Study Australia Experience platform engages over 300,000 Latin American students
25 Jul 2022
The first edition of Austrade LATAM’s ‘Study Australia Experience’ initiative is now complete. Impressive engagement figures demonstrate the value of the project to the Latin American student recruitment market, which was worth $2.3 billion at pre-pandemic levels.
The Study Australia Experience (SAE) website was launched in January 2022, with content translated into Spanish and Portuguese. The website features 30 Australian education institutions and provides practical advice about studying in Australia, including student video testimonials. From January to June 2022, targeted advertising reached a total of 20 million prospective students across the region, resulting in 310,000 visitors to the platform and almost 37,000 registered users.
The SAE project also involved the creation of dedicated social media accounts (Instagram and Telegram) in local language, online events, and a virtual recruitment fair. These activities helping to build brand profile, generate quality leads and recover Australian market share in Latin America (particularly in Argentina, Brazil, Chile, Colombia, Mexico, and Peru).
Following 59 live Study Australia Experience events promoting Australia and its institutions, a three-hour virtual fair was held on 14 June 2022, attended by 1,700 prospective students from across the region. These activities, involving alumni ambassadors, university representatives and local education agents, have helped to build a thriving community supporting students on their journey to studying in Australia. In terms of hours of engagement, the platform has been viewed by users for the equivalent of 283 full days.
Following the success of this first edition and very positive feedback from users (97% of prospective students will recommend SAE to their friends and 99% said they were more interested in Australia after using the platform), a second edition is now in development. Phase two of SAE will include more spaces for institutions, longer event duration, more social media activity, further refined digital marketing, opportunities for institutions to promote their own events, and even more offline chances to attract the best students to Australia.
If you are interested in joining the project for 2022-23, please register for the information session to be held on 2 August at 8am (AEST).
Opportunities to express interest will also be published through the Market Information Package in August.
For further information, please contact Scott Bennett, BDM, Austrade, Santiago