know your neighborhood nafsa 2015
TRANSCRIPT
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Julio Ronchetti President, FPP Edumedia
Benjamin Waxman Chief Executive Officer, Intead
Ken Janjigian, M.Ed. Director English Language and Training Academy (ELTA), American University
Michelangelo Balicco Manager International Relations, Università Cattolica del Sacro Cuore
Know Your Neighborhood International Recruiting Fueled by Regional Insights
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Welcome to this presentation:
Know Your Neighborhood
Julio Ronchetti
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“An investment in knowledge always pays the best interest.”
Benjamin Franklin
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What’s the best time
to send an email to Brazilian students?
Whose idea is it for a
Vietnamese to study abroad?
Whom are Spanish students most likely to trust for
recommendations about where to study abroad?
and the Emirati?
What are the main reasons for a
Colombian student to study
abroad?
What are the most
important goals in the next seven years of an Indonesian student?
What time of day are Mexican students most
likely to explore their social media accounts
and read posts?
What does a Peruvian student
most care about achieving?
And Thai students?
What are the first three
things Asian students look for when they are
evaluating a university? And Latin American
students?
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807,719 Students 35,390 Responded
2.5 Days
Brazil Chile
Colombia Ecuador Mexico
Peru Venezuela Indonesia Vietnam Malaysia Thailand
Philippines Italy Spain
Students from 94 countries answered the 22 question survey
22 Questions
70%
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Arthur Ashe Stadium 22,547 people capacity New York - USA
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Who is competition for your school in the 21st Century?
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Do you Recruit international students to your programs?
or Do you Sell your programs to
International Students ?
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Know Your Neighborhood: Know Your Neighborhood:
What? and Why?
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807,719 Students 35,390 Responded
2.5 Days
Brazil Chile
Colombia Ecuador Mexico
Peru Venezuela Indonesia Vietnam Malaysia Thailand
Philippines Italy Spain Gulf
Students from 94 countries answered the 22 question survey
22 Questions
70%
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Respondents
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First Dreamed of Study Abroad
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International Travel Influences Decision to Study Abroad
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Whose Idea to Study Abroad?
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Whom Do You Trust?
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Whom Do You Trust?
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Whom Do You Trust?
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Reasons to Study Abroad
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Reasons to Study Abroad
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Reasons to Study Abroad
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Reasons to Study Abroad
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Goals in Next 7 Years
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Goals in Next 7 Years
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Goals in Next 7 Years
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Goals in Next 7 Years
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What Do You Evaluate When Choosing…
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Email Marketing
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Explore Social Media
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Select Comparison
Get a good educa+on
Pursue my specific academic interests
Achieve important things
Why study abroad? (Top 3)
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Select Comparison
Advanced degree in my field
Speak English fluently
Get a sa+sfying job
Goals (Top 3)
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Select Comparison
Whom do you trust? (Top 3)
University admissions rep
Someone in my profession of interest
Professor in my academic field
Student at university in my target country
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Know Your Neighborhood: International Recruiting Fueled
by Regional Insights
Ken Janjigian, M.Ed. Director English Language and Training Academy (ELTA)
American University
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§ International Gateway Program – IGP (2012) § Conditional admission bridge program for undergrads and
study abroad students; split into two levels in 2014
§ Graduate IGP (2013) § Conditional admission bridge program for grad students
§ Part-time English Language Program – ELP (2013) § Evening courses (TOEFL Prep and Business Communication)
for local non-native speakers
§ Intensive ELP (2015) § Full-time IEP offering visa support
English Language and Training Academy (ELTA) at American University
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International Recruiting for ELTA
IGP – Undergraduate § Students are admitted via undergrad admissions, Washington Semester
Program, and Abroad at AU.
§ F-1 vs J-1 Recruiting
§ Differences between China and Japan within Undergrad IGP
§ Splitting IGP into levels I and II – demographic changes! § Lack of scholarships, but discounts
IELP § Admission is directly through our school – School of Professional &
Extended Studies (SPExS)
§ Launching this fall
§ Challenges – budget, where to recruit, diversity beyond China and Saudi Arabia
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IGP (Undergraduate) Enrollment by Student Cohort
Program Growth
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IGP Student Demographics
IGP (Undergraduate) Students by Region, Fall 2013—Fall 2015
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IGP Student Demographics
IGP (Graduate) Students by Region, Summer 2013—Summer 2015
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IELP RECRUITMENT International Recruiting for ELTA
Various Methods § Student fairs – EDUEXPO, EDUSA
§ Social Media § Websites – paid and unpaid (IIE, APPLYESL, Study in the USA,
ESLGOLD, Google ads)
§ Email Blasts § Former students
§ SACM
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Know Your Neighborhood: International Recruiting Fueled
by Regional Insights
Michelangelo Balicco Università Cattolica del Sacro Cuore
Head of International Marketing Office
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External Organized Effort
International Education data
Internationalization data of your local companies
Local tourism board data
The immigration trend in your region/country
Internal Organized Effort
Analysis of the student enrollment data
International Agreements data
International admission data/records
Google Analytics data
Russia, Turkey, Brazil, Romania, Ecuador, Philippines, France…
How do you get to know your neighborhood? Through MARKETING RESEARCH!
It’s an organized effort of gathering, analyzing and interpreting raw data and in this specific scenario
today… to identify target markets!
Marketing Research
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Mr. Balicco, we need more students with
strong math and accounting backgrounds!
We want Indian students!
India??? We are a Catholic
university, we have never been there and it’s a very
competitive market…
Exploring a “New” Neighborhood
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STRENGTHS
Largest Catholic University in Europe A truly international staff team Commitment to customer support Well known Alumni/graduates Dedicated Recruitment budget Up-to-date process for International students Strong reputation in Italy
WEAKNESSES
Language barriers
3rd most expensive university in Italy
No comprehensive internationalization strategy
Small recruitment and marketing team
Not in the top 100 world rankings
No alumni strategy in place
OPPORTUNITIES
Business degrees taught in English Accessible visa procedures Strong partnership with national and international companies Outdoor Campus lifestyle Located in globally renowned locations (e.g. Milan host of Expo 2015, Rome the Eternal city) U
CSC
in
In
dia
U
CSC
In
sigh
ts
Approaching a “New” Neighborhood? Start with a tailored SWOT analysis!
THREATS
India is one of the most saturated markets and we are newcomers!
80 % Hindus – 13% Muslims – 2% Christians
Italy’s unstable economic conditions
Political issues between Italy and India (South of India)
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Goal: Find relevant data to understand the Indian
market and make the right decisions in short time!
IN HOUSE TOOL: SURVEY Facebook campaign
Landing page on the website
Academic reputation Strong Career Service Support services for Indian students Leisure activities
The Italian Higher Education System: Help us to better present our scholarship policy and our English-taught degree programs in India!
Indicate 5 countries where you would like to study in Europe, except for the UK:
Germany Denmark Norway
Which type of information would you like to receive from an Italian university? (click all that apply)
Language of instruction Prices & Scholarship opportunities Programs offered Visa procedures Tutorship
Which features would you like to see most in Italian universities?
+
“Macro-Marketing Profiling Tools
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Avoid main cities… too much competition from the big players
Research geographic origins of the Indian community in Italy
Concentration of Catholic Comunity in India
Focus on English-taught progams
Dedicated immigration support
Avoid Indian tech hubs
Promote in areas where Italy excels in exporting goods
Problems identified
Low rankings
Worried to fit socially
Safety
Language Barrier
Visa procedure
No engineering degrees in English
Unstable economic situation
Possible solutions
“Macro-Marketing Profiling Outcomes
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Study Abroad
Low percentage of students compared to other parts of India;
Students (not parents) are the decision makers
Expectations
Fit socially both inside and outside the University
Having a personalized support system available
Personal enrichment
Study Abroad
Strong UK focus Parents have larger weight in the decision making process
Expectations
Having a personalized support system available
Scholarship opportunities and strong connections between university and businesses
To have available experience of previous/current Punjabis in the territory
Insider information available from local PR companies or a local representative
PUNJAB
Information provided by: Times of India
(Times education supplement)
Information provided by: Hinduistan Times
(Horizon education supplement )
“Macro-Marketing Profiling from National to Local
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“Macro-Marketing Profiling from National to Local
PUNJAB
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Investments Results € 7.000 PR Times of India € 5.000 PR Hinduistan Times € 1.800 Travel expenses € 1.000 Facebook campaign Total expenses = € 14.800
3 students from Goa Total 1st year tuition fees: € 36.000 5 students from Punjab Total 1st year tuition fees: € 50.000 Total fees from India: € 86.000
“Macro-Marketing Profiling Outcomes
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Tips to Take Away
Data informs your marketing decisions Without data driving your decisions your investment is...