NAFSA: Association of International Educators Annual Conference : Houston, TX

May 30, 2012

(First presented at NAFSA Vancouver June 2011)

Comprehensive Strategic International Enrollment

Management: Recruitment, Retention, and Reentry

• Evaluate institutional strategy for international enrollment management;

• Identify successful models for a collaborative approach which encompasses the entire international student experience;

• Identify best practices which can be replicated

Objectives

• Research on US students, primarily freshmen

• Research on minority students

• Very little research on international student retention

Research on Retention

• Alexander Astin – 35 years of research – Student involvement is key

• Vincent Tinto – Involvement is key – Persistence and integration must be social &

academic

• Seidman’s retention formula – Early identification + (early + intensive + continuous)

intervention

International Students: Strengthening a Critical Resource,

Maureen S. Andrade and Norman W. Evans

Retention Theories

Early Identification

Early Intervention

Intensive Intervention

Continuous Intervention

Seidman’s Retention Formula

IEM is a focused strategy on the successful recruitment, admission,

advising, enrollment, retention and re-entry of international students translated

into an operational plan. It provides data-based direction on where to focus campus-wide resources to ensure that

institutional goals are met.

International Enrollment Management (IEM)

Integrated Enrollment Management Strategy from Recruitment to Re-Entry:

American University’s Collaborative Model

Recruitment & Application

Admission & Conversion

Anti-Melt Retention

Re-Entry

• International enrollment management (IEM) planning & strategy discussions www.nafsa.org/IEMresources

• Registrar, UG academic studies dean, academic units, IA collaboration to set course equivalency policies

• Jointly hosted campus events

• Local outreach

• Student school visits during vacations

• ISSS, Education Abroad (EA), Alumni Relations, International Admissions (IA) collaboration

Recruitment & Application

• Facebook & Calling campaigns + follow up

• Overseas conversion events with parents, alumni, study abroad students

• ISSS staff & international students join IA at campus open house events

• Summer send off events

• Passing the communication baton from IA to ISSS

Admission & Conversion

• Immigration document issuance

• Student to student summer outreach

• Track status from deposit to arrival

• ISSS summer communication with deposited students

• IA & academic units

Anti-Melt

• IA recommends new students to get involved with ISSS programs

• ISSS and IA jointly host orientation week events • US Global Nomad events • Joint monitoring of

student GPAs • Academic early

intervention • Data analysis shared • IA shares feedback

from parents overseas

Retention

• Empower new alumni with AU information (admissions and campus life) for the transition home

• Connect alumni with EducationUSA Centers and schools back home

• Invite alumni to help at fairs, dinners, recruitment and conversion outreach events

• Connect new alumni with their home country alumni network

Re-Entry

Brainstorming….

What are your opportunities to Connect, Communicate and Collaborate for a successful recruitment to re-entry international enrollment management strategy?

Recruitment & Application

Admission & Conversion

Anti-Melt Retention

Re-Entry

What do you need to do to develop an IEM plan that integrates

Recruitment, Retention and Reentry to reflect your institution’s vision, strengths, resources, & goals?

1. You have just been hired by an institution of higher learning to increase the

number of international student attendees. You’re not sure of exact goals, resources, or campus allies, but your timeline is tight…..

2. You’ve been at your institution for a number of years and work with international students – perhaps in ISSS. However, you have not directly been involved in international marketing, recruitment, admissions, or enrollment management. You are noticing certain retention, academic or socialization trends among your international student population and need further input to advocate for new/expanded programming or other support services.

3. Your institution is new to internationalization and would like you to develop a comprehensive multi-year IEM plan to successfully integrate recruitment, retention and re-entry strategies.

4. You’ve been involved in recruiting/admissions for a while and are now looking at trends, retention and other indicators to help shape your institution’s future IEM directions.

CONNECT: Who are your current (C) or potential (P) partners?

C P C P

ISSS INTERNATIONAL ADMISSIONS

UNDERGRAD ADMISSIONS GRADUATE ADMISSIONS

CURRENT INTERNATIONALS INTERNATIONAL FAMILIES

ACADEMIC UNIT ADVISERS FACULTY

EDUCATION ABROAD STAFF REGISTRAR

FINANCIAL AID OFFICE ESL SERVICES

“DATA DIVAS” STUDENT SUPPORT SERVICES

STUDENT ACTIVITIES STAFF HOUSING

MARKETING/PUBLICATIONS DEANS, PROVOST, SIO’S

DEVELOPMENT/ALUMNI COMMUNITY PARTNERS

PROGRAM SPONSORS OTHER?

Home Country Partners:

C P C P

EDUCATIONUSA FULBRIGHT COMMISSIONS

SECONDARY SCHOOL COUNSELORS

UNIVERSITY INTERNATIONAL OFFICES

ALUMNI/ALUMNI CHAPTERS

COMMUNICATE: International Admissions—what do you know

about your ISSS Office?

PHILOSOPHY/MISSION TIMELINES

REGULATIONS AND PROGRAMMING

COMMUNICATION PLAN WITH STUDENTS

ORG CHART AND STAFFING PROCESSES

DATA USED ACTIVITIES AND CALENDAR

RESOURCES OPPORTUNITIES FOR STUDENTS TO GET INVOLVED

MUTUAL GOALS OTHER?

COMMUNICATE: ISSS– what do you know about your

International Admissions Office?

STRATEGIC GOALS TARGETED RECRUITMENT POPULATIONS

ORG CHART AND STAFFING WHEN AND WHERE TRAVELING

PROCESSES RESOURCES

DATA USED ADMISSION REQUIREMENTS

INCOMING STAR STUDENTS/WEAKER STUDENTS

HOW TO ACCESS INFORMATION ABOUT STUDENT RECORDS

HOW TO ACCESS INFORMATION ABOUT FAMILIES

ON-CAMPUS INTERNATIONAL VISITS AND EVENTS THAT ISSS STAFF CAN HELP SUPPORT

International Admissions and ISSS—How

can/do you communicate?

FACE TO FACE MEETINGS HEADS UP CALLS/EMAILS

DURING RECRUITMENT PHASE DURING ADMISSIONS/CONVERSION

DURING PRE-ARRIVAL TRANSITION

DURING INTERNATIONAL ORIENTATION

DURING RETENTION PHASE DURING GRADUATION AND REENTRY PHASE

AFTER INTL TRAVEL & MEETINGS WITH PARENTS, COUNSELORS

OTHER?

• Share information • Identify mutual goals • Develop a coordinated and seamless joint

communication plan with students • Get to know new and current students and

families • Get to know your International Admissions and

ISSS colleagues • Be pro-active: Connect no matter what the

reporting lines and org chart say!

Tips for Successful Collaboration

• Sandy Soohoo-Refaei, International Programs, Linfield College, ssoohoo@linfield.edu

• Evelyn Levinson, Office of Enrollment, American University, levinson@american.edu

• Kristina Thompson, International Student Services, American University, kthomps@american.edu

• Heidi Gregori-Gahan, International Programs and Services, University of Southern Indiana, gahan@usi.edu

• Fanta Aw, Asst VP of Campus Life, Director of ISSS, American University, fanta@american.edu

Resources

• www.nafsa.org/IEMresources • International Students: Strengthening a Critical Resource,

Maureen S. Andrade and Norman W. Evans • May 2012 NAFSA Conference, Houston – 3Rs of IEM 2 hour

seminar • Nov 2011 MSACROA Conference, Atlantic City – 3Rs of IEM

session • June 21, 2011 NAFSA Webinar on International Student

Retention • June 17, 2011 WES Webinar on Recruitment in Middle East • May 2011 NAFSA Conference, Vancouver – 3Rs of IEM

session

Resources