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Nagap winter institute intl enrollment management workshop

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As part of NAGAP's Winter Institute for graduate admissions professionals, I conducted a two hour workshop on international enrollment management along with Fanta Aw, VP for Campus Life & …

As part of NAGAP's Winter Institute for graduate admissions professionals, I conducted a two hour workshop on international enrollment management along with Fanta Aw, VP for Campus Life & International Student & Scholar Services, at American University

Published in: Education, Technology

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  • 1. Implementing an Effective International Enrollment Model on Your Campus Planning, Marketing & Recruitment: Options to Consider www.EducationUSA.info
  • 2. Why Students Come http://bcove.me/zzgwhapbEducationUSA.state.gov
  • 3. Goals of EducationUSA1. Promote U.S. higher education to international students2. Provide comprehensive, impartial information to help students find a school that is a good fit3. Assist U.S. higher education community with recruitment and retention plans EducationUSA.state.gov
  • 4. Key Elements of an Effective IEM?• Cross-campus support• Student services in place• Resources committed• Research conducted• Target markets identified• SMART goals set EducationUSA.state.gov
  • 5. Questions to Ask?• What are our core programs/departments…? – That want international students – That can support them financially / professionally• How unified are admissions policies…? – For conditional admissions/ESL support – For timelines on decisions & aid awarding• Who provides campus-wide coordination…? – of messaging – of travel/scheduling EducationUSA.state.gov
  • 6. What recruitment works best?• Armchair – Print/online brochures & advertising – Social media outreach, engagement – Webinars, virtual events• Travel – Individual v. Small group v. tours• 3rd Party EducationUSA.state.gov
  • 7. Research Tools: Best Markets?External Internal• Open Doors • Alumni offices – Data tables • On-campus – Historical trends international expertise• EducationUSA • Current international – REACs students & their – Advisers parents EducationUSA.state.gov
  • 8. Open DoorsEducationUSA.state.gov
  • 9. Breakdown by Region
  • 10. Significant Grad MarketsOpen Doors – Top 101. China 76,8302. India 63,624 • Fastest Growing of top 253. S. Korea 22,468 grad markets:4. Taiwan 13,269 1. Saudi Arabia 32%5. Canada 11,618 2. Iran 24.5%6. Turkey 6,435 3. Bangladesh 20%7. Iran 4,696 4. China 15.6%8. Japan 4,650 5. Nigeria 5.5%9. Saudi Arabia 4,60410. Thailand 4,321
  • 11. Center & Country Fact Sheets• Downloadable pdfs – Education System – Higher Education Fairs – Trends & Program Highlights – Center contact details – Center & Country Statistics – Educational Authorities – Academic Calendars and more! EducationUSA.state.gov
  • 12. Our Guiding Principles• Live Where Your Audiences Live• Get Connected, Stay Involved, Be Relevant• Keep Them Coming Back For More• Listen, Listen, Listen• Your Name Matters EducationUSA.state.gov
  • 13. What’s best where?• No one size fits all – except for messaging• Tactics used/platforms considered – vary by country/region• Market Intelligence – internal surveys of current & prospective international & external research EducationUSA.state.gov
  • 14. EducationUSA Global Communications Survey February 2011 Results n. 5000+ respondentsEducationUSA.state.gov
  • 15. How International Student Friendly is Your Admissions Site?
  • 16. Importance of Messaging: Case Study EducationUSA.state.gov
  • 17. EducationUSA.state.gov
  • 18. Key Facts about Social Media• 75% of Facebook users outside the U.S. = 637.5 million – 60% of those outside U.S. 16-25 yrs old = 382.5 million – Available in 70 different languages• 70% of YouTube views from outside the U.S. – localized in 25 countries across 43 languages• 60% of all Twitter tweets not in English – 60% of users overseas 120 million• 78% of Wikipedia articles not in English – 267+ languages EducationUSA.state.gov
  • 19. How To Vote via Texting 1. Standard texting rates only (worst case US $0.20)TIPS 2. We have no access to your phone number 3. Capitalization doesn’t matter, but spaces and spelling do
  • 20. How To Vote via PollEv.comTIP Capitalization doesn’t matter, but spaces and spelling do
  • 21. How To Vote via PollEv.com/usernameTIP Capitalization doesn’t matter, but spaces and spelling do
  • 22. How To Vote via Twitter 1. Capitalization doesn’t matter, but spaces and spelling doTIPS 2. Since @poll is the first word, your followers will not receive this tweet
  • 23. • Source: http://wearesocial.net/blog/2011/11/tweets-english
  • 24. Facebook dominates…
  • 25. Not always the big 3• China – Renren, QQ, 500 million internet users• Russia – Vkontakte, Russian language, 111 million users globally• Netherlands – Hyves, 11 million (2/3 of Dutch population) rd• Japan – Mixi, but Twitter recently surpassed Mixi in terms of total users• Brazil – Orkut, but Facebook just surpassed & Twitter gaining fast EducationUSA.state.gov
  • 26. The China questions• http://mashable.com/2011/11/30/china-social-networking – Youku, Sina Weibo, Sina blogs, Renren & Kaixin• http://www.educationusachina.com/school/usschool/t/faqs – Verification issues, and other China credential/travel questions from our EdUSA team in Beijing
  • 27. What social media are you using internationally?Do you have these linked up on your website?
  • 28. Case study for linking accounts• February 2009 launch dates for 4 key EdUSA platforms: Separate YouTube, Facebook page, Twitter feed, blog – First 9 months: 957 video views, 785 fans, 235 followers, 100 blog reads• November 2009 re-launch our website with links to our social media platforms• October 2010 reports: – YouTube up 2537% 25,420 video views – Facebook up 963% 8,344 likes/fans – Twitter up 231% 779 followers – Blog up 900% 1000 reads EducationUSA.state.gov
  • 29. Facebook Page• Over 30,000 fans or ‘Likes’• Events and Links posted• Photos/Videos• www.Facebook.com/EducationUSA• Links to 180+ individual EducationUSA center Facebook profiles, groups, & pages EducationUSA.state.gov
  • 30. YouTube Channel• 120 college & university videos profiled• Ten playlists of our network’s content• 108,000+ uploaded views (as of January 2012)• 100+ uploaded videos EducationUSA.state.gov
  • 31. Twitter feeds• For U.S. institutions… • For students… http://twitter.com/#!/EdUSAtips/educationusa/members EducationUSA.state.gov
  • 32. Webinars, Chats & Virtual Events• Primary Webinar Platforms: – Adobe Connect – WebEx – GoToMeeting• Chat options: – Different vendors (like Hobsons) – Skype, Live Messenger, Meebo, Facebook Group chat, Google+ hangouts• Virtual Recruitment Events: – CollegeWeekLive International Day – Hobsons Virtual Student Fair – EducationUSA Virtual College Fair
  • 33. Final Thoughts on Social Media• “ Are you using social media to blare your message, or are you taking the time to create connections that pay off with real results.” – Mike Petroff (.eduGuru) – White paper on: Why your school’s social media strategy is falling behind Source: http://www.fathomseo.com/resources/guides/social-media-marketing.asp
  • 34. Free tools to promote your institution abroad• Alumni• Current international students• Study/intern abroad students• EducationUSA global, regional & country level services
  • 35. EdUSA Connects
  • 36. EdUSA Connects• Phase I – Began December 2010 – U.S. institutional reps to students & EducationUSA advisers – 100 sessions reached 4300+ live, 24,000 recorded views on our site, & 42,000+ downloads of session podcasts on iTunes• Phase II – Began April 2011 – EducationUSA REACs & Advisers to U.S. higher ed community – Regional information on recruitment opportunities, credentials, & national scholarship programs• Phase III – Began November 2011 – Virtual College Fair: 130+ institutions participated with over 1200 students visiting virtual presentations EducationUSA.state.gov
  • 37. Submit Information to Weekly Update 400 + Centers in 170 Countries  Newsletters  Websites  Social Media  Email Groups  Advising Sessions  Radio/TV/Print  New:  Financial Aid Search Engine  RSS Feeds! http://educationusa.info/highered.php EducationUSA.state.gov
  • 38. Send Materials to Our Centers• Downloadable spreadsheet – Includes mailing addresses (some of which are domestic pouch or APO addresses) – Lists exactly which items can be received – Lists maximum quantities of each item that can be sent EducationUSA.state.gov
  • 39. EducationUSA.state.gov
  • 40. Next Steps• Log in to www.EducationUSA.state.gov o Sign-up to request a login; receive HEI News; send information to Weekly Update; & use resources on website• Attend EducationUSA events: EducationUSA Fairs, Regional Conferences and Webinars• Next Regional Conference – East Asia and Pacific Triennial Conference, March 31 – April 2, 2012• EducationUSA Forum, Washington DC, June 27- 29, 2012 EducationUSA.state.gov
  • 41. Strategic International Enrollment & Internationalization Fanta Aw, PhD American University
  • 42. External and Internal Influences
  • 43. Key Factors for an IEM Model• Internationalized Curriculum• Campus Readiness• Data Intelligence• 360 degree- Holistic• 3 R’s “Recruitment, Retention, Re-entry”• Success/Assessment
  • 44. Contact Information Marty Bennett EducationUSA Outreach Coordinator Institute of International Education mbennett@educationusa.info Fanta Aw Assistant VP, Campus Life & ISS American University fanta@american.eduEducationUSA.state.gov

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