Marketing International Marketing International EducationEducation

AWISA January 2008AWISA January 2008Ross JenningsRoss Jennings

VP – International ProgramsVP – International ProgramsGreen River Community CollegeGreen River Community College

The Three “Secrets”The Three “Secrets”

• Take care of people– Students– Partners– Each other

• Keep shooting• Never give up

The “4 P’s”The “4 P’s”

• Product• Price• Place• Promotion

Your ProductYour Product

• Define, Simplify, Shape• Magic number is 3• Advantages & Parities• Competition: high road

Your Internal EnvironmentYour Internal Environment

• Leadership support & expectations

• Campus climate• Programs• Budget• Staff• Systems• Static or dynamic?

GoalsGoals

• Who sets them?• Hard goals

– $– Number of students

• Soft goals– Exchanges– Study abroad– “Culture”

• Value to school• 1 & 5 year parameters

Planning and ImplementationPlanning and Implementation

Director

Office support Services & advising Recruitment

P&I1: ProgramsP&I1: Programs

• Saleable Programs• New programs or

facilities you would like– Realistic– Unrealistic

• English

P&I 2: Recruitment StrategiesP&I 2: Recruitment Strategies

• Countries & regions• Armchair• Fairs• Advertising• Agents• Schools• Web• Other

P&I 3: RetentionP&I 3: Retention

• Involvement• Programs• Services

P&I 4: Budget & MeasurementP&I 4: Budget & Measurement

• Budget– ROI– Static vs dynamic– Conservativism

• Measurement– Recruitment– Retention

0

10

20

30

40

50

60

70

80

90

1stQtr

2ndQtr

3rdQtr

4thQtr

East

West

North

What to MeasureWhat to Measure

• Recruitment (by qtr)– Applications– % Apps to I-20s– % I-20s to

enrollments– New students– IESL/academic– Visa denials– Housing choices– By country

• Retention (by qtr)– 1st quarter escapes– Returning students– Retention/attrition– Students in

activities

Indirect AlliesIndirect Allies

• Government organizations– Local/US– Abroad

• Companies• NGOs• Friends in the

community• Friends abroad

Create your own DepartmentCreate your own Department

• Vision and plan– Targets– Inputs (money, staff)– Entrepreneurial

• Sell plan to boss• Sell plan to college• Go for the long haul• Love your students• Work your ass off

Lessons LearnedLessons Learned

• Take care of people• Make mistakes• Learn from them• Steal good ideas• Share your own (from

an ex-paranoid)• No magic bullets• Balance new & old• Setbacks will come• Go for the long haul