Privacy, Proof, and other Pain Points within International Enrollment Management Processes
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Explore the latest research and emerging solutions to specific operational pain points within International Enrollment Management, namely: * Addressing the latest trends in data privacy and online security * Facilitating the fight against fraud in financial documentation * Detecting fraud in academic credential evaluations * Measuring Return on Investment in international student recruitment Session chair Cheryl DarrupBoychuck (USjournal.com and FundsV) will be joined by co-presenters Liliane Bauduy of Education Credential Evaluators, Mary Churchill of Salem State University, and Ben Waxman of INTEAD.
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Privacy, Proof, and other Pain Points within International Enrollment Management Processes
- 1. Privacy, Proof, and other Pain Points within International Enrollment Management BenWaxman,Chief Operating Officer at INTEAD: International Education Advantage, LLC bwaxman@intead.com Cheryl DarrupBoychuck,Chief Architect at FundsV and USjournal.com cheryl@FundsV.com and cheryl@USjournal.com NellyWadsworth,Associate Director, Center for International Education, Salem State University nwadsworth@salemstate.edu Liliane Bauduy, Senior Evaluator at Education Credential Evaluators, Inc. LBauduy@ece.org Handouts: slideshare.net/USjournal/albany05oct
- 2. Privacy, Proof and Other Pain Points within IEM 1.Two Recruitment / Enrollment Pain Points BenWaxman, Chief Operating Officer at INTEAD 2.Addressing Data Privacy Issues and Proof of Sufficient Funds Cheryl DarrupBoychuck, Chief Architect at FundsV and USjournal.com 3.Detecting Fraud in Academic Credential Evaluations Liliane Bauduy, Senior Evaluator at Education Credential Evaluators, Inc. 4.The Campus Perspective of Pain Points and Corresponding Remedies NellyWadsworth,Associate Director at Salem State University 5.Questions,Answers, and Discussion All Handouts: slideshare.net/USjournal/albany05oct
- 3. Two Recruitment / Enrollment Pain Points BenWaxman,Chief Operating Officer INTEAD bwaxman@intead.com Handouts: slideshare.net/USjournal/albany05oct
- 4. Thank You For Having Us Here • 2 Recruitment/Enrollment Pain Points • in • 11 Slides • Plus 1 bonus slide (and this first one doesn’t count)
- 5. Pain Point # 1: Digital Confusion • What is driving your web traffic? • Which online activity is bringing you registrations, applications and enrollment? • How do you build and work your online brand internationally?
- 6. The Digital Building Blocks
- 7. Earned and Paid Media • PaidMedia • Advertising (display, performance based) • Paid search • Lead purchases • Social media paid activities • EarnedMedia • Website traffic • Blogs • SEO • Social media activities
- 8. SEO Paid vs. Earned Search Results
- 9. Earned Media – Linked In
- 10. Paid Media – Linked In
- 11. Digital Confusion Takeaways • Create highly relevant content that appeals to your target audience Drive them to your website • Don’t drive them to your homepage – They should land (landing pages) on pages with relevant content • Earned and paid media feed each other
- 12. Pain Point #2: Calculating Cost of Acquisition TOEFL Email List Purchase: 10,000 Names @ .43/name = $4,300 Scenario I Scenario II Email distribution 10,000 10,000 Email open rate 12% 7% Net views 1,200 700 Click-through to registration 20% 20% Net registrations/inquiries 240 140 % completing an application 5% 5% # of completed applications 12 7 % admitted 50% 50% % of students enrolling 30% 30% # of students enrolled 1.8 1.05 Direct Cost per Enrolled Student from this EMAIL LIST PURCHASE $2,389 $4,095
- 13. Paid vs. Earned Search Results
- 14. Pay Per Click Calculations PPC Purchase: 1,000 clicks@ $1.25/click = $1,250 Scenario I Scenario II Clicks 1,000 1,000 Registration % (from landing pg) 12% 12% Registration # 120 120 Response to follow up 50% 80% communication Net registration/inquiries 60 96 % completing an application 20% 20% # of completed applications 12 19.2 % of students admitted 50% 50% # of students admitted 6 9.6 % of students enrolling 30% 30% # of students enrolled 1.80 2.88 Direct Cost per Enrolled Student from this PAID SEARCH – PPC PURCHASE $694 $434
- 15. Digital & Offline Feed Each Other
- 17. Data Privacy and Proof of Sufficient Funds throughout International Enrollment Management Cheryl DarrupBoychuck,CIEO USjournal and FundsV cheryl@FundsV.com Handouts: slideshare.net/USjournal/albany05oct
- 18. Privacy is completely and utterly dead…and we killed it. -- Jacob Morgan on Forbes, 3 Oct 2014
- 19. 18
- 29. Enrollment Management Life Cycle
- 30. Admissibility Indicators • Financial capacity •Academic readiness
- 37. Images are easily manipulated: • Bank Logo • Bank Seal • Signatures
- 39. So what?What’s the risk? What happens if we get it wrong? 1. Visa Denials, Section 214(b)
- 40. So what?What’s the risk? What happens if we get it wrong? 1. Visa Denials, Section 214(b) 2. Privacy / Security Issues
- 41. Most immediate threats to security: • Human error • Carelessness
- 42. Facilitating the fight against fraud, online • Multiple BankAccount BalanceVerifications * Substantiates financial capability over time
- 43. Facilitating the fight against fraud, online • Multiple BankAccount BalanceVerifications * Substantiates financial capability over time • IdentityAuthentication * Informed by global bank standards * Know your customer (KYC) guidelines * Anti-money laundering guidelines
- 44. Facilitating the fight against fraud, online • Multiple BankAccount BalanceVerifications * Substantiates financial capability over time • IdentityAuthentication * Informed by global bank standards * Know your customer (KYC) guidelines * Anti-money laundering guidelines • Detection of DuplicateAccess * Minimizes risk of third-party fraud
- 45. Data Privacy Day: 28 January, every year
- 46. Admissibility Indicators • Financial capacity •Academic readiness
- 47. Liliane Bauduy, Senior Evaluator Educational Credential Evaluators, Inc. lbauduy@ece.org NAFSA Regions X and XI Albany, New York October 28-30, 2014 Detecting Fraudulent Educational Credentials 48
- 48. Types of Fraud Alteration: information on a legitimate academic document has been changed Fabrication: a completely fake academic document has been created In-house documentmanufacture: fraudulent credential produced by an institutional representative; blank document stockmade available for sale Misleading translations: Translations can be interpretive rather than literal. DiplomaMills: Academic degrees that are bought and based on little or no coursework 49
- 49. Document Production Methods 50
- 50. Paper Documents 51 - Fax copies - Email attachments/Scanned documents - Regular photocopies - Certified or notarized photocopies - Institution-certified/attested copies of original documents - Original documents - Original documents received in institution-sealed envelopes - Original documents received in institution-sealed envelopes received directly from institution - Direct confirmation from the institution in response to a request for verification Less secure More secure
- 51. Virtual Documentation Online Verification 52 Documents downloaded froma secure university website: Is the information provided sufficient? Examination results obtained froman official entity such as an examination body, an office / branch of the Ministry: TheWest African Examinations Council: WAECDIRECT ONLINE – Result Checker for Nigerian secondary education examination results: http://www.waecdirect.org/ Romanian eBacalaureat.ro: http://www.ebacalaureat.ro/ for results of the Romanian Baccalaureate (secondary level) examinations
- 52. Identifying Problem Areas 53
- 53. 54
- 54. 55
- 56. Biographical Data 57 Does the name on the credential match the name on the application and/or other documents? If not, has the name change been documented? Does the date of birth match on all documents? Does the educational history make sense?
- 57. Inaccurate Institutional Data 58 Until 1985, the institution’s name was BeijingMedical College
- 58. 59 Although it is commonly called Delhi University, the official name is University of Delhi.
- 59. Paper Size Differences 60
- 60. Suspicious Seals and Stamps 61
- 61. 62
- 62. Alterations 63
- 63. Incorrect Use of Language and Spelling Errors 64
- 64. 65
- 65. Historical/Political & Cultural Context 66 Up to 1979 Since 1979 Iranian logos
- 66. Historical/Political & Cultural Context 67 Use of a different calendar/How to convert dates into Gregorian calendar dates The case of Iran: Shah's Calendar (Monarchial Calendar System (MCS)) (in use 1974- 78 & on some pre-printed forms after 1978) Jan. 1 to Mar. 20 - subtract 558 Mar. 21 to Dec. 31 - subtract 559 The current calendar uses rather complicated leap year rules. Online calendar converters are easy to use.
- 67. Text Layout and Format 68
- 68. 69
- 69. 70
- 70. A Closer Look 71
- 71. Academic Information Inaccuracies Unusually high grades (e.g. francophone systems) Qualification awarded with honors but grades not high enough Credit or hours of study total too low or unusually high Degree confirmation missing on transcript when expected there Courses completed not compatible with the major indicated on the final award 72
- 72. 73
- 73. 74 In Pakistan, there is a recognized institution called Baqai Medical University. However, there is no University of Baqai. Baqai Dental College The degree is called Bachelor of Dental Surgery.
- 74. 75
- 76. Basic Tools 77
- 77. Three Stages of Document Printing Process Prepress Press Afterpress 78
- 78. Substrate 79
- 80. Watermark 81
- 82. Chemically/ Optically Reactive Ink 83
- 83. Letterpress 84
- 84. Intaglio 85
- 85. Rainbow 86
- 86. Foil Print 87
- 87. Fine Lines 88
- 88. Guilloche 89
- 89. Anti-copy 90
- 91. Simultaneous Printing See-Through Register 92
- 92. Embossing 93
- 93. Hologram 94
- 94. Kinegram 95
- 95. Perforations 96
- 96. Numbering 97
- 97. Clear Tape 98
- 98. Other Binding Imageperf / Micro Perforation Laminating Stickers Ribbons 99
- 99. How are colors printed on documents? 100
- 100. Process Colors 101
- 101. Spot Colors 102
- 102. VERIFICATION AND ETHICAL AND LEGAL CONCERNS 103
- 103. How to Institute Safer Document Policies? Request a full educational history supported by a full set of official documentation Request documents to be sent directly from the issuing institution (if possible) o Request documents issued in the official language of the country (known exceptions: US-based educational systems, e.g. Taiwan, Japan, South Korea, etc.) Request original documents for closer review o Offer safe document return procedures Send documents for verification 104
- 104. How to Institute Safer Document Policies? (cont.) When available, make use of virtual documentation and online verification from a secure website Review institution and program status Identify the recognition status of the institution Analyze credential details 105
- 105. Verification Process Develop a form letter. Keep it simple Use straightforward English if you cannot write the letter in the native language Enclose copies of documents Address letter to a specific title if you are not sure of a name Be aware that some institutions may require a fee to verify documents Process can take days and sometimes months Send a thank you note when response is received (Nurture that relationship!) Save the reply (authentic or fraudulent) for future reference 106
- 106. Third Party Verification: The Case of China • China Academic Degrees and Graduate Education Development Center (CDGDC) Email: cqv@cdgdc.edu.cn Website: www.cdgdc.edu.cn/cn/ or cqv.chinadegrees.cn • China Higher Education Student Information and Career Center (CHESICC) Email: info@chsi.com.cn Website: http://www.chsi.com.cn or http://www.chsi.cn 107
- 107. Conclusion Is there one solution? • Fraudulent/fake documents have always been a concern and this will not disappear tomorrow • Discourage the practice by becomingmore adept at detection • Use all tools available: – technology – international cooperation – Information sharing • Above all know your educational systems 108
- 108. For a copy of this handout, please go to http://www.ece.org/presentations Thank you. 109
- 109. The Campus Perspective of Pain Points and Corresponding Remedies NellyWadsworth,Associate Director,Center for International Education Salem State University nwadsworth@salemstate.edu Handouts: slideshare.net/USjournal/albany05oct
- 110. Campus Perspectives of Pain Points Insert sub-header USE ARIAL FONT ONLY THROUGHOUT PRESENTATION
- 111. Background • Founded in 1854, located15 miles north of Boston • Accredited 4-year public institution • Offers Bachelor and Master degrees in 30 undergraduate majors and diverse Masters degree concentrations • Offers Non-credit ESL program • Total student population -10,000 • Total international students – 500 representing 70 countries
- 112. Admitting International Students Undergraduate Center for International Education Office Conditional Non-Degrees/Certificate Programs English as a Second Language Admissions Office Matriculated Students Graduate Center for International Education Office Non-Degrees Admissions Office Matriculated Students Graduate Certificate Programs
- 113. International Students at SSU • I+2+1 Dual Degree - degree seeking • Saudi Arabia Cultural Mission – degree seeking • Brazil Scientific Mobility Program – non-degree • NCN Students and Sup Du Co Montpellier, France – degree seeking • Exchange Students - degree and non-degree • Individual applicants - degree and non-degree
- 114. Samples of Credentials Center for International Education Office Conditional Non-Degrees/Certificate Programs English as a Second Language Admissions Office Matriculated Students Graduate Center for International Education Office Non-Degrees Admissions Office Matriculated Students Graduate Certificate Programs
- 115. Samples of Credentials Center for International Education Office Conditional Non-Degrees/Certificate Programs English as a Second Language Admissions Office Matriculated Students Graduate Center for International Education Office Non-Degrees Admissions Office Matriculated Students Graduate Certificate Programs
- 116. Samples of Financial Documents
- 117. Samples of financial documents Center for International Education Office Conditional Non-Degrees/Certificate Programs English as a Second Language Admissions Office Matriculated Students Graduate Center for International Education Office Non-Degrees Admissions Office Matriculated Students Graduate Certificate Programs
- 118. Center for International Education Office Conditional Non-Degrees/Certificate Programs English as a Second Language Admissions Office Matriculated Students Graduate Center for International Education Office Non-Degrees Admissions Office Matriculated Students Graduate Certificate Programs
- 120. Privacy, Proof, and other Pain Points within International Enrollment Management BenWaxman,Chief Operating Officer at INTEAD: International Education Advantage, LLC bwaxman@intead.com Cheryl DarrupBoychuck,Chief Architect at FundsV and USjournal.com cheryl@FundsV.com and cheryl@USjournal.com NellyWadsworth,Associate Director, Center for International Education, Salem State University nwadsworth@salemstate.edu Liliane Bauduy, Senior Evaluator at Education Credential Evaluators, Inc. LBauduy@ece.org Handouts: slideshare.net/USjournal/albany05oct
Editor's Notes
- Thank you for joining us! I am CDB, head of USjournal.com and FundsV. USjournal has been online since 1996, recruiting international students in 16 different languages for a select group of U.S. campuses. FundsV is our funds verification initiative, designed to improve the efficiency and integrity of the proof of sufficient funds component in international admissions. Our co-presenters can briefly introduce themselves.
- We have some dynamic content to share with you today. I start off by addressing the latest trends in data privacy and online security, along with suggestions about how to facilitate the fight against fraud in financial documentation during the international student application process. Liliane follows with advice on how to detect fraud in academic credential evaluations. Ben then transitions to measuring ROI in international student recruitment, noting that fraudulent documents that “slip through the cracks” can lead to plenty of wasted resources. Mary cites her own campus experiences related to these operational processes, and will then encourage you to discuss your own pain points and corresponding remedies.
- Privacy and Proof of Sufficient Funds. You may be thinking, “Technically, other colleagues on campus are probably responsible for the overall strength of our database network. Why should I care?” I think we can all agree: It’s in everyone’s best interests to work together on preventing a hack, rather than deal with the repercussions of one.
- Here’s just one example of why we should be concerned. http://researchcenter.paloaltonetworks.com/2014/09/stolen-email-accounts-worlds-top-universities-selling-chinas-largest-c2c-platform/
- We’ve all seen plenty of other headlines; I don’t need to remind you about all of the high-profile hacks of late. Whether or not you trend toward “conspiracy theories” or a Big Brother mentality, it’s safe to assume that everything EVENTUALLY leaks. I’m curious: How many of you have dedicated a portion of your orientation to teaching new students – both domestic and international – about protecting their digital footprint online? We’ve seen that trending, and I have a feeling that type of info session will soon secure a place in every orientation.
- And it seems to me that students would welcome such up-to-date information. The good news for all of us: Students are embracing a sense of empowerment to pro-actively control their digital data. They’re emerging from this “victim mentality.” These statistics, from StaySafeOnline.org, confirm that Millenials don’t trust the government to keep them safe online; 87% believe that the individual user is responsible for keeping the internet safe. By the way, October happens to be National Cyber Security Awareness Month.
- Our students are aware of the risks…
- Yet they fall short in actual implementation of keeping themselves safe. So they must be reminded and taught.
- Here’s one of many video resources at StaySafeOnline.org. Another government initiative that you may be aware of is StopThinkConnect.org http://youtu.be/ludcSKir3Ow
- About those weak passwords… Pg 12: http://www2.trustwave.com/rs/trustwave/images/2014_Trustwave_Global_Security_Report.pdf?aliId=23670835
- Programmers are now setting up systems to “save you from yourself” – namely, to reject weak passwords for example that consist of consecutive numbers. Pg 68: http://www2.trustwave.com/rs/trustwave/images/2014_Trustwave_Global_Security_Report.pdf?aliId=23670835
- I thought this infographic was interesting, though not terribly surprising, in terms of the global nature of online threats. Pg 23: http://www2.trustwave.com/rs/trustwave/images/2014_Trustwave_Global_Security_Report.pdf?aliId=23670835
- These three industries made up the majority of compromises, outpacing other industries such as Finance, Professional Services, Entertainment, Health Care and Education. I personally have chosen to focus on the intersection of Finance and Higher Education, with our Funds Verification Initiative. Pg 24: http://www2.trustwave.com/rs/trustwave/images/2014_Trustwave_Global_Security_Report.pdf?aliId=23670835
- Here are some projections related to eCommerce growth, which of course run parallel with online banking. You’ll recognize a few of these countries, of course, as top sending countries of international students. http://mediam1.files.wordpress.com/2013/07/global-ecommerce-markets-what-opportunities-exist-for-online-retailers_51da7beb959b5.jpeg
- We decided to focus on that particular component of the life cycle because of demand from our USjournal clients. About eight years ago, they said, “Look, we really appreciate the inquiries you generate for us, but is there any way to qualify those students, financially, earlier in the process, so we dedicate our resources to students most likely to be granted a student visa, which of course includes proof of sufficient funds.”
- Let’s focus on the earliest part of the admissions process, where of course you have two primary admissibility indicators: Is this student prepared from an academic perspective? (Liliane will address that particular component next.) And also, can the student prove sufficient funds, to meet the requirements of the federal government? If we can efficiently address those two very basic indicators, then we, as admissions counselors, can devote more of our limited time and resources to the more nuanced segments of admissions, and actually communicate with prospective students most likely to enroll. Now, depending on the host institution’s policies, the “proof of financial capacity piece” can be placed early in the admissions cycle to improve your “yield” or “conversion” from initial student inquiry to financially-qualified applicant. Or, the funds verification piece comes later, after the student has been admitted from an academic perspective. How does that happen? Let’s look specifically at the funds verification component, which is a largely paper-based process.
- Here are statistics from one bank, ABN AMRO, which reflect the trends away from banking in traditional contact centers (the tiny little gray columns). The blue-green represents Internet Banking, while the forest green shows mobile banking. The tipping point came in February 2012, when clients started to prefer mobile banking over desktop or laptop banking.
- The trend also speaks to a sense of empowerment that we discussed earlier: “My banking data is online, and I want it to go from Point A to Point B.” I got a sense of that last year, when my kid was entering Middle School. The administrators needed a copy of his immunizations. Fair enough. My hospital is always boasting about how all of our records are online. But when I called to have those records transferred to the school, they still insisted I come down to the office to authorize the transfer in person, with a signature. I thought to myself: It’s MY data. And I want it to go from Point A to Point B. My online health records are convenient for the hospital staff, but shouldn’t they also be convenient to me, the consumer? Increasingly, we’ve found that students who register with FundsV want to know the *minute* they satisfy the requirement, so they can restrict access to their profiles, to minimize risk – while significantly improving the efficiency and integrity of the process.
- This Forbes' article noted that consumers crave simplicity. The key to positively impacting purchase decisions and brand loyalty is to simplify the purchasing process. http://www.forbes.com/sites/patrickspenner/2012/07/02/marketers-have-it-wrong-forget-engagement-consumers-want-simplicity/
- Clearly, there’s a lot of room for improvement in streamlining the U.S. admissions process – and significant opportunity to differentiate from your peer institutions. Noel-Levitz recently reported that more than half of all international applicants to U.S. institutions fail to complete their application. After looking at this flow chart, is it any wonder? I think most of us would agree, there’s a lot of room for improvement in streamlining the U.S. admissions process – and significant opportunity to differentiate from your peer institutions. We need to consider the currently-complicated operations end of the equation, and maximize efficiencies where we can.
- This piece comes to us from Hanover Research. Consider those four themes: Simplicity, Technical Flexibility, Security, and Administrative Efficiency. Each of those themes directly relates to the funds verification component of the process. If you were to re-build your international admissions process, it would be wise to begin with “proving financial capacity” at its core. http://www.hanoverresearch.com/insights/improving-the-online-college-application-process/?i=higher-education
- Even when you consider scanned documents, that inherently means that you begin with a piece of paper. If “paperless” is your goal, then that means “without paper.” And that means, the data is transferred electronically – without the need to eyeball bank logos or signatures. We’re not quite there yet, but that’s certainly where we’re headed.
- FundsV’s core functionality focuses on electronic data transfer. We empower the account holders (students themselves or their sponsors) to point their online banking data to the authority who requested it. The functionality is very similar to when consumers want to automate monthly payments for a utility bill online; they need to authorize that transaction by granting access to their account. FundsV transfers financial data – not the money itself.
- What’s the risk? Failing to prove sufficient funds is THE most common reason that U.S. consular officers deny student visas under Section 214(b). We’ve GOT to get it right.
- The second issue deals with Privacy and Security; let’s focus on evaluating the risk from that particular perspective.
- Research shows that the most immediate threats to security and privacy may not be from hackers or system vulnerabilities, but from human error or carelessness. Remind your staff frequently to change passwords, lock file cabinets, lock screens or devices when not in use, and keep those devices clean. Build on the momentum in the media that users ultimately are responsible for their online security and in fact their entire digital footprint. Institutions of course must do their part to secure data, but recognize that it’s much easier to achieve when users work with the institution in a true partnership. Finally, equip your team with the tools to perform well. FundsV
- The electronic transfer of bank data allows for near-instantaneous bank account balance verifications, at multiple times throughout the admissions cycle. Only the account holder can refresh that data -- enabling qualified students and their parents or sponsors to substantiate their financial capacity over time, and actually elevate their application to differentiate it from high volumes of other applicants.
- The electronic transfer of bank data also serves to authenticate the user’s identity. “Know your customer” guidelines, for example, require new bank account holders to be physically present in the bank’s branch office, and show several forms of identification to open an account. And the user is always in charge of restricting access to their data at any time.
- The electronic transfer of bank data also allows for easy detection of duplicate access to the same bank accounts. We hear about third-party agents who inundate admissions offices with applications of borderline-admissible students, with financial documents that are “so clearly fraudulent” – but there’s no formal way to address the issue. Those agents in turn call the office claiming to be the student, etc…. it’s become a major headache and roadblock for the entire process. The parallel struggle is internal: “When certain graduate departments need the numbers, they’ll choose to ignore those informal red flags, and admit ‘em en mass.”
- Cheryl transitions to Liliane
- These considerations are “pain points” in the industry, and colleagues are clearly searching for solutions to heal those issues. http://undercdn.under30media.netdna-cdn.com/wp-content/uploads/2013/09/pain1.jpg