Rebuilding international student acquisition

The challenge

Omeida had a strong reputation and excellent academic outcomes, but its marketing relied on an outdated website and inconsistent acquisition channels. Recruiting international students means building trust across borders, languages and time zones, and the website, which was most prospects' first impression, wasn't doing that job.

There was also no unified strategy. Some channels worked and others didn't, and without better data there was no way to tell which.

The approach

I focused on three projects that supported each other:

• Rebuild the website around the journey from awareness to enrollment.
• Diversify acquisition with influencer partnerships and content for international audiences.
• Build data infrastructure that turned weekly numbers into weekly decisions.

Execution

Strategy and market reach

• Created a marketing strategy that expanded reach inside and outside China.
• Increased brand visibility and engagement across international segments.

Website redesign and rebuild

• Led the full redesign and development of a new, optimized website.
• Built clearer paths from first visit to enrollment.

Influencer marketing

• Partnered with creators to reach international demographics.
• Built credibility through authentic third-party voices.

Analytics and reporting

• Used traffic analysis to guide marketing and make real-time adjustments.
• Delivered weekly and monthly reports with actionable insights.

Team and collaboration

• Led a diverse team of full-time staff, interns and volunteers.
• Worked with sales to streamline the end-to-end customer journey.

“When you're marketing across borders, your website isn't a brochure. It's the entire trust-building experience compressed into thirty seconds.”

Results

• Brand visibility expanded significantly across international markets.
• A complete website rebuild delivered a smoother prospect experience.
• Weekly reporting turned marketing data into faster decisions.

Tools used