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Providing real insights through authentic conversations
Providing real insights through authentic conversations
The process of choosing the right university can be overwhelming. There are seemingly countless factors to consider, from academic programmes to campus culture. Especially for those taking their first steps into higher education, this decision is made even more challenging by polished marketing messages that often obscure the true student experience. Generation Z seeks messaging that is innovative, authentic, and empathetic.
Established in 2003 and holding the honour of being the only overseas university with full university status in the city-state, James Cook University (JCU) in Singapore recognises the value of transparency and genuine connections. This is why it places its students at the forefront, allowing them to share their unfiltered experiences with prospective students — all to ensure young people can make well-informed decisions about their future. Looking ahead to 2025, under the JCU First approach, JCU’s Singapore and Australian campuses are more closely integrated, presenting as one unified university to diverse markets.
The Student Marketers Project
Spearheaded by Jacky Leng, Associate Director of Recruitment and Partnerships at James Cook University in Singapore, the Student Marketers Project empowers students to double as university ambassadors. “It amplifies their voices within the institution," he says. "And we’ve witnessed several noteworthy success stories so far, particularly in terms of increased student engagement.”
There are currently 93 storytellers across 29 disciplines sharing their unique journeys and experiences. From initial inquiries on the website to campus visits and virtual open days, this diverse bunch addresses the concerns and aspirations of prospective students from across the globe. The university’s website currently features a “Chat with our students!” page that serves as the first point of contact. So far, students have actively managed various conversations and messages from interested applicants. And this is advice they can trust.
“Traditional marketing often falls short with this demographic, so we empowered current students to share their authentic experiences. By bridging the gap between institutional messaging and Gen Z preferences, we aimed to create a more genuine connection and drive positive outcomes in student engagement and enrolment.” Student marketers create diverse content, including introductory videos and campus vlogs. For instance, two student marketers shared their experiences at both the Australian and Singaporean campuses through the JCU Intercampus Exchange Programme.
“The Student Marketers Project was inspired by the need to connect with Gen Z students, who value authenticity and peer recommendations,” says Leng.
Discover JCU through Authentic Conversations
JCU invites prospective students and stakeholders to discover its community through the initiative "Discover JCU Through Authentic Conversations." This series of events provides an honest and insightful view of the university by connecting with students, alumni, and faculty, showcasing what truly sets JCU apart.
The initiative features a variety of stories and testimonials that highlight the diverse perspectives within the JCU community. Engaging in these authentic conversations allows potential students and other interested parties to gain a thorough understanding of what makes JCU exceptional, revealing how the university supports both academic and personal growth.
A key component of this initiative is the launch of "Authentic Conversations with Our Student Marketers," a live stream webinar series where student marketers share their personal experiences. These webinars offer an unfiltered perspective on student life, providing valuable insights directly from those who live it. Leng comments, "Our campaign’s strength lies in its authentic approach. By sharing real experiences and encouraging open dialogue, we foster meaningful connections that help prospective students relate to and understand JCU more effectively.
Vivek Vardan Reddy, originally from Bangalore, India, found himself drawn to the island nation for its expedited degree programmes and accredited universities. His initial pursuit of a Bachelor of Business Administration took an unexpected turn when a psychology course sparked a deep curiosity about the human mind. This fascination led him to switch programmes and he's now engrossed in the complexities of the brain through a Bachelor of Psychological Science.
To boost his preparation for a career in counselling, Reddy sought extracurriculars that could enhance his skills. "I wanted to volunteer for something that could teach me to showcase myself and my services effectively,” he says. As a student marketer, he learned just that and more. Today, he’s President of the Student Marketer Exco Team. His duties involve overseeing event planning, strategising to maintain a stress-free yet productive environment, and ensuring everyone completes their tasks effectively.
One project Reddy coordinated involved promoting a Holi festival organised by the Indian Community Club. He worked with the club president, attended the event, and shared photos on the Student Marketer Community's LinkedIn page to give prospective students a glimpse of what they can expect at the university.
Hear from the President of the Student Marketer Exco Team
The Student Marketer Community at James Cook University in Singapore is remarkably diverse—a quality exemplified in its "Authentic Conversations with Student Marketers." This initiative is supported by the Exco team, featuring members from left to right: Vivek Reddy (India), Muhammad Azri Bin Zainudin (Singapore), Tomiris Dadamurzayeva (Kazakhstan), Julia Arngold (Russia), Yee Jiahui (Malaysia), Pow Wongtanakarn (Thailand), and Liu Ziyu (China).
“I'm definitely building on my leadership and time management skills, and learning how to communicate with people much better,” he says. These experiences align well with his long-term goal of establishing a rehabilitation centre to address drug dependence and mental health issues.
An opportunity open to all aspirations
The Singapore campus of James Cook University offers a variety of programmes. At the undergraduate level, you can study Business, Information Technology, Psychology, and Environmental Science. At the postgraduate level, you can pursue a graduate certificate, graduate diploma, coursework master’s, research master’s or doctorate in subjects such as Business Administration, Information Technology, and Psychology. Don't meet the entry requirements yet? There are pre-university foundation courses that provide a smooth pathway to your degree.
To learn more, connect with the university’s vibrant student community today. Whether you're curious about programmes, eager to explore life in Singapore, or simply seeking advice in your native language, their student marketers are ready to help. Click here to start chatting.
Jess owes her achievements to her parents, BISP and the Cruzeiro programme. Her teachers and coaches always have her back, with Lauren instrumental in aiding Jess in the delicate balance of coursework and competition.
Unlike Lauren and Bonnie, Jessica Ann Mitscher (Jess) neither came from a background in football, and nor does she want a football career. In fact, she was a swimmer and wants to pursue veterinary medicine in university. Even though she has different interests, she decided to join the BISP Cruzeiro Football Academy in Year 11 to hone her teamwork and decision-making skills.
Despite her much shorter experience with football, Jess is a natural and plays several positions in the BISP Senior Girls Team. She’s even won a couple of championships while still being dedicated to school. She placed in the top five to 10% of 14,000 students around the world who competed in the British Biology Olympiad.
Jessica Ann Mitscher
BISP student-athlete's unexpected path to football success
While she had her challenges taking the IB curriculum, Jess considers it a life-changing experience. “I’ve accomplished a lot since I came here – IGCSE, IB, and definitely growing as a person,” says Jess. “Having to depend not only on other people but on myself, experience situations where I couldn’t turn to my parents, for example – it helped build a lot of reassurance and self-confidence so that when I go to college somewhere else, I would be able to support myself and adapt to things around me.”
