aiea 2015 emerging opportunities for international student recruitment
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A New Era in Student Mobility: Emerging Opportunities for International Student Recruitment
Delores Blough, James Madison University Michael Waxman-Lenz, Intead
Clay Hensley, The College Board
Panelists
Delores Blough Director, International Students & Scholar Services, Office of International Programs, James Madison University, Harrisonburg, VA
Michael Waxman-Lenz Chief Operating Officer, Intead
Clay Hensley Senior Director, International Strategy & Outreach The College Board, New York, NY
Session Objectives
Learn best practices for leveraging data to inform your international outreach tactics
Discuss practical approaches for effective international student
outreach and enrollment management
Understand major trends related to international student mobility to the U.S.
Session Outline
• Context & trends
• Strategies & planning • Practical approaches • Open question, answer & feedback
CONTEXT & TRENDS
Undergraduates continue to drive international student mobility to the U.S.
Undergraduates 371K
Graduates 330K
UNDERGRADUATE Growth from 2013 to 2014
+6%
Undergraduates ~221K
Graduates ~192K
6 SOURCE: Ins=tute of Interna=onal Educa=on. (2014). Retrieved from hJp://www.iie.org/opendoors
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0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
2006 2007 2008 2009 2010 2011 2012 2013 2014
Saudi Arabia
Vietnam
China
India
Canada
Japan
South Korea
Rest
Approximately 370,000 international undergraduate students in the U.S. in 2014
Top 7 countries
SOURCE: Ins=tute of Interna=onal Educa=on. (2014). "Interna=onal Students by Academic Level and Place of Origin, 2013/14." Open Doors Report on Interna=onal Educa=onal Exchange. Retrieved from hJp://www.iie.org/opendoors
Although overall int’l student mobility to U.S. universities continues to increase, recent trends reveal most of the growth derives from only a handful of source countries
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0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
2006 2007 2008 2009 2010 2011 2012 2013 2014
Saudi Arabia
Vietnam
China
India
Canada
Japan
South Korea
Rest
Approximately 370,000 international undergraduate students in the U.S. in 2014
Top 7 countries
Saudi Arabia
China
Rest of the World
CAGR: +33%
CAGR:+36%
CAGR: 0%
Since 2006
Vietnam
CAGR: +14%
SOURCE: Ins=tute of Interna=onal Educa=on. (2014). "Interna=onal Students by Academic Level and Place of Origin, 2013/14." Open Doors Report on Interna=onal Educa=onal Exchange. Retrieved from hJp://www.iie.org/opendoors
8
Although overall int’l student mobility to U.S. universities continues to increase, recent trends reveal most of the growth derives from only a handful of source countries
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78,527
138,115
54,839
104,639
42,622
53,704
30,007
44,923
22,476
37,857
14,300
18,833
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
FY09 FY10 FY11 FY12 FY13 FY14
SAT Registra2on Volume by Region, FY09-‐FY14
Global aspirations to study in the U.S. continue to rise
~243,000
~400,000 Sub-‐Saharan Africa
South & Central Asia Europe & Eurasia
Americas
Middle East & North Africa
East Asia & The Pacific
NOTE: Data indicate all SAT 1 and 2 registra=ons outside of the U.S. SOURCE: College Board internal analysis, SAT 1 & 2 registra=ons FY 2008/9-‐2013/14.
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Ambitions to study in the U.S. are pronounced in the Middle East/North Africa & Asia
EAST ASIA & THE PACIFIC
+12%
AMERICAS +5%
EUROPE & EURASIA +8%
+14%
SUB-SAHARAN AFRICA
+6% +11% SOUTH &
CENTRAL ASIA
MIDDLE EAST & NORTH AFRICA
Interna=onal Average
CAGR since FY 2009
10%
10
Five-‐year Compound Annual Growth Rate of SAT 1 & 2 Registra2ons (FY09 – FY14)
NOTE: Data indicate all SAT 1 and 2 registra=ons outside of the U.S. SOURCE: College Board internal analysis, SAT 1 & 2 registra=ons FY 2008/9-‐2013/14.
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SOURCE: From Banksy's Barely Legal exhibi=on in Los Angeles hJp://buff.ly/1HStlCk. 11 #aiea2015
International education shifting towards local schools with nontraditional/ hybrid instructional models
NOTE: Data indicate all graded AP exams taken outside of the U.S. SOURCE: College Board internal analysis, AP exams FY 2005/6-‐2012/14.
2,529 1,471
517
5,038
19,846
12,995
Interna=onal School Non-‐Interna=onal School Self-‐Study
AP Exam Volume in China by Segments, FY09 vs. FY14
2009 2014
15%
68%
91%
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13 #aiea2015 SOURCE: hJp://buff.ly/1CbJVtD
14 #aiea2015 SOURCE: hJp://buff.ly/1DZjCGD
International students are prized not only for fees, but because they add diversity to the campus
culture
SOURCE: hJp://buff.ly/1HSu8TP; ScoJ E Page, University of Michigan hJp://buff.ly/1HSu2LU 15 #aiea2015 15
STRATEGIES & PLANNING
§ How to scale recruitment? Top universities are gaining share.
A few market observa2ons
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Three out of 10 international undergraduates attend one of the top 50 institutions with the most international undergraduates
18 #aiea2015 NOTE: Figure represents degree-‐gran=ng U.S. ins=tu=ons; excludes for-‐profit ins=tu=ons and ins=tu=ons in U.S. Territories. SOURCE: Integrated Postsecondary Educa=on Data System (IPEDS) data from the Na=onal Center for Educa=on Sta=s=cs
262,876 254,462 256,676 266,484 278,642
304,305 319,218
340,592 361,015
390,700
422,919 24% 24% 25% 25% 25% 25%
26% 27%
28% 28% 29%
0%
5%
10%
15%
20%
25%
30%
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
450,000
500,000
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Share of In
terna2
onal Und
ergrad
uate Stude
nts in the To
p 50
Total Interna
2ona
l Und
ergrad
uate Enrollm
ent
Interna2onal Undergraduate Enrollment in the U.S., and Share of Total Enrolled in Top 50 Ins2tu2ons with the Most Interna2onal Undergraduates, 2003-‐2013
Total Interna=onal UG % in Top 50
Almost half of all international undergraduates are enrolled at doctoral/research universities and over two-thirds are in cities
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City 68%
Suburb 21%
Town 9%
Rural 2%
Degree of Urbaniza2on of U.S. Higher Educa2on Ins2tu2ons that Enroll Interna2onal Undergraduate
Students, 2013
Associate's 21%
Baccalaureate 8%
Doctoral/ Research 46%
Master's 22%
Specialized/ Tribal 3%
Carnegie Classifica2on of U.S. Higher Educa2on Ins2tu2ons that Enroll Interna2onal
Undergraduate Students, 2013
NOTE: Figure represents degree-‐gran=ng U.S. ins=tu=ons; excludes for-‐profit ins=tu=ons and ins=tu=ons in U.S. Territories. SOURCE: Integrated Postsecondary Educa=on Data System (IPEDS) data from the Na=onal Center for Educa=on Sta=s=cs
Mixed enrollment success
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§ How to scale recruitment? Top universities are gaining share.
§ Commission-based recruitmentAdoption increasing.
A few market observa2ons
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Number of Ins2tu2ons Represented
Base: 1118
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Source: ICEF igraduate barometer
§ How to scale recruitment? Top universities are gaining share.
§ Commission-based recruitmentAdoption increasing.
§ Pathway Programs Increased interest.
A few market observa2ons
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Industry Insights
Mobile App
For more information, please contact
Ben Waxman, COO & co-founder: bwaxman@intead.com
e-Publications
For more information, please contact
Ben Waxman, COO & co-founder: bwaxman@intead.com
Many Resources on Intead.com
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PRACTICAL APPROACHES
Average SAT scores of students attending EARCOS schools reveals outstanding levels of performance
International students’ SAT performance varies
27
506 488 467 484
552 524 511
404
507 514
590
519 503
591
673
583 538
619
495 504 482 473
545 551 507
436
526
U.S. Interna=onal Africa (Sub-‐Saharan)
Americas (excl. Canada & Bermuda)
Canada & Bermuda
East Asia & the Pacific
Europe & Eurasia Middle East & North Africa
South & Central Asia
SAT Mean Scores of Students by Geographic Region, 2014
Cri=cal Reading Math Wri=ng
NOTE: SAT means are based on the gradua=ng class of 2014's highest exam results up un=l the December 2014 administra=on. Indicators reflect students who reported a home address in the corresponding region. U.S refers to the 50 states of the U.S. Interna=onal refers to countries outside of the U.S. Interna=onal represents students repor=ng a home address outside of the U.S. SOURCE: College Board Enrollment Planning Service hJp://buff.ly/1xzW5MV | Internal analysis of the 2014 cohort up un=l the Dec. 2014 SAT administra=on.
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More U.S. ins=tu=ons will allocate resources, including financial aid, strategically to aJract interna=onal students
$579
$724
$823
$920 $938 $1,006
613
680 730
792 808 798
0
100
200
300
400
500
600
700
800
900
$0
$200
$400
$600
$800
$1,000
$1,200
$1,400
2008/09 2009/10 2010/11 2011/12 2012/13 2013/14
Num
ber o
f U.S. Ins2tu2
ons
Total Finan
cial AId
Millions
Number of U.S. Ins2tu2ons Awarding Financial Aid & Distribu2on of Financial Aid to Interna2onal Undergraduate Students, 2008/09-‐2013/14 Total Financial Aid Awarded to Interna=onal Students (in millions) Number of U.S. Ins=tu=ons Awarding Financial Aid
NOTE: Data excludes ins=tu=ons that did not respond to ques=ons in the Annual Survey of Colleges. SOURCE: Internal analysis of College Board Annual Survey of Colleges.
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Preparation for success at James Madison University in the USA
• INTERNATIONAL Year One: undergraduate pathway to over 70 bachelor's degrees • This intensive university pathway program is taught at the on-campus International
Study Center (ISC): • Proven success rate - 95% progression to a degree for ISC students in 2013 • Save money - costs less than direct entry to an undergraduate program • Save time - earn academic credits while improving your English language • Lower English levels accepted - minimum entry requirement is equivalent of TOEFL
45 iBT/IELTS 4.5 • Integrate into student life - full immersion in the US university experience
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Outreach Search Recruit Admit Yield Matriculate Retain Graduate
Outreach to community to support college aspira=ons; Inform about Ins=tu=on
Recruit and pursue best qualified students (prospects)
Select applicants for admission based on enrollment objec=ves
(admits)
Send offers and Financial Aid awards; Perform outreach ac=vi=es
Enroll, register and place students
Manage and maintain student persistence
Develop and manage alumni rela=onships
Research and iden=fy poten=al college-‐bound students (suspects)
College and University Enrollment Channel
An integrated international strategy should support your institution’s goals at many steps along the enrollment channel
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DISCUSSION AND Q&A
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