Adjusting Your Digital Marketing Strategy for International Student Recruitment

Richard Nosek

Higher education is at a tipping point—and so is the way we recruit international students.

With shifting demographics, geopolitical turbulence, and rising digital expectations from Gen Z, institutions need to overhaul their approach to international student recruitment. The same old strategies won't cut it. A website refresh alone won’t fix the funnel. What’s needed is a sharp, student-centric digital marketing strategy that resonates across cultures, channels, and continents.

To help unpack how institutions can evolve, we turned to Chris Gray, Senior Portfolio Director at ImageX. Having recently facilitated a higher ed marketing roundtable and attended multiple education-focused symposiums, Chris brings a front-row view of the challenges—and opportunities—facing institutions today.

Why Your International Student Recruitment Strategy Needs an Overhaul

From visa caps to enrollment cliffs, the playing field has changed. Drastically.

Canada saw a 29% increase in international enrollment in 2023—but that was before a 35% cap on new study permits hit in 2024.
The U.S. is rebounding from the pandemic, with over a million international students—but it’s also staring down the “enrollment cliff” as the college-age population declines.
Globally, student expectations have shifted. Affordability anxiety is real. ROI is questioned. Gen Z wants authenticity, personalization, and frictionless digital experiences.

“Most institutions know there’s a storm coming—but very few are steering with an actionable plan. The most forward-thinking ones are already retooling their digital approach to compete globally, not just locally.” — Chris Gray, Senior Portfolio Director at ImageX

Gen Z International Students Expect More—And They Should

Today’s students aren’t just digital natives. They’re experienced connoisseurs.

They expect:

Personalized outreach based on their interests and application stage
Seamless mobile experiences with intuitive navigation
Inclusive messaging and representation
Content in their own language—both culturally and literally

Translation: your one-size-fits-all recruitment strategy is not just outdated—it’s a liability.

Forward-thinking institutions are already ahead of the curve. Biola University launched multilingual microsites and geo-targeted campaigns to slash cost-per-application while boosting engagement. The University of Montana takes it further with hyper-personalization—dynamically tailoring web content, emails, and SMS based on student interests, location, and application stage. And at UC Irvine, AI chatbots answer prospective international student questions around the clock, meeting applicants wherever they are online.

Think Global, Personalize Local: The Art of Digital Localization

Balancing global brand consistency with local relevance is no small feat—but it’s essential.

Localized content (language, currency, cultural cues) builds trust.
Geo-targeted campaigns boost efficiency.
Localized SEO ensures students in Vietnam or Nigeria can find your programs as easily as those in Vancouver.

The goal? Create content that feels like it was written just for them—without breaking your CMS.

“Localization isn’t just translation,” says Chris. “It’s about cultural relevance, usability, and building real connection.”

Personalization That Performs (Yes, Even at Scale)

Let’s be honest: students don’t want another generic “Apply Now” email.

They want an experience that adapts to them. And thanks to CRM platforms like Slate and Salesforce—and flexible CMSs like Drupal—it’s never been easier to deliver it.

Institutions are already seeing massive ROI:

Ithaca College used CRM-linked dynamic web content to personalize homepage experiences, boosting yield.
Ferris State University saw a 2,798% increase in inquiry clicks using stage-based personalization.
University of Montana launched a custom admissions microsite that adapts based on user behavior.

These aren’t edge cases—they’re blueprints.

Build Journeys, Not Just Pages: UX That Converts

Your website isn’t just a brochure. It’s your first (and sometimes only) impression.

An effective healthcare website helps patients feel seen and supported. A great education site does the same—especially for international students navigating a complex application process.

Good UX in international student recruitment looks like:

Clear navigation and mobile-first design
Multilingual toggle options and translated content
Behavior-driven CTAs that feel timely and relevant
Accessibility features that go beyond the bare minimum

Because when the journey feels tailored, the decision becomes easier.

Platform Matters: Why Drupal Powers Global Recruitment

Let’s talk tech.

International student recruitment isn’t just about creative campaigns. It’s about having a digital infrastructure that can scale, flex, and localize without limits.

Enter: Drupal.

Multilingual support out of the box
Granular user permissions to manage global teams and contributors
Centralized multisite management to manage multiple department or faculty websites from a single platform, ensuring brand consistency while supporting unique requirements
Dynamic content blocks and microsites for localized campaigns
Integration with CRMs and analytics tools for full-funnel tracking

Drupal powers some of the world’s leading education websites—and for good reason. It’s open source, secure, and built for complexity.

Meet Students Where They Scroll: Integrated Digital Channels

Gone are the days of relying solely on organic traffic. Students are everywhere—and so should your strategy be.

Social media (Instagram, TikTok, YouTube) for awareness
SEO/SEM for search visibility
Email and SMS for conversion
Messaging apps for real-time support

Smart schools are running multichannel campaigns that guide students through the funnel—from first click to final decision. Every touchpoint matters.

Pro tip: tailor your messaging and calls-to-action by market. What resonates in Brazil may flop in Bangladesh.

Accessibility & Inclusivity: Non-Negotiables in 2025

A beautiful website that isn’t accessible... isn’t usable. And that’s a problem—especially for international audiences.

Accessibility is more than alt text and keyboard navigation (though yes, you need both). It’s about creating a truly inclusive digital space:

Represent diverse student voices and imagery
Ensure compatibility with assistive tech
Write in plain language and offer multilingual support

As Chris said at a recent session: “Accessibility isn’t a checkbox. It’s a commitment to every student, everywhere.” For more on how to make your website accessible, here’s a good read!

Measure, Learn, Repeat: Make Your Strategy Smarter Over Time

Digital marketing isn’t a one-and-done game—it’s an ongoing feedback loop.

The most successful institutions are:

Tracking behavior across channels (web, email, ads, chat)
Tying metrics to outcomes (e.g., visa approvals, enrollment yield)
Using data to iterate on messaging, UX, and campaign timing

Set KPIs that matter—like application start-to-submit rates or international student conversion by country—and adjust accordingly.

What Now? A Few Steps Forward

The future of international student recruitment is already knocking. And while many institutions are still in wait-and-see mode, the smart ones are asking:

How can we become digitally irresistible to global students?
What tools and tactics will help us stand out—consistently?
How do we personalize, localize, and humanize the entire student journey?

Our advice? Start small, move fast, and build with intention. As Chris puts it:

“Waiting for the dust to settle means you’re already behind. The institutions that act now? They’re the ones students will remember—and choose—when the time comes.”

Need a Hand Refining your Digital Marketing Strategy for Higher Education?

We work with institutions just like yours to craft personalized, future-ready experiences that resonate across borders. [Get in touch] to start building something smarter.

Contributors