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Institutional AssessmentDeborah Knaust
Developing a Marketing PlanEleni Hoffhines
Recruitment Planning 101
St. Paul, Minnesota
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Institutional AssessmentSome ideas and information were taken from the NAFSA
Management Development Program, May 2004.
Reinforce your strengths and transform your weaknesses
Consider:
•School mission•Recruitment and retention
•Publications, handouts, website, etc.
•Resources (Staff, Budget, etc.)
•Academic Programs•Tuition, scholarships,
financial aid •Fund raising programs •Institution Location and
Physical Facilities•Other
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Look at your current situation
• International Student enrollmentAt the University of St. Thomas:
314 Graduate62 Undergraduate52 on OPT
428 total for Fall 2004 • Countries represented
At the University of St. Thomas:76 countries represented, the Top 5 countries are:
1. India2. Nepal3. P.R. China4. Bangladesh5. Pakistan
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Look at your current situation
• How students learn about your institution At the University of St. Thomas:
– Word of mouth (Friends, family, colleagues, etc.)– Personal visits from International Admissions Office– Website (University and office)– Faculty interactions (research and volunteer projects)– Exchange Students– Other
• Other things to consider– Application process / fee / deadlines– Campus reputation, culture and other related issues– Unique issues at your institution
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Evaluate your situation using SWOT with a twist
• SWOT with an Environmental Scan
• Strengths• Weaknesses• Opportunities (Current and Potential)• Threats (Current and Potential)
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Environmental Scan
• Environmental Scan – can be focused on large scale-events removed from the school such as the passage of legislation or campus events such as a change in personnel, a new admissions policy or a change in the availability of housing.
• To make the concept more workable, you can break the “Environment” into 11 categories (based on Egan, G. 1993).
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11 Environment Categories
Institution
Global Trends
& Events
Social Needs Ph
ysic
al E
nviro
nmen
t
Political
Environment
Emerging
Technology
International EducationTrend
Government
Environment
Econ
omy Changing
Demographics
Com
petit
ors
Institution
International Education Trends
Global Trends & Events
Government
Social Trends
Economy
Physical Environment
Changing Demographics
Political Climate
Competitors
Emerging Technology
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Why an Environmental Scan?
• If your office/department is in need of strategic focus and direction, an environmental scan is a useful way to begin.
• Environmental scans are an effective means by which you can communicate the big picture to senior administrators.
• Conducting an environmental scan could provide helpful context to accompany budget requests.
• As an internal exercise, conducting an environmental scan is a good way for you to pull your thoughts together in an annual updating of your program’s strategy.
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• Institution – Example from the University of St. Thomas
• Strengths: Reputation in Midwest
LocationLegacy / Word of mouth very strongStrong Exchange Student AgreementsPersonal attention for students
• Weaknesses: Location
Few International Student ScholarshipsTuition costs are higher than other nearby schoolsRecent budget cut-backs - difficult to do more with lessChanges in College of Business – transition
Example SWOT and Environmental Scan
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Example SWOT and Environmental Scan
• Institution – Example from the University of St. Thomas
• Opportunities (Current and Potential):ELS Language Center located on our campusNew residence hall being builtDowntown MPLS campus expanding – Entrepreneurial BuildingCapital Campaign to begin (possibly more $$ for scholarships)Changes in College of Business – accreditationLaw School – increase in International Students enrollment
• Threats (Current and Potential):
Tuition costs are high – predicted to continue to rise in the futureOther nearby schools have more scholarships for Int’l Students
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ELS Language Center Recruiting
• Visit ELS Language Center classes each month at the start of new program.
• Give brief overview of St. Thomas and academic programs
• Advantage of this recruitment strategy is students are already on campus.
• Send notes after visit to students who indicated an interest.
• Offer a scholarship
ELS UST
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Community College Recruiting
• Attend Community College Fairs in collaboration with our Undergraduate Admissions office.
• Send notes to students who indicated interest in St. Thomas.
• About a week later send application packet • Advantage of community college visits is students
are already in the U.S.• Offer a scholarship
ELS UST
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Hobsons
• Contracted in August with Hobsons for one year to advertise on their website and in two of their magazines, Latin America and Asia
• Receive weekly spread sheets with names of students who are inquiring
• Send application packets
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Local High Schools
• Collaborate with undergraduate admissions counselors to visit local high schools and meet with high school counselors and international students.
• Advantage is that students are already here.UST
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Embassy Visits
• Visit Embassy and meet with officials to establish relationships
UAE
SAUDI ARABIA
KUWAIT
BAHRAIN
OMAN