Prevailing Trends: How to Engage International Students throughout the Enrollment Process
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Today the average student is applying to upwards of 10-12 schools. What can you do to stay connected with your applicants? Melissa King of CollegeWeek Live tackles this question and reveals survey learnings from over 2,500 admitted students.
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Prevailing Trends: How to Engage International Students throughout the Enrollment Process
- 1. Prevailing Trends: How To Engage International Students in Admissions Converge Consulting Webinar
- 2. Presenters Melissa King Vice President of Marketing Tiffanie Loeb Schneider International Student Advisor
- 3. Agenda Agenda • E-Expectations research with Ruffalo Noel Levitz – Prospective International Students • Eduventures Going International research – Admitted International Students • Concordia University, St. Paul international strategy • Major takeaways • Questions
- 4. What We Do – CollegeWeekLive Enable online, live, and interactive student engagement throughout the enrollment process
- 5. CollegeWeekLive Clients College and university clients Azusa Pacific University Ball State University Bath Spa University Bentley University Boston Architectural College Broward College Butler Community College Caldwell University Centennial College Christopher Newport University College of DuPage Columbia College Concordia University, St. Paul Cornell University CUNY, Baruch College Daemen College Durham College Eastern Illinois University Emory University School of Law Fashion Institute of Technology Florida International University Full Sail University Gannon University Hunter College Illinois College Illinois Institute of Technology Johnson & Wales University Kent State University Lakeland College Loyola Marymount University Manhattanville College Marshall University Miami Dade College Miami University of Ohio Middlesex University New York University North Carolina State University North Dakota State University Northeastern University Nova Southeastern University Oregon State University Otero Junior College Pace University Roger Williams University Sam Houston State University Southern Illinois University Edwardsville St. Thomas University St. Cloud State University Suffolk University Syracuse University Texas Tech University United States Naval Academy University of Akron The University of Arizona University of British Columbia University of California, Davis University of Colorado, Denver University of Florida University of Houston University of Idaho University of Illinois at Chicago University of Louisville University of Michigan, Flint University of Nevada, Reno University of Notre Dame University of Rochester University of San Diego University of Sydney University of Tampa University of Texas, Arlington University of Vermont University of Wisconsin-Stout Utah State University Valencia College Virginia Tech Washington State University West Chester University West Virginia University William Peace University …and more…
- 7. Survey Results 3rd annual International E-Expectations Survey • In cooperation with Ruffalo Noel-Levitz • 2700+ student respondents • Representing 164 countries • 47% seeking undergraduate studies, 53% seeking graduate studies
- 8. Global Representation 2714 respondents from 160 countries Top countries of origin 31% 7%3% 2% 15% Undergraduate Students Senior Junior Sophomore Freshman Transfer 17% 23% Graduate Students Currently in college Not in college Regional Breakdown
- 9. Poll Questions 1. Which of the following factors most influenced undergraduate students’ decisions to attend a college/university outside of their home country? 2. What do students see as the biggest obstacle to study outside their home country? 3. What percentage of international students have looked at a college/university website on a mobile device?
- 11. Motivations for Studying Abroad 59% 21% 19% 16% 12% 0% 20% 40% 60% 80% 100% Interested in a particular college/university Private scholarship offered Government funding Interested in studying with a particular professor No higher education opportunities in home country Graduate Students 62% 24% 17% 14% 13% 0% 20% 40% 60% 80% 100% Interested in a particular college/university Currently attending an internation high school Private scholarship offered Government funding No higher education opportunities in home country Undergraduate Students
- 12. 70+% will apply to 3 or more schools! # of Applications Undergraduate Graduate 1 to 2 17% 19% 3 to 5 46% 47% 6 to 10 19% 16% 11 to 15 5% 3% More than 15 3% 4% Unknown 10% 11%
- 13. Top Concerns for Studying Abroad 77% 38% 24% 23% 18% 0% 20% 40% 60% 80% 100% Financial requirements Visa requirements Safety in surrounding area Safety on campus Language barrier Graduate Students 77% 31% 28% 27% 26% 0% 20% 40% 60% 80% 100% Financial requirements No friends or family nearby Visa requirements Safety in surrounding area Safety on campus Undergraduate Students After money – main concern for prospective undergraduates – friends & family nearby Prospective graduate students most concerned about the visa requirements (after money)
- 14. Top 6 Most Influential Resources How international student-friendly is your website? 4.22 4.12 3.89 3.56 3.4 3.1 1 2 3 4 5 College website College rankings College search websites College brochures College social media posts EducationUSA office Undergraduate Students 4.32 4.26 3.93 3.67 3.49 3.31 1 2 3 4 5 College website College rankings College search websites College brochures College social media posts EducationUSA office Graduate Students Very influential Not at all influential Very influential Not at all influential
- 15. View college websites on a mobile device Google mobile-friendly website checker: https://www.google.com/webmasters/tools/mobile-friendly/ 69% 31% Graduate Students Yes No 78% 22% Undergraduate Students Yes No NB: Access the web most often from desktop/laptop (57%), but 38% use mobile most (up from 17% 2 years ago) NB: 61% of grad prospects use desktop/laptop most, 35% use mobile most (up from 28% in 2014)
- 16. Top 5 Viewed Content Areas On College Websites The bottom 3 areas for both undergrad & grad prospects (under 25%): Calendar of Events, Athletic programs, and Campus Visit Details 89% 87% 87% 69% 62% Academic program listing/majors Cost Financial aid Enrollment/admissions info Applications 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Undergraduate Students 89% 88% 82% 70% 68% Academic program listing/majors Financial aid Cost International student services Enrollment/admissions info 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Graduate Students
- 17. Importance of Communication Throughout the Recruitment Process 4.23 4.3 4.77 4.23 4.39 4.4 4.4 4.35 1 2 3 4 5 Before applying During the application process (2015 only) After getting accepted After deciding to enroll (during orientation) Undergraduate Students Graduate Students Very important Not at all important
- 18. Top Areas of Support Needed During the Enrollment Process 73% 51% 47% 47% 43% 41% 0% 20% 40% 60% 80% 100% Financial Decisions Writing an application essay Deciding where to apply Applying for a visa Researching colleges Moving to campus Undergraduate Students 72% 58% 55% 49% 48% 44% 0% 20% 40% 60% 80% 100% Financial Decisions Applying for a visa Researching colleges Writing an application essay Deciding where to apply English language prep Graduate Students
- 19. Very influential Not at all influential Online Interactions Influencing Where Students Apply 4.09 3.98 3.61 3.56 3.54 3.53 3.4 3.35 4.19 4.07 3.67 3.74 3.56 3.52 3.54 3.48 1 1.5 2 2.5 3 3.5 4 4.5 5 Meet with admissions representative Meet with college representative College video presentation Meet with school counselor Virtual open house Virtual campus tour Meet with independent counselor/agent Virtual college fair Undergraduate Students Graduate Students Influential Somewhat influential Not very influential
- 20. With who do students most want to interact? 62% 56% 52% 50% 45% 45% 54% 59% 66% 66% 74% 74% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Alumni Current international student Professors ISS representative Admissions representative Financial aid representative Graduate Students In-person Virtual 56% 53% 47% 44% 38% 36% 59% 61% 68% 70% 79% 81% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Alumni Current international student ISS representative Professors Financial aid representative Admissions representative Undergraduate Students In-person Virtual
- 21. Plans to Visit Campus 10% 12% 20% 58% 16% 31% 26% 26% 0% 20% 40% 60% 80% 100% All schools I am considering My top schools One or two schools No plans to visit Graduate Students Befor Applying After Accepted 9% 12% 20% 59% 15% 30% 25% 30% 0% 20% 40% 60% 80% 100% All schools I am considering My top schools One or two schools No plans to visit Undergraduate Students Before Applying After Accepted
- 22. Parents Influence on Student’s Decision Prospective undergrads are increasingly more dependent on parents on their decisions! 61% 37% 2% 58% 40% 2% 56% 42% 2% 0% 10% 20% 30% 40% 50% 60% 70% Joint decision with parents Student makes the decision Parents make the decision Undergraduate Students 2013 2014 2015 52% 47% 1% 50% 49% 1% 0% 10% 20% 30% 40% 50% 60% Student makes the decision Joint decision with parents Parents make the decision Graduate Students 2014 2015
- 23. Top 5 Preferred Communication Channels FYI: lowest rated is texting, but growing fast! 4.48 4.2 3.84 3.66 3.62 1 2 3 4 5 Send an email Meet reps at in- person college fairs Instant messaging (live chat) Meet reps at virtual college fairs Live interaction during a video presentation Undergraduate Students 4.59 4.09 4.02 3.83 3.82 1 2 3 4 5 Send an email Meet reps at in- person college fairs Instant messaging (live chat) Live interaction during a video presentation Meet reps at virtual college fairs Graduate Students Very influential Not at all influential Very influential Not at all influential
- 24. Interest in Virtual Contact with Colleges 21% 59% 19% 23% 61% 15% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Yes, and have met virtually Yes, but haven't had an opportunity Not interested in meeting virtually Interest in Virtual Meetings Undergraduate Graduate 80% of international undergrads & 84% of grads want virtual meetings with you!
- 25. Eduventures Going International: Key findings from international students admitted to U.S. institutions
- 26. Reasons for not enrolling in US university in fall 2015 23% of students didn’t know enough about the university to enroll 65% 33% 23% 16% 9% 9% 7% 5% I cannot afford it I might attend one in another year, just not this fall I didn't know enough about the universities where I was accepted to make a good decision Too far from my home country I'm concerned about fitting into the culture My family didn't want me to leave my country I'm concerend that language would be a barrier to my learning The universities where I was accepted didn't have strong reputation
- 27. Visited campus before decision to enroll in current institution 56% of students didn’t visit the institution they ultimately enrolled in Alternative ways students examined their school from a distance: • 7.0 average social media visits • 4.4 visits to online college sites 56% 26% 15% 4% No, I did not visit in person or virtually Yes, virtually Yes, in person I do not recall
- 28. Concordia University, St. Paul
- 29. Concordia University St. Paul A Comprehensive Private University in an Urban Setting About CSP • Comprehensive Christian liberal arts university, one of 10 affiliated with The Lutheran Church-Missouri Synod. • 4,380 students, 3% international (top senders: Saudi Arabia, South Korean, China) • Programs of note: Business, Education About International Admissions • Recruit for undergraduate, and graduate; manage undergrad applications • Recruitment strategies include domestic travel, agents in addition to online tools • Part of larger Office of Enrollment Management
- 30. Enrollment Concordia University, St. Paul has doubled in size since 2005
- 31. International Student Growth 2013 hosted 4 international students by the end of 2015 there were 143
- 32. Concordia University, St. Paul Online Tools for Recruitment and Conversion ( = Planned Future Tools) Online Tool Lead Generation Prospect/Applicant Conversion Admit Conversion/ Yield Activities Facebook, Other Social Media CollegeWeekLive: Always On CollegeWeekLive: Int’l Fair Events Application Fee Waiver Events Mailchimp Campaigns Google Hangouts Skype Interviews CollegeWeekLive: Private Platform CollegeWeekLive: Private Events SnapChat/WeChat/Whatsapp
- 34. Online Platform
- 36. Founded in 1809, Miami University is a mid-sized public university located in the college town of Oxford, Ohio. Miami’s enrollment on the Oxford campus is 15,460 undergraduates and 2,260 graduate students. Included in these numbers are 1,670 international students from 77 different countries. Undergraduate students represent 85.5% of the international students that are enrolled. Miami’s Office of Admission processes over 5,000 international undergraduate applications each year. The Office of Admission is responsible for recruitment, application review and issuing initial I-20s for new international undergraduate-level students. Miami University Mid-sized public university
- 37. Tool: Traditional Lead Generation Applicant Conversion Yield Anti-Melt Fairs and HS Visits X X Receptions and Programs: Off- Campus X X On-Campus Visits X X X Counselor Events: On and Off-Campus X X Print: Recruitment and Admission Pieces X X X Search/Name Purchases X Email: Search, Comm Flow, Yield, Pre-Arrival X X X Miami University Offline tools for recruitment and conversion
- 38. Tool: On-Line Lead Generation Applicant Conversion Yield Anti-Melt Skype Calls: Group and Individual X X On-Line Profiles and Advertising X Virtual Fairs X X X X Social Media X X X CollegeWeekLive: HS Connect X X CollegeWeekLive: Int’l Open House X CollegeWeekLive: AlwaysON and Weekly Chats X X X CollegeWeekLive: Private Events X X Miami University Online tools for recruitment and conversion
- 39. Miami University Online tools for recruitment and conversion
- 40. Takeaways How do international students act? How can you respond accordingly? • Students remain flexible in terms of where they apply. • Institutional website content is the most important source for students. • Students view your site on their mobile phones. • Online interactions with institutions are important influencers as to where students apply. • Parents need to be considered in outreach strategies. • Don’t count on students visiting campus to win them over. • Students expect communication throughout the enrollment process.
- 41. Questions
- 42. Appendix
- 43. University of Colorado Denver A Comprehensive Public University in an Urban Setting About CU Denver • Medium-sized, comprehensive public university with health sciences specialization • 14,500 students, 8% international (top senders: India, Saudi Arabia, China) • Programs of note: ESL, Business, Engineering, Architecture, Arts & Media, Medical About International Admissions • Recruit for ESL, undergraduate, and graduate; manage undergrad applications • Recruitment strategies include travel, agents in addition to online tools • Part of larger Office of International Affairs
- 44. University of Colorado Denver Online Tools for Recruitment and Conversion Online Tool Lead Generation Prospect/Applicant Conversion Admit Conversion/ Yield Activities Facebook, Other Social Media CollegeWeekLive: Always On CollegeWeekLive: Int’l Fair Events SAT/TOEFL/GRE Name Purchases iOpinion iPad App OIA Messaging Platform Royall: Applicant Messages Application Fee Waiver Events ESL Skype Interviews CollegeWeekLive: HS Connect CollegeWeekLive: Private Events
- 45. Utah State University A Research University in a small, safe town About USU • Medium-sized, public university with a variety of high-quality academic programs • 18,000 students, decreasing international (top senders: China, Korea) • Programs of note: Business, Engineering, Agriculture About International Admissions • New initiative in Undergraduate Admissions to address declining population • Recruitment in Admissions—App review in Office of Global Engagement • Recruitment strategies include travel, new CRM and online tools
- 46. Utah State University Online Tools for Recruitment and Conversion Online Tool Lead Generation Prospect/Applicant Conversion Admit Conversion/Yield Activities Undergraduate Admissions Facebook, Ambassador staffed channels CollegeWeekLive: Always On CollegeWeekLive: All Access CollegeWeekLive: Int’l Fair Events CollegeWeekLive: HS Connect ACT/SAT Name Purchases Virtual meetings with EdUSA, schools
- 47. Sam Houston State University A Doctoral Research University in a Rural Setting About SHSU • Medium-sized, public university with a variety of high-quality academic programs • 20,180 students, 2% international (top senders: India &China) • Programs of note: Business, Criminal Justice, Agriculture, Medical Professions About International Programs • Recruit for ELI, undergraduate, and graduate • Applications managed by undergraduate and graduate admissions • Recruitment strategies include travel, agents, and online tools
- 48. Sam Houston State University Online Tools for Recruitment and Conversion Online Tool Lead Generation Prospect/Applicant Conversion Admit Conversion/Yield Activities Undergraduate Admissions Facebook, Other Social Media CollegeWeekLive: Always On CollegeWeekLive: All Access CollegeWeekLive: Int’l Fair Events CollegeWeekLive: HS Connect ACT/SAT Name Purchases Profile pages on recruting sites Graduate Admissions Facebook, Other Social Media CollegeWeekLive: Always On CollegeWeekLive: Int’l Fair Events GRE Name Purchases CollegeWeekLive: Private Events
- 49. Thank You!
Editor's Notes
- 3rd yr w RNL EduV s new
- Difference b/w undergrad (int’l hs) and grad (specific professor). Though drawn by particular school, they remain open.
- Financial far and away most important for both. Undergrad friends & fam and safety; visa and safety for grad
- Website most significant for both subsets…your site and ther sites. Where are your profiles?
- Google docking websites that aren’t mobile optimized. Can hurt search rankings. UNDERGRADUATE 2013 2014 2015 iPhone 29% 23% 34% Android mobile phone 22% 37% 41% Other mobile phone 35% 23% 12%
- Cost and Fin aid data…put it up front…they are looking for it
- expectations
- In-person – only two that ranked higher in influence than the top one’s online are: interactions with admissions representatives (4.29/4.27) and other college representatives (4.19/4.17) Campus tour was 3rd in person at 3.96 U/3.68 G
- Alumni & Current Students are most want to hear from on virtual side
- Parents are important
- Very few wouldn’t want to take advantage of the oppty to meet virtually.
- 53/47…47 did not enroll
- How do you reengage students on the road, what is your reengagement strategy?
- College Week Live International Fairs and discuss private events
- College Week Live International Fairs and discuss private events
- College Week Live International Fairs and discuss private events