How to Get the Most Out of Your Agent Network

Lina Li
Former Canadian Client Relations Manager

I often get asked by my client institutions how they can best work with us, and utilize our resources to meet their recruitment and marketing needs in China. It’s a valid question and one that I think deserves attention. Honestly, I think there are three core strategies that any Institution Marketing Representative should follow if they want to work well with their key agents:

Firstly, make sure you are always top of mind. How can you achieve this? Try to visit the China market as often as your budget allows. On average, my clients visit twice per year during key recruitment seasons. It is very important that you visit your agents in China. Get to know them, get to know their best practice methods and let them get to know you and your institution. In-person visits allow us to ask detailed questions and explore particular programs in more detail.

However, if you cannot visit China regularly then make sure you keep in regular contact with your agents. The more you talk to them the more they will remember you and your institution. If you can, send regular marketing updates, newsletters and program news. The more we hear from you the more our counselors can get excited about your institution and can market your institution to students effectively. Remember, it should be a dialogue - I always endeavor to give feedback to client institutions from counselors if I think it will help in developing and refining my client’s marketing agenda.

Secondly, get actively involved in education shows. As you may know, education fairs in China are an ingrained part of the student recruitment landscape. Agents usually like to hold roadshows in March, June and September, which are key recruitment seasons. However clients often ask me what is the best way to get the most out of such activities. My suggestion is to review your key agents in China, in terms of recruitment numbers and relationships, look at the cities where you get the best numbers (or at least see growth potential) and then plan your travel agenda around these criteria. I also highly recommend that you also visit the agent offices in addition to attending their roadshows as this will allow you to spend one on one time with counselors. We often encourage institutions to hold smaller specialized seminars in our branch offices as well, to complement the larger and broader format of the education roadshows and expos.

Lastly, ensure you have an up-to-date presence in agent offices. This can be achieved by paying close attention to your prospectus brochures. I understand that shipping can be expensive but I think the bigger expense is in not having up to date brochures in your agent offices. It is critical that counselors have access to accurate information about your institution and programs and also for giving to parents and prospective students for further exploration. I often suggest that my clients look at the services of EduGlobal Communications who provide local printing and logistics services in China to help minimize such expenses. I encourage you to explore such valuable services.

I am confident that if you follow such strategies, then you will establish a solid dialogue with your agent network and ensure that you get the most out of their expertise and market presence.