Resources for Educators who are recruiting and enrolling students from China in the USA.
Published On: Mon, Dec 7th, 2015

Recap NAFSA Regional Presentation: China Branding and Brand Protection (No/Low Ranked Campuses)

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Branding is still a relatively new concept in countries like China where copying designer goods, knock offs, fakes are part of the consumer fabric. US admissions recruiting is a well-oiled machine but when dealing with international recruiting, the rules change by country. In China, there is censorship but also lack of understanding the complex US education system. No US campus is a like and depending on an agent to differentiate can be frustrating.

Partner with your agents but make sure you invite to visit campus. The relationship building is key for them to understand your campus and recruiting goals. This is especially important if you do not have someone who speaks Chinese on your staff and as part of your internationalization team. Remember to respond to them in a timely manner. They are 12-15 hours ahead and so that time difference can be quite a delay. If they do not understand something and need clarification, you should put it in writing or schedule weekly updates with your agents (it all depends on your staffing, time and resources). Make it a win-win situation for both sides. Do not assume anything as often times I notice admissions pages in English and even need clarification (forget about a non-native English viewer). Do not leave it up to them to interpret but do ask them what messaging works in ChinaUS Int'l recruiting 2015-12-07 at 10.29.52 AM.

You can always secure your own branding in China by doing events, hiring alumni or students on OPT/CPT to share their experience or look into PR. To do so, you will need to partner with someone in country.

If you have any questions or like to see how UCC can help you in China, please email

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