nafsa13
TRANSCRIPT
Can Advanced Calculus provide the answer?
Process > Promotion
If you don’t know what’s important
to your students…
How do you know what’s important
to you?
…..How do you know what’s
important to you?
If you don’t know what’s important
to your students…
How do you know what’s important
to you?
…..How do you know what’s
important to you?…
Setting the context
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Increasing global competition for international students
Rising number of international undergraduates
Institutional enrollment goals
Creating a better prepared campus climate
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Integration challenges
Overreliance on delivery channels
Gap in recruitment and marketing content
Misleading information
Communication Roadblocks & Challenges
Examples
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When is college marketing false advertising?
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“International students earn, on average $1,500 during the academic year. This employment provides
student with sufficient funds to pay for books and pocket
money for the academic year.”
“As a globally diverse campus,
College USA’s student body is rich in cultural fabric from 48 states and 45
countries.”
Goal: To create an overarching state-of-the-art student lifecycle communication strategy
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Provide clear, concise and friendly content
Evaluate metrics and mechanisms
Define outcome objectives
Differentiate communications
Leverage high-impact modes of delivery
Here’s what current students are saying…
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“Calculate your expenses carefully because the reality of moving to a new country and living here costs more than
one anticipates.”
“There are too many students from my home
country here.”
“Orientation was helpful but I wish there was more information on
class mechanisms, grading…and how
the University works.”
“There should be more help to applicants
with their application.”
“Please don’t fool international incoming freshmen. They should
know the risks of not getting a job or job
training while in college here.”
“I really hope the school have a
small pamphlet…telling
students what should they do
and what is important [sic].”
Communication & coordination strategies
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Strategies
Application Process
• Increased transparency in the application process• Automated responses to students once documents are
received• Established critical decision “gateways” for applicants
Employment and Job training
• Clarified talking points for admission counselors• Developing a series of seminars for new students• Collaborating with Career Service offices
Cost of living • Provided a clear break-down of expenses on OIS website• Included cost of living material in print publications
Student Enrollment Profile
• Offered international enrollment data on the OIS website
Continuous improvement
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Goal: To communicate what matters, when it matters.
DifferentiateCommunications
• Creating an asset library to capture market intelligence• Redesigning website be more internationally friendly• Developing a Social Media Plan for target markets• Promoting current student blogs
Campus coordination • Collecting relevant communication data • Sharing new student experiences• Educating campus partners• Coordinating university-wide promotional material
Example: New student checklist
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“Gateway”
Transparent
Concise
Personal
Timely