Gaokao Exam Sparks an Active Summer

15 June 2010

After the annual national college entrance exam (gaokao) took place in June, EduGlobal has seen a flux of activity in its offices and online, as students and parents focus intensely on determining the best study path for their future.

Students in their final year of high school see the gaokao as the culmination of everything they have worked and studied for up until this point. Over 9.5 million took the exam this year, each hoping to receive one of the 6.5 million seats available at domestic universities.  Since placement is almost entirely based on these test scores, anxiety runs high and alternatives are necessary. This domestic admission exam no doubt spurs interest in education in general, and in international education as a viable alternative to domestic university options.

EduGlobal works to provide these alternatives and has taken extra efforts to speak and connect with students and parents at this time. Online, EduGlobal offered expert advice through key news and opinion articles, including Success Stories of students studying abroad and Study Plan for High School Students for those who may already know that the gaokao does not hold the keys to their future. In EduGlobal offices across the country, seminars on studying abroad and "planning and preparing for success" brought in families and helped them to dispel the myths of an international education and understand the various options available.

EduGlobal also saw a significant jump in brand visibility (both for itself and its partner institutions) through the development of key online relationships, including those with sina.com, qq.com, and Kingsoft game developers. For partner institutions, these activities saw greater traffic to their Chinese Language Website, increased attendance to local events, and a jump in applications through EduGlobal's Free Online Application promotion. After the gaokao, this campaign continued with a large promotions blast across key websites, including those run by the Ministry of Education that will release test answers and scores.

Local events were seen as key opportunities to reach those families "shopping around" for the right recruiter. EduGlobal participated in the Beijing International Education Expo and held various events in Taihuan, Hefei, Tianjin and Nanjing. Counselors are also encouraged to write their own articles to help provide guidance, when they're not too busy working with the students and parents who fill EduGlobal's 20 offices this summer!