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Implementing an Effective International  Enrollment Model on Your Campus       Planning, Marketing & Recruitment:         ...
Why Students Come                 http://bcove.me/zzgwhapbEducationUSA.state.gov
Goals of EducationUSA1. Promote U.S. higher education to international   students2. Provide comprehensive, impartial infor...
Key Elements of an Effective IEM?•   Cross-campus support•   Student services in place•   Resources committed•   Research ...
Questions to Ask?• What are our core programs/departments…?   – That want international students   – That can support them...
What recruitment works best?• Armchair  – Print/online brochures & advertising  – Social media outreach, engagement  – Web...
Research Tools: Best Markets?External                        Internal• Open Doors                    • Alumni offices  – D...
Open DoorsEducationUSA.state.gov
Breakdown by Region
Significant Grad MarketsOpen Doors – Top 101. China              76,8302. India              63,624   • Fastest Growing of...
Center & Country Fact Sheets• Downloadable pdfs   – Education System   – Higher Education Fairs   – Trends & Program Highl...
Our Guiding Principles•   Live Where Your Audiences Live•   Get Connected, Stay Involved, Be Relevant•   Keep Them Coming ...
What’s best where?• No one size fits all – except for messaging• Tactics used/platforms considered – vary by  country/regi...
EducationUSA Global Communications Survey February 2011 Results                                            n. 5000+ respon...
How International Student Friendly is Your Admissions Site?
Importance of Messaging: Case Study    EducationUSA.state.gov
EducationUSA.state.gov
Key Facts about Social Media• 75% of Facebook users outside the U.S. = 637.5 million   – 60% of those outside U.S. 16-25 y...
How To Vote via Texting       1. Standard texting rates only (worst case US $0.20)TIPS   2. We have no access to your phon...
How To Vote via PollEv.comTIP   Capitalization doesn’t matter, but spaces and spelling do
How To Vote via PollEv.com/usernameTIP   Capitalization doesn’t matter, but spaces and spelling do
How To Vote via Twitter       1. Capitalization doesn’t matter, but spaces and spelling doTIPS       2. Since @poll is the...
• Source: http://wearesocial.net/blog/2011/11/tweets-english
Facebook dominates…
Not always the big 3•   China – Renren, QQ, 500 million internet users•   Russia – Vkontakte, Russian language, 111 millio...
The China questions• http://mashable.com/2011/11/30/china-social-networking   – Youku, Sina Weibo, Sina blogs, Renren & Ka...
What social media are you using        internationally?Do you have these linked up on your             website?
Case study for linking accounts• February 2009 launch dates for 4 key EdUSA platforms:  Separate YouTube, Facebook page, T...
Facebook Page•   Over 30,000 fans or ‘Likes’•   Events and Links posted•   Photos/Videos•   www.Facebook.com/EducationUSA•...
YouTube Channel• 120 college & university videos  profiled• Ten playlists of our network’s  content• 108,000+ uploaded vie...
Twitter feeds• For U.S. institutions…              • For students…         http://twitter.com/#!/EdUSAtips/educationusa/me...
Webinars, Chats & Virtual Events•   Primary Webinar Platforms:     – Adobe Connect     – WebEx     – GoToMeeting•   Chat o...
Final Thoughts on Social Media• “ Are you using social media to blare your  message, or are you taking the time to create ...
Free tools to promote your institution                abroad•   Alumni•   Current international students•   Study/intern a...
EdUSA Connects
EdUSA Connects• Phase I – Began December 2010   – U.S. institutional reps to students & EducationUSA advisers   – 100 sess...
Submit Information to Weekly Update 400 + Centers in 170 Countries       Newsletters       Websites       Social Media...
Send Materials to Our Centers• Downloadable spreadsheet  – Includes mailing addresses (some of which are    domestic pouch...
EducationUSA.state.gov
Next Steps• Log in to www.EducationUSA.state.gov  o Sign-up to request a login; receive HEI News; send    information to W...
Strategic International Enrollment      & Internationalization           Fanta Aw, PhD         American University
External and Internal Influences
Key Factors for an IEM Model•   Internationalized Curriculum•   Campus Readiness•   Data Intelligence•   360 degree- Holis...
Contact Information                   Marty Bennett       EducationUSA Outreach Coordinator        Institute of Internatio...
Nagap winter institute intl enrollment management workshop
Nagap winter institute intl enrollment management workshop
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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 & International Student & Scholar Services, at American University

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Transcript of "Nagap winter institute intl enrollment management workshop"

  1. 1. Implementing an Effective International Enrollment Model on Your Campus Planning, Marketing & Recruitment: Options to Consider www.EducationUSA.info
  2. 2. Why Students Come http://bcove.me/zzgwhapbEducationUSA.state.gov
  3. 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. 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. 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. 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. 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. 8. Open DoorsEducationUSA.state.gov
  9. 9. Breakdown by Region
  10. 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. 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. 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. 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. 14. EducationUSA Global Communications Survey February 2011 Results n. 5000+ respondentsEducationUSA.state.gov
  15. 15. How International Student Friendly is Your Admissions Site?
  16. 16. Importance of Messaging: Case Study EducationUSA.state.gov
  17. 17. EducationUSA.state.gov
  18. 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. 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. 20. How To Vote via PollEv.comTIP Capitalization doesn’t matter, but spaces and spelling do
  21. 21. How To Vote via PollEv.com/usernameTIP Capitalization doesn’t matter, but spaces and spelling do
  22. 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. 23. • Source: http://wearesocial.net/blog/2011/11/tweets-english
  24. 24. Facebook dominates…
  25. 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. 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. 27. What social media are you using internationally?Do you have these linked up on your website?
  28. 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. 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. 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. 31. Twitter feeds• For U.S. institutions… • For students… http://twitter.com/#!/EdUSAtips/educationusa/members EducationUSA.state.gov
  32. 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. 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. 34. Free tools to promote your institution abroad• Alumni• Current international students• Study/intern abroad students• EducationUSA global, regional & country level services
  35. 35. EdUSA Connects
  36. 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. 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. 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. 39. EducationUSA.state.gov
  40. 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. 41. Strategic International Enrollment & Internationalization Fanta Aw, PhD American University
  42. 42. External and Internal Influences
  43. 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. 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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