Really exciting, groundbreaking new research we are conducting with FPP EDUMedia about student motivations to study abroad. We presented this along with global perspectives from University Cattolica Sacro Cuore and American University

1. Julio Ronchetti
President, FPP Edumedia
Benjamin Waxman
Chief Executive Officer, Intead
Ken Janjigian, M.Ed.
Director English Language and Training
Academy (ELTA), American University
Michelangelo Balicco
Manager International Relations,
Università Cattolica del Sacro Cuore
Know Your Neighborhood
International Recruiting Fueled by Regional Insights

2. Welcome to this presentation:
Know Your Neighborhood
Julio Ronchetti

3. “An investment in knowledge always pays the best interest.”
Benjamin Franklin

4. What’s
the best time
to send an email
to Brazilian
students?
Whose
idea is it for a
Vietnamese to study
abroad?
Whom
are Spanish students
most likely to trust for
recommendations about
where to study abroad?
and the Emirati?
What
are the main
reasons for a
Colombian
student to study
abroad?
What
are the most
important goals in the
next seven years of an
Indonesian student?
What time of day
are Mexican students most
likely to explore their
social media accounts
and read posts?
What does a
Peruvian student
most care
about achieving?
And Thai students?
What are
the first three
things Asian students look
for when they are
evaluating a university?
And Latin American
students?

5. 807,719 Students 35,390 Responded
2.5 Days
Brazil
Chile
Colombia
Ecuador
Mexico
Peru
Venezuela
Indonesia
Vietnam
Malaysia
Thailand
Philippines
Italy
Spain
Students from 94 countries answered the 22 question survey
22 Questions
70%

6. Arthur Ashe Stadium 22,547 people capacity
New York - USA

7. Who is competition
for your school in
the 21st Century?

8. Do you Recruit international
students to your programs?
or
Do you Sell your programs to
International Students ?

9. Know Your Neighborhood:
Know Your Neighborhood:
What?
and
Why?

10. 807,719 Students 35,390 Responded
2.5 Days
Brazil
Chile
Colombia
Ecuador
Mexico
Peru
Venezuela
Indonesia
Vietnam
Malaysia
Thailand
Philippines
Italy
Spain
Gulf
Students from 94 countries answered the 22 question survey
22 Questions
70%

11. Respondents

12. First Dreamed of Study Abroad

13. International Travel
Influences Decision to Study Abroad

14. Whose Idea to Study Abroad?

15. Whom Do You Trust?

16. Whom Do You Trust?

17. Whom Do You Trust?

18. Reasons to Study Abroad

19. Reasons to Study Abroad

20. Reasons to Study Abroad

21. Reasons to Study Abroad

22. Goals in Next 7 Years

23. Goals in Next 7 Years

24. Goals in Next 7 Years

25. Goals in Next 7 Years

26. What Do You Evaluate When Choosing…

27. Email Marketing

28. Explore Social Media

29. Select Comparison
Get
a
good
educa+on
Pursue
my
specific
academic
interests
Achieve
important
things
Why
study
abroad?
(Top
3)

30. Select Comparison
Advanced
degree
in
my
field
Speak
English
fluently
Get
a
sa+sfying
job
Goals
(Top
3)

31. Select Comparison
Whom
do
you
trust?
(Top
3)
University
admissions
rep
Someone
in
my
profession
of
interest
Professor
in
my
academic
field
Student
at
university
in
my
target
country

32. Know Your Neighborhood:
International Recruiting Fueled
by Regional Insights
Ken Janjigian, M.Ed.
Director English Language and Training Academy (ELTA)
American University

33. § International Gateway Program – IGP (2012)
§ Conditional admission bridge program for undergrads and
study abroad students; split into two levels in 2014
§ Graduate IGP (2013)
§ Conditional admission bridge program for grad students
§ Part-time English Language Program – ELP (2013)
§ Evening courses (TOEFL Prep and Business Communication)
for local non-native speakers
§ Intensive ELP (2015)
§ Full-time IEP offering visa support
English Language and Training Academy (ELTA)
at American University

34. International Recruiting for ELTA
IGP – Undergraduate
§ Students are admitted via undergrad admissions, Washington Semester
Program, and Abroad at AU.
§ F-1 vs J-1 Recruiting
§ Differences between China and Japan within Undergrad IGP
§ Splitting IGP into levels I and II – demographic changes!
§ Lack of scholarships, but discounts
IELP
§ Admission is directly through our school – School of Professional &
Extended Studies (SPExS)
§ Launching this fall
§ Challenges – budget, where to recruit, diversity beyond China and
Saudi Arabia

35. IGP (Undergraduate) Enrollment by Student Cohort
Program Growth

36. IGP Student Demographics
IGP (Undergraduate) Students by Region, Fall 2013—Fall 2015

37. IGP Student Demographics
IGP (Graduate) Students by Region, Summer 2013—Summer 2015

38. IELP RECRUITMENT
International Recruiting for ELTA
Various Methods
§ Student fairs – EDUEXPO, EDUSA
§ Social Media
§ Websites – paid and unpaid (IIE, APPLYESL, Study in the USA,
ESLGOLD, Google ads)
§ Email Blasts
§ Former students
§ SACM

39. Know Your Neighborhood:
International Recruiting Fueled
by Regional Insights
Michelangelo Balicco
Università Cattolica del Sacro Cuore
Head of International Marketing Office

40. External Organized Effort
International Education data
Internationalization data of your
local companies
Local tourism board data
The immigration trend in your
region/country
Internal Organized Effort
Analysis of the student enrollment data
International Agreements data
International admission data/records
Google Analytics data
Russia, Turkey, Brazil, Romania, Ecuador, Philippines, France…
How do you get to know your neighborhood?
Through MARKETING RESEARCH!
It’s an organized effort of gathering, analyzing and
interpreting raw data and in this specific scenario
today… to identify target markets!
Marketing Research

41. Mr. Balicco, we need
more students with
strong math and
accounting backgrounds!
We want Indian
students!
India???
We are a Catholic
university, we have never
been there and it’s a very
competitive market…
Exploring a “New” Neighborhood

42. STRENGTHS
Largest Catholic University in Europe
A truly international staff team
Commitment to customer support
Well known Alumni/graduates
Dedicated Recruitment budget
Up-to-date process for International students
Strong reputation in Italy
WEAKNESSES
Language barriers
3rd most expensive university in Italy
No comprehensive internationalization strategy
Small recruitment and marketing team
Not in the top 100 world rankings
No alumni strategy in place
OPPORTUNITIES
Business degrees taught in English
Accessible visa procedures
Strong partnership with national and international
companies
Outdoor Campus lifestyle
Located in globally renowned locations (e.g. Milan
host of Expo 2015, Rome the Eternal city)
UCSCinIndiaUCSCInsightsApproaching a “New” Neighborhood?
Start with a tailored SWOT analysis!
THREATS
India is one of the most saturated markets and we
are newcomers!
80 % Hindus – 13% Muslims – 2% Christians
Italy’s unstable economic conditions
Political issues between Italy and India (South of
India)

43. Goal: Find relevant data
to understand the Indian
market and make the right
decisions in short time!
IN HOUSE TOOL: SURVEY
Facebook
campaign
Landing page on
the website
Academic reputation
Strong Career Service
Support services for Indian students
Leisure activities
The Italian Higher Education System: Help us to better present our scholarship policy and our
English-taught degree programs in India!
Indicate 5 countries where you would like to study in
Europe, except for the UK:
Germany
Denmark
Norway
Which type of information would you like to receive
from an Italian university? (click all that apply)
Language of instruction
Prices & Scholarship opportunities
Programs offered
Visa procedures
Tutorship
Which features would you like to see most
in Italian universities?
+
“Macro-Marketing Profiling Tools

44. Avoid main cities… too much
competition from the big players
Research geographic origins of the Indian
community in Italy
Concentration of Catholic Comunity in India
Focus on English-taught progams
Dedicated immigration support
Avoid Indian tech hubs
Promote in areas where Italy excels in
exporting goods
Problems identified
Low rankings
Worried to fit socially
Safety
Language Barrier
Visa procedure
No engineering degrees in English
Unstable economic situation
Possible solutions
“Macro-Marketing Profiling Outcomes

45. Study Abroad
Low percentage of
students compared to other
parts of India;
Students (not parents) are
the decision makers
Expectations
Fit socially both inside and
outside the University
Having a personalized
support system available
Personal enrichment
Study Abroad
Strong UK focus
Parents have larger weight in
the decision making process
Expectations
Having a personalized
support system available
Scholarship opportunities and
strong connections between
university and businesses
To have available experience
of previous/current Punjabis
in the territory
Insider information available from local PR companies or a local representative
PUNJAB
Information provided by:
Times of India
(Times education supplement)
Information provided by:
Hinduistan Times
(Horizon education supplement )
“Macro-Marketing Profiling from National to Local

46. “Macro-Marketing Profiling from National to Local
PUNJAB

47. Investments Results
€ 7.000 PR Times of India
€ 5.000 PR Hinduistan Times
€ 1.800 Travel expenses
€ 1.000 Facebook campaign
Total expenses = € 14.800
3 students from Goa
Total 1st year tuition fees:
€ 36.000
5 students from Punjab
Total 1st year tuition fees:
€ 50.000
Total fees from India: € 86.000
“Macro-Marketing Profiling Outcomes

48. Tips to Take Away
Data informs your marketing decisions
Without data driving your decisions your investment is...