© Intead 2017. All Rights Reserved. North America Workshop, Miami – December 2017 © Intead 2017. All Rights Reserved. North America Workshop, Miami – December 2017
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A Fun Start: How Long to Acquire 50 Million Users?
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Data, Data, More Data
All the stuff you already know (in 3 min)
Resources We Like and Use
Decisions Derived from Data
Discussion Topics
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Deliberately Build a High Quality Partner Network
Build Deliberate Relationships
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Take a Holistic Approach
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Be Mobile Friendly
Number of Global Users (in Millions)
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Be Nimble (as an institution…?)
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Be Creatively Engaging
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Build Reliable Processes
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User-generated content can generate 6.9x higher engagement than brand generated content on Facebook Source: Mavrk 2/17
Students As Messengers
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Build a Reliable Marketing System
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Build a Reliable Marketing System
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Make the Tough Budget Decisions with Data
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Data, Data, More Data
All the stuff you already know (in 3 min)
Resources We Like and Use
Decisions Derived from Data
Discussion Topics
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Do You Use Google Analytics to Support Your Decision Making?
Ahhhh! 50% of you using GA don’t check the data
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SOURCE: Institute of International Education. (2016). Retrieved from http://www.iie.org/opendoors
1%
3%
UNDERGRADUATEGrowth from 2015 to 2016
+7.1%
GRADUATEGrowth from 2015 to 2016
+6.0%
New International Student Enrollment: 2007-2017
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Source: IIE Open Doors: FALL 2015 SNAPSHOT SURVEY OF INTERNATIONAL STUDENTS
n=177 Institutions
Factors Driving Increases in International Student Enrollments: 2015 – 2016
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Mystery Shopper Email Inquiries
Response Rates:60 Institutions randomly selected from US, Australia, Canada
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NONE
0%
Mystery Shopper International Student Fairs
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Our Persona: Aahana, Age 22
International student from India
Academic Interest
business administration
Geographic Interest
US, Canada, New Zealand or
Australia
Mystery Shopper Social Media Inquiries
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n=80 Institutions
28,75 %
71,25 %
No Response
Response
Response Rates
23 institutions did not respond on either platforms
57 institutionsresponded at least on one platform
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US Canada New Zealand & Australia0
5
10
15
20
25
22,15
4,582,04
Ave Response Time / Region (hrs)
n=80 Institutions
© Intead 2017. All Rights Reserved. North America Workshop, Miami – December 2017 © Intead 2017. All Rights Reserved. North America Workshop, Miami – December 2017
Data, Data, More Data
All the stuff you already know (in 3 min)
Resources We Like and Use
Decisions Derived from Data
Discussion Topics
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• Website design
• Travel decisions
• Social media/digital advertising
• Email content
• Alumni participation
Data & Analytics Will Help You Plan
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Which Degrees/Programs?
Which Countries?
Which Cities and Fairs?
Which Pathways?
Which Marketing Tools?
How Much to Invest?
Where to find YOUR students
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Approximately 427,000 international undergraduate students in the U.S. in 2015/16
SOURCE: Institute of International Education. (2016). "International Students by Academic Level and Place of Origin, 2015./16" Open Doors Report on International Educational Exchange. Retrieved from http://www.iie.org/opendoors
Growth
Flat
Which Countries?
Small Set of Countries Drive Growth
Used with permission from College Board.
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Top 8 Senders to US of Undergrads
Country 2014 2015 2016 2013~2014 YOY 2014~2015 YOY 2015~2016 YOY
China 110,550 124,552 135,629 18% 13% 9%
Saudi Arabia 26,865 30,861 33,952 30% 15% 10%
South Korea 36,992 34,651 32,695 -3% -6% -6%
India 12,677 16,521 19,302 0% 30% 17%
Vietnam 11,886 12,449 14,390 4% 5% 16%
Canada 13,916 13,131 13,223 4% -6% 1%
Mexico 8,311 8,210 9,640 4% -1% 17%
Japan 9,155 8,877 9,285 0% -3% 5%
Rest 140,372 149,572 159,197 6% 7% 6%
Total Int'l Undergraduate Students
370,724 398,824 427,313 9% 8% 7%
• Annual growth rates of China and Saudi Arabia continue to slow.• S. Korea shows declines for the 4th straight year, giving up #2 spot to Saudi Arabia• Strong growth from India, Vietnam, and Mexico.
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EAST ASIA & THE PACIFIC
+4%
AMERICAS+1%
EUROPE & EURASIA+4%
+7%
SUB-SAHARAN AFRICA
+4%+14%
SOUTH & CENTRAL
ASIA
MIDDLE EAST & NORTH AFRICA
5-Year Compound Annual Growth Rate of SAT Reasoning Exam
Aspiration to Study in the US. But…
2.5x more score reports were sent to non-U.S. institutions
by international students in 2016 compared to 2011
Test Takers, AY2010-2016
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Latest OECD Data: Global Growth of Student Mobility Is Flattening
Download: http://www.oecd.org/edu/education-at-a-glance-19991487.htm
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2014 2015 20160
200.000
400.000
600.000
800.000
595.569 644.233471.728
173.062 212.018
246.614
Issued Denied
23% Denied 25% Denied 34% Denied
SOURCE: US Department of State Visa Office, http://travel.state.gov
Growing Reports of Visa Denials: F1 Visa Stats We Are Following
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20132014
20150
20.000
40.000
60.000
80.000
100.000
120.000
2004/05
2006/07
2008/09
2010/11
2012/13
2014/15
20052007
20092011
2013
Secondary2016: 81,981
Intensive English2016: 108,243
Community College2016 : 95,376
International Student Pipelines in U.S.
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F1 Visa Growth: International High School Students
84,000 Total in US Pvt HS in 2015
SOURCE: The Council on Standards for International Educational Travel. http://www.csiet.org/
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Top Countries of Origin for F1 High School Students in 2015
China
South
Korea
Vietnam
Mexico
Brazil
Canad
a
German
y0
10.000
20.000
30.000
40.000
50.000
43.978
9.563
4.724 3.549 1.983 1.879 1.477
SOURCE: The Council on Standards for International Educational Travel. http://www.csiet.org/
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Source: IIE Globally Mobile Youth, Trends in International Secondary Students in the United States, 2013–2016, Christine Farrugia, Ph.D.August 2017
Top Countries of Origin for F1 High School Students 2013-2016
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Top 10 Concentrations of Immigrant Communities Living in US
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Chinese and Indian Students Study…
Which Programs Should I Promote?
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SELECTED FIELDS OF STUDY % of total % change
Business and Management 20.2 4.8
Engineering 20.2 15.6
Math and Computer Science 11.6 23.5
Social Sciences 7.8 4.9
Physical and Life Sciences 7.6 4.8
Fine and Applied Arts 5.8 10.9
Intensive English 5 12.2
Health Professions 3.4 4.5
Communications and Journalism 2.1 7.9
Education 1.8 -1.1
Humanities 1.8 -2.4
Legal Studies and Law Enforcement 1.4 8.5
Source: IIE Open Doors, 2015 Fast Facts
Hidden Data GemsAgriculture 1.3 15.4
Which Programs Should I Promote?
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Surprise: They are on their phones …we all are!
Which Channels Should I Use?
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India 10.4 K
China 28.4 K
~500
~1,500
Google Analytics shows drop off in international visitors from home page to targeted international student content
Website Design and Content Decisions
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Google Analytics also shows where your website visitors are coming from, down to the city, to inform your travel decisions.
Travel Decisions
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Publicly available Linked In data.
Alumni Engagement Decisions
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Tracking Fair PerformanceComparison of Leads by Fair Provider # of students vs. # of bad email addresses based on hard bounces from first follow-up email
Which Education Fairs Are REALLY Valuable?
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https://studyinthestates.dhs.gov/sevis-by-the-numbers
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2016 White Book of China’s Study Abroad from XDF.CN
Do Chinese Parents Evaluate Differently Than Chinese Students?
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(Percentage of respondents who chose each category)
Important Messages
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Source: Mapping Internationalization on U.S. Campuses, ACE, 2017 Edition
Agents as Messengers: Significant Growth in Use
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Students and Political Climate
49% increase in students saying cultural and political environment pushes them away from applying
40% Agents unlikely or significantly unlikely to recommend US as a study destination with US Travel Ban Executive Orders in place
IIE 2017 Open Doors Report
Agents and Political Climate
Political Headwinds
Feb 2017 Survey of 556 agents in 65 countries
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Source: AACRAO’s 2014-2015 State of CRM Use in Higher Education Report
75% are not maximizing the
use of their CRM
59% Indicated their institution
has been “moderately successful” in the use of
their CRM
70% of CRM initiatives fail to achieve their expected objectives
Source: Cap Gemini Ernst & Young
Which Tech/CRM Platform Should I Use (and how do I implement)?
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Biggest Roadblocks to “Maximizing the Use” of the CRM
#1 - Time to learn and implement
#2 - Having the people to do the work
Download: http://info.intead.com/download-our-crm-planning-guide
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Customer Relationship Mgmt. Software Campaign Launch & Track
• Organic searches
• Referrals from other sites
• Social media sites
• Paid search &Social campaign ads
• Other visitor activity
Identify Your Best Channels Identify Your Best Messaging
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Engage in Continuous Feedback and Improvement
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2 Days
11 Week
2EMAIL
32 Weeks
41 Month
Prospect
CONTACT FORM
… engage prospective students with relevant content,and increase your conversion rate!
Application Submitted Student
Admittedand
Enrolled
Personas and Automated Marketing Platforms Create Efficiency, Improve Yield
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Digital Campaign: January 15 Application Deadline
NOTE: All figures are fabricated but fall within reasonable ranges for each tactic
Essential Analytics: Campaign Dashboard
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Data, Data, More Data
All the stuff you already know (in 3 min)
Resources We Like and Use
Decisions Derived from Data
Discussion Topics
© Intead 2017. All Rights Reserved. North America Workshop, Miami – December 2017 © Intead 2017. All Rights Reserved. North America Workshop, Miami – December 2017
External Sources• IIE Open Doors
• Google Analytics
• Linked In
• iGraduate International Student & Agent Barometer – Benchmarking
Use Data
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Internal Sources• Admitted Not Enrolled Survey – helps identify target messaging
• International Student Focus Groups
• Tracking Incomplete Applications – helps convert previously engaged leads
• Lead Engagements (international fair leads and email campaign open rates
and click rates) – helps identify best engagement marketing
Use Data
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https://www.iie.org/Research-and-Insights/Publications/Shifting-Tides-Understanding-International-Student-Yield-for-Fall-2017
IIE Download
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Learn More With Us: www.intead.com/intead-digital-audit
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Learn More With Us: www.ISRBootcamp.org
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International Student Recruitment Bootcamp Keynote Speakers and Faculty
Keynote Speakers Just Some of Our Expert Faculty
Paul HofmannAssociate Vice President for International AffairsCalifornia State University, Sacramento
Dr. Philomena (Philly) MantellaSenior Vice President of Enrollment and Student Life & CEO of the Professional Advancement Network (PAN) at Northeastern University
Dr. Rahul ChoudahaCEO and Co-founder - DrEducation
Rosie EdmondDirector of International Admissions Ohio Northern University
Patrick ColabucciDirector, UCLA Extension/ Business Development Manager, UCLA Global Online
Dr. Kevin MergesExecutive Director of Global Education Programs Rutgers Preparatory School
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http://educationagentreviews.com/Created by Anna Harrison
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Lots more free analysis and resources here: www.intead.com
Regional Analysis Of Student Motivations
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Lots more free analysis and resources here: www.intead.com
But Wait! There’s More…
Contact: Ben Waxman, CEO and [email protected]