Prevailing Trends: How to Engage International Students in Admissions

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  • Prevailing Trends: How To Engage International Students in Admissions

    NAFSA National Conference, May 28, 2015

  • Presenters

    Marty BennettManager, International Partnerships

    Mitchell ChavezAssociate Director of International Admissions

    Clayton HarmonInternational Recruitment & Admissions Coordinator

  • AgendaAgenda

    Introductions

    Ruffalo Noel-Levitz Survey key demographics

    Poll the audience interactive poll questions

    Survey highlights

    Case studies from public & private universities recruiting ESL, undergrad and graduate international students

    Major takeaways

    Questions

  • What We Do Marty CollegeWeekLive

    Enable online, live, and interactive student engagement throughout the

    enrollment process

  • CollegeWeekLive Clients

    Abilene Christian University American University Azusa Pacific University Ball State UniversityBoston Architectural College Broward College Butler Community College Caldwell University Centennial College Christopher Newport University College of DuPage Columbia College Cornell University CUNY, College of Staten Island Daemen College Design Institute of San Diego Durham College East Tennessee State University Eastern Illinois University Emory UniversityFlorida International University Full Sail University Gannon University Grambling State University

    Hilbert College Illinois College Illinois Institute of Technology Lakeland College Manhattanville College Marquette University Miami Dade College Miami University of Ohio New York University North Carolina State University North Dakota State University Nova Southeastern University Oregon State University Otero Junior CollegePace University Pittsburg State University Purdue Calumet Roger Williams University Rowan University Saint Johns University, NY Saint Louis University Sam Houston State University St. Thomas University Stevens Institute of Technology Suffolk University SUNY, Binghamton University

    SUNY, Potsdam SUNY, University at Albany Texas Tech University The University of Arizona University of Bridgeport University of British Columbia University of California, Davis University of Colorado, Denver University of Florida University of Houston University of Idaho University of Illinois at Chicago University of Michigan, Flint University of Nevada, Reno University of Notre Dame University of Portland University of San Diego University of Tampa University of Texas, Arlington University of Wisconsin-Stout Utah State University Valencia College Virginia Tech Washington State University West Chester University and more

    250+ college and university clients

  • CollegeWeekLive Partners

  • Survey Results3rd annual International E-Expectations Survey

    In cooperation with Ruffalo Noel-Levitz 2700+ student respondents Representing 164 countries 47% seeking undergraduate studies, 53% seeking

    graduate studies

  • Global Representation2714 respondents from 160 countries

    Top countries of origin

    31%

    7%3%

    2%

    15%

    Undergraduate Students

    Senior

    Junior

    Sophomore

    Freshman

    Transfer

    17%

    23%

    Graduate Students

    Currently incollege

    Not incollege

    Regional Breakdown

  • Poll Questionshttps://www.polleverywhere.com/survey/BzahARTav

    1. Which of the following factors most influenced undergraduate students decisions to attend a college/university outside of their home country?

    2. What do students see as the biggest obstacle to study outside their home country?

    3. What percentage of international students have looked at a college/university website on a mobile device?

  • Survey Highlights

  • Motivations for Studying Abroad

    59%

    21%

    19%

    16%

    12%

    0% 20% 40% 60% 80% 100%

    Interested in a particular college/university

    Private scholarship offered

    Government funding

    Interested in studying with a particular professor

    No higher education opportunities in home country

    Graduate Students

    62%

    24%

    17%

    14%

    13%

    0% 20% 40% 60% 80% 100%

    Interested in a particular college/university

    Currently attending an internation high school

    Private scholarship offered

    Government funding

    No higher education opportunities in home country

    Undergraduate Students

  • 70+% will apply to 3 or more schools!

    # of Applications Undergraduate Graduate

    1 to 2 17% 19%3 to 5 46% 47%6 to 10 19% 16%11 to 15 5% 3%More than 15 3% 4%Unknown 10% 11%

  • Top Concerns for Studying Abroad

    77%

    38%

    24%

    23%

    18%

    0% 20% 40% 60% 80% 100%

    Financial requirements

    Visa requirements

    Safety in surrounding area

    Safety on campus

    Language barrier

    Graduate Students

    77%

    31%

    28%

    27%

    26%

    0% 20% 40% 60% 80% 100%

    Financial requirements

    No friends or family nearby

    Visa requirements

    Safety in surrounding area

    Safety on campus

    Undergraduate Students

    After money main concern for prospective undergraduates friends & family nearby

    Prospective graduate students most concerned about the visa requirements (after money)

  • Top 6 Most Influential Resources

    How international student-friendly is your website?

    4.22 4.12 3.893.56 3.4

    3.1

    1

    2

    3

    4

    5

    Collegewebsite

    Collegerankings

    College searchwebsites

    Collegebrochures

    College socialmedia posts

    EducationUSAoffice

    Undergraduate Students

    4.32 4.263.93

    3.67 3.49 3.31

    1

    2

    3

    4

    5

    Collegewebsite

    Collegerankings

    College searchwebsites

    Collegebrochures

    College socialmedia posts

    EducationUSAoffice

    Graduate Students

    Very influential

    Not at all influential

    Very influential

    Not at all influential

  • Top 5 Viewed Content Areas On College Websites

    The bottom 3 areas for both undergrad & grad prospects (under 25%): Calendar of Events, Athletic programs, and Campus Visit Details

    89%

    87%

    87%

    69%

    62%

    Academic program listing/majors

    Cost

    Financial aid

    Enrollment/admissions info

    Applications

    0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

    Undergraduate Students

    89%

    88%

    82%

    70%

    68%

    Academic program listing/majors

    Financial aid

    Cost

    International student services

    Enrollment/admissions info

    0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

    Graduate Students

  • View college websites on a mobile device

    Google mobile-friendly website checker: https://www.google.com/webmasters/tools/mobile-friendly/

    69%

    31%

    Graduate Students

    Yes

    No

    78%

    22%

    Undergraduate Students

    Yes

    No

    NB: Access the web most often from desktop/laptop (57%), but 38% use mobile most (up from 17% 2 years ago)

    NB: 61% of grad prospects use desktop/laptop most, 35% use mobile most (up from 28% in 2014)

  • Importance of Communication Throughout the Recruitment Process

    4.23 4.3

    4.77

    4.234.39 4.4 4.4 4.35

    1

    2

    3

    4

    5

    Before applying During the application process(2015 only)

    After getting accepted After deciding to enroll (duringorientation)

    Undergraduate Students Graduate Students

    Very important

    Not at all important

  • Top Areas of Support Needed During the Enrollment Process

    73%

    51% 47% 47% 43% 41%

    0%

    20%

    40%

    60%

    80%

    100%

    Financial Decisions Writing an applicationessay

    Deciding where toapply

    Applying for a visa Researching colleges Moving to campus

    Undergraduate Students

    72%58% 55%

    49% 48% 44%

    0%

    20%

    40%

    60%

    80%

    100%

    Financial Decisions Applying for a visa Researching colleges Writing an applicationessay

    Deciding where toapply

    English language prep

    Graduate Students

  • Very influential

    Not at all influential

    Online Interactions Influencing Where Students Apply

    4.093.98

    3.61 3.56 3.54 3.533.4 3.35

    4.194.07

    3.67 3.743.56 3.52 3.54 3.48

    1

    1.5

    2

    2.5

    3

    3.5

    4

    4.5

    5

    Meet withadmissions

    representative

    Meet withcollege

    representative

    College videopresentation

    Meet withschool counselor

    Virtual openhouse

    Virtual campustour

    Meet withindependent

    counselor/agent

    Virtual collegefair

    Undergraduate Students Graduate Students

    Influential

    Somewhat influential

    Not very influential

  • With who do students most want to interact?

    62%

    56%

    52%

    50%

    45%

    45%

    54%

    59%

    66%

    66%

    74%

    74%

    0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

    Alumni

    Current international student

    Professors

    ISS representative

    Admissions representative

    Financial aid representative

    Graduate Students

    In-person Virtual

    56%

    53%

    47%

    44%

    38%

    36%

    59%

    61%

    68%

    70%

    79%

    81%

    0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

    Alumni

    Current international student

    ISS representative

    Professors

    Financial aid representative

    Admissions representative

    Undergraduate Students

    In-person Virtual

  • In-person Interactions with Top Choice College

    For Undergrads: 44% no in-person contact vs. 14% no online contact with top choice. 54% with 3 or more online contacts with top choice

    For Grads: 54% have no in-person interaction vs. 15% had no contact online w/ top choice. 47% will have had more than 3 contacts online.

    44%36%

    15%3% 3%

    14%

    32% 26%11% 17%

    0%

    20%

    40%

    60%

    80%

    100%

    0 1 to 2 3 to 5 6 to 10 More than 10

    Undergraduate Students

    In-person Online

    54%

    32%

    10%2% 3%

    15%

    37%25%

    11% 11%

    0%

    20%

    40%

    60%

    80%

    100%

    0 1 to 2 3 to 5 6 to 10 More than 10

    Graduate Students

    In-person Online

  • Plans to Visit Campus

    10% 12%20%

    58%

    16%31% 26% 26%

    0%

    20%

    40%

    60%

    80%

    100%

    All schools I am considering My top schools One or two schools No plans to visit

    Graduate Students

    Befor Applying After Accepted

    9% 12%20%

    59%

    15%30% 25% 30%

    0%

    20%

    40%

    60%

    80%

    100%

    All schools I am considering My top schools One or two schools No plans to visit

    Undergraduate Students

    Before Applying After Accepted

  • Parents Influence on Students Decision

    Prospective undergrads are increasingly more dependent on parents on their decisions!

    50%

    49%

    1%

    52%

    47%

    1%

    0% 20% 40% 60% 80% 100%

    Student makes the decision

    Joint decision with parents

    Parents make the decision

    Graduate Students

    2015 2014

    56%

    42%

    2%

    58%

    40%

    2%

    61%

    37%

    2%

    0% 20% 40% 60% 80% 100%

    Joint decision with parents

    Student makes the decision

    Parents make the decision

    Undergraduate Students

    2015 2014 2013

  • Top 5 Preferred Communication Channels

    FYI: lowest rated is texting, but growing fast!

    4.484.2

    3.84 3.66 3.62

    1

    2

    3

    4

    5

    Send an email Meet reps at in-person college

    fairs

    Instant messaging(live chat)

    Meet reps atvirtual college

    fairs

    Live interactionduring a videopresentation

    Undergraduate Students

    4.594.09 4.02 3.83 3.82

    1

    2

    3

    4

    5

    Send an email Meet reps at in-person college

    fairs

    Instant messaging(live chat)

    Live interactionduring a videopresentation

    Meet reps atvirtual college

    fairs

    Graduate Students

    Very influential

    Not at all influential

    Very influential

    Not at all influential

  • Interest in Virtual Contact with Colleges

    21%

    59%

    19%23%

    61%

    15%

    0%

    10%

    20%

    30%

    40%

    50%

    60%

    70%

    80%

    90%

    100%

    Yes, and have met virtually Yes, but haven't had an opportunity

    Not interested in meeting virtually

    Interest in Virtual Meetings

    Undergraduate Graduate

    80% of international undergrads & 84% of grads want virtual meetings with you!

  • University of Colorado, DenverMr. Clay Harmon, Intl Recruitment & Admissions Coordinator (clayton.harmon@ucdenver.edu)

  • University of Colorado DenverA Comprehensive Public University in an Urban Setting

    About CU Denver Medium-sized, comprehensive public university with health sciences specialization 14,500 students, 8% international (top senders: India, Saudi Arabia, China) Programs of note: ESL, Business, Engineering, Architecture, Arts & Media, Medical

    About International Admissions Recruit for ESL, undergraduate, and graduate; manage undergrad applications Recruitment strategies include travel, agents in addition to online tools Part of larger Office of International Affairs

  • University of Colorado DenverOnline Tools for Recruitment and Conversion ( = Planned Future Tools)

    Online Tool Lead Generation Prospect/ApplicantConversion

    Admit Conversion/Yield Activities

    Facebook, Other Social Media CollegeWeekLive: Always On

    CollegeWeekLive: Intl Fair Events

    SAT/TOEFL/GRE Name Purchases

    iOpinion iPad App

    OIA Messaging Platform

    Royall: Applicant Messages

    Application Fee Waiver Events

    ESL Skype Interviews

    CollegeWeekLive: HS Connect

    CollegeWeekLive: Private Events

  • Pace UniversityMs. Mitchell Chavez, Associate Director, International Admissions (mchavez@pace.edu)

  • Pace University

    A private metropolitan university Pace enrolls approximately 12,500 students in bachelors,

    masters, and doctoral programs: Undergraduate: 8,336 Graduate: 3,705 Law Students: 731

    Student/Faculty ratio: 15:1 International student enrollment (annual): 1,800+

  • Pace University

    Lead Generators

    Online Services

    Social Media

  • TakeawaysHow do international students act? How can you respond accordingly?

    Students remain flexible in terms of where they apply. Institutional website content is the most important source

    for students. Students view your site on their mobile phones. Online interactions with institutions are important

    influencers as to where students apply. Parents need to be considered in outreach strategies. Dont count on students visiting campus to win them over. Students expect communication throughout the

    enrollment process.

  • Questions

  • Thank You!

    Presentation available online via NAFSA mobile app & on Slideshareat: http://www.slideshare.net/martybennett/

    Prevailing Trends: How To Engage International Students in AdmissionsPresentersAgendaWhat We Do Marty CollegeWeekLiveCollegeWeekLive ClientsCollegeWeekLive PartnersSurvey ResultsGlobal RepresentationPoll QuestionsSlide Number 10Slide Number 11Slide Number 12Survey HighlightsMotivations for Studying Abroad70+% will apply to 3 or more schools!Top Concerns for Studying AbroadTop 6 Most Influential ResourcesTop 5 Viewed Content Areas On College WebsitesView college websites on a mobile deviceImportance of Communication Throughout the Recruitment ProcessTop Areas of Support Needed During the Enrollment ProcessOnline Interactions Influencing Where Students ApplyWith who do students most want to interact?In-person Interactions with Top Choice CollegePlans to Visit CampusParents Influence on Students DecisionTop 5 Preferred Communication ChannelsInterest in Virtual Contact with CollegesUniversity of Colorado, DenverUniversity of Colorado DenverUniversity of Colorado DenverPace UniversityPace UniversityPace UniversityTakeawaysQuestionsThank You!

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