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.

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. 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. Elevator Speeches
3

6. 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

7. 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

8. 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

9. Global student mobility is at an all-time high and
will continue to grow
SOURCE: OECD, 2014. Education at a Glance.
9

10. 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

11. 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

12. 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

13. intead.com
Growth in International Students
Source: IIE Open Doors 2015 Report on
International Educational Exchange

14. 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

15. 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

16. 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%

17. 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.

18. Not all institutions are experiencing the
same growth
Source: http://chronicle.com/article/Overseas-Students-Pour-Into/234200

19. intead.com
In the US: Mixed enrollment success
One-third of institutions show
declining international enrollment
from 2009 - 2013

20. intead.com
Greater Concentration of Students
http://services.intead.com/blog/insight/success-breeds-more-success-in-international-student-enrollment

21. intead.com
The Usual Suspects
Source: IIE Open Doors 2015 Fast Facts

22. 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

23. 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

24. 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

25. 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

26. 26

27. Student Search Service® - Geography
Proprietary and Confidential27

28. 28
From which
countries in Asia
does my
institutions receive
the most SAT
scores? And what
are their average
SAT scores?

29. 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

30. 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.

31. 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.

32. 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

33. 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

34. 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

35. 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.

36. 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

37. intead.com
Trends: More US Undergrads Taking Online Classes

38. 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

39. intead.com
ANALYTICS
Using Data to Support Recruitment

40. intead.com
Analytics – Free and Data Rich
Google Analytics provides real-time data about your website visitors

41. 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

42. 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

43. 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.

44. 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

45. 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.

46. 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

47. 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

48. 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

49. 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

50. Int’l Recruitment Strategy: Sources of Students
25%
15%
10% 15%
35%
Retention/Graduation/
Student Experience
Partnerships
Agents
International Fairs
Digital Marketing

51. Fair Inquires
51

52. 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.

53. Most Valuable Fair Email Addresses
Comparison by Fair Provider: Open rates &
click through rates for first follow‐up email

54. 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

55. Case Study: Engaging & Tracking Fair Leads
Email # 1 Email # 2

56. 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

57. Focus Group: How did you search?

58. Most Influential Factors

59. 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.

60. 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

61.  College Board
 Institute of International Education (IIE)
 ICEF Monitor
 PIE News
 Intead’s Recruiting Intelligence Blog & Intead Index
Data Sources & Resources