engaging students virtually throughout the enrollment cycle
TRANSCRIPT
Live Where Your Audiences Live: Engaging Students Virtually Throughout the
Enrollment CycleMarty Bennett, Manager of International Partnerships
CollegeWeekLiveMary Ellen Brewick, Director of International Marketing & Recruitment
University of IdahoJason Hall, International Marketing & Recruitment Manager
Oregon State University
Marty BennettManager of International Partnerships, CollegeWeekLive
@CWLIntl @martybennett
Overview
• What motivates (and prevents) international students to attend a foreign university?
• What interactions influence international students’ choice of university?
• Which aspects of the enrollment process do international students need the most help with?
• How can admissions capture the attention of international students & their families
2nd Annual Study on the Expectations of International Students
About the respondents
More than 2,400 respondents from
164 countries
Institutional brand #1 reason to study abroad
Interested in a particular university
Currently attending international high school
Private scholarship offered
No higher education opportunities in home country
Interested in studying with particular professor
Government funding
Siblings studied abroad
No post-high school career opportunities
No post-undergrad career oportunities
Avoid home country tests and requirements
No graduate education opportunties in home country
Parents studied abroad
0% 10% 20% 30% 40% 50% 60% 70%
What factors influence the decision to attend university outside of the home country?
Yet - most international students do not appear to be locked into one campus
1 - 2 3 - 5 6 - 10 11 - 15 More than 15 Don't know0%
5%
10%
15%
20%
25%
30%
35%
40%
17%
38%
21%
7%
4%
12%
How many colleges do students intend to apply to?
Funding & Safety Are Top Concerns
Funding
Safety in surrounding area
Safety on campus
No friends or family nearby
Language barrier
My parents are concerned
Cultural differences
Other
I don't have any concerns
0% 10% 20% 30% 40% 50% 60% 70%
What are students' concerns about studying abroad?
Students need most help with Financial Decisions & Visa Applications
Financial decisions
Writing application essay
Researching colleges
Moving to campus
Deciding where to enroll
English language prep (TOEFL/IELTS)
0% 10% 20% 30% 40% 50% 60% 70% 80%
Which aspects of the enrollment process do students need help with?
Prospective students highly value conversations with campus representatives & current students
University website
College rankings
Conversations with reps
Student conversations
Campus tour
College search sites
Brochures
Guidance counselor
Local education/U.S. office
Independent counselor
University Facebook
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5
How influential are the following experiences in the ap-plication decision? (1-5 scale, 5=most influential)
Prospective students highly value conversations with campus representatives & current students
Traditional college fairs
Live chat (IM)
Campus tour
Phone
Live video Webcast
Social media
Webcam call
Text messaging
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5
Interest in using the following resources to communicate with college representatives (1-5 scale, 5=highest interest)
Most international students won't visit campus before enrolling
All schools My top schools Might visit one or more
No plans to visit0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Plans to visit campuses
Before applyingAfter acceptance
Recruiting Strategies (based on the findings)
• Build your brand in target markets abroad
• Adapt your website & communications to mobile devices
• Use a variety of communication methods
• Build strong relationships early with key international prospects
• Involve parents in the communication flow
• Offer assistance with campus visits to top prospects
• Make funding information easily available
Engage prospective students multiple times throughout the enrollment process - and win them over
• Meet new sophomores and juniors starting the search
• Interact with seniors deciding where to apply
• Target specific segments
• Introduce enrolled students to campus resources
• Improve yield - give admitted students a window to your school
• Invite admitted students to meet with representatives & current students
PROSPECTS
INQUIRIES
APPLICANTS
ADMITS
DEPOSITS
Value Across the Enrollment Cycle
Recruit everywhere you can’t
be physically
195 Countries
Engage prospects through entire
enrollment process
Save cost over traditional recruiting
methods
Improve yield
Amplify your institutional
brand
Reach new high school counselors
MARY ELLEN BREWICK UNIVERSITY OF IDAHO
MARY ELLEN BREWICK UNIVERSITY OF IDAHO
Email: [email protected]: www.uidaho.edu/internationalstudents
University of Idaho
• Founded in 1889• Land grant institution• 8 undergraduate colleges,
graduate, and law school• 12,000 students (UG v GR)• Small town, rural• IPO- ALCP, ISSFS, SA, M&R
UI’s International Enrollment Growth
• 28% One year increase in international students• 53% One year increase in ALCP (Intensive
English) students• 66% Five year increase in international students
2010 (554) 2011 (610) 2012 (666) 2013 (717) 2014 (919)0
100
200
300
400
500
600
700
800
900
1000
62 104 139 147225
215236
278328
483277
270249
242
211
ALCP Undergrad/Nondegree Grad/Law
International Enrollment Snapshot
• New president wants enrollment growth• CRM and Communications • Sponsored Students• Agents• Budget Challenges• Staffing Challenges
UI’s International Enrollment Growth
Fall 2010 Fall 2011 Fall 2012 Fall 2013 Fall 20140
100
200
300
400
500
600
UndergraduateGraduateALCP
Virtual Recruitment for International Enrollment
• Helps us solidify our UI brand • Personal connections• Cost-effective• Engages student ambassadors• Yield activity vs lead generation• Campus wide coordination
Virtual Recruitment Challenges
• Materials– Quality is important-videos, pdfs, websites– Presence in the right places
• Staffing chats– Timing, training, management
• Communicate with current prospects beforehand
• Technology (Technical Support)
Virtual Recruitment Benefits
• Yield events have been successful– Admitted students, Brazilian students
• Encourages collaboration across campus– Website, marketing materials, CRM
• Brand building– EducationUSA, emails, “walk-ins”
Future Goals
• Incorporate Graduate College• Use for individual or small group chats• Increase promotion and chat activity• Increase campus integration
Mary Ellen’s slides
International Growth
2011 2012 2013 20140
1000
2000
3000
4000
International Students at OSU
Marketing
Recruitment
Recruitment
CollegeWeek Live and OSU
Reach more students
Reach more countries
Get admissions involved
Tech-savvy audience
Solid students
233+ leads
65 countries present
3 admissions reps.
Our target audience
7 admits for fall
How to make the most of CWL
Remember the time
Go back to the 90’s
Get a team for peak hours
Have a scholarship plan
Always on & follow up
Increasing yield and retention through:
1. Improving the admissions experience for prospective students
2. Having meaningful conversations at the right time
3. Expanding our reach (international students)
4. Providing greater access (shaping our class)
On-Campus vs. Virtual Open House
On-Campus Open HouseAttendance: 87% from
CaliforniaEthnic Diversity:
Primarily Caucasian
Cost: $18,900Staff time: 3 months
• Virtual Open HouseAttendance: More out of
state & international students
Ethnic Diversity: greater increase
Cost: $1,290Staff time: 3 weeks194 Registrants from
USD Outreach1,132 new leads
Virtual vs. On-Campus Open House
Virtual Open House: Attendance: 45 states and 104 countries
Northeast 11.0%Southeast 6.5%Midwest 9.8%
Southwest 8.0%West (includes AK & HI) 34.8%
Non-U.S. 29.8%
Virtual vs. On-Campus Open House
• Virtual Open House: AttendanceWhite or
Caucasian29%
Puerto Rican2%
Other7%
Native American 0%
Multicultural9%
Mexican / Mexican American
8%
Hispanic / Latino10%
Asian / Pacific Islander
24%
African Amer-ican / Black
13%
On-line Opportunities: Applicants & Admits
•Applicants: Chats with counseling staff
•Admits: Theme Chats with Staff and StudentsHonors studentsOut of stateTorero LifeAcademics & Undergraduate ResearchUniversity MinistryChangemaking
On-line Opportunities: Deposits
Summer Orientation: Webcasts & using always on chats
4 Webcasts from May-August:Get Classes: Registration with Dean’s Office and Faculty
AdvisorsGet Down to Business: Paying your Bill, Getting Your
Financial Aid & Avoiding Long Lines with Financial Aid, One Stop and Student AccountsGet Ready: Parent Webinar on Supporting Your Student
During the College Transition with Parent Relations and Student Wellness CenterGet Excited: Countdown to Arrival with Student
Affairs
Results from Using Webcasts
Get Classes: Registration:Prior to using webcast: Registration dragged out for 2
monthsCurrent: 63% completed registration within 2 weeks of
webcast97% completed registration within one
month
Get Down to Business:Prior to using webcast: long lines during orientationCurrent: 41% attended live webcast
Get Excited: Countdown to Arrival: 60% viewed webcast in 2013
Greatly Improve Recruiting Results
Augment recruiting visits & better engage more students
• Start conversations before live meetings & continue them afterward
Go where you can’t be – expand your recruiting reach online
• Meet engaged college-bound students everyday, online
• Overcome a decline of applicants
Overcome budget constraints that hinder recruiting
Hit enrollment goals
UC Davis features CWL events on their main landing page as a one-stop-shop for prospective
& accepted students
Greatly Improve Yield
Example of a CollegeWeekLive yield event for accepted students conducted by
The University of Notre Dame
Engage with accepted students & their parents on:
• Student & campus life• Housing• Financial aid • Enable 1:1 discussions with
students & parents
Turn more accepted students into enrollees
The average student applies to 10-12 schools, vs. 5-6 a few years ago – making yield much more hard-fought
Engage Students on Their Preferred Communication Channels
Live chat example, Western Michigan University• This example shows Western Michigan admissions
engaging with a student about their intended major
Mobile & Tablet Accessible
Expand Access to InternationalHigh School Counselors & Advisers
CollegeWeekLive High School Connect
• Enables 2-way communication between High Schools/Advising Centers & Colleges
• Build new relationships with high schools & their counselors
Honduran High School Students & Counselor engaging with colleges
using CollegeWeekLive
US Embassy in Laos hosts viewing party for EducationUSA Virtual Fair through CollegeWeekLive
State Department/CollegeWeekLive Public-Private Partnership
• Following several successful virtual fair partnerships
• Private – Public Partnership MOU agreed upon between State Department and CollegeWeekLive and signed in May 2014
• Partnering on 7 Virtual Fairs a year (3 regional + 4 Global)o One of the global fairs is during International Education Week (IEW) which
the State Department is is using as the flagship event with an additional marketing/ social media push + on the ground viewing events
o Also on the ground events planned for the upcoming Latin America Day as part of 100K Strong Americas Initiative.
Thank You and Questions