nagap winter institute intl enrollment management workshop
DESCRIPTION
As part of NAGAP's Winter Institute for graduate admissions professionals, I conducted a two hour workshop on international enrollment management along with Fanta Aw, VP for Campus Life & International Student & Scholar Services, at American UniversityTRANSCRIPT
www.EducationUSA.info
Implementing an Effective International Enrollment Model on Your Campus
Planning, Marketing & Recruitment: Options to Consider
Why Students Come
http://bcove.me/zzgwhapb
EducationUSA.state.gov
EducationUSA.state.gov
Goals of EducationUSA
1. Promote U.S. higher education to international students
2. Provide comprehensive, impartial information to help students find a school that is a good fit
3. Assist U.S. higher education community with recruitment and retention plans
Key Elements of an Effective IEM?
• Cross-campus support
• Student services in place
• Resources committed
• Research conducted
• Target markets identified
• SMART goals set
EducationUSA.state.gov
Questions to Ask? • What are our core programs/departments…?
– That want international students
– That can support them financially / professionally
• How unified are admissions policies…?
– For conditional admissions/ESL support
– For timelines on decisions & aid awarding
• Who provides campus-wide coordination…?
– of messaging
– of travel/scheduling
EducationUSA.state.gov
What recruitment works best? • Armchair
– Print/online brochures & advertising
– Social media outreach, engagement
– Webinars, virtual events
• Travel
– Individual v. Small group v. tours
• 3rd Party
EducationUSA.state.gov
Research Tools: Best Markets? External
• Open Doors
– Data tables
– Historical trends
• EducationUSA
– REACs
– Advisers
Internal
• Alumni offices
• On-campus international expertise
• Current international students & their parents
EducationUSA.state.gov
Open Doors
EducationUSA.state.gov
Breakdown by Region
Significant Grad Markets Open Doors – Top 10 1. China 76,830 2. India 63,624 3. S. Korea 22,468 4. Taiwan 13,269 5. Canada 11,618 6. Turkey 6,435 7. Iran 4,696 8. Japan 4,650 9. Saudi Arabia 4,604 10. Thailand 4,321
• Fastest Growing of top 25 grad markets:
1. Saudi Arabia 32% 2. Iran 24.5% 3. Bangladesh 20% 4. China 15.6% 5. Nigeria 5.5%
Center & Country Fact Sheets • Downloadable pdfs
– Education System
– Higher Education Fairs
– Trends & Program Highlights
– Center contact details
– Center & Country Statistics
– Educational Authorities
– Academic Calendars and more!
EducationUSA.state.gov
Our Guiding Principles
• Live Where Your Audiences Live
• Get Connected, Stay Involved, Be Relevant
• Keep Them Coming Back For More
• Listen, Listen, Listen
• Your Name Matters
EducationUSA.state.gov
What’s best where?
• No one size fits all – except for messaging
• Tactics used/platforms considered – vary by country/region
• Market Intelligence – internal surveys of current & prospective international & external research
EducationUSA.state.gov
EducationUSA Global Communications Survey February 2011 Results
EducationUSA.state.gov
n. 5000+ respondents
How International Student Friendly is Your Admissions Site?
Importance of Messaging: Case Study
EducationUSA.state.gov
EducationUSA.state.gov
Key Facts about Social Media
• 75% of Facebook users outside the U.S. = 637.5 million
– 60% of those outside U.S. 16-25 yrs old = 382.5 million
– Available in 70 different languages
• 70% of YouTube views from outside the U.S.
– localized in 25 countries across 43 languages
• 60% of all Twitter tweets not in English
– 60% of users overseas 120 million
• 78% of Wikipedia articles not in English
– 267+ languages
EducationUSA.state.gov
How To Vote via Texting
1. Standard texting rates only (worst case US $0.20) 2. We have no access to your phone number 3. Capitalization doesn’t matter, but spaces and spelling do
TIPS
How To Vote via PollEv.com
Capitalization doesn’t matter, but spaces and spelling do TIP
How To Vote via PollEv.com/username
Capitalization doesn’t matter, but spaces and spelling do TIP
How To Vote via Twitter
1. Capitalization doesn’t matter, but spaces and spelling do 2. Since @poll is the first word, your followers will not receive this tweet
TIPS
Don’t forget: You can copy-
paste this slide into other
presentations, and move or
resize the poll.
• Source: http://wearesocial.net/blog/2011/11/tweets-english
Facebook dominates…
Not always the big 3 • China – Renren, QQ, 500 million internet users
• Russia – Vkontakte, Russian language, 111 million users globally
• Netherlands – Hyves, 11 million (2/3rd of Dutch population)
• Japan – Mixi, but Twitter recently surpassed Mixi in terms of total users
• Brazil – Orkut, but Facebook just surpassed & Twitter gaining fast
EducationUSA.state.gov
The China questions
• http://mashable.com/2011/11/30/china-social-networking – Youku, Sina Weibo, Sina blogs, Renren & Kaixin
• http://www.educationusachina.com/school/usschool/t/faqs – Verification issues, and other China credential/travel questions from
our EdUSA team in Beijing
What social media are you using internationally?
Do you have these linked up on your
website?
Case study for linking accounts
• February 2009 launch dates for 4 key EdUSA platforms: Separate YouTube, Facebook page, Twitter feed, blog
– First 9 months: 957 video views, 785 fans, 235 followers, 100 blog reads
• November 2009 re-launch our website with links to our social media platforms
• October 2010 reports:
– YouTube up 2537% 25,420 video views
– Facebook up 963% 8,344 likes/fans
– Twitter up 231% 779 followers
– Blog up 900% 1000 reads
EducationUSA.state.gov
EducationUSA.state.gov
Facebook Page
• Over 30,000 fans or ‘Likes’
• Events and Links posted
• Photos/Videos
• www.Facebook.com/EducationUSA
• Links to 180+ individual EducationUSA center Facebook profiles, groups, & pages
YouTube Channel • 120 college & university videos
profiled
• Ten playlists of our network’s content
• 108,000+ uploaded views (as of January 2012)
• 100+ uploaded videos
EducationUSA.state.gov
Twitter feeds • For U.S. institutions… • For students…
EducationUSA.state.gov
http://twitter.com/#!/EdUSAtips/educationusa/members
Webinars, Chats & Virtual Events • Primary Webinar Platforms:
– Adobe Connect
– WebEx
– GoToMeeting
• Chat options:
– Different vendors (like Hobsons)
– Skype, Live Messenger, Meebo, Facebook Group chat, Google+ hangouts
• Virtual Recruitment Events:
– CollegeWeekLive International Day
– Hobsons Virtual Student Fair
– EducationUSA Virtual College Fair
Final Thoughts on Social Media
• “ Are you using social media to blare your message, or are you taking the time to create connections that pay off with real results.” – Mike Petroff (.eduGuru)
– White paper on: Why your school’s social media strategy is falling behind
Source: http://www.fathomseo.com/resources/guides/social-media-marketing.asp
Free tools to promote your institution abroad
• Alumni
• Current international students
• Study/intern abroad students
• EducationUSA global, regional & country level services
EdUSA Connects • Phase I – Began December 2010
– U.S. institutional reps to students & EducationUSA advisers
– 100 sessions reached 4300+ live, 24,000 recorded views on our site, & 42,000+ downloads of session podcasts on iTunes
• Phase II – Began April 2011
– EducationUSA REACs & Advisers to U.S. higher ed community
– Regional information on recruitment opportunities, credentials, & national scholarship programs
• Phase III – Began November 2011
– Virtual College Fair: 130+ institutions participated with over 1200 students visiting virtual presentations
EducationUSA.state.gov
EducationUSA.state.gov
Submit Information to Weekly Update
400 + Centers in 170 Countries Newsletters Websites Social Media Email Groups Advising Sessions Radio/TV/Print New:
Financial Aid Search Engine
RSS Feeds!
http://educationusa.info/highered.php
EducationUSA.state.gov
Send Materials to Our Centers
• Downloadable spreadsheet
– Includes mailing addresses (some of which are domestic pouch or APO addresses)
– Lists exactly which items can be received
– Lists maximum quantities of each item that can be sent
EducationUSA.state.gov
EducationUSA.state.gov
Next Steps • Log in to www.EducationUSA.state.gov
o Sign-up to request a login; receive HEI News; send information to Weekly Update; & use resources on website
• Attend EducationUSA events: EducationUSA Fairs, Regional Conferences and Webinars
• Next Regional Conference – East Asia and Pacific Triennial Conference, March 31 – April 2, 2012
• EducationUSA Forum, Washington DC, June 27-29, 2012
Strategic International Enrollment & Internationalization
Fanta Aw, PhD
American University
External and Internal Influences
Key Factors for an IEM Model
• Internationalized Curriculum
• Campus Readiness
• Data Intelligence
• 360 degree- Holistic
• 3 R’s “Recruitment, Retention, Re-entry”
• Success/Assessment
Contact Information
Marty Bennett
EducationUSA Outreach Coordinator Institute of International Education
Fanta Aw Assistant VP, Campus Life & ISS
American University [email protected]
EducationUSA.state.gov