How to strategically target IS (International Students) Case studies from University of Birmingham...
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How to strategically target IS (International Students)
Case studies from University of Birmingham Sport
Strategy
Internal/External partnerships
Actions
SocialCourse/Hall buddies
Uni culture/location
Own Culture
FinancialFamily funding (50%)Self funding (25%)Loans/grants (25%)
EducationStudy hoursLevelFuture career/Family pressure
Barriers
Internal CommunicationoHallsoInternational OfficeoEISUoColleges
FamiliesoOn campusoLifestyle changeoIndependenceoAcademic/financial pressure
FinancialoBudget livingoOwnership – parents/loansoPart-time job
Continued engagement
oOne-off eventsoFeedback/surveyoContacts
CulturaloReligionoFood/drinkoLanguageoSocialoHobbies/activities
External Communication
oPre-course materialoIntroduction to University lifeoLocal groups/places of worship
2008-09: Football festival80+ enteredGreat awareness for University Sport – Pro vice Chancellor awarded medalsShowcase – outdoor pitches during Intl WeekMale orientatedNo measure of re-engagement
2009-10: Futsal festival100+ enteredGood links with Intl officeLead into Futsal Intra-mural leagueMale orientatedSport specific – culture specific?
2010-11: Mixed sports festivalBetter variety – female inclusionBad communication between Intl office and SportOnly 10 people turned upNegative marketing?
o Linked with EISU (English for international students unit)o Set up “multi sports afternoons” – table tennis, basketball, badmintono Run by EISU volunteerso Regular 40+ numbers per week for 10 weeks
Good way of introducing new students to the facilitiesUtilising “quiet” time during summer vacationTested popular sportsCreated a routine – weekly activity
• Determine what/when/how events can be offered:• Sports events, taster sessions, cost, pre-term, vacation, family provision
• Meet with an International Events Group:• Representatives from Guild, Accom, Colleges, EISU, Sport, Chaplaincy,
ISAS
• Create a marketing strategy which involves all related departments – limits bombardment and confusion… “one stop shop”
• Update local media i.e. website/posters/social media
• Recruit volunteers
• Run the event and collectparticipant contact details forfuture engagement
International Office
EISU (English for International Students Unit)
Guild Office/VPS
Guild Societies
Marketing
• Train sports staff in cultural awareness and inter-cultural communication
• Integrate planning & delivery with University Intl Office
• Consider range of activities attractive to intl students (including clubs)
• On-going provision through period of study
• Offer combination of mixed and culturally-specific groups
• Consider how to use sport to encourage intl student integration with the local community
• Cost: be clear on costs prior to arrival &/or consider adding annual fee to intl tuition fee
• Consider design/content of web-site and use of peer-to-peer social media network around sport
• Offer mix of formal and informal activities
• Balance alcohol and non-alcohol events
• Promote benefits of volunteering• Promotes integration with domestic students & local community• Enhance employability• Assists language, other skills and cultural awareness
• Offer incentives for participation e.g. certificates, plus emphasise the value to CVs
Catherine AdamsParticipation Development Manager
[email protected] 414 3781