What is your data telling you about international student recruitment plans?

1. Use Data To Develop An Effective Recruitment Plan
December 2, 2016, 1:45-3:00 pm
8th Annual Conference, Miami

2. 8th Annual Conference, Miami
December 1-3, 2016
Speakers / Agenda
Benjamin Waxman
Chief Executive Officer
Intead
Clay Hensley
Senior Director, International Strategy & Outreach
The College Board
Adam Johnson
Business Manager
International School of Minnesota
Duleep Deosthale
Co-Founder and Vice President
Admission Table
Agenda
1. External Factors: Perceptions & Policies
2. Student Mobility Data Perspectives
3. Recruiting Best Practices
What prompts student engagement?

3. 8th Annual Conference, Miami
December 1-3, 2016
External Factors
Perceptions and Realities
• Election rhetoric as “unwelcoming”
(Language programs as canaries in coal mine)
• Impact of violent incidents
Australia 2009 provides perspective
• Currency fluctuations (stronger USD)
• Conditional admission policies (US & Canada)
• Job market and future policies

4. 8th Annual Conference, Miami
December 1-3, 2016
Racial violence against Indian students in Australia became national news in
2009-2010.
600,000 international students became 485,000 between 2009-2012
The ICEF Monitor captured the fall out in an article in October 2012 and it wasn't
pretty:
The sector’s downturn has also been expressed in these forecasts:
• 27,000 jobs lost including 7,300 in educational institutions and college collapses
• 23% fewer students in 2013 compared to 2009
•The value of education as an export down by 22% in 2013 since 2009
•A bottoming out of the sector at AUS $14 billion in 2013 from a high of
AUS $18 billion in 2009
Be Informed and Plan for Success in the Face of Challenges

5. 8th Annual Conference, Miami
December 1-3, 2016
Australia’s Recovery
~ 645,000 international students today
Primary Actions Taken:
Streamlined visa processes
Improved job eligibility
Investment in foreign university partnerships




6. 8th Annual Conference, Miami
December 1-3, 2016
External Factors
Perceptions and Realities
Post-election, how would the nation and the world react to another event like Ferguson, MO?
“Riots Over Police Shooting Take Hold Of The Town”
Business Insider, August 11, 2014
Reuters Photo“9 Powerful Photos That Show Ferguson
Is Pretty Much Being Treated Like A War Zone”
Huffington Post, August 13, 2014
“Ferguson riots: Ruling sparks night of violence”
BBC News, November 25, 2014

7. Argentina
Brazil
Chile
Colombia
Ecuador
Mexico
Panama
Peru
Venezuela
Italy
Spain
United Kingdom
Algeria
United Arab Emirates
Indonesia
India
Malaysia
Philippines
Thailand
Vietnam
97%
1.2 million Students
40,442 Responses 7 Days
Students from 118 countries answered the 14-question survey
14 Questions
A Quick Look at the
Intead/FPPEDUMedia 2016 Research
Click HERE to download our 2016 Research
Report: “Know Your Neighborhood”

8. 8th Annual Conference, Miami
December 1-3, 2016
Political Influences
Less likely
to study in the U.S.
if candidate is elected…
60.0%3.8%
40,442 Responses 7 Days
Students from 118 countries answered the survey, resulting in
Impact of U.S. Presidential election
Intead/FPPEDUMedia 2016 Research

9. 8th Annual Conference, Miami
December 1-3, 2016
Political Influences
Loss of annual
financial contribution of
international students
$300 million $4.75 billion
IIE estimated per student annual impact on U.S. economy: $31,600
250,000 new international students projected for 2016/17
Impact of U.S. Presidential election
Potential
economic impact
Intead/FPPEDUMedia 2016 Research

10. 8th Annual Conference, Miami
December 1-3, 2016
Political Influences
Thailand 24.6%
TRUMP
Thailand 7.4%
CLINTON
Mexico 79.8%
TRUMP
Mexico 4.2%
CLINTON
Average: 3.8%
==
Average: 59.5%
Less likely
to study in the U.S.
if candidate is elected…
Impact of U.S. Presidential election
Intead/FPPEDUMedia 2016 Research

11. 8th Annual Conference, Miami
December 1-3, 2016
Political Influences
Impact of
U.S. Presidential election
Mexico
HRC: 4.2%
DJT: 79.8%
Colombia
4.5%
66.5%
Venezuela
2.8%
63.5%
Ecuador
4.9%
69.8%
Brazil
2.8%
49.2%
Panama
2.8%
60.6%
Chile
3.7%
59.8%
Argentina
1.7%
53.6%
==
Less likely
to study in the U.S.
if candidate is elected…
Intead/FPPEDUMedia 2016 Research

12. 8th Annual Conference, Miami
December 1-3, 2016
Political Influences
India
HRC: 5.4%
DJT: 38.7%
Vietnam
4.1%
40.4%
Philippine
s
4.6%
57.8%
Malaysia
8.5%
50.9%
Indonesia
6.6%
48.1%
Thailand
7.4%
24.6%
Impact of
U.S. Presidential election
==
Less likely
to study in the U.S.
if candidate is elected…
Intead/FPPEDUMedia 2016 Research

13. 8th Annual Conference, Miami
December 1-3, 2016
Economic Influences
Unfavorable currency exchange rates
Intead/FPPEDUMedia 2016 Research

14. 8th Annual Conference, Miami
December 1-3, 2016
Economic Influences
Unfavorable U.S. currency exchange rates
Intead/FPPEDUMedia 2016 Research

15. Context &
International
Student Mobility
Updates

16. 16
NOTE: NOTE: International Students include degree-seeking and non-degree-seeking students.
SOURCE: OECD, 2014. Education at a Glance. Figure retrieved from Institute of International Education, Project Atlas, 2015
Long-term growth in the number of students enrolled
outside their country of citizenship
Global student
mobility is at an
all-time high and
will continue to
grow

17. 25%
12%
10%
8%
7%
7%
6%
6%
19% U.S.
UK
China
France
Australia
Russia
Canada
Germany
All Others
28%
11%
9%
7%
4%3%
2%
2%
34%
U.S.
UK
Germany
France
Australia
Japan
Spain
Belgium
All Others
17
While the US and
UK continue to
host the most
international
students, there are
newcomers to this
landscape
Although the number of
students going to US to study
has increased, the proportion
has decreased.
2016
Worldwide: 4.1 million students
2001
Worldwide: 2.1 million students
Top 8 Host Countries of Globally Mobile Students
NOTE: International Students include degree-seeking and non-degree-seeking students. SOURCE: Institute of International Education, Project Atlas, 2016. Global Mobility Trends.

18. 18
Undergraduates
427K
Graduates
384K
UNDERGRADUATE
Growth from 2015 to 2016
+7.1%
Undergraduates
~221K
Graduates
~192K
SOURCE: Institute of International Education. (2016). Retrieved from http://www.iie.org/opendoors
GRADUATE
Growth from 2015 to 2016
+6.0%
Undergraduates
continue to drive
international
student mobility to
the U.S., but
overall growth is
slowing

19. 19
Although overall int’l
undergraduate
student mobility to
U.S. universities
continues to increase,
recent trends reveal
most of the growth
derives from only a
handful of source
countries
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
450,000
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Saudi Arabia
China
Vietnam
India
South Korea
Mexico
Canada
Japan
Rest
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

20. 20
Although overall int’l
undergraduate
student mobility to
U.S. universities
continues to increase,
recent trends reveal
most of the growth
derives from only a
handful of source
countries
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
450,000
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Saudi Arabia
China
Vietnam
India
South Korea
Mexico
Canada
Japan
Rest
z
Rest of
the World
CAGR:+31%
YOY: +9%
CAGR: 1%
YOY: +4%
*CAGR Since
2006
& YOY
CAGR: +4%
YOY: +17%
CAGR:+17%
YOY: +16%
CAGR*:+35%
YOY: +10%
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
Saudi Arabia
China
India
Vietnam

21. 21
Top 8 Senders of
International
Undergraduate
Students in the
U.S.
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
Top 8 Senders of International Undergraduate Students to the U.S. in
2015/16: Enrollment & YOY 2013/14 – 2015/16
• Annual growth rates of China and
Saudi Arabia continue to slow.
• South Korea shows declines for the 4th
year in a row, giving up its #2 spot to
Saudi Arabia
• Strong growth from India, Vietnam,
and Mexico.
Highlights:
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%

22. 22
A growing number of
students from Asia
are entering the U.S.
education system
even earlier
Top Places of Origin of International Diploma-
Seeking Secondary Students in the U.S., 2015
China
33,907
55%
South Korea
6,329
10%
Vietnam
3,485
6%
Mexico
2,421
4%
Japan
1,317
2%
Other
14,314
23%
SOURCE: The Boston Globe, http://buff.ly/1WTp8qi. IIE, 2016.

23. International Average (5-yr
CAGR) since 2011: 5%
Global aspirations to
study abroad
continue to rise,
especially from the
Middle East/North
Africa & South &
Central Asia
Five-year Compound Annual Growth Rate of SAT Reasoning Exam Test Takers,
AY2010-2016
NOTE: Volumes indicate SAT Reasoning exams test takers reporting a College Board school code outside the U.S. Where the country of the College Board school code is not known, the reported home address as it existed at
the time they took the SAT was used. Where home address is not available, the test taker's test center location was used. To be included in this analysis, SAT exams must not be Canceled/Deleted, must have no un-resolved
holds, and must be certified. Dates and Talent Search exams are excluded.
SOURCE: College Board, 2016. Internal analysis of SAT data Academic Year 2011-2016.
EAST ASIA &
THE PACIFIC
+4%
AMERICAS+1%
EUROPE &
EURASIA
+4%
+7%
SUB-SAHARAN
AFRICA
+4%
+14%
SOUTH &
CENTRAL
ASIA
MIDDLE EAST &
NORTH AFRICA
23

24. Internationally, among those
who sent SAT score reports, the
2016 cohort sent score report
to 6 U.S. higher ed institution.
Variances exist across sending
countries.
Among int’l test
takers who sent
SAT score reports,
those from China
sent more to the
U.S. than their
international peers
10.8
10.0
9.2
9.2
8.6
7.8
7.2
6.5
6.5
6.3
5.9
5.4
4.8
4.7
4.6
China
South Korea
Vietnam
Turkey
Taiwan
India
Pakistan
Brazil
Singapore
Hong Kong
Nepal
UAE
Canada
UK
Nigeria
Average Number of Score Reports Sent to the U.S. per International Students,
2016 Cohort
Int’l Student Avg: 6.2
NOTE: International country is defined by SAT Reasoning test takers reporting a home address outside the U.S. and U.S. Territories.
SOURCE: College Board, internal analysis of the 2016 cohort retrieved via Cornerstone on 11/4/16.
24

25. But students from
India & Nigeria
sent their SAT
reports to a wider
range of U.S.
universities than
those from China
10.8
10.0
9.2
9.2
8.6
7.8
7.2
6.5
6.5
6.3
5.9
5.4
4.8
4.7
4.6
China
South Korea
Vietnam
Turkey
Taiwan
India
Pakistan
Brazil
Singapore
Hong Kong
Nepal
UAE
Canada
UK
Nigeria
Average Number of Score Reports Sent to the U.S. per International Students,
2016 Cohort
Int’l Student Avg: 6.2
826 U.S. univ.
410 U.S. univ.
973 U.S. univ.
625 U.S. univ.
1,081 U.S. univ.
NOTE: International country is defined by SAT Reasoning test takers reporting a home address outside the U.S. and U.S. Territories.
SOURCE: College Board, internal analysis of the 2016 cohort retrieved via Cornerstone on 11/4/16.
25

26. 47%
25%
13%
12%
3%
0%
40%
26%
18%
10%
6%
0%
Americas
East Asia/Pacific
Europe & Eurasia
Middle East/North Africa
South & Central Asia
Africa (Sub-Saharan)
x2.5 more score reports were
sent to non-U.S. institutions by
international students in 2016
compared to 2011
More international
students are
considering
multiple study
abroad
destinations
NOTE: Only SAT score reports sent to non-U.S. institutions by international students, defined by a non-U.S./U.S. Territories home address, and those that were sent to institutions outside of their home country were included.
SOURCE: College Board, internal analysis of the 2016 cohort retrieved via Cornerstone on 11/4/16.
SAT Score Reports from International Students to Non-U.S. Higher Education
Institutions Outside their Home Country, 2011 vs. 2016 Cohort
2011
2016
X2.5
SAT score reports to
non-U.S. institutions
26

28. SOURCE: Education Dive.
http://buff.ly/1T354LY
28

29. Int’l Student Pipelines
0
20,000
40,000
60,000
80,000
100,000
120,000
Secondary
84,496
Intensive English
126,016
Community College
91,648
29

30. 30

34. 8th Annual Conference, Miami
December 1-3, 2016
Recruiting Best Practices
Market diversification is
more important now than ever
Diversify globally
AND in your own backyard

35. 8th Annual Conference, Miami
December 1-3, 2016
Deliberately Build
a High Quality
Partner Network
Build Deliberate Relationships

36. 8th Annual Conference, Miami
December 1-3, 2016
Take a Holistic Approach

37. 8th Annual Conference, Miami
December 1-3, 2016
Examples of Local Advertising/Promotion Targeting International Communities*
* Advertising options presented as local examples. These options are not necessarily recommended for any particular institution
without further vetting based on your specific targets, differentiators, and desired outcomes.

38. 8th Annual Conference, Miami
December 1-3, 2016
Examples of Local Advertising/Promotion Targeting International Communities*
* Advertising options presented as local examples. These options are not necessarily recommended for any particular institution
without further vetting based on your specific targets, differentiators, and desired outcomes.

39. 8th Annual Conference, Miami
December 1-3, 2016

40. 8th Annual Conference, Miami
December 1-3, 2016
Overview of The International School of Minnesota (ISM)
• ISM is a school in the global SABIS® School Network.
• SABIS® has a 130 year history (founded in Lebanon) with schools in
16 different countries, 5 continents, serving 70,000, PS-12 students.
• ISM is located on a beautiful 55-acre campus in Eden Prairie, MN (suburb of
Minneapolis) flagship US school opened in 1985.
• Domestic students (75%) and international students (25%) - Current enrollment 325
• Celebrates and welcomes diversity –over 45 nationalities represented!

41. 8th Annual Conference, Miami
December 1-3, 2016
SABIS® School Network map

42. 8th Annual Conference, Miami
December 1-3, 2016

43. 8th Annual Conference, Miami
December 1-3, 2016
Our Students
Domestic Students (no visa required to study)
• Preschool-Grade 12
• Local students, Native American Mdewakanton
Sioux), Expat families (15-20% students),
Internationally mobile families
• Choose our school for academic success
record, language acquisition, international
aspect, and college prep
• Over 30 languages spoken by our students
International Students (F-1 visa)
• Can enroll K-12 as private school, multiple
years
• Vietnam, China, Korea (majority), Nigeria,
Thailand, Taiwan, Hong Kong, Algeria, UAE,
Cambodia, and Azerbaijan currently
• Looking to recruit from Russia, Vietnam, South
Korea
• May stay in dorm, host family, or with local
guardian
• Choose our school for academic success,
college acceptance (100%), and English
Language Learner support. Also cheaper cost
of living, safe, and clean in Minnesota
compared to East/West coasts

44. 8th Annual Conference, Miami
December 1-3, 2016
Digital Marketing Strategy & Results
• Search Engine Optimization
– Google & Organic Traffic
– Search Queries & Impressions
– Keyword Rankings & Heat Map
• Landing Pages
• Mobile/Pay Per Click
• Partner Sites (Boardingschools.com,
EDUFindMe, Study USA)

45. 8th Annual Conference, Miami
December 1-3, 2016
Customer Relationship Mgmt. Software
• Finding the right fit (sales/mktg.)
– Reference any companies here?
• Organic searches
• Referrals from other sites
• Social media sites
• Paid search
• Other

46. 8th Annual Conference, Miami
December 1-3, 2016
Social Media
• Facebook
– Followers
– Tracking
– Updates
• LinkedIn Campaigns
– Cost/Options
– Followers
– Results Tracking

47. 8th Annual Conference, Miami
December 1-3, 2016
International Campaigns & Travel
• Agent Recruiting
• Where to travel
– Cost considerations, how to sell
– ISM experiences
– Who to send
– International Recruiting Conferences
• AIRC
• BMI
• ICEF

48. 8th Annual Conference, Miami
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Content That Works
What prompts real student engagement?

49. 8th Annual Conference, Miami
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https://www.statista.com/statistics/467163/forecast-of-smartphone-users-in-in
What Prompts Student Mobile Engagement?

50. 8th Annual Conference, Miami
December 1-3, 2016
29%
15%
11%
6%
6%
4%
3%
3%
23%
Social Networking
Radio
Games
Multimedia
Instant Messengers
Music
Retail
News/Information
All Others
http://www.businessofapps.com/app-usage-statistics-2015/
Share of Mobile App Category Time Spent

51. 8th Annual Conference, Miami
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Mobile
Desktop/Laptop
Other Connected
devices
0.2
2.2
0.3
0.3 0.4 0.4
2.3 2.4 2.6 2.5 2.3 2.3 2.4
0.3 0.4
0.8 1.6 2.3 2.6
2.8
2.7 3.0 3.2
3.7
4.3 4.9 5.3
5.6
H
o
u
r
s
P
e
r
D
a
y
2008 2009 2010 2011 2012 2013 2014 2015
http://www.businessofapps.com/app-usage-statistics-2015/
Share of Mobile App Category Time Spent

52. 8th Annual Conference, Miami
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Millennials Top Apps by Mobile App Category Time Spent

53. 8th Annual Conference, Miami
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68.2
90.2
82.5
73.1
57.5
40.7 39.8
29.2
34.7
23.5
26.6
30.8
34.0
32.5
Total 18-24 34-44 44-54 55-6425-34 65+
Average Monthly Hours Per Visitor
Smartphone
Tablet
http://www.businessofapps.com/app-usage-statistics-2015/
Millennials Top Apps by Mobile App Category Time Spent

54. 8th Annual Conference, Miami
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Students React to…

55. 8th Annual Conference, Miami
December 1-3, 2016
Students React to…

56. 8th Annual Conference, Miami
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Students React to…

57. 8th Annual Conference, Miami
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Students React to…

58. 8th Annual Conference, Miami
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Students did NOT React to…

59. 8th Annual Conference, Miami
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Students did NOT React to…

60. 8th Annual Conference, Miami
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Quite simply put

61. 8th Annual Conference, Miami
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Reach - Gender

62. 8th Annual Conference, Miami
December 1-3, 2016
http://www.digitalinformationworld.com/2015/09/infographic-why-mobile-apps-are-being-uninstalled.html
Total Global number of Apps in leading stores
1600,000
1500,000
400,000
340,000
130,000
Apple App Store
Google Play
Amazon App Store
Windows Phone
Blackberry World
Most Popular Categories
Games – 21.8% Business – 10.3% Education – 9.8%
Average App Retention Rate
1st Month
29%
36% 25%
18%
11%
2nd Month
3rd Month
6th Month
12th Month
Education
1st Month
29%
53% 31%2nd Month
3rd Month
43%
Some Interesting Facts

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General browsing in App store
Speaking with friends or family 50%
Browsing top rated app 34%
On social media 20%
Searching via internet 14%
Ads in Newspaper 6%
Others 7%
63%
Downloading the app

64. 8th Annual Conference, Miami
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50%
Took up too much storage
41.3%
Intrusive advertisement
33.8%
App crashes
29.6%
Privacy concerns
26.8%
Complex design/registration process
3.6%
Time consuming/boring/no
more applicable
http://imgur.com/Ze
And why will I uninstall it?

65. 8th Annual Conference, Miami
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At Admission Table

66. 8th Annual Conference, Miami
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But how?

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68. 8th Annual Conference, Miami
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AI answers for 250+ universities

69. 8th Annual Conference, Miami
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The journey: Hand-holding at every step
Want to study
overseas
Enroll to
a universityDownload app
13
Ask
questions
Request
shortlist
Ask for
Feedback
Pay for face-
2-face
Apply to 6-10
universities
Loan, Visa,
Courier, Travel,
Insurance

70. 8th Annual Conference, Miami
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Acquiring students via social networks
Download app
13

71. 8th Annual Conference, Miami
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Engage students for personalized feedback
1. Automated shortlisting through 152 scenarios
2. Auto-scheduling and counselor assignment
3. Video chat on app (TBD)
Request
shortlist
Ask for
Feedback

72. 8th Annual Conference, Miami
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73. 8th Annual Conference, Miami
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Discussion
Let’s consider your next steps
1. Provide a great experience to your
current students (always)
2. Know your differentiators
3. Choose the target regions that have a high affinity
for those features (consider local, use data)
4. Choose the dissemination channels that
reach your target audience (mobile)
5. Create engaging content (draw the click)
6. Track the results
7. Modify tactics based on data (review your data)
8. Provide a great experience to your
current students (always)