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The University of Cambridge says it is reaching a more diverse range of students around the world thanks to social media platforms like Twitter, Facebook and Instagram.

The university has increased its number of Facebook followers by 400 percent in just a few months by promoting unusual videos, stories and photos of its research, its head of digital communications Barney Brown told Techworld.

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Transnational education seems to support wider access to higher education and clearer routes through to postgraduate study. Is this why it is flourishing against the general expectations for international recruitment?

Previous research carried out by the British Council and other organisations has predicted a slowdown in globally mobile students, due, in large part, to improvements in domestic higher education programs.

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Why do international students choose a certain university or school? Major factors are word-of-mouth and an institution’s prestige – influential especially for the many students who aren’t able to visit a campus before applying. These students tend to have more contact with schools with generous marketing budgets and so greater international reach and visibility.

But a new digital marketing technique is helping to level the competitive field with respect to international recruitment: the virtual campus tour. This ICEF Monitor article looks at the trend and how universities are using virtual campus tours to help convert prospective students into enrollees.

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Royal Roads University boldly abandoned its traditional print-media recruitment campaign recently and bet the near future on GoPro cameras, Google Glass and social media.

The Future View campaign, which ran during the Fall 2014 term, led prospective students on virtual tours of the school’s campus in Victoria, B.C. The campaign also dabbled in some time travel — showing student prospects their possible “future selves” after graduating from Royal Roads. And it attracted some media buzz in marketing and scholarly circles resulting in articles in Marketing Magazine and on Academica.com.

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I’m often surprised, when looking at university and business school websites and promotional materials, how if you scratch out the name of the institution, it can be difficult to know which one you are reading about.

Some have a strong identity and ethos that shines through. However, most of them say pretty much the same thing – or worse, try to sound like another competing institution. This is a big missed opportunity, often indicating a poorly defined strategy and resulting in a waste of marketing spend.

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To find the best students, you cannot wait for applicants to come to you. Be proactive in your graduate student recruitment. Information in this section is designed to help graduate program coordinators formulate an effective recruiting strategy.

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