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Students are inundated from a young age by pushy marketing tactics. They are justifiably skeptical about the objectivity of educators’ claims, so they often seek reassurance from others who have had to make the same decision that they are about to. Therefore, testimonials can play a powerful role in enhancing integrated marketing communications, particularly for international student recruitment. Unfortunately, testimonials are not used enough by educators, and when they are used, the messages are often polished, providing no authenticity. I have also noticed that most testimonials developed by educators focus on general comments about an institution rather than a student’s individual experience. What do you think about student testimonials? How has your business, college or school’s website integrated student testimonials?
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