A division of SMDigital, SMDEducation was launched in 2012 to meet the demands of US educational institutions looking to establish their brands and recruit students from the growing market in Latin America. With offices in South America and nearly 100 teammates leading the charge (some of whom traveled to the US for their undergraduate or graduate degrees), we understand the LatAm market better than most.
Times have changed. China and India are no longer the increasingly dominant markets they once were. Latin America is now the second largest continent sending new students to the USA. And diversity - for many social, economic and educational reasons - is now more critical than ever before.
Most US institutions now understand the importance of having a Latin American outreach and recruitment program. But, very few of them have developed an effective, long-term strategy that builds their brand and helps generate interest and qualified inquiries.
It's easier than you might think.
We try to listen acutely to what the universities objectives are and try to come up with a plan that works for them. As you may know the agency model as we understand it is one where is purely pay per performance. The way we look at it is, while there may be at times a commission component, its more of a traditional agency of record with traditional advertising an agency engagement.
We are very sensitive of the fact that the brand introduction in the LATAM market needs to be carefully introduced and managed. Is no just about bringing students although that is the primary goal. It’s about making sure there’s measurable brand equity developed and with that you will find that there are lots of strategies involved. Messaging, SEM, billboards, TV advertising etc. And so is more of an advertising relationship and other times is an agency hybrid or sometimes everything in between.