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Inform Your International Recruiting
Plans with Current Student Mobility
Data
AIRC Annual Conference 2015
Hollywood, Flori...
Panelists
Benjamin Waxman
Chief Executive Officer
Intead, MA
2
Jennifer Gruenewald
Director, International Student and Sch...
Elevator Speeches
3
Objectives of the session
• Understand current trends in international student
mobility to the U.S.
• Define important int...
Outreach Search Recruit Admit Yield Matriculate Retain Graduate
Outreach to 
community 
to support  
college 
aspirations;...
Agenda
• Context of international undergraduate student
mobility based on external data
• Internal data important for inst...
Global student mobility is at an all-time high and
will continue to grow
SOURCE: OECD, 2014. Education at a Glance.
9
Rise of Asia as a sender of internationally mobile
students—accounting for more than half of global share
SOURCE: OECD, 20...
20%
11%
8%
7%
6%6%
5%3%
34%
U.S.
UK
China
France
Germany
Australia
Canada
Japan
All Others
2012
Worldwide: 4.5 million stu...
20%
11%
8%
7%
6%6%
5%3%
34%
U.S.
UK
China
France
Germany
Australia
Canada
Japan
All Others
While the US and UK continue to...
intead.com
Growth in International Students
Source: IIE Open Doors 2015 Report on
International Educational Exchange
Undergraduates continue to drive international
student mobility to the U.S.
Undergraduates
399K
Graduates
362K
UNDERGRADUA...
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Saudi A...
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Saudi A...
Global aspirations to study abroad continue to rise,
especially from Asia & the Middle East/North Africa
EAST ASIA &
THE P...
Not all institutions are experiencing the
same growth
Source: http://chronicle.com/article/Overseas-Students-Pour-Into/234...
intead.com
In the US: Mixed enrollment success
One-third of institutions show
declining international enrollment
from 2009...
intead.com
Greater Concentration of Students 
http://services.intead.com/blog/insight/success-breeds-more-success-in-inter...
intead.com
The Usual Suspects
Source: IIE Open Doors 2015 Fast Facts
Geography matters: the U.S. regions that attract the largest
share of int’l applications are the Pacific coast, the Great
...
But so does size: not surprisingly, major land-grants and
other publics (with a few large privates) enroll the most int’l
...
Reputation & rankings are important, but other
factors influence decision-making
24
U.S. Universities with the Most SAT Sc...
Reputation & rankings are important, but other
factors influence decision-making
25
U.S. Universities with the Most SAT Sc...
26
Student Search Service® - Geography
Proprietary and Confidential27
28
From which 
countries in Asia 
does my 
institutions receive 
the most SAT 
scores? And what 
are their average 
SAT sc...
Context is important in evaluating international
applicants across various standards
29
NOTE: SAT means are based on the g...
Who are your competitors?
Understanding SAT score report overlap for UWM
30
88
19
13
10
9
9
8
8
8
8
8
7
6
6
6
6
6
6
6
6
6
...
Who are your competitors?
Understanding SAT score report overlap for UWM
31
88
19
13
10
9
9
8
8
8
8
8
7
6
6
6
6
6
6
6
6
6
...
Agenda
• Context of international undergraduate student
mobility based on external data
• Internal data important for inst...
intead.com
 How to scale recruitment?
Top/proactive universities are gaining market share
They are recognizing and acting...
intead.com
Why do some schools grow?
Source: Factors driving increases in international student enrollments, 2015/16
IIE O...
intead.com
Which Programs Should I Promote?
SELECTED FIELDS OF STUDY  % of total % change
Business and Management 20.2 4.8...
intead.com
 How to scale recruitment?
Top universities are gaining share.
 Commission-based recruitment
Adoption increas...
intead.com
Trends: More US Undergrads Taking Online Classes
intead.com
Trends: Chinese Undergrads in Distance Learning in China
1.75M
2M
2.2M
-
500,000
1,000,000
1,500,000
2,000,000
...
intead.com
ANALYTICS
Using Data to Support Recruitment
intead.com
Analytics – Free and Data Rich
Google Analytics provides real-time data about your website visitors
intead.com
Analytics – Deep Geographic Insights
Google Analytics tells
you which cities visitors
are coming from. Useful
a...
intead.com
What Google Analytics Tell Us
India
10.4 K
China
28.4 K
~500 K
~1,500 K
This institution is losing
thousands of...
intead.com
Int’l Alumni – Job Location & Function
Linked In will tell you where in the world your alumni are now, where th...
intead.com
Source:
Education 48
Engineering 20
Entrepreneurship 20
Operations 18
Sales 18
Consulting 18
Media and Communic...
intead.com
Earned Media – Linked In
We saw that this Intead blog post had
a mediocre ORGANIC performance
on Linked In. We ...
intead.com
Paid Media – Linked In
This Intead blog post had a
strong ORGANIC performance
on Linked In. We chose to
promote...
Agenda
• Context of international undergraduate student
mobility based on external data
• Internal data important for inst...
External Sources
• Open Doors
• Google Analytics
• iGraduate International Student Barometer – Benchmarking against peers
...
UWM’s Enrollment Growth
1,102
1,230
1,325
1,647
1,777
0
200
400
600
800
1,000
1,200
1,400
1,600
1,800
2,000
2010 2011 2012...
Int’l Recruitment Strategy: Sources of Students
25%
15%
10% 15%
35%
Retention/Graduation/
Student Experience
Partnerships
...
Fair Inquires
51
Most Valuable Fair Email Addresses
Comparison by Fair Provider:   
# of students vs. # of bad email addresses based on 
ha...
Most Valuable Fair Email Addresses
Comparison by Fair Provider:  Open rates & 
click through rates for first follow‐up ema...
Spring 2015: Attended 4 Fairs
Collected: 623 Total Leads
Lead Collection Tools:
• 340 leads collected via an online quick ...
Case Study: Engaging & Tracking Fair Leads
Email # 1 Email # 2
UWM Results
UWM avg. open rate: 63%
Mailchimp Benchmark (industry standard): 22.23%
UWM avg. click rate for broch: 11%
Mai...
Focus Group: How did you search?
Most Influential Factors
Resulting Branding Concepts
• Serious, adventurous students thrive at UWM
• At UWM, professors pay attention to you.
• Sur...
Another Twist on Data
• Holistic Picture – Quantitative and Qualitative
o Planning for Change
• Data Driven Decision Makin...
 College Board
 Institute of International Education (IIE)
 ICEF Monitor
 PIE News
 Intead’s Recruiting Intelligence ...
AIRC 2015 Student Mobility Data for Recruiting Plans
AIRC 2015 Student Mobility Data for Recruiting Plans
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AIRC 2015 Student Mobility Data for Recruiting Plans

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Which international markets are now the best recruiting
targets for your international student enrollment plans?
The College Board and Intead present
the latest data available on trends in international student
mobility and how to use the data to inform your digital and
off-line marketing efforts.

Published in: Data & Analytics
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AIRC 2015 Student Mobility Data for Recruiting Plans

  1. 1. Inform Your International Recruiting Plans with Current Student Mobility Data AIRC Annual Conference 2015 Hollywood, Florida Friday, December 4, 2015 3:30 p.m. - 4:45 PM
  2. 2. Panelists Benjamin Waxman Chief Executive Officer Intead, MA 2 Jennifer Gruenewald Director, International Student and Scholar Services University of Wisconsin-Milwaukee, WI Clay Hensley Senior Director, International Strategy & Outreach The College Board, NY
  3. 3. Elevator Speeches 3
  4. 4. Objectives of the session • Understand current trends in international student mobility to the U.S. • Define important internal and external data that can inform institutional approaches. • Learn best practices in leveraging data to inform your international recruitment plan, including agent network and digital marketing efforts. 6
  5. 5. Outreach Search Recruit Admit Yield Matriculate Retain Graduate Outreach to  community  to support   college  aspirations;  Inform  about  Institution Recruit and  pursue best  qualified  students   (prospects)  Select  applicants  for  admission  based on  enrollment  objectives (admits) Send offers  and  Financial  Aid awards;  Perform  outreach  activities Enroll,  register  and  place  students Manage and  maintain  student  persistence Develop and  manage  alumni  relationships Research  and identify  potential  college‐ bound  students  (suspects) College and University Enrollment Channel An integrated international strategy should support your institution’s goals at many steps along the enrollment channel 7
  6. 6. Agenda • Context of international undergraduate student mobility based on external data • Internal data important for institutions to collect to inform recruitment • Leveraging data to attract and enroll best-fit international students • Open Question, Answer & Feedback 8
  7. 7. Global student mobility is at an all-time high and will continue to grow SOURCE: OECD, 2014. Education at a Glance. 9
  8. 8. Rise of Asia as a sender of internationally mobile students—accounting for more than half of global share SOURCE: OECD, 2014. Education at a Glance. Table C4.3. Asia  53% Europe  23% Africa   12% Latin America  and the  Caribbean  6% North America   3% Oceania  1% Not specified   3% Distribution of Foreign Students in Tertiary Education, by Region of  Origin (2012) Percentage of foreign tertiary students enrolled worldwide 10
  9. 9. 20% 11% 8% 7% 6%6% 5%3% 34% U.S. UK China France Germany Australia Canada Japan All Others 2012 Worldwide: 4.5 million students Top 8 Host Countries of Globally Mobile Students 28% 11% 9% 7% 4%3% 2% 2% 34% U.S. UK Germany France Australia Japan Spain Belgium All Others Although the number of students going to US to study has increased, the proportion has decreased. SOURCE: Institute of International Education. (2014). Atlas of Student Mobility. 2000 Worldwide: 2.1 million students While the US and UK continue to host the most international students, there are newcomers to this landscape
  10. 10. 20% 11% 8% 7% 6%6% 5%3% 34% U.S. UK China France Germany Australia Canada Japan All Others While the US and UK continue to host the most international students, there are newcomers to this landscape 2000 Worldwide: 2.1 million students 2012 Worldwide: 4.5 million students Top 8 Host Countries of Globally Mobile Students SOURCE: Institute of International Education. (2014). Atlas of Student Mobility. 28% 11% 9% 7% 4%3% 2% 2% 34% U.S. UK Germany France Australia Japan Spain Belgium All Others
  11. 11. intead.com Growth in International Students Source: IIE Open Doors 2015 Report on International Educational Exchange
  12. 12. Undergraduates continue to drive international student mobility to the U.S. Undergraduates 399K Graduates 362K UNDERGRADUATE Growth from 2014 to 2015 +7.6% Undergraduates ~221K Graduates ~192K SOURCE: Institute of International Education. (2015). Retrieved from http://www.iie.org/opendoors    14
  13. 13. 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Saudi Arabia Vietnam India China Canada Japan South Korea Rest Approximately 399,000 international undergraduate students in the U.S. in 2014 Top 7  countries Although overall int’l undergrad student mobility to U.S. universities continues to increase, recent trends reveal most of the growth derives from only a handful of source countries 15SOURCE: Institute of International Education. (2015). "International Students by Academic Level and Place of Origin,  2013/14." Open Doors Report on International Educational Exchange. Retrieved from http://www.iie.org/opendoors   
  14. 14. 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Saudi Arabia Vietnam India China Canada Japan South Korea Rest Approximately 399,000 international undergraduate students in the U.S. in 2014 Top 7  countries SOURCE: Institute of International Education. (2015). "International Students by Academic Level and Place of Origin,  2013/14." Open Doors Report on International Educational Exchange. Retrieved from http://www.iie.org/opendoors    Although overall int’l undergrad student mobility to U.S. universities continues to increase, recent trends reveal most of the growth derives from only a handful of source countries 16 Saudi Arabia China Rest of the World CAGR: +38% CAGR:+33% CAGR: 0% Since 2006 Vietnam CAGR: +17% India CAGR: +3%
  15. 15. Global aspirations to study abroad continue to rise, especially from Asia & the Middle East/North Africa EAST ASIA & THE PACIFIC +9% AMERICAS+4% EUROPE & EURASIA +6% +9% SUB-SAHARAN AFRICA +3% +14% SOUTH & CENTRAL ASIA MIDDLE EAST & NORTH AFRICA International Average  (CAGR) since 2010 8% 17 Five‐year Compound Annual Growth Rate of SAT Reasoning Exam Test Takers, AY2010‐2015 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, 2015. Internal analysis of SAT data Academic Year 2010‐2015.
  16. 16. Not all institutions are experiencing the same growth Source: http://chronicle.com/article/Overseas-Students-Pour-Into/234200
  17. 17. intead.com In the US: Mixed enrollment success One-third of institutions show declining international enrollment from 2009 - 2013
  18. 18. intead.com Greater Concentration of Students  http://services.intead.com/blog/insight/success-breeds-more-success-in-international-student-enrollment
  19. 19. intead.com The Usual Suspects Source: IIE Open Doors 2015 Fast Facts
  20. 20. Geography matters: the U.S. regions that attract the largest share of int’l applications are the Pacific coast, the Great Lakes region, and the northeast I-95 corridor Top 25 U.S. institutions receiving the most SAT scores from international students in 2014/15 University of Washington University of California: Berkeley Stanford University University of California: Los Angeles University of Southern California University of California: San Diego University of Illinois: Urbana-Champaign University of Michigan Cornell University New York University Boston University Penn State University University of Pennsylvania Harvard University Northeastern University Columbia University Princeton University Yale University MIT Brown University Purdue University Ohio State University Georgia Institute of Technology 22 Northwestern University NOTE: Data indicate SAT score reports of SAT test takers who reported 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, 2015. Internal analysis of SAT data Academic Year 2010‐2015. University of Wisconsin Madison
  21. 21. But so does size: not surprisingly, major land-grants and other publics (with a few large privates) enroll the most int’l undergraduates 25 U.S. institutions with the most int’l undergraduates in academic year 2013/14 University of Washington University of California: Berkeley University of California: Los Angeles University of Southern California University of California: San Diego Santa Monica College California State-Northridge University of Oregon Houston Community College Fort Hays State University University of Illinois: Urbana- Champaign Ohio State University New York University Boston University Penn State University Northeastern University University at BuffaloMichigan State University University of Minnesota-Twin Cities Miami Dade College Indiana University -BloomingtonAcademy of Art University Arizona State University-Tempe SOURCE: Integrated Postsecondary Education Data System (IPEDS) data from the National Center for Education Statistics 23 University of Wisconsin-Madison Purdue University
  22. 22. Reputation & rankings are important, but other factors influence decision-making 24 U.S. Universities with the Most SAT Score Reports by Sending Country, AY2015 SAT score send report data shows highest receiving institutions are relatively similar among sending countries, but variances also exist, revealing differences in brand awareness, proactive recruitment by institutions, etc. NOTE: Data indicate SAT score reports of SAT test takers who reported 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. SOURCE: College Board, 2015. Internal analysis of SAT data Academic Year 2015. China India Vietnam Pennsylvania State University Purdue University West Lafayette Franklin And Marshall College Ohio State University Columbus University of California Berkeley Clark University Purdue University West Lafayette Cornell University Texas Christian University University of Illinois Urbana Georgia Institute of Technology Dickinson College Boston University Stanford University Gettysburg College University of Washington University of California Los Angeles Skidmore College University of California Berkeley University of Michigan Ann Arbor Trinity College Connecticut University of California Los Angeles New York University Bucknell University University of Michigan Ann Arbor University of Illinois Urbana Lafayette College University of Wisconsin Madison Pennsylvania State University Worcester Polytechnic Institute Case Western Reserve University University of Pennsylvania  Drexel University University of California San Diego University of Southern California Cornell University New York University Boston University Lehigh University University of California Irvine Massachusetts Institute of Technology Grinnell College University of California Davis University of Texas Austin Gustavus Adolphus College Northeastern University Harvard University College of Wooster University of Southern California Princeton University Temple University University of California Santa Barbara Carnegie Mellon University University of Massachusetts Amherst Cornell University Ohio State University Columbus Colgate University University of Virginia Columbia University University of Richmond
  23. 23. Reputation & rankings are important, but other factors influence decision-making 25 U.S. Universities with the Most SAT Score Reports by Sending Country, AY2015 SAT score send report data shows highest receiving institutions are relatively similar among sending countries, but variances also exist, revealing differences in brand awareness, proactive recruitment by institutions, etc. NOTE: Data indicate SAT score reports of SAT test takers who reported 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. SOURCE: College Board, 2015. Internal analysis of SAT data Academic Year 2015. China India Vietnam Pennsylvania State University Purdue University West Lafayette Franklin And Marshall College Ohio State University Columbus University of California Berkeley Clark University Purdue University West Lafayette Cornell University Texas Christian University University of Illinois Urbana Georgia Institute of Technology Dickinson College Boston University Stanford University Gettysburg College University of Washington University of California Los Angeles Skidmore College University of California Berkeley University of Michigan Ann Arbor Trinity College Connecticut University of California Los Angeles New York University Bucknell University University of Michigan Ann Arbor University of Illinois Urbana Lafayette College University of Wisconsin Madison Pennsylvania State University Worcester Polytechnic Institute Case Western Reserve University University of Pennsylvania  Drexel University University of California San Diego University of Southern California Cornell University New York University Boston University Lehigh University University of California Irvine Massachusetts Institute of Technology Grinnell College University of California Davis University of Texas Austin Gustavus Adolphus College Northeastern University Harvard University College of Wooster University of Southern California Princeton University Temple University University of California Santa Barbara Carnegie Mellon University University of Massachusetts Amherst Cornell University Ohio State University Columbus Colgate University University of Virginia Columbia University University of Richmond
  24. 24. 26
  25. 25. Student Search Service® - Geography Proprietary and Confidential27
  26. 26. 28 From which  countries in Asia  does my  institutions receive  the most SAT  scores? And what  are their average  SAT scores?
  27. 27. Context is important in evaluating international applicants across various standards 29 NOTE: SAT means are based on the graduating class of 2015's most recent exam results .  Test‐takers are defined by the  location of their self‐reported College Board school code; or their home address if their College Board school code is  unavailable. U.S refers to the 50 states & D.C. International refers to countries outside of the U.S.   SOURCE: College Board | Internal analysis of the 2015 cohort data from Data Connect. 496 483 475 501 505 505 390 500503 579 531 528 654 576 524 611 483 497 487 491 533 496 424 521 0 100 200 300 400 500 600 700 U.S. International Africa Americas East Asia & the Pacific Europe & Eurasia Middle East & North Africa South & Central Asia SAT Mean Scores by Geographic Region, 2015 Cohort Critical Reading Math Writing
  28. 28. Who are your competitors? Understanding SAT score report overlap for UWM 30 88 19 13 10 9 9 8 8 8 8 8 7 6 6 6 6 6 6 6 6 6 UNIVERSITY OF WISCONSIN MILWAUKEE UNIVERSITY OF WISCONSIN MADISON UNIVERSITY OF ILLINOIS CHICAGO UNIVERSITY OF MASSACHUSETTS AMHERST ARIZONA STATE UNIVERSITY MICHIGAN STATE UNIVERSITY UNIVERSITY OF ILLINOIS URBANA BOSTON UNIVERSITY UNIVERSITY OF TEXAS ARLINGTON OHIO STATE UNIVERSITY PURDUE UNIVERSITY WEST LAFAYETTE UNIVERSITY OF ARIZONA UNIVERSITY OF MICHIGAN ANN ARBOR NCAA ELIGIBILITY CENTER UNIVERSITY OF WASHINGTON PENNSYLVANIA STATE UNIVERSITY UNIVERSITY OF KANSAS RUTGERS UNIVERSITY UNIVERSITY OF PITTSBURGH SUNY AT ALBANY UNIVERSITY OF TEXAS AUSTIN US Institutions that Received SAT Scores from International  Students Who Sent SAT to UWM, 2014/15 NOTE: Data indicate SAT score reports sent in AY2015 of test takers of 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 data | Internal analysis of SAT score sends in 2014/15.
  29. 29. Who are your competitors? Understanding SAT score report overlap for UWM 31 88 19 13 10 9 9 8 8 8 8 8 7 6 6 6 6 6 6 6 6 6 UNIVERSITY OF WISCONSIN MILWAUKEE UNIVERSITY OF WISCONSIN MADISON UNIVERSITY OF ILLINOIS CHICAGO UNIVERSITY OF MASSACHUSETTS AMHERST ARIZONA STATE UNIVERSITY MICHIGAN STATE UNIVERSITY UNIVERSITY OF ILLINOIS URBANA BOSTON UNIVERSITY UNIVERSITY OF TEXAS ARLINGTON OHIO STATE UNIVERSITY PURDUE UNIVERSITY WEST LAFAYETTE UNIVERSITY OF ARIZONA UNIVERSITY OF MICHIGAN ANN ARBOR NCAA ELIGIBILITY CENTER UNIVERSITY OF WASHINGTON PENNSYLVANIA STATE UNIVERSITY UNIVERSITY OF KANSAS RUTGERS UNIVERSITY UNIVERSITY OF PITTSBURGH SUNY AT ALBANY UNIVERSITY OF TEXAS AUSTIN US Institutions that Received SAT Scores from International  Students Who Sent SAT to UWM, 2014/15 NOTE: Data indicate SAT score reports sent in AY2015 of test takers of 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 data | Internal analysis of SAT score sends in 2014/15. If we exclude universities that  are in the top 50 that receive  the most SAT score reports  from all international student,  we can identify 8 among the  original 20 peers that are true  competitors. 
  30. 30. Agenda • Context of international undergraduate student mobility based on external data • Internal data important for institutions to collect to inform recruitment • Leveraging data to attract and enroll best-fit international students • Open Question, Answer & Feedback 32
  31. 31. intead.com  How to scale recruitment? Top/proactive universities are gaining market share They are recognizing and acting on mobility trends A few market observations
  32. 32. intead.com Why do some schools grow? Source: Factors driving increases in international student enrollments, 2015/16 IIE Open Doors: FALL 2015 SNAPSHOT SURVEY OF INTERNATIONAL STUDENT The difficult answer: Increased Budget Allocation to Recruitment/Marketing  Better able to implement/manage int’l recruiting 34
  33. 33. intead.com Which Programs Should I Promote? SELECTED FIELDS OF STUDY  % of total % change Business and Management 20.2 4.8 Engineering 20.2 15.6 Math and Computer Science 11.6 23.5 Social Sciences 7.8 4.9 Physical and Life Sciences 7.6 4.8 Fine and Applied Arts 5.8 10.9 Intensive English 5 12.2 Health Professions 3.4 4.5 Communications and Journalism 2.1 7.9 Education 1.8 ‐1.1 Humanities 1.8 ‐2.4 Legal Studies and Law Enforcement 1.4 8.5 Source: IIE Open Doors, 2015 Fast Facts Hidden Data Gems Agriculture 1.3 15.4 Varied data sources can tell us where to focus our resources – which programs to promote so that our institution can stand out from all the others. We may not be able to compete with all the other institutions promoting their business and engineering degrees.
  34. 34. intead.com  How to scale recruitment? Top universities are gaining share.  Commission-based recruitment Adoption increasing.  Pathway Programs Increased interest. A few market observations / trends
  35. 35. intead.com Trends: More US Undergrads Taking Online Classes
  36. 36. intead.com Trends: Chinese Undergrads in Distance Learning in China 1.75M 2M 2.2M - 500,000 1,000,000 1,500,000 2,000,000 2,500,000 2011 2012 2013 #ofChineseUndergrads Source: 2014 China Statistical Yearbook, http://www.stats.gov.cn/tjsj/ndsj/2014/indexeh.htm Compare the trend in China to the # of US Undergrads in Distance Learning in the US (2012) 18.2MSource: NCES https://nces.ed.gov/fastfacts/display.asp?id=80
  37. 37. intead.com ANALYTICS Using Data to Support Recruitment
  38. 38. intead.com Analytics – Free and Data Rich Google Analytics provides real-time data about your website visitors
  39. 39. intead.com Analytics – Deep Geographic Insights Google Analytics tells you which cities visitors are coming from. Useful as you select cities for your international recruiting trips
  40. 40. intead.com What Google Analytics Tell Us India 10.4 K China 28.4 K ~500 K ~1,500 K This institution is losing thousands of visitors from India and China because visitors bail from the homepage. The messaging and navigation turn them off. They worked hard to get visitors to their website and then lost them immediately. © intead.com
  41. 41. intead.com Int’l Alumni – Job Location & Function Linked In will tell you where in the world your alumni are now, where they work, the industry, their title…. Great for supporting your international recruiting trips; great for demonstrating your graduates’ successes. This data is publicly available.
  42. 42. intead.com Source: Education 48 Engineering 20 Entrepreneurship 20 Operations 18 Sales 18 Consulting 18 Media and Communication 13 Program and Project Management 13 Research 12 Business Development 12 Human Resources 11 Marketing 9 Support 8 Finance 7 Information Technology 7 Arts and Design 6 Accounting 3 …… …… Linked In Data – Job Function
  43. 43. intead.com Earned Media – Linked In We saw that this Intead blog post had a mediocre ORGANIC performance on Linked In. We chose not to promote it with paid advertising.
  44. 44. intead.com Paid Media – Linked In This Intead blog post had a strong ORGANIC performance on Linked In. We chose to promote it with paid advertising (~$150) resulting in 14K+ impressions. Tracking your organic results tells you when to put ad $ behind your social media
  45. 45. Agenda • Context of international undergraduate student mobility based on external data • Internal data important for institutions to collect to inform recruitment • Leveraging data to attract and enroll best-fit international students • Open Question, Answer & Feedback 47
  46. 46. External Sources • Open Doors • Google Analytics • iGraduate International Student Barometer – Benchmarking against peers Internal Sources • Admitted Not Enrolled Survey – helps identify target messaging • International Student Focus Groups • Tracking Incomplete applications – helps convert previously engaged leads • Lead engagements (international fair leads and email campaign open rates and click rates) – helps identify best engagement marketing The Data We Use
  47. 47. UWM’s Enrollment Growth 1,102 1,230 1,325 1,647 1,777 0 200 400 600 800 1,000 1,200 1,400 1,600 1,800 2,000 2010 2011 2012 2013 2014
  48. 48. Int’l Recruitment Strategy: Sources of Students 25% 15% 10% 15% 35% Retention/Graduation/ Student Experience Partnerships Agents International Fairs Digital Marketing
  49. 49. Fair Inquires 51
  50. 50. Most Valuable Fair Email Addresses Comparison by Fair Provider:    # of students vs. # of bad email addresses based on  hard bounces from first follow‐up email Tracking your success with leads from each fair tells you which fairs are valuable to attend again and which are not. Success means open and click through rates and overall engagement with your content. If leads are not converting, the fair is full of disinterested students. Some fair providers fill the hall with anyone they can lure in – which is NOT helpful to you.
  51. 51. Most Valuable Fair Email Addresses Comparison by Fair Provider:  Open rates &  click through rates for first follow‐up email
  52. 52. Spring 2015: Attended 4 Fairs Collected: 623 Total Leads Lead Collection Tools: • 340 leads collected via an online quick entry form integrated with Hubspot. • Automated emails triggered based on form completion. Email Follow-up Process: • Within 24 hours leads receive Study Wisconsin branded email. • 1 day later leads receive a UWM branded email inviting them to download a UWM brochure. Case Study: Engaging & Tracking Fair Leads
  53. 53. Case Study: Engaging & Tracking Fair Leads Email # 1 Email # 2
  54. 54. UWM Results UWM avg. open rate: 63% Mailchimp Benchmark (industry standard): 22.23% UWM avg. click rate for broch: 11% Mailchimp Benchmark (industry standard): 2.87% All Study Wisconsin Partners Received these same leads:  1 sent emails out 2 days following fair × 1 sent emails out 1 month following fair × 1 sent emails out 3.5 months following fair × 1 sent emails out 7 months following fair Case Study: Engaging & Tracking Fair Leads
  55. 55. Focus Group: How did you search?
  56. 56. Most Influential Factors
  57. 57. Resulting Branding Concepts • Serious, adventurous students thrive at UWM • At UWM, professors pay attention to you. • Surprise: Milwaukee, as a location, offers a great combination of conditions that are ideal for international students. • UWM offers an application process geared to the needs of international students – flexible timing, testing, TOEFL support, and quick responses.
  58. 58. Another Twist on Data • Holistic Picture – Quantitative and Qualitative o Planning for Change • Data Driven Decision Making o Asking the Right Questions • Communication and Alignment o Assessment of Process and Message
  59. 59.  College Board  Institute of International Education (IIE)  ICEF Monitor  PIE News  Intead’s Recruiting Intelligence Blog & Intead Index Data Sources & Resources

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