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Prevailing Trends: How To Engage International Students in Admissions
NAFSA National Conference, May 28, 2015
Presenters
Marty BennettManager, International Partnerships
Mitchell ChavezAssociate Director of International Admissions
Clayton HarmonInternational Recruitment & Admissions Coordinator
AgendaAgenda
• Introductions
• Ruffalo Noel-Levitz Survey • key demographics
• Poll the audience – interactive poll questions
• Survey highlights
• Case studies from public & private universities recruiting ESL, undergrad and graduate international students
• Major takeaways
• Questions
What We Do – Marty – CollegeWeekLive
Enable online, live, and interactive student engagement throughout the
enrollment process
CollegeWeekLive Clients
Abilene Christian University American University Azusa Pacific University Ball State UniversityBoston Architectural College Broward College Butler Community College Caldwell University Centennial College Christopher Newport University College of DuPage Columbia College Cornell University CUNY, College of Staten Island Daemen College Design Institute of San Diego Durham College East Tennessee State University Eastern Illinois University Emory UniversityFlorida International University Full Sail University Gannon University Grambling State University
Hilbert College Illinois College Illinois Institute of Technology Lakeland College Manhattanville College Marquette University Miami Dade College Miami University of Ohio New York University North Carolina State University North Dakota State University Nova Southeastern University Oregon State University Otero Junior CollegePace University Pittsburg State University Purdue Calumet Roger Williams University Rowan University Saint John’s University, NY Saint Louis University Sam Houston State University St. Thomas University Stevens Institute of Technology Suffolk University SUNY, Binghamton University
SUNY, Potsdam SUNY, University at Albany Texas Tech University The University of Arizona University of Bridgeport University of British Columbia University of California, Davis University of Colorado, Denver University of Florida University of Houston University of Idaho University of Illinois at Chicago University of Michigan, Flint University of Nevada, Reno University of Notre Dame University of Portland University of San Diego University of Tampa University of Texas, Arlington University of Wisconsin-Stout Utah State University Valencia College Virginia Tech Washington State University West Chester University …and more…
250+ college and university clients
Survey Results3rd annual International E-Expectations Survey
• In cooperation with Ruffalo Noel-Levitz• 2700+ student respondents• Representing 164 countries• 47% seeking undergraduate studies, 53% seeking
graduate studies
Global Representation2714 respondents from 160 countries
Top countries of origin
31%
7%3%
2%
15%
Undergraduate Students
Senior
Junior
Sophomore
Freshman
Transfer
17%
23%
Graduate Students
Currently incollege
Not incollege
Regional Breakdown
Poll Questionshttps://www.polleverywhere.com/survey/BzahARTav
1. Which of the following factors most influenced undergraduate students’ decisions to attend a college/university outside of their home country?
2. What do students see as the biggest obstacle to study outside their home country?
3. What percentage of international students have looked at a college/university website on a mobile device?
Motivations for Studying Abroad
59%
21%
19%
16%
12%
0% 20% 40% 60% 80% 100%
Interested in a particular college/university
Private scholarship offered
Government funding
Interested in studying with a particular professor
No higher education opportunities in home country
Graduate Students
62%
24%
17%
14%
13%
0% 20% 40% 60% 80% 100%
Interested in a particular college/university
Currently attending an internation high school
Private scholarship offered
Government funding
No higher education opportunities in home country
Undergraduate Students
70+% will apply to 3 or more schools!
# of Applications Undergraduate Graduate
1 to 2 17% 19%3 to 5 46% 47%6 to 10 19% 16%11 to 15 5% 3%More than 15 3% 4%Unknown 10% 11%
Top Concerns for Studying Abroad
77%
38%
24%
23%
18%
0% 20% 40% 60% 80% 100%
Financial requirements
Visa requirements
Safety in surrounding area
Safety on campus
Language barrier
Graduate Students
77%
31%
28%
27%
26%
0% 20% 40% 60% 80% 100%
Financial requirements
No friends or family nearby
Visa requirements
Safety in surrounding area
Safety on campus
Undergraduate Students
After money – main concern for prospective undergraduates –friends & family nearby
Prospective graduate students most concerned about the visa requirements (after money)
Top 6 Most Influential Resources
How international student-friendly is your website?
4.22 4.12 3.893.56 3.4
3.1
1
2
3
4
5
Collegewebsite
Collegerankings
College searchwebsites
Collegebrochures
College socialmedia posts
EducationUSAoffice
Undergraduate Students
4.32 4.263.93
3.67 3.49 3.31
1
2
3
4
5
Collegewebsite
Collegerankings
College searchwebsites
Collegebrochures
College socialmedia posts
EducationUSAoffice
Graduate Students
Very influential
Not at all influential
Very influential
Not at all influential
Top 5 Viewed Content Areas On College Websites
The bottom 3 areas for both undergrad & grad prospects (under 25%): Calendar of Events, Athletic programs, and Campus Visit Details
89%
87%
87%
69%
62%
Academic program listing/majors
Cost
Financial aid
Enrollment/admissions info
Applications
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Undergraduate Students
89%
88%
82%
70%
68%
Academic program listing/majors
Financial aid
Cost
International student services
Enrollment/admissions info
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Graduate Students
View college websites on a mobile device
Google mobile-friendly website checker: https://www.google.com/webmasters/tools/mobile-friendly/
69%
31%
Graduate Students
Yes
No
78%
22%
Undergraduate Students
Yes
No
NB: Access the web most often from desktop/laptop (57%), but 38% use mobile most (up from 17% 2 years ago)
NB: 61% of grad prospects use desktop/laptop most, 35% use mobile most (up from 28% in 2014)
Importance of Communication Throughout the Recruitment Process
4.23 4.3
4.77
4.234.39 4.4 4.4 4.35
1
2
3
4
5
Before applying During the application process(2015 only)
After getting accepted After deciding to enroll (duringorientation)
Undergraduate Students Graduate Students
Very important
Not at all important
Top Areas of Support Needed During the Enrollment Process
73%
51% 47% 47% 43% 41%
0%
20%
40%
60%
80%
100%
Financial Decisions Writing an applicationessay
Deciding where toapply
Applying for a visa Researching colleges Moving to campus
Undergraduate Students
72%58% 55%
49% 48% 44%
0%
20%
40%
60%
80%
100%
Financial Decisions Applying for a visa Researching colleges Writing an applicationessay
Deciding where toapply
English language prep
Graduate Students
Very influential
Not at all influential
Online Interactions Influencing Where Students Apply
4.093.98
3.61 3.56 3.54 3.533.4 3.35
4.194.07
3.67 3.743.56 3.52 3.54 3.48
1
1.5
2
2.5
3
3.5
4
4.5
5
Meet withadmissions
representative
Meet withcollege
representative
College videopresentation
Meet withschool counselor
Virtual openhouse
Virtual campustour
Meet withindependent
counselor/agent
Virtual collegefair
Undergraduate Students Graduate Students
Influential
Somewhat influential
Not very influential
With who do students most want to interact?
62%
56%
52%
50%
45%
45%
54%
59%
66%
66%
74%
74%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Alumni
Current international student
Professors
ISS representative
Admissions representative
Financial aid representative
Graduate Students
In-person Virtual
56%
53%
47%
44%
38%
36%
59%
61%
68%
70%
79%
81%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Alumni
Current international student
ISS representative
Professors
Financial aid representative
Admissions representative
Undergraduate Students
In-person Virtual
In-person Interactions with Top Choice College
For Undergrads: 44% no in-person contact vs. 14% no online contact with top choice. 54% with 3 or more online contacts with top choice
For Grads: 54% have no in-person interaction vs. 15% had no contact online w/ top choice. 47% will have had more than 3 contacts online.
44%36%
15%3% 3%
14%
32% 26%11% 17%
0%
20%
40%
60%
80%
100%
0 1 to 2 3 to 5 6 to 10 More than 10
Undergraduate Students
In-person Online
54%
32%
10%2% 3%
15%
37%25%
11% 11%
0%
20%
40%
60%
80%
100%
0 1 to 2 3 to 5 6 to 10 More than 10
Graduate Students
In-person Online
Plans to Visit Campus
10% 12%20%
58%
16%31% 26% 26%
0%
20%
40%
60%
80%
100%
All schools I am considering My top schools One or two schools No plans to visit
Graduate Students
Befor Applying After Accepted
9% 12%20%
59%
15%30% 25% 30%
0%
20%
40%
60%
80%
100%
All schools I am considering My top schools One or two schools No plans to visit
Undergraduate Students
Before Applying After Accepted
Parents Influence on Student’s Decision
Prospective undergrads are increasingly more dependent on parents on their decisions!
50%
49%
1%
52%
47%
1%
0% 20% 40% 60% 80% 100%
Student makes the decision
Joint decision with parents
Parents make the decision
Graduate Students
2015 2014
56%
42%
2%
58%
40%
2%
61%
37%
2%
0% 20% 40% 60% 80% 100%
Joint decision with parents
Student makes the decision
Parents make the decision
Undergraduate Students
2015 2014 2013
Top 5 Preferred Communication Channels
FYI: lowest rated is texting, but growing fast!
4.484.2
3.84 3.66 3.62
1
2
3
4
5
Send an email Meet reps at in-person college
fairs
Instant messaging(live chat)
Meet reps atvirtual college
fairs
Live interactionduring a videopresentation
Undergraduate Students
4.594.09 4.02 3.83 3.82
1
2
3
4
5
Send an email Meet reps at in-person college
fairs
Instant messaging(live chat)
Live interactionduring a videopresentation
Meet reps atvirtual college
fairs
Graduate Students
Very influential
Not at all influential
Very influential
Not at all influential
Interest in Virtual Contact with Colleges
21%
59%
19%23%
61%
15%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Yes, and have met virtually Yes, but haven't had an opportunity
Not interested in meeting virtually
Interest in Virtual Meetings
Undergraduate Graduate
80% of international undergrads & 84% of grads want virtual meetings with you!
University of Colorado, DenverMr. Clay Harmon, Intl Recruitment & Admissions Coordinator ([email protected])
University of Colorado DenverA Comprehensive Public University in an Urban Setting
About CU Denver • Medium-sized, comprehensive public university with health sciences specialization• 14,500 students, 8% international (top senders: India, Saudi Arabia, China)• Programs of note: ESL, Business, Engineering, Architecture, Arts & Media, Medical
About International Admissions• Recruit for ESL, undergraduate, and graduate; manage undergrad applications• Recruitment strategies include travel, agents in addition to online tools• Part of larger Office of International Affairs
University of Colorado DenverOnline Tools for Recruitment and Conversion ( = Planned Future Tools)
Online Tool Lead Generation Prospect/ApplicantConversion
Admit Conversion/Yield Activities
Facebook, Other Social Media
CollegeWeekLive: Always On
CollegeWeekLive: Int’l Fair Events
SAT/TOEFL/GRE Name Purchases
iOpinion iPad App
OIA Messaging Platform
Royall: Applicant Messages
Application Fee Waiver Events
ESL Skype Interviews
CollegeWeekLive: HS Connect
CollegeWeekLive: Private Events
Pace UniversityMs. Mitchell Chavez, Associate Director, International Admissions ([email protected])
Pace University
• A private metropolitan university• Pace enrolls approximately 12,500 students in bachelor’s,
master’s, and doctoral programs:• Undergraduate: 8,336• Graduate: 3,705• Law Students: 731
• Student/Faculty ratio: 15:1• International student enrollment (annual): 1,800+
TakeawaysHow do international students act? How can you respond accordingly?
• Students remain flexible in terms of where they apply.• Institutional website content is the most important source
for students.• Students view your site on their mobile phones.• Online interactions with institutions are important
influencers as to where students apply.• Parents need to be considered in outreach strategies.• Don’t count on students visiting campus to win them over.• Students expect communication throughout the
enrollment process.
Thank You!
Presentation available online – via NAFSA mobile app & on Slideshareat: http://www.slideshare.net/martybennett/