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Trends, Challenges, and Implications in International Admissions

FUTURE(IM)PERFECT?

Wednesday, 1 June 2016NAFSA (Denver, 2016)

Introductions

Future (Im)perfect? Trends, Challenges, and Implications in International Admissions

Pamela Barrett, CEO and Director (Barton Carlyle)Craig Riggs, Editor, ICEF Monitor (ICEF)Eddie West, Director of International Initiatives

(NACAC)Martha-Marie Kleinhans, Senior Associate, North

America (Barton Carlyle)

Craig RIGGSEditor, ICEF Monitor

ICEF1

Future (Im)perfect? Trends, Challenges, and Implications in International Admissions

This Moment in Time(And What Happens Next)

Pamela BARRETTCEO and Director

Barton Carlyle2

Future (Im)perfect? Trends, Challenges, and Implications in International Admissions

Risk in international strategy

Top Tips:• Consider how most effectively to differentiate your institution

• Invest in market research and in your staff team

• Invest in travelling to and working within markets

• Consider market entry costs and ease of operating in markets

• Measure the effectiveness of all your routes to market

• Match your promotion to your program portfolio

• Document your delivery so that it will be replicable and scalable

• Carefully explore opportunities for collaboration

• Balance developing vs exploratory markets

• Understand your institution’s risk appetite to develop a coherent strategy

Summary of key insights: As competition in markets increases, risk mitigation planning can be a helpful tool to help you balance the risks and rewards of international enrolment management.

Eddie WESTDirector of International Initiatives

NACAC3

Future (Im)perfect? Trends, Challenges, and Implications in International Admissions

Eddie West

Director of International Initiatives

National Association for College Admission Counseling

State of College

Admission Report

Importance of International Students in Overall

Recruitment Strategy Over Next 3 Years

37%

30%

20%

10%

0%

40%

70%

60%

50%

More Important Same Less Important

Perc

ent

of

Resp

ondents

2014

61%

2%

Average # of Countries

All Responding Institutions 9.6

Total Full-Time Undergraduate EnrollmentFewer than 3,000 students 7.3

3,000 to 9,999 14.7

10,000 or more 14.6

There were significant differences in the number of countries where institutions actively recruit by enrollment size (F (2, 147)=6.1, p < .01) and selectivity (F (3,145) = 3.3, p < .05).

Average Number of Countries Where Institution

is Actively Recruiting International Students

2015

0 20 40 60 80 100

Alumni

High School Visits

Federal Government Support

Partnerships with Overseas Colleges

Utilize Agents

College Fairs

Overseas High School Visits

Hosted Campus Visit

Social Media

High School Counselor

E-mail

Website

% of Institutions Attributing Considerable Importance to Various International Recruitment Strategies, for First-Time Freshman

Other strategies: Test-optional policy (9.7%), Conditional Admission Policy (9.6%), Direct Mail (9.4%),

State/Regional Recruitment Consortium (8%), Community-Based Organization (6.4%) 2015

Use of International Recruitment Agencies

Respondents working with agencies to recruit

international students

2014: 30 percent

2015: 37 percent

Among respondents not working with agencies, those

reporting the strategy is under active consideration

2014: 30 percent

2015: 20 percent

Importance of International

Recruitment Agencies, as a strategy

39%

28%

3%

0%

5%

25%

20%

15%

10%

30%

35%31%

40%

45%

Considerable

Importance

Moderate

Importance

Limited

Importance

No

Importance

Note: Includes Only Institutions that Use Agents 2015

Agency-related Quality Assurance practices

8%

38%

79%

94%

7%

38%

42%

48%55%

70%

86%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

List agency contractors on a student-

facing web site

Provide agency with a training

manual

Require recommendations from other

U.S. institutions

Conduct in-person training sessions

Regurlarly assess outcomes of studentsrecruited by agency

Require agencies to enter into formalcontract with the institution

2015

2014

2015 Survey: 34 percent required agencies to be certified or trained by an external organization.

Q & A4

Future (Im)perfect? Trends, Challenges, and Implications in International Admissions

ConclusionsSome reflections on our

take-aways from today5

Future (Im)perfect? Trends, Challenges, and Implications in International Admissions

Craig Riggs, Editor, ICEF Monitor (ICEF)Pamela Barrett, CEO and Director (Barton Carlyle)Eddie West, Director of International Initiatives (NACAC)Martha-Marie Kleinhans, Senior Associate, North America (Barton Carlyle)

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