This document summarizes the results of mystery shopper tests conducted to analyze how higher education institutions respond to inquiries from prospective international students. Key findings include that 32% of institutions did not respond to email inquiries, while response rates were higher for inquiries made at college fairs or on social media. Exemplary institutions that provided thorough responses across multiple channels within 24 hours are highlighted. The document advocates for institutions to justify budgets and improve capacity to effectively engage all student prospects.

1. Richard W. Ferrin, PhD | President & CEO!
World Education Group, LLC!
Ben Waxman | Chief Operating Officer!
International Education Advantage, LLC!
A No More
Successfully Engaging Prospects!

2. What Your Peers Really Do With
International Student Prospects
Spoiler Alert: It’s Not Pre;y

3. Student College Fair Inquiries
3

4. Email & Social Media Inquiries
4

5. Why are inquiries so important
5
72%
of
all
students
would
always
inquire
before
applying
to
a
university.
Yes!
No!
Maybe!
Can't say!

6. Preferred modes of communicaHon
6
83%
88%
of
all
students
selected
email
as
one
of
their
preferred
modes
of
communica=on.
of
all
students
expected
email
responses
to
be
in
their
own
language.

7. “Hey There, I’m Prospect #297”
7

8. Is Anyone Going To Respond?
8

9. Let’s Find Out
9

10. 32%
50%
13%
5%
No
response
Responded
within
24
hours
Responded
in
2
to
5
business
days
Responded
within
2
weeks
10
Response Rates:"
60 Institutions
randomly selected from
US, Australia, Canada!
Mystery Shopper Email Inquiries

11. Analysis of Responsive InsHtuHons
11
68%
32%
No
Chinese
Materials
Have
Chinese
Materials
or
officers
who
can
speak
Chinese
n=41 Institutions!

12. 12
19%
31%
27%
12%
12%
No
response
Responded
within
24
hours
Responded
in
2
to
5
business
days
Responded
within
2
weeks
Responded
within
1
month
College Fair Mystery Shop -­‐ Vietnam
n=26 US Institutions!

13. College Fair Mystery Shop -­‐ Beijing
13
25%
53%
18%
4%
No
response
Responded
within
24
hours
Responded
in
2
to
5
business
days
Responded
within
2
weeks
n=28 US Institutions!

14. 14
54%
46%
Ins=tu=ons
with
no
response
Ins=tu=ons
with
response
College Fair Mystery Shop -­‐ India
n=13 US Institutions!

15. Exemplary InsHtuHons – Email Test
15
Chinese Language Documents

16. 16
Exemplary InsHtuHons – Fair Test

17. Exemplary InsHtuHons – Fair Test
17
Chinese Language Documents

18. 18
Our Latest: The Mystery Tweeter

19. 80 InsHtuHons Randomly Selected
50 from US" 15 from Canada"
10 from Australia" 5 from New Zealand"

20. Our Persona
Aahana, Age 22
International student from India!
Academic Interest
business administration!
Geographic Interest
US, Canada, New Zealand or
Australia!

21. Target InsHtuHon Criteria
Social Media Platforms
• 100%
of
ins=tu=ons
have
official
Facebook
and
TwiPer
accounts
• 95%
of
ins=tu=ons
allow
pos=ng
or
messaging
on
Official
Facebook
plaRorm
• 100%
of
ins=tu=ons
allow
twee=ng
on
official
TwiPer
plaRorm

22. Aahana’s Message
I'm so excited to study abroad! Please direct
me to more information about your
international student opportunities.
Please tell me more about your international
student opportunities. I am eager to learn
more! Thanks!

23. Mystery Tweeter Methodology
Step
1:
Set
up
the
Message
Step
2:
Post
the
message
Step
3:
Wait
the
Response

24. Is Anyone Going To Respond?
24

25. Response Rates
23 institutions
did not respond on
either platforms!
57 institutions
responded at least
on one platform!
!
n=80 Institutions!
29%!
71%!
No Response!
Response !

26. Facebook Response Rate
n=80 Institutions!
40%!
42%!
14%!
4%!
No Response"
Responded within
24 hours"
Responded within
5 business days"
Responded with
10 buseinss days"

27. Twi;er Response Rate
60%!
37%!
3%!
No Response"
Responded within
24 hours"
Responded within
5 business days"
n=80 Institutions!

28. US InsHtuHons’ Response
16 institutions
did not respond on
either platforms!
34 institutions
responded at least
on one platform!
n=50 Institutions!
32%!
68%!
No Response! Response!

29. US InsHtuHons’ Response
64%!
32%!
4%!
44%!
32%!
18%!
6%!
n=50 Institutions!

30. 60%!
40%!
Canadian InsHtuHons’ Response
53%!
47%!
n=15 Institutions!

31. New Zealand InsHtuHons’ Response
20%!
60%!
20%!
80%!
20%!
n=5 Institutions!

32. 30%!
70%!
10%!
80%!
10%!
Australian InsHtuHons’ Response
n=10 Institutions!

33. 22.15"
4.58"
2.04"
0!
5!
10!
15!
20!
25!
US" Canada" New Zealand & Australia"
Ave Response Time / Region (hrs)
n=80 Institutions!

34. Ave Response Time / plagorm (hrs)
11.18"
4.22"
0.00"
2.00"
4.00"
6.00"
8.00"
10.00"
12.00"
Facebook" Twitter"
n=80 Institutions!

35. Social Media Exemplary InsHtuHons
Massey University,
New Zealand!
University of Melbourne,
Australia!
Simon Fraser University,
Canada!
University of
Winnipeg, Canada
Case Western
Reserve
University, US!
University of
Illinois – Urbana
Champaign, US
Fontbonne
University, US
"

36. Massey University, New Zealand
Link to Massey International,
nice pictures!
@masseyIntOffice + smiley
face, Massey International
contacted us in 5 minutes
and asked for concentration.
Followed us.!
Response Time: < 1 hour!
Noticed BOTH Posts !

37. University of Melbourne, Australia
Separate Links to Courses,
international student, study
abroad!
"
Personal and friendly response:
“I've just commented on your
Facebook post with information
for future international students.
Thanks, Jessica”!
Response Time: < 1 hour!
Noticed BOTH Posts !

38. Simon Fraser University, Canada
Link
to
both
interna=onal
student
and
study
abroad
info,
adorable
pictures
Confirmed
with
us
whether
we
are
an
interna=onal
student
or
planning
to
study
abroad

39. University of Winnipeg, Canada
Separate
links
for
programs,
tui=on
fee,
housing,
admission
office,
more
info;
special
design
for
Chinese,
Koran,
Japanese,
Brazilian,
Indian
and
other
interna=onal
students
Very
personal
and
friendly
response:
“Hi,
I've
replied
to
your
message
on
FB.
We
look
forward
to
hearing
from
you.
:)”
Noticed BOTH Posts !

40. Case Western Reserve University, US
Link
to
Interna=onal
Student,
Conversa=on,
Men=oned
our
post
on
TwiPer
Link
to
interna=onal
admission,
@CWRUAdmission
Response time: < 2 hours!
Noticed BOTH Posts !

41. Univ. of Illinois–Urbana Champaign, US
Response Hme: <
4
hours
Link
to
study
abroad,
picture
Helps
us;
@IL
Interna=onal;
Link
to
interna=onal
admission

42. Fontbonne University, US
Response Hme: <
4
hours
Link
to
Interna=onal
educa=on
and
study
abroad,
nice
picture
Link
to
interna=onal
student
and
study
abroad,
favorited
our
tweet

43. You Work Too Hard To Lose Inquiries
43
Test
your
capacity
to
respond

44. You Work Too Hard To Lose Inquiries
44
Jus=fy
your
budget
to
build
capacity

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

46. Digital Content MarkeHng Tools
46

47. 2 Days"
EMAIL
1
1 Week"
EMAIL
2
EMAIL
3
2 Weeks"
EMAIL
4
1 Month"
Prospect"
CONTACT FORM
Digital MarkeHng AutomaHon
What is an inquiry worth?