In the latest episode of the Education Marketing Leader podcast, we spoke with Sandra Sergio Sotto, International Student Recruiter for the Swiss School of Management's Madrid campus.

Here are key takeaways for higher education marketers:

Highlight Affordability: Emphasize the cost-effectiveness of your institution’s location. Madrid offers lower living costs and tuition compared to Australia, Canada, and the UK, making it an attractive option for students.

Enhance Customer Experience: Improve student interactions through educational agents in their home countries. Offer flexible learning options, like Madrid’s nomad visa, allowing students to work and study simultaneously.

Leverage Regional Demand: Target regions with high demand for international education, such as India, Pakistan, Bangladesh, and African countries. Ensure favorable migration policies to attract these students.

Use Current Students as Ambassadors: Connect prospective students with current students or alumni from their country for firsthand insights and a sense of inclusion. Highlight student testimonials and experiences on your platforms.

Showcase Unique Selling Points: Promote your location’s cultural, social, and historical aspects. Madrid’s safety, cultural experiences, and lifestyle are major draws. Emphasize international accreditations and small class sizes for personalized attention.

Address Common Concerns: Be transparent about visa processes, accommodation options, and other logistics. Partner with local immigration lawyers and housing providers to offer reliable support.

Effective Marketing Channels: Utilize social media platforms like Facebook, Instagram, LinkedIn, and YouTube. Engage directly with prospective students on student forums and communities.

Personalized Communication: Personalize email campaigns and follow-ups to build relationships with prospective students. Maintain regular, meaningful communication to keep them engaged and informed.

Sandra’s approach focuses on transparency, personalized communication, and leveraging local partnerships to build trust and attract international students.

Implementing these strategies can enhance your international recruitment efforts.

“We always highlight that Madrid is one of the safest cities in the world, and this assurance is crucial for both students and their parents,” Sandra shared.

Connect with Sandra and the Swiss School of Management:

• Website: madrid.ssm.swiss
• LinkedIn: Swiss School of Management
• Instagram: ssm.global and ssm.madrid
• Facebook: Swiss School of Management, Madrid

For more insights, listen to the full episode and connect with Sandra on LinkedIn.

Until next time. ✌️