Education Abroad (EA)


Authenticity and Storytelling: Simple Solutions for Marketing for International Education

Friday, June 2
12:00 PM - 1:00 PM
LACC, Room 408A

Effective marketing in international education is based on authenticity and truth. Storytelling is an important marketing tool in conveying the true experience that will speak most clearly to your target audiences. This session examines the concept of storytelling and how you can implement it in your day-to-day outreach activities.

Learning Objectives:

Robert Buttery

Head of International Relations
FHNW Switzerland

Appointed Head of International Relations for the School of Business FHNW in 2008, Robert Buttery's work portfolio includes international issue monitoring for key operational and strategic decisions and their implementation. Robert lectures in Management and International Studies at the FHNW. He represents and promotes his university at Swiss and major international conferences, events and meetings, at which he gives presentations and runs workshops on student and faculty mobility, the use of social media and study destination marketing. In close co-operation with Canadian Business schools, he successfully launched in 2008 an intensive programme for faculty from North America and was awarded the British Columbia Council for International Education Award for Outstanding Programme in 2013 and the Canadian Bureau for International Education Excellence Award for Outstanding Programme in 2014. He has lead several student and faculty mobility programs within university international consortiums and is an expert for program innovation, curriculum internationalisation and development. Robert is Chair of the EAIE Business Education Expert Community from 2016-2018.


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Kellie McMullin

Manager, International Learning (Outbound)
Nova Scotia Community College NSCC International

Kellie McMullin is the Manager, International Learning (Outbound) at the Nova Scotia Community College (NSCC). Her role at NSCC is the management of study abroad programs and the marketing and communication of international activities with specific expertise in the use of social media. Before joining NSCC in 2008, Kellie ran a video production company focusing on producing marketing videos on international education projects. Her work as a videographer and producer took her to places such as Tanzania, Turkey, and Bosnia and Herzegovina.


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Peter R. Kerrigan

Deputy Director
German Academic Exchange Service - DAAD

Peter R. Kerrigan is the Deputy Director of the German Academic Exchange Service’s (DAAD) Regional Office in New York office and is the Director of Marketing and Outreach for DAAD in North America. He is responsible for all areas of the marketing of German higher education and research and DAAD’s scholarship programs in the U.S. and Canada.

Peter served as Vice President of Membership Development and Services at The Forum on Education Abroad; Assistant Director of the Higher Education Resource Group at the Institute of International Education (IIE); and Senior Program Coordinator in the Work Abroad Division of the Council on International Educational Exchange (CIEE).

He currently serves on the General Council of the European Association for International Education (EAIE) and the Advisory Board of NAFSA’s Rainbow Special Interest Group. In September 2016, Peter received EAIE’s Transatlantic Leadership Award.

Peter was awarded an M.A. in Political Science by the Freie Universität, Berlin, Germany and a B.A. in Political Science and German by Bates College, Maine, USA.


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Rachel Wellam

Senior Manager
Monash University

Rachel Wellam brings more than 15 years’ experience in international education and a proven track record for building programs that contribute to organisational goals. A respected industry professional, her progressive experience strategising, communicating and delivering international programming is characterised by initiatives that place student learning and development at the heart of their success.

In her current role, Senior Manager Global Student Mobility, she contributes to the development of strategy for student mobility and leads its’ implementation at Monash University (Australia). Prior to this she has held roles at the University of Melbourne (Australia) and La Trobe University (Australia) spanning international student support services, international student recruitment, and student mobility programs.

Rachel has a Bachelor of Commerce and Bachelor of Arts from the University of Melbourne.


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Authenticity and Storytelling: Simple Solutions for Marketing for International Education

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