TravelWorks TV is a nonprofit YouTube project aimed at popularization of education opportunities abroad and promotion of featured education institutions. During the last 3 years, over 60 universities, colleges and language schools from 12 different countries were filmed. The project is run by TravelWorks, recruitment agency incorporated in Miami, Florida with headquarters in Russia. Today it operates in four markets: Russia, Kazakhstan, Argentina, and the US.
Last Year Feedback
The most recent feedback for our last media trip to the US which was done during the crazy pandemic times, resulted in the boost of interest from the target audience towards the USA as the destination
TravelWorks marketing department carefully analyses the demand and problems of the local market matching them with the concrete niche and programs offered by the institution participating in the project.
Our content manager together with the creative director, work on the script to fully address the subtopics that the audience is interested in, implement attention-keeping techniques that result in higher involvement numbers and longer viewing times of the video content.
Our filming team spends one day filming the campus, which includes indoor and outdoor footage, filming interviews with institution representatives, masterclasses, social activities, interactions with the students and drone footage.
The second filming day is devoted to filming the city, showcasing iconic places and benefits that the location offers to international students. This content helps to increase the reach of the final video.
TravelWorks production team works on the final video for our YouTube channel using Adobe Premier Pro. The production stage involves the work of video editors, motion designers and graphic designers, who work on site in our office.
After posting the video on TravelWorks YouTube channel, the video is boosted for the next two months through integrations, digital advertisement and posts on other social media platforms, increasing the general reach to approximately 20 000.
The final video is actively used by TravelWorks certified student counsellors in their work with the leads that come directly from the video, as well as other students with the profiles that match the programs and location of the institution.
Working with Leads
TravelWorks Marketing department has seven people working onsite on video production only and five more people from the team who are involved in the creation and promotion of the videos.
For us TravelWorks TV is a noncommercial project. We see it as a possibility to develop the market boosting the mobility of the audience and also be able to promote our partners, working on reaching the common goals.
EXAMPLES OF FINAL VIDEOS
Jamestown Community College
The aim of the video was to inform the wide audience about the concept of a community college and the benefits for international students on the example of Jamestown Community College and its campus. As a result, we saw a large number of people who have never heard about this concept before and started considering these types of institutions in the US.
Wisconsin ESL Institute
The video focused on the possibility of entering into US universities through pathway programs offered by language schools. Another topic was answering the question – How to live in the USA for a long period of time. Both topics were successfully illustrated at WESLI, the language center that perfectly matches these needs.
University of Tampa
At the example of University of Tampa we showed the infrastructure of a university that the international students can get access to, as well as considered the differences between public and private US universities, which is one of the most common questions according to the survey of TravelWorks student counsellors.
HOW TO USE THE VIDEO MATERIALS
Refer direct leads to the video which answers most of their questions and provokes the interest
Use the video as a funnel in your targeting campaigns for the source markets
Integrate the video in your agent training process when starting cooperation with a new agent in the countries you recruit students from
Diversify the content of your social media with the help of the creative short videos
Make use of the raw footage in creating further marketing campaigns
BY PARTICIPATING IN THE PROJECT YOU GET:
20 000+ reach of the video which focusses on your product
Leads that will be processed by certified and experienced counsellors
Exposure to various Russian-speaking markets (Russia, Kazakhstan, Ukraine, Belarus etc.)
Video materials for further work with agents and students
Raw footage for your own marketing use
Short videos with your branding for your social media