North America Workshop, Miami – December 2017 … · North America Workshop, Miami – December 2017 © Intead 2017. All Rights Reserved

© Intead 2017. All Rights Reserved. North America Workshop, Miami – December 2017 © Intead 2017. All Rights Reserved. North America Workshop, Miami – December 2017


A Fun Start: How Long to Acquire 50 Million Users?


Data, Data, More Data

All the stuff you already know (in 3 min)

Resources We Like and Use

Decisions Derived from Data

Discussion Topics


Deliberately Build a High Quality Partner Network

Build Deliberate Relationships


Take a Holistic Approach


Be Mobile Friendly

Number of Global Users (in Millions)


Be Nimble (as an institution…?)


Be Creatively Engaging


Build Reliable Processes


User-generated content can generate 6.9x higher engagement than brand generated content on Facebook Source: Mavrk 2/17

Students As Messengers


Build a Reliable Marketing System


Build a Reliable Marketing System


Make the Tough Budget Decisions with Data






Discussion Topics


Do You Use Google Analytics to Support Your Decision Making?

Ahhhh! 50% of you using GA don’t check the data


SOURCE: Institute of International Education. (2016). Retrieved from http://www.iie.org/opendoors

1%

3%

UNDERGRADUATEGrowth from 2015 to 2016

+7.1%

GRADUATEGrowth from 2015 to 2016

+6.0%

New International Student Enrollment: 2007-2017


Source: IIE Open Doors: FALL 2015 SNAPSHOT SURVEY OF INTERNATIONAL STUDENTS

n=177 Institutions

Factors Driving Increases in International Student Enrollments: 2015 – 2016



Mystery Shopper Email Inquiries

Response Rates:60 Institutions randomly selected from US, Australia, Canada


NONE

0%

Mystery Shopper International Student Fairs


Our Persona: Aahana, Age 22

International student from India

Academic Interest

business administration

Geographic Interest

US, Canada, New Zealand or

Australia

Mystery Shopper Social Media Inquiries


n=80 Institutions

28,75 %

71,25 %

No Response

Response

Response Rates

23 institutions did not respond on either platforms

57 institutionsresponded at least on one platform


US Canada New Zealand & Australia0

5

10

15

20

25

22,15

4,582,04

Ave Response Time / Region (hrs)

n=80 Institutions






Discussion Topics


• Website design

• Travel decisions

• Social media/digital advertising

• Email content

• Alumni participation

Data & Analytics Will Help You Plan


Which Degrees/Programs?

Which Countries?

Which Cities and Fairs?

Which Pathways?

Which Marketing Tools?

How Much to Invest?

Where to find YOUR students


Approximately 427,000 international undergraduate students in the U.S. in 2015/16

SOURCE: Institute of International Education. (2016). "International Students by Academic Level and Place of Origin, 2015./16" Open Doors Report on International Educational Exchange. Retrieved from http://www.iie.org/opendoors

Growth

Flat

Which Countries?

Small Set of Countries Drive Growth

Used with permission from College Board.


Top 8 Senders to US of Undergrads

Country 2014 2015 2016 2013~2014 YOY 2014~2015 YOY 2015~2016 YOY

China 110,550 124,552 135,629 18% 13% 9%

Saudi Arabia 26,865 30,861 33,952 30% 15% 10%

South Korea 36,992 34,651 32,695 -3% -6% -6%

India 12,677 16,521 19,302 0% 30% 17%

Vietnam 11,886 12,449 14,390 4% 5% 16%

Canada 13,916 13,131 13,223 4% -6% 1%

Mexico 8,311 8,210 9,640 4% -1% 17%

Japan 9,155 8,877 9,285 0% -3% 5%

Rest 140,372 149,572 159,197 6% 7% 6%

Total Int'l Undergraduate Students

370,724 398,824 427,313 9% 8% 7%

• Annual growth rates of China and Saudi Arabia continue to slow.• S. Korea shows declines for the 4th straight year, giving up #2 spot to Saudi Arabia• Strong growth from India, Vietnam, and Mexico.


EAST ASIA & THE PACIFIC

+4%

AMERICAS+1%

EUROPE & EURASIA+4%

+7%

SUB-SAHARAN AFRICA

+4%+14%

SOUTH & CENTRAL

ASIA

MIDDLE EAST & NORTH AFRICA

5-Year Compound Annual Growth Rate of SAT Reasoning Exam

Aspiration to Study in the US. But…

2.5x more score reports were sent to non-U.S. institutions

by international students in 2016 compared to 2011

Test Takers, AY2010-2016


Latest OECD Data: Global Growth of Student Mobility Is Flattening

Download: http://www.oecd.org/edu/education-at-a-glance-19991487.htm


2014 2015 20160

200.000

400.000

600.000

800.000

595.569 644.233471.728

173.062 212.018

246.614

Issued Denied

23% Denied 25% Denied 34% Denied

SOURCE: US Department of State Visa Office, http://travel.state.gov

Growing Reports of Visa Denials: F1 Visa Stats We Are Following


20132014

20150

20.000

40.000

60.000

80.000

100.000

120.000

2004/05

2006/07

2008/09

2010/11

2012/13

2014/15

20052007

20092011

2013

Secondary2016: 81,981

Intensive English2016: 108,243

Community College2016 : 95,376

International Student Pipelines in U.S.


F1 Visa Growth: International High School Students

84,000 Total in US Pvt HS in 2015

SOURCE: The Council on Standards for International Educational Travel. http://www.csiet.org/


Top Countries of Origin for F1 High School Students in 2015

China

South

Korea

Vietnam

Mexico

Brazil

Canad

a

German

y0

10.000

20.000

30.000

40.000

50.000

43.978

9.563

4.724 3.549 1.983 1.879 1.477

SOURCE: The Council on Standards for International Educational Travel. http://www.csiet.org/


Source: IIE Globally Mobile Youth, Trends in International Secondary Students in the United States, 2013–2016, Christine Farrugia, Ph.D.August 2017

Top Countries of Origin for F1 High School Students 2013-2016


Top 10 Concentrations of Immigrant Communities Living in US


Chinese and Indian Students Study…

Which Programs Should I Promote?


SELECTED FIELDS OF STUDY % of total % change

Business and Management 20.2 4.8

Engineering 20.2 15.6

Math and Computer Science 11.6 23.5

Social Sciences 7.8 4.9

Physical and Life Sciences 7.6 4.8

Fine and Applied Arts 5.8 10.9

Intensive English 5 12.2

Health Professions 3.4 4.5

Communications and Journalism 2.1 7.9

Education 1.8 -1.1

Humanities 1.8 -2.4

Legal Studies and Law Enforcement 1.4 8.5

Source: IIE Open Doors, 2015 Fast Facts

Hidden Data GemsAgriculture 1.3 15.4

Which Programs Should I Promote?


Surprise: They are on their phones …we all are!

Which Channels Should I Use?


India 10.4 K

China 28.4 K

~500

~1,500

Google Analytics shows drop off in international visitors from home page to targeted international student content

Website Design and Content Decisions


Google Analytics also shows where your website visitors are coming from, down to the city, to inform your travel decisions.

Travel Decisions


Publicly available Linked In data.

Alumni Engagement Decisions


Tracking Fair PerformanceComparison of Leads by Fair Provider # of students vs. # of bad email addresses based on hard bounces from first follow-up email

Which Education Fairs Are REALLY Valuable?


https://studyinthestates.dhs.gov/sevis-by-the-numbers


2016 White Book of China’s Study Abroad from XDF.CN

Do Chinese Parents Evaluate Differently Than Chinese Students?


(Percentage of respondents who chose each category)

Important Messages


Source: Mapping Internationalization on U.S. Campuses, ACE, 2017 Edition

Agents as Messengers: Significant Growth in Use


Students and Political Climate

49% increase in students saying cultural and political environment pushes them away from applying

40% Agents unlikely or significantly unlikely to recommend US as a study destination with US Travel Ban Executive Orders in place

IIE 2017 Open Doors Report

Agents and Political Climate

Political Headwinds

Feb 2017 Survey of 556 agents in 65 countries


Source: AACRAO’s 2014-2015 State of CRM Use in Higher Education Report

75% are not maximizing the

use of their CRM

59% Indicated their institution

has been “moderately successful” in the use of

their CRM

70% of CRM initiatives fail to achieve their expected objectives

Source: Cap Gemini Ernst & Young

Which Tech/CRM Platform Should I Use (and how do I implement)?


Biggest Roadblocks to “Maximizing the Use” of the CRM

#1 - Time to learn and implement

#2 - Having the people to do the work

Download: http://info.intead.com/download-our-crm-planning-guide


Customer Relationship Mgmt. Software Campaign Launch & Track

• Organic searches

• Referrals from other sites

• Social media sites

• Paid search &Social campaign ads

• Other visitor activity

Identify Your Best Channels Identify Your Best Messaging


Engage in Continuous Feedback and Improvement


2 Days

EMAIL

11 Week

EMAIL

2EMAIL

32 Weeks

EMAIL

41 Month

Prospect

CONTACT FORM

… engage prospective students with relevant content,and increase your conversion rate!

Application Submitted Student

Admittedand

Enrolled

Personas and Automated Marketing Platforms Create Efficiency, Improve Yield


Digital Campaign: January 15 Application Deadline

NOTE: All figures are fabricated but fall within reasonable ranges for each tactic

Essential Analytics: Campaign Dashboard






Discussion Topics


External Sources• IIE Open Doors

• Google Analytics

• Linked In

• iGraduate International Student & Agent Barometer – Benchmarking

Use Data


Internal Sources• Admitted Not Enrolled Survey – helps identify target messaging

• International Student Focus Groups

• Tracking Incomplete Applications – helps convert previously engaged leads

• Lead Engagements (international fair leads and email campaign open rates

and click rates) – helps identify best engagement marketing

Use Data


https://www.iie.org/Research-and-Insights/Publications/Shifting-Tides-Understanding-International-Student-Yield-for-Fall-2017

IIE Download


Learn More With Us: www.intead.com/intead-digital-audit


Learn More With Us: www.ISRBootcamp.org


International Student Recruitment Bootcamp Keynote Speakers and Faculty

Keynote Speakers Just Some of Our Expert Faculty

Paul HofmannAssociate Vice President for International AffairsCalifornia State University, Sacramento

Dr. Philomena (Philly) MantellaSenior Vice President of Enrollment and Student Life & CEO of the Professional Advancement Network (PAN) at Northeastern University

Dr. Rahul ChoudahaCEO and Co-founder - DrEducation

Rosie EdmondDirector of International Admissions Ohio Northern University

Patrick ColabucciDirector, UCLA Extension/ Business Development Manager, UCLA Global Online

Dr. Kevin MergesExecutive Director of Global Education Programs Rutgers Preparatory School


http://educationagentreviews.com/Created by Anna Harrison


Lots more free analysis and resources here: www.intead.com

Regional Analysis Of Student Motivations


Lots more free analysis and resources here: www.intead.com

But Wait! There’s More…

Contact: Ben Waxman, CEO and [email protected]

Documents

North America Workshop, Miami – December 2017 … · North America Workshop, Miami – December 2017 © Intead 2017. All Rights Reserved