ICEF 2015 Targeting your Global Market

Ben Waxman | Chief Operating OfficerInternational Education Advantage, LLC

Choosing and Reaching a Target MarketA How To Discussion

Presented at

North America WorkshopMiami – December 2015

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So, Who Is Using Mobile Devices?

People who SEARCH for stuff

FIND stuff

And are PLEASED by stuff

We need to be the ones making them pleased by what they find

This takes CREATIVITY

This takes MARKETING SYSTEMS/PLATFORMS

This Takes A Holistic Approach to Strategy

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How to scale recruitment? Top universities are gaining share.

Commission-based recruitmentAdoption increasing.

Pathway Programs Increased interest.

A few market observations / trends

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In the US: Mixed enrollment success

One-third of US institutions show declining international enrollment from 2009 - 2013

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Greater Concentration of Students

http://services.intead.com/blog/insight/success-breeds-more-success-in-international-student-enrollment

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The Usual Suspects

Source: IIE Open Doors 2015 Fast Facts

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Why do some schools grow?

Source: Factors driving increases in international student enrollments, 2015/16IIE Open Doors: FALL 2015 SNAPSHOT SURVEY OF INTERNATIONAL STUDENT

The difficult answer:

Increased Budget Allocation to Recruitment/Marketing

Better able to implement/manage int’l recruiting

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Which Programs Should I Promote?

SELECTED FIELDS OF STUDY % of total % change

Business and Management 20.2 4.8

Engineering 20.2 15.6

Math and Computer Science 11.6 23.5

Social Sciences 7.8 4.9

Physical and Life Sciences 7.6 4.8

Fine and Applied Arts 5.8 10.9

Intensive English 5 12.2

Health Professions 3.4 4.5

Communications and Journalism 2.1 7.9

Education 1.8 ‐1.1

Humanities 1.8 ‐2.4

Legal Studies and Law Enforcement 1.4 8.5

Source: IIE Open Doors, 2015 Fast Facts

Hidden Data Gems

Agriculture 1.3 15.4

Varied data sources can tell us where to focus our resources – which programs to promote so that our institution can stand out from all the others. We may not be able to compete with all the other institutions promoting their business and engineering degrees.

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Trends: More US Undergrads Taking Online Classes

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Trends: Chinese Undergrads in Distance Learning in China

1.75M

2M2.2M

-

500,000

1,000,000

1,500,000

2,000,000

2,500,000

2011 2012 2013

# of

Chi

nese

Und

ergr

ads

Source: 2014 China Statistical Yearbook, http://www.stats.gov.cn/tjsj/ndsj/2014/indexeh.htm

Compare the trend in China to the # of US Undergrads in Distance Learning in the US (2012)

18.2MSource: NCES https://nces.ed.gov/fastfacts/display.asp?id=80

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DATA SOURCES & ANALYTICS

Using Data to Support Recruitment

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External Sources• IIE Open Doors – Historical data

• College Board – Leading data

• News Sources: ICEF Monitor, PIE News, Chronicle of Higher Ed, Intead Recruiting Intelligence Blog

• Google Analytics & Linked In – Real-time data

• iGraduate International Student Barometer – Benchmarking against peers

Internal Sources• Admitted Not Enrolled SurveyS – helps identify target messaging

• International Student Focus Groups

• Tracking Incomplete applications – helps convert previously engaged leads

• Lead engagements (international fair leads and email campaign open rates and click rates) – helps identify best engagement marketing

Data Sources (this is a good start)

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Growth in International Students

Source: IIE Open Doors 2015 Report on International Educational Exchange

IIE provides historical data: what happened last year?

Global aspirations to study abroad continue to rise, especially from Asia & the Middle East/North Africa

EAST ASIA & THE PACIFIC

+9%

AMERICAS+4%

EUROPE & EURASIA+6%

+9%

SUB-SAHARAN AFRICA

+3%+14%

SOUTH & CENTRAL

ASIA

MIDDLE EAST & NORTH AFRICA

International Average (CAGR) since 2010

8%

17

Five‐year Compound Annual Growth Rate of SAT Reasoning Exam Test Takers, AY2010‐2015

NOTE: Volumes indicate SAT Reasoning exams test takers reporting a College Board school code outside the U.S. Where the country of the College Board school code is not known, the reported home address as it existed at the time they took the SAT was used. Where home address is not available, the test taker's test center location was used. To be included in this analysis, SAT exams must not be Canceled/Deleted, must have no un‐resolved holds, and must be certified. Dates and Talent Search exams are excluded. SOURCE: College Board, 2015. Internal analysis of SAT data Academic Year 2010‐2015.

College Board provides forward looking data: how many international students are going to apply this year?

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Analytics – Free and Data Rich

Google Analytics provides real-time data about your website visitors

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Analytics – Deep Geographic Insights

Google Analytics tells you which cities visitors are coming from. Useful as you select cities for your international recruiting trips

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What Google Analytics Tell Us

India 10.4 K

China 28.4 K

~500 K

~1,500 K

This institution is losing thousands of visitors from India and China because visitors bail from the homepage. The messaging and navigation turn them off. They worked hard to get visitors to their website and then lost them immediately.

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Int’l Alumni – Job Location & FunctionLinked In will tell you where in the world your alumni are now, where they work, the industry, their title….Great for supporting your international recruiting trips; great for demonstrating your graduates’ successes. This data is publicly available.

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Source:

Education 48Engineering 20

Entrepreneurship 20Operations 18

Sales 18Consulting 18

Media and Communication 13

Program and Project Management 13

Research 12Business Development 12

Human Resources 11Marketing 9Support 8Finance 7

Information Technology 7Arts and Design 6

Accounting 3…… ……

Linked In Data – Job Function

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Earned Media – Linked In

We saw that this Intead blog post had a mediocre ORGANIC performance on Linked In. We chose not to promote it with paid advertising.

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Paid Media – Linked In

This Intead blog post had a strong ORGANIC performance on Linked In. We chose to promote it with paid advertising (~$150) resulting in 14K+ impressions.

Tracking your organic results tells you when to put ad $ behind your social media

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Which Channels for Which Countries?

Global Marketing Channels

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Global Mobile: Quick Perspective

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How Do I Make the Most of Fairs?

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Most Valuable Fair Email Addresses

Comparison by Fair Provider: # of students vs. # of bad email addresses based on hard bounces from first follow‐up email

Tracking your success with leads from each fair tells you which fairs are valuable to attend again and which are not.

Success means open and click through rates and overall engagement with your content. If leads are not converting, the fair is full of disinterested students. Some fair providers fill the hall with anyone they can lure in – which is NOT helpful to you.

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Most Valuable Fair Email Addresses

Comparison by Fair Provider: Open rates & click through rates for first follow‐up email

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Spring 2015: Attended 4 FairsCollected: 623 Total Leads

Lead Collection Tools: • 340 leads collected via an online quick entry form

integrated with Hubspot.• Automated emails triggered based on form

completion.

Email Follow-up Process:• Within 24 hours leads receive Study Wisconsin

branded email. • 1 day later leads receive a UWM branded email

inviting them to download a UWM brochure.

Case Study: Engaging & Tracking Fair Leads

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Email # 1 Email # 2

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UWM Results

UWM avg. open rate: 63% Mailchimp Benchmark (industry standard): 22.23%

UWM avg. click rate for broch: 11% Mailchimp Benchmark (industry standard): 2.87%

All Study Wisconsin Partners Received these same leads: 1 sent emails out 2 days following fair× 1 sent emails out 1 month following fair× 1 sent emails out 3.5 months following fair× 1 sent emails out 7 months following fair


2 Days

EMAIL

11 Week

EMAIL

2EMAIL

32 Weeks

EMAIL

41 Month

Prospect

CONTACT FORM

Digital Marketing Automation

Way over-simplified. Contact us and we can walk you through this slide and the process of engaging and converting leads with automated digital marketing. [email protected]

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What digital marketing activities do we need?

Case Study: Text Messaging: Would You Opt‐in?

St. Mary’s University in Texas

Target Audience: US Market

Source: Higher Education Marketing Bloghttp://www.higher-education-marketing.com/blog/text-messaging-student-recruitment

Case Study: Recruiting via Text Msg

St. Mary’s University in TexasTarget: Not Yet Applied for Admission

Target: Admitted

Be early, catch the worm. Submit uradmission application by Jan 15 for priority consideration. Get info at www.stmarytx.edu/admission

Cre8 a profile on the St Marys online community at www.BeARattler.com by Feb 1 to be entered to get ur $200 enrollment deposit waved!

Bob, R u ready 4 Orientation? Sign-up is now open. Go to https://gaeway.stmarytx.edu. We R lookin 4ward to seeing u on campus!

Target: Enrolled


Case Study: St. Mary’s Results – Domestic Recruiting

US Inquiries 40KTxt Msg Opt-ins ~ 2KApplication Rates

All Inquiries 10.9%

Txt Msg Opt-ins 30.8%Yield

All Inquiries 26.0%Txt Msg Opt-ins 42.0%


Students who opted into text messaging were VERY engaged with the university and converted at a much higher rate.

Industry Insights

Mobile App

For more information, please contact

Ben Waxman, COO & co-founder: [email protected]

e-Publications

For more information, please contact

Ben Waxman, CEO & co-founder: [email protected]

Many Resources on Intead.com

ICEF 2015 Targeting your Global Market

Education

Transcript of ICEF 2015 Targeting your Global Market