History: 25 Years’ Experience in U.S. College Brand Marketing
We have vast experience in U.S. college brand marketing and public relations in Asia, doing business as IBS Marketing & Public Relations Co., Ltd.
With our college brand marketing strategies, we have helped U.S. higher education institutions that were once relatively unknown expand their respective brands in Asia. We have a proven track record of success, and have assisted U.S. colleges in building working relationships with top-ranked schools throughout the region. In addition to our work abroad, we also target Chinese students currently studying in the United States.
Mission: Establish Your F.A.M.E. in Greater China and Southeast Asia
Facilitate your student recruitment from campuses within the region.
College brand marketing strategies that work for domestic recruiting efforts do not necessarily apply to Asian markets. Effective college brand marketing in Asia requires a vast set of skills and regional knowledge. Asian consumers today are well informed, and they explicitly know what they want. Although your school may meet their requirements unless your message is packaged and presented properly (or ranked in the top 200), you are at a disadvantage. We recognize and understand the needs and expectations of students, parents and schools within this region. Our work ensures your school’s message is properly conveyed and well received.
It’s important to understand that Asian consumers obsess over brand names. This includes school rankings. Such rankings, of course, are often subjective. The methodology used by various organizations to rank colleges may put one school above another, and vice versa. The key to branding lower ranked colleges in Asia is positioning. Just because your school does not match the criteria of the top 200 does not mean your institution does not have a competitive edge. We know how to overcome subjective biases and expand your school’s brand with integrity.
Accelerate your school’s growth, academic collaboration, and international exchange programs
Establishing successful MOU agreements between two international institutions is a prolonged process. Effective and coordinated communications are critical. The role of Access Education in this is to assist in accelerating pragmatic MOU agreements.
Master your school’s recruitment goals, study abroad programs, and program development.
Simply signing an MOU does not guarantee success. Understand that your MOU agreement with any given school is not an exclusive arrangement. It’s likely your MOU partner school has signed agreements with hundreds of schools throughout the world. In other words, your MOU partner has “the pick of the litter”, and it’s up to you to stand out.
We assist this process – in part – by providing your MOU partner schools with accurate, culturally intelligible information (not simple translations.) Our work tremendously increases your visibility by highlighting what’s most important from their perspective. Furthermore, our newsletter keeps you informed of MOU partner news, changes, and regional policy shifts affecting your students’ study-abroad choices.
Expand your school’s presence and international brand.
As China and India produce over 35% of the world’s GDP, Asia has become increasingly significant to global economic growth. Most American students, however, fail to understand and appreciate the vast opportunities Asia has to offer. Those who do gravitate towards Asian business opportunities may lack critical language and interpersonal skills vital in determining their success.
Because of this, most American students shy away from Asia as a primary destination for studying abroad. According to the Open Doors report by the Institute of International Education (IIE), fewer than 10% of U.S. students chose to study abroad in 2013-14. Of that, only 12.4% of them decided to study in Asia.
When compared to the record number of 886,052 international students coming to the U.S. in 2013-14, the low percentage of U.S. students studying abroad raises concerns about their future ability to compete in the global market.
It’s interesting to note that according to this report, 42% of U.S. schools are recruiting in China while 23% were recruiting in Southeast Asia. Understanding the complex cultural and intellectual dynamics of this region is an imperative part in attaining Brand Recognition.
As your Regional Brand Development Managers in Asia, our skills, and extensive resources are well-positioned to help you succeed. Contact us today to learn more about our aggressive college brand marketing strategies and thrive in this highly competitive market.