icef 2015 targeting your global market
TRANSCRIPT
Ben Waxman | Chief Operating OfficerInternational Education Advantage, LLC
Choosing and Reaching a Target MarketA How To Discussion
Presented at
North America WorkshopMiami – December 2015
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So, Who Is Using Mobile Devices?
People who SEARCH for stuff
FIND stuff
And are PLEASED by stuff
We need to be the ones making them pleased by what they find
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How to scale recruitment? Top universities are gaining share.
Commission-based recruitmentAdoption increasing.
Pathway Programs Increased interest.
A few market observations / trends
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In the US: Mixed enrollment success
One-third of US institutions show declining international enrollment from 2009 - 2013
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Greater Concentration of Students
http://services.intead.com/blog/insight/success-breeds-more-success-in-international-student-enrollment
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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
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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.
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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
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External Sources• IIE Open Doors – Historical data
• College Board – Leading data
• News Sources: ICEF Monitor, PIE News, Chronicle of Higher Ed, Intead Recruiting Intelligence Blog
• Google Analytics & Linked In – Real-time data
• iGraduate International Student Barometer – Benchmarking against peers
Internal Sources• Admitted Not Enrolled SurveyS – 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
Data Sources (this is a good start)
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Growth in International Students
Source: IIE Open Doors 2015 Report on International Educational Exchange
IIE provides historical data: what happened last year?
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%
17
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.
College Board provides forward looking data: how many international students are going to apply this year?
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Analytics – Free and Data Rich
Google Analytics provides real-time data about your website visitors
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Analytics – Deep Geographic Insights
Google Analytics tells you which cities visitors are coming from. Useful as you select cities for your international recruiting trips
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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.
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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.
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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
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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.
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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
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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.
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Most Valuable Fair Email Addresses
Comparison by Fair Provider: Open rates & click through rates for first follow‐up email
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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
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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
2 Days
11 Week
2EMAIL
32 Weeks
41 Month
Prospect
CONTACT FORM
Digital Marketing Automation
Way over-simplified. Contact us and we can walk you through this slide and the process of engaging and converting leads with automated digital marketing. [email protected]
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Case Study: Text Messaging: Would You Opt‐in?
St. Mary’s University in Texas
Target Audience: US Market
Source: Higher Education Marketing Bloghttp://www.higher-education-marketing.com/blog/text-messaging-student-recruitment
Case Study: Recruiting via Text Msg
St. Mary’s University in TexasTarget: Not Yet Applied for Admission
Target: Admitted
Be early, catch the worm. Submit uradmission application by Jan 15 for priority consideration. Get info at www.stmarytx.edu/admission
Cre8 a profile on the St Marys online community at www.BeARattler.com by Feb 1 to be entered to get ur $200 enrollment deposit waved!
Bob, R u ready 4 Orientation? Sign-up is now open. Go to https://gaeway.stmarytx.edu. We R lookin 4ward to seeing u on campus!
Target: Enrolled
Source: Higher Education Marketing Bloghttp://www.higher-education-marketing.com/blog/text-messaging-student-recruitment
Case Study: St. Mary’s Results – Domestic Recruiting
US Inquiries 40KTxt Msg Opt-ins ~ 2KApplication Rates
All Inquiries 10.9%
Txt Msg Opt-ins 30.8%Yield
All Inquiries 26.0%Txt Msg Opt-ins 42.0%
Source: Higher Education Marketing Bloghttp://www.higher-education-marketing.com/blog/text-messaging-student-recruitment
Students who opted into text messaging were VERY engaged with the university and converted at a much higher rate.
Industry Insights
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Ben Waxman, COO & co-founder: [email protected]
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Ben Waxman, CEO & co-founder: [email protected]
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