these cncerns.

5 Tips fr Marketing Faculty-Led Study Abrad Prgrams Outreach t UWEC Students: Attend Study Abrad Fair Classrm Visits Classes in yur department r in ther departments that may have an interest in the prgram Shrt (2-5 minute presentatins) Highlight the academic/cultural aspects f the prgram, what is included in the price f the prgram, and handut flyers Fr repeat prgrams recruit returnees t present Internet/ Cmmunicatin Send (s) t students in majr Respnd t inquiries frm students Pst infrmatin abut the prgram and phts n D2L sites fr yur classes and department (and ask ther faculty t d the same) Pst infrmatin with link t the prgram website n yur department s website Pst infrmatin with link t the prgram website n yur persnal website Create a Facebk grup fr yur prgram t pst infrmatin and interact with prspective and admitted students Pst flyers arund yur department/building where allwed Make a shrt cmmercial t send t students r pst n UWEC Study Abrad website One-n-ne advising with students Make annuncements at department and relevant campus events Cnnect with student grups in the relevant disciplines and prvide them with infrmatin abut the prgram Outreach t UWEC Faculty: Present the prgram t faculty in yur department and encurage them t tell their students and advisees abut the prgram and t hand ut flyers Reach ut t faculty in ther departments that may have interested students Outreach t nn-uwec Students/Faculty: Send flyers and an intrductry letter t clleagues at ther UW-System institutins r t cntacts at universities ut f the area Prmte the prgram t clleagues when yu attend cnferences