Marketing & branding
Marketing is a set of activities aimed at producing and communicating offerings that carry value for customers.
Branding is a set of perceptions and values attributed to a product or service (studies in Israel in our case) that lead customers to pay a premium.
Internationalization has turned to be one of the salient characteristics of the global higher education (HE) market. As of today Israel is merely a small player in this market, even though Israel has numerous advantages, among them its "Startup Nation" reputation of entrepreneurship and innovation, high-quality HE system, unique tourist sites, multicultural and vivid culture and advanced services to name a few.
Have a look at the new STUDY IN ISRAEL website: http://studyinisrael.che.org.il/
On the other hand we need to overcome certain barriers: an unstable geopolitical situation, a limited offering of study programs in English, expensive living costs, and above all the perception that Israel is not a natural target for international students.
Deep understanding of the characteristics and profile of your potential incoming student is crucial for attracting bright students to Israel. Think about the academic profile (undergraduate, graduate, doctorate and post-doc), the cultural background and characteristics and more generally where your future students come from (country, language and socio-economic background).
In terms of marketing, launching international study programs is analogous to setting up a manufacturing plant. This enterprise is doomed to failure if it doesn't know the value of its products for potential customers, how to reach them and how to make them come to Israel.
Develop your marketing and branding strategy and activities:
Marketing focuses on identifying potential target audiences and reaching them through various media channels, especially digital ones. Marketing should provide answers to:
WHO? Who is your target audience?
WHAT? What are they going to study?
Branding Israel as the preferred destination for potential candidates in the crowded global HE market is our most critical challenge. Branding should support the most important question:
"Why choose to study in Israel out of all other destinations?”