Embed Size (px)
Citation preview
Emerging Trends to Recruit International Students in 2015
Cheryl DarrupBoychuck, CIEOUSjournal and FundsV [email protected]
A few thoughts on ROI in IEM
ROI Considerations• Lead Generation• Yield Activity
“ROI is rarely delivered in terms of absolute values.”
“ROI assessments are meant to address the lingering ambiguity about how to achieve the desired outcome through the most fiscally astute means possible.”
Multi-variate Likelihood Function to Predict Customer Behavior
Variables in the ROI Equation for Full IEM Cycle
Input Variables Quantifiably Elusive VariablesOutput Variables
Variables in the ROI Equation for Full IEM Cycle
Input Variables
•Cost of the campaign in $$Travel (domestic, overseas)
FlightsAccommodations
Event RegistrationCommissions and FeesPurchasing Student NamesScholarship OffersOnline PromotionsPrint Promotions
•Cost of the campaign in timeInvest in advanceRealize $$ returns later
Variables in the ROI Equation for Full IEM Cycle
Input Variables
•Cost of the campaign in $$Travel (domestic, overseas)
FlightsAccommodations
Event RegistrationCommissions and FeesPurchasing Student NamesScholarship OffersOnline PromotionsPrint Promotions
•Cost of the campaign in timeInvest in advanceRealize $$ returns later
Output Variables
•Revenue generatedTuitionFeesParental donations
•Enrolled studentsRetention
•Alumni donations
Variables in the ROI Equation for Full IEM Cycle
Input Variables
•Cost of the campaign in $$Travel (domestic, overseas)
FlightsAccommodations
Event RegistrationCommissions and FeesPurchasing Student NamesScholarship OffersOnline PromotionsPrint Promotions
•Cost of the campaign in timeInvest in advanceRealize $$ returns later
Quantifiably Elusive Variables
•Top-level support•Well-defined strategy• “Sufficient” budget•Campus history•The “Prestige Factor”•Word-of-mouth referrals•Overlapping initiatives•Economic, currency fluctuations•Visa policy fluctuations•Peer-level support•Academic program relevance•Partnerships: Gov’t, University•Foreign-born faculty ( +, - )•Global involvement of faculty•Alumni relations•Efficiency of operations
Output Variables
•Revenue generatedTuitionFeesParental donations
•Enrolled studentsRetention
•Alumni donations
Multi-variate Likelihood Function to Predict Customer Behavior
Model-- Cost of Advertising + Student(s) Tuition + Student(s) Fees ------------------------------Return on Investment
ESL Program-- $ 1,195 / year+ $ 2,850 / 10-wk session + $ 465 Student Fees ----------------------------------
$ 2,120 = 1st student$ 15,380 = 5 students $ 31,955 = 10 students
Online Promotions
The traditional enrollment funnel has disintegrated
Students applying without prior contact
Introduced into database as “applicant”
Accept lack of complete control of your institutional message
The Rise of “Stealth Applicants”
Enhanced Social Media ChannelsSpeed Data > Big Data
facebook.com/USjournal
twitter.com/USAcademics
Process > Promotion
Admissibility Indicators• Academic readiness • Financial capacity
Our Funds Verification Initiative: FundsV.comDemo: Wednesday, 28 January at noon EST
Data Privacy Day: 28 January, every year
55% of online content is in English27% of online users speak English as a native language4% of online content is in Chinese25% of online users speak Chinese as a native language
GlobalByDesign.com
• You can tell so much about a company by how it structures its website…
• The global gateway is more than a functional element; it is in many ways an extension of your brand.
• It’s important to greet visitors from around the world as warmly as you greet those users in your home country.
http://lincoln.ac.uk/home/international/yourcountry/
USjournal.com/fairs
Fund
sV D
emo,
Dec
'13
40
USjournal.com/info/map.php
What’s next?Prospective Advertisers• Review our Space Reservation Form: USjournal.com/e/15.pdf• Contact [email protected] to schedule a call
Current Advertisers• Make sure our social media channels are connected• Send us your multilingual video URLs to embed• Send us your overseas travel itinerary so we can invite students
Everyone• Consider multi-lingual promotions, however limited• Join our FundsV Webinar: Details at FundsV.com/page/about/• Connect on LinkedIn, Twitter and SlideShare
Cheryl DarrupBoychuck, CIEOUSjournal and FundsV [email protected]
Emerging Trends to Recruit International Students in 2015
