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EmergingTrends to Recruit International Students in 2015
Cheryl DarrupBoychuck, CIEO
USjournal and FundsV cheryl@USjournal...
A few thoughts on ROI in IEM
ROI Considerations
• Lead Generation
• YieldActivity
“ROI is rarely delivered in terms of absolute values.”
“ROI assessmen...
Multi-variate Likelihood Function
to Predict Customer Behavior
Variables in the ROI Equation for Full IEM Cycle
InputVariables Quantifiably ElusiveVariablesOutputVariables
Variables in the ROI Equation for Full IEM Cycle
InputVariables
•Cost of the campaignin $$
Travel (domestic,overseas)
Flig...
Variables in the ROI Equation for Full IEM Cycle
InputVariables
•Cost of the campaignin $$
Travel (domestic,overseas)
Flig...
Variables in the ROI Equation for Full IEM Cycle
InputVariables
•Cost of the campaignin $$
Travel (domestic,overseas)
Flig...
Multi-variate Likelihood Function
to Predict Customer Behavior
Model
-- Cost of Advertising
+ Student(s) Tuition
+ Student(s) Fees
------------------------------
Return on Investment
ES...
The traditional enrollment funnel has disintegrated
Students applying without prior contact
Introduced into database as “a...
Enhanced Social Media Channels
Speed Data > Big Data
facebook.com/USjournal
twitter.com/USAcademics
Process > Promotion
Admissibility Indicators
• Academic readiness
• Financial capacity
Our FundsVerification Initiative:FundsV.com
Demo: Wednesday,28 January at noon EST
Data Privacy Day:28 January,every year
55% of online content is in English
27% of online users speak English as a native language
4% of online content is in Chin...
GlobalByDesign.com
• You can tell so much about a company by
how it structures its website…
• The global gateway is more t...
http://lincoln.ac.uk/home/international/yourcountry/
USjournal.com/fairs
FundsVDemo,Dec'13
40
USjournal.com/info/map.php
What’s next?
Prospective Advertisers
• Review our Space Reservation Form: USjournal.com/e/15.pdf
• Contact cheryl@USjourna...
Cheryl DarrupBoychuck, CIEO
USjournal and FundsV cheryl@USjournal.com
EmergingTrends to Recruit International Students in ...
Emerging Trends to Recruit International Students
Emerging Trends to Recruit International Students
Emerging Trends to Recruit International Students
Emerging Trends to Recruit International Students
Emerging Trends to Recruit International Students
Emerging Trends to Recruit International Students
Emerging Trends to Recruit International Students
Emerging Trends to Recruit International Students
Emerging Trends to Recruit International Students
Emerging Trends to Recruit International Students
Emerging Trends to Recruit International Students
Emerging Trends to Recruit International Students
Emerging Trends to Recruit International Students
Emerging Trends to Recruit International Students
Emerging Trends to Recruit International Students
Emerging Trends to Recruit International Students
Emerging Trends to Recruit International Students
Emerging Trends to Recruit International Students
Emerging Trends to Recruit International Students
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Emerging Trends to Recruit International Students

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Gain insight into emerging trends that will impact international student recruitment strategies in 2015 and beyond. For our video complement: http://youtu.be/OmPZl4kutVI

* Acknowledge that measuring ROI is complicated... but achieve-able

* Consider translating tailored content for the parents of prospective students

* Improve the efficiency of the *operations* end of your admissions cycle

* Integrate all of your promotional campaigns to maximize success

Contact cheryl@USjournal.com for details!

Published in: Marketing
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Emerging Trends to Recruit International Students

  1. 1. EmergingTrends to Recruit International Students in 2015 Cheryl DarrupBoychuck, CIEO USjournal and FundsV cheryl@USjournal.com
  2. 2. A few thoughts on ROI in IEM
  3. 3. ROI Considerations • Lead Generation • YieldActivity “ROI is rarely delivered in terms of absolute values.” “ROI assessments are meant to address the lingering ambiguity about how to achieve the desired outcome through the most fiscally astute means possible.”
  4. 4. Multi-variate Likelihood Function to Predict Customer Behavior
  5. 5. Variables in the ROI Equation for Full IEM Cycle InputVariables Quantifiably ElusiveVariablesOutputVariables
  6. 6. Variables in the ROI Equation for Full IEM Cycle InputVariables •Cost of the campaignin $$ Travel (domestic,overseas) Flights Accommodations EventRegistration CommissionsandFees PurchasingStudentNames ScholarshipOffers Online Promotions Print Promotions •Cost of the campaignin time Investin advance Realize $$ returnslater
  7. 7. Variables in the ROI Equation for Full IEM Cycle InputVariables •Cost of the campaignin $$ Travel (domestic,overseas) Flights Accommodations EventRegistration CommissionsandFees PurchasingStudentNames ScholarshipOffers Online Promotions Print Promotions •Cost of the campaignin time Investin advance Realize $$ returnslater OutputVariables •Revenuegenerated Tuition Fees Parentaldonations •Enrolled students Retention •Alumni donations
  8. 8. Variables in the ROI Equation for Full IEM Cycle InputVariables •Cost of the campaignin $$ Travel (domestic,overseas) Flights Accommodations EventRegistration CommissionsandFees PurchasingStudentNames ScholarshipOffers Online Promotions Print Promotions •Cost of the campaignin time Investin advance Realize $$ returnslater Quantifiably ElusiveVariables •Top-level support •Well-defined strategy •“Sufficient”budget •Campushistory •The“Prestige Factor” •Word-of-mouthreferrals •Overlappinginitiatives •Economic,currencyfluctuations •Visa policy fluctuations •Peer-level support •Academicprogramrelevance •Partnerships:Gov’t,University •Foreign-bornfaculty( +,- ) •Global involvement of faculty •Alumni relations •Efficiencyof operations OutputVariables •Revenuegenerated Tuition Fees Parentaldonations •Enrolled students Retention •Alumni donations
  9. 9. Multi-variate Likelihood Function to Predict Customer Behavior
  10. 10. Model -- Cost of Advertising + Student(s) Tuition + Student(s) Fees ------------------------------ Return on Investment ESL Program -- $ 1,195 / year + $ 2,850 / 10-wk session + $ 465 Student Fees ---------------------------------- $ 2,120 = 1st student $ 15,380 = 5 students $ 31,955 = 10 students Online Promotions
  11. 11. The traditional enrollment funnel has disintegrated Students applying without prior contact Introduced into database as “applicant” Accept lack of complete control of your institutional message The Rise of “Stealth Applicants”
  12. 12. Enhanced Social Media Channels Speed Data > Big Data facebook.com/USjournal twitter.com/USAcademics
  13. 13. Process > Promotion
  14. 14. Admissibility Indicators • Academic readiness • Financial capacity
  15. 15. Our FundsVerification Initiative:FundsV.com Demo: Wednesday,28 January at noon EST
  16. 16. Data Privacy Day:28 January,every year
  17. 17. 55% of online content is in English 27% of online users speak English as a native language 4% of online content is in Chinese 25% of online users speak Chinese as a native language
  18. 18. GlobalByDesign.com • You can tell so much about a company by how it structures its website… • The global gateway is more than a functional element;it is in many ways an extension of your brand. • It’s important to greet visitors from around the world as warmly as you greet those users in your home country.
  19. 19. http://lincoln.ac.uk/home/international/yourcountry/
  20. 20. USjournal.com/fairs
  21. 21. FundsVDemo,Dec'13 40 USjournal.com/info/map.php
  22. 22. What’s next? Prospective Advertisers • Review our Space Reservation Form: USjournal.com/e/15.pdf • Contact cheryl@USjournal.com to schedule a call Current Advertisers • Make sure our social media channels are connected • Send us your multilingual video URLs to embed • Send us your overseas travel itinerary so we can invite students Everyone • Consider multi-lingual promotions, however limited • Join our FundsV Webinar: Details at FundsV.com/page/about/ • Connect on LinkedIn,Twitter and SlideShare
  23. 23. Cheryl DarrupBoychuck, CIEO USjournal and FundsV cheryl@USjournal.com EmergingTrends to Recruit International Students in 2015

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