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The NACAC Decision, Agents, and International Student Recruitment

October 3rd, 2013 Presentation By: Todd Worsham and Markus Badde

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Introductions

• Markus Badde, CEO

• World leader in agent training and certification.

• Conducts events to bring educators, agents, and services providers together.

• Committed to student and university success.

• Todd Worsham, International Business Development Manager

• Leader in online higher-ed marketing and recruitment

• Work with 1000+ institutions, web properties experience 10 Million+ visitors per year

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Agenda

• NACAC and Education Agents

• Education Agents

• International Recruitment and Marketing

• Wrap Up and Q&A

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What is NACAC?

The National Association for College Admission Counseling (NACAC), founded in 1937, is an organization of nearly 13,000 professionals from around the world dedicated to serving students as they make choices about pursuing postsecondary education.

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What is NACAC?

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What is NACAC?

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What is NACAC?

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What is NACAC?

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NACAC and Public Policy

• August 2010 NACAC testifies before

Senate HELP Committee.

• Focused on incentive based recruitment practices.

• Students negatively affected. • Higher Education Act safe harbors

eliminated.

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NACAC and International Recruitment

• SPGP States: …members will “not offer or accept any reward

or remuneration from a secondary school, college, university, agency, or organization for placement or recruitment of students

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NACAC and International Recruitment

• March 2011 – NACAC suggests formally banning incentive compensation for recruitment both domestically and abroad.

• NACAC called for comments and got over 300 responses.

To put it mildly… there was disagreement

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Some were happy about the proposed ban…

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Others were not…

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For or Against and Why?

Against Using Agents

• Incentive compensation is fundamentally corrupting.

• Banned domestically should mean ban abroad.

• EducationUSA has chosen not to work with agents.

• Oversight is tricky and

complicated, better to ban!

For Using Agents

• Domestic and international admissions are not equal.

• Agents are common around

the world.

• Schools and students aren’t forced to use an agent.

• ICEF provides guidance and

transparency on agents.

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July 2011 – NACAC Commission

• Commission created to evaluate comments and the issue.

• Attempt to provide alternative ethical approaches to intl recruitment in meantime.

• Take a hands off approach until a decision is made.

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Results of Commission

• Institutional Accountability • Transparency • Integrity

www.icef.com

Agent Webinar October 3, 2013

Apply best practises with agents to increase international student enrollment Markus Badde, CEO

ICEF GmbH, Germany

www.icef.com

The world is full of agents

Definition of an education agent

‣“An individual, a company or an institution that provides educational advice,

support and placement to students

wishing to study abroad”

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‣For educational institutions: a person or an organization abroad that markets

your courses, generates inquiries and qualified applicants

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www.icef.com

British Council Definition

‣An education agent is an international advisor to prospective

students and parents seeking detailed information on overseas study,

guidance on meeting eligibility criteria such as language proficiency,

practical help completing applications and information beyond

academia advising on global relocation for study overseas

‣Source: “Why Students use Agents – Demand and Supply”

November 2011

www.icef.com

What do education agents do?

•Why education agents are so important

•What agents do for educators

•What agents do for students

www.icef.com

Before you get started

•How to select agents

•Appointing agents – a written

agreement is necessary

www.icef.com

Maximise your working relationship

•Training and support are crucial

•Some words on compensation

•Motivations and incentives

www.icef.com

In summary

• Select agents carefully, ensure that they are of quality

• Only appoint agents suitable to your institution

• Ensure that they are part of an integrated marketing plan

• Make sure you leverage them in your other marketing activities

(internet, social media, advertising, exhibitions)

• Invest sufficient time and resources right from the start

• Communicate regularly with and support them effectively

• Review your requirements and contracts periodically www.icef.com

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International Marketing and Recruitment

• Why international?

• Methods.

• Overall marketing and recruitment strategy.

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Why International?

• Sagging enrollments at home – many causes.

• Diversity initiatives.

• Embracing globalization, becoming world citizens.

• Financial benefits.

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Popular Recruitment Methods – Pros, Cons, ROI

Method Word of Mouth Education Fairs Agents/Agencies Online Marketing

Pros Cheap, natural result of good

program

Face to Face interaction with

students, travel the globe, meet other

universities

Handles most of the heavy lifting,

common place outside of US, only pay for enrollments

Low maintenance, very flexible,

affordable, high level of control

Cons Unreliable, uncontrollable,

difficult to quantify

Labor intensive, high cost, extensive travel

Commonly represent multiple schools, no guarantee you are

put first

Requires diligent prompt follow up

ROI Could be high, could be low. Who Knows?

Possible to quantify but lots of variables to

track

Easy to determine. Generally pay set fee per student enrolled.

Easy to determine depending on

agreement terms

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One Size Does Not Fit All

• Do an inventory of your staff, budget, current relationships, resources and goals.

• Develop a strategy that leverages existing strengths and compensates for areas of opportunities.

• Track and document everything, ROI is King.

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Wrap Up

• NACAC and International Student Recruitment.

• International Education Agents.

• ICEF.

• International Marketing and Recruitment Strategy.

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Get in touch, stay in touch!

Follow us on Twitter:

• @ICEFmonitor

• @UAbroad

• @MarkusBadde

• @ToddWorsham

Follow Up Questions: Todd Worsham Tworsham@educationdynamics.com 484-766-2931 John Demer Director - Americas JDemer@ICEF.com +1-888-371-5556

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Resources

Link to session recording: https://www2.gotomeeting.com/register/210828914

1. Report of the Commission on International Student Recruitment 2. NACAC Discussion Brief on Institutional Recruitment Practices 3. Statement on Incentive-Based Compensation for International Student

Recruitment Approved by NACAC Board of Directors, July 2011 4. NACAC Panel Continues the Debate on US Agent Usage 5. Debate Over Pay for Overseas Recruiters Heats Up 6. Protection of Student Interest at the Heart of NACAC Debate 7. Sample Agency Agreement 8. ICEF 9. UniversitiesAbroad.com 10. StudyAbroad.com