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Have alumni who have gone home meet with prospective students. Some are willing for you to give out their contact information, but the best way we have found to connect them is to have a big dinner where you invite alumni and prospective students and have a fun evening. We try to have one of these each year in our major countries.
Use Blog / Weibo / Facebook / etc.
Get clubs, current students, professors, alumni, etc to create and post content. Use regularly (post a couple of times a week). Over time, you have developed a community where prospective students, current students and alumni can interact and learn about the culture of the university.