Best Practices for Marketing on College Campuses

The purpose of this information is to assist program providers in identifying those practices which are likely to result in the greatest long-term success, to provide campus advisers with guidelines of what is deemed ethical in the profession, to foster continued and improved communication between programs and campus-based offices, and to encourage campuses to develop and communicate clear processes and protocols for working with programs. For additional information, visit the guidelines for exhibitors at education abroad fairs and guidelines for institutions hosting education abroad fairs resources.

Definition of Terms
Recommendations for Conduct on a College Campus
Communication & Relationship Building: Adviser and Provider
Marketing and Communications: Written & Electronic Promotional Material
Marketing and Recruitment: Tables, Display, and Promotion
“Postering” on the College Campus
Web and Print References to U.S. Institutions

Definition of Terms

Home Institution: U.S.-based institution where a study abroad student is pursuing a degree

Host Institution: institution offering a program abroad in which U.S. students enroll for a term of study

Program Provider: educational institution, organization, or other entity facilitating a study abroad program. Program providers are varied and include U.S. college-sponsored programs provided for their own and/or other students; educational institution programs based abroad (host institution); non-profit, not-for profit, and for-profit independent program providers; or programs based at U.S. institutions that facilitate programs for students from other U.S. institutions

Recommendations for Conduct on a College Campus

When is it appropriate for an organization to approach an education abroad or other designated office?

Timing can vary. Lead-time is often more important than season, although advisers are often inundated during the fall. For a campus with which an organization has no relationship, making contact up to three months in advance may be optimal. Two to three weeks in advance is a recommended minimum. Conferences are also an appropriate venue for establishing contact. It is never appropriate to show up on a campus unannounced.

How is it appropriate for a Program Provider to approach a study abroad office?

Contacts are widely available from Web sites or professional organizations. E-mail or telephone calls are appropriate to establish the correct contact person. Program providers should state the purpose of the contact and offer to provide the home institution with all appropriate program information or professional background.

What is the appropriate manner for an organization to approach faculty members?

Program providers should always approach and work with faculty in consultation with the education abroad or other designated office to establish campus-appropriate strategies. Some campuses may encourage or allow direct relationships with members of their faculty, others may not encourage or allow such practices, so it is important to establish appropriate parameters. In cases where faculty contacts are the primary and most appropriate contact for a program, the provider should still try to involve the education abroad office or other designated office in coordinating on-campus communication and activities. When faculty initiate contact directly, program providers should still encourage the faculty to work in conjunction with the home institution education abroad office.

What is the appropriate manner for an organization to approach students on campus?

There are many forms of marketing and recruiting students on programs, including information tables, information sessions, individual meetings, ads in student newspapers, requests from individual departments to hold sessions. Program providers should always approach and recruit students in consultation with the education abroad office, faculty contact (where authorized or approved), or other designated office to establish campus-appropriate strategies. While many campuses have very open recruitment policies, some do not, and it is important to respect the policies of the education abroad office. Engaging in any of the activities listed without proper consultation is highly discouraged.

What is the appropriate manner for an organization to use their alumni on a college campus?

Use of alumni is often very effective and encouraged. Alumni should also be directed to work with the campus education abroad or other designated office to establish appropriate campus activities, to educate themselves about campus policies and procedures, and to take advantage of education abroad campus support. Alumni may attend scheduled fairs or events with program providers invited to attend the event to speak on behalf of their own personal experience. Sponsoring alumni activities on campus that are not consistent with the policies or goals of the home institution’s education abroad office is strongly discouraged. While programs may compensate alumni, offering recruiting “commissions” that are specifically linked to enrollment is discouraged.

Communication & Relationship Building: Adviser and Provider

Does the Provider need to work only with the education abroad adviser?

It is recommended that the provider work with the education abroad or other designated office to establish appropriate contacts that usually include but are not limited to the education abroad office and to ascertain protocol for campus-specific communication. Even if academic contacts are directly from an institution based abroad to a department, it is recommended that the education abroad or other designated office be contacted.

How does the education abroad adviser respond to a provider that is not on their approved list of programs?

Education abroad or other designated offices should have clear processes and policies for working with programs and be able to communicate criteria. Home institutions, as a matter of practicing in the field of international education, should remain open to new ideas and make every attempt to respond to appropriate contacts from providers. It is appropriate for a program provider to ask an advisor questions regarding selection and approval processes and policies, but programs should ultimately respect the home institution’s discretion in regard to their students. Home institutions should, in return, maintain a fair process for reviewing and considering new programs as appropriate.

How should a provider approach a study abroad adviser for a campus visit?

Once an appropriate contact has been identified (see above section), it is appropriate to request a personal meeting. It is recommended to identify and communicate a purpose or goals for the meeting and provide appropriate program information in advance. The home institution office should also communicate what information, talking points, or other research they would like in advance of the meeting.

How should a provider approach an education abroad adviser for an invitation to a study abroad fair?

It is recommended that program providers refer to the Guidelines for Exhibitors at an Education Abroad Fair to review campus policies for fair attendance as well as the National Fair Calendar for information on scheduled fairs. Program providers are encouraged to contact advisers at campuses that list an “open invitation” policy and are discouraged from contacting campuses that list an “invitation only” policy to specifically request attendance to the fair. Program providers may contact these campuses throughout the year in regard to fair invitation policies or to explore establishing a relationship.

How should education abroad professionals honestly discuss difficult topics such as student enrollments or expected incentives?

It is important for program providers to clearly represent programs and any incentives offered in consultation with the NAFSA Code of Ethics and the Forum on Education Abroad Standard of Good Practice For Education Abroad. Incentives are common practice and are often important in assisting in the professional knowledge and development of education abroad administrators, advisers, and faculty learning about education abroad but should be based on common goals of program excellence and advising practices that always have student interests first. Incentives include (but are not limited to) various systems of discounting program fees, designated scholarships, rebates to study abroad offices for administrative support, and support or sponsorship for site visits. Ethical incentives generally include those which improve and support the knowledge of the education abroad advisers, faculty, and administrators and facilitate their ability to support and develop education abroad. Incentives based in personal reward or gain without the educational or student benefits just described are inappropriate.

Marketing and Communications: Written & Electronic Promotional Material

How should programs determine if Web and print material are of the appropriate tone for distribution to students?

Program providers should carefully consider how they represent their programs in marketing materials, including consideration of audience. Materials for advisers or faculty may differ from materials for students. However, it is recommended that programs highlight academic or experiential quality to ensure students’ appropriate engagement and to assist students, advisers, and faculty members in making thoughtful program choices.

How can education abroad professional monitor the "truth" in the materials?

Programs are expected to represent themselves truthfully in all materials, including program sponsorship; academic requirements; course information; faculty credentials; the basis for credit recommendations and credit transfer policies; up to date cost information including notification of potential fee increases, reimbursement policies, and inclusions and exclusions contained within the fees; housing and facilities information; student services and social/cultural programming provisions; student body composition; program contact information, including providing street addresses and phone numbers; emergency contacts, procedures, and policies; and graphic and photo presentations.

Is it appropriate to email campus email lists?

Programs should access campus email only in consultation with the education abroad office, designated faculty member, or other appropriate office. Direct response to student inquiry is appropriate, but should refer students to home institution processes and offices.

What is the appropriate level of follow-up?

Appropriate follow-up should be at the discretion of the program, however, contact should be immediately discontinued with any student, staff member, or faculty member who requests termination of communication.

Marketing and Recruitment: Tables, Display, and Promotion

How should programs discuss their own/other programs while participating in fairs or tabling?

Programs should limit discussion to their own programs and avoid discussing programs that may be considered competitors as much as possible. Methods of marketing and recruitment that include ambiguous comparative charts or references are discouraged. Programs should also, to the best of their ability, be aware of and respect campus decisions regarding specific sites that may not be approved within broader offering.

Staffing

Programs are ultimately responsible for the representation of their programs and the behavior of anyone involved in promotional or recruiting activities. Guidelines for exhibitors at campus study abroad fairs are recommended for providers planning to attend a fair.

“Postering” on the College Campus

How do education abroad professionals handle programs which place posters on campus when the program is not an approved program on the college campus?

Education abroad or other designated offices should contact program providers directly with concerns about inappropriate postering and request their campus be excluded from postering projects.

How do programs ‘poster’ in an efficient manner while respecting the Home Institution’s policies on approved programs?

Program Providers should maintain accurate information on campus policies and work with outside postering services to respect these policies. This is ultimately the responsibility of the program provider regardless of whether or not they outsource the postering.

Web and Print References to U.S. Institutions

Can programs list U.S. institutions by name in print or on the Web?

It is recommended that programs only do so in cooperation with or with the approval of the institution being listed, particularly if the context suggests an affiliation or endorsement of the program. Institutions being listed without permission should contact the program and request removal.

Can programs link to U.S. institutional Web sites?

It is again recommended that programs do so only in cooperation or with the approval of the institution being linked to. Institutions being linked without permission should contact the program and request the link be removed.