CASE STUDY

Penn State Abington

How Penn State Abington Boosted International Student Recruitment with Video Marketing

Penn State Abington, part of the renowned Penn State University system, provides students with the benefits of a large university in a smaller, close-knit campus environment. Located just outside of Philadelphia, the campus is a popular choice for international students due to the city’s cultural and professional opportunities.

With a focus on delivering high-quality education and a vibrant student experience, Penn State Abington sought to enhance its international student marketing efforts and improve the new student orientation process.

The Goal:

Showcasing the International Student Experience at Penn State Abington

The primary goal was to create video content that portrayed the real student experience, particularly for international students. The videos needed to highlight Penn State Abington’s proximity to Philadelphia—a major selling point—and showcase the cultural, social, and professional opportunities available to students after graduation.

The Challenge:

Creating Effective Video Content for International Student Recruitment

As part of its effort to attract more international students, Penn State Abington faced a key challenge: how to differentiate itself not just from other Penn State campuses, but from other universities worldwide. They needed engaging, high-quality video content that could help prospective international students see the value of choosing Penn State Abington, while also supporting the new student orientation process.

The Solution:

Video Marketing for International Student Recruitment

Foxal Media partnered with Penn State Abington to develop a series of video assets, focusing on two primary objectives:

New Student Orientation Videos – These videos provided an overview of the orientation process, helping students navigate their first days on campus. These assets were used both in-person and online to ensure a smooth orientation process.
International Student Experience Video – The highlight of the project was a testimonial-style branding video that captured the experiences of four international students. The video focused on why these students chose Penn State Abington, their transition to life in the U.S., and their experiences living near Philadelphia.

For the International Student Experience Video, we shot interviews and B-roll footage of students on campus and throughout the city of Philadelphia. The video highlighted the university’s proximity to the city, which is known for its rich culture, sports, food, diversity, and post-graduation job opportunities.

The Results:

Improved International Student Recruitment and Branding

The video content produced by Foxal Media helped improve both the international student recruitment process and the new student orientation experience. Specifically, the International Student Experience Video became a central piece of Penn State Abington’s marketing strategy, particularly for attracting international students.

The testimonial-driven approach of the video allowed prospective students to hear from current international students in a real and relatable way, building trust and excitement about the Penn State Abington experience. The university continues to use these videos to showcase the cultural, academic, and social opportunities available at the campus, positioning Penn State Abington as a top choice for international students seeking a unique blend of education and cultural immersion.