2010 CIsynergy presentation

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  • International – colleges and universities both
  • 2010 CIsynergy presentation

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

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