Style tips for international audiences
Use clear, plain language
Avoid negatives
Avoid mini-word clusters (lots of very small words in close proximity - eg: The firms they compete with, supply, or buy from may not be just in New Zealand - but overseas as well.)
Avoid jargon
Think how Google Translate may deal with the text (eg, 'Foundation studies' - is that about building?)
Content for international audiences
- International brags - eg: global rankings (by area of study rather than whole university, as they come out better that way). But take care to not alienate domestic students (think about how it's worded).
- Significant academic staff (eg, amazing lecturer) - but don't state that the person will teach them - rather that he's a lecturer in that school/programme.
- Significant projects - big winning projects.
- Graduate employment and earnings - we can't provide that. Although it is on CareersNZ (at the present time, we don't link there).
Audience info
Prospective international students know nothing about Victoria.
Cultural difference - international students (particularly South-East Asians) tend to trust 'the authority' and what they say, while kiwis might question the truth of it (eg, via social media).
Many international audiences are prospective PG students. However, the (UG-focused) topic pages are relevant for them - because they are such a powerful funnel to PG options. Also, they help int students understand what the different disciplines are about (mean).
Prospective international students want to see programmes first (and cost per year) rather than courses. This is because they have their eye on what they want to achieve (the qualification). After they've found or even enrolled in their programme, then they may look at what they'll study. This is different from domestic, who ask very early on: "What will I study?"
When prospective int students are looking at programmes (and other info), they are comparing against competitors on quantitative metrics including cost, duration and entry requirements. They are also looking for the 'prestige' or 'esteem' of the university or programme - they have no definitive measure of this, but they know it when they see it.
Audience types:
Programme focused
Vast majority already at uni - or may be in a 'college' or freshman year (almost like a bridging year) - esp if from China. So they have 'university awareness'.
Destination focused
Have a general sense of their degree - will be looking at Masters. Want to understand what a discipline involves (eg, 'social sciences').
Agents (advise students where to go)
English is good.
Are dealing with hundreds of universities. LOVE to use online tools to find out things. VI encourages them to use the website with the client.
Marketing
International students less likely to respond to aspirations about personal dreams - they are more into getting to their goal and securing their future. Facts and information work better for them than emotional or personal statements.
We don't have 'reputation'. That's because the market is new every year.