EducationUSA fairs in Viet Nam and other countries can be a cost-effective way to recruit students. The location of the fairs and the network of the local EducationUSA office that organizes the events determine who comes, more or less.
As I’ve written before, sometimes the goals of the US State Department and recruiters diverge. For example, one of the goals of the former is outreach and the exercise of soft power. This means that they occasionally organize fairs in locations that are not promising in terms of ability to pay and therefore realistic interest in study in the USA.
The role of EducationUSA is simple. Organize an event that offers decent quantity and, more importantly, quality attendance. What about post-fair follow-up? Obviously, EdUSA advisers promote study in the USA as a whole and not individual institutions.
While US colleagues follow up in English, that is not enough. They need to have someone contact students in Vietnamese, starting with the “hot leads,” via email, telephone and, if possible, Facebook, the #2 website in Viet Nam. This will greatly increase the chances of converting leads into applications and admits. This can be done by trusted education agents or other in country representatives.