Responding to international recruitment challenges: how Study Group supports university partners with tailored recruitment and marketing solutions
As highlighted in our recent analysis of the 2024 Open Doors Report, the U.S. saw a 7% increase in international student enrollments in 2023/2024 compared to the previous year. Most of this growth was seen in students completing Optional Practical Training (OPT) for work experience related to their degrees. This number reached 242,782 students, an increase of 22%.
Other recent data shows that universities are enjoying the fastest surge in U.S. international student enrollment in over 40 years*—a positive trend that universities can leverage in order to expand their global presence and diversity.
However, in order to harness this opportunity, universities need to act quickly, leverage data, and collaborate strategically to stay competitive, with the challenges they face including:
- Supporting visa application preparation and processes
- Competing for a finite pool of international students
- Meeting increasingly complex student expectations for authentic, personalized experiences
In response to these challenges for the 2025 recruitment cycle, Study Group developed a comprehensive strategy to support our North American university partners, and we took a methodical approach that goes beyond traditional marketing.
Our team produced 428 marketing assets—a 250% increase from the previous year. Each asset was meticulously designed to address specific recruitment challenges:
- 140 social media graphics targeting both broad and subject-specific audiences
- 76 proposition-based, visually compelling flyers and postcards
- 18 brochures that communicate key selling points across both the partner brand story and for subject interest
- 51 student testimonial videos and 60 faculty videos focused on authentic storytelling
Adapting to changing student expectations
As the recruitment landscape shifts, universities need to stay ahead of evolving student expectations. Increasingly, prospective students expect not just academic excellence but authenticity and a personal connection with the campus experience. Study Group responded to this by prioritizing student and faculty testimonials, knowing that these authentic voices are critical for building trust and engagement.
By incorporating real student experiences through video testimonials, we ensured that our partners could humanize their message—offering a clear view of life at the institution. These assets became a key part of their recruitment campaigns, effectively responding to students' demand for more genuine, relatable content.
What does this mean for our partners?
In a world where the recruitment landscape is constantly shifting, Study Group is committed to responding to the evolving needs of university partners with flexible, data-driven solutions. By providing targeted, high-quality assets and leveraging insightful data, we enable our partners to stay ahead of the curve in attracting and retaining international students.
Our tailored approach leverages universities’ strengths to increase brand awareness in new international markets, effectively allocate resources, and connect with the right students earlier in the process, all while easing the burden on internal teams. This strategy is designed to set the stage for increased enrollment, enhanced student engagement, and better student retention in for 2025 and beyond.
A collaborative path forward
Study Group collaborates closely with our university partners to deliver innovative, effective ways of engaging prospective international students. Our holistic recruitment solutions span the entire student journey, with marketing initiatives like these as just one part of the approach. We help expand global brand awareness, enhance diversity, and strengthen your institution's reputation. From initial enquiry to pre-arrival, we support every step of the recruitment process across multiple channels. Our dedicated global team of over 500 admissions, marketing and recruitment staff, along with a network of 4,000 trusted agents, ensure seamless integration with your university’s admissions processes. To support a smooth partnership, we also provide comprehensive pre-launch planning and ongoing progress meetings, delivering 'Admit Ready' applications that align seamlessly with your university's systems.
With Study Group’s support, partners gain access to a network that reaches a global audience—you gain a strategic partner who understands your unique challenges and provides the tools to meet them. Whether it's increasing visibility in competitive markets or supporting international students through the enrollment process, our approach means that universities are well-positioned to thrive in a rapidly changing environment.
By prioritizing personalized support and data-informed strategies, we help our partners unlock new opportunities, improve their global presence, and empower long-term success in international recruitment.
Study Group’s targeted, flexible solutions can transform a university’s international recruitment strategy. Contact us today to learn more about our approach.