NACAC 2015 - Leveraging Mobile Trends to Drive International Student Enrollment

E4. Leveraging Mobile Trends to Drive International Student Enrollment

PresentersRachel 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

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#nacac15

Setting the StageTrends 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 MixRecommendations to inform international recruitment strategies

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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 Levitzhttps://www.noellevitz.com/papers-research-higher-education/2008/what-matters-international-students

Source: Press Release Open Doors 2014, Institute of International Educationhttp://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

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Source: The Condition of Education 2014, National Center for Education Statisticshttp://nces.ed.gov/programs/coe/indicator_cpa.asp

Domestic enrollment has remained flat over the last decade

37%40% 42%

Domestic Enrollment Trends

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200200

200200

200200

200200

200201

201201

2010

200,000

400,000

600,000

800,000

1,000,000

564,766

886,052

Source: Fast Facts Open Doors 2014, Institute of International Educationhttp://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%

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200200

200200

200200

200200

200201

201201

2010

50,000

100,000

150,000

200,000

250,000

300,000

350,000

400,000

329,854

370,724

Trends by Student Type

Third year in a row that undergraduate enrollment

outnumbers graduate enrollment

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SouthKorea

Top Four Places of Origin

China

IndiaSaudi Arabia

Represents 56% of total enrolled international students

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Today’s Agenda



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49% male

70% undergrads

11% Middle East

20% India

20% Asia (rest of)

20% China

Survey Demographics

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Other

Particular university

No career opportunities in home country

International high school in another country

International high school in home coun-try

Funding from university scholarship

Funding from home country

No higher ed opportunities in home country

Funding from United States

Particular professor

0% 10% 20% 30% 40%

28%

22%

12%

11%

9%

6%

4%

3%

2%

2%

What was the main reason you decided to study abroad?

Reason to Study Abroad

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“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

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Funding

Distance from family/friends

Language barrier

Cultural differences

Making new friends

Campus fit

Other

Safety in surrounding area

Safety on campus

0% 10% 20% 30% 40%

32%

15%

14%

12%

10%

8%

4%

3%

2%

Concern Study Abroad

What was your main concern studying abroad?#intlsp

Standardized tests (undergrad)

Securing funding

Writing application essay

Applying for visa

Completing the application

English language test

Standardized tests (graduate)

Communicating with ad-missions

Other

Making travel arrangements

0% 10% 20% 30%

22%

17%

13%

11%

11%

9%

7%

6%

3%

2%

What was the main challenge during the admissions process?

Challenge During Admissions Process

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Level of Prepardedness0%

25%

50%

75%

100%

3%8%

39%

35%

16% Completely Prepared

Very Prepared

Moderately Prepared

Slightly Prepared

Not At All Prepared

How prepared did you feel for studying abroad?

Prepared Studying Abroad

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How many universities did you apply to in the United States?How many universities did you apply to in other countries (not United States)?

1-2

3-4

5-6

7-8

9-10

11+

-100% -50% 0% 50% 100%

United States Institutions Other Country Institutions

Insti

tutio

ns A

pplie

d18%

20%

23%

15%

10%

14%

81%

11%

5%

2%

1%

1%

Institutions Applied To

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Yes46%

No54%

Did you visit campus at a university in the United States?How satisfied were you with your campus visit?

(of those who answered yes)

Dissatisfied Satisfied0%

25%

50%

75%

100%

5%

95%

Campus Visits

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Who did you communicate with during the admissions process?(select all that apply)

0 1 2 3 4 5 6 70%

25%

50%

75%

100%

Professors

Other int’l s

tudents

Financial aid reps

Currently

enrolled students

International servic

es

Admission co

unselors

Want to Communicate With

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Email

Phone Call

In Person

Live Chat

Mail

Messaging App

Text

Video Chat

0% 25% 50% 75% 100%

84%

6%

4%

2%

2%

1%

1%

1%

What was your preferred way to communicate with college admissions?

Preferred Communication Channel

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Yes95%

No5%

iPhone Andoid Windows0%

15%

30%

45%

60%54%

42%

3%

Do you own a mobile smartphone (iPhone, Android)?Which mobile smartphone do you own?

Smartphone Usage

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Visited university website

Download university app

Viewed university social media

Taken virtual campus tour

Submitted college application

Texted college admissions

Messaging app with college ad-missions

Scheduled campus visit

Live chat with college admissions

Video chat with college admissions

0% 20% 40% 60% 80%

69%

60%

48%

18%

10%

9%

8%

8%

4%

2%

On your mobile smartphone, which of the following have you done? (select all that apply)Includes only those who own mobile smartphone

Mobile Activity

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On your mobile smartphone, have you used any of the following messaging apps? (select all that apply)Includes only those who own mobile smartphone

WhatsApp

Yik Yak

Other

GroupMe

Whisper

FireChat

Secret

0% 20% 40% 60% 80%

67%

13%

13%

6%

2%

1%

1%

Other Apps:WeChat = 6%

Viber = 4%FB Messenger = 3%

Line = 2%

Messaging App Usage

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Yes86%

No14%

Are you currently enrolled at a university in the United States?Has your college experience met your expectations?

(of those who answered yes)

Did Not Meet Expecta-tions

Met Expectations0%

20%

40%

60%

80%

100%

17%

83%

Are You Enrolled?

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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

0% 10% 20% 30% 40%

33%

25%

20%

7%

6%

3%

2%

2%

1%

What was the main reason you did not enroll at a university in the United States?(of those who answered no)

Reason Not Enrolled

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Today’s Agenda



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Offer scholarships specific to international students

Focus on career placement and show a proven track record with alumnifrom your strongest degree programs

Highlight internship opportunities, work-study programs andexperiential learning resources

Make sure relevant information is easy to find (website, mobile, search, etc.)

Institutional Attractiveness

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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

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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

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[email protected]@targetx

Questions? CONTACT US!

Thank You

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[email protected]@targetx

[email protected]@coriemartin

[email protected]@rbalows