Another year, another budget cut – sound familiar?

Priority markets bring leads, but at the cost of diversity – a feeling that hits home? Policy changes without any help to universities – same old story?

And finally, keeping a tab on the cultural, economic, and political pulse of 195 countries proves impossible…

Nothing new here too?

You’ll be surprised to know how many recruitment officers share your pain. See, that’s where someone like us comes in. You know the type - the ones with a niche understanding, keeping their fingers on the pulse of countries near and far. Plus, we come in handy for those who need to expand their understanding of their diverse student (or potential student) body.

No matter the size of your institution - you may need more tailored marketing support than you think.

In this edition of (Ed)vertise, we’re taking a closer look at markets that show great promise, backed by data from credible sources such as HESA, UCAS, Keystone, and IDP.

Here’s what you can expect:

🗞️ News: Student recruitment data from your go-to markets

✉️ Spotlight: Which markets should you be looking at and why?

Up for a chat?

<a href="mailto:jayde@pink-orange.co.uk?subject=Let’s chat" class="finsweet-edvertise-cta" target=“_blank”>Talk to me</a>

‍

Nearly half (almost 50%) of all sponsored study visas issued in the UK for 2023 went to Indian and Chinese students!

But if you've been following along, some intriguing shifts are happening beneath the surface…

China appears promising, with projections indicating continued growth in outbound students. However, for India, the picture is constantly evolving. IDP's recent survey suggests a potential shift in student preferences, with some now considering remaining in India for higher education or exploring alternatives like the US and Australia.

Nigeria presents another interesting case. While it's a strong market for UK universities, the recent devaluation of the Naira  (August 2023) and the overall economic climate pose potential challenges for student recruitment efforts.

💡 With new immigration policies in mind, it’s important to look at our other markets and diversify student recruitment efforts.

<a href="https://www.pink-orange.co.uk/blog/why-reliance-on-the-same-international-markets-isnt-working-for-universities-in-2024" class="finsweet-edvertise-cta" target=“_blank”>Read our blog</a>

‍

‍

Let’s hone in on the next two years. India stands to grow with a phenomenal 222% growth rate. But not quite alone. Students from Nigeria, China, the US, and Zimbabwe will also see growth in double and triple digits. Universities focused on diverse classrooms should look into enrollments from Zimbabwe as zeroing in on one or two source markets could mean classes lack diverse perspectives.

‍

What about the next 5 years? India takes center stage with a growth rate of 131%, followed by China at 128%, and Turkey continuing its strong performance at 91%! This reinforces the importance of these established markets but also highlights the sustained rise of Turkey as a key source of international students. 

Speaking of not-so-established markets – the UAE has entered the chat. With an 89% growth rate in the next 5 years, student interest to study abroad in the UAE is at an all-time high. UK universities are also a top destination for these students.

‍

Looking at the 10-year horizon, who knew the UAE was poised for such growth by 2034? China is nowhere to be seen in this picture (bring it up with UCAS, not us!). With a staggering 247% growth in undergraduate enrollment, the UAE will be one of the biggest sender markets, leaving the likes of India behind. 

Followed closely by Turkey at 233% and South Africa at a remarkable 229%, the growth of these markets paints a positive picture for UK universities and their student marketing efforts. 

However, universities shouldn’t underestimate markets such as Egypt, for example, which could potentially send hundreds of students to the UK in no time.
‍

<a href="https://www.pink-orange.co.uk/international-student-recruitment-insights" class="finsweet-edvertise-cta" target=“_blank”>Get more international student recruitment insights</a>

‍

What should you focus on? 

Where there’s a will, there’s a data point! Here are the emerging markets that show great promise:

• Saudi Arabia has exhibited a 500% increase in outbound students since 2016: This is due to national transformation plans, scholarship funds, and a political push towards creating a strong workforce. Indonesia has experienced a remarkable 191% growth since 2011, although the momentum has since followed a downward trend.

• Demand from Vietnam has not shown the same level of consistency, exhibiting fluctuations over the past decade, despite a 20% uptick in 2020

• Nigeria positions itself within the top ten markets for a five-year demand increase (+1.7k students, +102%). Pakistan also joins this group with a 59% increase (+1.1k students).

Examining the past two years reveals the emergence of some new, promising markets. Hong Kong (+1.3k students, +23%) and Ireland (+1.2k students, +29%) have both witnessed significant growth since 2019.

The United States presents an unexpected development.  With a surprising 53% increase (+2.7k students) in just the last year, it boasts the second-highest one-year proportional increase, following only Nigeria.Here’s what we think: Look at current applicant data to spot market upticks. Keep a close eye on emerging markets specific to your university programs. And finally, use these economic, social, cultural, and political indicators to develop a marketing strategy that truly works for your institution. 

Want some help? 

Cultural nuances, communication preferences (including language barriers), and economic factors can significantly influence a student’s decision-making! The Pink Print© is a detailed marketing research and strategy document that can help you navigate these complexities. 
This comprehensive resource offers tailored strategies, research-backed insights, and a roadmap to reaching new markets. 

<a href="https://www.pink-orange.co.uk/ad-account-audit" class="finsweet-edvertise-cta" target=“_blank”>Request an audit</a>

‍

See what a difference it can make!

‍

Aaaand that’s a wrap! 

Let us know how we did by leaving us a message on

<div class="social-media-link-container">
   <a href="https://www.instagram.com/pinkorangemedia?_hsenc=p2ANqtz-9xKWDZCcGNXoOF_9X7ngOZOzMKrrfMvXDXPCQIbId0zFYOQKKC_B825dCRkZnLevTHB5QEFIevbaDgVbo3tXWodWz-hA&_hsmi=2" target="_blank">
       <img src="https://cdn.prod.website-files.com/63f8bb49caf3ae64d2c26508/66f259c42188a2962beb9ec4_pink%20orange%20instagram%20social%20media%20icon.png" alt="Instagram Icon" class="social-media-icon">
   </a>
   <a href="https://www.linkedin.com/company/12614860/?_hsenc=p2ANqtz--fDLQUbdVMJlGuB09COqZISG2tZsBcsBBILW8pg0TOYrgsq1ZOrU7N3G29_8SXXeMsai2rJN6pT5O_66dbPwmHbKnuLA&_hsmi=2" target="_blank">
       <img src="https://cdn.prod.website-files.com/63f8bb49caf3ae64d2c26508/66f259c40629b62fa3a68666_pink%20orange%20social%20media%20Linkedin%20icon.png" alt="LinkedIn Icon" class="social-media-icon">
   </a>
</div>

‍

Until next time, 

Your friends in marketing

Jayde & Ridhima