Nagap winter institute intl enrollment management workshop
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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 University
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Nagap winter institute intl enrollment management workshop
- 1. Implementing an Effective International Enrollment Model on Your Campus Planning, Marketing & Recruitment: Options to Consider www.EducationUSA.info
- 2. Why Students Come http://bcove.me/zzgwhapb EducationUSA.state.gov
- 3. 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 EducationUSA.state.gov
- 4. 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
- 5. 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
- 6. 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
- 7. Research Tools: Best Markets? External Internal • Open Doors • Alumni offices – Data tables • On-campus – Historical trends international expertise • EducationUSA • Current international – REACs students & their – Advisers parents EducationUSA.state.gov
- 10. Significant Grad Markets Open Doors – Top 10 1. China 76,830 2. India 63,624 • Fastest Growing of top 25 3. S. Korea 22,468 grad markets: 4. Taiwan 13,269 1. Saudi Arabia 32% 5. Canada 11,618 2. Iran 24.5% 6. Turkey 6,435 3. Bangladesh 20% 7. Iran 4,696 4. China 15.6% 8. Japan 4,650 5. Nigeria 5.5% 9. Saudi Arabia 4,604 10. Thailand 4,321
- 12. 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
- 13. 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
- 14. 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
- 15. EducationUSA Global Communications Survey February 2011 Results n. 5000+ respondents EducationUSA.state.gov
- 16. How International Student Friendly is Your Admissions Site?
- 17. Importance of Messaging: Case Study EducationUSA.state.gov
- 19. 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
- 20. How To Vote via Texting 1. Standard texting rates only (worst case US $0.20) TIPS 2. We have no access to your phone number 3. Capitalization doesn’t matter, but spaces and spelling do
- 21. How To Vote via PollEv.com TIP Capitalization doesn’t matter, but spaces and spelling do
- 22. How To Vote via PollEv.com/username TIP Capitalization doesn’t matter, but spaces and spelling do
- 23. How To Vote via Twitter 1. Capitalization doesn’t matter, but spaces and spelling do TIPS 2. Since @poll is the first word, your followers will not receive this tweet
- 27. Not always the big 3 • China – Renren, QQ, 500 million internet users • Russia – Vkontakte, Russian language, 111 million users globally • Netherlands – Hyves, 11 million (2/3 of Dutch population) rd • Japan – Mixi, but Twitter recently surpassed Mixi in terms of total users • Brazil – Orkut, but Facebook just surpassed & Twitter gaining fast EducationUSA.state.gov
- 28. 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
- 29. What social media are you using internationally? Do you have these linked up on your website?
- 30. 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
- 31. 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 EducationUSA.state.gov
- 32. 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
- 33. Twitter feeds • For U.S. institutions… • For students… http://twitter.com/#!/EdUSAtips/educationusa/members EducationUSA.state.gov
- 34. 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
- 35. 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
- 36. Free tools to promote your institution abroad • Alumni • Current international students • Study/intern abroad students • EducationUSA global, regional & country level services
- 37. EdUSA Connects
- 38. 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
- 39. 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
- 40. 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
- 42. 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 EducationUSA.state.gov
- 43. Strategic International Enrollment & Internationalization Fanta Aw, PhD American University
- 44. External and Internal Influences
- 45. Key Factors for an IEM Model • Internationalized Curriculum • Campus Readiness • Data Intelligence • 360 degree- Holistic • 3 R’s “Recruitment, Retention, Re-entry” • Success/Assessment
- 46. Contact Information Marty Bennett EducationUSA Outreach Coordinator Institute of International Education mbennett@educationusa.info Fanta Aw Assistant VP, Campus Life & ISS American University fanta@american.edu EducationUSA.state.gov