How to strategically target IS (International Students)

Case studies from University of Birmingham Sport

Strategy

Internal/External partnerships

Actions

SocialCourse/Hall buddies

Uni culture/location

Own Culture

FinancialFamily funding (50%)Self funding (25%)Loans/grants (25%)

EducationStudy hoursLevelFuture career/Family pressure

Barriers

Internal CommunicationoHallsoInternational OfficeoEISUoColleges

FamiliesoOn campusoLifestyle changeoIndependenceoAcademic/financial pressure

FinancialoBudget livingoOwnership – parents/loansoPart-time job

Continued engagement

oOne-off eventsoFeedback/surveyoContacts

CulturaloReligionoFood/drinkoLanguageoSocialoHobbies/activities

External Communication

oPre-course materialoIntroduction to University lifeoLocal groups/places of worship

2008-09: Football festival80+ enteredGreat awareness for University Sport – Pro vice Chancellor awarded medalsShowcase – outdoor pitches during Intl WeekMale orientatedNo measure of re-engagement

2009-10: Futsal festival100+ enteredGood links with Intl officeLead into Futsal Intra-mural leagueMale orientatedSport specific – culture specific?

2010-11: Mixed sports festivalBetter variety – female inclusionBad communication between Intl office and SportOnly 10 people turned upNegative marketing?

o Linked with EISU (English for international students unit)o Set up “multi sports afternoons” – table tennis, basketball, badmintono Run by EISU volunteerso Regular 40+ numbers per week for 10 weeks

Good way of introducing new students to the facilitiesUtilising “quiet” time during summer vacationTested popular sportsCreated a routine – weekly activity

• Determine what/when/how events can be offered:• Sports events, taster sessions, cost, pre-term, vacation, family provision

• Meet with an International Events Group:• Representatives from Guild, Accom, Colleges, EISU, Sport, Chaplaincy,

ISAS

• Create a marketing strategy which involves all related departments – limits bombardment and confusion… “one stop shop”

• Update local media i.e. website/posters/social media

• Recruit volunteers

• Run the event and collectparticipant contact details forfuture engagement

International Office

EISU (English for International Students Unit)

Guild Office/VPS

Guild Societies

Marketing

• Train sports staff in cultural awareness and inter-cultural communication

• Integrate planning & delivery with University Intl Office

• Consider range of activities attractive to intl students (including clubs)

• On-going provision through period of study

• Offer combination of mixed and culturally-specific groups

• Consider how to use sport to encourage intl student integration with the local community

• Cost: be clear on costs prior to arrival &/or consider adding annual fee to intl tuition fee

• Consider design/content of web-site and use of peer-to-peer social media network around sport

• Offer mix of formal and informal activities

• Balance alcohol and non-alcohol events

• Promote benefits of volunteering• Promotes integration with domestic students & local community• Enhance employability• Assists language, other skills and cultural awareness

• Offer incentives for participation e.g. certificates, plus emphasise the value to CVs

Catherine AdamsParticipation Development Manager

c.a.adams@bham.ac.uk0121 414 3781