Frequently
asked
questions
The Shorelight name.
What are the rules?
As we pursue a more consumer-facing strategy, we will promote the Shorelight name versus Shorelight Education.
- Shorelight is easier to write, say, and remember.
- Shorelight aligns with our URL, shorelight.com, already in use.
- Shorelight allows for more intuitive brand extensions, such as Shorelight Collections.
- Shorelight allows for future brand growth beyond the education realm.
Note: Shorelight is now our legal name.
New strategic model.
Why are we adopting a consumer-facing strategy?
The implementation of a consumer-facing strategy is the product of external and internal research, along with an analysis of future growth in the international education marketplace. In 2018, an estimated 300,000 new international students will enroll in U.S. universities.*Based on our internal research, approximately 1 in 5 students are accepted into U.S. institutions via an agent channel. As we continue to expand our reach, we want to ensure Shorelight is poised to engage the many students that enter the U.S. directly. This strategy is also echoed by our shift towards an International Direct admissions model.
*Source: Open Doors, 2017.
Brand hierarchy.
How does this change affect our brand hierarchy? Where do sub-brands, such as U.S. News Global Education and International University Alliance, fit into the Shorelight brand?
In the past, the International University Alliance (IUA) had been utilized as an university aggregator. However, in early 2017, we re-launched the IUA with clear and concise messaging that speaks to its mission and purpose as a not-for-profit trade association. To read more about the alliance, visit iua.org.
This evolution brings clarity and understanding to our various affiliate and subsidiary brands. Project One Shorelight allows more opportunities for co-sponsorship with USNGE, enabling us to reach more students through a recognized and respected brand.
Agent and counselor relationships.
How will a consumer-facing strategy affect our relationship with agents and counselors around the world?
The new strategy will promote better collaboration and cohesion among our network of agents and counselors. For example, agents will have the capacity to market campaigns and host events targeting majors, regions, or other criteria. This will allow them to represent multiple universities at a single event. Shorelight will forward campaign-generated leads and invite agents to participate in our co-sponsored collection-themed events.
University partnerships.
How will university partners view this change? How do we address our white label strategy?
For our university partnerships, it will be business as usual.
Shorelight—and Shorelight Collections—will help us introduce more students to our university partners in a more direct and meaningful way, yet our university partnerships will remain part of our white label strategy. We will continue to market our university partner brands, and there will be little to no distinct Shorelight branding at the partnership level.
We designed the Shorelight brand to be agile, so that its presence may be dialed up or dialed down, depending on the circumstance. For example, during pre-enrollment the Shorelight brand may be dialed down, while the university partner brand is at full volume.
Additional FAQs.
How will this change affect International Direct?
The integrated Shorelight model allows us to talk more about the university, the majors and subject areas, and the benefits of studying with our partner universities. This new model allows our partner universities to shine and aligns with our commitment to provide opportunities for our students.
Can I represent myself as an agent for Shorelight?
Definitely! You may also represent one of our university partners as well. However, we recommend representing yourself as Shorelight if you are marketing two or more university partners.
What level of brand awareness should students have with Shorelight?
Shorelight is all about authenticity and transparency. Students should have a deep understanding of our brand and what our culture symbolizes: support, knowledge, prestige, and success.