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International Education Program Recruitment Plan

2014-2015

Submitted by Christina M. Delgado International Education Program Director

College of the Desert July 17, 2014

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Contents

Page Number

Review of 2013-2014

2013-2014 Enrollment Trends 2-6 2013-2014 Recruitment Review 7-8 Recruitment Plan for 2014-2015 9-12 Estimated Return on Investment Estimate 2014-2015 13

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Mission of the International Education Program:

The mission of the International Education Program (IEP) is to provide comprehensive support

services for our international students, support revenue generation and diversity goals of COD by

actively seeking opportunities to increase our student population, and support initiatives that seek to

increase multicultural awareness for all students at the COD campus.

Review of 2013-2014

General Fund Contribution from IEP/IEA for 2013-2014:

The International Education Program continues to exceed our estimated financial commitment to the

General Fund for 2013-2014. Estimated general fund contribution from international student tuition is

approximately:

$470,000 from college level enrollment

$50,000 from Intensive English Academy enrollment

2013-2014 Enrollment Trends:

COD had a slight increase in overall international student enrollment in 2013-2014. Spring 2014

enrollment was very strong due to a substantial increase in our Saudi Arabian enrollments (52

students), as well as 38 Bukkyo University students enrolling in our Intensive English Academy for the

2 week English/Culture program in February 2014. It is anticipated that both enrollment streams will

continue to see growth in the upcoming year.

The graphs on the following pages provide more details.

Graph 1 outlines total international student enrollment for both the College level program and Intensive

English Academy (IEA).

Graph 2 outlines new student enrollment for both college and IEA programs.

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Graph 1:

Graph 2:

F-1 Enrollment: Combined Academic & IEA

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Sizable growth from Saudi Arabia is the primary enrollment trend in 13-14 with 47 new Saudi students

enrolled at the college and 8 new Saudi students enrolled at the IEA. The Saudi Arabia Cultural

Mission (SACM) recently opened their scholarship program to community colleges and most

community colleges are seeing sizable enrollment increases due to this change.

The large influx of Saudi students has been important in maintaining total program numbers as COD

does continue to have retention problems with international students transferring to other schools that

they perceive as having stronger transfer rates to the UC/CSU systems. Therefore, we struggle to

recoup our numbers with new enrollments each semester. This continues to affect COD’s ability to

grow at a consistent level.

A comparison of enrollment by country for the fall 2013 and fall 2012 semesters is included below.

This chart is important in determining specific enrollment trends for COD/IEA and is used in planning

future recruitment opportunities.

COD/IEA International Student Enrollment by Country

Country # of

Students # of Students Country # of Students

# of

Students

Fall 2013 Fall 2012 Fall 2013 Fall 2012

Japan 42 42 Norway 2 1

Saudi Arabia 26 2 Argentina 2 0

China 22 32 Serbia 2 2

Canada 18 18 Palestine 2 0

Brazil 16 12 Belgium 1 1

S. Korea 11 18 Bulgaria 1 1

France 9 4 Chile 1 1

Taiwan 9 7 Congo 1 1

Australia 5 7 Costa Rica 1 1

Vietnam 4 6 Germany 1 2

United Kingdom 3 1 Ghana 1 1

Thailand 3 4 Italy 1 2

Iran 3 3 Moldova 1 1

Egypt 3 3 Nigeria 1 0

Jordan 3 2 Philippines 1 5

Mexico 2 2 Poland 1 1

Nepal 2 2 Spain 1 1

Netherlands 2 1 Sweden 1 1

Norway 2 1 Venezuela 1 3

The above chart indicates that our numbers from Saudi Arabia increased by 1100% over the previous

fall semester. This growth continued into spring 2014 with a total of 59 Saudi Arabian students

enrolled in our programs. We anticipate our number of Saudi students to continue to grow and are

actively working on ways to deal with the impact that this has on the workload in the international

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program due to the institutional requirements of hosting SACM students. Additionally, SACM

students are approved for study in STEM majors and we anticipate a noted impact on specific

instructional divisions. We will be working with the most affected instructional divisions to assist

faculty to integrate these students into their classroom and mitigate any potential issues that may arise.

Our numbers from Japan remained steady as there has been a slight increase from the previous decade

of declining enrollment from this country. Recent initiatives by the Japanese government, aiming to

increase their global competitiveness through study abroad opportunities, are helping to reverse the

decline. The trend includes a change to short term study options of either a semester or year for

Japanese students. This does affect COD’s overall enrollment as many new Japanese students no

longer complete a full degree.

Canada and Brazil also show strong numbers in our programs. The interest from Canadian students is

primarily due to their familiarity of the Palm Springs area as a tourist destination. Our Canadian

students are from the Alberta or British Columbia provinces, reflecting a common trend in our tourist

market.

Steady numbers from Brazil are primarily related to athletic enrollments as our teams (most notably

tennis) are well-known in this country. Additionally, initiatives by the Brazilian government to

increase English language use and study abroad opportunities for their citizens are helping to increase

our enrollments as well.

Although China and South Korea are among our top markets, we are not experiencing the same growth

in enrollment as national statistics would indicate. Part of this may be explained by the emphasis on

“ranking” in the Chinese market and their emphasis on UC transfer rates. COD’s transfer rates to the

UC system are lower than our California community college competitors and there is a strong presence

from California community colleges in both regions. However, both countries represent strong

markets for community colleges and language programs and should continue to be targeted for

potential growth.

National Trends:

A comparison with national trends is also an important part of our recruitment planning process. IIE

Open Doors is a publication which provides enrollment statistics for international programs throughout

the US. The two charts below outline enrollment statistics for both Associate institutions and intensive

English programs from the IIE Open Doors 2013 report:

Top Sending Countries to Associate Institutions in the US

1. China 11. India

2. South Korea 12. Taiwan

3. Vietnam 13. Venezuela

4. Japan 14. Canada

5. Mexico 15. Colombia

6. Hong Kong 16. Thailand

7. Indonesia 17. Philippines

8. Saudi Arabia 18. Turkey

9. Sweden 19. Nepal

10. Brazil 20. Nigeria

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Top Sending Countries to Intensive English Programs in the US

1. Saudi Arabia 11. Venezuela

2. China 12. Colombia

3. South Korea 13. Spain

4. Japan 14. France

5. Brazil 15. Vietnam

6. Taiwan 16. Thailand

7. Italy 17. Mexico

8. Kuwait 18. Sweden

9. Turkey 19. Switzerland

10. Germany 20. Russia

Enrollment trends vary by program type (college vs intensive ESL). As our program recruits for both

college and intensive ESL students, it is important that we review the data for both types of programs

to best determine where we focus our marketing efforts. At times, enrollment trends overlap; however,

enrollment trends can be quite different depending on the type of program. An example of this would

be the strong numbers from the European market in intensive ESL enrollments that are not mirrored in

community college enrollments. This information is important when planning recruitment at COD as

we must watch trends in two potentially distinct arenas.

University/Community College:

International undergraduate study grew by 10% in the US over the previous year; however, community

colleges continued to see slight decline with a 1.4% total decline. Of note is that new international

student enrollment is on the rise at the community college with a growth of 10% over the previous

year. As such, it is estimated that total international student enrollment at community colleges should

show increases in the near future. Notable increases from China, Saudi Arabia, Iran and Kuwait were

the primary changes over the previous year. (IIE Open Doors 2013)

Intensive English Programs:

Intensive English enrollment grew by 8% nationally. Of interest is that there was substantial growth

among certain countries for intensive English programs: Italy (151%), Oman (134%), Kuwait (40%)

and Switzerland (140%). This can be partially related to government sponsored programs which

encourage their nationals to study overseas to improve English skills. Additionally, there is continued

growth for Japan (18%) and Brazil (12%) which are two countries that have consistent enrollment at

the IEA. (IIE Open Doors 2013)

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2013-2014 Recruitment Review:

For the 2013-2014, the following recruitment trips were initially scheduled:

Fall 2013: Brazil, South Korea, Japan, Germany

Spring 2014: Middle East, China, Taiwan, Vietnam (potential)

The recruitment trips to the Middle East, Germany and Vietnam were canceled due to scheduling

conflicts. A similar agent conference was attended in Miami, Florida in lieu of that scheduled in

Germany.

Return on Investment for international recruitment is difficult to pinpoint as there is often little

immediate return on recruitment activities. Most international recruitment activities require an

investment of time to see results in terms of student enrollment. However, it is important to maintain a

visible presence overseas in order to establish name recognition and build upon relationships with our

partners. Such consistent presence is critical to securing future enrollments at the college. The chart

below highlights enrollments received based on participation in fairs and visiting with our educational

agents/partners in the region:

Country Visited: Number of Students Recruited:

Brazil 11 (6 for sp 14; 5 for fa 14)

South Korea 1

Japan 5

China (1 app for fa 14)

Taiwan 1

We do already see a return on investment from our recruitment activities with enrollments at both the

college and IEA level:

Return On Investment:

One Year of

Enrollment

Two years of

Enrollment

Total Investment in 2013-2014 Travel: $45,500 $45,500

Tuition Generated from Students Enrolled: $63,840 $127,680

Return on Investment: $18,340 $82,180

Summary of Activities:

The trip to Brazil consisted of university fairs and visits to local high schools and educational agencies.

Visits with two partners in Brazil led to immediate enrollments in the spring semester, highlighting the

importance of face-to-face meetings with our overseas representatives. The university fairs were

organized by the Department of State and were US focused which although resulting in smaller overall

turnout can result in better results for the college. Fairs were well attended by students looking for

both academic and language study.

The trip to South Korea was disappointing with slow traffic at the university fair. The COEX fair is

one of the primary recruitment venues in Korea; however, traffic at the US section is often slow. Other

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fair options may need to be considered in the future as South Korea is a viable market. Agent visits

were conducted with moderate success.

Japan was very productive with participation in a university fair hosted by one our partner agencies and

assistance received at the booth from two COD alumni. Students were primarily interested in English

language study in the US. In addition to participating in the fair, 17 agencies were visited during this

weeklong trip. The agencies indicated a renewed interest in US study due to the recent government

initiatives for study abroad. A visit to COD’s partner university, Bukkyo University, in Kyoto, Japan

was also productive. As a result, we welcomed 38 students for a 2 week cultural program at the IEA in

February 2014. Since 2008, Bukkyo University has sent COD and the IEA a total of 110 international

students for either a one year study program at COD or a 2 week cultural program at the IEA. This is a

very important relationship for COD and one that should continue to be nurtured in the future.

The trip to China was very well organized and included visits to local high schools, university fairs and

visits to educational agencies. China is a highly competitive market for both language and college

study and although there is great interest in US study, there is strong competition from almost every

sector of the education market. As mentioned previously, the Chinese market places heavy emphasis

on college rankings and/or university transfer statistics. COD’s transfer rates are comparatively lower

than other California community colleges that are actively recruiting in China which makes recruitment

challenging. However, there was strong interest in our programs from our educational representatives

as they seek alternatives to overly saturated institutions. Additionally, the high school advisors seemed

to show a growing interest in the community college as an option for their students.

Taiwan shows potential for growth in both programs. Although the fair attendance was disappointing,

visits to local educational agents was very positive. In fact, we have one application for fall 2014 from

a new agent that was visited during this trip. Agents were interested in our programs as we have both

community college and intensive English options available in one location. Taiwan should be visited

again; however, another university fair provider will be chosen to ensure maximum exposure for COD.

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2014-2015 Recruitment Schedule:

The recruitment plan for 2014-2015 targets areas that have strong enrollment numbers and areas of

potential growth. COD’s enrollment patterns and industry-wide enrollment patterns from the Institute

of International Education (IIE) were reviewed when creating this plan.

The plans for fall 2014 are set; however, plans for spring 2015 are tentative based on final tour dates

and costs. Estimated Return on Investment for all 2014-2015 recruitment activities can be found on

page 13.

Fall 2014:

Location: Canada

Dates: September 26 - 30

Total Estimated Cost: $7,000

Rationale: COD has experienced an increase in numbers from Canada over the past few years. Palm

Springs is a known vacation destination for Canadian nationals with particular interest from Alberta

and British Columbia. These are the two provinces that will be targeted. Additionally, IIE Open Doors

2013 reports that Canada has shown a 2% growth nationally and become the 5th

leading place of origin

in US educational institutions.

Risks: Little to report.

Anticipated Results: Anticipated recruitment includes 2 students within the first year at the college

program. Additionally, this trip will allow us to build COD’s name recognition in the country.

Location: Brazil

Dates: September 21-29

Total estimated cost: $14,000

Rationale: Brazil is one of the top 10 sending countries for both college and intensive English

programs and is among the top 5 populations at COD. Additionally, due to initiatives by the Brazilian

government to increase English language skills ahead of the Olympics, US academic and intensive

English programs are experiencing increases in enrollment.

Risks: Moderate. There is strong competition from other US language and college programs in this

region.

Anticipated Results: Anticipated recruitment includes 3 students within the first year. This visit will

continue to build upon existing relationships with educational partners in the region and establish new

contacts.

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Location: Taiwan, South Korea, Japan

Dates: October 10 – 28, 2014

Total estimated cost: $14,000

Rationale: South Korea is a growth market nationwide and is a strong market at COD. Trends

suggest growth potential in this market for both COD and the IEA. Japan has consistently shown

strong enrollments at both the college and IEA programs. Additionally, a trip to Japan will allow us to

build upon our successful collaboration with Bukkyo University in Kyoto. The visit to Taiwan will

allow COD to build upon relationships that were initiated last year.

Risks: Little to report.

Anticipated Results: Anticipated recruitment includes 4 students within the first year. Long term

recruitment benefits include building upon existing relationships within these countries and marketing

our customized program opportunities with partners.

FALL SEMESTER TOTAL TRAVEL EXPENSES: $35,000

Spring 2015:

Location: Middle East

Date: March

Total Estimated Cost: $13,000

Rationale: Geographic similarities make COD appealing to Middle Eastern students. The need for

intensive English study is high and benefits the IEA program. In addition, COD is also on the

“approved school list” for Kuwaiti students and there is potential for growth in this market. There is

also a need to diversify our student population from the Middle East given the growth in the Saudi

population.

Risks: There are currently no travel warnings for the countries being visited. The market is very

relationship oriented requiring greater investment of time to cultivate results.

Return on Investment: Anticipated recruitment includes 3 students in the first year. Long term

benefits include the ability to establish and maintain relationships with partners that are essential to

recruitment in this region.

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Location: China

Dates: March

Total estimated cost: $13,000

Rationale: China is one of COD’s top sending countries. Nationally, Chinese enrollment numbers

continue to increase in both community college and intensive English programs; however, COD has

not seen its share of growth in this market. A multi-city trip in China will help to build name

recognition for our programs.

Risks: Little to report. Visa approval rates continue to be strong in China.

Anticipated Results: Anticipated recruitment includes 2 students within the first year. Long term

recruitment benefits include building upon existing relationships within China and maintaining a

presence in the region.

Location: Vietnam

Dates: March

Total estimated cost: $8650

Rationale: Vietnam continues to be a growth market for both community colleges and intensive

English programs. Nationally, Vietnam is in the top 3 sending countries for community colleges and

within the top 10 sending countries for intensive English programs. COD has struggled to garner its

share from this market, however, Vietnam still offers strong potential due to the high enrollment rates

at community colleges across the country. A visit to Vietnam was not made in 13/14 and a renewed

commitment to the country is needed at this time.

Risks: Moderate. There is strong competition from other US institutions and private intensive ESL

programs.

Anticipated Results: Anticipated recruitment includes 2 students within the first year. Long term

recruitment benefits include building upon COD’s name recognition in Vietnam and re-establishing

COD among our contacts in the region.

Location: Spain, Italy (potential)

Dates: March

Total estimated cost: $11000

Rationale: Spain and Italy show strong numbers for intensive English programs in the USA with Italy

showing a 151% increase nationally. The IEA has had enrollments from both countries which is a new

trend for our program. IEA enrollment numbers combined with national statistics indicate that this is a

potential growth market for the IEA. The fair in Spain also includes an agent fair which will allow us

to make contacts with local recruitment partners.

Risks: Moderate. There is strong competition from other ESL programs in the US. There is a

tendency for European students to look for East coast schools; however, our location in California is

positive. This is a new market for COD/IEA and will take time to see results.

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Anticipated Results: In the short term, COD/IEA may not receive immediate enrollments as this is a

new market. However, opening this market for COD/IEA will lead to enrollment for both programs in

the future.

SPRING SEMESTER TOTAL TRAVEL EXPENSES: $34,650-45,650

ESTIMATED TOTAL TRAVEL

EXPENSES FOR 2014-2015 YEAR: $69,650-80,650

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Total Estimated Return on Investment for 2014-2015 Recruitment Activities:

Total Return on Investment Based on One Year Of Enrollment:

Canada Brazil Taiwan, Korea,

Japan Middle East China Vietnam Spain/Italy TOTAL

Total COD Investment $ 7,000 $ 14,000 $ 14,000 $ 13,000 $ 13,000 $ 8,650 $ 11,000 $ 80,650

Total Tuition Generated $ 9,456 $ 14,184 $ 18,912 $ 14,184 $ 9,456 $ 9,456 $ 4,728 $ 80,376

Total Return on Investment: $ 2,456 $ 184 $ 4,912 $ 1,184 $ (3,544) $ 806 $ (6,272) $ (274)

Total Return on Investment Based on Two Years Of Enrollment:

Canada Brazil Taiwan, Korea,

Japan Middle East China Vietnam Spain/Italy TOTAL

Total COD Investment $ 7,000 $ 14,000 $ 15,000 $ 15,000 $ 13,000 $ 8,650 $ 11,000 $ 83,650

Total Tuition Generated $ 14,184 $ 28,368 $ 28,368 $ 21,276 $ 18,912 $ 18,912 $ 7,092 $ 137,112

Total Return on Investment: $ 7,184 $ 14,368 $ 13,368 $ 6,276 $ 5,912 $ 10,262 $ (3,908) $ 53,462