7 Key Ways to Create Sustainable Engagement with Partners in Latin America

Building strong, lasting relationships with partners in Latin America should be a key part of your student recruitment and engagement strategy. By partners, we mean agencies, schools, government sponsors, and other organizations that help create successful outcomes in the region.

Relationship-building in Latin America takes time, but investing in it is worthwhile. Small talk is essential for building rapport, and diving straight into business can be seen as impolite. Here are seven practical ways to foster meaningful collaborations with your partners across the LATAM region.

1. A Clear Value Proposition

To connect effectively, start with a solid value proposition:

• What unique offerings does your institution bring to the market?
• What differentiates your institution from others?

Generic information is less effective than tailored messaging that highlights clear USPs. Examples include highly ranked course areas with proven success stories, especially from Latin American students. For instance, a UK university promoting Music Production showcased successful alumni and their learning experiences—making a significant impact. Clearly stating differentiators in promotional materials is key.

2. Exceptional Customer Service & Support

With Latin America’s increasingly competitive higher education market, partners need confidence when advising students. “Handholding” partners throughout the student journey—from inquiry to enrolment—makes a big difference to optimising enrolment for your institution.

Examples of effective support strategies include:

• Scheduling monthly meetings for regular touchpoints and Q&A sessions.
• Being available on WhatsApp (preferably within Latin American time zones) for quick responses, as faster replies increase enrolment chances.
• Providing regular training and information sessions.
• Establishing regional representation to ensure 24/7 presence in LATAM, with local staff fluent in Spanish or Portuguese.

3. Quick Response Times

Quick responses are crucial. A BridgeU report on Brazil highlights that students are applying to more institutions than before—a trend seen across Latin America.

Key factors driving this include:

• The rise of EdTech platforms simplifying applications to multiple universities.
• Concerns over visa requirements and processing times.
• Growing presence from institutions in France, Ireland, and Spain and other destinations.
• Economic uncertainty, prompting students to seek scholarships across multiple destinations.

Given these dynamics, responding to partners within 24 hours ensures better student conversions. Hard work at recruitment events must be followed up rigorously to optimize enrolment. Automation helps segment leads (hot/warm/cold) and guide students through a tailored journey. A mix of personalized and standardized communication works best.

4. Scholarships and Innovative Discounts

Cost is a major factor for Latin American students. Offering scholarships and creative discounts makes studying abroad more accessible. Effective financial incentives include:

• Merit-based scholarships.
• Early-bird discounts.
• Flexible payment plans.
• Accommodation packages (e.g., first semester free) or vouchers for study tools (e.g., laptops).

Latin Americans are accustomed to monthly tuition payments, and there can be a distrust of financial institutions. Large upfront deposits may be a barrier, so offering instalment plans works well.

5. Local Presence

Having a local presence significantly enhances engagement. In-country representatives, regional offices, or frequent visits help build trust and credibility. Local teams understand the market dynamics and cultural nuances, strengthening relationships with universities, high schools, and recruitment partners.

Operating in the same time zone and speaking Spanish or Portuguese increases institutional visibility, engagement, and application-to-conversion rates. A dedicated, locally based representative is invaluable in Latin America.

6. Holistic Engagement

Successful partnerships extend beyond admissions and marketing. True engagement happens when academic and professional teams collaborate strategically and interact with partners within Latin America.

One proven approach is involving faculty members in outreach. For example, an academic-led masterclass for schools on practical topics—such as artificial intelligence or financial management—adds value beyond recruitment efforts.

7. Tailor-Made Content

Latin America is highly diverse, making a one-size-fits-all approach ineffective. Many institutions lack clear differentiation in their market positioning at student-facing events.

Effective marketing strategies include:

• Providing localized materials in Spanish or Portuguese—concise and easy to read.
• Limiting marketing materials to seven key differentiators for maximum retention (based on cognitive psychology research by George Miller).
• Being specific—generic benefits are less compelling than targeted USPs (e.g., course-specific rankings, student satisfaction awards, and research achievements).

With social media’s growing influence, peer-to-peer student recruitment is powerful. Short TikTok-style videos featuring students on campus and WhatsApp groups for offer-holders enhance engagement and improve conversion rates.

Conclusion

Sustaining strong partnerships in Latin America requires a strategic approach that aligns with market needs. Institutions that offer clear differentiation, exceptional customer support, rapid response times, and localized engagement are best positioned to build long-term relationships. By tailoring content, providing financial incentives, and maintaining a local presence, universities can strengthen ties with partners and increase student conversions. These strategies ensure that recruitment efforts are not just transactional but lead to meaningful and lasting collaborations in the region.