mystery no more nafsa 2015
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Kellie Faulkner, | Director of Client ServiceInternational Education Advantage, LLC
Lucas Maikapar | Associate Director, International MarketingThompson Rivers University – TRU World
A No More Successfully Engaging Prospects
Grant Hubbard, | Marketing DirectorUniversity of Otago Language Centre and Foundation Year
Charles Schwartz, | Associate Director, International Admissions University of Cincinnati
“Hey There, I’m Prospect #297”
2
Mystery Shopping Via Email
3
Is Anyone Going To Respond?
4
32%
50%
13%
5%
No response Responded within 24 hours Responded in 2 to 5 business days Responded within 2 weeks
5
Response Rates:60 Institutions randomly selected from US, Australia, Canada
Mystery Shopper Email Inquiries
Analysis of Responsive InsKtuKons
6
68%
32% No Chinese Materials
Have Chinese Materials or officers who can speak Chinese
n=41 Institutions
Mystery Shopping InternaKonal Fairs
7
NONE0%
8
19%
31% 27%
12%
12%
No response Responded within 24 hours Responded in 2 to 5 business days Responded within 2 weeks Responded within 1 month
College Fair Mystery Shop -‐ Vietnam
n=26 US Institutions
College Fair Mystery Shop -‐ Beijing
9
25%
53%
18%
4%
No response Responded within 24 hours Responded in 2 to 5 business days Responded within 2 weeks
n=28 US Institutions
10
54%
46% InsHtuHons with no response InsHtuHons with response
College Fair Mystery Shop -‐ India
n=13 US Institutions
Exemplary InsKtuKons – Email Test
11
Chinese Language Documents Provided Chinese Materials
Reached Out On Chinese Social Media
Responded To Our Email
Provided Chinese Materials
Reached Out On Chinese Social Media
Responded To Our Email
Exemplary InsKtuKons – Fair Test
12
Mystery Shopping Via Social Media
13
80 InsKtuKons Randomly Selected
50 from US 15 from Canada
10 from Australia 5 from New Zealand
Our Persona
Aahana, Age 22 International student from India
Academic Interestbusiness administration
Geographic InterestUS, Canada, New Zealand or Australia
Aahana’s Message
I'm so excited to study abroad! Please direct me to more information about your international student opportunities.
Please tell me more about your international student opportunities. I am eager to learn more! Thanks!
Mystery Tweeter Methodology
Step 1: Set up the Message
Step 2: Post the message
Step 3: Wait for Response
Response Rates
23 institutions did not respond on either platforms
57 institutions responded at least on one platform
n=80 Institutions
29%
71%No Response
Response
US InsKtuKons’ Response
64%
32%
4%
44%
32%
18%
6%
n=50 Institutions
60%
40%
Canadian InsKtuKons’ Response
53%47%
n=15 Institutions
New Zealand InsKtuKons’ Response
20%
60%
20%
80%
20%
n=5 Institutions
30%
70%
10%
80%
10%
Australian InsKtuKons’ Response
n=10 Institutions
22.15
4.582.04
0
5
10
15
20
25
US Canada New Zealand & Australia
Ave Response Time / Region (hrs)
n=80 Institutions
Social Media Exemplary InsKtuKons
Massey University, New Zealand
University of Melbourne, Australia
Simon Fraser University, Canada
University of Winnipeg, Canada
Case Western Reserve University, US
University of Illinois – Urbana Champaign, US
Fontbonne University, US
Massey University, New Zealand
Link to Massey International, nice pictures
@masseyIntOffice + smiley face, Massey International contacted us in 5 minutes and asked for concentration. Followed us.
Response Time: < 1 hourNoticed BOTH Posts
You Work Too Hard To Lose Inquiries
26
JusHfy your budget to build capacity
Intead.com
University of Otago, Dunedin, NZ
University of Otago
New Zealand’s 6irst university. Established in 1869
Located in a true university city with a vibrant residential student community unmatched by any other city in Australasia.
A national university – over 80% of Otago students come from outside Dunedin.
Extensive linkages with leading universities throughout the world.
University of Otago
20,000 students 2,590 International Students from 101 countries (2014)
Top 10 Countries of Origin
USA = 581* China = 374 Malaysia = 290 India = 100 UK = 91 Germany = 82 Hong Kong = 75 Canada = 66 Saudi Arabia = 63 Brunei Darussalam= 61
* USA students are usually only attending for one semester of study abroad, therefore at any one time there may be only half the number above actually enrolled. Otago has an International Student Diversity policy
1600 academic and research staff 4,000 postgraduate students
ISB, University of Otago
Translated Printed Materials
Translated Printed Materials
Translated Printed Materials
Translated Printed Materials
Translated Web Pages
Translated Country Videos
Translated Institution Videos
Social Media -‐ Facebook
Social Media Engagement
Social Media -‐ YouTube
Social Media China – WeChat and Weibo
Public university in Kamloops, British Columbia, Canada
University of Cincinnati
US News Ranking: 129
I-20 Cost of Attendance: $43,717
Annual UG Enrollment: 4,000+
Average SAT: 1250
• US News Ranking: 62• I-20 Cost of Attendance: $46,782• Annual UG Enrollment: 6,750*
(with int’l momentum)• Average SAT: 1190*
• US News Ranking: 181• I-20 Cost of Attendance: $18,848• Annual UG Enrollment: 3,000*• Average SAT: 1100*
*estimates
Building CommuniKes & Enrolling Students
Regional Model
– Staff dedicated to regions of the world
• MENA
• S/C America
• India
• China
• SE Asia
• Europe
• Africa
Specialized Efforts- Transfers- ESL
Regional Model Travel
• Students
• Counselors
• Knowledge
Follow up
• Emails
• Walk-‐ins
• Special Events
• Webinars
• App reports
Community Engagement
• University Task
Forces
• Professional Orgs
• Student Orgs
• Social Media
InternaKonal Ambassadors
Student worker group
• Skype phone calls
• Emails
• Social media
• Blogs
• Going Home Project
Regional AdverKsing
– NaHve language
– Specific landing pages
Facebook Groups
– Different from pages
– Closed group
– Honest, open discussion
– Student-‐run
– Staff encouraged
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