addressing operational pain points in international enrollment management
DESCRIPTION
Cheryl DarrupBoychuck presents this session at the Washington International Education Council in DC in January 2014. Learn more about how both USjournal.com and FundsV can improve the efficiency and integrity of international enrollment management.TRANSCRIPT
Addressing Operational Pain Points
within International Enrollment
Management
Cheryl DarrupBoychuck
Operational Pain Points in IEM
• Measuring ROI• Return on Investment
• Process over Promotion• Proving sufficient funds
Brief History of International Student Recruitment
• Then: No need for metrics
Brief History of International Student Recruitment
• Then: No need for metrics
• Now: “Show me the numbers”
Brief History of International Student Recruitment
• Then: No need for metrics
• Now: “Show me the numbers”
• Soon: Culture of Evidence
Studying ROI:Corporate World vs Higher Education
Initial Investment vs Subsequent Profits
Studying ROI:Corporate World vs Higher Education
Initial Investment vs Subsequent Profits
Recruiting Expenses vs Tuition – Cost of Instruction
Studying ROI:Corporate World vs Higher Education
Initial Investment vs Subsequent Profits
Recruiting Expenses vs Tuition – Cost of Instruction
Flaw: Tuition < Cost of Instruction, so Profits are usually negative
The Agent Debate: NACAC
-- Cost of Recruitment+ Tuition and Fees Generated------------------------------------------- Return on Investment
ROI in its Simplest Form
Model-- Cost of Advertising + Student(s) Tuition + Student(s) Fees ------------------------------Return on Investment
ESL Program-- $ 1,195 / year+ $ 2,850 / 10-wk session + $ 465 Student Fees ---------------------------------- $ 2,120 = 1st student $ 15,380 = 5 students $ 31,955 = 10 students
Online Promotions
-- Cost of Developing a Relationship* -- Commissions Paid+ Student(s) Tuition + Student(s) Fees ---------------------------------------------------------------------
Return on Investment
* Don’t skip the relationship part
Engaging Agents
Advanced Calculus?
Traditional enrollment funnel has dissolved
Students applying without prior contact
Introduced into database as “applicant”
Accept lack of complete control of your institutional message
The Rise of Stealth Applicants
Google Chrome’s Incognito
Security Software Features
How to differentiate in a complex, global marketplace
• Identify your strengths• Target specific audiences• Consider multi-lingual campaigns• Focus on video promotions• Streamline operations
Operational Pain Points in IEM
• Measuring ROI• Return on Investment
• Process over Promotion• Proving sufficient funds
Process > Promotion
Admissibility Indicators• Academic readiness • Financial capacity
Technology: + or - ?
• Social Media
• Level and Type of Support
• Data Storage
FundsV Exposure to Risk: Then
FundsV Exposure to Risk: Now
Addressing Operational Pain Points
within International Enrollment
Management
Cheryl DarrupBoychuck