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.
2000Worldwide: 2.1 million students
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
2000Worldwide: 2.1 million students
2012Worldwide: 4.5 million students
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
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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
• 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
32
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
• 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
47
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
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
Case Study: Engaging & Tracking Fair Leads
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