Marketing Best Practices for Beginners: Institutions

September 13, 2007

The Education Abroad Marketing Practices Subcommittee has created these guidelines to assist campus-based education abroad professionals hosting an education abroad fair to meet expectations of both program providers who are interested in participating in the fair and the campus community attending the fair. The subcommittee has also produced guidelines for exhibitors at education abroad fairs and for program providers visiting campuses outside an organized fair.

Deciding on a fair

Decide whether a fair suits your campus population or whether individual visits from program representatives would reach more students.
Based on internal/applications deadline(s), decide if one fair in the spring or fall will benefit your campus.
Schedule the fair for a specific time; shorter sometimes can be better.

Date, Time, Location

Coordinate with other local institutions and your regional coordinator from the Marketing Practices Subcommittee on your proposed date.
Try to organize the fair in a visible location on campus and reserve space well in advance.
Is an indoor or outdoor site for the fair better, with an indication of plans for inclement weather?

Invitations

Decide what invitation policy (open fair, invitation only) best reflects your campus' policies and choices regarding international programs. Your exhibitors should truly reflect the choices your institution will support as opportunities for students.
Involve and invite administration and faculty.
Invite the financial aid officer as a resource for all regarding institutional policies.
Coordinate fair with other student Service offices such as career center, the office of financial aid, etc.
Consider including other types of programs such as work, internship, teaching abroad, or service/volunteer programs.
Consider contacting returning students to participate and provide peer advice to prospective study abroad students.

Information for Fair Invitees

Send a campus map and detailed directions on how to reach the fair.
Send information about and access to parking, with suggestions on areas to park or not park.
Provide a list of local accommodations and restaurants in the area.
Provide the size of the table and space available to each representative before the fair.
Provide information about the availability of electrical outlets.
Give clear instructions on sending promotional material ahead.
Help representatives estimate number of brochures or catalogs needed.
Provide basic information about the campus study abroad services and resources for exhibitors' use in providing accurate information and appropriate referrals.
Inform representatives of financial aid policies or special scholarship opportunities for experiences abroad.
Provide information about other activities taking place the day of the fair, if applicable.
Send a follow-up confirmation letter providing detailed information about the above points, once a preliminary reply is received from prospective exhibitors, if possible, include a list of exhibitors, with e-mail contact information.
Let exhibitors who cannot attend know if they are permitted to send catalogs for display.

Publicity

Coordinate on-campus publicity prior for the fair.
Advertise on campus & community through all media, for example, newspaper, flyers, tabletents, e-mail, Internet, and phonemail.
Prepare handouts for representatives regarding the institutional policies on study abroad, transfer of financial aid, and internal deadlines.

Day of the Fair

Prepare a check-in procedure for fair exhibitors, including assistance with unloading materials, locating tables and locating parking.
Prepare or make available name tags for host institutions staff and program representatives.
Allow ample time for representatives to set-up.
Check-in with representative upon arrival.
Have former participants or volunteers assist with table set-up.
Provide at least water or other beverages throughout the duration of the fair.
Consider having vegan & vegetarian options, if a meal is provided.
Consider having study abroad adviser and/or international office members give brief introductions.
Consider coordinating a panel of past study abroad alumni from a sampling of different programs to share their experience.
Provide handout for students detailing programs and sites represented.
Provide checklist for students regarding the internal procedure for study abroad.
Provide evaluation forms for students and representatives for feedback.
Attempt to count the number of students/staff/faculty participating in the fair (sign-in sheets are good) for office research and tracking.