Prevailing Trends: How to Engage International Students throughout the Enrollment Process

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    15-Apr-2017

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Prevailing Trends: How To Engage International Students in AdmissionsConverge Consulting Webinar

Presenters

Melissa KingVice President of MarketingTiffanie Loeb SchneiderInternational Student Advisor

AgendaAgenda

E-Expectations research with Ruffalo Noel Levitz Prospective International Students

Eduventures Going International research Admitted International Students

Concordia University, St. Paul international strategy

Major takeaways

Questions

3rd yr w RNLEduV s new3

What We Do CollegeWeekLiveEnable online, live, and interactive student engagement throughout the enrollment process

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CollegeWeekLive ClientsCollege and university clients

Azusa Pacific University Ball State UniversityBath Spa UniversityBentley UniversityBoston Architectural College Broward College Butler Community College Caldwell University Centennial College Christopher Newport University College of DuPage Columbia College Concordia University, St. PaulCornell University CUNY, Baruch CollegeDaemen College Durham College Eastern Illinois University Emory University School of LawFashion Institute of TechnologyFlorida International University Full Sail University Gannon University Hunter CollegeIllinois College Illinois Institute of Technology Johnson & Wales UniversityKent State UniversityLakeland College Loyola Marymount UniversityManhattanville College Marshall UniversityMiami Dade College Miami University of OhioMiddlesex University New York University North Carolina State University North Dakota State University Northeastern UniversityNova Southeastern University Oregon State University Otero Junior CollegePace University Roger Williams UniversitySam Houston State University Southern Illinois University EdwardsvilleSt. Thomas University St. Cloud State UniversitySuffolk University Syracuse UniversityTexas Tech University United States Naval AcademyUniversity of AkronThe University of Arizona 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 ChicagoUniversity of Louisville University of Michigan, Flint University of Nevada, Reno University of Notre DameUniversity of RochesterUniversity of San Diego University of SydneyUniversity of Tampa University of Texas, ArlingtonUniversity of Vermont University of Wisconsin-Stout Utah State University Valencia College Virginia Tech Washington State University West Chester University West Virginia UniversityWilliam Peace Universityand more

CollegeWeekLive Partners

Survey Results3rd annual International E-Expectations Survey In cooperation with Ruffalo Noel-Levitz2700+ student respondentsRepresenting 164 countries47% seeking undergraduate studies, 53% seeking graduate studies

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Marty Bennett (MB) - Global Representation2714 respondents from 160 countries

Top countries of origin

Regional Breakdown

Poll Questions

Which of the following factors most influenced undergraduate students decisions to attend a college/university outside of their home country? What do students see as the biggest obstacle to study outside their home country?What percentage of international students have looked at a college/university website on a mobile device?

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Survey Highlights

Motivations for Studying Abroad

Difference b/w undergrad (intl hs) and grad (specific professor). Though drawn by particular school, they remain open.11

70+% will apply to 3 or more schools!# of Applications UndergraduateGraduate1 to 217%19%3 to 546%47%6 to 1019%16%11 to 155%3%More than 153%4%Unknown10%11%

Top Concerns for Studying AbroadAfter money main concern for prospective undergraduates friends & family nearbyProspective graduate students most concerned about the visa requirements (after money)

Financial far and away most important for both. Undergrad friends & fam and safety; visa and safety for grad13

Top 6 Most Influential ResourcesHow international student-friendly is your website?Very influentialNot at all influentialVery influentialNot at all influential

Website most significant for both subsetsyour site and ther sites. Where are your profiles?14

View college websites on a mobile deviceGoogle mobile-friendly website checker: https://www.google.com/webmasters/tools/mobile-friendly/ 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)

Google docking websites that arent mobile optimized. Can hurt search rankings.

UNDERGRADUATE201320142015iPhone29%23%34%Android mobile phone22%37%41%Other mobile phone35%23%12%

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Top 5 Viewed Content Areas On College WebsitesThe bottom 3 areas for both undergrad & grad prospects (under 25%): Calendar of Events, Athletic programs, and Campus Visit Details

Cost and Fin aid dataput it up frontthey are looking for it16

Importance of Communication Throughout the Recruitment ProcessVery importantNot at all important

expectations17

Top Areas of Support Needed During the Enrollment Process

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Very influentialNot at all influentialOnline Interactions Influencing Where Students ApplyInfluentialSomewhat influentialNot very influential

In-person only two that ranked higher in influence than the top ones online are: interactions with admissions representatives (4.29/4.27) and other college representatives (4.19/4.17) Campus tour was 3rd in person at 3.96 U/3.68 G19

With who do students most want to interact?

Alumni & Current Students are most want to hear from on virtual side

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Plans to Visit Campus

Parents Influence on Students DecisionProspective undergrads are increasingly more dependent on parents on their decisions!

Parents are important22

Top 5 Preferred Communication ChannelsFYI: lowest rated is texting, but growing fast!Very influentialNot at all influentialVery influentialNot at all influential

Interest in Virtual Contact with Colleges80% of international undergrads & 84% of grads want virtual meetings with you!

Very few wouldnt want to take advantage of the oppty to meet virtually.

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Eduventures Going International: Key findings from international students admitted to U.S. institutions

Reasons for not enrolling in US university in fall 201523% of students didnt know enough about the university to enroll

53/4747 did not enroll26

Visited campus before decision to enroll in current institution56% of students didnt visit the institution they ultimately enrolled inAlternative ways students examined their school from a distance:

7.0 average social media visits4.4 visits to online college sites

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Concordia University, St. Paul

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Concordia University St. PaulA Comprehensive Private University in an Urban SettingAbout CSPComprehensive Christian liberal arts university, one of 10 affiliated with The Lutheran Church-Missouri Synod. 4,380 students, 3% international (top senders: Saudi Arabia, South Korean, China)Programs of note: Business, Education

About International AdmissionsRecruit for undergraduate, and graduate; manage undergrad applicationsRecruitment strategies include domestic travel, agents in addition to online toolsPart of larger Office of Enrollment Management

EnrollmentConcordia University, St. Paul has doubled in size since 2005

International Student Growth2013 hosted 4 international students by the end of 2015 there were 143

How do you reengage students on the road, what is your reengagement strategy?

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Concordia University, St. Paul Online Tools for Recruitment and Conversion ( = Planned Future Tools)Online ToolLead GenerationProspect/Applicant ConversionAdmit Conversion/Yield ActivitiesFacebook, Other Social MediaCollegeWeekLive: Always OnCollegeWeekLive: Intl Fair EventsApplication Fee Waiver EventsMailchimp Campaigns Google HangoutsSkype InterviewsCollegeWeekLive: Private Platform CollegeWeekLive: Private EventsSnapChat/WeChat/Whatsapp

College Week Live International Fairs and discuss private events

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Mailchimp Campaign

College Week Live International Fairs and discuss private events

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Online Platform

College Week Live International Fairs and discuss private events

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Recruitment in Action

Founded in 1809, Miami University is a mid-sized public university located in the college town of Oxford, Ohio.

Miamis enrollment on the Oxford campus is 15,460 undergraduates and 2,260 graduate students. Included in these numbers are 1,670 international students from 77 different countries. Undergraduate students represent 85.5% of the international students that are enrolled.

Miamis Office of Admission processes over 5,000 international undergraduate applications each year.

The Office of Admission is responsible for recruitment, application review and issuing initial I-20s for new international undergraduate-level students.

Miami UniversityMid-sized public university

Tool:TraditionalLead GenerationApplicant ConversionYieldAnti-MeltFairs and HS VisitsXXReceptions and Programs: Off-Campus XXOn-Campus VisitsXXXCounselor Events: Onand Off-Campus XXPrint: Recruitment andAdmission PiecesXXXSearch/Name PurchasesXEmail: Search, Comm Flow, Yield, Pre-ArrivalXXX

Miami UniversityOffline tools for recruitment and conversion

Tool:On-LineLead GenerationApplicant ConversionYieldAnti-MeltSkype Calls: Group andIndividualXXOn-Line Profiles and Advertising XVirtual FairsXXXXSocial MediaXXXCollegeWeekLive: HS Connect XXCollegeWeekLive: IntlOpen HouseXCollegeWeekLive: AlwaysON and Weekly ChatsXXXCollegeWeekLive: Private Events XX

Miami UniversityOnline tools for recruitment and conversion

Miami UniversityOnline tools for recruitment and conversion

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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.

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Questions

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Appendix

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University of Colorado DenverA Comprehensive Public University in an Urban Setting

About CU Denver Medium-sized, comprehensive public university with health sciences specialization14,500 students, 8% international (top senders: India, Saudi Arabia, China)Programs of note: ESL, Business, Engineering, Architecture, Arts & Media, Medical

About International AdmissionsRecruit for ESL, undergraduate, and graduate; manage undergrad applicationsRecruitment strategies include travel, agents in addition to online toolsPart of larger Office of International Affairs

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University of Colorado DenverOnline Tools for Recruitment and Conversion Online ToolLead GenerationProspect/Applicant ConversionAdmit Conversion/Yield ActivitiesFacebook, Other Social MediaCollegeWeekLive: Always OnCollegeWeekLive: Intl Fair EventsSAT/TOEFL/GRE Name PurchasesiOpinion iPad AppOIA Messaging PlatformRoyall: Applicant MessagesApplication Fee Waiver EventsESL Skype InterviewsCollegeWeekLive: HS ConnectCollegeWeekLive: Private Events

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Utah State UniversityA Research University in a small, safe townAbout USUMedium-sized, public university with a variety of high-quality academic programs18,000 students, decreasing international (top senders: China, Korea)Programs of note: Business, Engineering, AgricultureAbout International AdmissionsNew initiative in Undergraduate Admissions to address declining populationRecruitment in AdmissionsApp review in Office of Global EngagementRecruitment strategies include travel, new CRM and online tools

Utah State UniversityOnline Tools for Recruitment and ConversionOnline ToolLead GenerationProspect/Applicant ConversionAdmit Conversion/Yield ActivitiesUndergraduate AdmissionsFacebook, Ambassador staffed channelsCollegeWeekLive: Always OnCollegeWeekLive: All AccessCollegeWeekLive: Intl Fair EventsCollegeWeekLive: HS ConnectACT/SAT Name PurchasesVirtual meetings with EdUSA, schools

Sam Houston State UniversityA Doctoral Research University in a Rural SettingAbout SHSUMedium-sized, public university with a variety of high-quality academic programs20,180 students, 2% international (top senders: India &China)Programs of note: Business, Criminal Justice, Agriculture, Medical ProfessionsAbout International ProgramsRecruit for ELI, undergraduate, and graduateApplications managed by undergraduate and graduate admissionsRecruitment strategies include travel, agents, and online tools

Sam Houston State UniversityOnline Tools for Recruitment and ConversionOnline ToolLead GenerationProspect/Applicant ConversionAdmit Conversion/Yield ActivitiesUndergraduate AdmissionsFacebook, Other Social MediaCollegeWeekLive: Always OnCollegeWeekLive: All AccessCollegeWeekLive: Intl Fair EventsCollegeWeekLive: HS ConnectACT/SAT Name PurchasesProfile pages on recruting sitesGraduate AdmissionsFacebook, Other Social MediaCollegeWeekLive: Always OnCollegeWeekLive: Intl Fair EventsGRE Name PurchasesCollegeWeekLive: Private Events

Thank You!

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