Determine Your Target Audience

The better you understand your prospective student base, the easier it is to succeed in paid advertising. While it can be tempting to try and reach every possible applicant with your school’s ads, it is much more effective to target narrow, specific audiences. So, narrow in on exactly what you’re trying to accomplish and that’s where you’re gonna see success. 
 
Who is your audience? 

• Non-English-speaking students
• Undergraduates
• High schoolers for High School Completion
• Graduates
• Short-term program seekers 

What is the location and region? How much do you know about the location or region you’re targeting? 

• Research the culture — customs, values, beliefs
• Integrate your content with your targeted audience, making it relatable culturally
• Make sure your photos and videos are not offensive to your target audience

What location and region?

• Deciding on a location and region could become a total strategy session, so for now, look at your international student population currently at your institution. Do you want to diversify? 
• If you want to diversify, pick 5 countries you’d like to focus on and start intentionally marketing to students in those 5 countries. 
• If you would like to build on your current student population and prefer to stay in a specific region, ask some of your students from that region to create a video and then share that content with their friends back home. ​