Testing English And Enhancing International Student Recruitment With Intuto

University of Otago Language Centre has a key role in supporting international students entering the University by providing a range of English language and pathway programmes. In addition to programme delivery, the Centre is engaged in a range of international student recruitment activities throughout the year including building and maintaining relationships with education agents, attending student fairs and other direct marketing activities.

One of the biggest challenges facing Otago University was gaining an initial indication of a student’s English language ability prior to their enrolment into a programme. This often added an unnecessary barrier to application and meant that student applications would take longer than was ideal. An alternative solution for online English testing was needed to help identify appropriate candidates. As one of New Zealand’s most recognised education brands, Otago University is a market leader in attracting international students to New Zealand. To help cement this position, Otago wanted to offer something to their prospective students that would get them excited about coming to the University as well to provide a differentiator over competing institutes.

University of Otago Language Centre decided to use Intuto to deliver their online English language test and orientation content through several marketing channels. These included student fairs, selected education agents and on the centre’s website. Campaigns were set up to track test results and engagement in the programme for each channel. Indicative English language results were emailed instantly to nominated recipients with a summary report available from inside Intuto. The Language Centre had ‘owner’ access to Intuto which gave flexibility to create additional campaigns for new marketing channels as needed. The English language test was followed by a customised online orientation to Otago which:

• Highlighted important information like accommodation options and visas
• Showcased the local Dunedin area
• Outlined key points regarding food, language and customs.

• 10 campaigns were set up for use via various international student marketing channels
• Over 100 students took the test within four months of its launch.
• Students engaged in the orientation content with an average of 20 minutes spent online.
• Positive feedback was given through comments posted within the content.