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07.03.06 Breaking new ground in international education marketing It was a tough brief, but the potential was clear: '...create a brand for global consumption, representing a complex and unfolding business structure, associated with some of the UK's most powerful academic institutions. In fact, implement the visual basis for a global marketing exercise. And by the way, we have already identified potential key associations, international markets and operating partnerships, so how soon can we have something?' INTO is a new initiative to provide new, dedicated 'on campus' facilities for international students seeking English language and university preparation studies in the UK. This is ground-breaking proposition is based upon Joint Ventures with universities - enabling them to increase their share in the buoyant and growing international education market. One of the reasons why the new organisation's senior management team approached Day1 was that we new this market well, having developed and implemented a marketing and communications programme for Study Group, one of the market leaders in the field, working with them through their development from a small Sussex-based organisation to one of the world's most successful international education providers with centres around the world. "We're pleased to have Day1 working with us on strategic planning and implementing our communications from branding right through to our printed material and online marketing. Their support has been significant to the launch of this complex business proposition." John Sykes, Financial Director. One of the unique aspects of this scheme is that every JV project is specific to the host university and in essence, needs to be marketed in alignment with the institution's own brand, livery and house style – we've created a partner brand and implementation method that will support the partner university's brand in their international marketing activities. So that's how the INTO brand came about. The first new centre is being built in the grounds of the University of East Anglia's campus and the first INTO academic course prospectus, designed in UEA's livery, has been delivered to a team of international agents who are already successfully recruiting students. "It's always interesting to work from the ground up on a completely new initiative," comments Andy Uren, Day1 partner. "It also helps that the team who have been working on the INTO visual communications package have plenty of relevant knowledge of the markets." The INTO concept is set to take the international education market by storm. Universities receive a dedicated building and a sales resource overseas in their markets. The INTO proposition includes the management of the centres in association with the universities' own teams. ...and for the student who wants to come to the UK for higher education, the proposition is real university education from the moment they arrive in the UK – no need to consider smaller , private EFL and foundation schools, INTO Centres are integrated into the university community. How cool is that?
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