Help international students feel at home before they even pick up their passport

British higher education is at a precipice. It is facing a financial crunch, with many universities closing courses or even whole departments to stay afloat. Due to a lack of funding from our own government, the sector has relied increasingly on international students to fill the gap. But that market is now shrinking, and the competition for those that want to study in the UK is more fierce than ever.

Two decades ago, British universities were mainly competing with each other for the cultural and – yes – financial enrichment that international students brought with them. 

But now, just when their investment is needed more than ever, demand for a British education is waning. Alongside US and Australian institutions, European universities are also offering top-tier courses delivered in the English language – the second tongue of most international students, and the one they expect to study in. The elite higher education market has gone global.

“We’re not just competing against other UK institutions, we’re competing on a global playing field which is increasingly level,” says Jack Smith, Assistant Head of Strategic Marketing at Loughborough University. 

In this highly competitive climate, what really attracts international students – and their parents, who are also an important factor in the journey that prospective students take – is feeling that they are being seen and appreciated. “They don’t want to feel like a cash cow,” Jack says. “What we need to do is tell them what they will get out of this relationship. If you’re someone in a second or third tier city in China you first need to know you’re going to have a job for life. It’s the only way you’re going to have a future. I don’t think that it cheapens education to talk about its financial value.”

Another thing that students look for is a British experience. They want to be sure they can have the same experience of the institution that any UK home student would, and they want to understand more about exactly what that looks like. This can be a challenge when they are applying from a distance. 

“For a domestic student there’s a lot of known factors. For an Indian student to move to a different culture to come and study here is a big decision. It’s really important,” says Tom Greveson, our Chief Executive Officer. Content that can help international applicants feel more at home on campus before they even arrive can help, whether that’s walking directions from where they might live to where they might study, or examples of where they might choose to socialise and good places to eat food from their home nation.

According to Tom, when universities use Vepple’s platform to provide a virtual campus tour for remote applicants, the accommodation section is often among the most popular because it provides that practical insight into what life at the university would be like. “It’s faster to get to the right information and it is that visual connection that they really value,” he says. 

Focusing on life outside campus can also be useful. Many UK universities use Vepple to engage prospective students from overseas and using location marketing is an essential part of the ‘sell’. We are lucky to have many incredible cities in the UK, and so much history and culture. It’s not just about the campus on which they will be living and studying; it’s about the great benefits of living in a top global city.

Our Chief Technology Officer, Jonny Harper, has found that the data provided by visits like these can provide universities with fascinating and incredibly useful information about their prospective students from overseas. That might include what a Nigerian applicant to a Chemistry course is looking at, and how that differs from Indian prospective students in the same discipline or others. “We know what content resonates the most with people from all different markets, that insight is key to shaping an effective content strategy” he says.

Whether using this tool or others, understanding more about these prospective students is essential for universities with a higher proportion of international applicants.

“International students have been massive revenue drivers but the UK is not as attractive as it once was,” Jonny says. “We have to say: we still want you; you are very welcome here.”

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