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

CollegeWeekLive Partners

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?

Survey Highlights

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 (clayton.harmon@ucdenver.edu)

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 (mchavez@pace.edu)

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+

Pace University

Lead Generators

Online Services

Social Media

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.

Questions

Thank You!

Presentation available online – via NAFSA mobile app & on Slideshareat: http://www.slideshare.net/martybennett/