Strategies seem to attract a great many experts’

Strategies such as the choice of content information to be presented,
timing and the tools seem to attract a great many experts’ attention. In terms
of content information to be presented, as Moogan (2011) suggested,  HEIs
can do more to offer potential HE students the most relevant information, among
which “the teaching delivery and quality, course content, career prospects,
research focus/RAE scores and the reputation of the university” (p. 578) stand
out. Nevertheless, statistics analyzed by Popa (2015) revealed different
information demand from potential HE students. The result showed that the
curriculum, school tuition and the possibility of getting a scholarship are the
most frequently sought information. Therefore, HEIs should choose information
presented accordingly because by addressing would-be students’ concerns and
offering more “tailor-made” communication strategies to suit them, HEIs can
easily segment the market place and then position themselves within the
competitive environment. Furthermore, for faith-based HEIs, Tolbert (2014)
recommended paying more vigilant concern to the content in the way that
faith-brand commitment will gain an increased demonstration. If universities
aim at attracting international students, they had better take into
consideration the need to localize their websites, either simply by translating
existing content into the language of the target market or by creating
customized content for each market (P. Foroudi, Dinnie, Kitchen, Melewar &
M. Foroudi, 2017).  Once the information has been selected warily, HEIs
should identify the most suitable period to conduct the promotion campaigns
because prospective students are frequently young and living at home, planning
to consume the adequate information over a relatively long period of time
(Moogan, 2011) and the time the students start to look for information on
admission differs greatly (one month, six months or even one or two years
before admission) (Popa, 2015). More importantly, universities should pay
attention to visual and written communication materials which should be
“attractive, comprehensive, satisfying and persuasive” (Terkan, 2013, p.
151-152). Such materials are crucial factors for any organization also at
universities due to the possibility of increasing student demand.