Tool for Canada to enroll Northeast Asian students
CDN SCHOOL DIRECTORY METRICS
The Study Abroad directory of Canadian schools recorded over 2.1 million page
views in 2018.
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
- 192,400 in Japanese (+4%)
- 174,900 in Korean (+6%)
- 160,700 in Chinese (+3%)
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.
- 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".
- 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 of Int'l Students to Canada
- Among a total intake of 572,415 international students that came to Canada in 2018, for the first time more came from India (172,625 representing 30% of annual total intakes) than Chinese students (142,985 making up 25% of the total intake).
- In terms of study level, 424,415 permit holders were at postsecondary institutions, a 17 per cent increase compared with the previous year, while 76,915 were studying at secondary level (+7.8 per cent). The remainder were on ‘other studies’ or level unspecified.
- In 2018, the growth of international students coming to Canada slowed down. They grew 16% in 2018 over 2017 versus 20% in 2017 over 2016. In 2018, 31% of int'l students in Canada came from North-East Asia (versus 35% in 2017): China (25% versus 28% in 2017), South Korea (4% versus 5% in 2017) and Japan (2% both in 2018 and 2017).
- Due to the negative political environment, Chinese students coming to Canada only grew 2% to 142,985 students in 2018 versus 2017. Whereas South Korean students grew 5% to 24,195 in 2018 versus 2017 and Japanese students grew 3% to 8,365 versus 2017.
Source: Canadian Bureau for International Education, Feb. 15, 2019 CBIE-BCEI PRESS RELEASE. "Another record year for Canadian international education". From 2018Dataset, Study permit holders by country of citizenship.
Immigration, Refugees and Citizenship Canada (IRCC).
METRICS MODEL APPLIED TO JAPAN ADVERTISING LTD DIRECTORIES
- 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.
- 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.
** 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.