The presentation covers basics on how to develop your international recruitment plan and data analysis. The data shows the majors and countries that send most international students to the United States. The presentation can help new enrollment managers develop their own plan.

1. International Recruitment Business Plan by
Dr. Aparna Vashisht-Rota
These are the lessons and insights I learnt at an old role. As new enrollment managers step into
international recruitment, I thought I would share my experiences that may help another
professional. The literature quoted in this presentation is from 2013-14 but it is still relevant
today.
Kindly attribute this to August Network if you share it with others by emailing us to inform us
where you are publishing the paper.
Attribution Requested:
• Dr. Aparna Vashisht-Rota, CEO, August Network, authored this presentation to aid other
new international recruiters worldwide. August Network is at the intersection of program
innovation, technology, and jobs. Dr. Rota can be reached at avrota@augustnetwork.com.
What we seek:
– In the U.S., we are looking for Ph.D. programs and STEM MS programs that will consider work
study programs. We work on an exclusive basis and seek regional offices in India.
– We are looking to partner with universities in Australia, Canada, China, and Europe.
– Hire us to grow your international presence.

2. International Recruitment
• Current Snapshot
• Lessons Learnt & Infrastructure Needs
• Country Specific Requirements
• China
• India
• Europe
• Future Areas of Growth
• Growth Plan

3. International Agreements
Current Snapshot
Key Stats
• Over 35 Partner Schools
• Kiel: 100+ students over 10 years
• NFC China: Over 50 students
• Trier, Osnabruck: 20 students over past 2 years
• ESDES: 8 students Fall’14, 10 expected Fall’15
• 75 of Agents, 80% for ASM
• Manis: 12 students Fall’14. Similar anticipated Spring’15
• Numerous others: 5 students worldwide (Dubai, Malaysia, Vietnam, Jordan, &
China)
• Cost of Enrollment
• India: $3,000
• China: $4,700
• Europe: $0 - $1,000

4. Agents
• Primarily for ASM
• Potential to add
other disciplines
with ease.
Partner Schools
• Primarily for ASM
• Success in China,
Germany, &
France.
• DCP, Dual
Degrees
Language School
Articulations
• EC English
• ILSC
Branch Campuses
• Hong Kong
Current Agreements
Types of Agreements
• DCP Programs
• Dual Master’s Programs
• Semester Abroad
• Pure Exchange Agreements (rare)
• Agents

5. Current Agents

6. Lessons Learnt
Key Lessons Learnt:
• Agents effective in some key geographies such as India.
• Europe is a low hanging fruit for double degrees and semester abroad students
• Wismar, Flensburg, Hamburg are examples of interest in Germany.
• Partner schools represent a key area of future growth as low Cost of Enrollment
• China has huge growth potential: Add agents, additional schools, add partner school support
• Domestic Recruitment must increase to provide a balanced classroom.
• Corporate partnerships is an untapped area of growth for enrollments, placements,
and strategic partnerships.
• STEM programs needed for additional growth and revenue

7. Support Infrastructure
• Additional Business Development Staff in key geographies to drive expansion
• Account Managers for new agreements: Unwrap agreements and onboard new
partners.
• Legal Support
• New Agreement Templates, Semester Abroad Agreements
• Marketing Support
• Webinars: Introduce agents to the University
• Locations
• Services offered (housing, food, airport pickups, student activities)
• What to expect (processing timelines, paperwork needed)
• Prompt payment to agents to build reputation and trust.
• Visa Support
• FAQ build for international students so they can prepare for interviews.
• Admitted students to be provided visa counseling and preparation.
Lessons Learnt: Infrastructure needed

8. Support Infrastructure
• Student Services
• Cultural Acclimation
• Support services for international students: Off campus housing options,
food choices, activities, mentoring, tutoring, and customized support plan.
• Robust onboarding to ensure successful and smooth onboarding for
international students.
• ESL Support needed—see next slides for country specific feedback.
Lessons Learnt: Infrastructure needed

9. China: Market Potential High
• 2012-13: 235, 597 students came to the US from China.
• 39.8%: Undergraduate,
• 43.9% Graduate,
• 6.1% Other,
• 10.2% (OPT)
Current Key Recruitment Channels
• Partner Schools
• J Xue
To be explored
• Additional Partner Schools by
vertical (Health Care, IT,
Pharmaceutical)
• Agents
• DCP Programs

10. India: Market Potential High
• 2012-13: 96,754 students came to the US from India.
• 13.2%: Undergraduate,
• 56.4% Graduate,
• 1.6% Other,
• 28.8% (OPT)
Current Key Recruitment Channels
• Agents
To be explored
• Online Fairs
• Partner Schools (Less Successful)
• DCP Programs
Product Needs for the market
• STEM programs* suggested

11. China Specific Challenge:
“With the increasing presence of Chinese students on U.S. campuses,
many respondents reported providing a range of programs and services
designed to better integrate the growing number of Chinese students on
their campuses and in their communities, and to ensuring English
proficiency levels.
These efforts ranged from:
• Adding more ESL classes,
• Increasing their level of student support services,
• and assisting Chinese students with academic, social and cultural
issues.”**
India & China: Key Challenges
China Key Issues:
• ESL requirement
• In classroom support required
• Robust tutoring, mentoring, and cultural acclimation
support required.
• Faculty training required
• Student onboarding challenges
India Key Issues:
• Dietary Accommodations and flexibility required
• Robust mentoring, and cultural acclimation
support required.
• Student onboarding challenges

12. Europe: Market Potential High
• 2012-13: 9,819 students came to the US from
Germany. 12th Leading country for sending
students to US.
• 31.1%: Undergraduate,
• 30% Graduate,
• 32.1% Other, (Semester Abroad)
• 6.8% (OPT)
To be explored
• Participation in Recruitment Fairs
• Add more partner schools
• DBA Program cooperation
• United Kingdom, and Spain that are 13th and 25th leading country respectively for
sending students to the U.S.
• Add Norway, Denmark, Finnish, and Swedish students.
• 2012-13: 8,297 students came to the US from
France. 16th Leading country for sending
students to US.
• 34.4%: Undergraduate,
• 29.1% Graduate,
• 26.2% Other, (Semester Abroad)
• 10.2% (OPT)

13. Europe: Key Challenges
Key Issues Europe:
• Food, Off Campus housing options.
• Domestic students desired, class demographics need to be shaped
to include fewer Chinese.
• Student Ambassadors and mentors to help acclimation.
• Practical training—especially for German students that value both.

14. Future Growth

15. Top Fields of Study

16. Fields of Study from Places of Origin
Key Findings:
• Business and Management very popular area.
• Health Professions are relatively low in popularity.
• Engineering, Math, and Computer Science also very popular—STEM Programs.
• Physical and Life Sciences are also very popular.
• Key Regions:
• APAC
• Europe
• India
• Latin America
Fields of Study of Students from Selected Places of Origin, 2012/13
PERCENT OF TOTAL
Place of Origin
Business/
Management
Education
Engineering
Fine/ Applied
Arts
Health
Professions
Humanities
Intensive
English
Math/ Computer
Science
Physical/ Life
Sciences
Social
Sciences
Other
Undeclared
TOTAL STUDENTS
Brazil
23.8
1.9
11.2
8.9
3.1
3.4
2.7
3.8
6
9.3
19.2
6.7
10,868
Canada
15.8
6.9
7.5
8.8
15
4.1
0.1
2.6
8.5
13
14.6
3.1
27,357
China
29
1.7
19.2
4.9
1.3
1
3.2
11.2
8.8
8.2
9
2.5
235,597
Colombia
19
2.6
13.5
8.9
2.3
5.5
7
3.3
9.7
11.7
13
3.5
6,543
France
24.9
0.9
11.6
6.6
1.5
6.9
1.4
5.7
5.2
9.9
19.5
5.9
8,297
Germany
26
1.6
7.9
4.2
2.3
6.9
0.9
3.1
8.2
14.1
17.9
6.9
9,819
Hong Kong
27.4
1
6.5
10.3
3.4
3
2.5
5.7
6
15
14.6
4.6
8,026
India
13.7
0.5
35.6
1.7
4.7
0.5
0.1
23.1
11.2
3.5
4.6
0.8
96,754
Indonesia
29.6
2
15.6
9.5
2.3
1.7
1.2
5.1
5.3
9.8
12.6
5.3
7,670
Iran
4.7
1.3
55.2
5.4
2.3
1
1.6
9.6
10.5
3.6
4.2
0.6
8,744
Japan
17.4
2.4
3.7
8.1
2.8
5.8
14.6
2.2
4.8
11.5
22.1
4.6
19,568
Malaysia
18.2
2.2
28.4
4.3
2.9
1.7
0.1
8
11.8
9.8
10.3
2.3
6,791
Mexico
21.5
3.3
17
8.9
2.9
3.4
2.7
4
6.5
10.5
14
5.3
14,199
Nepal
19
1
20.3
1.5
9.4
1.1
0.1
11.9
19.6
5.5
7.6
3
8,920
Nigeria
15.5
1.7
24.1
2.3
12.5
2.3
0.2
7.4
13
7.9
9
4.1
7,316
Russia
28.2
1.9
6.8
9.4
2.5
5
1.9
7.4
11.5
11.3
11.4
2.7
4,898
Saudi Arabia
17.1
2.8
21.1
2.1
5.6
1.5
27.2
7.4
4
2.7
5.8
2.7
44,566
South Korea
16.4
3.1
10.8
13.4
5
4.1
4.5
4.9
7
12.4
15.1
3.3
70,627
Spain
22.1
2.1
13.1
9.3
2.1
11.2
2.2
3.7
4.8
8.5
16.3
4.6
5,033
Taiwan
20.9
3.8
16.6
12.9
3.6
2.1
3.7
6.7
10.6
7.1
9.9
2.1
21,867
Thailand
21.4
2.2
17.3
10.1
4.1
1.4
3.7
7
9
7
13.9
2.9
7,314
Turkey
15.1
3.7
25.1
5.7
0.7
2.7
3.5
9.6
8.6
13.5
9.8
2
11,278
United Kingdom
17.7
3.2
4.5
8.6
4
6.6
0.1
2.9
7.3
18.1
20.9
6.1
9,467
Venezuela
29.3
2.2
14.8
8.4
2.7
2.1
10.2
3.4
4.8
6.9
11.2
4
6,158
Vietnam
38.1
1.1
9.9
3.5
4.3
1.2
4.6
7.5
7.3
5.1
7.2
10.2
16,098

17. Future Growth Areas and Recommendations
Key Findings from Data:
• Key geographies to expand are as follows:
• China
• India
• Europe
• Malaysia, Hong Kong, Taiwan, Vietnam
• Latin America
• Business and Management very popular area.
• Health Professions are relatively low in popularity.
• Physical and Life Sciences are also very popular.
• Key Regions:
• APAC
• Europe
• Latin America
• Engineering, Math, and Computer Science also very
popular—STEM Programs.
Key Lessons Learnt from our experience
• China has huge growth potential: Add agents,
additional schools, add partner school support
• Agents effective in some key geographies such
as India and CA as a location is a success.
• Europe is a low hanging fruit for double degrees
and semester abroad students
• Partner schools represent a key area of
future growth as low Cost of Enrollment
• Domestic Recruitment must increase to provide
a balanced classroom.
• Corporate partnerships is an untapped
area of growth for enrollments,
placements, and strategic partnerships.
• STEM programs needed for additional growth
and revenue

18. Strategy Recommendations
International
Partnerships Phase I
• Consolidate current agreements
• Revive some old ones and let others expire.
• Revise Representation Agreements
• Add templates for simple exchange and study abroad programs.
• Strategic Plan
• Our Strengths
• Identify Key Geographies with recruitment targets
• Build a resource plan to achieve targets
• Identify Key Vendors and deploy based on recruitment targets
• Outsource recruitment as much as possible
• Add Partner Schools with strategic focus
• Expand into Europe where dual degrees and US education is partially, and in some
countries fully, funded by the government.
• Domestic Corporate Partnerships with customized programs.
• Strategic Alliances

19. Our Strengths
Our Strengths
• Location: Sunny California
• Excellent Programs
• Great potential to build our reputation and brand abroad
Key Recommendations
• Expand existing programs to other locations
• Add STEM programs
• Expand based on geographies as noted in subsequent
slides

20. Total Available Market
Total Available Market Business Engineering
Health
Professions ESL
Math Computer
Science
Physical/Life
Sciences
India 13,255 34,444 4,547 97 22,350 10,836
China 68,323 45,235 3,063 7,539 26,387 20,733
Germany 2,553 776 226 805
France 2,066 962 124 431
Other APAC 31,252 19,574 5,635 201 1,392 5,182
Latin America 3,047
Nigeria 1,134 1,763 915 541 951
Turkey 1,703 2,831 970
Spain 1,112 659 242
Total 124,446 106,245 14,510 7,837 50,670 40,151

21. Recruitment Targets by Country
Country 2015 2016 2017 2018 2019
India 60 100 150 200 300
China 50 100 150 200 200
Germany 30 50 70 80 80
France 30 50 70 80 80
Scandinavia 30 50 70 80 80
Other APAC (DCP) 50 100 200 300 350
Other APAC (USA) 20 50 100 200 300
Latin America 50 100 150 150
Africa 20 40 50 60
270 570 950 1340 1600
India $1,973,820 $3,289,700 $4,959,550 $6,649,400 $10,009,100
China $1,385,565 $2,786,130 $4,206,695 $5,617,260 $5,612,260
Germany $561,958 $943,263 $1,322,568 $1,513,220 $1,513,220
France $561,958 $943,263 $1,322,568 $1,513,220 $1,513,220
Scandinavia $542,000 $910,000 $1,276,000 $1,460,000 $1,460,000
Other APAC (DCP) $150,000 $300,000 $600,000 $900,000 $1,050,000
Other APAC (USA) $595,000 $1,520,000 $3,070,000 $6,165,000 $9,255,000
Latin America $1,580,725 $3,181,450 $4,777,175 $4,772,175
Total $5,770,300 $12,273,080 $19,938,830 $28,595,275 $35,184,975
Net Revenue (After marketing expenses & Institutional Aid)

22. • Almost all institutions (99%) that devoted more resources for international student recruitment trips have
focused these efforts on East and South Asia (primarily China and India). But 53% of reporting institutions
are also recruiting in Latin America (especially in Brazil), Southeast Asia (22%) and the Middle East (17%).
The region that institutions were least likely to recruit in was Africa (7%).
• Full Report:
http://www.iie.org/~/media/Files/Corporate/Open-Doors/Special-Reports/Fall-2013-Snapshot-Survey-
International-Students.ashx
International Marketing &
Recruitment