Does Your University Want to Enroll American Students? 33rd Annual - - PowerPoint PPT Presentation

Does Your University Want to Enroll American Students?

33rd Annual EAIR Forum Warsaw, Poland

Maguire Associates | August 29, 2011

First, the Opportunity.

Willingness among U.S. students to consider more global educational opportunities has been increasing.

100,000 200,000 300,000 89/90 91/92 93/94 94/95 95/96 96/97 97/98 98/99 99/00 00/01 01/02 02/03 03/04 04/05 05/06 06/07 07/08 08/09

Number of U.S. Students Studying Abroad

# U.S. students studying abroad for academic credit

Source: Institute of International Education 2010 Open Doors Report

And, further growth is anticipated.

* That participated in the Institute of International Education and Forum on Education Abroad joint Survey on U.S. Study Abroad Capacity (with results reported in a May 2009 white paper).

Out of 290 institutions,* the majority indicated that they were actively trying to send a greater number of students abroad.

83%

Does your University have any marketing and outreach strategies in place targeted specifically at U.S. students?

Q:

Now, insights and strategies to enroll more U.S. students.

1.

Know your best target market for U.S. study abroad prospects.

Approximately half (47%) of university- bound students* indicate they plan to pursue

• pportunities for study abroad.

Elevated interest was found among students who:

* Among 2,387 students who participated in the May 2011 Maguire Associates & Fastweb College Decision Impact Survey (CDIS).

• Are female
• Report higher standardized test scores
• Are of Asian descent
• Plan to enroll at a private university or college

Study abroad participation varies by state.

Source: NASFA

2.

Know and understand your competition.

Your competition includes:

• Students’ home institutions
• Other U.S. options

(domestic off-campus study, externship opportunities, etc.)

• Other educational options

and institutions in your country

• Educational options in other

countries

3.

Offer an educational product that appeals to the U.S. student market.

Student priorities for a shorter- term study abroad opportunity are less focused on academic

quality and tend to be more

focused on side benefits of the experience.

The factors that motivate a decision to look into study abroad and other off-campus programs in the first place often include:

• Seeing more of the world
• Having a once in a lifetime experience
• Having an adventure
• Experiencing personal growth
• Being exposed to a different culture

Source: Results from a study abroad research study for a specific off-campus program.

Your institution will need to be more student-centric to appeal to the U.S. market, as American students tend to have high expectations for service and amenities in addition to quality academics.

Degree-seeking U.S. students* are looking for the following in their overall university experience:

• Quality of the academic

program of interest and

• ther students
• Career-oriented

coursework/majors and future employment

• pportunities
• Academic facilities

* Among 21,339 students who participated in the January 2011 Maguire Associates & Fastweb College Decision Impact Survey.

• Total costs & availability
• f merit- or need-based

financial aid

• Campus atmosphere
• Personal attention
• Preparation for

graduate/professional school

4.

Offer study abroad at an appealing cost AND demystify the costs of study abroad.

Studying abroad may be (or seem) too expensive for some U.S. students, even with tuition prices that are lower than many private institutions in the United States.

In the U.S., college tuition has for many years

• utpaced family income and the cost of living.
• Many private colleges and universities have even surpassed

$50,000 in the total cost of tuition plus room & board.

$0 $10,000 $20,000 $30,000

1978 1988 1998 2008

Average Published Tuition and Fees in Constant (2008) Dollars Private Four-Year Public Four-Year

Source: Trends in College Pricing (College Board, 2008). 19

$20,000 $18,000 $20,000 $20,000 $10,000 $2,000 $0 $10,000 $20,000 $30,000 $40,000

University 1 University 2 University 3

Financial Assistance Net Cost

However, differences between the “sticker prices”

• f institutions can be wiped out by differing

scholarship programs.

20

Sticker Price = $40,000 $28,000 $22,000

5.

Use social media to supplement other efforts to increase awareness of your institution as a study abroad destination.

New-Age Marketing Mix

However, there are different preferences in various markets.

• f U.S. students view

Facebook at least

several times a day.

58

%

Facebook rules!

Among 21,339 students who participated in the January 2011 Maguire Associates & Fastweb College Decision Impact Survey.

Social media use is the new frontier of student engagement.

• f high school seniors in the U.S.

use at least one of the three major social networking sites a couple of times per week, or more.

93%

Among 21,339 students who participated in the January 2011 Maguire Associates & Fastweb College Decision Impact Survey.

Significant Impact

Did/Does a college or university’s presence on a social media or networking site make you more interested in applying?

YES

22%

Among 21,339 students who participated in the January 2011 Maguire Associates/Fastweb College Decision Impact Survey.

Social media use by prospects is huge!

We asked students whether they have used social media for the following activities:

Used web service to explore “fit” with schools Searched for scholarships using social media Became fan of school on social network Chatted online with enrolled students Subscribed to school RSS news feed Received text from school Chatted online with faculty/admin at school Contacted professor /admin via social network Done campus tour via mobile phone app. Posted negative feedback on school’s Facebook

39%

YES

44%

YES

18%

YES

19%

YES

18%

YES

59%

YE S

56%

YES

7%

YE S

15%

YES <3% YE S

Among 21,339 students who participated in the January 2011 Maguire Associates & Fastweb College Decision Impact Survey.

Students seek “the real deal.”

Among the most popular uses of social media in higher education for prospective students were: Watched YouTube video created by school Read student blog or posts about school on school website Read posts about a school on a social network site

57% YES 51% YES 53% YES

Among 21,339 students who participated in the January 2011 Maguire Associates & Fastweb College Decision Impact Survey.

6.

Understand home institution motivations and challenges.

Largest areas of growth for U.S. study abroad students is expected to be:

• Short term programs
• Semester programs

Focus efforts on building programs that cater to expected growth areas.

Source: May 2009 IIE report “Expanding Study Abroad Capacity at U.S. Colleges and Universities”

The top criteria used by U.S. universities to evaluate study abroad programs are:

• Program cost
• Academic quality of the program
• Compatibility with programs at home

institution

• Student and faculty interests
• Student support services

7.

Don’t forget your U.S. study abroad alumni.

Communities of Influence

Alumni are stewards of a host university’s brand and tellers of the institutional

story – whether or not they are up to date.

Alumni have the potential to be extraordinarily effective marketers.

• Offering to talk with families about their own study

abroad experiences and the current programs of the host institution

• Conducting interviews
• Sending notes of congratulations to newly approved

study abroad candidates and newly accepted degree candidates

• Sponsoring receptions for accepted students and their

parents

Some strategies we’d like to offer.

10 Strategies for Enrolling U.S. Students

• 1. Conduct research to track and understand your

university’s best markets.

• Collaborative
• Institution specific
• 2. Study the Institute of International Education (IIE)

white papers.

• www.iie.org

• 3. Learn what other types of programs/countries your

university competes with and develop positioning strategies.

• 4. Make investments in facilities and support systems

that are expected by U.S. students.

10 Strategies for Enrolling U.S. Students

• 5. Communicate “real” costs early.
• Tuition
• Scholarships
• Living costs
• Travel costs
• 6. Develop a “value proposition” statement.
• Based on research: student preferences and

assessments of your university and competitors

10 Strategies for Enrolling U.S. Students

• 7. Include social media in your marketing strategy to

engage U.S. students.

• 8. “Americanize” your recruitment process.

10 Strategies for Enrolling U.S. Students

• 9. Engage study abroad alumni in the recruitment

process.

• 10. Market to home institutions as well as students.

10 Strategies for Enrolling U.S. Students

“Bridging cultures, promoting diversity: higher education in search of an equilibrium.”

Discussion & Questions

Tara E. Scholder Senior Vice President tscholder@maguireassoc.com 978-371-1775, Ext. 241

For more resources and information:

www.maguireassoc.com

Linda Cox Maguire Vice Chair lmaguire@maguireassoc.com 978-371-1775, Ext. 221

Does Your University Want to Enroll American Students?

33rd Annual EAIR Forum Warsaw, Poland

Maguire Associates | August 29, 2011