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Measuring Return on Investment in International Student Recruitment
NAFSA Annual Conference, GS142, 3 June 2010 1
Measuring Return on Investment
in International Student Recruitment
Rahul Choudaha, World Education ServicesCheryl Darrup-Boychuck, USjournal.com, LLCRandall W. Martin, British Columbia Council for International Education
http://www.USjournal.com/en/educators/erecruit/10/ROI.xls
Return on Investment (ROI) = (Revenue-Investment)Investment
ROI (%)
0000Number of students recruited
$0$0$0$0Revenue (Net annual tuition/Student)
$0$0$0$0Revenue (Annual)
$0$0$0$0Advertising
$0$0$0$0Commissions / Marketing Fee
$0$0$0$0Registration Fee
$0$0$0$0Travel (Flight, accommodation, food)
$0$0$0$0Investment (Annual)
OtherAgentsOnline
PromotionInternational
FairRecruitment Channel Presenters
Rahul Choudaha, World Education Services
Cheryl Darrup-Boychuck,USjournal.com, LLC
Randall W. Martin, British Columbia Council
for International Education
Measuring Return on Investment in International Student Recruitment
NAFSA Annual Conference, GS142, 3 June 2010 2
Learning Objectives
• Measure the results of a promotional campaign designed to recruit international students
• Learn how other campuses measuretheir results
• Identify trends in measuring ROI in international student recruitment
-------------------------------------------------------------------------------------------Generating inquiries * Generating ideas * [email protected]
Brief History of International Student Recruitment
• Then: No need for metrics
• Now: “Show me the numbers”
• Soon: Culture of Evidence will prevail
-------------------------------------------------------------------------------------------Generating inquiries * Generating ideas * [email protected]
International Enrollment Management
• Nurture connections on campus
• Target particular countries and language markets
• Manage limited resources
• Take a deliberate and intentional approach
• ROI metrics potentiate IEM
-------------------------------------------------------------------------------------------Generating inquiries * Generating ideas * [email protected]
Measuring Return on Investment in International Student Recruitment
NAFSA Annual Conference, GS142, 3 June 2010 3
• Some intangible aspects are not measurable • Difficulty in defining the scope• Complicated process• Raises expectations• Overlap of activities to isolate the effect
Challenges in Measuring ROIChallenges in Measuring ROI
9© 2009 World Education Services, Inc. All rights reserved.
But somebody measuredBut somebody measured……
10© 2009 World Education Services, Inc. All rights reserved.
Measuring ROI is Measuring ROI is notnot perfect scienceperfect science
√ HappinessX Height
“A set of observations that reduce uncertainty where the result is expressed as a quantity.”
Douglas W. Hubbard (2007) How to Measure Anything Brand Rank Brand value ($millions) Revenue Rank Revenue
($millions)
Coca-Cola 1 68,734 259 31,944
Shell 92 458,361 1 3,228
Measuring Brand ValueMeasuring Brand Value
12© 2009 World Education Services, Inc. All rights reserved.
All figures are for 2009
Measuring Return on Investment in International Student Recruitment
NAFSA Annual Conference, GS142, 3 June 2010 4
13© 2009 World Education Services, Inc. All rights reserved.
Source: www.InterBrand.com
• Exposure: – To what degree has the campaign created exposure to
your content and message?
• Engagement: – Who is interacting or engaging with your content? How
and where?
• Influence: – To what extent have exposure and engagement
influenced the attitudes of the target audience?
• Action: – As a result of the social media effort, what actions—if
any—has the target audience taken?
Social Media Communication ModelSocial Media Communication Model
14© 2009 World Education Services, Inc. All rights reserved.
Don Bartholomew (2009) Social Media ROI: Separating myth from methodologyhttp://www.iabc.com/cwb/archive/2009/1009/Bartholomew.htm
15© 2009 World Education Services, Inc. All rights reserved.
performance and ROI
consistently and diligently
scope and parameters
SummarySummary
16© 2009 World Education Services, Inc. All rights reserved.
Measure
Improve
Define
“It is better to be vaguely right than precisely wrong.”Sunil Gupta & Donlad R. Lehmann in Managing Customers as Investments (2005)
Measuring Return on Investment in International Student Recruitment
NAFSA Annual Conference, GS142, 3 June 2010 5
How Institutional ROI Expectations Compare with those of Larger Jurisdictions
Abstracts and IntangiblesDifferent Vantage Points
* from the street level* from the bird’s eye
Streamlining efforts: Collaboration vs. Individual Efforts
In praise of intangiblesAssessing benefits
Abstracts and Intangibles
ROI assessments are made by everyone: students, offices, institutions, the state, society at large
The forest and the trees - the closer you are to the action, the more attention you pay to the details
Immediacy of institutional analysis and expectations
Less immediacy and longer term from the state
Different Vantages:Street-level ROI
Investment in education is experienced differently by students, educators and institutions, governments and society at large
There are important reasons that front line offices and institutions need to care about ROI
They have concrete and immediate rationale, concerns and risks
Another Vantage:A Bird’s Eye View
The state also cares about ROI
More abstract and longer term rationale
Concerns and risks both immediate and longer term
Measuring Return on Investment in International Student Recruitment
NAFSA Annual Conference, GS142, 3 June 2010 6
Streamlining Efforts
Governments tend to want to ‘collectivize’ efforts
Institutions tend to want to ‘individualize’ efforts
Why listen to the state?
In praise of intangibles
Intangibles are fundamental …More and better access at home and abroad Larger supply of pooled resources Complements market intelligence Consolidates the sectorMore global impact
Assessing Benefits
The state will push its agenda.The institution will push its agenda.
And so …
How to assess the benefits of the investment?What factors to use?How to assess the benefits of collaboration?
And so …
• http://www.nafsa.org/MRforums
• Rahul Choudaha, [email protected]
• Cheryl Darrup-Boychuck, [email protected]
• Randall W. Martin, [email protected]
Questions and Answers / Share your Case Studies / Continue the Conversation
Measuring Return on Investment in International Student Recruitment
NAFSA Annual Conference, GS142, 3 June 2010 7
• NAFSA’s Guide to International Student Recruitment, 2nd Edition, Chapter 3.5: “Measuring Results”http://www.nafsa.org/interactive/core/orders/product.aspx?catid=5&prodid=187
• NACAC (National Association of College Admissions Counselors), creators of the annual State of Admissions: http://www.nacacnet.org/
• Interbrand Corporation: Global Branding Consultancy and Research Firm: http://www.interbrand.com/
• The BrandBuider Blog: http://thebrandbuilder.wordpress.com/
Additional Resources• Don Bartholomew (2009) Social Media ROI:
Separating Myth from Methodology http://www.iabc.com/cwb/archive/2009/1009/Bartholomew.htm
• Lawrence A. Crosby (2009, May/June). Getting Serious About Marketing ROI, Marketing Management, 18(3), pp. 10-11.http://www.marketingpower.com/
• James Lenskold (2003). Marketing ROI: The Path to Campaign, Customer, and Corporate Profitability. McGraw-Hill.http://www.mhprofessional.com/product.php?search_crawl=true&isbn=0071413634
Additional Resources (cont)
• OECD Education and Economic Indicators http://www.oecd.org/document/30/0,3343,en_2649_39263238_39251550_1_1_1_1,00.html#summary
• Economic Impact of International Education in Canada (Kunin Report)http://www.international.gc.ca/education/assets/pdfs/RKA_IntEd_Report_eng.pdf
• Branding a Country - Canada Brand Managementhttp://imagine.cmec.ca/en/
• Best Practices on Managing the Delivery of Canadian Education Marketing (Guhr Report)http://www.international.gc.ca/education/practices-pratiques.aspx?lang=eng
Additional Resources (cont)