A New Era in Student Mobility: Emerging Opportunities for International Student Recruitment

Delores Blough, James Madison University Michael Waxman-Lenz, Intead

Clay Hensley, The College Board

Panelists

Delores Blough Director, International Students & Scholar Services, Office of International Programs, James Madison University, Harrisonburg, VA

Michael Waxman-Lenz Chief Operating Officer, Intead

Clay Hensley Senior Director, International Strategy & Outreach The College Board, New York, NY

Session Objectives

Learn best practices for leveraging data to inform your international outreach tactics

Discuss practical approaches for effective international student

outreach and enrollment management

Understand major trends related to international student mobility to the U.S.

Session Outline

•  Context & trends

•  Strategies & planning •  Practical approaches •  Open question, answer & feedback

CONTEXT & TRENDS

Undergraduates continue to drive international student mobility to the U.S.

Undergraduates  371K  

Graduates  330K  

UNDERGRADUATE Growth from 2013 to 2014

+6%

Undergraduates  ~221K  

Graduates  ~192K  

6  SOURCE:  Ins=tute  of  Interna=onal  Educa=on.  (2014).  Retrieved  from  hJp://www.iie.org/opendoors        

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0  

50,000  

100,000  

150,000  

200,000  

250,000  

300,000  

350,000  

400,000  

2006   2007   2008   2009   2010   2011   2012   2013   2014  

Saudi  Arabia  

Vietnam  

China  

India  

Canada  

Japan  

South  Korea  

Rest  

Approximately 370,000 international undergraduate students in the U.S. in 2014

Top  7  countries  

SOURCE:  Ins=tute  of  Interna=onal  Educa=on.  (2014).  "Interna=onal  Students  by  Academic  Level  and  Place  of  Origin,  2013/14."  Open  Doors  Report  on  Interna=onal  Educa=onal  Exchange.  Retrieved  from  hJp://www.iie.org/opendoors        

Although overall int’l student mobility to U.S. universities continues to increase, recent trends reveal most of the growth derives from only a handful of source countries

7  #aiea2015  

0  

50,000  

100,000  

150,000  

200,000  

250,000  

300,000  

350,000  

400,000  

2006   2007   2008   2009   2010   2011   2012   2013   2014  

Saudi  Arabia  

Vietnam  

China  

India  

Canada  

Japan  

South  Korea  

Rest  

Approximately 370,000 international undergraduate students in the U.S. in 2014

Top  7  countries  

Saudi Arabia

China

Rest of the World

CAGR: +33%

CAGR:+36%

CAGR: 0%

Since  2006  

Vietnam

CAGR: +14%

SOURCE:  Ins=tute  of  Interna=onal  Educa=on.  (2014).  "Interna=onal  Students  by  Academic  Level  and  Place  of  Origin,  2013/14."  Open  Doors  Report  on  Interna=onal  Educa=onal  Exchange.  Retrieved  from  hJp://www.iie.org/opendoors        

8  

Although overall int’l student mobility to U.S. universities continues to increase, recent trends reveal most of the growth derives from only a handful of source countries

8  #aiea2015  

78,527  

138,115  

54,839  

104,639  

42,622  

53,704  

30,007  

44,923  

22,476  

37,857  

14,300  

18,833  

0  

50,000  

100,000  

150,000  

200,000  

250,000  

300,000  

350,000  

400,000  

FY09   FY10   FY11   FY12   FY13   FY14  

SAT  Registra2on  Volume  by  Region,  FY09-­‐FY14  

Global aspirations to study in the U.S. continue to rise

~243,000  

~400,000  Sub-­‐Saharan  Africa    

South  &  Central  Asia    Europe  &  Eurasia        

Americas      

 Middle  East  &  North  Africa                

East  Asia  &  The  Pacific    

NOTE:  Data  indicate  all    SAT  1  and  2  registra=ons  outside  of  the  U.S.    SOURCE:  College  Board  internal  analysis,  SAT  1  &  2  registra=ons    FY  2008/9-­‐2013/14.  

9  9  #aiea2015  

Ambitions to study in the U.S. are pronounced in the Middle East/North Africa & Asia

EAST ASIA & THE PACIFIC

+12%

AMERICAS +5%

EUROPE & EURASIA +8%

+14%

SUB-SAHARAN AFRICA

+6% +11% SOUTH &

CENTRAL ASIA

MIDDLE EAST & NORTH AFRICA

Interna=onal  Average    

CAGR  since  FY  2009  

10%  

10  

Five-­‐year  Compound  Annual  Growth  Rate  of  SAT  1  &  2  Registra2ons  (FY09  –  FY14)    

NOTE:  Data  indicate  all    SAT  1  and  2  registra=ons  outside  of  the  U.S.    SOURCE:  College  Board  internal  analysis,  SAT  1  &  2  registra=ons    FY  2008/9-­‐2013/14.  

10  #aiea2015  

SOURCE:  From  Banksy's  Barely  Legal  exhibi=on  in  Los  Angeles  hJp://buff.ly/1HStlCk.  11  #aiea2015  

International education shifting towards local schools with nontraditional/ hybrid instructional models

NOTE:  Data  indicate  all  graded  AP  exams  taken  outside  of  the  U.S.    SOURCE:  College  Board  internal  analysis,  AP  exams  FY  2005/6-­‐2012/14.  

2,529  1,471  

517  

5,038  

19,846  

12,995  

Interna=onal  School   Non-­‐Interna=onal  School   Self-­‐Study  

AP  Exam  Volume  in  China  by  Segments,  FY09  vs.  FY14  

2009   2014  

15%  

68%  

91%  

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13  #aiea2015  SOURCE:  hJp://buff.ly/1CbJVtD  

14  #aiea2015  SOURCE:  hJp://buff.ly/1DZjCGD  

International students are prized not only for fees, but because they add diversity to the campus

culture

SOURCE:  hJp://buff.ly/1HSu8TP;  ScoJ  E  Page,  University  of  Michigan  hJp://buff.ly/1HSu2LU  15  #aiea2015   15  

STRATEGIES & PLANNING

§  How to scale recruitment? Top universities are gaining share.

A  few  market  observa2ons  

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Three out of 10 international undergraduates attend one of the top 50 institutions with the most international undergraduates

18  #aiea2015  NOTE:  Figure  represents  degree-­‐gran=ng  U.S.  ins=tu=ons;  excludes  for-­‐profit  ins=tu=ons  and  ins=tu=ons  in  U.S.  Territories.  SOURCE:  Integrated  Postsecondary  Educa=on  Data  System  (IPEDS)  data  from    the  Na=onal  Center  for  Educa=on  Sta=s=cs    

262,876   254,462   256,676   266,484  278,642  

304,305  319,218  

340,592  361,015  

390,700  

422,919  24%   24%  25%   25%   25%   25%  

26%  27%  

28%   28%  29%  

0%  

5%  

10%  

15%  

20%  

25%  

30%  

0  

50,000  

100,000  

150,000  

200,000  

250,000  

300,000  

350,000  

400,000  

450,000  

500,000  

2003   2004   2005   2006   2007   2008   2009   2010   2011   2012   2013  

Share  of  In

terna2

onal  Und

ergrad

uate  Stude

nts  in  the  To

p  50  

Total  Interna

2ona

l  Und

ergrad

uate  Enrollm

ent  

Interna2onal  Undergraduate  Enrollment  in  the  U.S.,  and  Share  of  Total  Enrolled  in  Top  50  Ins2tu2ons  with  the  Most  Interna2onal  Undergraduates,  2003-­‐2013  

Total  Interna=onal  UG   %  in  Top  50  

Almost half of all international undergraduates are enrolled at doctoral/research universities and over two-thirds are in cities

19  #aiea2015  

City  68%  

Suburb  21%  

Town  9%  

Rural  2%  

Degree  of  Urbaniza2on  of  U.S.  Higher  Educa2on  Ins2tu2ons  that  Enroll  Interna2onal  Undergraduate  

Students,  2013  

Associate's  21%  

Baccalaureate  8%  

Doctoral/  Research      46%  

Master's  22%  

Specialized/  Tribal  3%  

Carnegie  Classifica2on  of  U.S.  Higher  Educa2on  Ins2tu2ons  that  Enroll  Interna2onal  

Undergraduate  Students,  2013  

NOTE:  Figure  represents  degree-­‐gran=ng  U.S.  ins=tu=ons;  excludes  for-­‐profit  ins=tu=ons  and  ins=tu=ons  in  U.S.  Territories.  SOURCE:  Integrated  Postsecondary  Educa=on  Data  System  (IPEDS)  data  from    the  Na=onal  Center  for  Educa=on  Sta=s=cs    

Mixed  enrollment  success  

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§  How to scale recruitment? Top universities are gaining share.

§  Commission-based recruitmentAdoption increasing.

A  few  market  observa2ons  

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Number  of  Ins2tu2ons  Represented  

Base:  1118

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Source: ICEF igraduate barometer

§  How to scale recruitment? Top universities are gaining share.

§  Commission-based recruitmentAdoption increasing.

§  Pathway Programs Increased interest.

A  few  market  observa2ons  

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Industry Insights

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Many  Resources  on  Intead.com  

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PRACTICAL APPROACHES

Average SAT scores of students attending EARCOS schools reveals outstanding levels of performance

International students’ SAT performance varies

27  

506   488  467   484  

552  524   511  

404  

507  514  

590  

519   503  

591  

673  

583  538  

619  

495   504  482   473  

545   551  507  

436  

526  

U.S.   Interna=onal   Africa  (Sub-­‐Saharan)  

Americas  (excl.  Canada  &  Bermuda)  

Canada  &  Bermuda  

East  Asia  &  the  Pacific  

Europe  &  Eurasia   Middle  East  &  North  Africa  

South  &  Central  Asia  

SAT  Mean  Scores  of  Students  by  Geographic  Region,  2014  

Cri=cal  Reading   Math   Wri=ng  

NOTE:  SAT  means  are  based  on  the  gradua=ng  class  of  2014's  highest  exam  results  up  un=l  the  December  2014  administra=on.  Indicators  reflect  students  who  reported  a  home  address  in  the  corresponding  region.  U.S  refers  to  the  50  states  of  the  U.S.  Interna=onal  refers  to  countries  outside  of  the  U.S.    Interna=onal  represents  students  repor=ng  a  home  address  outside  of  the  U.S.    SOURCE:  College  Board  Enrollment  Planning  Service  hJp://buff.ly/1xzW5MV  |  Internal  analysis  of  the  2014  cohort  up  un=l  the  Dec.  2014  SAT  administra=on.  

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More  U.S.  ins=tu=ons  will  allocate  resources,  including  financial  aid,  strategically  to  aJract  interna=onal  students  

$579  

$724  

$823  

$920   $938  $1,006  

613  

680  730  

792   808   798  

0  

100  

200  

300  

400  

500  

600  

700  

800  

900  

$0  

$200  

$400  

$600  

$800  

$1,000  

$1,200  

$1,400  

2008/09   2009/10   2010/11   2011/12   2012/13   2013/14  

Num

ber  o

f  U.S.  Ins2tu2

ons  

Total  Finan

cial  AId  

Millions  

Number  of  U.S.  Ins2tu2ons  Awarding  Financial  Aid  &  Distribu2on  of  Financial  Aid  to  Interna2onal  Undergraduate  Students,  2008/09-­‐2013/14  Total  Financial  Aid  Awarded  to  Interna=onal  Students  (in  millions)   Number  of  U.S.  Ins=tu=ons  Awarding  Financial  Aid  

NOTE:  Data  excludes  ins=tu=ons  that  did  not  respond  to  ques=ons  in  the  Annual  Survey  of  Colleges.    SOURCE:  Internal  analysis  of  College  Board  Annual  Survey  of  Colleges.  

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Preparation for success at James Madison University in the USA

•  INTERNATIONAL Year One: undergraduate pathway to over 70 bachelor's degrees •  This intensive university pathway program is taught at the on-campus International

Study Center (ISC): •  Proven success rate - 95% progression to a degree for ISC students in 2013 •  Save money - costs less than direct entry to an undergraduate program •  Save time - earn academic credits while improving your English language •  Lower English levels accepted - minimum entry requirement is equivalent of TOEFL

45 iBT/IELTS 4.5 •  Integrate into student life - full immersion in the US university experience

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Outreach   Search   Recruit   Admit   Yield   Matriculate   Retain   Graduate  

Outreach  to  community  to  support    college  aspira=ons;  Inform  about  Ins=tu=on  

Recruit  and  pursue  best  qualified  students    (prospects)    

Select  applicants  for  admission  based  on  enrollment  objec=ves  

(admits)  

Send  offers  and  Financial  Aid  awards;  Perform  outreach  ac=vi=es  

Enroll,  register    and  place  students  

Manage  and  maintain  student  persistence  

Develop  and  manage  alumni  rela=onships  

Research  and  iden=fy  poten=al  college-­‐bound  students  (suspects)  

College  and  University  Enrollment  Channel  

An integrated international strategy should support your institution’s goals at many steps along the enrollment channel

   

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DISCUSSION AND Q&A