AIRC 7th Annual Conference · Strategic Partners Exhibitors Certified Agency Exhibitors Aaditya...

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AIRC

www.airc-education.org

AIRC 7th Annual Conference December 2-5, 2015Hilton Diplomat

Hollywood, Florida, USA

American International Recruitment Council

Conference Schedule and Participant List can be found at this URL. Presentations will be posted to this site following the conference and archived as a member resource.http://www.airc-education.org/content.asp?admin=Y&contentid=209

Mission StatementThe American International Recruitment Council works to safeguard the interests of

both international students and enrolling institutions through the promotion of ethical,

standards-based international recruitment strategies.

Dear Conference Participants:

It has been my distinct honor to watch AIRC’s Annual Conference evolve into the dynamic event that it has become.

We plan this conference to encourage our members to expand and share their knowledge, skills, and strategies with fellow recruitment professionals from around the world in support of AIRC’s mission. We hope you will take full advantage of the unparalleled expertise assembled here by actively participating in the dynamic sessions as well as the many networking opportunities.

Thank you for joining us.

John DeupreeExecutive Director

Welcome from AIRC’s Executive Director

AIRC LEADERSHIPAIRC Board of DirectorsRoss Jennings, President, Green River CollegePia Wood, President-Elect, Treasurer,University of Tennessee, KnoxvilleMary Marquez Bell, Past President, Secretary,SUNY College at Old WestburyGary Bergman, Agency Delegate, College Study USKirsten Feddersen, Institutional Delegate, Southern New Hampshire UniversityStephen Foster, Wright State UniversitySabine Klahr, University of UtahJohn Pomeroy, SUNY University at AlbanyWang Wei, Wiseway Global

Non-Voting MembersGeorge Beers, Chair, Certification Commission,Foothill and De Anza CollegesNorman Peterson, Chair, Advocacy Committee,Montana State University, RetiredJohn Deupree, Executive Director, AIRC

AIRC Certification CommissionGeorge Beers, Chair, Foothill and De Anza CollegesGeraldine de Berly, Syracuse UniversityGeorge Burke, Cleveland State UniversityMarilyn Cheung, Foothill and De Anza CollegesSophia Iliakis Doherty, Peninsula CollegeLindsey Garbenis, University of CincinnatiJeet Joshee, California State University, Long Beach Krista Northup, Cambridge Education GroupGreet Provoost, Virginia Commonwealth University, QatarAstrid Schmidt-King, Towson State University; VeduMarcelo Siles, Old Dominion University

AIRC StaffJohn Deupree, Executive DirectorMike Finnell, Executive Director, DesignateJennifer Wright, Associate Director and Director of CertificationLaura Hirst, Member Services Coordinator

Conference Event StaffTajah Mohr, Conference and Hotel LogisticsMary Swarna, Conference ProgramChris Telling, Technology Support

AIRC Certification Standards Standard 1: Organizational Effectiveness• Mission and Purpose, Long-Term Planning• Governance and Ownership• Management, Hiring, Evaluation and Training Processes• Range of Business Offerings and Offices• Sustainability, Fee and Refund Policies, Handling of

Student Financial Aid

Standard 2: Integrity of Recruitment Process• Training and Knowledge of U.S. Education • Truth in Advertising and Marketing• Respect for Intellectual Property• Staying Current with U.S. Immigration Regulations• Keeping Updated on Institutional Offerings• Accountability for Agents and Sub-Agents

Standard 3: Student and Family Engagement Pre- and Post-Enrollment• Written Student Services Contract• Confidentiality of Records• Communication with Family and Handling of Legal

Minors• Deliverable Promises and Guarantees• Awareness of U.S. Non-Discrimination Laws• 3-Year Record Keeping and Surveying Students

Standard 4: Institutional Engagement Pre- and Post-Recruitment • Written Institutional Contract • Regular Contact with Partners• Confidentiality of Records• Authenticity of Documents• Surveying Clients• 3-Year Record Keeping

Standard 5: Complaints Process• Mechanism for Complaints• Response to Complaints

AIRC Best Practice Guidelines for Institutional and Pathway Members• Commitment to Proper Student Support Services• Accuracy in Marking Information• Student Recruitment Practices• Engaged and Strategic Agent Management

Welcome from AIRC’s Executive Director

www.airc-education.org 1

2 AIRC SEVENTH ANNUAL CONFERENCE December 2-5, 2015

AIRC Strategic Partners

AIRC Corporate Sponsor

AIRC wishes to thank its corporate and conference sponsors and strategic partners for

their generous support!

AIRC Conference Sponsors


AIRC wishes to thank its many supporters for their contributions to this conference.

Strategic Partners Exhibitors

Certified Agency ExhibitorsAaditya Education and Migration ServicesAbacus Overseas Education AdvisorsCan-Achieve ConsultantsCanam ConsultantsCareer MosaicCollege Study USCouncil for American EducationEduShanghai International Co.Edwise ConsultantsGeeBee EducationGlobal Study Centre, Division of Europe Study CenterIAE GlobalIDP EducationJJL Overseas Education Consulting and Service Co.PAC Asia ServicesSIECStudy Abroad AssociationStudy Overseas GlobalThe Professional Network (TPNL)UStudyValmiki GroupWiseway GlobalYathapu Consulting/i-20 Fever

Other ExhibitorsAir ConceptsBigChoice GroupEducational Credential Evaluators, Inc. ICEFInternational Education Advantage – InteadInternational Education Research Foundation, Inc. (IERF) Kaplan International – Global Pathways, CertificationStudyLinkTerra DottaUnited States Commercial Service Vedu

ICEF International Education Advantage – Intead

Sponsors and Advertisers

Air Concepts – Conference Event SponsorBeacon College – Program InsertCambridge Education Group - Program AdCollege Study US – Tote BagsICEF - Conference Event SponsorInternational Education Advantage - Intead - Conference Event SponsorKaplan International – Global Pathways, Certification LunchSaint Peter’s University – Program InsertStudentMarketing – Sponsored SessionStudyLink - Conference WirelessUStudy - Program Insert University Consultants of America – Sponsored EventVedu - Corporate Sponsor

AIRC Conference Mobile App Sponsored by CGACCFor your convenience, the AIRC

conference program is available as a

mobile application for iOS, Android

and Windows.


PRE-CONFERENCE PROGRAM

8:30 a.m. - 7:30 p.m.Registration Regency Ballroom 1 Foyer

PRE-CONFERENCE WORKSHOPSPre-registration required.

9:30 a.m. - 4:45 p.m.Implementing an International Strategic Recruitment Plan for U.S. Educational InstitutionsSouth Tower, Room 214The full day workshop is designed for educators at educational institutions concerned with planning a comprehensive recruitment program for their institution. The focus will be on issues such as institutional buy in, budgets, and marketing as well as the pros and cons of various recruitment methodologies such as fairs, direct representation, dual degree, sponsored students, and other means including agencies. Presenters are AIRC members with significant recruitment experience.David Di Maria, Montana State UniversityDavid Bushey, IDP EducationDavid Rector, Associates in Cultural ExchangePia Wood, University of Tennessee

Wednesday, December 2, 2015

1:00 p.m. - 4:00 p.m.Comprehensive Agency Management for U.S. Educational Institutions South Tower, Room 201AIRC has developed Institutional Guidelines for Best Practice that center on institutions’ commitment to engaging in close collaboration and clear procedures for sustainable agent-institutional relationships. This in-depth workshop will present baseline and best practice approaches for agency management. Topics will include institutional readiness in terms of support, staffing, training and financial resources; vetting and selecting agency partners; what agencies expect from institutions; effective agency engagement and training and the institutional – agency financial relationship.Kirsten Feddersen, Southern New Hampshire UniversityPushpinder Bhatia, PAC Asia ServicesValeriana Daily, IDP EducationKrista Northup, Cambridge Education GroupDane Rowley, California Lutheran University

TIME EVENT ROOM

8:30 a.m. - 7:30 p.m. Registration Open Regency Ballroom Foyer

9:30 a.m. - 4:45 p.m. Pre-Conference Workshop: Implementing an International Strategic Recruitment Plan for U.S. Educational Institutions

South Tower Room 214

1:00 p.m. - 4:00 p.m. Pre-Conference Workshop: Comprehensive Agency Management for U.S. Educational Institutions

South Tower Room 201

1:00 p.m. - 4:00 p.m. Pre-Conference Workshop: Agency Management Master Class South Tower Room 216

5:00 p.m - 6:00 p.m. AIRC Town Meeting: Meet New Executive Director and Discuss AIRC Strategic Directions

South Tower Room 212/213

6:15 p.m. - 7:15 p.m. Opening Reception South Palm Court (Outdoors)

8:00 p.m. - 11:00 p.m. Exhibitor Set Up Regency Ballroom 1


1:00 p.m. - 4:00 p.m.Agency Management Master ClassSouth Tower, Room 216Advanced recruitment professionals are invited to participate in an interactive dialogue with AIRC Institutional and Agency members and Australian agency experts. Stephen Connelly, GlobalEd ServicesMike Henniger, ICEFSonya Singh, SIEC

5:00 p.m. - 6:00 p.m.AIRC Town Meeting-Meet AIRC Executive Director Designate Mike Finnell and Discuss AIRC Strategic DirectionsSouth Tower Room 212/213Meet AIRC’s new director and join the AIRC Board and staff

in a question and answer session about AIRC operations, standards, and strategic directionsRoss Jennings, AIRC PresidentPia Wood, AIRC President ElectMike Finnell, Executive Director DesignateJohn Deupree, Executive DirectorJennifer Wright, Director of Certification

6:15 p.m. - 7:15 p.m.Opening Reception South Palm Court (Outdoors)Drinks and Networking

AIRC Executive Director Transition

At the conclusion of the conference, AIRC’s first Executive Director, John Deupree, will officially retire. The Board has designated Mike Finnell as the next Executive Director and Mike has been working in transition with the AIRC staff for the past two months. Mike’s bio and background are located at www.airc-education.org on AIRC’s home page.

AIRC wishes to both acknowledge John’s many contributions to AIRC’s success, and to welcome Mike, as we enter this new phase. We also want to acknowledge the hard work and dedication of the entire AIRC staff, Board, Certification Commission members, and others who make this seamless transition possible.

Mike will be officially introduced at the town meeting. He is working with the Board to prioritize future projects and directions and will be available throughout the conference to meet with members and hear their ideas.

We will host a short program and toast in honor of John on Friday afternoon following the sessions and prior to the evening reception. The Board has named John as “Executive Director Emeritus” and he will continue to be available following the conference using his AIRC email address.


Conference Presenters

David Adler, Chief Executive Officer, UStudy

Angel Ahmed, International Recruitment Specialist, Intead

Jean-Marc Alberola, President, Bridge-Language and Education Abroad

David Anderson, Vice President, Recruitment and Partner Support, ELS Language Centers

Tim Angle, Dean, Extended Education, California State University Monterey Bay

May Arthur, Executive Vice President, EC English

George Beers, Dean of International Programs (retired), Foothill and De Anza Colleges

Pushpinder Bhatia, CEO and Managing Director, PAC Asia Services

Mary Marquez Bell, Vice President for Enrollment Services, SUNY College at Old Westbury

Gary Bergman, President, College Study US

Ryan Buck, Assistant Vice President, International Affairs, Texas State University

George Burke, International Recruitment Specialist, SUNY University of Albany

David Bushey, Head of Client Relations, IDP Education

Andrew Chen, Chief Development Officer, WholeRen Education

Patrick Colabucci, Director, American Language Center, UCLA Extension

Stephen Connelly, Director, GlobalEd Services

Ron Cushing, Director, UC International Services, University of Cincinnati

Geraldine de Berly, Senior Associate Dean, University College, Director of English Language Institute Syracuse University

John Deupree, Executive Director, AIRC

David DiMaria, Associate Provost, Office of International Programs, Montana State University

Majka Drewitz, Senior Evaluator, Educational Credential Evaluators, Inc.

Kirsten Feddersen, Director of Global Outreach, Southern New Hampshire University

Mike Finnell, Executive Director Designate, AIRC

Lily Fong, Assistant Director, International Recruitment, John Carroll University

Rylan Good, Director of International Recruitment, Juniata College

Bryan Gross, Vice President for Enrollment Management, Western New England University

Jennifer Gruenewald, Director, International Student and Scholar Services, University of Wisconsin, Milwaukee

Anna Harrison, Assistant Director of International Admissions, Duquesne University

Steve Harvey, Managing Director, Foundation Campus, Cambridge Education Group

Mike Henniger, Vice President, Sales and Marketing, ICEF

Clay Hensley, Senior Director, International Strategy & Outreach, The College Board

Laura Hirst, Member Services Coordinator, AIRC

Phil Honeywood, Executive Director, IEAA

Ross Jennings, Vice President of International Programs, Green River College

Palle Steen Jensen, General Manager, EDU Danmark

Jeet Joshee, Associate Vice President, International Education, Dean, College of Continuing and Professional Education, California State University - Long Beach

Jacqueline Kassteen, Director, ICEF Monitor, ICEF

Sandra Kimura, Associate Director, Whatcom Community College

Shariful Khan, Founder and CEO, The Professional Network, TPNL

Ophelia Lee, Founder and Director, Maxway Education

Hilka Leicht, Managing Director and Owner, IEC – International Education for Global Minds

Yunxiang (Maggie) Li, Marketing Associate, Intead

Mark Lucas, Managing Director, iae GLOBAL Network



Carol Mandzik, Director of International Recruitment, Alma College

Charles Nieman, Director, International Initiatives, Shepherd University

Krista Northup, Director of University Partnerships, Cambridge Education Group

John Pomeroy, Director of International Admissions and Recruitment, SUNY University of Albany

Andy Ray, International Recruitment Manager, University of Tennessee, Knoxville

David Rector, Senior Director of Enrollment Services, Associates in Cultural Affairs

Carolyn Redmond, Manager of Logistics, IDP Education

Dane Rowley, Director of International Admission, California Lutheran University

Parminder Sall, Business Development Manager, SIEC

Conference Presenters continued

Mike Schroder, Associate Vice President, International Programs, California State University, San Marcos

Sonya Singh, Managing Director, SIEC

Sushil Sukhwani, Director, Edwise International

Charles Swain, Director, International Student and Scholar Services, University of Utah

Paul Thompson, Associate, Education Group, Cooley, LLP

Samuel Vetrak, CEO, Student Marketing

Ben Waxman, CEO, Intead

Jonathan Weller, Director, International Admissions, University of Cincinnati

Michael Wilhelm, Director of Office of International Students, West Virginia University

Pia Wood, Associate Provost, University of Tennessee, Knoxville

Jennifer Wright, Director of Certification, AIRC

SAVE THE DATEAIRC’s 8th Annual Conference

November 30 - December 3, 2016South Florida

www.airc-education.org


Thursday, December 3, 2015TIME EVENT ROOM

8:00 a.m. - 4:30 p.m. Registration Open Regency Ballroom Foyer

8:00 a.m. - 5:00 p.m. Exhibit Hall Open Regency Ballroom 1

8:00 a.m. - 9:00 a.m. Coffee in Exhibit Hall Regency Ballroom 1

9:00 a.m. - 10:00 a.m. Conference Welcome and Comments Regency Ballroom 2

10:00 a.m. - 10:30 a.m. Coffee Break in Exhibit Hall Regency Ballroom 1

10:30 a.m. - 11:45 a.m. Concurrent Sessions & Discussions• Online Application Systems• Agency - Educator Dialogue I: Student Transfers• Wanted: Agency to Work with a Small College• Does Disruption Mean Extinction?

South Tower 216South Tower 212/213South Tower 201Atlantic Ballroom 1 in CC2

12:00 p.m. - 1:30 p.m. Networking Lunch Regency Ballroom 2

1:45 p.m. - 3:00 p.m. Concurrent Sessions & Discussions• What Should I Expect After Signing the Contract?• Market Spotlight: Southeast Asia• Agency - Educator Dialogue II: Member Inquiries• Budgeting for International Recruitment

Atlantic Ballroom 1 in CC2South Tower 201South Tower 212/213South Tower 216

3:00 p.m. - 3:30 p.m. Coffee Break in Exhibit Hall Regency Ballroom 1

3:30 p.m. - 4:45 p.m. Concurrent Sessions & Discussions• Trends in Engagement of Agencies• Using Mobile Marketing to Recruit• Navigating Compensation Structures for ROI• Are Pathway Programs the Right Fit for Your Institution?

South Tower 216South Tower 212/213Atlantic Ballroom 1 in CC2South Tower 201

6:00 p.m. - 8:00 p.m. Reception Sponsored by ICEF Regency Ballroom 1 and 2

An overall Conference evaluation form is located inside this conference

program pages: 19 and 20. An overall Conference evaluation form is also in

the conference mobile app. Please take a few minutes following each session

to share your thoughts using evaluation forms found in each session room.

We greatly value your input and each year use your feedback to help plan next

year’s conference.

Share Your Thoughts


Thursday Session descriptions continued on following page

Thursday, December 3, 2015

10:30 a.m. - 11:45 a.m.

Does Disruption Mean Extinction? Looking Beyond Our Industry for Inspiration, Trends, and ForecastsConvention Center, 2nd floor, Atlantic Ballroom 1This session begins by reviewing some of the major disruptions in the international education industry, which will enable us to tease out several key trends around international student mobility in top sending and receiving countries. Areas covered include:•governmentregulationsandscrutiny,•economiccrisis,•educationandimmigrationreformsinmajormarkets,•e-learningandtechnology,•English-mediumprogramming,•mergers,closures,acquisitions,•verticalintegrationbusinessmodels.We then look beyond our industry to get inside the world of tomorrow’s consumer in order to ensure that our marketing strategies and techniques remain relevant and cutting edge. We’ll review rising trends and share inspiring examples from other industries such as youth travel, hotels, cruises, luxury, technology, finance, etc.Jacqueline Kassteen, Director, ICEF Monitor

Wanted: Agency to Work With a Small CollegeSouth Tower, Room 201Both agencies and small institutions often struggle to market small institutions and increase successful placements. Participants will hear from two small colleges and an AIRC agency about marketing institutions that have high quality academic programs but are not among the top 100 list. Discussion topics from both agency and institutional perspectives will include: finding the right market (country), setting realistic expectations, building relationships finding ways to support agency marketing efforts, conveying the right marketing message (moving beyond rankings), working with different agency placement models (F and J and transfer recruitment). Mary Marquez Bell, SUNY Old WestburyGary Bergman, College Study USCarol Mandzik, Alma College

8:00 a.m. - 4:30 p.m.Conference Registration Regency Ballroom Foyer

8:00 a.m. - 5:00 p.m.Exhibit Hall Open

8:00 a.m. - 9:00 a.m. Coffee in Exhibit HallRegency Ballroom 1

9:00 a.m. - 10:00 a.m. Conference Welcome and Opening CommentsRegency Ballroom 2

Conference Welcome, Introduction of Board and Special Guests

Opening Comments: AIRC at the CrossroadsJohn Deupree, Executive Director

10:00 a.m. - 10:30 a.m.Coffee Break in Exhibit HallRegency Ballroom 1

Concurrent Sessions and DiscussionsProgram Notes: • Agency/Educator Dialogues A key element of AIRC

is the capacity for open dialogue between recruitment agencies, educators, and others who represent different faces of student mobility. Most session time blocks include one “agency-educator dialogue” noted in the program as a discussion focused on specific questions. In these discussions the audience are the experts-and the dicussion will be based on an open dialogue moderated by agency and educator subject experts.

• 30 minute mini sessions New in 2015 are a few session blocks that are 30 minutes in length. Feel free to stay for both mini sessions for one hour or move to another on-going 75 minute session.

CONFERENCE PROGRAM


Agency- Educator Dialogue I - Student Transfer Issues and “Spot Admissions”South Tower, Room 212/213A student transfers from the agency partner institution shortly after arrival and neither the agency or the institution are happy. What can agencies and institutions do to reduce this likelihood and manage the implications? A U.S. institution or agency representing it advertises “On the Spot Admissions” decisions in its marketing materials. What does this really mean? Is this allowable under U.S. immigration regulations? What are the pertinent federal regulations about which institutions and agencies need to be aware?Ron Cushing, University of CincinnatiParminder Sall, SIEC

Online Application Systems – How to Make Them Work for Both Universities and AgenciesSouth Tower, Room 216Online application systems often create unanticipated problems for universities with an agency based recruitment strategy. Presenters will share their experiences in optimizing online student application systems to support the goals of both the agency and the university.Hilka Leicht, IEC Mike Schroder, California State University San Marcos

12:00 p.m. - 1:30 p.m.Networking LunchPick up boxed lunch in Regency Ballroom 2

1:45 p.m. - 3:00 p.m.

Budget 101South Tower, Room 216Review basic budget categories for implementing an active international recruitment plan. Estimate the costs of starting a new plan with one or two overseas trips. Review and compare the cost of two different types of recruitment road trips. Mary Marquez Bell, SUNY Old WestburyJeet Joshee, California State University, Long Beach

Thursday, December 3, 2015 continued

10:30 a.m. - 11:45 a.m. continued

What Should I Expect After Signing the Contract?Convention Center, 2nd floor, Atlantic Ballroom 1Active contracts require attention from both signatories. Experts from the Australian and UK markets with vast experience in agency management will discuss their strategies for maximizing the institutional – agency relationship once the contract has been signed. The session will describe the importance of institutional budgeting and planning for agency engagement and will cover how to get the most out of face to face visits, email communications, agency enhanced marketing plans and follow through. Sonya Singh, SIECStephen Connelly, Global Education Services Market Spotlight - Southeast Asia - Recruitment LandscapeSouth Tower, Room 201What is the current recruitment landscape in SE Asia? This session will discuss challenges and opportunities, marketing strategies, and agency strategies in Indonesia, Thailand and Vietnam and other emerging markets in the Southeast Asian regionIan Cann, ICEF

Agency- Educator Dialogue II - Managing Member InquiriesSouth Tower, Room 212/213Both AIRC Certified agencies AIRC member institutional members (particularly small colleges) frequently report frustration with prospective partners not responding to their inquiries. What is the disconnect and what are the solutions?Bryan Gross, Western New England UniversityShariful Khan, TPNL

3:00 p.m. - 3:30 p.m. Coffee Break in Exhibit HallRegency Ballroom 1


3:30 p.m. - 4:45 p.m.

Trends in the Engagement of International Student Recruitment Agencies by U.S. Higher Educational InstitutionsSouth Tower, Room 216What are agency adoption rates by U.S universities two years after NACAC’s decision to permit the use of incentive-based agents in international student recruitment? This session will summarize research on this question conducted by Bridge Education and StudentMarketing.Jean-Marc Alberola, Bridge Education GroupSamuel Vetrak, StudentMarketingBryan Gross, Western New England University

Using Mobile Marketing to Recruit International StudentsSouth Tower, Room 212/213International students live on their mobile devices and interact on social media daily. This interactive session is specifically designed to de-mystify mobile marketing complexities in new markets. Topics addressed include: mobile website design; audience engagement; mobile lead generation tools;. specific data about mobile marketing opportunities in the Middle East; and mobile marketing in the context of a larger student engagement plan. Session participants will receive a matrix comparing a range of current mobile marketing options.Carolyn Redmond, IDP EducationAngel Ahmed, InteadBen Waxman, Intead

Navigating Compensation Structures to Maintain Return on InvestmentConvention Center, 2nd floor, Atlantic Ballroom 1So, your institution’s agency pool is growing and each one is proposing a different compensation structure. How do you determine which compensation structure (or more) is the right fit for your institution? How do you measure the ROI to ensure the profitability of the relationship? Hear the

Thursday, December 3, 2015 continued

perspective from agents and institutions on this important, albeit sometimes uncomfortable, part of the agent-institution relationship.David Bushey, IDP EducationRon Cushing, University of CincinnatiKirsten Feddersen, Southern New Hampshire University

Are Pathway Programs the Right Fit For Your Institution?South Tower, Room 201Should your university consider engaging a pathway program to increase its international student population? This session will overview of the various types of pathway programs including internal ones created by the university, collaborative programs with foreign partner universities or organizations, and various types of third party pathway programs (ESL, Foundation) located on or near host university campuses. The presenters will discuss recruitment, management, logistical and budgetary implications for these models. In addition, the session will cover such topics as the potential benefits and risks of the different types of pathway programs, the impact on admission standards and student support services, potential competition with existing university units/offices, and pathway programs for large vs. small institutions.Pia Wood, University of Tennessee, KnoxvilleMary Marquez Bell, SUNY Old WestburyChalimar Swain, University of UtahCharles Nieman, Shepherd University

6:00 p.m. - 8:00 p.m.Reception Sponsored by ICEFRegency Ballroom 1 and 2Network with other conference participants. Appetizers and Drinks


Friday, December 4, 2015TIME EVENT ROOM

8:00 a.m. - 4:30 p.m. Registration/Information Desk Open Regency Ballroom Foyer

8:00 a.m. - 5:00 p.m. Exhibit Hall Open Regency Ballroom 1


9:00 a.m.- 10:15 a.m. Concurrent Sessions & DiscussionsObstacles to International Student Success on Your CampusFacilitating Second Chance Access for Dismissed Chinese StudentsHow to Make the Most of Your Recruitment TripTools for Accountability in Agency - Institutional Partnerships

South Tower 212/213South Tower 216

Atlantic Ballroom 1 in CC2South Tower 201


10:45 a.m. - 12:00 p.m. Concurrent Sessions & DiscussionsHow Top 10 Community Colleges Recruit What US Institutions Need to Know About Sub-AgentsAgency - Educator Dialogue III: Understanding Partner ExpectationsMarket Spotlight: Do WeChat?

Atlantic Ballroom 1 in CC2South Tower 216South Tower 212/213

South Tower 201

12:00 p.m. - 1:30 p.m. Luncheon Sponsored by Kaplan International Global PathwaysAIRC President ReportRecognition of Newly Certified Agencies

Regency Ballroom 2 and 3

1:45 p.m. - 3:00 p.m. Concurrent Sessions & DiscussionsThree-Way Recruiting Relationship: Institutions, Agencies and PathwaysFinding the Balance in Recruitment ChannelsAgency - Educator Dialogue IV: Understanding Partner ExpectationsCertified Agencies as Preferred Vendors (30 minute mini session)Build a Strategy: International Marketing (Sponsored-30 minute mini session)

Atlantic Ballroom 1 in CC2

South Tower 216South Tower 212/213

South Tower 201South Tower 201

3:00 p.m. - 3:30 p.m. Coffee Break in Exhibit Hall Regency Ballroom 2

3:30 p.m. - 4:45 p.m. Concurrent Sessions & DiscussionsBest Practices in Agency - Institution CommunicationUtilizing Student Mobility Data for Strategic Recruitment PlanningMarket Spotlight: India Market Development StrategiesAgency - Educator Dialogue V: Agency Service Fees

Atlantic Ballroom 1 in CC2South Tower 212/213

South Tower 201South Tower 216

5:00 p.m. - 6:00 p.m. Celebrating John Deupree’s Retirement Regency Ballroom 2

6:30 p.m. - 8:30 p.m. Reception Sponsored by Air Concepts The Landings


8:00 a.m. - 4:30 p.m.Registration/Information Desk OpenRegency Ballroom Foyer

8:00 a.m. - 5:00 p.m.Exhibit Hall OpenRegency Ballroom 1

8:00 a.m. - 9:00 a.m.Coffee in Exhibit HallRegency Ballroom 1

9:00 a.m. - 10:15 a.m.

Research Presentation: Obstacles to International Student Success on Your CampusSouth Tower, Room 212/213What do international students cite as the greatest obstacles to their success at US campuses? This session will present research which has been conducted by ELS, University of Cincinnati and IAU including differences cited as to what students’ biggest challenges are by nationality. The session will conclude with a discussion on solutions.David Anderson, ELS Language CentersRon Cushing, University of Cincinnati Departing From the Darkness of Dismissals: Co-Facilitating “Second Chance” Access and AccomplishmentSouth Tower, Room 216While many institutions have seen a pervasive influx of Chinese students, not all of the enrolled students are performing productively. This session will outline a program in which an agency and a U.S. institution collaborated to place several dismissed students in an institution and supported them with tailored, individualized tutoring to regain academic excellence and confidence before they transferred back to universities. The session will also detail how student progress is co-facilitated, improved and documented.Sandra Kimura, Associate Director, Whatcom Community CollegeAndrew Chen, Chief Development Officer, WholeRen Education Friday Session descriptions continued on following page

Friday, December 4, 2015

How to Make the Most of Your Recruitment TripConvention Center, 2nd floor, Atlantic Ballroom 1This session will begin with a discussion about the portfolio approach to international student recruitment. A variety of strategies for recruiting international students will be outlined, including marketing materials, high school visits, third party fairs, government-sponsored fairs, alumni recruitment activities, joint academic programs with partner institutions, university group trips, and agency-based recruitment. Strategies to recruit international students domestically will also be reviewed including partnering with community colleges, visiting embassies (educational offices) and working with sponsoring organizations. After this overview, detailed information will be presented about how to maximize these strategies during a recruitment trip. Advice and tips will be provided for recruiters on the ground for each of these strategies. Pia Wood, University of TennesseeAndy Ray, University of Tennessee Michael Wilhelm, West Virginia University Tools for Accountability in Agency - Institution PartnershipsSouth Tower, Room 201The AIRC Certification process includes verification that AIRC standards are being met, an on-site review of agency operations and a public comment and complaint forum which may result in investigation of certified agencies by the AIRC Certification Commission. In this session the presenters will briefly describe these processes and also offer tips for institutions on how to monitor best practice by their certified and non-certified agency partners and methodologies to instill ongoing best practice by their agency partners.Jennifer Wright, AIRCJon Weller, University of CincinnatiGeorge Beers, Foothill and De Anza Colleges



10:45 a.m. - 12:00 p.m.

Every School Has a Niche – How Three Top Ten Community Colleges Recruit International StudentsConvention Center, 2nd floor, Atlantic Ballroom 1Green River, Foothill and De Anza Colleges rank among the top 12 U.S. community colleges in international student enrollment. What is the secret of their success? This session will cover the evolution of the three institutions’ international growth including campus decision making and collaboration, marketing message, value proposition, and methodologies including articulation agreements and agency partnering. Participants will be offered the opportunity to ask questions and discuss their own institution’s challenges.Ross Jennings, Green River CollegeGeorge Beers, Foothill and De Anza Colleges

What Do U.S. Institutions Need to Know About the Role of Sub-Agencies?South Tower, Room 216Many certified agencies partner with other agencies to share student leads, institutional placement and other aspects of the agency-institutional relationship. How transparent are these relationships? Who is responsible for the students? What are agency best-practices in partnering with sub-agents? How does AIRC view sub-agents in the certification process? This session will explore these and other questions institutions may wish to consider in their agency partner contracts.Gary Bergman, College Study USMark Lucas, IAE Global

Agency Educator Dialogue III - Understanding Partner ExpectationsSouth Tower, Room 212/213In an institution-agency relationship, there are bound to be challenges. The discussion session provides both sides with an opportunity to voice what is most important to them in maintaining a healthy and constructive relationship to reduce frustrations and unrealistic expectations.Hilka Leicht, iec OnlineJeet Joshee, California State University Long Beach

Friday, December 4, 2015 continued

Market Spotlight: Current Student Trends in China: Do WeChat?South Tower, Room 201How do Chinese students chat? Do YOU chat? Are you on WeChat? Join us for a presentation about the changing ways Chinese students interact and learn about international study options. Learn how to evaluate traditional and emerging social media channels available in China and avoid common pitfalls that hamper successful recruitment in this country. Hear first hand stories from China experts about traditional and emerging marketing options universities and agencies are using to reach Chinese students. Review the changing economic conditions, demographic and regulatory trends and other factors that affect student recruitment in China. Ophelia Lee, Maxway EducationPatrick Colabucci, UCLA ExtensionYunxiang (Maggie) Li, Intead

12:00 p.m. - 1:30 p.m. Luncheon and Agency Certification Ceremony Sponsored by Kaplan International - Global Pathways Regency Ballroom II and III

Executive Director

Abraham Varghese, Senior Vice President, North America Partnerships, Kaplan International - Global PathwaysRoss Jennings, AIRC President, Green River CollegeJohn Deupree, AIRC Executive DirectorMike Finnell, AIRC Executive Director DesignateJennifer Wright, AIRC Director of CertificationGeorge Beers, AIRC Certification Commission, Foothill and De Anza Colleges



1:45 p.m. - 3:00 p.m.

The Three-Way Recruiting Relationship: Institutions, Agencies and Pathway ProvidersConvention Center, 2nd floor, Atlantic Ballroom 1Universities and pathway programs both have direct relationships with agencies which can often evolve into a three-way recruiting relationship. This panel will explore both the opportunities and challenges of this three-way relationship and will include practical examples of how to leverage it.Steve Harvey, Cambridge Education GroupKrista Northup, Cambridge Education GroupTim Angle, California State University, Monterey Bay May Arthur, EC English Language CentersMark Lucas, IAE Global

Finding the Right Balance: Maximizing Effectiveness of Your International Recruitment ChannelsSouth Tower, Room 216As the world of international student recruitment grows more competitive, how can U.S. institutions and agencies continue to identify and attract best-fit international degree-seeking, undergraduate students? A panel of experts, well-versed in international student recruitment, admission, and enrollment management, will discuss recent student mobility trends and outline approaches and strategies being applied by different types of universities. This session will also explore how different recruitment channels within multiple contexts can be measured and optimized to achieve an institution’s enrollment management goals.Clay Hensley, The College BoardLily Fong, John Carroll UniversityRylan Good, Juniata College

Agency Educator Dialogue IV - Understanding Partner ExpectationsSouth Tower, Room 212/213In an institution-agency relationship, there are bound to be challenges. The discussion session provides both sides with an opportunity to voice what is most important to them in maintaining a healthy and constructive relationship to reduce frustrations and unrealistic expectations.Kirsten Feddersen, Southern New Hampshire UniversityPalle Steen Jensen, Edu Danmark

1:45 p.m. – 2:15 p.m. Mini Presentation

(30 minutes)Certified Agencies as Preferred Vendors for State InstitutionsSouth Tower, Room 201The State of Texas appointed AIRC (certified agencies) as the preferred vendor for State contracts in their procurement process. How does this process work and how does it benefit both the institutions and the agencies?Ryan Buck, Texas State University

2:30 p.m. – 3:00 p.m. Mini Presentation

(30 minutes)How to Build a Strategy for International MarketingSouth Tower, Room 201Are you having a hard time entering new markets? Are you struggling with marketing channels, despite them often not working as they should? Join industry strategist Samuel Vetrak, who will share his 14 years of experience in international recruitment at this mini-session. Use this opportunity to discuss your marketing with him, and find out what specific steps your institution needs to take to stay ahead of the curve. Samuel Vetrak, Student Marketing

3:00 p.m. - 3:30 p.m.Coffee Break in Exhibit HallRegency Ballroom 1

Friday Session descriptions continued on following page


3:30 p.m. - 4:45 p.m.

Best Practices in Effective Agency-Institution CommunicationConvention Center, 2nd floor, Atlantic Ballroom 1Communication is critical in any relationship. Effective communication in an agency-institution partnership can contribute greatly to tangible success. In this session, best practice communication strategies between agencies and institutions will be presented and discussed.Carolyn Redmond, IDP EducationAnna Harrison, Duquesne University

Inform Your International Recruiting Plans With Current Student Mobility DataSouth Tower, Room 212/213Which international markets are now the best recruiting targets for your international student enrollment plans? At this session, The College Board and Intead will present the latest data available on trends in international student mobility and how to use the data to inform your digital and off-line marketing efforts. Participants will learn how data can support their partnerships with international recruiting agents and universities overseas. Participants also will learn how data and analytics can support their plans to attend international student fairs.Clay Hensley, The College BoardJennifer Gruenewald, Director, International Student and Scholar Services, University of Wisconsin, MilwaukeeBen Waxman, Intead


Market Spotlight: India Market Development StrategiesSouth Tower, Room 201Recruitment in India has evolved in view of strategies adopted by other countries. A panel of experts in the Indian market will guide the audience on the future path for institutions to create a stable supply source for students from India.Sushil Sukhwani, Edwise InternationalGeorge Burke, University of AlbanyMike Henniger, ICEFJohn Pomeroy, University of Albany

Agency - Educator Dialogue V - Agency Service Fees - Reality or Rip Off?South Tower, Room 216Agencies may charge fees to students which range from a few hundred dollars to many thousands. What do these fees cover? Are they fair and reasonable? What limits can or should institutions impose on such fees? Gary Bergman, College Study USJonathan Weller, University of Cincinnati

5:00 p.m. - 6:00 p.m.Celebrating John Deupree’s RetirementRegency Ballroom 2Help the AIRC Board and staff wish John Deupree a very happy retirement. A short program will be followed by a toast.

6:00 p.m. - 8:30 p.m.Reception Sponsored by Air Concepts

The Landings – Across Second Floor Walkway to the Landings Canal Front

Cash Bar. Pick up two free drink tickets from Air Concepts exhibit in Regency Ballroom 1.


8:00 a.m. - 12:00 p.m.Registration/Information Desk OpenRegency Ballroom Foyer

8:00 a.m. - 11:00 a.m.Exhibit Hall OpenRegency Ballroom 1


9:00 a.m. - 10:15 a.m.

9:00 a.m. – 9:30 a.m. Mini Presentation

(30 minutes)ECE and AIRC - Document Authenticity and AIRC StandardsSouth Tower, Room 316What role can and should AIRC play in monitoring and enforcing document authenticity in transactions between agencies and institutions? AIRC and ECE have partnered to identify best practices in document registration, transfer, and monitoring in two pilot countries-China and India. Hear from AIRC and ECE staff on plans and timetables for this project-and contribute your thoughts and ideas.Majka Drewitz, ECEMike Finnell, AIRC

9:45 a.m. – 10:15 a.m. Mini Presentation

(30 minutes)Maximizing Your Professional and Partnership Development Through AIRC Member ResourcesSouth Tower, Room 316The Online Directory and Resource Library are two key AIRC member benefits. In this mini-session, AIRC members will learn how to maximize their membership through the use of these online tools. The presentation will focus on profile creation, searching for/connecting with other members, and understanding the library’s content and classification system.Laura Hirst, AIRC

All Hands on Deck: Collaborating with Student Affairs Colleagues in International Student ServicesCrystal Room - Lobby LevelThe ability to provide exceptional services to international students is partially dependent upon stakeholders based outside of the international student office. This session explores strategies for increasing collaboration between the international student office and student affairs units. Participants will leave the session with an enhanced understanding of the core values embedded within the student affairs profession and practical ideas for appealing to these values in order to increase collaboration and improve services for international students on their campuses.David DiMaria, Montana State UniversityLily Fong, John Carroll University

Saturday, December 5, 2015

Saturday Session descriptions continued on following page

TIME EVENT ROOM

8:00 a.m. - 12:00 p.m. Registration/Information Desk Open Regency Ballroom Foyer

8:00 a.m. - 11:00 a.m. Exhibit Hall Open Regency Ballroom 1


9:00 a.m. - 10:15 a.m. Concurrent Sessions & Discussions• AIRC Credential Authenticity Initiative (30 minute mini session)• Maximizing Your AIRC Membership (30 minute mini session)• Legal Implications of External Contracting: AIRC’s Law Firm• All Hands on Deck: Collaborating with Student Services

South Tower Rooms316316314Crystal Room - Lobby Level


10:45 a.m. - 12:00 p.m Envisioning the Future: Challenges and Opportunities in International Recruitment:

Crystal Room - Lobby Level

12:00 p.m. Conference Ends


Thank you for joining our discussion.

Saturday, December 5, 2015 continued

10:45 a.m. - 12:00 p.m. Closing Plenary: Envisioning the Future: Challenges and Opportunities in International RecruitmentCrystal Room, Lobby Level Ocean SideSuccess and longevity in the field of international recruitment depends in part on the ability to adapt to changing market forces. AIRC member representatives and other market experts will share their ideas on how a dynamic market informs their business strategies, likely future trends in international recruitment and how may these affect AIRC and its members. All participants will be invited to discuss and contribute to the presentations as the capstone of this year’s conference.Moderator: Geraldine de Berly, Syracuse UniversityMay Arthur, EC EnglishPhil Honeywood, IEAAPalle Steen Jensen, EDU DanmarkJaqueline Kassteen, ICEF MonitorJeet Joshee, California State University, Long Beach

12:00 p.m.Conference Ends

Legal Implications of External Contracting: AIRC’s Law FirmSouth Tower, Room 314A representative from Cooley, LLP, AIRC’s legal advisers, will discuss the legal risks associated with partnering with external recruiting, marketing, and/or pathway firms (particularly abroad) as well as common contract provisions and best practices for working with counsel to mitigate those risks. Paul Thompson, Cooley, LLP


2015 CONFERENCE—OVERALL ASSESSMENT(Please complete both sides of this form)

Name (Optional): __________________________________________________________

Affiliation: Institution___ Agency___ Pathway___ Non-AIRC Member___ Other___

A. Rate your Responses on a of 1 (Low) to 5 (High) Conference met my learning objectives needs and expectations 1 2 3 4 5 N/A Comments:

Conference sessions overall were useful and informative 1 2 3 4 5 N/A Comments:

The 30 minute mini-session format was effective and instructive 1 2 3 4 5 N/A Comments:

There were sufficient networking opportunities 1 2 3 4 5 N/A Comments:

The conference connected me with exhibitors/sponsors whose services I could use at my organization 1 2 3 4 5 N/A Comments:

Continued on next page


20 AIRC SEVENTH ANNUAL CONFERENCE December 2-5, 2015 20 AIRC SEVENTH ANNUAL CONFERENCE December 2-5, 2015

The hotel facilities were suitable and adequate 1 2 3 4 5 N/A Comments:

B. Your Appraisal and Assessment Session you found offered the most interest and value—and why:

Session you found offered the least interest and value—and why:

Additional topics/speakers you recommend for the 2016 Conference:

What programs or activities would you like AIRC to offer members between our annual conferences?

I would be interested in volunteering to help plan the AIRC 2016 conference

(please list name and your email) _____________________________________________________


Vedu.AIRC.4.25wx5.5h.outlines.indd 1 11/3/2015 3:47:59 PM

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Moscow Mar 2016

Beijing Oct 2016

Dubai Feb 2016

São Paulo Sept 2016

Berlin Nov 2015 Istanbul

Feb 2016

Liverpool Sept 2016

Melbourne Apr 2016

Toronto May 2016

Miami Dec 2015

Seoul Feb 2016

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Mexico City Mar 2016

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ICEF Events

Global WorkshopsFor educators, service providers and agents from all over the world

ICEF Higher Education Workshop, Liverpool, UK Sept 10 - 12, 2016

ICEF Berlin Workshop, Germany Oct 30 - Nov 01, 2016

Regional WorkshopsFor educators and service providers from all over the world and agents from specific countries and regions

ICEF Dubai Workshop, UAE Feb 01 - 03, 2016

ICEF Moscow Workshop, Russia Mar 18 - 20, 2015

ICEF Latin America Workshop, São Paulo, Brazil Sept 22 - 24, 2016

ICEF Beijing Workshop, China Oct 12 - 14, 2016

Destination WorkshopsFor educators and service providers from Canada / USA or Australia / New Zealand and agents focussed on these study destinations

ICEF North America Workshop - Miami, USA Dec 07 - 09, 2015

Australia New Zealand Agent (ANZA) Workshop, Melbourne Apr 13 - 15, 2016

ICEF North America Workshop - Toronto May 12 - 14 , 2016

Agent RoadshowsFor international educators and selected agents from key markets

ICEF Japan - Korea Agent Roadshow, Tokyo & Seoul, Feb 23 - 25, 2016

ICEF Mexico - Colombia Agent Roadshow, Mexico City & Bogotá Mar 01 - 04, 2016

ICEF Thailand - Vietnam Agent Roadshow, Bangkok & Ho Chi Minh City Jun 14 - 16, 2016

Agent FocusFor educators and service providers focussing on key / emerging markets

ICEF Turkey Agent Focus, Istanbul Feb 08 - 09, 2016

Partnership ForumFor international Higher Education Institutions

ICEF Higher Education Partnership Forum, Liverpool, UK Sept 13, 2016

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