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Case Study: International Admissions

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Client:
International Admissions

The Challenge:
Promote the UC Riverside international student experience around the world to prospective students, parents and counselors.

Background:
As part of UCR's Strategic Plan released in 2010, the University was challenged to increase the percentage of international undergraduates from less than one percent to a goal of 6-10 percent by 2020. Greater emphasis has been placed on marketing to prospective international students in countries such as India, China and Japan.

Branding and visual identity:
To help international counselors "tell the story" of UC Riverside, we tried to design print materials that were lightweight and could easily be transported overseas. For brochures, we chose a mixture of photos and student testimonials to highlight our world-renowned academics, prominent researchers and vibrant campus culture. Rankings, student life and admissions requirements were highlighted in print and online. Visuals reinforced the vibrancy of Southern California and UCR's central location to many popular destinations.

Online marketing:
The creation of a website was identified as a top priority as part of the Strategic Recruitment plan. Officially launched February 1, 2014, international.ucr.edu allows us to reach out to anyone anywhere in the world with more than a dozen web pages devoted to country-specific admissions requirements, customized "audience" pages, and a feature that allows visitors to reserve online Skype appointments. Virtual Campus Tours also allow prospective students to tour campus labs, classrooms and residence halls in 360-degree, high-definition photography.

Collateral:
Print communication includes the International Brochure given at all recruitment fairs and visits to international prospective students; and an International Profile Brochure, which reaches 5,000 students in China and India during Fall and Spring recruitments. Unique URL's printed in each piece provide the ability to track actions via Google Analytics.

International.ucr.edu features downloadable PDF checklists with admissions requirements for International Freshman and Transfer students. Translatable into more than 60 languages, the site also features more than a half-dozen video testimonials from international UCR students and links to international social networking sites including customized UCR home pages on Renren, Weibo and Sina.
Client Testimonial:

"First impressions are an important part of the recruitment and admissions process. From our web presence, to our digital and print collateral, the SAMC team is instrumental in helping us share the story of UCR — a welcoming, prestigious, and internationally renowned university."

Allisa Miller, Assistant Director,
International Recruitment & Evaluation
Last Modified: 9/25/17