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2010 CIsynergy presentation

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  • International – colleges and universities both

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  • 1. Research Insights to Enhance Recruitmentof Students from India
    Ken SteeleSenior Vice-President, Education Marketing
    Synergy 2010 ConferenceSept 2010 | Toronto ON
  • 2. Ken Steele | International Student Consumer Research
    Copyright ©2010 Academica Group Inc.
    Why Conduct Consumer Research?
  • 3. UCAS - 14 years now
    >286,000 college and university applicants
    >350 data points
    >100 institutions have participated
  • 4. Measure Tactical Impact
    UCAS™ Applicant StudyCopyright ©2008 Academica Group Inc.
  • 5. Benchmark Effectiveness
    UCAS™ Applicant StudyCopyright ©2008 Academica Group Inc.
  • 6. Gather Brand Perceptions
    2008 UCAS™ Applicant Study Copyright ©2008 Academica Group Inc.
  • 7. Map Competitor Brands
    Excellence
    Teaching
    Social
    Affordable
    Research
    Tradition
    Innovation
    Emerging Trends in Canadian PSECopyright ©2008 Academica Group Inc.
  • 8. Identify Perceived Strengths
    UCAS™ Applicant StudyCopyright ©2008 Academica Group Inc.
  • 9. Assess Market Share
    UCAS™ Applicant StudyCopyright ©2008 Academica Group Inc.
  • 10. Monitor Trends over Time
    UCAS™ Applicant StudyCopyright ©2008 Academica Group Inc.
  • 11. Quantitative Data is Reliable, Actionable
    Institutions have honed scholarship strategy, brand differentiation, capital investments, program offerings
    Identify Target Markets
    Measure Recruitment ROI
    Focus Marketing Messages
  • 12. Source: OECD, UNESCO Institute for Statistics
  • 13. Student Recruitment from India
    In 2008:
    Australia 96,739 (40% increase)
    US 94,563
    Canada 6,937 (45% decrease)
    Canada attracted 5% of Indian students abroad in 2003; in 2008 just 2.7%
    International Student Consumer Research
    Copyright ©2009 Academica Group Inc.
  • 14. Ken Steele | International Student Consumer Research
    Copyright ©2010 Academica Group Inc.
    So, Why Conduct Consumer Research?
    Because we could do better!
  • 15. Ken Steele | International Student Consumer Research
    Copyright ©2010 Academica Group Inc.
    Exploratory Data on Indian Applicants
  • 16. What can the 2010 UCAS tell us?
    Surveyed 286,000 applicants to >50 Canadian colleges and universities
    >4,000 university applicants with South Asian ethnicity (East Indian, Pakistani, Punjabi or Sri Lankan)
    211 South Asian International applicants to Canadian universities
    Consider it exploratory…
    International Student Consumer Research
    Copyright ©2009 Academica Group Inc.
  • 17. Program Area of Interest
    36% Engineering / Architecture
    22% Business
    8% Social Sciences
    7% Mathematics / Actuarial Science
    6% Computer Sci / IT
    5% Natural Science
    3% Health Sci / Nursing / Kinesiology
    2010 UCAS, International applicants to Canadian universities of South Asian ethnicity. Copyright ©2010 Academica Group Inc.
  • 18. Use of Information Channels
    2010 UCAS, International applicants to Canadian universities of South Asian ethnicity. Copyright ©2010 Academica Group Inc.
  • 19. Use & Influence of Social Media2009 UCAS, All International Respondents, University applicants only
    International Student Consumer Research
    Copyright ©2009 Academica Group Inc.
  • 20. Media Channels Used
    2010 UCAS, International applicants to Canadian universities of South Asian ethnicity. Copyright ©2010 Academica Group Inc.
  • 21. Important Viewbook Features
    2010 UCAS, International applicants to Canadian universities of South Asian ethnicity. Copyright ©2010 Academica Group Inc.
  • 22. Website Features Used
    2010 UCAS, International applicants to Canadian universities of South Asian ethnicity. Copyright ©2010 Academica Group Inc.
  • 23. Decision-Making Process2009 UCAS, International vs Domestic Respondents
    International Student Consumer Research
    Copyright ©2009 Academica Group Inc.
  • 24. Reasons for Attending
    2010 UCAS, International applicants to Canadian universities of South Asian ethnicity. Copyright ©2010 Academica Group Inc.
  • 25. Top Ten Decision Factors
    2010 UCAS, International applicants to Canadian universities of South Asian ethnicity. Copyright ©2010 Academica Group Inc.
  • 26. Brand Cloud: Canadian PSE2009 UCAS, All International Applicants
    International Student Consumer Research
    Copyright ©2009 Academica Group Inc.
  • 27. Ken Steele | International Student Consumer Research
    Copyright ©2010 Academica Group Inc.
    A Research Opportunity
  • 28. Our Partners
    Ken Steele | International Student Consumer Research
    Copyright ©2010 Academica Group Inc.
  • 29. International Student Prospect Research
    Ongoing consumer panel study throughout the 2010/11 year
    A series of in-depth surveys with a sample of thousands of prospective students in India, and also with hundreds of school administrators and counsellors (influencers)
    Ken Steele | International Student Consumer Research
    Copyright ©2010 Academica Group Inc.
  • 30. Your Opportunity to Participate
    Nominal fee to join the study
    Immediate place on the research advisory group panel
    High-level findings from the first survey
    Exclusive access to subsequentmarket intelligence reports
    Ken Steele | International Student Consumer Research
    Copyright ©2010 Academica Group Inc.
  • 31. Market Intelligence
    A series of exclusive research reports:
    Reduce costs of recruiting in India
    Focus limited resources
    Enhance effectiveness of messages
    Measure improvements and trends
    Ken Steele | International Student Consumer Research
    Copyright ©2010 Academica Group Inc.
  • 32. Ken Steele
    Senior Vice-President
    ken@academica.ca
    Seeking expressions of interest in ISPR
    www.academica.ca