Nafsa13

Can Advanced Calculus provide the answer?

Process > Promotion

If you don’t know what’s important

to your students…

How do you know what’s important

to you?

…..How do you know what’s

important to you?

If you don’t know what’s important

to your students…

How do you know what’s important

to you?

…..How do you know what’s

important to you?…

Setting the context

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Increasing global competition for international students

Rising number of international undergraduates

Institutional enrollment goals

Creating a better prepared campus climate

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Integration challenges

Overreliance on delivery channels

Gap in recruitment and marketing content

Misleading information

Communication Roadblocks & Challenges

Examples

63

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.”

Goal: To create an overarching state-of-the-art student lifecycle communication strategy

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Provide clear, concise and friendly content

Evaluate metrics and mechanisms

Define outcome objectives

Differentiate communications

Leverage high-impact modes of delivery

Here’s what current students are saying…

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“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].”

Communication & coordination strategies

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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

Continuous improvement

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Goal: To communicate what matters, when it matters.

DifferentiateCommunications

• 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

Example: New student checklist

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“Gateway”

Transparent

Concise

Personal

Timely