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A Brand New Day: What the future holds for international student recruitment in the U.S.

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Taking a look at the most recent intl student mobility data for the US and the world, we introduce the new 6 Ps of strategic international enrollment management, and the importance of maximizing student success on campus.

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A Brand New Day: What the future holds for international student recruitment in the U.S.

  1. 1. FIGHTING THE GOOD FIGHT: Prepare for the International Education Challenges of the Next Four Years
  2. 2. A BRAND-NEW DAY: WHAT THE FUTURE HOLDS FOR INTERNATIONAL STUDENT RECRUITMENT IN THE U.S. Marty Bennett, SMIE Consulting, LLC
  3. 3. WHAT WE’LL COVER… •Global perspective on student mobility •International student recruitment necessities •Maximize overseas student success on campus
  4. 4. PROJECT ATLAS PROJECT ATLAS® IS A GLOBAL RESEARCH INITIATIVE THAT DISSEMINATES COMPARABLE STUDENT MOBILITY DATA, CONDUCTS STUDIES ON ACADEMIC MIGRATION AND THE INTERNATIONALIZATION OF HIGHER EDUCATION, AND PROVIDES CUSTOMIZED WORKSHOPS AND RESEARCH TO STRENGTHEN THE COLLECTION OF MOBILITY DATA AROUND THE WORLD. PROJECT ATLAS ALSO SERVES AS A CLEARINGHOUSE OF CURATED RESEARCH, EVENTS AND RESOURCES RELATED TO STUDENT MOBILITY. PROJECT ATLAS HAS BEEN SUPPORTED BY THE FORD FOUNDATION, THE BUREAU OF EDUCATIONAL AND CULTURAL AFFAIRS (ECA) OF THE UNITED STATES DEPARTMENT OF STATE, IIE, AND COUNTRY PARTNERS. IIE SERVES AS THE SECRETARIAT FOR PROJECT ATLAS AND OUR COUNTRY PARTNERS INCLUDE SOME OF THE WORLD’S LEADING GOVERNMENTAL AND NON-GOVERNMENTAL NATIONAL AGENCIES INVOLVED IN INTERNATIONALIZATION AND STUDENT MOBILITY ISSUES, AS WELL AS RESEARCH AFFILIATES OR ORGANIZATIONS WHOSE STUDENT MOBILITY WORK SPANS MULTIPLE COUNTRIES. DESCRIPTION COURTESY OF IIE PROJECT ATLAS SITE
  5. 5. PROJECT ATLAS Where do globally- mobile students call home?
  6. 6. PROJECT ATLAS • Top 5 source countries for each top destination market • China #1 in 5 of top 17 host nations
  7. 7. PROJECT ATLAS How saturated are most leading destinations with international students? Where is the greatest capacity/tolerance for growth in overseas student populations?
  8. 8. OTHER COUNTRIES APPROACHES • UK • Australia • Canada • China • New Zealand • Agent networks • Direct travel for recruitment • Armchair / digital advertising • Scholarships • Institutional/governmental partnerships • Trans-National Education
  9. 9. SEVIS BY THE NUMBERS • DHS report on real-time SEVIS database numbers • Tracks all F and M visa holders in the U.S. across all categories (i.e. high school, associates, bachelor’s, master’s, doctoral, ESL, vocational, etc.) • Irregularly reported – latest: January 2020 (previously March 2019)
  10. 10. SEVIS BY THE NUMBERS Source: SMIE Consulting blog – Jan 2020
  11. 11. IIE OPEN DOORS • Funded by U.S. Department of State, Bureau of Educational & Cultural Affairs • Produced by Institute of International Education since 1919. • 1st overall decrease since 2004 • 5th year with over 1 million intl students
  12. 12. IIE OPEN DOORS • New International Student numbers Fall ’19 v past years • 4th year in a row – overall new intl students decreased
  13. 13. IIE OPEN DOORS • Top places of origin for intl students in OD 2020 • Only 7 of top 20 saw increases year on year: China, Taiwan, Brazil, Nigeria, Germany, Bangladesh, and Spain. • Biggest % drop: Saudi Arabia, Venezuela, Malaysia
  14. 14. IIE OPEN DOORS • Top fields of study ‘19-’20 • 52% in STEM
  15. 15. IIE OPEN DOORS FALL SNAPSHOT SURVEY • 700 institutions surveyed • New intl enrollments down 43% • Overall intl enrollments drop 16% • 90% of institutions reported large # of intl student deferrals (40,000) • 20% of enrolled intl students studying online from abroad
  16. 16. IIE OPEN DOORS FALL SNAPSHOT SURVEY • 68% now using current students • 56% now using social media outreach • 53% using EdUSA
  17. 17. NAFSA INTL STUDENT ECONOMIC VALUE TOOL • 1st drop since reporting data has been kept (20 years) • Intl student economic impact for 2019-20 = $38.7 billion (down from $41 billion)
  18. 18. WHAT ARE PEOPLE SAYING ABOUT WHAT’S NEXT?
  19. 19. WHAT WILL A NEW ADMINISTRATION MEAN FOR INTL ED? • Travel ban revocations • DREAMers protected • Reversal of H1B changes • Protection of OPT/STEM • Throw out D/S elimination • Green card for PhD grads • Welcoming messages
  20. 20. WHAT CAN WE BE DOING TO HELP? • Digital First approach • Collaboration within your institution • Collective action with like- minded institutions (e.g. state consortia) • Advocacy • Welcoming messages
  21. 21. STANDARD MARKETING INGREDIENTS • Product – quality education/experience • Price – comparative low cost • Place – safe, friendly community • Promotion – why Millersville?
  22. 22. NEW 6PS OF STRATEGIC INTL ENROLLMENT MANAGEMENT 2. Planning 3. Platforms 6. Peers5. Personalization MULTI- LEVELMULTI- YEAR Country- specific Profiles, stories Personae development Multi-channel LIVE WHERE YOUR STUDENTS LIVE Develop relationships Focus on target countries reviewable Chats, emails, blogs, videos Digital first approach, multi-use content across channels WHAT WOULD YOU WANT? 1. Perspective GLOBAL COMPETITION Competitive advantages Messaging must reflect awareness 4. Partnerships Agencies EducationUSA COMMERCE Consortia MULTI- LINGUAL Service providers
  23. 23. TARGET REALISTIC TOP 10 COUNTRIES • Different countries for different levels of study • Your top 10 may not be the same as the national list • Work to your strengths based on: • current students • Alumni • institutional partners abroad
  24. 24. FOCUS ON DOMESTIC MARKETS • High schools • Community colleges • ESL programs
  25. 25. HIGH SCHOOLS
  26. 26. IIE STUDY: INTL SECONDARY STUDENTS IN THE US
  27. 27. INTENSIVE ENGLISH PROGRAMS • Current challenges in IEP • ESL only I-20s • Consulate issues in awarding ESL visas • Reductions in govt. scholarships
  28. 28. COMMUNITY COLLEGES • 2+2s • Articulation agreements
  29. 29. ON-CAMPUS SUCCESS INFORMS RECRUITMENT • Make the case to administration • Collaborate among key offices • Admissions/ISSS • Financial Aid • Residence Life/Housing • Student Employment • Professional Development/Career Services • Alumni • Coordinate communications Image courtesy of Inside Higher Ed
  30. 30. ECONOMIC IMPACT OF INTERNATIONAL EDUCATION
  31. 31. IMPORTANCE OF ADVOCACY ON CAMPUS AND BEYOND • On-campus leadership • Community partners • Elected officials
  32. 32. THANK YOU /QUESTIONS Marty Bennett SMIE Consulting LLC Marty.Bennett@SMIEConsulting.org All The SMIE News Fit To Share newsletter Midweek Roundup #intled #livechat Wednesdays 1pm ET on Facebook

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