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NACAC 2015 - Leveraging Mobile Trends to Drive International Student Enrollment

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Given narrowing admissions budgets, how are you prepared to recruit international students without traveling overseas? Interacting through technology is essential to any international recruitment strategy. Our survey of newly-enrolled international students revealed how they use technology throughout the admissions process. Click and learn how to leverage digital and mobile communication trends to scale international recruitment.

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NACAC 2015 - Leveraging Mobile Trends to Drive International Student Enrollment

  1. 1. E4. Leveraging Mobile Trends to Drive International Student Enrollment Presenters Rachel Balows, Associate Director of Admission and Communication, University of Denver, CO Corie Martin, Manager of Creative Web Services, Western Kentucky University, KY Alejandra Ruiz, Client Success Manager, TargetX, CA Andrew Wilson, Product Manager, TargetX, CA #intlsp #nacac15
  2. 2. Setting the Stage Trends in domestic and international enrollment Today’s Agenda Motivations & Challenges: Studying Abroad in the U.S. Impact of mobile technology on international student recruitment The Right Mix Recommendations to inform international recruitment strategies #intlsp
  3. 3. Why study in the United States? • Diversity and new perspective in the classroom • Money > International students make up only 4% of total student enrollment at U.S. institutions, but contribute $27 billion to the U.S. economy annually Source: What Matters to International Students?, Noel Levitz https://www.noellevitz.com/papers-research-higher-education/2008/what-matters-international-students Source: Press Release Open Doors 2014, Institute of International Education http://www.iie.org/Who-We-Are/News-and-Events/Press-Center/Press-Releases/2014/2014-11-17-Open-Doors-Data • Academic Quality • Major • Internships • Work study • Campus Culture • Athletics • Clubs/Organizations • Belonging What do international students bring? Setting the Stage #intlsp
  4. 4. Source: The Condition of Education 2014, National Center for Education Statistics http://nces.ed.gov/programs/coe/indicator_cpa.asp Domestic enrollment has remained flat over the last decade 37% 40% 42% Domestic Enrollment Trends #intlsp
  5. 5. 564,766 886,052 Source: Fast Facts Open Doors 2014, Institute of International Education http://www.iie.org/Research-and-Publications/Open-Doors/Data/Fast-Facts International Enrollment Trends International enrollment has steadily increased by 57% from 2005/06 to 2013/14 From just the previous year, total enrollment increased by 8% #intlsp
  6. 6. Source: Fast Facts Open Doors 2014, Institute of International Education http://www.iie.org/Research-and-Publications/Open-Doors/Data/Fast-Facts 329,854 370,724 Trends by Student Type Third year in a row that undergraduate enrollment outnumbers graduate enrollment #intlsp
  7. 7. Source: Fast Facts Open Doors 2014, Institute of International Education http://www.iie.org/Research-and-Publications/Open-Doors/Data/Fast-Facts South Korea Top Four Places of Origin China IndiaSaudi Arabia Represents 56% of total enrolled international students #intlsp
  8. 8. Setting the Stage Trends in domestic and international enrollment Today’s Agenda Motivations & Challenges: Studying Abroad in the U.S. Impact of mobile technology on international student recruitment The Right Mix Recommendations to inform international recruitment strategies #intlsp
  9. 9. 49% male 70% undergrads 11% Middle East 20% India 20% Asia (rest of) 20% China Survey Demographics #intlsp
  10. 10. 28% 22% 12% 11% 9% 6% 4% 3% 2% 2% 0% 10% 20% 30% 40% Other Particular university No career opportunities in home country International high school in another country International high school in home country Funding from university scholarship Funding from home country No higher ed opportunities in home country Funding from United States Particular professor What was the main reason you decided to study abroad? Reason to Study Abroad #intlsp
  11. 11. “Always wanted to study abroad” “Better education system and a chance for a better future” “The educational quality in the USA is better than it is in my home country” “To experience another country and its culture, and enlarge my horizon” “Want to gain more life experience” Other Motivations #intlsp
  12. 12. 32% 15% 14% 12% 10% 8% 4% 3% 2% 0% 10% 20% 30% 40% Funding Distance from family/friends Language barrier Cultural differences Making new friends Campus fit Other Safety in surrounding area Safety on campus Concern Study Abroad What was your main concern studying abroad?#intlsp
  13. 13. 22% 17% 13% 11% 11% 9% 7% 6% 3% 2% 0% 10% 20% 30% Standardized tests (undergrad) Securing funding Writing application essay Applying for visa Completing the application English language test Standardized tests (graduate) Communicating with admissions Other Making travel arrangements What was the main challenge during the admissions process? Challenge During Admissions Process #intlsp
  14. 14. 3% 8% 39% 35% 16% 0% 25% 50% 75% 100% Completely Prepared Very Prepared Moderately Prepared Slightly Prepared Not At All Prepared How prepared did you feel for studying abroad? Prepared Studying Abroad #intlsp
  15. 15. How many universities did you apply to in the United States? How many universities did you apply to in other countries (not United States)? -100% -50% 0% 50% 100% InstitutionsApplied United States Institutions Other Country Institutions 18% 20% 23% 15% 10% 14% 81% 11% 5% 2% 1% 1% Institutions Applied To #intlsp
  16. 16. Yes 46% No 54% Did you visit campus at a university in the United States? How satisfied were you with your campus visit? (of those who answered yes) 5% 95% 0% 25% 50% 75% 100% Campus Visits #intlsp
  17. 17. Who did you communicate with during the admissions process? (select all that apply) 11% 13% 26% 31% 42% 71% 0% 25% 50% 75% 100% 0 1 2 3 4 5 6 7 Want to Communicate With #intlsp
  18. 18. 84% 6% 4% 2% 2% 1% 1% 1% 0% 25% 50% 75% 100% Email Phone Call In Person Live Chat Mail Messaging App Text Video Chat What was your preferred way to communicate with college admissions? Preferred Communication Channel #intlsp
  19. 19. Yes 95% No 5% 54% 42% 3% 0% 15% 30% 45% 60% Do you own a mobile smartphone (iPhone, Android)? Which mobile smartphone do you own? Smartphone Usage #intlsp
  20. 20. 69% 60% 48% 18% 10% 9% 8% 8% 4% 2% 0% 20% 40% 60% 80% Visited university website Download university app Viewed university social media Taken virtual campus tour Submitted college application Texted college admissions Messaging app with college admissions Scheduled campus visit Live chat with college admissions Video chat with college admissions On your mobile smartphone, which of the following have you done? (select all that apply) Includes only those who own mobile smartphone Mobile Activity #intlsp
  21. 21. On your mobile smartphone, have you used any of the following messaging apps? (select all that apply) Includes only those who own mobile smartphone 67% 13% 13% 6% 2% 1% 1% 0% 20% 40% 60% 80% WhatsApp Yik Yak Other GroupMe Whisper FireChat Secret Other Apps: WeChat = 6% Viber = 4% FB Messenger = 3% Line = 2% Messaging App Usage #intlsp
  22. 22. Yes 86% No 14% Are you currently enrolled at a university in the United States? Has your college experience met your expectations? (of those who answered yes) 17% 83% 0% 20% 40% 60% 80% 100% Did Not Meet Expectations Met Expectations Are You Enrolled? #intlsp
  23. 23. 33% 25% 20% 7% 6% 3% 2% 2% 1% 0% 10% 20% 30% 40% Limited personal funding Other Limited funding from US gov't Enrolled at university in home country Enrolled at university in other country Limited funding from home country gov't Not prepared to leave home, family, friends Increased at-home responsibilities Went into workforce What was the main reason you did not enroll at a university in the United States? (of those who answered no) Reason Not Enrolled #intlsp
  24. 24. Setting the Stage Trends in domestic and international enrollment Today’s Agenda Motivations & Challenges: Studying Abroad in the U.S. Impact of mobile technology on international student recruitment The Right Mix Recommendations to inform international recruitment strategies #intlsp
  25. 25. Offer scholarships specific to international students Focus on career placement and show a proven track record with alumni from your strongest degree programs Highlight internship opportunities, work-study programs and experiential learning resources Make sure relevant information is easy to find (website, mobile, search, etc.) Institutional Attractiveness #intlsp
  26. 26. Analyze website analytics to determine the origins of international traffic Examine inquiry and applicant trend data to identify international hot spots and program areas of interest Design a mobile strategy to correspond with usage patterns of students from different regions Close the distance by replacing in-person experiences with social/mobile tools to make students feel more connected to your institution Mobile Preparedness #intlsp
  27. 27. Demonstrate a commitment to international diversity and inclusiveness through institution-wide programs Promote campus clubs, organizations and volunteer opportunities Stress student services and a caring environment (ie mentorships, advising) Connect current students to prospective students with similar backgrounds to ease anxiety about transition The Intangibles #intlsp
  28. 28. andrew@target.com @targetx Questions? CONTACT US! Thank You #intlsp alejandra@targetx.com @targetx corie.martin@wku.edu @coriemartin rachel.balows@du.edu @rbalows

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