Online Connections: Successful
International Student Recruitment
via Virtual Fairs
Kevin Barta, EducationUSA
Marty Bennett...
Marty Bennett
Manager of International Partnerships, CollegeWeekLive
@CollegeWeekLive
Value Across the Enrollment Cycle
Recruit everywhere
you can’t
be physically
195 Countries
Engage prospects
through entire...
Greatly Expand Reach
Harness a Growing Audience
• Students from 195 Countries
• 660 high school counselors &
EducationUSA ...
Engage prospective students multiple times
throughout the enrollment process - and win them over
• Meet new sophomores and...
Greatly Improve Recruiting Results
Augment recruiting visits & better
engage more students
• Start conversations before li...
Greatly Improve Yield
Example of a CollegeWeekLive yield event
for accepted students conducted by
The University of Notre ...
Engage Students on Their Preferred
Communication Channels
Live chat example, Western Michigan University
• This example sh...
Expand Access to International
High School Counselors & Advisers
CollegeWeekLive
High School Connect
• Enables 2-way commu...
Full Service to Enhance Your
Enrollment Efforts
Client Services
• Builds a strategic plan tailored to meet enrollment goal...
Kevin Barta
Program Officer (Technology, Innovation, & Design),
U.S. Department of State, EducationUSA
@Kevin_Barta
Past Virtual Fairs
• November 2012 (Global IEW) –
14,000 international students in
attendance
• November 2013 (Global IEW)...
Digging into the Statistics of the
2013 Global IEW Fair
• Registrants: 31,490 with a 72% Conversion rate to attendee.
• At...
Participant Breakdown
14%
5%
3%
Graduate
Student
29%
2%
15%
2%
30%
Transfer
Adult
College Faculty
Graduate Student
High Sc...
Top 10 Countries in 2013
• Nigeria (1,768)
• India (1,233)
• Bangladesh (1034)
• Pakistan (900)
• Vietnam (767)
• Egypt (7...
Users on the Platform by Time
Marketing Efforts
• Cable Specifically on Virtual Fair - Official request for posts to create programming
around the virtu...
Top Marketing Channels
• Facebook: 10,308: - dominated most of the registrant numbers for the State
Department.
• Twitter:...
#Ustudy (1,295 tweets)
• The government shutdown and the halt to social media
effected our numbers
Government Shutdown
Vet...
#Ustudy (Potential Impressions)
Government Shutdown
Veteran’s Day Weekend
#Ustudy (Top Tweets)
#Ustudy (Who Tweeted)
#Ustudy (Most influential in
getting retweets)
EducationUSA Facebook
High people talking about this (PTAT) compared to typical traffic
Thematic Sessions
• 5 Thematic Sessions:
• Discover U.S. Higher Education (1,252) - 5:00 AM
• Graduate Admissions and Fund...
EducationUSA Booth
• EducationUSA Advisers, REACS, and Program Officers facilitate a virtual
educationUSA Booth.
• The Num...
State Department/ CollegeWeekLive
Private Public Partnership
• Following several successful virtual fair partnerships
• Pr...
Upcoming Virtual Fairs
• August 13 (Global Fair: International Students Day)
• October 1 (Regional Fair: Europe, Middle Ea...
Jason Hall
International Marketing and Recruitment Manager
Oregon State University,
@OregonStateUniv
Jason Hall
International Marketing and
Recruitment Manager
Oregon State University
Oregon State
0
1000
2000
3000
4000
2011 2012 2013 2014
International Students at OSU
~13% international students
Students ...
Oregon State
Oregon State
How does Oregon State benefit from CWL?
Reach more students
Reach more countries
Get admissions involved
Tech-savvy audien...
Tips for making an online fair efficient
Time
Go back to the 90’s
Get a team for peak hours
Have a scholarship plan
Always...
Thank you
Jason Hall
Jason.Hall@OregonState.edu
LinkedIn: Jasonmhall
Twitter: ScholarHall
Sara Rathbun
International Recruitment & Admissions Coordinator,
University of Colorado Denver
@CUDenver
Virtual Recruitment Activities at CU
Denver
• EducationUSA Webinars
• Most EducationUSA centers offer monthly presentation...
Virtual Recruitment Activities at CU
Denver
• Online Recruitment Fairs – CollegeWeek Live
• Vendor hosts online fairs wher...
Virtual Recruitment Activities at CU
Denver
• Future Endeavors
• Host your own webinars with university branding
• Interna...
Virtual Recruitment Activities at CU
Denver• In conclusion:
• EducationUSA Center Webinars
• No Cost, but reach limited to...
Let’s Chat!
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Online Connections: Successful International Student Recruitment via Virtual Fairs

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Virtual international student recruitment fairs continue to grow in size and scope. This presentation provides examples of how US institutions maximize online opportunities to engage students throughout the enrollment funnel. Includes best practices & current initiatives of EducationUSA, CollegeWeekLive, Oregon State University, and the University of Colorado-Denver.

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  • Solution Capabilities
    Greatly expand your reach beyond your current geographic area
    You cannot physically be everywhere you want to be – but with CollegeWeekLive you can. CollegeWeekLive allows you to greatly expand your current reach to find the right fit of student for your institution.
    If your goal is to increase enrollment, raise the academic profile, improve selectivity, or diversify, then CWL is able to reach out to students from 192 countries that login and engage on the world’s largest US and International college fairs, programs for underrepresented students, and live chat sessions with colleges every day.
     
  • Outdo rival institutions for the best students
    Schools that stay engaged with the right messages throughout the admissions lifecycle will win the best students.
    CWL’s capabilities like chat, specialized and custom events greatly increase the quality of personalization and engagement with the right types of students – and gives you an upper-hand vs. your rivals in enrolling the best students
  • Solution Capabilities
     
    Get far more traction and success from your in-person high school visits and college fairs
    Get much more out of your onsite visits. CWL allows you to find and engage with students that attend your live events beforehand, and helps you set up a greater number of meaningful interactions in-person – particularly with students with unique issues that may not have approached you otherwise
    CWL’s can also make your pre and post-event follow up and engagement with the right students far more effective (which is key because it demonstates how admissions can incorporate technology as part of their existing travel strategy)
    Recruiters that engage meaningfully with students throughout the entire admissions process win

    Overcome budget constraints and /or declining pools of applicants to hit your recruitment goals
    Budget cuts oftentimes affect much-needed funds for recruitment travel. However, you can either augment existing college visits or use CWL’s online engagement capabilities exclusively to find the right types of students, have meaningful conversations
    Overcome a decline in applicants (caused by regional decreases in HS students, etc). Use CWL’s active database of students from around the world and Advisor Center capabilities to greatly expand your reach and high school relationships

     
     

  • It’s not practical for every admitted student to come to an on-campus (yield) event. But CollegeWeekLive helps you turn accepted these students into enrollees online

    Greatly improve yield
    Turn more accepted students into enrollees.
    Improve yield through meaningful engagement through CollegeWeekLive about student life, financial aid – even put students and their parents in touch with key people at your institution for 1:1 discussions
  • Engage with prospective students using the same channels that they use and are most comfortable with
    CollegeWeekLive’s online programming and resources use the same channels that most students use.
    Make your in-person meetings more meaningful, all while engaging with and winning over the best students using their most preferred channels throughout the admissions lifecycle
     
     
     

  • Build lasting relationships with high schools and their guidance counselors to help drive successful student recruitment
    CollegeWeekLive’s Advisor Center allows you to greatly expand your relationships with high schools and their counselors
    We have developed an active network of counselors who make CWL part of their counseling process and send students to CWL to speak with college reps.
    Using CWL’s Advisor Center, High School counselors can share your events, college and resources with their students – and engage them with you directly
    Conversely, you can reach out to our network of counselors to establish and strengthen your relationships with them. You can them leverage them to help you drive new inquiries with the right fit of students
  • CollegeWeekLive’s High School Team
    Our High School Team serves as an extension of your admissions team. They work with high school guidance counselors to set up online meetings with their students and colleges – thereby helping you establish new, engaged relationships with schools and counselors that you may not yet be in touch with

    CollegeWeekLive’s Production Team
    Our production team will greatly expand and enhance your current admissions marketing efforts. In addition to assembling and executing a comprehensive schedule of engaging marketing programs to your audience (and managing the technology that drives them), our Production Team also knows the unique nuances of the higher education space. In effect, they are a well-qualified, well-coordinated extension of your own Marketing team who will drive more and better recruiting results

    CollegeWeekLive’s Client Services Team
    Our Client Services Team shows you how to best leverage our solution to achieve your recruiting goals. For example, if your goal is to drive up the number International admissions, CollegeWeekLive’s expert staff can provide guidance on how to best use the solution to engage and convert International students. In essence, Client Services develops innovative ideas in order to fit the solution to your particular needs.

    CollegeWeekLive’s Alliances Team
    We partner with a growing list of Higher Education leaders and organizations that can help your prospective students navigate through the admissions process including the US Department of Education, The State Department, CollegeBoard, Univision, Study Abroad and others. In effect, we extend our partnerships to help you reach your admissions goals.
  • CollegeWeek Live is the best online tool for integrated lead generation and nurturing
  • Online Connections: Successful International Student Recruitment via Virtual Fairs

    1. 1. Online Connections: Successful International Student Recruitment via Virtual Fairs Kevin Barta, EducationUSA Marty Bennett, CollegeWeekLive Jason Hall, Oregon State University Sara Rathbun, University of Colorado Denver
    2. 2. Marty Bennett Manager of International Partnerships, CollegeWeekLive @CollegeWeekLive
    3. 3. Value Across the Enrollment Cycle Recruit everywhere you can’t be physically 195 Countries Engage prospects through entire enrollment process Save cost over traditional recruiting methods Improve yield Amplify your institutional brand Reach new high school counselors Tap into full agency services for your admissions efforts
    4. 4. Greatly Expand Reach Harness a Growing Audience • Students from 195 Countries • 660 high school counselors & EducationUSA advisers • 231% projected growth in new annual registrants since 2012 • 188% growth in number of college visits since 2012 • 2014 Intl Undergrad Registrants projected to have 93% Growth • 2014 Intl Graduate Registrants projected to have 99% Growth
    5. 5. Engage prospective students multiple times throughout the enrollment process - and win them over • Meet new sophomores and juniors starting the search • Interact with seniors deciding where to apply • Target specific segments • Introduce enrolled students to campus resources • Improve yield - give admitted students a window to your school • Invite admitted students to meet with representatives & current students PROSPECTS INQUIRIES APPLICANTS ADMITS DEPOSITS
    6. 6. Greatly Improve Recruiting Results Augment recruiting visits & better engage more students • Start conversations before live meetings & continue them afterward Go where you can’t be – expand your recruiting reach online • Meet engaged college-bound students everyday, online • Overcome a decline of applicants Overcome budget constraints that hinder recruiting Hit enrollment goals UC Davis features CWL events on their main landing page as a one-stop-shop for prospective & accepted students
    7. 7. Greatly Improve Yield Example of a CollegeWeekLive yield event for accepted students conducted by The University of Notre Dame Engage with accepted students & their parents on: • Student & campus life • Housing • Financial aid • Enable 1:1 discussions with students & parents Turn more accepted students into enrollees The average student applies to 10-12 schools, vs. 5-6 a few years ago – making yield much more hard-fought
    8. 8. Engage Students on Their Preferred Communication Channels Live chat example, Western Michigan University • This example shows Western Michigan admissions engaging with a student about their intended major Mobile & Tablet Accessible
    9. 9. Expand Access to International High School Counselors & Advisers CollegeWeekLive High School Connect • Enables 2-way communication between High Schools & Colleges • Build new relationships with high schools & their counselors Honduran High School Students & Counselor engaging with colleges using CollegeWeekLive US Embassy in Laos hosts viewing party for EducationUSA Virtual Fair through CollegeWeekLive
    10. 10. Full Service to Enhance Your Enrollment Efforts Client Services • Builds a strategic plan tailored to meet enrollment goals • Helps you optimize recruiting performance throughout the entire enrollment process Production • Builds a schedule of engaging programs to your audience • Tech support and heavy-lifting for your marketing efforts High School Outreach • Grows relationships with high schools & counselors • Manage online meetings with high schools Alliances & Marketing • Our partner relationships help you reach your goals
    11. 11. Kevin Barta Program Officer (Technology, Innovation, & Design), U.S. Department of State, EducationUSA @Kevin_Barta
    12. 12. Past Virtual Fairs • November 2012 (Global IEW) – 14,000 international students in attendance • November 2013 (Global IEW) – 22,000 international students in attendance • May 2014 (Global) – 22,000 international students in attendance
    13. 13. Digging into the Statistics of the 2013 Global IEW Fair • Registrants: 31,490 with a 72% Conversion rate to attendee. • Attendees: 22,821 (does not include group viewings) - 68% increase • Number of Countries: 206 • Number of participating universities/colleges: 104 • Total Number of Generated interactions: 55,000 (up 25% from 2012)
    14. 14. Participant Breakdown 14% 5% 3% Graduate Student 29% 2% 15% 2% 30% Transfer Adult College Faculty Graduate Student High School Faculty Other Parent Undergraduate Student
    15. 15. Top 10 Countries in 2013 • Nigeria (1,768) • India (1,233) • Bangladesh (1034) • Pakistan (900) • Vietnam (767) • Egypt (764) • Ghana (688) • Algeria (664) • Iraq (450) • Bahamas (423) New Countries • Bahamas • Vietnam • Egypt • Algeria • Iraq Dropped Countries (% down from 2012) • Liberia (-96%) • Afghanistan (-43%) • China (-42%) • Bosnia (-47%) • Iran (+76%)
    16. 16. Users on the Platform by Time
    17. 17. Marketing Efforts • Cable Specifically on Virtual Fair - Official request for posts to create programming around the virtual fair. • Social Media Toolkit - 11 Page document with posts for Twitter and Facebook, as well as design elements such as Facebook Banner. • Program in a Box - Comprehensive 20 page document outlining how to run programming in-country. Substantial edits and editions this year with new information on running programs in low-bandwidth areas. PDF of event and other design elements included. • Email Listserves - Multiple email blasts throughout October and November by both EducationUSA and IIP. • Webinar Info Sessions - 3 online Watchitoo sessions for posts at differing times/days by EducationUSA and CollegeWeekLive. • Social Media - Toolkits spread to various social media managers around State Dept. and EducationUSA. Campaign began in mid October.
    18. 18. Top Marketing Channels • Facebook: 10,308: - dominated most of the registrant numbers for the State Department. • Twitter: 707 • PDF Flyer: 1,631 • Other: 308 Facebook Twitter PDF Flyer Other
    19. 19. #Ustudy (1,295 tweets) • The government shutdown and the halt to social media effected our numbers Government Shutdown Veteran’s Day Weekend
    20. 20. #Ustudy (Potential Impressions) Government Shutdown Veteran’s Day Weekend
    21. 21. #Ustudy (Top Tweets)
    22. 22. #Ustudy (Who Tweeted)
    23. 23. #Ustudy (Most influential in getting retweets)
    24. 24. EducationUSA Facebook High people talking about this (PTAT) compared to typical traffic
    25. 25. Thematic Sessions • 5 Thematic Sessions: • Discover U.S. Higher Education (1,252) - 5:00 AM • Graduate Admissions and Funding (864) - 7:00 AM • International Student’s Share their Experience (483) - 9:00 AM • The U.S. Visa Process (423) - 10:00 AM • Undergraduate Admissions and Funding (266) 8:00 AM • Lesson Learned: - Overall the numbers reflect the busiest times of the platform, future events should have sessions deemed most important such as visas at 5:00 AM.
    26. 26. EducationUSA Booth • EducationUSA Advisers, REACS, and Program Officers facilitate a virtual educationUSA Booth. • The Numbers – May 2014: 1,200 potential international students entered the booth and had conversations with EducationUSA staff. • Advisers are learning how to better utilize virtual tools for advising to expand outreach in their countries. • Program Officers expressed that this was a great experience for them to be able to advise first hand and see what questions were hot topics for students which could then be focused on in D.C.
    27. 27. State Department/ CollegeWeekLive Private Public Partnership • Following several successful virtual fair partnerships • Private – Public Partnership MOU agreed upon between State Department and CollegeWeekLive and signed in May 2014 • Partnering on 7 Virtual Fairs a year (3 regional + 4 Global) o One of the global fairs is during International Education Week (IEW) which the State Department is is using as the flagship event with an additional marketing/ social media push + on the ground viewing events o Also on the ground events planned for the upcoming Latin America Day as part of 100K Strong Americas Initiative.
    28. 28. Upcoming Virtual Fairs • August 13 (Global Fair: International Students Day) • October 1 (Regional Fair: Europe, Middle East, and Africa International Student Day) • October 14 (Regional Fair: Latin America International Student Day) • November 19 (Flagship Global Fair: International Student Day - IEW)
    29. 29. Jason Hall International Marketing and Recruitment Manager Oregon State University, @OregonStateUniv
    30. 30. Jason Hall International Marketing and Recruitment Manager Oregon State University
    31. 31. Oregon State 0 1000 2000 3000 4000 2011 2012 2013 2014 International Students at OSU ~13% international students Students from 55 countries Recruitment activity in 40+ countries Team of 4 in marketing/recruiting Events, online, email, social marketing 2,000+ leads generated in 2014
    32. 32. Oregon State
    33. 33. Oregon State
    34. 34. How does Oregon State benefit from CWL? Reach more students Reach more countries Get admissions involved Tech-savvy audience Solid students 233+ leads 65 countries present 3 admissions reps. Our target audience 7 admits for fall
    35. 35. Tips for making an online fair efficient Time Go back to the 90’s Get a team for peak hours Have a scholarship plan Always on
    36. 36. Thank you Jason Hall Jason.Hall@OregonState.edu LinkedIn: Jasonmhall Twitter: ScholarHall
    37. 37. Sara Rathbun International Recruitment & Admissions Coordinator, University of Colorado Denver @CUDenver
    38. 38. Virtual Recruitment Activities at CU Denver • EducationUSA Webinars • Most EducationUSA centers offer monthly presentations • EducationUSA prefers generic topics about US higher education • Conducted 1 webinar with Ho Chi Minh City center, April 2014 • The Result • The EducationUSA center was not able to provide a list of participants for follow-up after the webinar. • However, EducationUSA is globally rolling out new Watchitoo platform to allow the collection of participant details for follow up • An opportunity to build your brand and get your name out there
    39. 39. Virtual Recruitment Activities at CU Denver • Online Recruitment Fairs – CollegeWeek Live • Vendor hosts online fairs where universities have online booths • Prospective students visit booths and live chat with school reps • Expand into markets you cannot visit through recruitment travel • The Result • Participated in 6 college fair events for international prospects • Gave 3 video presentations; videos are saved on our booth • 7300+ unique visitors (leads) from 167 countries • 25+ applications directly from CollegeWeek Live leads • Vendor shares detailed lead reports immediately after events • Actively promoted app fee waivers & scholarships
    40. 40. Virtual Recruitment Activities at CU Denver • Future Endeavors • Host your own webinars with university branding • International Admissions must advertise/promote the event • Various technology platforms; CU Online uses Adobe Connect • Ask your online campus or IT office what they have to offer • Social Media • Recently launched a Facebook page and developing a YouTube presence • International Admissions must advertise/promote the event • Ask your Marketing & Communications team what they have to offer
    41. 41. Virtual Recruitment Activities at CU Denver• In conclusion: • EducationUSA Center Webinars • No Cost, but reach limited to the center’s country • EducationUSA services are free for both students and schools • Need to do your own prospect management • Good for brand building; attendance can be hit-or-miss • CollegeWeek Live • Pricey, But a Good Value • Lowest cost per lead among our international recruitment efforts • Produced leads and applications; fall enrollment/yield still TBD • Diverse countries of origin, but will they show up on campus? • Explore new avenues – CU Branded Webinars & Social Media Presence • Useful as a yield tool; does not produce new leads/prospects • Should offer a low-cost tool to engage with leads & prospects
    42. 42. Let’s Chat!

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