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EducationUSA Forum, Washington, DCJune 29, 2012
Evelyn Levinson, Director of International Admissions, American University, Washington, DC
IEM is a focused strategy on the successful recruitment, admission,
advising, enrollment, retention and re-entry of international students
translated into an operational plan. It provides data-based direction on where
to focus campus-wide resources to ensure that institutional goals are met.
Integrated Enrollment Management Strategy from Recruitment to Re-Entry:
American University’s Collaborative Model
• IEM planning & strategy discussions www.nafsa.org/IEM• International Admissions (IA), ISSS, Alumni Office (AO), Education
Abroad (EA) collaborate • IA/ISSS co-train & co-host campus +
local outreach events• Students visit former schools
during vacations• IA/ISSS identify presenters for
DVCs, EducationUSA admissions events , fairs, & PDOs.
• IA/AO co-host campus & overseasrecruitment events
• Facebook & Calling campaigns + follow up• Overseas admission & conversion events with
parents, alumni, study abroad students• ISSS staff & int’l student volunteers join IA at campus
open house events• Summer send off events• Passing the communication
baton from IA to ISSS afterdeposits.
• Student to student summer outreach• ISSS summer communication w/deposited students• IA/ISSS track status
from deposit to arrival. * IA identifies VIP &
Legacy new families for AO
* IA/AO/ISSS plan Welcome Week event for int’l families
• IA recommends new students to get involved with ISSS programs
• ISSS and IA jointly host orientation week events• Joint monitoring of
student GPAs • Data analysis shared• IA shares feedback
from parents overseas• IA/ISSS = mentors for
future alumni
• IA, AO, President’s Office, ISSS co-host Commencement Week congrats reception for new int’l graduates & parents
• IA + ISSS empower new alumni w/resources on admissions & campus life) for transition home
• Connect alumni w/EducationUSA centers and schools back home
• Connect new alumni with theirhome country alumni network
• Invite new alumni to help at fairs, dinners, recruitment, and conversion outreach events
• Share new alumni successes (Graduation, internships, 1st job, awards, recognitions) with
AO, former counselors, EducationUSA centers, home country alumni.
Brainstorming….
What are your opportunities to Connect, Communicate and Collaborate for a successful recruitment to re-entry international enrollment management strategy?
What do you need to do to develop an IEM plan that integrates Recruitment, Retention and Reentry
to reflect your institution’s vision, strengths, resources, & goals?
1. You have just been hired by an institution of higher learning to increase the number of international student attendees. You’re not sure of exact goals, resources, or campus allies, but your timeline is tight…..
2. You’ve been at your institution for a number of years and work with international students – perhaps in ISSS. However, you have not directly been involved in international marketing, recruitment, admissions, or enrollment management. You are noticing certain retention, academic or socialization trends among your international student population and need further input to advocate for new/expanded programming or other support services.
3. Your institution is new to internationalization and would like you to develop a comprehensive multi-year IEM plan to successfully integrate recruitment, retention and re-entry strategies.
4. You’ve been involved in recruiting/admissions for a while and are now looking at trends, retention and other indicators to help shape your institution’s future IEM directions.
CONNECT: Who are your current (C) or potential (P) partners?
C P C P
ISSS INTERNATIONAL ADMISSIONS
UNDERGRAD ADMISSIONS GRADUATE ADMISSIONS
CURRENT INTERNATIONALS INTERNATIONAL FAMILIES
ACADEMIC UNIT ADVISERS FACULTY
EDUCATION ABROAD STAFF REGISTRAR
FINANCIAL AID OFFICE ESL SERVICES
“DATA DIVAS” STUDENT SUPPORT SERVICES
STUDENT ACTIVITIES STAFF HOUSING
MARKETING/PUBLICATIONS DEANS, PROVOST, SIO’S
DEVELOPMENT/ALUMNI OFFICE
COMMUNITY PARTNERS
PROGRAM SPONSORS OTHER?
Home Country Partners:C P C P
EDUCATIONUSAFULBRIGHT COMMISSIONS
SECONDARY SCHOOL COUNSELORS
UNIVERSITY INTERNATIONAL OFFICES
ALUMNI/ALUMNI CHAPTERS
CURRENT INT’L PARENTS OTHER?
COMMUNICATE:International Admissions—what do you know
about your Alumni Office?
PHILOSOPHY/MISSION TIMELINES
ORG CHART AND STAFFING CURRENT INTERNATIONAL CHAPTERS
ACTIVITIES AND CALENDAR DEDICATED STAFFING FOR INT’L ALUMNI ?
DATA USED MUTUAL GOALS
RESOURCES OPPORTUNITIES FOR INT’L ALUMNI TO GET INVOLVED
TRAINING OPPORTUNITIES OTHER?
COMMUNICATE:Alumni Office – what do you know about your
International Admissions Office?
STRATEGIC GOALS TARGETED RECRUITMENT POPULATIONS
ORG CHART AND STAFFING WHEN AND WHERE TRAVELING
PROCESSES RESOURCES
DATA USED ADMISSION REQUIREMENTS
INCOMING STAR STUDENTS/WEAKER STUDENTS
HOW TO ACCESS INFORMATION ABOUT STUDENT RECORDS
HOW TO ACCESS INFORMATION ABOUT FAMILIES
ON-CAMPUS INTERNATIONAL VISITS AND EVENTS THAT ALUMNI OFFICE CAN HELP SUPPORT
International Admissions and Alumni Office —How can/do you communicate?
FACE TO FACE MEETINGS HEADS UP CALLS/EMAILS
DURING RECRUITMENT PHASE DURING ADMISSIONS/CONVERSION
DURING PRE-ARRIVAL TRANSITION
DURING INTERNATIONAL ORIENTATION
DURING RETENTION PHASE DURING GRADUATION AND REENTRY PHASE
AFTER INTL TRAVEL & MEETINGS WITH PARENTS & CURRENT ALUMNI
OTHER?
• Share information• Identify and establish mutual goals• Develop a coordinated and joint communication
plan between offices• Get to know new and current students and
families• Get to know your International Admissions and
Alumni colleagues• Be pro-active: Connect no matter what the
reporting lines and org chart say!
• Sandy Soohoo-Refaei, International Programs, Linfield College, [email protected]
• Evelyn Levinson, Office of Enrollment, American University, [email protected]
• Kristina Thompson, International Student Services, American University, [email protected]
• Heidi Gregori-Gahan, International Programs and Services, University of Southern Indiana, [email protected]
• Fanta Aw, Asst VP of Campus Life, Director of ISSS, American University, [email protected]
Resources
• www.nafsa.org/IEM• International Students: Strengthening a Critical Resource,
Maureen S. Andrade and Norman W. Evans• May 2012 NAFSA Conference, Houston – 3Rs of IEM seminar• February 2012 WES Workshop on Working with US & Foreign
Govt Sponsored Students + Building an Int’l Enrollment Plan• Nov 2011 MSACROA Conference, NJ – 3Rs of IEM session• June 21, 2011 NAFSA Webinar on International Student
Retention• June 17, 2011 WES Webinar on Recruitment in Middle East• May 2011 NAFSA Conference, Vancouver – 3Rs of IEM session
Resources
Office of Admission
Alumni as International Student Recruiters: Training Materials
___________________________________________
Karen N. Ohen Assistant Director of Undergraduate Admission
What is the Value in a Manual?_______________________________• Creates a roadmap for a successful recruitment plan.• Provides factual and updated information about the
University.• Increase exposure and knowledge about the University.• Builds a formal understanding that Alumni are the liaison
between the Office of Admission and prospective students.
What Should the Manual Include?_______________________________• University ‘s Mission and Vision Statement• Tagline• Members of the President’s Cabinet
• Introduction to the role of the Admission's Office and the significance of Alumni support with recruitment.
• Recruitment policies and protocol• Descriptions of different types of recruitment
activities.• Timeline• Presentation format
What Should the Manual Include?_______________________________• Facts and figures about the University• Admission details• Requirements• Deadline dates• Financial Aid Information
• Q and A section / Student interview questions
• University contacts• School Alma Mater• Any other significant information
relative to your institution
