The document discusses communication challenges and opportunities related to international student recruitment and experience. It notes the increasing competition for international students, integration challenges, and gaps in recruitment marketing. Examples are provided of potentially misleading international student communications. The document proposes creating a state-of-the-art student lifecycle communication strategy to provide clear, concise content and evaluate metrics. It discusses communication and coordination strategies related to the application process, employment, costs, and student profiles. The goal is to communicate important information to students throughout their experience in a differentiated way.

21. Can Advanced Calculus provide the answer?

27. Process >Promotion

36. If you don’t know
what’s important
to your
students…

37. How do you know
what’s important
to you?
…..How do you
know what’s
important
to you?

58. If you don’t know
what’s important
to your
students…

59. How do you know
what’s important
to you?
…..How do you
know what’s
important
to you?…

61. Setting the context
61
 Increasing global
competition for
international students
 Rising number of
international
undergraduates
 Institutional enrollment
goals
 Creating a better
prepared campus climate

62. 62
 Integration
challenges
 Overreliance on
delivery channels
 Gap in recruitment
and marketing
content
 Misleading
information
Communication Roadblocks & Challenges

63. Examples
63

64. When is college marketing false advertising?
64
“International students earn,
on average $1,500 during
the academic year. This
employment provides
student with sufficient funds
to pay for books and pocket
money for the academic
year.”
“As a globally
diverse campus,
College USA’s
student body is
rich in cultural
fabric from 48
states and 45
countries.”

65. Goal: To create an overarching state-of-the-art student
lifecycle communication strategy
65
 Provide clear, concise
and friendly content
 Evaluate metrics and
mechanisms
 Define outcome
objectives
 Differentiate
communications
 Leverage high-impact
modes of delivery

66. Here’s what current students are saying…
66
“Calculate your expenses
carefully because the reality of
moving to a new country and
living here costs more than
one anticipates.”
“There are too many
students from my home
country here.”
“Orientation was
helpful but I wish
there was more
information on
class mechanisms,
grading…and how
the University
works.”
“There should
be more help
to applicants
with their
application.”
“Please don’t fool
international incoming
freshmen. They should
know the risks of not
getting a job or job
training while in college
here.”
“I really hope the
school have a
small
pamphlet…telling
students what
should they do
and what is
important [sic].”

67. Communication & coordination strategies
67
Strategies
Application
Process
• Increased transparency in the application process
• Automated responses to students once documents are
received
• Established critical decision “gateways” for applicants
Employment and
Job training
• Clarified talking points for admission counselors
• Developing a series of seminars for new students
• Collaborating with Career Service offices
Cost of living • Provided a clear break-down of expenses on OIS website
• Included cost of living material in print publications
Student
Enrollment Profile
• Offered international enrollment data on the OIS website

68. Continuous improvement
68
Goal: To communicate what matters, when it matters.
Differentiate
Communications
• Creating an asset library to capture market intelligence
• Redesigning website be more internationally friendly
• Developing a Social Media Plan for target markets
• Promoting current student blogs
Campus coordination • Collecting relevant communication data
• Sharing new student experiences
• Educating campus partners
• Coordinating university-wide promotional material

69. Example: New student checklist
69
“Gateway”
Transparent
Concise
Personal
Timely