Historic trends show that more Latin Americans study abroad at the postgraduate level as opposed to the undergraduate. However, there has been growing interest from younger students to go further afield for their first degree, with Latin undergraduate enrolments steadily rising for destinations.

BMI’s approach harnesses this appetite to study abroad via a two-pronged brand strategy that mirrors the demands of the local student market:

• Playing to the strength of the postgraduate student flows, our pre-fair marketing targets prospective master’s students via the well known and popular ExpoPosgrados brand;
• Meanwhile, our ExpoEstudiante brand allows us to engage with students from the best private high schools who are actively searching for undergraduate courses abroad.

Through pre-event targeting, we are able to bring both degree levels under one roof, and then direct participants accordingly. Attending students are given badges that easily identify them by their course level of interest, and all exhibiting institutions clearly signpost the course levels they offer. Additional providers such as language and pathway programmes that prepare students for higher education are also well suited to participate.

In this way, recruiters are able to tap into both the depth and breadth of the Latin American market and easily meet prospects who match their educational offering.