Marketing of Educational Services in Russia

Today the market of educational services has a very dissimilar composition of participants. There is a system of public education, many private firms providing educational services and even greater number of individual tutoring and numerous of online courses, many of which may be free of charge. Moreover, all market participants are not only competing with each other, but complement each other. How a foreign university, college or educational course can find its audience in Russia - read in RMAA Group material.

The education system in addition to the dissimilarity of market participants is also different by multi-levels: pre-school education, school education, secondary and higher education and various training courses, herewith there is a huge variety of additional educational services provided by different market participants at each level. The system of State education in Russia is still well represented at all levels. However, further we will only talk about the promotion of foreign universities, colleges and training courses on the Russian market.

Marketing of educational services has all the features of marketing of any other services: intangibility, inseparability from the source, perishability and changeability of the quality. The specificity of educational services, particularly in Russia, where private educational services came quite recently, is in view on education as on public good and careful attention to the education of the State and society.

A distinctive feature of the marketing of educational services is a relatively simple detection of the target audience. Depending on your educational courses you can accurately determine who is your target audience. First of all, depending on the age of students you can be oriented either on them or their parents. In any case, you can quite accurately determine the age of your target audience. Furthermore, some of educational services are oriented either on men or women. Another feature is that the educational services are always in demand, and your customers will always search information about you.

Offline marketing in Education

Offline promotion of educational services has a lot of effective ways. First of all, direct marketing: participation in various events that attract your target audience: all kinds of educational and student exhibitions and job fairs. Another possible way to provide direct marketing is affiliate programs with universities, suppose a direct interaction with the students of the university. Incidentally, the collaboration with universities makes effective the possibility of placement of outdoor advertising inside the school.

Regarding the advertising in Mass media, there should be a focus on the target audience. For example, if your TA - students, it will be a good choice to advertise in student newspapers, which are in every major city. These newspapers have a relatively small circulation, issues usually only once a month and distributed free, at the same time it gives you a 100% guarantee to hit the target audience. If your educational services associated with a particular industry, then you should think about advertising in industry publications. Also do not forget to place information about you in all kinds of educational catalogs and reference books.

Online marketing in Education

Due to good targeting of educational services’ consumers, promotion in the field of digital opens up great prospects. There are many effective tools: SEO, SMM, banner and contextual advertising, e-mail marketing and even KOLs.

Particular attention should be paid to the promotion on social networks. The target audience of various courses is relatively young, so you should look for it on social networks Vkontakte, Facebook, Instagram. There are two main areas of work: targeted advertising and promotion of the group, offering your services. Targeted advertising will allow you to go directly to your audience, and promotion of your group will allow you to attract the attention of users who are already looking for educational services that you provide. Regarding the use of KOL’s opinion, although it will be time-consuming, but the effect of such advertising is excellent. This requires that some blogger has completed your educational program, and then spoke positively about it to her\his audience. The information given this way will be loyally appreciated by the audience and will interest them.

Using of banner advertising is relevant on the platforms with your potential students: portals for students, education portals, industry websites, university websites. Also, a good result can be reached by post mails, however, the effect will depend on the quality and relevance of the base being used.

In Russia different tools can be used in promotion of foreign universities, colleges and courses. It is important to choose the right tool depending on the specifics of the proposed educational services and target audience. RMAA Group specialists will help you to choose the most effective promotion strategy on the Russian market.

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