46
Improve international student connections with ActiveMatch Jamie O’Connell Hobsons London, UK | February 2017
I m p r o v e i n t e r n a t i o n a l s t u d e n t c o n n e c t i o n s w i t h A c t i v e M a t c h
Jamie O’ConnellHobsons
London, UK | February 2017
1
2
3
4
Our vision for: • Advising in schools with Naviance• Connecting best fit students and institutions with Matching solutions
Naviance & ActiveMatch for UK institutions
What’s coming next
Agenda
Any questions
Our vision
Connecting learning to life
Our mission at Hobsons is to empower students to connect learning to life by making informed choices across a lifetime of education decisions
Self-DiscoveryCareersExploration
Academic Planning
UniversityPreparation
University and Careers Readiness
Naviance
Naviance is the world’s most widely used university and career planning tool for K-12 schools and districts.
• Over 12,000 schools worldwide
• Over 11,000 schools in the US (6,500 high schools)
• Reaches 40% of US high schools students
• 7.8 million colleges “added to list” annually
• 5.9 million indication of college applications
annually
• 114 million college profile views annually
Self-Discovery
Career Exploration
Academic Planning
University Preparation
Naviance State Reach by % of Students
95-100%
70-94%
40-69%
10-39%
1-9%
Matching with Hobsons
Hobsons Matching Solutions today
Inform Match Connect Advise
University Profiles ActiveMatch Plus
Enhanced Naviance university profiles to improve information, visibility, and engagement
new profile pages launched at the end of 2016
University Profiles (Hub Pages)
Directly engage with best-fit students who are more likely to apply and enrol
ActiveMatch Plus
ActiveMatch Plus
Competitive
State, Universities of Interest
Self-Matching
State, Expressed Interest in
Your Institution
Ethnic Diversity
State, Class Year, GPA
Range, Race/Ethnicity
Economic Diversity
State, Class Year, GPA
Range, Attending School with
High FRL Rate
Community College
Zip Code Radius
Student Interest Admissions Optimization
Matching with students who are more likely to advance
Text HereText Here
apply
admit
enroll
persist
complete
National AverageMatching & Name Services inquiry
Hobsons AverageActiveMatch Plus (Class of 2016)
National Avg Source: Eduventures, Benchmarking Admissions Operations 2014
5%
3%
1%
78%
41%
9%
Percentages are represented as the portion of overall inquiries to convert to each stage.
Naviance and ActiveMatch for UK institutions
# H U E M E A 1 7
UK institutions and Naviance
2016 figures across all UK institutions:
Student / guidance councillor shared data
Total
Considering/short
listed
Total Applied Total Accepted Total Enrolled% short list who
apply
19,600 9,596 4,590 950 49%
2016 average across all UK institutions:
Student / guidance councillor shared data
Average
Considering/short
listed
Average AppliedAverage
AcceptedAverage Enrolled
Average % short
list who apply
117 57 27 6 29%
# H U E M E A 1 7
2016 top 10 shortlisted UK institutions in NavianceStudent / guidance councillor shared data
InstitutionConsidering/
short listedApplied Accepted Enrolled
% short list who
apply
University of St Andrews 2838 1830 945 262 64.48%
University of Oxford 1592 449 65 31 28.20%
University of Edinburgh 1370 758 465 115 55.33%
King's College London (University of London)
1264 743 340 7158.78%
University of Cambridge 909 237 30 10 26.07%
University of Glasgow 728 333 186 24 45.74%
University College London 670 386 179 18 57.61%
Richmond 639 380 197 24 59.47%
The London School of Economics and Political Science
433 215 46 1249.65%
University of East London 386 166 81 12 43.01%
# H U E M E A 1 7
Top 10 states for showing interest in UK institutions
State
Number of students
shortlisting UK
institutions 2016
CA 3,893 NY 2,499 MA 1,707 TX 1,450 NJ 1,225 CT 1,139 IL 865
MD 828 PA 689 VA 688
# H U E M E A 1 7
ActiveMatch for the UK
2016/17 Pilot - Matching UK institutions with US high school students
Aim:
• Supporting brand exposure and awareness
• Supporting UG recruitment
Initial pilot with 8 institutions:
• Hub page/ Profile
• Matching filters
• Direct engagement with connected students
Comparison of Naviance conversion funnel Pilot institutions 2016 v’s 2017
2016 ½ 2017
52
6
Shortlisted
Applied
Accepted
Enrolled
Profile views
128 119
34
597
-
74
41
6
31
Connections
# H U E M E A 1 7
What we’ve learned on the way
• Matching greatly increases ‘Profile views’
• An enhanced profile and student engagement increases ‘shortlists’
• There is a need for UK specific profile fields, flexibility to share:– How to apply
– Reputational indicators (e.g. rankings)
– Specific subject and course information
– Funding/scholarships
– Support services e.g. airport pickup
• Matching filters – broadening the net as wide as possible
• Language considerations (e.g. Russell group v’s ‘UK equivalent of Ivy League’)
What’s coming next
# H U E M E A 1 7
Coming soon…
• Detailed monthly report for our ActiveMatch customers to track shortlisted students, connections etc.
• Matching platform (summer UK)– Update your own content hub page, update your own images etc. webtour
– More export control
– Analytics
• Launch international match summer this year
• Events promotion and signup (September)– public events and school visits
• Major search overhaul– Saved filters for students including international study
Hobsons Matching Solutions
Inform Match Connect Advise
College Profiles ActiveMatch Plus
ActiveMatch Events
Counselor Community
increasing reach and in-person connections with best-fit students
ActiveMatch Events
ActiveMatch Events
Help students discover university events
Notify students of recommended events via best-fit filters
Register via Naviance to instantly notify universities
Student Registration Fields
• First Name
• Last Name
• Birthdate
Matching Criteria Includes
• Location
• Gender
• GPA
• Grade (graduation year)
• Race/Ethnicity
connecting with best-fit international students
Reaching International Students
ActiveMatch Plus Filters for International Students
Middle East & North Africa~10k Juniors & Seniors
South Asia~9k Juniors & Seniors
Southeast Asia~19k Juniors & Seniors
East Asia~27k Juniors & Seniors
US College Profile Personalization for International Students
Content personalized for
international students:
• Photos & Videos
• Application links
• Data & information
• Featured students,
programs & alumni
a community for HS counsellors and HE admissions counsellors
Counsellor Community
Colleges &
Universities
HS Students HS Staff
Current HE Staff
Perspective
Current HS Staff
Perspective
The Future of
Matching
8.5m+
Students
200,000+ Staff
at 6,500+ High Schools
Counselor Community
An active community of Naviance HS counselors and college admissions
representatives including the following key functionality:
• Profiles for all US high schools (including enrollment & demographic info) with
enhanced profiles for 6,500+ Naviance schools (including student admissions
behavior and college-specific applicant and prospect info)
• Directory of counseling staff for all Naviance high schools
• Ability to connect to counselors and develop a dynamic network that is kept
up-to-date (and that can be exported to your CRM)
• Ability to define territories to increase connection of regional reps to schools
• Direct messaging to individual and groups of counselors
• Turnover management to help new reps connect to networks of previous reps
• Standard community functionality (search, user profiles, feed content, groups,
follows)
HS Institutional Profiles HE Institutional Profiles
Admissions RepsHS Counselors
HS
Feed
Content
HE
Feed
Content
connect
follow
The Counsellor Community brings together Naviance high school counsellors and higher
education admissions staff. Admissions representatives can develop a dynamic network of
counsellor connections, discover and explore high schools, and collaborate with the broader
admissions community.
Counsellor Community
Community Search
Search for people and
institutions by name
Advanced search for
schools using multiple
school characteristics
Advanced search for
counselors using
individual and school
characteristics
Profiles for all US high
schools
Enhanced profiles for
Naviance schools
(including international)
Ability to follow high
schools for updates
High School Profiles
View and connect to
counseling staff at
Naviance schools
Demographic and
enrollment behavior for
students at each school
High School Profiles
College profile access
for Naviance counselors
Post updates specific to
counselor audience
List your admissions
staff with territories so
counselors can easily
connect
HE Institution Profiles
Develop a dynamic
network of connections
that stays up to date
Categorize connections
for messaging
Easily manage staff
turnover with the ability
to connect to previous
staff’s connections
Community Connections
Community Groups
Collaborate with high
schools and other
admissions offices to
develop best practices
Connect with local and
regional groups
Get updates and market
research from Hobsons-
led groups
# H U E M E A 1 7
In closing
• Your institution is on Naviance today, check your data is up to date
• Activematch represents an exciting opportunity to reach highly engaged international students at the right time in the right place.
• Initially with US students International student matching by region later this year
• Updates coming for UK institutions to support ‘advising’ and outreach activities
– Event matching
– In the future you can be part of a community of guidance councillors and advisors
