prevailing trends: how to engage international …...prevailing trends: how to engage international...
TRANSCRIPT
Prevailing Trends: How To Engage International Students in Admissions
NAFSA National Conference, May 28, 2015
Presenters
Marty Benne* Manager, Interna+onal Partnerships
Mitchell Chavez Associate Director of Interna+onal Admissions
Clayton Harmon Interna+onal Recruitment & Admissions Coordinator
Agenda Agenda
• Introduc)ons • Ruffalo Noel-‐Levitz Survey
• key demographics
• Poll the audience – interac)ve poll ques)ons
• Survey highlights
• Case studies from public & private universi)es recrui)ng ESL, undergrad and graduate interna)onal students
• Major takeaways • Ques)ons
What We Do – Marty – CollegeWeekLive
Enable online, live, and interactive student engagement throughout the
enrollment process
CollegeWeekLive Clients
Abilene Christian University American University Azusa Pacific University Ball State University Boston Architectural College Broward College Butler Community College Caldwell University Centennial College Christopher Newport University College of DuPage Columbia College Cornell University CUNY, College of Staten Island Daemen College Design Institute of San Diego Durham College East Tennessee State University Eastern Illinois University Emory University Florida International University Full Sail University Gannon University Grambling State University Hilbert College
Illinois College Illinois Institute of Technology Lakeland College Manhattanville College Marquette University Miami Dade College Miami University of Ohio New York University North Carolina State University North Dakota State University Nova Southeastern University Oregon State University Otero Junior College Pace University Pittsburg State University Purdue Calumet Roger Williams University Rowan University Saint John’s University, NY Saint Louis University Sam Houston State University St. Thomas University Stevens Institute of Technology Suffolk University SUNY, Binghamton University SUNY, Potsdam SUNY, University at Albany
Texas Tech University The University of Arizona University of Bridgeport University of British Columbia University of California, Davis University of Colorado, Denver University of Florida University of Houston University of Idaho University of Illinois at Chicago University of Michigan, Flint University of Nevada, Reno University of Notre Dame University of Portland University of San Diego University of Tampa University of Texas, Arlington University of Wisconsin-Stout Utah State University Valencia College Virginia Tech Washington State University West Chester University …and more…
250+ college and university clients
CollegeWeekLive Partners
Survey Results 3rd annual International E-Expectations Survey
• In coopera)on with Ruffalo Noel-‐Levitz • 2700+ student respondents • Represen)ng 164 countries • 47% seeking undergraduate studies, 53% seeking graduate studies
Global Representation 2714 respondents from 160 countries
Top countries of origin
31%
7% 3%
2%
15%
Undergraduate Students
Senior
Junior
Sophomore
Freshman
Transfer
17%
23%
Graduate Students
Currently in college
Not in college
Regional Breakdown
Poll Questions https://www.polleverywhere.com/survey/BzahARTav
1. Which of the following factors most influenced undergraduate students’ decisions to a_end a college/university outside of their home country?
2. What do students see as the biggest obstacle to study outside their home country?
3. What percentage of interna)onal students have looked at a college/university website on a mobile device?
Survey Highlights
Motivations for Studying Abroad
59%
21%
19%
16%
12%
0% 20% 40% 60% 80% 100%
Interested in a par)cular college/university
Private scholarship offered
Government funding
Interested in studying with a par)cular professor
No higher educa)on opportuni)es in home country
Graduate Students
62%
24%
17%
14%
13%
0% 20% 40% 60% 80% 100%
Interested in a par)cular college/university
Currently a_ending an interna)on high school
Private scholarship offered
Government funding
No higher educa)on opportuni)es in home country
Undergraduate Students
70+% will apply to 3 or more schools!
# of Applica?ons Undergraduate Graduate
1 to 2 17% 19% 3 to 5 46% 47% 6 to 10 19% 16% 11 to 15 5% 3% More than 15 3% 4% Unknown 10% 11%
Top Concerns for Studying Abroad
77%
38%
24%
23%
18%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Financial requirements
Visa requirements
Safety in surrounding area
Safety on campus
Language barrier
Graduate Students
77%
31%
28%
27%
26%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Financial requirements
No friends or family nearby
Visa requirements
Safety in surrounding area
Safety on campus
Undergraduate Students
Afer money – main concern for prospec)ve undergraduates – friends & family nearby
Prospec)ve graduate students most concerned about the visa requirements (afer money)
Top 6 Most Influential Resources
How interna?onal student-‐friendly is your website?
4.22 4.12 3.89 3.56 3.4
3.1
1
2
3
4
5
College website
College rankings
College search websites
College brochures
College social media posts
Educa)onUSA office
Undergraduate Students
4.32 4.26 3.93
3.67 3.49 3.31
1
2
3
4
5
College website
College rankings
College search websites
College brochures
College social media posts
Educa)onUSA office
Graduate Students
Very influen)al
Not at all influen)al
Very influen)al
Not at all influen)al
Top 5 Viewed Content Areas On College Websites
The bo*om 3 areas for both undergrad & grad prospects (under 25%): Calendar of Events, Athle)c programs, and Campus Visit Details
89%
87%
87%
69%
62%
Academic program lis)ng/majors
Cost
Financial aid
Enrollment/admissions info
Applica)ons
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Undergraduate Students
89%
88%
82%
70%
68%
Academic program lis)ng/majors
Financial aid
Cost
Interna)onal student services
Enrollment/admissions info
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Graduate Students
View college websites on a mobile device
Google mobile-‐friendly website checker: h_ps://www.google.com/webmasters/tools/mobile-‐friendly/
69%
31%
Graduate Students
Yes
No
78%
22%
Undergraduate Students
Yes
No
NB: Access the web most ofen from desktop/laptop (57%), but 38% use mobile most (up from 17% 2 years ago)
NB: 61% of grad prospects use desktop/laptop most, 35% use mobile most (up from 28% in 2014)
Importance of Communication Throughout the Recruitment Process
4.23 4.3
4.77
4.23 4.39 4.4 4.4 4.35
1
2
3
4
5
Before applying During the applica)on process (2015 only)
Afer gemng accepted Afer deciding to enroll (during orienta)on)
Undergraduate Students Graduate Students
Very important
Not at all important
Top Areas of Support Needed During the Enrollment Process
73%
51% 47% 47% 43% 41%
0%
20%
40%
60%
80%
100%
Financial Decisions Wri)ng an applica)on essay
Deciding where to apply
Applying for a visa Researching colleges Moving to campus
Undergraduate Students
72% 58% 55% 49% 48% 44%
0%
20%
40%
60%
80%
100%
Financial Decisions Applying for a visa Researching colleges Wri)ng an applica)on essay
Deciding where to apply
English language prep
Graduate Students
Very influen)al
Not at all influen)al
Online Interactions Influencing Where Students Apply
4.09 3.98
3.61 3.56 3.54 3.53 3.4 3.35
4.19 4.07
3.67 3.74 3.56 3.52 3.54 3.48
1
1.5
2
2.5
3
3.5
4
4.5
5
Meet with admissions
representa)ve
Meet with college
representa)ve
College video presenta)on
Meet with school counselor
Virtual open house
Virtual campus tour
Meet with independent
counselor/agent
Virtual college fair
Undergraduate Students Graduate Students
Influen)al
Somewhat influen)al
Not very influen)al
With who do students most want to interact?
62%
56%
52%
50%
45%
45%
54%
59%
66%
66%
74%
74%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Alumni
Current interna)onal student
Professors
ISS representa)ve
Admissions representa)ve
Financial aid representa)ve
Graduate Students
In-‐person Virtual
56%
53%
47%
44%
38%
36%
59%
61%
68%
70%
79%
81%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Alumni
Current interna)onal student
ISS representa)ve
Professors
Financial aid representa)ve
Admissions representa)ve
Undergraduate Students
In-‐person Virtual
In-person Interactions with Top Choice College
For Undergrads: 44% no in-‐person contact vs. 14% no online contact with top choice. 54% with 3 or more online contacts with top choice For Grads: 54% have no in-‐person interac)on vs. 15% had no contact online w/ top choice. 47% will have had more than 3 contacts online.
44% 36%
15% 3% 3%
14% 32% 26%
11% 17%
0%
20%
40%
60%
80%
100%
0 1 to 2 3 to 5 6 to 10 More than 10
Undergraduate Students
In-‐person Online
54%
32%
10% 2% 3%
15%
37% 25%
11% 11%
0%
20%
40%
60%
80%
100%
0 1 to 2 3 to 5 6 to 10 More than 10
Graduate Students
In-‐person Online
Plans to Visit Campus
10% 12% 20%
58%
16% 31% 26% 26%
0%
20%
40%
60%
80%
100%
All schools I am considering My top schools One or two schools No plans to visit
Graduate Students
Befor Applying Afer Accepted
9% 12% 20%
59%
15% 30% 25% 30%
0%
20%
40%
60%
80%
100%
All schools I am considering My top schools One or two schools No plans to visit
Undergraduate Students
Before Applying Afer Accepted
Parents Influence on Student’s Decision
Prospec)ve undergrads are increasingly more dependent on parents on their decisions!
50%
49%
1%
52%
47%
1%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Student makes the decision
Joint decision with parents
Parents make the decision
Graduate Students
2015 2014
56%
42%
2%
58%
40%
2%
61%
37%
2%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Joint decision with parents
Student makes the decision
Parents make the decision
Undergraduate Students
2015 2014 2013
Top 5 Preferred Communication Channels
FYI: lowest rated is tex)ng, but growing fast!
4.48 4.2 3.84 3.66 3.62
1
2
3
4
5
Send an email Meet reps at in-‐person college
fairs
Instant messaging (live chat)
Meet reps at virtual college
fairs
Live interac)on during a video presenta)on
Undergraduate Students
4.59 4.09 4.02 3.83 3.82
1
2
3
4
5
Send an email Meet reps at in-‐person college
fairs
Instant messaging (live chat)
Live interac)on during a video presenta)on
Meet reps at virtual college
fairs
Graduate Students
Very influen)al
Not at all influen)al
Very influen)al
Not at all influen)al
Interest in Virtual Contact with Colleges
21%
59%
19% 23%
61%
15%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Yes, and have met virtually Yes, but haven't had an opportunity
Not interested in mee)ng virtually
Interest in Virtual Mee)ngs
Undergraduate Graduate
80% of interna?onal undergrads & 84% of grads want virtual mee?ngs with you!
University of Colorado, Denver Mr. Clay Harmon, Intl Recruitment & Admissions Coordinator ([email protected])
University of Colorado Denver A Comprehensive Public University in an Urban Setting
About CU Denver • Medium-‐sized, comprehensive public university with health sciences specializa)on • 14,500 students, 8% interna)onal (top senders: India, Saudi Arabia, China) • Programs of note: ESL, Business, Engineering, Architecture, Arts & Media, Medical About Interna)onal Admissions • Recruit for ESL, undergraduate, and graduate; manage undergrad applica)ons • Recruitment strategies include travel, agents in addi)on to online tools • Part of larger Office of Interna)onal Affairs
University of Colorado Denver Online Tools for Recruitment and Conversion ( = Planned Future Tools)
Online Tool Lead Genera?on Prospect/Applicant Conversion
Admit Conversion/ Yield Ac?vi?es
Facebook, Other Social Media ! ! !
CollegeWeekLive: Always On ! ! !
CollegeWeekLive: Int’l Fair Events !
SAT/TOEFL/GRE Name Purchases !
iOpinion iPad App !
OIA Messaging Plasorm ! !
Royall: Applicant Messages ! !
Applica)on Fee Waiver Events !
ESL Skype Interviews !
CollegeWeekLive: HS Connect !
CollegeWeekLive: Private Events ! !
Pace University Ms. Mitchell Chavez, Associate Director, International Admissions ([email protected])
Pace University
• A private metropolitan university • Pace enrolls approximately 12,500 students in bachelor’s,
master’s, and doctoral programs: • Undergraduate: 8,336 • Graduate: 3,705 • Law Students: 731
• Student/Faculty ratio: 15:1 • International student enrollment (annual): 1,800+
Pace University
Lead Generators
Online Services
Social Media
Takeaways How do international students act? How can you respond accordingly?
• Students remain flexible in terms of where they apply. • Ins)tu)onal website content is the most important source for students.
• Students view your site on their mobile phones. • Online interac)ons with ins)tu)ons are important influencers as to where students apply.
• Parents need to be considered in outreach strategies. • Don’t count on students visi)ng campus to win them over. • Students expect communica)on throughout the enrollment process.
Questions
Thank You!
Presenta)on available online – via NAFSA mobile app & on Slideshare at: h_p://www.slideshare.net/martybenne_/