This document summarizes a presentation on managing international students' expectations and preparation. It includes three main sections: 1. Cheryl DarrupBoychuck provides an overview of trends in international enrollment management and operates multiple domains promoting US campuses. 2. Matthew Beatty discusses customizing recruitment materials to accurately manage student expectations and addresses challenges in international communication. He gives Indiana University as an example that provides information on costs and career services. 3. Pamela Barrett recommends using student satisfaction data to improve communication with prospective international students and understanding their decision making process and factors influencing different markets.

1. Great Expectations: Managing International Students' Decisionmaking and Preparation Hand-outs for General Session 109
Chair: Pamela Barrett, pamela@bartoncarlyle.com / Pamela.Barrett@i-graduate.org Thursday, 30 May 2013 at 8am
Co-Presenter: Matthew R. Beatty, mrbeatty@iu.edu 2013 NAFSA Annual Conference
Co-Presenter: Cheryl DarrupBoychuck, cheryl@USjournal.com / cheryl@FundsV.com St. Louis, Missouri USA
Cheryl DarrupBoychuck: Overview of trends and techniques in International Enrollment Management
Cheryl operates 17 multi-lingual domains that promote U.S. campuses, and recently launched an online funds verification service.
GUILTY! A court rules on international recruiting. Nov 2012
http://www.notsoforeign.com/guilty-a-court-rules-on-international-student-recruiting/
Wealthiest US colleges suing students over default loans. 6 Feb 2013
http://rt.com/usa/us-colleges-suing-students-539/
College “sugar babies” date for cash. 26 Feb 2013
http://www.cnn.com/2013/02/26/living/students-sugar-daddy-relationships/index.html?hpt=hp_c2
Jobs, Value and Affirmative Action: A Survey of Parents About College, 20 Mar 2013
http://www.insidehighered.com/news/survey/jobs-value-and-affirmative-action-survey-parents-about-college
FirstNaukri.com and London Universities International Partnership help Indian students in UK find jobs at home, Apr 2013
http://www.firstnaukri.com/careers/luip/index.html
Canada’s immigration authorities launch a service that matches Canadian employers with skilled foreign graduates, Apr 2013
http://www.cic.gc.ca/english/hire/
Community college grads out-earn bachelor’s degree holders. 26 Feb 2013
http://money.cnn.com/2013/02/26/pf/college/community-college-earnings/index.html?iid=HP_LN
Case for blue-collar work: College no longer guarantees success. 19 Feb 2013
http://www.guardian.co.uk/commentisfree/2013/feb/19/college-no-longer-guarantees-success
Too Big to Know: Re-thinking knowledge now that the facts aren’t the facts, and the smartest person in the room… is the room.
http://www.TooBigToKnow.com/
Education’s investment metaphor misses the point. 26 Jan 2013
http://www.universityworldnews.com/article.php?story=2013012215371593
U.S. ‘ethical crisis’ over foreign recruitment. 28 Feb 2013
http://www.timeshighereducation.co.uk/news/us-ethical-crisis-over-foreign-recruitment/2001977.article
Internationalization has corrupted higher education, 24 Mar 2013
http://www.universityworldnews.com/article.php?story=20130123121736363
NAFSA’s Guide to International Student Recruitment, 2nd Edition, 2009
http://www.nafsa.org/interactive/core/orders/product.aspx?catid=5&prodid=187
Knowing What to Sell, When, and to Whom. Mar 2006
http://hbr.org/2006/03/knowing-what-to-sell-when-and-to-whom/ar/1
Robert S. McNamara and the Evolution of Modern Management. Dec 2010
http://hbr.org/2010/12/robert-s-mcnamara-and-the-evolution-of-modern-management/ar/1
Transparency Can Cut Costs, 11 Apr 2013
http://www.insidehighered.com/views/2013/04/11/essay-importance-transparency-cutting-college-costs
Students Shocked by Debt, 17 May 2012
http://amestrib.com/sections/news/ames-and-story-county/students-shocked-debt.html
Augustana College: No fancy words, no funny numbers. Mar 2013
http://www.augustana.edu/x55573.xml
Return on Education: Clark University. Mar 2013
http://www.clarku.edu/return-on-education/
A decade of declining admissions yields for US colleges. 19 Dec 2012
http://monitor.icef.com/2012/12/a-decade-of-declining-admissions-yields-for-us-colleges/

2. Funds Verification for International Education: Improving efficiency and integrity of the process. May 2013
https://www.FundsV.com/
To keep your customers, keep it simple, Apr 2013
http://www.executiveboard.com/exbd/marketing-communications/decision-simplicity/index.page
Ten Ways Data-Mining will Transform Higher Education, 16 Aug 2012
http://www.teachthought.com/trends/10-ways-data-mining-will-transform-higher-ed/
Today’s marketers use research like a drunkard uses a lamp post for support, rather than for illumination. -- David Ogilvy
http://www.brainyquote.com/quotes/authors/d/david_ogilvy.html#A587dhSqTrC1yzBv.99
An Avalanche is Coming: Higher Education and the Revolution Ahead. Mar 2013
http://www.ippr.org/images/media/files/publication/2013/03/avalanche-is-coming_Mar2013_10432.pdf
Pamela Barrett: Data-based recommendations for improving communications with prospective students
With 25 years of experience in international higher education, Pamela is a consultant and Director of North America for i-graduate.
There is a range of factors which confer competitive advantage to educational institutions. Understanding our students is essential in
today’s competitive environment. Using data from the world’s largest international student satisfaction survey (the International
Student Barometer, http://www.i-graduate.org/northamerica), we look at understanding how students decide, what factors and
channels are important to them in making these choices, and how satisfaction impacts on recommendation. We look at what the data
tell us about how these factors differ between markets, key market drivers, and what institutions can do to improve their
communications with prospective students.
We also need more than ever to understand the markets / countries and cultures from which our students originate and in which we
work. In addition to the standard journals, we recommend these resources:
http://www.eiu.com/ The Economist Intelligence Unit
http://www.worldbank.org/ World Bank Economic Outlook Data and Education Statistics
http://www.oecd.org/statistics/ Organization for Economic Cooperation and Development Statistics
http://www.unesco.org/new/en/education United Nations Education, Scientific, and Cultural Organization
http://www.zinch.com/ Zinch, with particularly useful material on China
http://www.obhe.ac.uk/ The Observatory on Borderless Higher Education
http://www.capgemini.com/wwr12 The Capgemini / RBC Global Wealth Report 2012
http://www.cgsnet.org/ Council of Graduate Schools
http://www.iie.org/atlas Institute of International Education (IIE)’s Project Atlas
http://www.iiebooks.org/stmoandinofh.html Student Mobility and the Internationalization of Higher Education
http://monitor.icef.com/ ICEF Monitor, offering market insight
http://www.reuters.com/ Reuters, which publishes interesting insights in global education
Matthew R. Beatty: Customizing recruitment and marketing content to manage expectations of international students
Matt manages international undergrad recruitment at the University of Minnesota, and chairs its International Recruitment Committee.
There are many demands on the staff members charged with managing international student enrollment, and in an IEM strategy, we
need to consider not just recruitment, but how to leverage marketing, promotion, admissions, student services, and academic programs
to meet the institution’s broader strategic goals. In this section we look at the real-world demands of an institution’s recruitment cycle
within the IEM context. In addition, we will discuss how to address communication challenges while effectively delivering accurate
information to better manage new student expectations.
1) Setting the institutional IEM (International Enrollment Management) context
2) Identify roadblocks and critical challenges when communicating with prospective international students
3) Unintended marketing consequences and samples of misleading advertisements
4) How Indiana University “manages these expectations” through recruitment and other promotional messages
o International student body
 https://istart.iu.edu/dashboard/
o Career services
 http://www.indiana.edu/~career/
o Estimated costs
 http://ois.indiana.edu/admissions/explore/costs.php
 http://ois.indiana.edu/about/is_fee.php
o Interactive application checklist
 http://sunapsis.iu.edu/