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NAFSA: Association of International Educators Annual Conference : Houston, TX
May 30, 2012
(First presented at NAFSA Vancouver June 2011)
Comprehensive Strategic International Enrollment
Management: Recruitment, Retention, and Reentry
• Evaluate institutional strategy for international enrollment management;
• Identify successful models for a collaborative approach which encompasses the entire international student experience;
• Identify best practices which can be replicated
Objectives
• Research on US students, primarily freshmen
• Research on minority students
• Very little research on international student retention
Research on Retention
• Alexander Astin – 35 years of research – Student involvement is key
• Vincent Tinto – Involvement is key – Persistence and integration must be social &
academic
• Seidman’s retention formula – Early identification + (early + intensive + continuous)
intervention
International Students: Strengthening a Critical Resource,
Maureen S. Andrade and Norman W. Evans
Retention Theories
Early Identification
Early Intervention
Intensive Intervention
Continuous Intervention
Seidman’s Retention Formula
IEM is a focused strategy on the successful recruitment, admission,
advising, enrollment, retention and re-entry of international students translated
into an operational plan. It provides data-based direction on where to focus campus-wide resources to ensure that
institutional goals are met.
International Enrollment Management (IEM)
Integrated Enrollment Management Strategy from Recruitment to Re-Entry:
American University’s Collaborative Model
Recruitment & Application
Admission & Conversion
Anti-Melt Retention
Re-Entry
• International enrollment management (IEM) planning & strategy discussions www.nafsa.org/IEMresources
• Registrar, UG academic studies dean, academic units, IA collaboration to set course equivalency policies
• Jointly hosted campus events
• Local outreach
• Student school visits during vacations
• ISSS, Education Abroad (EA), Alumni Relations, International Admissions (IA) collaboration
Recruitment & Application
• Facebook & Calling campaigns + follow up
• Overseas conversion events with parents, alumni, study abroad students
• ISSS staff & international students join IA at campus open house events
• Summer send off events
• Passing the communication baton from IA to ISSS
Admission & Conversion
• Immigration document issuance
• Student to student summer outreach
• Track status from deposit to arrival
• ISSS summer communication with deposited students
• IA & academic units
Anti-Melt
• IA recommends new students to get involved with ISSS programs
• ISSS and IA jointly host orientation week events • US Global Nomad events • Joint monitoring of
student GPAs • Academic early
intervention • Data analysis shared • IA shares feedback
from parents overseas
Retention
• Empower new alumni with AU information (admissions and campus life) for the transition home
• Connect alumni with EducationUSA Centers and schools back home
• Invite alumni to help at fairs, dinners, recruitment and conversion outreach events
• Connect new alumni with their home country alumni network
Re-Entry
Brainstorming….
What are your opportunities to Connect, Communicate and Collaborate for a successful recruitment to re-entry international enrollment management strategy?
Recruitment & Application
Admission & Conversion
Anti-Melt Retention
Re-Entry
What do you need to do to develop an IEM plan that integrates
Recruitment, Retention and Reentry to reflect your institution’s vision, strengths, resources, & goals?
1. You have just been hired by an institution of higher learning to increase the
number of international student attendees. You’re not sure of exact goals, resources, or campus allies, but your timeline is tight…..
2. You’ve been at your institution for a number of years and work with international students – perhaps in ISSS. However, you have not directly been involved in international marketing, recruitment, admissions, or enrollment management. You are noticing certain retention, academic or socialization trends among your international student population and need further input to advocate for new/expanded programming or other support services.
3. Your institution is new to internationalization and would like you to develop a comprehensive multi-year IEM plan to successfully integrate recruitment, retention and re-entry strategies.
4. You’ve been involved in recruiting/admissions for a while and are now looking at trends, retention and other indicators to help shape your institution’s future IEM directions.
CONNECT: Who are your current (C) or potential (P) partners?
C P C P
ISSS INTERNATIONAL ADMISSIONS
UNDERGRAD ADMISSIONS GRADUATE ADMISSIONS
CURRENT INTERNATIONALS INTERNATIONAL FAMILIES
ACADEMIC UNIT ADVISERS FACULTY
EDUCATION ABROAD STAFF REGISTRAR
FINANCIAL AID OFFICE ESL SERVICES
“DATA DIVAS” STUDENT SUPPORT SERVICES
STUDENT ACTIVITIES STAFF HOUSING
MARKETING/PUBLICATIONS DEANS, PROVOST, SIO’S
DEVELOPMENT/ALUMNI COMMUNITY PARTNERS
PROGRAM SPONSORS OTHER?
Home Country Partners:
C P C P
EDUCATIONUSA FULBRIGHT COMMISSIONS
SECONDARY SCHOOL COUNSELORS
UNIVERSITY INTERNATIONAL OFFICES
ALUMNI/ALUMNI CHAPTERS
COMMUNICATE: International Admissions—what do you know
about your ISSS Office?
PHILOSOPHY/MISSION TIMELINES
REGULATIONS AND PROGRAMMING
COMMUNICATION PLAN WITH STUDENTS
ORG CHART AND STAFFING PROCESSES
DATA USED ACTIVITIES AND CALENDAR
RESOURCES OPPORTUNITIES FOR STUDENTS TO GET INVOLVED
MUTUAL GOALS OTHER?
COMMUNICATE: ISSS– what do you know about your
International Admissions Office?
STRATEGIC GOALS TARGETED RECRUITMENT POPULATIONS
ORG CHART AND STAFFING WHEN AND WHERE TRAVELING
PROCESSES RESOURCES
DATA USED ADMISSION REQUIREMENTS
INCOMING STAR STUDENTS/WEAKER STUDENTS
HOW TO ACCESS INFORMATION ABOUT STUDENT RECORDS
HOW TO ACCESS INFORMATION ABOUT FAMILIES
ON-CAMPUS INTERNATIONAL VISITS AND EVENTS THAT ISSS STAFF CAN HELP SUPPORT
International Admissions and ISSS—How
can/do you communicate?
FACE TO FACE MEETINGS HEADS UP CALLS/EMAILS
DURING RECRUITMENT PHASE DURING ADMISSIONS/CONVERSION
DURING PRE-ARRIVAL TRANSITION
DURING INTERNATIONAL ORIENTATION
DURING RETENTION PHASE DURING GRADUATION AND REENTRY PHASE
AFTER INTL TRAVEL & MEETINGS WITH PARENTS, COUNSELORS
OTHER?
• Share information • Identify mutual goals • Develop a coordinated and seamless joint
communication plan with students • Get to know new and current students and
families • Get to know your International Admissions and
ISSS colleagues • Be pro-active: Connect no matter what the
reporting lines and org chart say!
Tips for Successful Collaboration
• Sandy Soohoo-Refaei, International Programs, Linfield College, [email protected]
• Evelyn Levinson, Office of Enrollment, American University, [email protected]
• Kristina Thompson, International Student Services, American University, [email protected]
• Heidi Gregori-Gahan, International Programs and Services, University of Southern Indiana, [email protected]
• Fanta Aw, Asst VP of Campus Life, Director of ISSS, American University, [email protected]
Resources
• www.nafsa.org/IEMresources • International Students: Strengthening a Critical Resource,
Maureen S. Andrade and Norman W. Evans • May 2012 NAFSA Conference, Houston – 3Rs of IEM 2 hour
seminar • Nov 2011 MSACROA Conference, Atlantic City – 3Rs of IEM
session • June 21, 2011 NAFSA Webinar on International Student
Retention • June 17, 2011 WES Webinar on Recruitment in Middle East • May 2011 NAFSA Conference, Vancouver – 3Rs of IEM
session
Resources