Words + Ideas f or Higher Educ at ion
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what makes us different?
We love print and digital
We have years of experience Our knowledge and experience spans from international marketing and recruitment to strategy and partnerships in higher education. This work has given us a great vantage point to see how quickly our field is changing – and how institutions can take full advantage of new opportunities! This unique position at the intersection of international education and higher education marketing is supported by our carefully cultivated list of equally experienced partner companies and experts.
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We specialize in working with GlobAl HIGHEr EDuCAtIoN
We love working in this sector and are used to the multiple stakeholders and shifting timelines that are so common in higher ed. You can rest assured that your situation will neither confuse nor surprise us. The increasing globalization of higher education creates specific challenges for institutions where English isn’t the native language, and we have developed particular expertise in this area.
We believe that your website is the most important tool you have to communicate with people abroad – and we spend a lot of time analyzing and helping to optimize them. This doesn’t mean that we don’t work on a whole lot of printed materials. It’s just that we also think about how you’ll use them to get your audience online. We’ll help you create the smallest, lightest print materials possible – no need to spend extra money on printing or shipping. Your prospective students (and the environment) will thank you.
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we are problem solvers We work collaboratively with our clients to optimize their international activities. Even if you aren’t quite sure what you need, we’ve developed great processes to be able to quickly understand your particular challenges and institution – as well as how we might be able to help. Drawing on our expertise in both international ed and higher ed marketing, we can make recommendations that are 100% pragmatic and tailored to your unique situation. We approach every situation with fresh eyes and an open mind – and always try to make the most of your budget and time.
WE FIt INto your WorKFloW
We think each of the steps below is an equally important part of creating print or online materials. We can take on just one piece of the process or accompany you on the entire journey.
measure & optimize
Audit
Distribution plan
Analyze / research
Write / Edit / translate
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services
training
marketing
research
Because we are strong believers in giving institutions the skills to do this work themselves, we do a lot of training.
We can help you identify what will most impress international audiences about your institution or program and pick out the right channels to get those messages across. Our external perspective can help you see your institution (and your existing processes and marketing efforts) through new eyes – and our experience in the field allows us to draw on best practices from around the world.
Most of our work involves some degree of research – but we also do specialized research projects when some deeper digging is needed to solve a problem.
We can come to your campus to deliver customized training, or we can develop interactive webinars that address your particular training needs. Topics range from engaging key faculty in internationalization to helping program directors get a better grasp of higher ed marketing. We also serve as trainers for major international ed organizations.
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We always consider your unique situation in order to fi nd creative and realistic solutions that will make the biggest possible impact.
Projects range from surveying international students to investigating particular markets to benchmarking. We can produce reports for your internal purposes or develop custom white papers tailored to specific audiences. We publish on topics related to international education and higher ed marketing with organizations such as DAAD, EAIE, IIE, and others.
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Writing, editing, and translation
Many of our projects involve some combination of writing, editing, translation, and marketing strategy. We can analyze and edit what’s already on your site or in your brochure – or we can adapt and rewrite it according to the goals we help you defi ne. We are experts in writing for non-native English speakers, can cover both British and American English, and know how to make higher ed terminology marketing friendly. We also work with a worldclass translation partner to cover any language pairing.
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sample editorial projects for international outreach • Web content or print
materials for: • degree or study abroad
programs • academic departments • whole universities • cities or regions • Email templates for
prospective students • online or print ads • Presentations • Accreditation or
grant proposals • Alumni or other
newsletters • Glossaries and style guides • Publications
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most CommoN rEQuEsts… You’re not alone! Many of our clients face issues similar to yours. We try to tackle every challenge with a mix of pragmatism and creativity. We live in the real world, too, and want to be sure that whatever we do has real and sustainable results.
We aren’t getting enough international students for our program.
The fi rst step we would take here is to identify where problems might be found in each stage of the enrollment process – from not getting enough applications to losing admitted students before they enroll. We would review your program for any potential obstacles for international students that could be removed or minimized. We often reach out to students who were admitted to fi nd out why they did (or didn’t!) choose your program. We would then look at the marketing itself to see where you can optimize your website, brochures, and overall enrollment processes. This can span from how you talk to international partners about the program to the emails you send to prospective students to your current mix of markets and channels.
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The International Education Academy [webinars.brenn-white.com] is our tool to reach the masses – and to create custom webinars for our clients. We can also help you deliver your own webinars to prospective students, partner institutions, and other important audiences via this platform.
I need some extra training to do my job better – and so do other people at my institution!
Nearly everyone can benefit from a little professional development that is truly tailored to the international education context. We launched the International Education Academy to give you access to experts from around the world from the comfort of your desk. All of our webinars are recorded so you can watch them whenever you want. We can also design custom training for you and your colleagues using any mixture of online and on-campus formats. The topics we cover are quite diverse, including optimizing websites for international audiences, engaging faculty in internationalization, and measuring and improving recruitment results, to name just a few.
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We hate our brochures – help!
We would start by helping you refi ne your goals and target audiences. We’d help you fi gure out what (if any!) print materials you truly need and how they connect to the rest of your enrollment efforts. Next, we would work with you to determine the key messages, tone, and (sometimes) design. We would then write new text or edit your current copy, make revisions based on your feedback, and design a fi nished product. We are used to making the most of a corporate identity and are happy to work with your existing design team. We will make sure that the end product is useful and engaging, and has a clear call to action.
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About us The Brenn-White Group is an experienced team of creative and pragmatic problem solvers. We work with all sorts of higher education institutions around the world to help them reach their international goals by providing marketing, editorial, translation, and strategy services. Our clients include universities, colleges, consortia, government agencies, companies, and non-profits.
In a recent survey of our clients, the words that came up most often to describe us were:
Approachable
friendly
q u ic k
innovative
sm a r t
pr of es si on a l
re lia bl e
it’s a Pleasure to meet you! We’d love to talk more about how we might be able to help you. Hope to hear from you soon. info@brenn-white.com +1 347 894 5050 155 Water Street Brooklyn, NY 11201 USA
www.brenn-white.com
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