airc 2015 student mobility data for recruiting plans

Inform Your International Recruiting Plans with Current Student Mobility Data

AIRC Annual Conference 2015Hollywood, Florida

Friday, December 4, 2015 3:30 p.m. - 4:45 PM

Panelists

Benjamin WaxmanChief Executive OfficerIntead, MA

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Jennifer GruenewaldDirector, International Student and Scholar Services University of Wisconsin-Milwaukee, WI

Clay HensleySenior Director, International Strategy & OutreachThe College Board, NY

Elevator Speeches

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Objectives of the session

• Understand current trends in international student mobility to the U.S.

• Define important internal and external data that can inform institutional approaches.

• Learn best practices in leveraging data to inform your international recruitment plan, including agent network and digital marketing efforts.

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Outreach Search Recruit Admit Yield Matriculate Retain Graduate

Outreach to community to support college aspirations; Inform about Institution

Recruit and pursue best qualified students (prospects)

Select applicants for admission based on enrollment objectives

(admits)

Send offers and Financial Aid awards; Perform outreach activities

Enroll, register and place students

Manage and maintain student persistence

Develop and manage alumni relationships

Research and identify potential college‐bound students (suspects)

College and University Enrollment Channel

An integrated international strategy should support your institution’s goals at many steps along the enrollment channel

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Agenda

• Context of international undergraduate student mobility based on external data

• Internal data important for institutions to collect to inform recruitment

• Leveraging data to attract and enroll best-fit international students

• Open Question, Answer & Feedback

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Global student mobility is at an all-time high and will continue to grow

SOURCE: OECD, 2014. Education at a Glance. 9

Rise of Asia as a sender of internationally mobile students—accounting for more than half of global share

SOURCE: OECD, 2014. Education at a Glance. Table C4.3.

Asia 53%

Europe 23%

Africa 12%

Latin America and the

Caribbean 6%

North America 3%

Oceania 1%

Not specified 3%

Distribution of Foreign Students in Tertiary Education, by Region of Origin (2012)

Percentage of foreign tertiary students enrolled worldwide

10

20%

11%

8%

7%6%6%

5%3%

34%

U.S.

UK

China

France

Germany

Australia

Canada

Japan

All Others

2012Worldwide: 4.5 million students

Top 8 Host Countries of Globally Mobile Students

28%

11%

9%7%4%3%

2%2%

34%

U.S.

UK

Germany

France

Australia

Japan

Spain

Belgium

All Others

Although the number of students going to US to study has increased,

the proportion has decreased.

SOURCE: Institute of International Education. (2014). Atlas of Student Mobility.


While the US and UK continue to host the most international students, there are newcomers to this landscape

20%

11%

8%

7%6%6%

5%3%

34%

U.S.

UK

China

France

Germany

Australia

Canada

Japan

All Others

While the US and UK continue to host the most international students, there are newcomers to this landscape



Top 8 Host Countries of Globally Mobile Students

SOURCE: Institute of International Education. (2014). Atlas of Student Mobility.

28%

11%

9%7%4%3%

2%2%

34%

U.S.

UK

Germany

France

Australia

Japan

Spain

Belgium

All Others

intead.com

Growth in International Students

Source: IIE Open Doors 2015 Report on International Educational Exchange

Undergraduates continue to drive international student mobility to the U.S.

Undergraduates399K

Graduates362K

UNDERGRADUATEGrowth from 2014 to 2015

+7.6%

Undergraduates~221K

Graduates~192K

SOURCE: Institute of International Education. (2015). Retrieved from http://www.iie.org/opendoors 14

0

50,000

100,000

150,000

200,000

250,000

300,000

350,000

400,000

2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

Saudi Arabia

Vietnam

India

China

Canada

Japan

South Korea

Rest

Approximately 399,000 international undergraduate students in the U.S. in 2014

Top 7 countries

Although overall int’l undergrad student mobility to U.S. universities continues to increase, recent trends reveal most of the growth derives from only a handful of source countries

15SOURCE: Institute of International Education. (2015). "International Students by Academic Level and Place of Origin, 2013/14." Open Doors Report on International Educational Exchange. Retrieved from http://www.iie.org/opendoors

0

50,000

100,000

150,000

200,000

250,000

300,000

350,000

400,000

2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

Saudi Arabia

Vietnam

India

China

Canada

Japan

South Korea

Rest

Approximately 399,000 international undergraduate students in the U.S. in 2014

Top 7 countries

SOURCE: Institute of International Education. (2015). "International Students by Academic Level and Place of Origin, 2013/14." Open Doors Report on International Educational Exchange. Retrieved from http://www.iie.org/opendoors

Although overall int’l undergrad student mobility to U.S. universities continues to increase, recent trends reveal most of the growth derives from only a handful of source countries

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Saudi Arabia

China

Rest of the World

CAGR: +38%

CAGR:+33%

CAGR: 0%

Since 2006

VietnamCAGR: +17%

IndiaCAGR: +3%

Global aspirations to study abroad continue to rise, especially from Asia & the Middle East/North Africa

EAST ASIA & THE PACIFIC

+9%

AMERICAS+4%

EUROPE & EURASIA+6%

+9%

SUB-SAHARAN AFRICA

+3%+14%

SOUTH & CENTRAL

ASIA

MIDDLE EAST & NORTH AFRICA

International Average (CAGR) since 2010

8%

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Five‐year Compound Annual Growth Rate of SAT Reasoning Exam Test Takers, AY2010‐2015

NOTE: Volumes indicate SAT Reasoning exams test takers reporting a College Board school code outside the U.S. Where the country of the College Board school code is not known, the reported home address as it existed at the time they took the SAT was used. Where home address is not available, the test taker's test center location was used. To be included in this analysis, SAT exams must not be Canceled/Deleted, must have no un‐resolved holds, and must be certified. Dates and Talent Search exams are excluded. SOURCE: College Board, 2015. Internal analysis of SAT data Academic Year 2010‐2015.

Not all institutions are experiencing the same growth

Source: http://chronicle.com/article/Overseas-Students-Pour-Into/234200

intead.com

In the US: Mixed enrollment success

One-third of institutions show declining international enrollment from 2009 - 2013

intead.com

Greater Concentration of Students

http://services.intead.com/blog/insight/success-breeds-more-success-in-international-student-enrollment

intead.com

The Usual Suspects

Source: IIE Open Doors 2015 Fast Facts

Geography matters: the U.S. regions that attract the largest share of int’l applications are the Pacific coast, the Great Lakes region, and the northeast I-95 corridor

Top 25 U.S. institutions receiving the most SAT scores from international students in 2014/15

University of Washington

University of California: Berkeley

Stanford University

University of California: Los AngelesUniversity of Southern CaliforniaUniversity of California: San Diego

University of Illinois: Urbana-Champaign

University of Michigan Cornell University

New York UniversityBoston UniversityPenn State UniversityUniversity of PennsylvaniaHarvard UniversityNortheastern UniversityColumbia UniversityPrinceton UniversityYale UniversityMITBrown University

Purdue University

Ohio State University

Georgia Instituteof Technology

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Northwestern University

NOTE: Data indicate SAT score reports of SAT test takers who reported a College Board school code outside the U.S. Where the country of the College Board school code is not known, the reported home address as it existed at the time they took the SAT was used. Where home address is not available, the test taker's test center location was used. To be included in this analysis, SAT exams must not be Canceled/Deleted, must have no un‐resolved holds, and must be certified. Dates and Talent Search exams are excluded. SOURCE: College Board, 2015. Internal analysis of SAT data Academic Year 2010‐2015.

University of Wisconsin Madison

But so does size: not surprisingly, major land-grants and other publics (with a few large privates) enroll the most int’l undergraduates

25 U.S. institutions with the most int’l undergraduates in academic year 2013/14

University of Washington

University of California: Berkeley

University of California: Los AngelesUniversity of Southern CaliforniaUniversity of California: San DiegoSanta Monica CollegeCalifornia State-Northridge

University of Oregon

Houston Community College

Fort Hays State University

University of Illinois: Urbana-Champaign

Ohio State University

New York UniversityBoston UniversityPenn State UniversityNortheastern University

University at BuffaloMichigan State University

University of Minnesota-Twin Cities

Miami Dade College

Indiana University -BloomingtonAcademy of Art University

Arizona State University-Tempe

SOURCE: Integrated Postsecondary Education Data System (IPEDS) data from the National Center for Education Statistics 23

University of Wisconsin-Madison Purdue

University

Reputation & rankings are important, but other factors influence decision-making

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U.S. Universities with the Most SAT Score Reports by Sending Country, AY2015

SAT score send report data shows highest receiving institutions are relatively similar among sending countries, but variances also exist, revealing differences in brand awareness, proactive recruitment by institutions, etc.

NOTE: Data indicate SAT score reports of SAT test takers who reported a College Board school code outside the U.S. Where the country of the College Board school code is not known, the reported home address as it existed at the time they took the SAT was used. Where home address is not available, the test taker's test center location was used. SOURCE: College Board, 2015. Internal analysis of SAT data Academic Year 2015.

China India VietnamPennsylvania State University Purdue University West Lafayette Franklin And Marshall CollegeOhio State University Columbus University of California Berkeley Clark UniversityPurdue University West Lafayette Cornell University Texas Christian UniversityUniversity of Illinois Urbana Georgia Institute of Technology Dickinson CollegeBoston University Stanford University Gettysburg CollegeUniversity of Washington University of California Los Angeles Skidmore CollegeUniversity of California Berkeley University of Michigan Ann Arbor Trinity College ConnecticutUniversity of California Los Angeles New York University Bucknell UniversityUniversity of Michigan Ann Arbor University of Illinois Urbana Lafayette CollegeUniversity of Wisconsin Madison Pennsylvania State University Worcester Polytechnic InstituteCase Western Reserve University University of Pennsylvania Drexel UniversityUniversity of California San Diego University of Southern California Cornell UniversityNew York University Boston University Lehigh UniversityUniversity of California Irvine Massachusetts Institute of Technology Grinnell CollegeUniversity of California Davis University of Texas Austin Gustavus Adolphus CollegeNortheastern University Harvard University College of WoosterUniversity of Southern California Princeton University Temple UniversityUniversity of California Santa Barbara Carnegie Mellon University University of Massachusetts AmherstCornell University Ohio State University Columbus Colgate UniversityUniversity of Virginia Columbia University University of Richmond

Reputation & rankings are important, but other factors influence decision-making

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U.S. Universities with the Most SAT Score Reports by Sending Country, AY2015

SAT score send report data shows highest receiving institutions are relatively similar among sending countries, but variances also exist, revealing differences in brand awareness, proactive recruitment by institutions, etc.

NOTE: Data indicate SAT score reports of SAT test takers who reported a College Board school code outside the U.S. Where the country of the College Board school code is not known, the reported home address as it existed at the time they took the SAT was used. Where home address is not available, the test taker's test center location was used. SOURCE: College Board, 2015. Internal analysis of SAT data Academic Year 2015.

China India VietnamPennsylvania State University Purdue University West Lafayette Franklin And Marshall CollegeOhio State University Columbus University of California Berkeley Clark UniversityPurdue University West Lafayette Cornell University Texas Christian UniversityUniversity of Illinois Urbana Georgia Institute of Technology Dickinson CollegeBoston University Stanford University Gettysburg CollegeUniversity of Washington University of California Los Angeles Skidmore CollegeUniversity of California Berkeley University of Michigan Ann Arbor Trinity College ConnecticutUniversity of California Los Angeles New York University Bucknell UniversityUniversity of Michigan Ann Arbor University of Illinois Urbana Lafayette CollegeUniversity of Wisconsin Madison Pennsylvania State University Worcester Polytechnic InstituteCase Western Reserve University University of Pennsylvania Drexel UniversityUniversity of California San Diego University of Southern California Cornell UniversityNew York University Boston University Lehigh UniversityUniversity of California Irvine Massachusetts Institute of Technology Grinnell CollegeUniversity of California Davis University of Texas Austin Gustavus Adolphus CollegeNortheastern University Harvard University College of WoosterUniversity of Southern California Princeton University Temple UniversityUniversity of California Santa Barbara Carnegie Mellon University University of Massachusetts AmherstCornell University Ohio State University Columbus Colgate UniversityUniversity of Virginia Columbia University University of Richmond

Student Search Service® - Geography

Proprietary and Confidential27

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From which countries in Asia

does my institutions receive

the most SAT scores? And what are their average

SAT scores?

Context is important in evaluating international applicants across various standards

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NOTE: SAT means are based on the graduating class of 2015's most recent exam results . Test‐takers are defined by the location of their self‐reported College Board school code; or their home address if their College Board school code is unavailable. U.S refers to the 50 states & D.C. International refers to countries outside of the U.S. SOURCE: College Board | Internal analysis of the 2015 cohort data from Data Connect.

496 483 475501 505 505

390

500503

579531 528

654

576

524

611

483 497 487 491533

496

424

521

0

100

200

300

400

500

600

700

U.S. International Africa Americas East Asia & thePacific

Europe & Eurasia Middle East &North Africa

South & CentralAsia

SAT Mean Scores by Geographic Region, 2015 Cohort

Critical Reading Math Writing

Who are your competitors?Understanding SAT score report overlap for UWM

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8819

131099888887666666666

UNIVERSITY OF WISCONSIN MILWAUKEEUNIVERSITY OF WISCONSIN MADISON

UNIVERSITY OF ILLINOIS CHICAGOUNIVERSITY OF MASSACHUSETTS AMHERST

ARIZONA STATE UNIVERSITYMICHIGAN STATE UNIVERSITY

UNIVERSITY OF ILLINOIS URBANABOSTON UNIVERSITY

UNIVERSITY OF TEXAS ARLINGTONOHIO STATE UNIVERSITY

PURDUE UNIVERSITY WEST LAFAYETTEUNIVERSITY OF ARIZONA

UNIVERSITY OF MICHIGAN ANN ARBORNCAA ELIGIBILITY CENTER

UNIVERSITY OF WASHINGTONPENNSYLVANIA STATE UNIVERSITY

UNIVERSITY OF KANSASRUTGERS UNIVERSITY

UNIVERSITY OF PITTSBURGHSUNY AT ALBANY

UNIVERSITY OF TEXAS AUSTIN

US Institutions that Received SAT Scores from International Students Who Sent SAT to UWM, 2014/15

NOTE: Data indicate SAT score reports sent in AY2015 of test takers of reporting a College Board school code outside the U.S. Where the country of the College Board school code is not known, the reported home address as it existed at the time they took the SAT was used. Where home address is not available, the test taker's test center location was used. To be included in this analysis, SAT exams must not be Canceled/Deleted, must have no un‐resolved holds, and must be certified. Dates and Talent Search exams are excluded. SOURCE: College Board data | Internal analysis of SAT score sends in 2014/15.

Who are your competitors?Understanding SAT score report overlap for UWM

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8819

131099888887666666666

UNIVERSITY OF WISCONSIN MILWAUKEEUNIVERSITY OF WISCONSIN MADISON

UNIVERSITY OF ILLINOIS CHICAGOUNIVERSITY OF MASSACHUSETTS AMHERST

ARIZONA STATE UNIVERSITYMICHIGAN STATE UNIVERSITY

UNIVERSITY OF ILLINOIS URBANABOSTON UNIVERSITY

UNIVERSITY OF TEXAS ARLINGTONOHIO STATE UNIVERSITY

PURDUE UNIVERSITY WEST LAFAYETTEUNIVERSITY OF ARIZONA

UNIVERSITY OF MICHIGAN ANN ARBORNCAA ELIGIBILITY CENTER

UNIVERSITY OF WASHINGTONPENNSYLVANIA STATE UNIVERSITY

UNIVERSITY OF KANSASRUTGERS UNIVERSITY

UNIVERSITY OF PITTSBURGHSUNY AT ALBANY

UNIVERSITY OF TEXAS AUSTIN

US Institutions that Received SAT Scores from International Students Who Sent SAT to UWM, 2014/15

NOTE: Data indicate SAT score reports sent in AY2015 of test takers of reporting a College Board school code outside the U.S. Where the country of the College Board school code is not known, the reported home address as it existed at the time they took the SAT was used. Where home address is not available, the test taker's test center location was used. To be included in this analysis, SAT exams must not be Canceled/Deleted, must have no un‐resolved holds, and must be certified. Dates and Talent Search exams are excluded. SOURCE: College Board data | Internal analysis of SAT score sends in 2014/15.

If we exclude universities that are in the top 50 that receive the most SAT score reports

from all international student, we can identify 8 among the original 20 peers that are true

competitors.

Agenda





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intead.com

How to scale recruitment?

Top/proactive universities are gaining market share

They are recognizing and acting on mobility trends

A few market observations

intead.com

Why do some schools grow?

Source: Factors driving increases in international student enrollments, 2015/16IIE Open Doors: FALL 2015 SNAPSHOT SURVEY OF INTERNATIONAL STUDENT

The difficult answer:

Increased Budget Allocation to Recruitment/Marketing

Better able to implement/manage int’l recruiting 34

intead.com

Which Programs Should I Promote?

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 Gems

Agriculture 1.3 15.4

Varied data sources can tell us where to focus our resources – which programs to promote so that our institution can stand out from all the others. We may not be able to compete with all the other institutions promoting their business and engineering degrees.

intead.com

How to scale recruitment? Top universities are gaining share.

Commission-based recruitmentAdoption increasing.

Pathway Programs Increased interest.

A few market observations / trends

intead.com

Trends: More US Undergrads Taking Online Classes

intead.com

Trends: Chinese Undergrads in Distance Learning in China

1.75M

2M2.2M

-

500,000

1,000,000

1,500,000

2,000,000

2,500,000

2011 2012 2013

# of

Chi

nese

Und

ergr

ads

Source: 2014 China Statistical Yearbook, http://www.stats.gov.cn/tjsj/ndsj/2014/indexeh.htm

Compare the trend in China to the # of US Undergrads in Distance Learning in the US (2012)

18.2MSource: NCES https://nces.ed.gov/fastfacts/display.asp?id=80

intead.com

ANALYTICS

Using Data to Support Recruitment

intead.com

Analytics – Free and Data Rich

Google Analytics provides real-time data about your website visitors

intead.com

Analytics – Deep Geographic Insights

Google Analytics tells you which cities visitors are coming from. Useful as you select cities for your international recruiting trips

intead.com

What Google Analytics Tell Us

India 10.4 K

China 28.4 K

~500 K

~1,500 K

This institution is losing thousands of visitors from India and China because visitors bail from the homepage. The messaging and navigation turn them off. They worked hard to get visitors to their website and then lost them immediately.

© intead.com

intead.com

Int’l Alumni – Job Location & FunctionLinked In will tell you where in the world your alumni are now, where they work, the industry, their title….Great for supporting your international recruiting trips; great for demonstrating your graduates’ successes. This data is publicly available.

intead.com

Source:

Education 48Engineering 20

Entrepreneurship 20Operations 18

Sales 18Consulting 18

Media and Communication 13

Program and Project Management 13

Research 12Business Development 12

Human Resources 11Marketing 9Support 8Finance 7

Information Technology 7Arts and Design 6

Accounting 3…… ……

Linked In Data – Job Function

intead.com

Earned Media – Linked In

We saw that this Intead blog post had a mediocre ORGANIC performance on Linked In. We chose not to promote it with paid advertising.

intead.com

Paid Media – Linked In

This Intead blog post had a strong ORGANIC performance on Linked In. We chose to promote it with paid advertising (~$150) resulting in 14K+ impressions.

Tracking your organic results tells you when to put ad $ behind your social media

Agenda





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External Sources• Open Doors

• Google Analytics

• iGraduate International Student Barometer – Benchmarking against peers

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

The Data We Use

UWM’s Enrollment Growth

1,1021,230

1,325

1,6471,777

0

200

400

600

800

1,000

1,200

1,400

1,600

1,800

2,000

2010 2011 2012 2013 2014

Int’l Recruitment Strategy: Sources of Students

25%

15%

10% 15%

35%

Retention/Graduation/Student Experience

Partnerships

Agents

International Fairs

Digital Marketing

Fair Inquires

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Most Valuable Fair Email Addresses

Comparison by Fair Provider: # of students vs. # of bad email addresses based on hard bounces from first follow‐up email

Tracking your success with leads from each fair tells you which fairs are valuable to attend again and which are not.

Success means open and click through rates and overall engagement with your content. If leads are not converting, the fair is full of disinterested students. Some fair providers fill the hall with anyone they can lure in – which is NOT helpful to you.

Most Valuable Fair Email Addresses

Comparison by Fair Provider: Open rates & click through rates for first follow‐up email

Spring 2015: Attended 4 FairsCollected: 623 Total Leads

Lead Collection Tools: • 340 leads collected via an online quick entry form

integrated with Hubspot.• Automated emails triggered based on form

completion.

Email Follow-up Process:• Within 24 hours leads receive Study Wisconsin

branded email. • 1 day later leads receive a UWM branded email

inviting them to download a UWM brochure.

Case Study: Engaging & Tracking Fair Leads


Email # 1 Email # 2

UWM Results

UWM avg. open rate: 63% Mailchimp Benchmark (industry standard): 22.23%

UWM avg. click rate for broch: 11% Mailchimp Benchmark (industry standard): 2.87%

All Study Wisconsin Partners Received these same leads: 1 sent emails out 2 days following fair× 1 sent emails out 1 month following fair× 1 sent emails out 3.5 months following fair× 1 sent emails out 7 months following fair


Focus Group: How did you search?

Most Influential Factors

Resulting Branding Concepts

• Serious, adventurous students thrive at UWM

• At UWM, professors pay attention to you.

• Surprise: Milwaukee, as a location, offers a great combination of conditions that are ideal for international students.

• UWM offers an application process geared to the needs of international students – flexible timing, testing, TOEFL support, and quick responses.

Another Twist on Data

• Holistic Picture – Quantitative and Qualitative

o Planning for Change

• Data Driven Decision Making

o Asking the Right Questions

• Communication and Alignment

o Assessment of Process and Message

College Board

Institute of International Education (IIE)

ICEF Monitor

PIE News

Intead’s Recruiting Intelligence Blog & Intead Index

Data Sources & Resources

airc 2015 student mobility data for recruiting plans

Data & Analytics