1. Live Where Your Audiences Live:
Engaging Students Virtually Throughout the
Enrollment Cycle
Marty Bennett, Manager of International Partnerships
CollegeWeekLive
Mary Ellen Brewick, Director of International Marketing & Recruitment
University of Idaho
Jason Hall, International Marketing & Recruitment Manager
Oregon State University

2. Marty Bennett
Manager of International Partnerships, CollegeWeekLive
@CWLIntl
@martybennett

3. Overview
2nd Annual Study on the
Expectations of International Students
• What motivates (and prevents) international
students to attend a foreign university?
• What interactions influence international students’
choice of university?
• Which aspects of the enrollment process do
international students need the most help with?
• How can admissions capture the attention of
international students & their families

4. About the respondents
More than 2,400
respondents from
164 countries

5. Institutional brand #1 reason to study abroad
What factors influence the decision to attend university outside of the home
0% 10% 20% 30% 40% 50% 60% 70%
Parents studied abroad
No graduate education opportunties in home country
Avoid home country tests and requirements
No post-undergrad career oportunities
No post-high school career opportunities
Siblings studied abroad
Government funding
Interested in studying with particular professor
No higher education opportunities in home country
Private scholarship offered
Currently attending international high school
Interested in a particular university
country?

6. Yet - most international students do not appear
to be locked into one campus
How many colleges do students intend to apply to?
17%
38%
21%
7%
4%
12%
40%
35%
30%
25%
20%
15%
10%
5%
0%
1 - 2 3 - 5 6 - 10 11 - 15 More than 15 Don't know

7. Funding & Safety Are Top Concerns
What are students' concerns about studying
0% 10% 20% 30% 40% 50% 60% 70%
I don't have any concerns
Other
Cultural differences
My parents are concerned
Language barrier
No friends or family nearby
Safety on campus
Safety in surrounding area
Funding
abroad?

8. Students need most help with Financial Decisions &
Visa Applications
Which aspects of the enrollment process do students
0% 10% 20% 30% 40% 50% 60% 70% 80%
English language prep (TOEFL/IELTS)
Standardized test prep (ACT/SAT)
Deciding where to enroll
Traveling to colleges
Moving to campus
Completing applications
Researching colleges
Deciding where to apply
Writing application essay
Applying for a visa
Financial decisions
need help with?

9. Prospective students highly value conversations with
campus representatives & current students
How influential are the following experiences in the
application decision? (1-5 scale, 5=most influential)
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5
University Facebook
Independent counselor
Local education/U.S. office
Guidance counselor
Brochures
College search sites
Campus tour
Student conversations
Conversations with reps
College rankings
University website

10. Prospective students highly value conversations with
campus representatives & current students
Interest in using the following resources to communicate
with college representatives (1-5 scale, 5=highest interest)
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5
Text messaging
Webcam call
Social media
Live video Webcast
Phone
Campus tour
Live chat (IM)
Traditional college fairs
E-mail

11. Most international students won't visit campus
before enrolling
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Plans to visit campuses
All schools My top schools Might visit one or
more
No plans to visit
Before applying
After acceptance

12. Recruiting Strategies
(based on the findings)
• Build your brand in target markets abroad
• Adapt your website & communications to mobile devices
• Use a variety of communication methods
• Build strong relationships early with key international prospects
• Involve parents in the communication flow
• Offer assistance with campus visits to top prospects
• Make funding information easily available

13. Engage prospective students multiple times
throughout the enrollment process - and win them over
• Meet new sophomores and juniors starting the search
• Interact with seniors deciding where to apply
• Target specific segments
• Invite admitted students to meet with
representatives & current students
• Improve yield - give admitted students a window
to your school
• Introduce enrolled students to campus
resources
PROSPECTS
INQUIRIES
APPLICANTS
ADMITS
DEPOSITS

14. Value Across the Enrollment Cycle
Recruit everywhere
you can’t
be physically
195 Countries
Engage prospects
through entire
enrollment process
Save cost over
traditional recruiting
methods
Improve
yield
Amplify
your institutional
brand
Reach new high
school counselors

15. MARY ELLEN BREWICK
UNIVERSITY OF IDAHO

16. MARY ELLEN BREWICK
UNIVERSITY OF IDAHO
Email: mebrewick@uidaho.edu
Web: www.uidaho.edu/internationalstudents

17. University of Idaho
• Founded in 1889
• Land grant institution
• 8 undergraduate colleges,
graduate, and law school
• 12,000 students (UG v GR)
• Small town, rural
• IPO- ALCP, ISSFS, SA, M&R

18. UI’s International Enrollment Growth
• 28% One year increase in international students
• 53% One year increase in ALCP (Intensive
English) students
• 66% Five year increase in international students
62 104 139 147
225
215
236
278
328
483
277
270
249
242
211
1000
900
800
700
600
500
400
300
200
100
0
2010 (554) 2011 (610) 2012 (666) 2013 (717) 2014 (919)
ALCP Undergrad/Nondegree Grad/Law

19. International Enrollment Snapshot
• New president wants enrollment growth
• CRM and Communications
• Sponsored Students
• Agents
• Budget Challenges
• Staffing Challenges

20. UI’s International Enrollment Growth
600
500
400
300
200
100
0
Fall 2010 Fall 2011 Fall 2012 Fall 2013 Fall 2014
Undergraduate
Graduate
ALCP

21. Virtual Recruitment for
International Enrollment
• Helps us solidify our UI brand
• Personal connections
• Cost-effective
• Engages student ambassadors
• Yield activity vs lead generation
• Campus wide coordination

22. Virtual Recruitment Challenges
• Materials
– Quality is important-videos, pdfs, websites
– Presence in the right places
• Staffing chats
– Timing, training, management
• Communicate with current prospects
beforehand
• Technology (Technical Support)

23. Virtual Recruitment Benefits
• Yield events have been successful
– Admitted students, Brazilian students
• Encourages collaboration across campus
– Website, marketing materials, CRM
• Brand building
– EducationUSA, emails, “walk-ins”

24. Future Goals
• Incorporate Graduate College
• Use for individual or small group chats
• Increase promotion and chat activity
• Increase campus integration

25. Thank you!
Mary Ellen Brewick
University of Idaho
mebrewick@uidaho.edu

26. Mary Ellen’s slides

27. JASON HALL
OREGON STATE UNIVERSITY
@ScholarHall
Jason.Hall@OregonState.edu

28. International Growth
4000
3000
2000
1000
0
International Students at OSU
2011 2012 2013 2014

29. Marketing

30. Recruitment

31. Recruitment

32. CollegeWeek Live and OSU
Solid students
Reach more students
Reach more countries
Get admissions involved
Tech-savvy audience
7 admits for fall
233+ leads
65 countries present
3 admissions reps.
Our target audience

33. How to make the most of CWL
Remember the time
Go back to the 90’s
Get a team for peak hours
Have a scholarship plan
Always on & follow up

34. Thanks
Jason.Hall@OregonState.edu
Powell’s Books
Kennedy School
Ground Kontrol
CollegeWeekLive

35. Increasing yield and retention through:
1. Improving the admissions experience for prospective
students
2. Having meaningful conversations at the right time
3. Expanding our reach (international students)
4. Providing greater access (shaping our class)

36. On-Campus vs. Virtual Open House
On-Campus Open House
Attendance: 87% from
California
Ethnic Diversity:
Primarily Caucasian
Cost: $18,900
Staff time: 3 months
• Virtual Open House
Attendance: More out of
state & international
students
Ethnic Diversity: greater
increase
Cost: $1,290
Staff time: 3 weeks
194 Registrants from USD
Outreach
1,132 new leads

37. Virtual vs. On-Campus Open House
Virtual Open House: Attendance: 45 states and 104 countries
Northeast 11.0%
Southeast 6.5%
Midwest 9.8%
Southwest 8.0%
West (includes AK & HI) 34.8%
Non-U.S. 29.8%

38. Virtual vs. On-Campus Open House
• Virtual Open House: Attendance
White or
Caucasian
29%
Puerto Rican
2%
Other
7%
Native
American
0%
Multicultural
9%
Mexican /
Mexican
American
8%
Asian / Pacific
Islander
24%
Hispanic /
Latino
10%
African
American /
Black
13%

39. On-line Opportunities: Applicants & Admits
• Applicants: Chats with counseling staff
• Admits: Theme Chats with Staff and Students
Honors students
Out of state
Torero Life
Academics & Undergraduate Research
University Ministry
Changemaking

40. On-line Opportunities: Deposits
Summer Orientation: Webcasts & using always on chats
4 Webcasts from May-August:
 Get Classes: Registration with Dean’s Office and Faculty
Advisors
 Get Down to Business: Paying your Bill, Getting Your
Financial Aid & Avoiding Long Lines with Financial Aid, One
Stop and Student Accounts
 Get Ready: Parent Webinar on Supporting Your Student
During the College Transition with Parent Relations and
Student Wellness Center
 Get Excited: Countdown to Arrival with Student
Affairs

41. Results from Using Webcasts
 Get Classes: Registration:
Prior to using webcast: Registration dragged out for 2
months
Current: 63% completed registration within 2 weeks of
webcast
97% completed registration within one month
 Get Down to Business:
Prior to using webcast: long lines during orientation
Current: 41% attended live webcast
 Get Excited: Countdown to Arrival:
 60% viewed webcast in 2013

42. Greatly Improve Recruiting Results
Augment recruiting visits & better
engage more students
• Start conversations before live
meetings & continue them
afterward
Go where you can’t be – expand your
recruiting reach online
• Meet engaged college-bound
students everyday, online
• Overcome a decline of
applicants
Overcome budget constraints that
hinder recruiting
Hit enrollment goals
UC Davis features CWL events
on their main landing page as a
one-stop-shop for prospective
& accepted students

43. Greatly Improve Yield
Example of a CollegeWeekLive yield event
for accepted students conducted by
The University of Notre Dame
Turn more accepted
students into enrollees
Engage with accepted students
& their parents on:
• Student & campus life
• Housing
• Financial aid
• Enable 1:1 discussions with
students & parents
The average student applies to 10-12 schools, vs. 5-6 a
few years ago – making yield much more hard-fought

44. Engage Students on Their Preferred
Communication Channels
Live chat example, Western Michigan University
• This example shows Western Michigan admissions
engaging with a student about their intended
major
Mobile & Tablet Accessible

45. Expand Access to International
High School Counselors & Advisers
CollegeWeekLive
High School Connect
• Enables 2-way communication between High
Schools/Advising Centers & Colleges
• Build new relationships with high schools & their
counselors
Honduran High School Students &
Counselor engaging with colleges
using CollegeWeekLive
US Embassy in Laos hosts viewing
party for EducationUSA Virtual
Fair through CollegeWeekLive

46. State Department/CollegeWeekLive
Public-Private Partnership
• Following several successful virtual fair partnerships
• Private – Public Partnership MOU agreed upon between State Department and
CollegeWeekLive and signed in May 2014
• Partnering on 7 Virtual Fairs a year (3 regional + 4 Global)
o One of the global fairs is during International Education Week (IEW) which
the State Department is is using as the flagship event with an additional
marketing/ social media push + on the ground viewing events
o Also on the ground events planned for the upcoming Latin America Day as
part of 100K Strong Americas Initiative.

47. Thank You and Questions