candidates Online Marketing & Candidate Administration NAFSA 2008 Annual Conference Nunzio Quacquarelli, Managing Director, QS 28 May 2008

11. International English? Source: Mind Your Manners by John Mole, 1998 “ Invaluable political and psychological profiles of each nationality” - Business Week “ International” meaning Possible confusion Example delay period of lateness F: period of time a three week delay qualified partial, conditional F: total a qualified success quite very UK: not very he’s quite reliable table put on the agenda US: take off agenda table a proposal hear hear UK: disagree I hear what you say

14. Media balance Campus sessions Traditional tools Innovative tools Institutional voice Print media (Brochures, flyers, posters…) Websites Press ads e-PR (online press) Online ads (search advertising, banners…) Blogs, Chats, Forums, Wikis, Podcasts… Corporate blogs, chats, forums, podcasts… PR (mags, newspapers…) Fairs Rankings, guides, (FT, QS, BW…) Testimonies Other sites Different voices School site Web tools (personal rankings, virtualisation…)

27. Online applications Research suggests that responsiveness is the single most important factor in choice of school Number of applications Time to respond to enquiries

30. TopApply client feedback “ Thank you QS. I really appreciate the ease with which the system can be modified to meet our needs and your willingness, without hesitation, to provide prompt service.” Cheryl Millington, Director of Marketing and Admissions, Joseph L. Rotman School of Management, University of Toronto “ Having TopApply really helps. We can immediately see the effect of our marketing on our enquiries and applications and we can ensure we follow up with the right people.” Oliver Matthews, MBA Marketing Manager, University of St. Gallen “ TopApply has not only solved an admissions problem but has also helped me to achieve HR, management and several marketing objectives. We achieved an ROI on TopApply in just over two months.” Kris Leroy, Marketing and Admissions Manager, Grenoble Graduate School of Business

31. TopApply client feedback “ TopApply makes it possible to manage our prospect information in a more timely and coordinated manner.” Fernando Mora, Marketing Director, Hult International Business School “ TopApply was instrumental in helping us reform our admissions procedure with five distinct orientations and separate admissions committees.” Michael Haliassos, Deputy Dean for International Relations, Goethe University Frankfurt “ At ESCP-EAP we have been using TopApply for just one year and we have already seen a big increase in applications from international students which is having a major impact on the diversity in our classes.” Rachel Maguer, MBA Marketing Manager, ESCP-EAP

38. Meeting the challenges at Sciences Po Focus on international candidates Customisable reports to view breakdown of current applicants and enable marketing efforts to be adapted accordingly

46. Nunzio Quacquarelli [email_address] Thank You Please complete a feedback form