Host Family Recruitment Best Practices District/Region Introductions - - PowerPoint PPT Presentation

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Oct 27, 2023 384 likes •593 views

Host Family Recruitment Best Practices District/Region Introductions GULF ISLANDS INTERNATIONAL PROGRAM SALT SPRING ISLAND POPULATION 10,000 ONE HIGH SCHOOL 600 STUDENTS 60 INTERNATIONAL STUDENTS NEEDEING HOMESTAYS

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Host Family Recruitment Best Practices

SLIDE 2

District/Region Introductions

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GULF ISLANDS INTERNATIONAL PROGRAM

SALT SPRING ISLAND
POPULATION 10,000
ONE HIGH SCHOOL
600 STUDENTS
60 INTERNATIONAL STUDENTS NEEDEING HOMESTAYS
COMMUNITY OF ARTISTS, MUSCICIANS, ACTORS,

PROFESSORS, AUTHORS, ATHLETES.

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The Tri County Regional School Board is one member of the NSISP Consortium. Schools: 5 (7-12) 2 (P-12) 1 (9-12) 11 Elementary Number of students 5916 (2015-16) International Students Long Term 160 Short Term 62

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Greater Victoria School District

Victoria and surrounding

municipalities

Population 86,000 (Victoria)

367,000 Greater Victoria

7 High schools, 10 Middle

Schools, 27 Elementary Schools

20,000 students
1000 international, 700 of

which require homestay

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School District/Board Engagement

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Community Engagement

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Referral Programs

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Retention and Appreciation

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Digital Marketing

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Homestay Environment in Victoria

3 Post-Secondary

Institutions

5 ESL Schools
2 neighboring School

Districts All institutions have well run and active Homestay Programs

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How Long Did This Take?

Identify a digital

marketing firm to work with

2 weeks of onboarding +

creating of content and ads.

1.5 months of testing

and optimization of campaigns

1 month confirmation of

findings

3 months total for setup

and fine tuning

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Optimization: Conversion Rate

1.Dedicated and topically relevant landing page 2.Focus on one primary conversion (i.e. sign ups) 3.Inform users with necessary information 4.A/B test with variants to find perfect mix for conversion (different messaging, content types, layouts, etc.)

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Acquiring Homestay Host Family Through Google and Facebook

VIHSP Homestay AdWords + Facebook Ads

Ad Environments Avg. Cost/1,000 Impressions (Views)

Avg. Cost per

Click Benefit Google AdWords Search $ 76.35 $ 0.95 ⁄ User intent capture ⁄ Search behavior data collection Google AdWords Display $ 0.75 $ 0.41 ⁄ Wide Exposure ⁄ Awareness Facebook Display Ads $ 9.39 $ 0.63 ⁄ Highly targeted campaigns ⁄ Awareness

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In Short….

Avg. Cost per Lead

= $90

Avg. cost / full sign

up of new homestay family = $400~ (This

number is consistenly decreasing as the campaign is fine tuned)

Total of 40 new host

families registered (July –April)

Already 30% increase
ver 2015/2016

recruitment numbers

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Homestay Recruitment Challenges

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Contact Us

Sheri Wakefield – Gulf Islands School District - swakefield@sd64.bc.ca John MacKinnon – Nova Scotia International Student Program - jmackinnon@tcrsb.ca Tymon Hsieh – Greater Victoria School District – thsieh@sd61.bc.ca