Award for the Provision of In- Country Presence South- Asia, Nigeria & Malaysia (GCU)

The University is seeking a Contractor(s) for the provision of In-Country Presence in the South Asia region (excluding Pakistan), Nigeria and South East Asia. The Directorate of Future Students, Marketing and Communications key function is to develop, manage and execute the University’s marketing and recruitment strategy, enabling the University to achieve student recruitment targets (all degree levels) from UK and international markets, as well as more broadly build and bolster our brand position and levels of recognition.

As GCU begins to enter new priority diversification markets in South East Asia, we are seeking an experienced partner capable of supporting GCU in building, acquiring and maintaining market share over time. Five of our priority diversification markets are in South East Asia (Indonesia, Malaysia, Thailand, Vietnam and Philippines).

All these markets are at market entry or development stage for GCU, with currently very low enrolment numbers. An in-country presence will serve as the local liaison, fostering consistent communication and relationships with GCU agent network, prospective students and offer holders.

By leveraging the local knowledge and cultural understanding, the in-country presence will recommend recruitment and conversion plans to resonate with the target audiences. The representative will conduct information sessions, participate in education fairs, and engage with local schools to actively promote GCU's programmes.

The regional presence will provide market insights and intelligence that contributes to maximising recruitment opportunities and mitigating risk in this region. This is crucial for GCU to make informed decisions and adapt its strategies in the dynamic South East Asian region.

In addition to this operational function the University also require full cycle reporting and reflection on engagement to maximise efficiencies. The University has identified the need for continued South Asia regional presence to support recruitment targets and associated objectives.

The South Asia region has been identified through market intelligence and experience as a region with potential to contribute significantly to these targets over the next three years. The priority markets in this region for GCU are India, Nepal, Bangladesh and Sri Lanka.

We require the regional presence in South Asia to support recruitment and conversion activities in these priority markets. We require an in regional presence to provide effective, measurable and proven strategic recruitment and conversion support.

Based on research and previous experience of the HE sectors; this presence should be in a city hub in India that fits well with our course portfolio and provides the institution with competitive advantage. (i.e. either Mumbai and Delhi).

We are requesting recommendations as how best to resource this. The contractor must have capacity and resources in South Asia region to efficiently facilitate the attainment of international targets.

Nigeria has been a top recruitment market for GCU for many years. We require an in-country presence to continue to maximise recruitment opportunities for GCU postgraduate courses and to also grow the appeal of GCU undergraduate courses in the market.

The in-country presence will build relationships with key sponsors and visit on a regular basis and participate in local events. The regional presence also needs to provide market insights and intelligence that contributes to maximising recruitment opportunities and mitigating risks.

In addition to this operational function the University also require full cycle reporting and reflection on engagement to maximise efficiencies. We require an in regional presence to provide effective, measurable and proven strategic recruitment and conversion support.

Based on research and previous experience of the HE sectors; this presence should be in a city hub in Nigeria that fits well with our course portfolio and provides the institution with competitive advantage. We are requesting recommendations as how best to resource this. The contractor must have capacity and resources in Nigeria to efficiently facilitate the attainment of international targets.