As more Chinese students and families turn to digital channels to research overseas education options, Iowa State University (ISU) recognized the need to deepen its engagement within this critical market. Partnering with Sunrise, ISU set out to refine its online presence through customized platform strategies, localized content, and culturally resonant campaigns that speak directly to Chinese families. This case study explores how ISU leveraged website localization, social media optimization, and multi-channel campaigns to connect with prospective students and parents across China, achieving measurable growth in visibility and engagement.

The Chinese social media app RedNote, also known as Little Red Book or Xiaohongshu, was the #1 most downloaded iOS app on Monday. With the US ban of TikTok looming, many US TikTok users are looking for alternatives, global interest in RedNote has surged. This trend begs the question: Can RedNote become the next TikTok? And if it did, what would that mean for university recruiters and communicators? Will RedNote open a new avenue for recruiting students? We think that RedNote will continue to attract “TikTok refugees” in the short term, and it’s certainly worth using if your university actively recruits in China already. There is uncertainty as to whether it can step up to fill TikTok’s shoes as a platform for ads and organic engagement targeting US students, but it’s certainly worth watching.

In today's competitive global education market, building meaningful connections with Chinese students and stakeholders is essential for universities. Worcester Polytechnic Institute (WPI) partnered with Sunrise to implement a comprehensive digital marketing strategy and to improve its presence in China. This case study highlights how WPI utilized a multi-platform approach, including website development, WeChat account management, video campaigns on Bilibili and Xiaohongshu, as well as advanced China SEO, to strengthen its relationships with Chinese students and families.