HOW TO BE FOUND EARLY IN JAPANESE, CHINESE AND KOREAN

"North American schools, tourism establishments 
and destinations 
must be found early online.
Japan Advertisng Ltd's publisher sites 
(CanadaJournal.com and SchoolsUSA.net)
with their directories (MUST GO™ Directory
Directory of Canadian Schools and SchoolsUSA.net
can help reach prospects of Northeast Asian origin. 
The latter represent the most important source of 
international students and tourists to North America"

Tool for Canada to enroll Northeast Asian students

CDN SCHOOL DIRECTORY METRICS

The Study Abroad directory of Canadian schools recorded over two million page
views 
in 2017.
Over one hundred Canadian educational institutions were listed or booked a display banner, including
those offering enrollment in high school, college, university, language
and career programs.

They had a chance to be viewed by

506,000 surfers (over 42,000 monthly uniques on average).
This represents an 8.1% increase over previous year through the different versions of the Study Abroad Directory: 
  • 185,000 in Japanese (+4%)
  • 165,000 in Korean (+10%)
  • 156,000 in Chinese (+12%)
Canada Journal's predictive model generated:in 2017 an estimated 35,000 projected leads** from prospects that search using "Schools", "Canada" and "Enroll" in primary and long-tail keywords on the top seven search engines in Northeast Asian languages. Two thirds of this annual traffic goes on all the alphabetical directory listing pages (Rolodex) and on the individually hosted schools' Mini-Web (landing) Pages, with the rest going on the three Home Pages of the Study Abroad directory that reproduce the Canada Map respectively in Japanese, in Korean, in Simplified Chinese and in Traditional Chinese.

The School Directory can also be accessed high on the fold from the Homepage of Corea Best Magazine, a popular Korean language site for Korean students, residents and tourists traveling to North America. With over 25,000 unique monthly visitors navigating through its North American gateway site.

Japanese #1 visitors on Canada Journal Directories

While Japan is no longer among the top five source of international students coming to Canada, here is why Japanese student prospects are still the #1 source of unique visitors on Canada Journal Study Abroad Directory
  1. The official visit count are much
    higher than published: "New comprehensive data on the Japanese market suggests that total outbound numbers are roughly triple (the) official count (from Japan MEXT data) when language and secondary school enrolments are factored in".
  2. Canada Journal's current high readership, now only available online, has been sustained since distributed in '000s of copies each month at Canadian embassy and consulates across Japan.

Market Trends/Forecasts

In 2017, 35% of  int'l students in Canada came from China (28%), South Korean (5%) and Japan (2%). See map above. 

  • More than half of international students coming to Canada now plan to apply for permanent residence since Canada
    makes
     it possible to stay until the first year after completing their studies.
  • Particularly, Chinese students should continue as the biggest international revenue source for North American post-secondary institutions and high schools. 
  • Canada became in 2017 the #5 destination to study abroad among South Koreans (overtaking the UK). 

METRICS MODEL APPLIED TO JAPAN ADVERTISING LTD DIRECTORIES

The early predictive model generates unique visits* (or "unique users") and derives projected leads**.

  • This method provides the schools with an annual report meaningful in marketing to future international students early on their search online. Such forecast can drive performance by comparing it to the marketing goals of new international student intakes.
  • The strategy of anticipating future leads (as defined and applied into the Japan Advertising Ltd's model) looks at enrollment results including KPI through a broader definition of the lead generation funnel. Lead Attribution Models, Last-Click Measurement and Multi-Channel Funnels reporting through Search Analytics play less of a role here in predicting success (like driving conversions toward a school) when engaging with prospects traced digitally through a complex conversion path. Of course, this should not prevent the same schools to generate immediately retrievable leads at a more advanced stage of the buying process; that is when more targeted groups of prospects have already indicated a Desire and are now willing to take Action). That is in reference to the A.I.D.A. adoption process.

* Unique Visits: how they are tracked

Unique visits are tracked/reported as an actual aggregate from year to year of each of the over 400 pages of the North American school directories published by Japan Advertising Ltd in Japanese, and Chinese as well as in Korean through partner sites. Unique visits for each educational institution hosted are an estimate. Unique visits are totalled from all of the two and up to nine different alphabetical directory listing pages (Rolodex url) that a school can choose to be listed plus from its individually hosted Mini-Web (landing) Page. 
More specifically to arrive at an estimate of each school's directory listing:
  • Unique visits are tallied for pages by specific State (or Province) section and by Category ("Universities & Colleges", "Language Schools", "Vocational Schools" and "High Schools") as well as of each of the three language versions an individual school is listed.
  • Total unique visits (traffic figures) of the Rolodex (url) pages are then each divided by the number of actual schools whose listing appears on those pages.
  • Then is added the number of unique visits also tallied on an individual school's Mini-Web (landing) Page hosted in any of the three language versions.
For display banners, unique visits are totalled from all the alphabetical directory listing pages (Rolodex url) and also from the (most coveted) Home Page in the language(s) the school chooses its banner to be hosted. Total is then divided by the number of schools whose banner is hosted on each of those pages.
Note: If a visitor views the same url page more than once in any given month, visit counts as only ONE unique visit for that month.

** Projected (future) Leads

Projected leads are derived from tracking click through. Using historical data gathered from the North American web publications of Japan Advertising Ltd since 1999, click-through on the posted links (websites and email addresses) of the schools listed on its Canadian and American directories are aggregated but not tracked/reported for individual schools. When totalling all click-through divided by the number of active listings posted on each given url page of the directory in any given year, the aggregate data shows about five percent of unique visits recorded on an average listing and its hosted Mini-Web (landing) Page generate click-through. This is how projected leads are assigned to each specific school hosted on a directory.

For more on how schools' original and curated content and advertising can be found earlier in those Northeast Asian languages, go to Best practices.