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A New Era in Student Mobility:
Emerging Opportunities for International
Student Recruitment
Delores Blough, James Madison ...
Panelists
Delores Blough
Director, International Students & Scholar Services,
Office of International Programs,
James Madi...
Session Objectives
Learn best practices for leveraging data to inform your international
outreach tactics
Discuss practica...
Session Outline
•  Context & trends
•  Strategies & planning
•  Practical approaches
•  Open question, answer & feedback
CONTEXT & TRENDS
Undergraduates continue to drive international
student mobility to the U.S.
Undergraduates	
  
371K	
  
Graduates	
  
330K...
0	
  
50,000	
  
100,000	
  
150,000	
  
200,000	
  
250,000	
  
300,000	
  
350,000	
  
400,000	
  
2006	
   2007	
   200...
0	
  
50,000	
  
100,000	
  
150,000	
  
200,000	
  
250,000	
  
300,000	
  
350,000	
  
400,000	
  
2006	
   2007	
   200...
78,527	
  
138,115	
  
54,839	
  
104,639	
  
42,622	
  
53,704	
  
30,007	
  
44,923	
  
22,476	
  
37,857	
  
14,300	
  ...
Ambitions to study in the U.S. are pronounced in
the Middle East/North Africa & Asia
EAST ASIA &
THE PACIFIC
+12%
AMERICAS...
SOURCE:	
  From	
  Banksy's	
  Barely	
  Legal	
  exhibi=on	
  in	
  Los	
  Angeles	
  hJp://buff.ly/1HStlCk.	
  
11	
  #ai...
International education shifting towards local schools
with nontraditional/ hybrid instructional models
NOTE:	
  Data	
  i...
13	
  #aiea2015	
  
SOURCE:	
  hJp://buff.ly/1CbJVtD	
  
14	
  #aiea2015	
  
SOURCE:	
  hJp://buff.ly/1DZjCGD	
  
International students are prized not only for fees,
but because they add diversity to the campus
culture
SOURCE:	
  hJp:/...
STRATEGIES & PLANNING
§  How to scale recruitment?
Top universities are gaining share.

A	
  few	
  market	
  observa2ons	
  
#aiea2015 17
Three out of 10 international undergraduates attend one
of the top 50 institutions with the most international
undergradua...
Almost half of all international undergraduates are
enrolled at doctoral/research universities and over two-
thirds are in...
Mixed	
  enrollment	
  success	
  
#aiea2015 20	
  
§  How to scale recruitment?
Top universities are gaining share.

§  Commission-based recruitment
Adoption increasing. 
...
Number	
  of	
  Ins2tu2ons	
  Represented	
  
Base:	
  1118
#aiea2015 22	
  
Source: ICEF igraduate barometer
§  How to scale recruitment?
Top universities are gaining share.

§  Commission-based recruitment
Adoption increasing. 
...
Industry Insights
Mobile App
For more information, please contact
Ben Waxman, COO & co-founder: bwaxman@intead.com
e-Publi...
PRACTICAL APPROACHES
Average SAT scores of students attending EARCOS
schools reveals outstanding levels of performance
International students’ ...
More	
  U.S.	
  ins=tu=ons	
  will	
  allocate	
  resources,	
  including	
  financial	
  
aid,	
  strategically	
  to	
  a...
Preparation for success at James Madison University in the
USA
•  INTERNATIONAL Year One: undergraduate pathway to over 70...
Outreach	
   Search	
   Recruit	
   Admit	
   Yield	
   Matriculate	
   Retain	
   Graduate	
  
Outreach	
  to	
  
communi...
DISCUSSION AND Q&A
Aiea 2015 Emerging Opportunities for International Student Recruitment
Aiea 2015 Emerging Opportunities for International Student Recruitment
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Aiea 2015 Emerging Opportunities for International Student Recruitment

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Emerging Opportunities for International Student Recruitment. A joint presentation by representatives of The College Board, International Education Advantage (Intead) and James Madison University. Discuss trends and practical execution of international student recruitment.

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Aiea 2015 Emerging Opportunities for International Student Recruitment

  1. 1. A New Era in Student Mobility: Emerging Opportunities for International Student Recruitment Delores Blough, James Madison University Michael Waxman-Lenz, Intead Clay Hensley, The College Board
  2. 2. Panelists Delores Blough Director, International Students & Scholar Services, Office of International Programs, James Madison University, Harrisonburg, VA Michael Waxman-Lenz Chief Operating Officer, Intead Clay Hensley Senior Director, International Strategy & Outreach The College Board, New York, NY
  3. 3. Session Objectives Learn best practices for leveraging data to inform your international outreach tactics Discuss practical approaches for effective international student outreach and enrollment management Understand major trends related to international student mobility to the U.S.
  4. 4. Session Outline •  Context & trends •  Strategies & planning •  Practical approaches •  Open question, answer & feedback
  5. 5. CONTEXT & TRENDS
  6. 6. Undergraduates continue to drive international student mobility to the U.S. Undergraduates   371K   Graduates   330K   UNDERGRADUATE Growth from 2013 to 2014 +6% Undergraduates   ~221K   Graduates   ~192K   6   SOURCE:  Ins=tute  of  Interna=onal  Educa=on.  (2014).  Retrieved  from  hJp://www.iie.org/opendoors         #aiea2015  
  7. 7. 0   50,000   100,000   150,000   200,000   250,000   300,000   350,000   400,000   2006   2007   2008   2009   2010   2011   2012   2013   2014   Saudi  Arabia   Vietnam   China   India   Canada   Japan   South  Korea   Rest   Approximately 370,000 international undergraduate students in the U.S. in 2014 Top  7   countries   SOURCE:  Ins=tute  of  Interna=onal  Educa=on.  (2014).  "Interna=onal  Students  by  Academic  Level  and  Place  of  Origin,   2013/14."  Open  Doors  Report  on  Interna=onal  Educa=onal  Exchange.  Retrieved  from  hJp://www.iie.org/opendoors         Although overall int’l student mobility to U.S. universities continues to increase, recent trends reveal most of the growth derives from only a handful of source countries 7  #aiea2015  
  8. 8. 0   50,000   100,000   150,000   200,000   250,000   300,000   350,000   400,000   2006   2007   2008   2009   2010   2011   2012   2013   2014   Saudi  Arabia   Vietnam   China   India   Canada   Japan   South  Korea   Rest   Approximately 370,000 international undergraduate students in the U.S. in 2014 Top  7   countries   Saudi Arabia China Rest of the World CAGR: +33% CAGR:+36% CAGR: 0% Since  2006   Vietnam CAGR: +14% SOURCE:  Ins=tute  of  Interna=onal  Educa=on.  (2014).  "Interna=onal  Students  by  Academic  Level  and  Place  of  Origin,   2013/14."  Open  Doors  Report  on  Interna=onal  Educa=onal  Exchange.  Retrieved  from  hJp://www.iie.org/opendoors         8   Although overall int’l student mobility to U.S. universities continues to increase, recent trends reveal most of the growth derives from only a handful of source countries 8  #aiea2015  
  9. 9. 78,527   138,115   54,839   104,639   42,622   53,704   30,007   44,923   22,476   37,857   14,300   18,833   0   50,000   100,000   150,000   200,000   250,000   300,000   350,000   400,000   FY09   FY10   FY11   FY12   FY13   FY14   SAT  Registra2on  Volume  by  Region,  FY09-­‐FY14   Global aspirations to study in the U.S. continue to rise ~243,000   ~400,000   Sub-­‐Saharan  Africa     South  &  Central  Asia     Europe  &  Eurasia         Americas         Middle  East  &  North   Africa                 East  Asia  &  The  Pacific     NOTE:  Data  indicate  all    SAT  1  and  2  registra=ons  outside  of  the  U.S.     SOURCE:  College  Board  internal  analysis,  SAT  1  &  2  registra=ons    FY  2008/9-­‐2013/14.   9  9  #aiea2015  
  10. 10. Ambitions to study in the U.S. are pronounced in the Middle East/North Africa & Asia EAST ASIA & THE PACIFIC +12% AMERICAS+5% EUROPE & EURASIA+8% +14% SUB-SAHARAN AFRICA +6% +11% SOUTH & CENTRAL ASIA MIDDLE EAST & NORTH AFRICA Interna=onal   Average     CAGR  since  FY  2009   10%   10   Five-­‐year  Compound  Annual  Growth  Rate  of  SAT  1  &  2  Registra2ons  (FY09  –  FY14)     NOTE:  Data  indicate  all    SAT  1  and  2  registra=ons  outside  of  the  U.S.     SOURCE:  College  Board  internal  analysis,  SAT  1  &  2  registra=ons    FY  2008/9-­‐2013/14.   10  #aiea2015  
  11. 11. SOURCE:  From  Banksy's  Barely  Legal  exhibi=on  in  Los  Angeles  hJp://buff.ly/1HStlCk.   11  #aiea2015  
  12. 12. International education shifting towards local schools with nontraditional/ hybrid instructional models NOTE:  Data  indicate  all  graded  AP  exams  taken  outside  of  the  U.S.     SOURCE:  College  Board  internal  analysis,  AP  exams  FY  2005/6-­‐2012/14.   2,529   1,471   517   5,038   19,846   12,995   Interna=onal  School   Non-­‐Interna=onal  School   Self-­‐Study   AP  Exam  Volume  in  China  by  Segments,  FY09  vs.  FY14   2009   2014   15%   68%   91%   12  #aiea2015  
  13. 13. 13  #aiea2015   SOURCE:  hJp://buff.ly/1CbJVtD  
  14. 14. 14  #aiea2015   SOURCE:  hJp://buff.ly/1DZjCGD  
  15. 15. International students are prized not only for fees, but because they add diversity to the campus culture SOURCE:  hJp://buff.ly/1HSu8TP;  ScoJ  E  Page,  University  of  Michigan  hJp://buff.ly/1HSu2LU   15  #aiea2015   15  
  16. 16. STRATEGIES & PLANNING
  17. 17. §  How to scale recruitment? Top universities are gaining share.
 A  few  market  observa2ons   #aiea2015 17
  18. 18. Three out of 10 international undergraduates attend one of the top 50 institutions with the most international undergraduates 18  #aiea2015   NOTE:  Figure  represents  degree-­‐gran=ng  U.S.  ins=tu=ons;  excludes  for-­‐profit  ins=tu=ons  and  ins=tu=ons  in  U.S.  Territories.   SOURCE:  Integrated  Postsecondary  Educa=on  Data  System  (IPEDS)  data  from    the  Na=onal  Center  for  Educa=on  Sta=s=cs     262,876   254,462   256,676   266,484   278,642   304,305   319,218   340,592   361,015   390,700   422,919   24%   24%   25%   25%   25%   25%   26%   27%   28%   28%   29%   0%   5%   10%   15%   20%   25%   30%   0   50,000   100,000   150,000   200,000   250,000   300,000   350,000   400,000   450,000   500,000   2003   2004   2005   2006   2007   2008   2009   2010   2011   2012   2013   Share  of  Interna2onal  Undergraduate  Students  in  the  Top  50   Total  Interna2onal  Undergraduate  Enrollment   Interna2onal  Undergraduate  Enrollment  in  the  U.S.,  and  Share  of  Total  Enrolled  in   Top  50  Ins2tu2ons  with  the  Most  Interna2onal  Undergraduates,  2003-­‐2013   Total  Interna=onal  UG   %  in  Top  50  
  19. 19. Almost half of all international undergraduates are enrolled at doctoral/research universities and over two- thirds are in cities 19  #aiea2015   City   68%   Suburb   21%   Town   9%   Rural   2%   Degree  of  Urbaniza2on  of  U.S.  Higher  Educa2on   Ins2tu2ons  that  Enroll  Interna2onal  Undergraduate   Students,  2013   Associate's   21%   Baccalaureate   8%   Doctoral/   Research       46%   Master's   22%   Specialized/   Tribal   3%   Carnegie  Classifica2on  of  U.S.  Higher  Educa2on   Ins2tu2ons  that  Enroll  Interna2onal   Undergraduate  Students,  2013   NOTE:  Figure  represents  degree-­‐gran=ng  U.S.  ins=tu=ons;  excludes  for-­‐profit  ins=tu=ons  and  ins=tu=ons  in  U.S.  Territories.   SOURCE:  Integrated  Postsecondary  Educa=on  Data  System  (IPEDS)  data  from    the  Na=onal  Center  for  Educa=on  Sta=s=cs    
  20. 20. Mixed  enrollment  success   #aiea2015 20  
  21. 21. §  How to scale recruitment? Top universities are gaining share.
 §  Commission-based recruitment Adoption increasing. 
 A  few  market  observa2ons   #aiea2015 21  
  22. 22. Number  of  Ins2tu2ons  Represented   Base:  1118 #aiea2015 22   Source: ICEF igraduate barometer
  23. 23. §  How to scale recruitment? Top universities are gaining share.
 §  Commission-based recruitment Adoption increasing. 
 §  Pathway Programs Increased interest. A  few  market  observa2ons   #aiea2015 23  
  24. 24. Industry Insights Mobile App For more information, please contact Ben Waxman, COO & co-founder: bwaxman@intead.com e-Publications 
 For more information, please contact Ben Waxman, COO & co-founder: bwaxman@intead.com Many  Resources  on  Intead.com   #aiea2015 25  
  25. 25. PRACTICAL APPROACHES
  26. 26. Average SAT scores of students attending EARCOS schools reveals outstanding levels of performance International students’ SAT performance varies 27   506   488   467   484   552   524   511   404   507  514   590   519   503   591   673   583   538   619   495   504   482   473   545   551   507   436   526   U.S.   Interna=onal   Africa  (Sub-­‐ Saharan)   Americas  (excl.   Canada  &   Bermuda)   Canada  &   Bermuda   East  Asia  &  the   Pacific   Europe  &  Eurasia   Middle  East  &   North  Africa   South  &  Central   Asia   SAT  Mean  Scores  of  Students  by  Geographic  Region,  2014   Cri=cal  Reading   Math   Wri=ng   NOTE:  SAT  means  are  based  on  the  gradua=ng  class  of  2014's  highest  exam  results  up  un=l  the  December  2014  administra=on.  Indicators  reflect  students  who  reported  a  home   address  in  the  corresponding  region.  U.S  refers  to  the  50  states  of  the  U.S.  Interna=onal  refers  to  countries  outside  of  the  U.S.    Interna=onal  represents  students  repor=ng  a  home   address  outside  of  the  U.S.     SOURCE:  College  Board  Enrollment  Planning  Service  hJp://buff.ly/1xzW5MV  |  Internal  analysis  of  the  2014  cohort  up  un=l  the  Dec.  2014  SAT  administra=on.   #aiea2015  
  27. 27. More  U.S.  ins=tu=ons  will  allocate  resources,  including  financial   aid,  strategically  to  aJract  interna=onal  students   $579   $724   $823   $920   $938   $1,006   613   680   730   792   808   798   0   100   200   300   400   500   600   700   800   900   $0   $200   $400   $600   $800   $1,000   $1,200   $1,400   2008/09   2009/10   2010/11   2011/12   2012/13   2013/14   Number  of  U.S.  Ins2tu2ons   Total  Financial  AId  Millions   Number  of  U.S.  Ins2tu2ons  Awarding  Financial  Aid  &  Distribu2on  of   Financial  Aid  to  Interna2onal  Undergraduate  Students,  2008/09-­‐2013/14   Total  Financial  Aid  Awarded  to  Interna=onal  Students  (in  millions)   Number  of  U.S.  Ins=tu=ons  Awarding  Financial  Aid   NOTE:  Data  excludes  ins=tu=ons  that  did  not  respond  to  ques=ons  in  the  Annual  Survey  of  Colleges.     SOURCE:  Internal  analysis  of  College  Board  Annual  Survey  of  Colleges.   #aiea2015   28  
  28. 28. Preparation for success at James Madison University in the USA •  INTERNATIONAL Year One: undergraduate pathway to over 70 bachelor's degrees •  This intensive university pathway program is taught at the on-campus International Study Center (ISC): •  Proven success rate - 95% progression to a degree for ISC students in 2013 •  Save money - costs less than direct entry to an undergraduate program •  Save time - earn academic credits while improving your English language •  Lower English levels accepted - minimum entry requirement is equivalent of TOEFL 45 iBT/IELTS 4.5 •  Integrate into student life - full immersion in the US university experience #aiea2015   29  
  29. 29. Outreach   Search   Recruit   Admit   Yield   Matriculate   Retain   Graduate   Outreach  to   community   to  support     college   aspira=ons;   Inform   about   Ins=tu=on   Recruit  and   pursue  best   qualified   students     (prospects)     Select   applicants   for   admission   based  on   enrollment   objec=ves   (admits)   Send  offers   and   Financial  Aid   awards;   Perform   outreach   ac=vi=es   Enroll,   register    and   place   students   Manage  and   maintain   student   persistence   Develop  and   manage   alumni   rela=onships   Research   and  iden=fy   poten=al   college-­‐ bound   students   (suspects)   College  and  University  Enrollment  Channel   An integrated international strategy should support your institution’s goals at many steps along the enrollment channel     #aiea2015   31  
  30. 30. DISCUSSION AND Q&A

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