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