Live Where Your Audiences Live: Engaging Students Virtually Throughout the Enrollment Cycle

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Increasingly students overseas, who likely wont visit a campus before enrolling, go online to research the various college & university options available. How are you engaging prospective international students online? Are you missing opportunities to reach students where they spend their time? Hear from colleagues who make virtual engagement with international students a priority throughout the admissions process, as well the latest research on the behavior and expectations of international students. Learn about how virtual online fairs are only the beginning of how colleges and universities can interact with students online.

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  • 1. Live Where Your Audiences Live: Engaging Students Virtually Throughout the Enrollment Cycle
  • 2. Live Where Your Audiences Live: Engaging Students Virtually Throughout the Enrollment Cycle Marty Bennett Manager of International Partnerships, CollegeWeekLive Brittany Wright School of Engineering & Applied Sciences, GWU Erica Lutes Executive Director, Fulbright Belgium Europe & Eurasia Regional ForumTbilisi, Georgia, September 22-24, 2014
  • 3. Marty Bennett Manager of International Partnerships, CollegeWeekLive @CWLIntl @martybennett Europe & Eurasia Regional ForumTbilisi, Georgia, September 22-24, 2014
  • 4. Overview What motivates (and prevents) international students to attend a foreign university? What interactions influence international students choice of university? Which aspects of the enrollment process do international students need the most help with? How can admissions capture the attention of international students & their families 2ndAnnual Study on the Expectations of International Students Europe & Eurasia Regional ForumTbilisi, Georgia, September 22-24, 2014
  • 5. About the respondents More than 2,400 respondents from 164 countries Europe & Eurasia Regional ForumTbilisi, Georgia, September 22-24, 2014
  • 6. Institutional brand #1 reason to study abroad 0% 10% 20% 30% 40% 50% 60% 70% Interested in a particular university Currently attending international high school Private scholarship offered No higher education opportunities in home country Interested in studying with particular professor Government funding Siblings studied abroad No post-high school career opportunities No post-undergrad career oportunities Avoid home country tests and requirements No graduate education opportunties in home country Parents studied abroad What factors influence the decision to attend university outside of the home country? Europe & Eurasia Regional ForumTbilisi, Georgia, September 22-24, 2014
  • 7. Yet -most international students do not appear to be locked into one campus 17% 38% 21% 7% 4% 12% 0% 5% 10% 15% 20% 25% 30% 35% 40% 1 - 2 3 - 5 6 - 10 11 - 15 More than 15 Don't know How many colleges do students intend to apply to? Europe & Eurasia Regional ForumTbilisi, Georgia, September 22-24, 2014
  • 8. Funding and Safety are Top Concerns 0% 10% 20% 30% 40% 50% 60% 70% Funding Safety in surrounding area Safety on campus No friends or family nearby Language barrier My parents are concerned Cultural differences Other I don't have any concerns What are students' concerns about studying abroad? Europe & Eurasia Regional ForumTbilisi, Georgia, September 22-24, 2014
  • 9. Financial Decisions & Visa Process where most help needed 0% 10% 20% 30% 40% 50% 60% 70% 80% Financial decisions Applying for a visa Writing application essay Deciding where to apply Researching colleges Completing applications Moving to campus Traveling to colleges Deciding where to enroll Standardized test prep (ACT/SAT) English language prep (TOEFL/IELTS) Which aspects of the enrollment process do students need help with? Europe & Eurasia Regional ForumTbilisi, Georgia, September 22-24, 2014
  • 10. Prospective students highly value conversations with campus representatives & current students 0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 University website College rankings Conversations with reps Student conversations Campus tour College search sites Brochures Guidance counselor Local education/U.S. office Independent counselor University Facebook How influential are the following experiences in the application decision? (1-5 scale, 5=most influential) Europe & Eurasia Regional ForumTbilisi, Georgia, September 22-24, 2014
  • 11. Prospective students highly value conversations with campus representatives & current students 0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5 E-mail Traditional college fairs Live chat (IM) Campus tour Phone Live video Webcast Social media Webcam call Text messaging Interest in using the following resources to communicate with college representatives (1-5 scale, 5=highest interest) Europe & Eurasia Regional ForumTbilisi, Georgia, September 22-24, 2014
  • 12. Intl Students Will Likely Not Visit Campus Before Enrolling 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% All schools My top schools Might visit one ormore No plans to visit Plans to visit campuses Before applying After acceptance Europe & Eurasia Regional ForumTbilisi, Georgia, September 22-24, 2014
  • 13. Recruiting Strategies (based on the findings) Build your brand in target markets abroad Adapt your website & communications to mobile devices Use a variety of communication methods Build strong relationships early with key international prospects Involve parents in the communication flow Offer assistance with campus visits to top prospects Make funding information easily available Europe & Eurasia Regional ForumTbilisi, Georgia, September 22-24, 2014
  • 14. Value Across the Enrollment Cycle Recruit everywhere you cant be physically 195 Countries Engageprospects through entire enrollment process Save cost over traditional recruiting methods Improve yield Amplify your institutional brand Reach new high school counselors Europe & Eurasia Regional ForumTbilisi, Georgia, September 22-24, 2014
  • 15. Europe & Eurasia Regional Forum Tbilisi, Georgia, September 22-24, 2014 School of Engineering & Applied Science Office of Graduate Admissions 70% of graduate student population are international students Core Markets: China, India & Iran Growth Markets: Eurasia, South America, GCC, Southeast Asia, MENA Exploratory Market: Indonesia, Sub-Saharan Africa Online recruiting efforts are reflective of the accessibility prospective students have to technology and applications
  • 16. Social Media Efforts Europe & Eurasia Regional ForumTbilisi, Georgia, September 22-24, 2014
  • 17. Graduate.seas.gwu.edu Graduate Admissions Website
  • 18. Translated Pages for Parents Mobile Ready Europe & Eurasia Regional ForumTbilisi, Georgia, September 22-24, 2014
  • 19. Translated Job FAQ and Budgets Tertiary pages on website and flyers Europe & Eurasia Regional ForumTbilisi, Georgia, September 22-24, 2014
  • 20. HobsonsConnect CRM HobsonsApplyYourself Online Communication Plans: Prospective & Applicants
  • 21. Europe & Eurasia Regional ForumTbilisi, Georgia, September 22-24, 2014
  • 22. Erica Lutes, Executive DirectorFulbright Belgium Europe & Eurasia Regional ForumTbilisi, Georgia, September 22-24, 2014
  • 23. Videos Europe & Eurasia Regional ForumTbilisi, Georgia, September 22-24, 2014
  • 24. From the EdUSA Advising perspective: Social Media Goals Become more accessible Widen outreach Make dynamic website Promote events Refresh website Communicate through new open media channels Europe & Eurasia Regional ForumTbilisi, Georgia, September 22-24, 2014
  • 25. Results: Statistics 193interviews 660+videos available on our You Tube channel Channel Views: 602,000+ Channel Subscribers:1,200+ Europe & Eurasia Regional ForumTbilisi, Georgia, September 22-24, 2014
  • 26. Feedback Well done to you and the Fulbright Belgium team for putting that short, to the point, and visually appealing video clip together I especially like the young women who participated in an LLM at Columbia, because you can sense her enthusiasm, which only feeds my own determination It allowed me to get a real feel for her experience So, if I have adifficult moment in the next couple of months where I wonder ifgoing