STORIES
UNIVERSITY OF AMSTERDAM
Established in 1632, the University of Amsterdam is one of the oldest and most revered academic institutions in the Netherlands. In the QS World University Ranking 2021, it ranked 61 in the world and second in the Netherlands.
In 2008, Edvance was tasked by UvA to design a 4-year marketing and recruitment strategy for China. The targets of that plan were reached within a year. It was a flying start to a fruitful cooperation. Fast forward to 2021, and Edvance continues to be UvA’s only marketing and recruitment representative in China. In academic year 2019/20, UvA had 635 registered degree students from China, up from 50 at the start of the collaboration, and now coming in second of all Dutch universities.
Edvance sits on a network of over 20 recruitment agents in China, who ensure that UvA’s story is told to local students and parents via Chinese social media channels such as Weibo and Wechat and in dozens of recruitment offices around the country, day in and out.
Applications generated through this network are filtered out by the China Rep before submission to UvA, leading to an application to admission conversion of almost 80%. “Working with Edvance means first-hand market information”, says Ulrika Honee, Communication Advisor at the Faculty of Economics and Business. “Both UvA and the applicants can benefit from a programme eligibility pre-check by Edvance, resulting in relevant and highly qualified applicants.”
Apart from a multi channel communication strategy, Edvance represents UvA at some 40 on-site and online education fairs per year. Furthermore, as extension of the UvA admissions office, Edvance assists admitted Chinese students complete registration procedures, apply for visa and housing, prepare for departure and get to know each other before arrival in Amsterdam with dedicated Wechat groups for admitted students. “Since the lines are kept short, we can react to and solve applicant related issues quickly”, according to Ulrika Honee.