know your neighborhood

Benjamin WaxmanChief Executive Officer, Intead

Know Your NeighborhoodInternational Recruiting Fueled by Regional Insights

Julio RonchettiPresident, FPP EDU Media

Welcome to this presentation:

Know Your Neighborhood

Julio Ronchetti

Market Intelligence to Build Your Global Recruitment Strategy

Marketing Talent to Execute the Plan

Countries we will discuss today2017 Surveys

Digital Marketing Facts: Internet Ad Spending

now =

TV Ad Spending

Digital Marketing Facts: User Generated Content

is far more effective

Create a network of fans who

will post for you

The Value of Just 3 Things:

• Student mobility trends and decision influencers

• Targeted student recruitment messaging

• Different student recruitment representatives

By region and country

Learning Objectives

A very quick tour of our best

2015 research insights

Reasons to Study Abroad

Whom Do You Trust?

Whom Do You Trust?

Explore Social Media

“An investment in knowledge always pays the best interest.”

Benjamin Franklin

Our Latest Findings

Colombia

Brazil

Mexico

Peru

Chile

Ecuador

Spain

Vietnam

Argentina

India

Venezuela

Panama

Indonesia

Italy

Nigeria

57,471 Responses (3.38%) 65 Countries

2017 Survey Respondents – Post Election, Feb 2017

Morocco

Tunisia

Ghana

Algeria

Kenya

United Kingdom

South Africa

United Arab Emirates

Thailand

Philippines

Malaysia

Ireland

Costa Rica

Guatemala

Top 29 Countries:

1.7M E-mails

The Domino Chain Reaction

https://www.youtube.com/watch?v=y97rBdSYbkg

Your Small Actions Can Have a Cumulative Postive Effect

on the Larger US Recruitment Market

Survey Respondents

When parsing the responses by gender or age the data did not show any significant variation in results. In other words, a 16 year old girl responded much the same way a 23 year old boy did.

Survey Respondents

Has your desired study abroad location changed in past 12 months?

Survey Respondents

Location changed?

Survey Respondents

Location changed?

Work Opportunities Matter!

When government policies limit work options, students will look elsewhere.

Currency Rates Matter for Some

More or less likely to study in the U.S. based on the exchange rate?

Donald Trump

==

Mexico

61%

Brazil

63%

Argentina

50%

Nigeria

37%

U.K.

64%

India

51%

Indonesia

51%

Less likely to study in the U.S. following the election of Donald Trump

Donald Trump

Mexico

61%

==

Brazil

63%

Argentina

50%

Nigeria

37%

U.K.

64%

India

51%

Indonesia

51%

2017 numbers

2016 numbers

80%

49%

54%

39%

48%

Less likely to study in the U.S. following the election of Donald Trump

Student sentiment against current US foreign policy statements is

high in many countries. These numbers emphasize the importance

of reassuring this population that US academic opportunities

continue to represent value and opportunity.

Agent Perceptions of the U.S.

PIER 2017 Research: Likelihood of recommending U.S. as study destination

Source: Survey of International Recruiting Agents, Feb 1-10, 2017, “Us and Them: Education Agent Opinion on the U.S. After Executive

Order 13769,” PIER International Educational Services, http://pier.onlinetrainingnow.com/products/us-and-them

Agent recommendations are

important to student decision

making. The agent

community also needs to hear

positive messages about US

academic opportunities to

balance other negative

messages they are receiving.

U.S. Travel Policies

Mexico

56%

Less likely to study in the U.S.

because of U.S. government travel policies

Brazil

58%

Argentina

43%

Nigeria

42%

U.K.

59%

India

48%

Indonesia

47%

Brexit

Mexico

25%

Less likely to study in the U.K.

because of U.K. exit from the European Union

Brazil

24%

Argentina

21%

Nigeria

39%

India

43%

Indonesia

34%

While UK’s Brexit Position has no real effect on Brazilian students,

they want to voice their disapproval of this foreign policy position.

U.S. China Data

“Would you still consider studying in the U.S.?”

Source: Hotcourses Group survey; November 11–24, 2016; 6,744 prospective international student users of its sites.

That was a lot of data.

What do we do with that?

Let’s talk about:

What resonates for students?

Who should tell your story to them?

By region and by country

Messaging to Prospective Students

Marketing messages that are important to students

(Percentage of respondents who chose each category)

These are topics

international students

want to hear about when

you talk about the

opportunities at your

institution

Messaging to Prospective Students

Importance of International Student Services Office:

Using our data sets,

we can drill down into

messaging by region.

Messaging to Prospective Students

Importance of International Student Services office, South America only:

And we can drill down into

messaging by country.

Who Tells Your Story to Prospective Students?

“Meeting a university admission officer in person is very helpful”

Using our data sets,

we see that different

messengers are more

influential in some

regions.

Who Tells Your Story to Prospective Students?

“Meeting an agent in person in my country is very helpful”

Who Tells Your Story to Prospective Students?

“Meeting alumni in person in my country is very helpful”

Who tells your story to prospective students?

Meeting in person with admission officer vs. agent

In some countries, an agent is viewed as helpful as an admissions officer.

This has implications for how institutions plan their travel time and budgets.

Countries

Admissions Officer

Very Helpful

Agent

Very HelpfulAlgeria 44.30% 40.20%

Argentina 46.90% 44.70%

Brazil 47.10% 54.10%

Chile 54.70% 55.70%

Colombia 49.50% 49.70%

Costa Rica 48.70% 51.90%

Ecuador 61.10% 57.70%

Ghana 63.50% 40.10%

Guatemala 57.70% 48.10%

India 69.90% 33.80%

Indonesia 62.50% 44.20%

Ireland 50.00% 37.20%

Italy 33.90% 23.30%

Kenya 69.40% 49.40%

Malaysia 60.00% 41.10%

Mexico 53.50% 51.70%

Morocco 53.20% 44.50%

Nigeria 62.40% 42.80%

Panama 52.40% 55.20%

Peru 53.50% 51.70%

Philippines 68.10% 60.40%

South Africa 58.90% 46.50%

Spain 36.40% 36.50%

Thailand 60.10% 50.00%

Tunisia 49.30% 47.70%

United Arab Emirates 59.60% 39.60%

United Kingdom 60.00% 42.90%

Venezuela 47.20% 47.10%

Vietnam 63.00% 46.40%

Average 51.80% 49.70%

< 10% Difference

> 10% Difference

2.1% Difference

% of International Students Finding a Meeting with an Admissions Officer or Agent Very Helpful

Using our data sets,

we can evaluate where

agents are effective on

their own, and where they

might benefit from

additional support from

your travel team.

Who Tells Your Story to Prospective Students?

Meeting with admission officer in-person vs. online

In some countries, online meetings are viewed as helpful

as in-person. Again, consider your travel budget.

Consider

Online Chat

There is a growing desire for /

receptivity to online access to

“customer service.”

Who Tells Your Story to Prospective Students?

Meeting with alumni in-person vs. online

What Is Up With Italy?

How helpful

are these factors

when choosing

a university?

Oddly, we noticed that of all 65 countries analyzed, Italy consistently appeared

below the average in their student responses. Something about the Gelato?

Your Immediate Next Steps:

• Gather testimonials from current students representing your

key target audiences

• Draft a 3-email series to your admitted students

re: The great opportunities in front of you

Your Other Next Steps:

• Evaluate your 2018 travel budget: consider the messengers and

whether online communication is a better option than you thought

for some regions/countries

• Re-evaluate your strongest messages by region/country

Memo to Self

Q & A

This is your future

How will academia

incorporate gaming?

Bonus Slides

Learn from Losing

Games incorporate

repetitive learning

opportunities with complex

ideas/scenarios.

Bonus Slides

Multi-player fosters

learning from each other

Games have Math

Underpinnings and incorporate

performance stats

While you scoff,

consider this…