International Recruitment Tools & Techniques: One Size Doesn’t Fit All MAY 29, 2015 11 A.M.-12:15 P.M 1
Session Introduction With the demographic downturn in the United States and increased competition for international students, growing numbers of institutions are recruiting internationally. This session, rooted in the realization that each school is different in terms of staffing and budget, provides an overview of best practices related to international recruitment . 2
Introduction of Panelists Judy T. Irwin, Chair, Connect Globally Mark A. Ashwill, Capstone Vietnam Mark Hallett, Colorado State University Jennifer Falzerano, Lane Community College 3
Multifaceted Strategies/Approaches � The Basics � On- and Off-line Promotional Tools/Outreach � Choosing Markets � Retention Processes � Using Outside Resources 4
Three Perspectives Related to International Student Recruitment � Recent Trends � Best Practices � Proven Tools and Techniques 5
The Basics � Different tools & techniques for different institutions & markets (online, offline) � The Three P's – Patience, Persistence, Perseverance � Printed & digital promotional materials in the local language � Online Is Where It’s At! � Strategy 6
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Current Overseas Study Trends 1) United States (25,982) 2) Australia (17,993) 3) China (14,000) 4) Japan (13,000) 5) Singapore (10,000) 8
Vietnamese Students in the US (2/15) 9
Vietnam in 2015: Young & Connected 10
Vietnam Ranks 4 th 11
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Facebook YouTube Zing.vn Mp3.zing.vn Somo.vn 13
Facebook - 13-25: 21 million 14
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Facebook Ads & Google AdWords 16
Geo-Targeted Advertising 17
Online Articles 18
Banner Ads, Text Messages & Email Blasts 19
Institutional App App 20
Translation, Printing & Distribution 21
Print Media – Still Relevant 22
High School Mini-Fairs 23
Public Fairs 24
What is most likely to be effective for YOUR institution? 2-3 Year Commitment Find out what works and what doesn’t Make mid-course corrections, if necessary 25
Session Blog ¡ Posts, Links, Web-Based Resources, Survey Results, Your Two Cents (?) http://tinyurl.com/mp5t6nx 26
International Recruitment Tools & Techniques: One Size Does Not Fit All Jennifer Falzerano, Director of International Programs 27 Lane Community College
Lane Community College • Comprehensive Public Community College located in Eugene, Oregon. ¡ ¡ • Average enrollment of about 10,000 American students each year and 400 international students from 40 countries. ¡ ¡ ¡ • Offering ESL, 2+2 programs, and Career and Professional programs in Aviation, Culinary Arts, Tourism, 28 and range of business and computer science courses.
Strategic intent to expand International Enrollment at Lane • 2009-2010 Academic Year - Lane Executive team and board decide to make international student growth a priority. The 2020 enrollment goal is 1,000. • Prior to 2009, International Programs functions were spilt into several departments and the general view was that if students came that was great but there was no plan to grow or budget. ¡ ¡ • From late 1999-2009 there was a steady enrollment decline of international students. 29
Development from 2010-2015 • Hired Director, administrative, retention, and recruitment staff ¡ ¡ • We went from 2 full time and 1 part time staff to 9 full time and 6 part time staff plus a contracted office in Vietnam through Capstone Vietnam. • We instituted an agency partner-based recruitment strategy with a focus on building ¡ ¡ ¡ relationships and high quality service to students and agents in a broad range of markets. 30
International Enrollment Growth FT ¡Credit ¡ FT ¡IESL ¡ Total ¡Full-‑3me ¡ % ¡Increase ¡Fall ¡to ¡ % ¡Increase ¡Since ¡Fall ¡ FT ¡# ¡Countries ¡ Fall ¡ 2010 ¡ Fall ¡2014* ¡ 168 ¡ 153 ¡ 321 ¡ 12.6% ¡ 121% ¡ ¡ 43 ¡ Fall ¡2013 ¡ 139 ¡ 141 ¡ 280 ¡ 52% ¡ 93% ¡ 35 ¡ ¡ Fall ¡2012 ¡ 113 ¡ 71 ¡ 184 ¡ 15% ¡ 27% ¡ 31 ¡ Fall ¡2011 ¡ 125 ¡ 34 ¡ 159 ¡ 9.6% ¡ 9.6% ¡ 25 ¡ Fall ¡2010 ¡ 105 ¡ 40 ¡ 145 ¡ ¡ ¡ N/A ¡ 33 ¡ In addition to full time international students Lane serves an average of 100 part time students whose I-20 is at UO but they take classes on both campuses. *Saudi Arabian Cultural Mission Closes Oregon to new ESL enrollments without 31 warning.
Recruitment Strategy ¡ ¡ ¡ • There is no recruitment more important than retention . • We work in a broad range of markets and try to avoid over emphasizing one market. • Consistent follow up and evaluating opportunities and markets only when we can support them adequately. • Lane works closely with agents and is able to pay ¡ ¡ commissions. We also do cobranded marketing and events with agency partners and FAM trips • International Programs is a long-term investment for Lane. 32
Retention is the Best Recruitment • Word of mouth is the most important recruitment tool. • Lane invested in academic and retention advisors for international students before dedicated recruitment staff and ¡ ¡ focuses on the systems infrastructure to better support international and nonnative speakers. • Participating in the ISB survey to gather more feedback and benchmarks. • Next steps are to begin parent orientations. • On a practical level, the first term is the most expensive with a ¡ ¡ ¡ student. The longer they stay the more the recruitment investment pays off. 33
Choosing Markets ¡ ¡ • Intentionally trying to avoid more than 20% of students coming from one market. • Looking at markets and partners with interest in Community Colleges. Partner with US Commercial Service for market advice and Gold Key. • Ensuring that we can follow up on initiatives we ¡ ¡ ¡ start. • Fairs and advertising are important, but follow up is more important. 34
Examples of Agency Agency Familiarization Support Tour • Luncheon with Lane President at HCMC and Hanoi • Best Bang for the Buck so far after Vietabroader. • Hosted tours in 2012 and 2015, plans for 2016. • Cobranded online advertising campaigns with Facebook, and local sites like Naver in Korea, VN • 63 students have been sent by the 9 express in Vietnam. agencies who attended in 2012. • Cobranded view books on display in selected high schools. • Events in agency offices and high schools. • Office in Vietnam dedicated to supporting agencies and attending fairs. 35 ¡ ¡ ¡
International Outreach Center in Vietnam • In November 2012, Lane partnered with Capstone Vietnam to host an International Outreach Center in Ho Chi Minh City staffed by a Capstone Regional ¡ ¡ ¡ Outreach Coordinator. • Outreach coordinator attends fairs, does high school visits, meets with parents and students, follows up with prospects, and supports Lane staff when they ¡ ¡ are doing events in Vietnam. • Outreach Coordinator visits every agency office, helps support agents and helps with quality control. 36
Next Steps to Continue Growing • Just added recruitment specific staff, rather than ¡ ¡ having director do most of the recruitment. • Opening Kazakhstan, and the Latin American market. • Build website for agents to better access Lane materials and improving our student testimonial content. ¡ ¡ ¡ • Improving our agency evaluation process 37
Thank you! 38
Mark Hallett Senior Director, International Student & Scholar Services Colorado State University 39
INTERNATIONAL recruitment budget 40
Recruitment Strategies: Organizational Chart ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ Office ¡of ¡ INTO ¡Language ¡ Interna3onal ¡ Faculty ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ Interna3onal ¡ Center ¡ Admissions ¡ Collabora3ons ¡ Programs ¡ ¡ ¡ ¡ ¡ Vice ¡Provost ¡for ¡ Interna?onal ¡Affairs ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ Interna?onal ¡ Educa?on ¡ Interna?onal ¡ Student ¡and ¡ OIP ¡Opera?ons ¡ China ¡Programs ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ Abroad ¡ Ini?a?ves ¡ Scholar ¡Services ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ Agents, ¡Educa?on ¡ Marke?ng, ¡ Fairs, ¡Brochures, ¡ Confucius ¡Ins?tute, ¡ Communica?ons, ¡ Partnerships ¡ Reten?on, ¡ Shanghai ¡Office ¡ Branding ¡ Programming ¡ 41
International student increase � 23% last year (1,226-1,506 students) � 23% this year (1,506-1,859 students) � 663 new international students in 2 years � 111% growth since 2008 42
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