New Delhi, August 21, 2025: Universities are widening their sights. With policy shifts in traditional destinations, institutions are actively exploring a broader set of countries across Asia, the Middle East, and parts of Africa. Recent sector reporting points to a measured demand shift away from the “Big Four” toward a “Big Ten” that includes more options in Europe and Asia. Diversification is moving from idea to action.
The U.S. picture reflects this trend. IIE’s latest snapshots show steady growth in international enrollments and highlight how institutions are combining channels to reach students. A majority report in-person recruitment alongside agency partnerships, with 60% using educational recruitment agencies at the undergraduate level. Applications have been rising from markets such as Ghana, Nepal, India, Nigeria, and Bangladesh.
The GMO Model: Local Teams, Faster Traction
Against this backdrop, MSM Unify, a global education marketplace, positions its Global Marketing Office (GMO) service as a practical entry point for institutions entering new markets. The model places dedicated in-country staff who act as institutional ambassadors, supported by localized marketing, high-school outreach, counselor engagement, agent network management, application support, and optional contact center services. The focus is on early awareness, steady nurturing, and stronger conversion once offers go out.
By the Numbers
●Network reach: 1,500+ institution campuses across 21 destinations on the MSM Unify network; 190,000+ students supported.
● Operations backbone: weekly or monthly pipeline dashboards for planning and strategy.
● Student-facing complement: MSM Unify Mentors to help reduce drop-offs and speed decisions.
Visibility and Guardrails in the Funnel
A recurring pain point for cross-border recruitment is visibility into the funnel. MSM Unify’s materials emphasize data visibility and quality control in cross-border recruitment. Institutions are provided with lead and application tracking, pipeline health views, and cadence reports to guide decision-making. On the quality side, MSM Unify describes a structured process for vetting, training, and monitoring partner agents to align with institutional and regulatory standards.
This matters because many institutions continue to use agencies alongside direct outreach and digital campaigns. IIE’s Fall 2024 Snapshot indicates 60% agency use at the undergraduate level in the U.S., underscoring the need for clear oversight and consistent messaging.
Local presence, data discipline
Sanjay Laul, founder of MSM Unify, a global education platform, says the institutions most likely to succeed in new markets balance presence with precision. “Universities want local knowledge they can trust and data they can act on. When teams are on the ground and the pipeline is transparent, leaders can course-correct quickly and protect brand quality.”
He adds that scale and student experience must advance together. “Growth lasts only if students feel supported from first contact to pre-departure. Local teams, informed by shared standards and consistent training, help make that experience real.”
Looking ahead, Laul expects technology and human relationships to work in tandem. “Digital platforms can open doors. Relationships help students walk through them. Put the two together and institutions can enter new markets with discipline, learn faster, and build momentum.”
Why it Matters Now
Signals point to continued diversification in 2025. Institutions are spreading risk across more countries while student interest broadens beyond the usual destinations. In this environment, models that combine in-country representation, transparent reporting, and structured agent management are drawing attention because they address operational details that decide outcomes.
MSM Unify positions GMO as “your global reach, delivered locally,” supported by platform scale and a community of institutions, agents, and students. The approach the company is championing pairs local execution with centralized reporting to make global expansion more predictable.