Engaging Students Virtually Throughout the Enrollment Cycle
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The document discusses strategies for engaging international students virtually throughout the enrollment cycle. It summarizes findings from a study on international student expectations that found institutional brand is the top reason for studying abroad. It also found students need the most help with financial decisions and visa applications. The document recommends recruiting students multiple times throughout the cycle via virtual events. It provides examples from various universities that increased international enrollment and yield through virtual recruitment strategies like live chats and video events.
Engaging Students Virtually Throughout the Enrollment Cycle
- 1. Live Where Your Audiences Live: Engaging Students Virtually Throughout the Enrollment Cycle Marty Bennett, Manager of International Partnerships CollegeWeekLive Mary Ellen Brewick, Director of International Marketing & Recruitment University of Idaho Jason Hall, International Marketing & Recruitment Manager Oregon State University
- 2. Marty Bennett Manager of International Partnerships, CollegeWeekLive @CWLIntl @martybennett
- 3. Overview 2nd Annual Study on the Expectations of International Students • What motivates (and prevents) international students to attend a foreign university? • What interactions influence international students’ choice of university? • Which aspects of the enrollment process do international students need the most help with? • How can admissions capture the attention of international students & their families
- 4. About the respondents More than 2,400 respondents from 164 countries
- 5. Institutional brand #1 reason to study abroad What factors influence the decision to attend university outside of the home 0% 10% 20% 30% 40% 50% 60% 70% Parents studied abroad No graduate education opportunties in home country Avoid home country tests and requirements No post-undergrad career oportunities No post-high school career opportunities Siblings studied abroad Government funding Interested in studying with particular professor No higher education opportunities in home country Private scholarship offered Currently attending international high school Interested in a particular university country?
- 6. Yet - most international students do not appear to be locked into one campus How many colleges do students intend to apply to? 17% 38% 21% 7% 4% 12% 40% 35% 30% 25% 20% 15% 10% 5% 0% 1 - 2 3 - 5 6 - 10 11 - 15 More than 15 Don't know
- 7. Funding & Safety Are Top Concerns What are students' concerns about studying 0% 10% 20% 30% 40% 50% 60% 70% I don't have any concerns Other Cultural differences My parents are concerned Language barrier No friends or family nearby Safety on campus Safety in surrounding area Funding abroad?
- 8. Students need most help with Financial Decisions & Visa Applications Which aspects of the enrollment process do students 0% 10% 20% 30% 40% 50% 60% 70% 80% English language prep (TOEFL/IELTS) Standardized test prep (ACT/SAT) Deciding where to enroll Traveling to colleges Moving to campus Completing applications Researching colleges Deciding where to apply Writing application essay Applying for a visa Financial decisions need help with?
- 9. Prospective students highly value conversations with campus representatives & current students How influential are the following experiences in the application decision? (1-5 scale, 5=most influential) 0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 University Facebook Independent counselor Local education/U.S. office Guidance counselor Brochures College search sites Campus tour Student conversations Conversations with reps College rankings University website
- 10. Prospective students highly value conversations with campus representatives & current students Interest in using the following resources to communicate with college representatives (1-5 scale, 5=highest interest) 0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5 Text messaging Webcam call Social media Live video Webcast Phone Campus tour Live chat (IM) Traditional college fairs E-mail
- 11. Most international students won't visit campus before enrolling 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Plans to visit campuses All schools My top schools Might visit one or more No plans to visit Before applying After acceptance
- 12. Recruiting Strategies (based on the findings) • Build your brand in target markets abroad • Adapt your website & communications to mobile devices • Use a variety of communication methods • Build strong relationships early with key international prospects • Involve parents in the communication flow • Offer assistance with campus visits to top prospects • Make funding information easily available
- 13. Engage prospective students multiple times throughout the enrollment process - and win them over • Meet new sophomores and juniors starting the search • Interact with seniors deciding where to apply • Target specific segments • Invite admitted students to meet with representatives & current students • Improve yield - give admitted students a window to your school • Introduce enrolled students to campus resources PROSPECTS INQUIRIES APPLICANTS ADMITS DEPOSITS
- 14. Value Across the Enrollment Cycle Recruit everywhere you can’t be physically 195 Countries Engage prospects through entire enrollment process Save cost over traditional recruiting methods Improve yield Amplify your institutional brand Reach new high school counselors
- 15. MARY ELLEN BREWICK UNIVERSITY OF IDAHO
- 16. MARY ELLEN BREWICK UNIVERSITY OF IDAHO Email: mebrewick@uidaho.edu Web: www.uidaho.edu/internationalstudents
- 17. University of Idaho • Founded in 1889 • Land grant institution • 8 undergraduate colleges, graduate, and law school • 12,000 students (UG v GR) • Small town, rural • IPO- ALCP, ISSFS, SA, M&R
- 18. UI’s International Enrollment Growth • 28% One year increase in international students • 53% One year increase in ALCP (Intensive English) students • 66% Five year increase in international students 62 104 139 147 225 215 236 278 328 483 277 270 249 242 211 1000 900 800 700 600 500 400 300 200 100 0 2010 (554) 2011 (610) 2012 (666) 2013 (717) 2014 (919) ALCP Undergrad/Nondegree Grad/Law
- 19. International Enrollment Snapshot • New president wants enrollment growth • CRM and Communications • Sponsored Students • Agents • Budget Challenges • Staffing Challenges
- 20. UI’s International Enrollment Growth 600 500 400 300 200 100 0 Fall 2010 Fall 2011 Fall 2012 Fall 2013 Fall 2014 Undergraduate Graduate ALCP
- 21. Virtual Recruitment for International Enrollment • Helps us solidify our UI brand • Personal connections • Cost-effective • Engages student ambassadors • Yield activity vs lead generation • Campus wide coordination
- 22. Virtual Recruitment Challenges • Materials – Quality is important-videos, pdfs, websites – Presence in the right places • Staffing chats – Timing, training, management • Communicate with current prospects beforehand • Technology (Technical Support)
- 23. Virtual Recruitment Benefits • Yield events have been successful – Admitted students, Brazilian students • Encourages collaboration across campus – Website, marketing materials, CRM • Brand building – EducationUSA, emails, “walk-ins”
- 24. Future Goals • Incorporate Graduate College • Use for individual or small group chats • Increase promotion and chat activity • Increase campus integration
- 25. Thank you! Mary Ellen Brewick University of Idaho mebrewick@uidaho.edu
- 27. JASON HALL OREGON STATE UNIVERSITY @ScholarHall Jason.Hall@OregonState.edu
- 28. International Growth 4000 3000 2000 1000 0 International Students at OSU 2011 2012 2013 2014
- 29. Marketing
- 30. Recruitment
- 31. Recruitment
- 32. CollegeWeek Live and OSU Solid students Reach more students Reach more countries Get admissions involved Tech-savvy audience 7 admits for fall 233+ leads 65 countries present 3 admissions reps. Our target audience
- 33. How to make the most of CWL Remember the time Go back to the 90’s Get a team for peak hours Have a scholarship plan Always on & follow up
- 34. Thanks Jason.Hall@OregonState.edu Powell’s Books Kennedy School Ground Kontrol CollegeWeekLive
- 35. Increasing yield and retention through: 1. Improving the admissions experience for prospective students 2. Having meaningful conversations at the right time 3. Expanding our reach (international students) 4. Providing greater access (shaping our class)
- 36. On-Campus vs. Virtual Open House On-Campus Open House Attendance: 87% from California Ethnic Diversity: Primarily Caucasian Cost: $18,900 Staff time: 3 months • Virtual Open House Attendance: More out of state & international students Ethnic Diversity: greater increase Cost: $1,290 Staff time: 3 weeks 194 Registrants from USD Outreach 1,132 new leads
- 37. Virtual vs. On-Campus Open House Virtual Open House: Attendance: 45 states and 104 countries Northeast 11.0% Southeast 6.5% Midwest 9.8% Southwest 8.0% West (includes AK & HI) 34.8% Non-U.S. 29.8%
- 38. Virtual vs. On-Campus Open House • Virtual Open House: Attendance White or Caucasian 29% Puerto Rican 2% Other 7% Native American 0% Multicultural 9% Mexican / Mexican American 8% Asian / Pacific Islander 24% Hispanic / Latino 10% African American / Black 13%
- 39. On-line Opportunities: Applicants & Admits • Applicants: Chats with counseling staff • Admits: Theme Chats with Staff and Students Honors students Out of state Torero Life Academics & Undergraduate Research University Ministry Changemaking
- 40. On-line Opportunities: Deposits Summer Orientation: Webcasts & using always on chats 4 Webcasts from May-August: Get Classes: Registration with Dean’s Office and Faculty Advisors Get Down to Business: Paying your Bill, Getting Your Financial Aid & Avoiding Long Lines with Financial Aid, One Stop and Student Accounts Get Ready: Parent Webinar on Supporting Your Student During the College Transition with Parent Relations and Student Wellness Center Get Excited: Countdown to Arrival with Student Affairs
- 41. Results from Using Webcasts Get Classes: Registration: Prior to using webcast: Registration dragged out for 2 months Current: 63% completed registration within 2 weeks of webcast 97% completed registration within one month Get Down to Business: Prior to using webcast: long lines during orientation Current: 41% attended live webcast Get Excited: Countdown to Arrival: 60% viewed webcast in 2013
- 42. Greatly Improve Recruiting Results Augment recruiting visits & better engage more students • Start conversations before live meetings & continue them afterward Go where you can’t be – expand your recruiting reach online • Meet engaged college-bound students everyday, online • Overcome a decline of applicants Overcome budget constraints that hinder recruiting Hit enrollment goals UC Davis features CWL events on their main landing page as a one-stop-shop for prospective & accepted students
- 43. Greatly Improve Yield Example of a CollegeWeekLive yield event for accepted students conducted by The University of Notre Dame Turn more accepted students into enrollees Engage with accepted students & their parents on: • Student & campus life • Housing • Financial aid • Enable 1:1 discussions with students & parents The average student applies to 10-12 schools, vs. 5-6 a few years ago – making yield much more hard-fought
- 44. Engage Students on Their Preferred Communication Channels Live chat example, Western Michigan University • This example shows Western Michigan admissions engaging with a student about their intended major Mobile & Tablet Accessible
- 45. Expand Access to International High School Counselors & Advisers CollegeWeekLive High School Connect • Enables 2-way communication between High Schools/Advising Centers & Colleges • Build new relationships with high schools & their counselors Honduran High School Students & Counselor engaging with colleges using CollegeWeekLive US Embassy in Laos hosts viewing party for EducationUSA Virtual Fair through CollegeWeekLive
- 46. State Department/CollegeWeekLive Public-Private Partnership • Following several successful virtual fair partnerships • Private – Public Partnership MOU agreed upon between State Department and CollegeWeekLive and signed in May 2014 • Partnering on 7 Virtual Fairs a year (3 regional + 4 Global) o One of the global fairs is during International Education Week (IEW) which the State Department is is using as the flagship event with an additional marketing/ social media push + on the ground viewing events o Also on the ground events planned for the upcoming Latin America Day as part of 100K Strong Americas Initiative.
- 47. Thank You and Questions