Emerging Opportunities for International Student Recruitment. A joint presentation by representatives of The College Board, International Education Advantage (Intead) and James Madison University. Discuss trends and practical execution of international student recruitment.

1. A New Era in Student Mobility:
Emerging Opportunities for International
Student Recruitment
Delores Blough, James Madison University
Michael Waxman-Lenz, Intead
Clay Hensley, The College Board

2. Panelists
Delores Blough
Director, International Students & Scholar Services,
Office of International Programs,
James Madison University, Harrisonburg, VA
Michael Waxman-Lenz
Chief Operating Officer, Intead
Clay Hensley
Senior Director, International Strategy & Outreach
The College Board, New York, NY

3. Session Objectives
Learn best practices for leveraging data to inform your international
outreach tactics
Discuss practical approaches for effective international student
outreach and enrollment management
Understand major trends related to international student mobility
to the U.S.

4. Session Outline
• Context & trends
• Strategies & planning
• Practical approaches
• Open question, answer & feedback

5. CONTEXT & TRENDS

6. Undergraduates continue to drive international
student mobility to the U.S.
Undergraduates
371K
Graduates
330K
UNDERGRADUATE
Growth from 2013 to 2014
+6%
Undergraduates
~221K
Graduates
~192K
6
SOURCE:
Ins=tute
of
Interna=onal
Educa=on.
(2014).
Retrieved
from
hJp://www.iie.org/opendoors
#aiea2015

7. 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
Saudi
Arabia
Vietnam
China
India
Canada
Japan
South
Korea
Rest
Approximately 370,000 international
undergraduate students in the U.S. in 2014
Top
7
countries
SOURCE:
Ins=tute
of
Interna=onal
Educa=on.
(2014).
"Interna=onal
Students
by
Academic
Level
and
Place
of
Origin,
2013/14."
Open
Doors
Report
on
Interna=onal
Educa=onal
Exchange.
Retrieved
from
hJp://www.iie.org/opendoors
Although overall int’l student mobility to U.S. universities
continues to increase, recent trends reveal most of the
growth derives from only a handful of source countries
7
#aiea2015

8. 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
Saudi
Arabia
Vietnam
China
India
Canada
Japan
South
Korea
Rest
Approximately 370,000 international
undergraduate students in the U.S. in 2014
Top
7
countries
Saudi Arabia
China
Rest of the
World
CAGR: +33%
CAGR:+36%
CAGR: 0%
Since
2006
Vietnam
CAGR: +14%
SOURCE:
Ins=tute
of
Interna=onal
Educa=on.
(2014).
"Interna=onal
Students
by
Academic
Level
and
Place
of
Origin,
2013/14."
Open
Doors
Report
on
Interna=onal
Educa=onal
Exchange.
Retrieved
from
hJp://www.iie.org/opendoors
8
Although overall int’l student mobility to U.S. universities
continues to increase, recent trends reveal most of the
growth derives from only a handful of source countries
8
#aiea2015

9. 78,527
138,115
54,839
104,639
42,622
53,704
30,007
44,923
22,476
37,857
14,300
18,833
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
FY09
FY10
FY11
FY12
FY13
FY14
SAT
Registra2on
Volume
by
Region,
FY09-­‐FY14
Global aspirations to study in the U.S. continue to
rise
~243,000
~400,000
Sub-­‐Saharan
Africa
South
&
Central
Asia
Europe
&
Eurasia
Americas
Middle
East
&
North
Africa
East
Asia
&
The
Pacific
NOTE:
Data
indicate
all
SAT
1
and
2
registra=ons
outside
of
the
U.S.
SOURCE:
College
Board
internal
analysis,
SAT
1
&
2
registra=ons
FY
2008/9-­‐2013/14.
9
9
#aiea2015

10. Ambitions to study in the U.S. are pronounced in
the Middle East/North Africa & Asia
EAST ASIA &
THE PACIFIC
+12%
AMERICAS+5%
EUROPE &
EURASIA+8%
+14%
SUB-SAHARAN
AFRICA
+6% +11%
SOUTH &
CENTRAL ASIA
MIDDLE EAST &
NORTH AFRICA
Interna=onal
Average
CAGR
since
FY
2009
10%
10
Five-­‐year
Compound
Annual
Growth
Rate
of
SAT
1
&
2
Registra2ons
(FY09
–
FY14)
NOTE:
Data
indicate
all
SAT
1
and
2
registra=ons
outside
of
the
U.S.
SOURCE:
College
Board
internal
analysis,
SAT
1
&
2
registra=ons
FY
2008/9-­‐2013/14.
10
#aiea2015

11. SOURCE:
From
Banksy's
Barely
Legal
exhibi=on
in
Los
Angeles
hJp://buff.ly/1HStlCk.
11
#aiea2015

12. International education shifting towards local schools
with nontraditional/ hybrid instructional models
NOTE:
Data
indicate
all
graded
AP
exams
taken
outside
of
the
U.S.
SOURCE:
College
Board
internal
analysis,
AP
exams
FY
2005/6-­‐2012/14.
2,529
1,471
517
5,038
19,846
12,995
Interna=onal
School
Non-­‐Interna=onal
School
Self-­‐Study
AP
Exam
Volume
in
China
by
Segments,
FY09
vs.
FY14
2009
2014
15%
68%
91%
12
#aiea2015

13. 13
#aiea2015
SOURCE:
hJp://buff.ly/1CbJVtD

14. 14
#aiea2015
SOURCE:
hJp://buff.ly/1DZjCGD

15. International students are prized not only for fees,
but because they add diversity to the campus
culture
SOURCE:
hJp://buff.ly/1HSu8TP;
ScoJ
E
Page,
University
of
Michigan
hJp://buff.ly/1HSu2LU
15
#aiea2015
15

16. STRATEGIES & PLANNING

17. § How to scale recruitment?
Top universities are gaining share.
A
few
market
observa2ons
#aiea2015 17

18. Three out of 10 international undergraduates attend one
of the top 50 institutions with the most international
undergraduates
18
#aiea2015
NOTE:
Figure
represents
degree-­‐gran=ng
U.S.
ins=tu=ons;
excludes
for-­‐profit
ins=tu=ons
and
ins=tu=ons
in
U.S.
Territories.
SOURCE:
Integrated
Postsecondary
Educa=on
Data
System
(IPEDS)
data
from
the
Na=onal
Center
for
Educa=on
Sta=s=cs
262,876
254,462
256,676
266,484
278,642
304,305
319,218
340,592
361,015
390,700
422,919
24%
24%
25%
25%
25%
25%
26%
27%
28%
28%
29%
0%
5%
10%
15%
20%
25%
30%
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
450,000
500,000
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
Share
of
Interna2onal
Undergraduate
Students
in
the
Top
50
Total
Interna2onal
Undergraduate
Enrollment
Interna2onal
Undergraduate
Enrollment
in
the
U.S.,
and
Share
of
Total
Enrolled
in
Top
50
Ins2tu2ons
with
the
Most
Interna2onal
Undergraduates,
2003-­‐2013
Total
Interna=onal
UG
%
in
Top
50

19. Almost half of all international undergraduates are
enrolled at doctoral/research universities and over two-
thirds are in cities
19
#aiea2015
City
68%
Suburb
21%
Town
9%
Rural
2%
Degree
of
Urbaniza2on
of
U.S.
Higher
Educa2on
Ins2tu2ons
that
Enroll
Interna2onal
Undergraduate
Students,
2013
Associate's
21%
Baccalaureate
8%
Doctoral/
Research
46%
Master's
22%
Specialized/
Tribal
3%
Carnegie
Classifica2on
of
U.S.
Higher
Educa2on
Ins2tu2ons
that
Enroll
Interna2onal
Undergraduate
Students,
2013
NOTE:
Figure
represents
degree-­‐gran=ng
U.S.
ins=tu=ons;
excludes
for-­‐profit
ins=tu=ons
and
ins=tu=ons
in
U.S.
Territories.
SOURCE:
Integrated
Postsecondary
Educa=on
Data
System
(IPEDS)
data
from
the
Na=onal
Center
for
Educa=on
Sta=s=cs

20. Mixed
enrollment
success
#aiea2015 20

21. § How to scale recruitment?
Top universities are gaining share.
§ Commission-based recruitment
Adoption increasing.
A
few
market
observa2ons
#aiea2015 21

22. Number
of
Ins2tu2ons
Represented
Base:
1118
#aiea2015 22
Source: ICEF igraduate barometer

23. § How to scale recruitment?
Top universities are gaining share.
§ Commission-based recruitment
Adoption increasing.
§ Pathway Programs
Increased interest.
A
few
market
observa2ons
#aiea2015 23

25. Industry Insights
Mobile App
For more information, please contact
Ben Waxman, COO & co-founder: bwaxman@intead.com
e-Publications
For more information, please contact
Ben Waxman, COO & co-founder: bwaxman@intead.com
Many
Resources
on
Intead.com
#aiea2015 25

26. PRACTICAL APPROACHES

27. Average SAT scores of students attending EARCOS
schools reveals outstanding levels of performance
International students’ SAT performance varies
27
506
488
467
484
552
524
511
404
507
514
590
519
503
591
673
583
538
619
495
504
482
473
545
551
507
436
526
U.S.
Interna=onal
Africa
(Sub-­‐
Saharan)
Americas
(excl.
Canada
&
Bermuda)
Canada
&
Bermuda
East
Asia
&
the
Pacific
Europe
&
Eurasia
Middle
East
&
North
Africa
South
&
Central
Asia
SAT
Mean
Scores
of
Students
by
Geographic
Region,
2014
Cri=cal
Reading
Math
Wri=ng
NOTE:
SAT
means
are
based
on
the
gradua=ng
class
of
2014's
highest
exam
results
up
un=l
the
December
2014
administra=on.
Indicators
reflect
students
who
reported
a
home
address
in
the
corresponding
region.
U.S
refers
to
the
50
states
of
the
U.S.
Interna=onal
refers
to
countries
outside
of
the
U.S.
Interna=onal
represents
students
repor=ng
a
home
address
outside
of
the
U.S.
SOURCE:
College
Board
Enrollment
Planning
Service
hJp://buff.ly/1xzW5MV
|
Internal
analysis
of
the
2014
cohort
up
un=l
the
Dec.
2014
SAT
administra=on.
#aiea2015

28. More
U.S.
ins=tu=ons
will
allocate
resources,
including
financial
aid,
strategically
to
aJract
interna=onal
students
$579
$724
$823
$920
$938
$1,006
613
680
730
792
808
798
0
100
200
300
400
500
600
700
800
900
$0
$200
$400
$600
$800
$1,000
$1,200
$1,400
2008/09
2009/10
2010/11
2011/12
2012/13
2013/14
Number
of
U.S.
Ins2tu2ons
Total
Financial
AId
Millions
Number
of
U.S.
Ins2tu2ons
Awarding
Financial
Aid
&
Distribu2on
of
Financial
Aid
to
Interna2onal
Undergraduate
Students,
2008/09-­‐2013/14
Total
Financial
Aid
Awarded
to
Interna=onal
Students
(in
millions)
Number
of
U.S.
Ins=tu=ons
Awarding
Financial
Aid
NOTE:
Data
excludes
ins=tu=ons
that
did
not
respond
to
ques=ons
in
the
Annual
Survey
of
Colleges.
SOURCE:
Internal
analysis
of
College
Board
Annual
Survey
of
Colleges.
#aiea2015
28

29. Preparation for success at James Madison University in the
USA
• INTERNATIONAL Year One: undergraduate pathway to over 70 bachelor's degrees
• This intensive university pathway program is taught at the on-campus International
Study Center (ISC):
• Proven success rate - 95% progression to a degree for ISC students in 2013
• Save money - costs less than direct entry to an undergraduate program
• Save time - earn academic credits while improving your English language
• Lower English levels accepted - minimum entry requirement is equivalent of TOEFL
45 iBT/IELTS 4.5
• Integrate into student life - full immersion in the US university experience
#aiea2015
29

31. Outreach
Search
Recruit
Admit
Yield
Matriculate
Retain
Graduate
Outreach
to
community
to
support
college
aspira=ons;
Inform
about
Ins=tu=on
Recruit
and
pursue
best
qualified
students
(prospects)
Select
applicants
for
admission
based
on
enrollment
objec=ves
(admits)
Send
offers
and
Financial
Aid
awards;
Perform
outreach
ac=vi=es
Enroll,
register
and
place
students
Manage
and
maintain
student
persistence
Develop
and
manage
alumni
rela=onships
Research
and
iden=fy
poten=al
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
#aiea2015
31

32. DISCUSSION AND Q&A