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Trends, Challenges, and Implications in International Admissions
FUTURE(IM)PERFECT?
Wednesday, 1 June 2016NAFSA (Denver, 2016)
Introductions
Future (Im)perfect? Trends, Challenges, and Implications in International Admissions
Pamela Barrett, CEO and Director (Barton Carlyle)Craig Riggs, Editor, ICEF Monitor (ICEF)Eddie West, Director of International Initiatives
(NACAC)Martha-Marie Kleinhans, Senior Associate, North
America (Barton Carlyle)
Craig RIGGSEditor, ICEF Monitor
ICEF1
Future (Im)perfect? Trends, Challenges, and Implications in International Admissions
This Moment in Time(And What Happens Next)
Pamela BARRETTCEO and Director
Barton Carlyle2
Future (Im)perfect? Trends, Challenges, and Implications in International Admissions
Risk in international strategy
Top Tips:• Consider how most effectively to differentiate your institution
• Invest in market research and in your staff team
• Invest in travelling to and working within markets
• Consider market entry costs and ease of operating in markets
• Measure the effectiveness of all your routes to market
• Match your promotion to your program portfolio
• Document your delivery so that it will be replicable and scalable
• Carefully explore opportunities for collaboration
• Balance developing vs exploratory markets
• Understand your institution’s risk appetite to develop a coherent strategy
Summary of key insights: As competition in markets increases, risk mitigation planning can be a helpful tool to help you balance the risks and rewards of international enrolment management.
Eddie WESTDirector of International Initiatives
NACAC3
Future (Im)perfect? Trends, Challenges, and Implications in International Admissions
Eddie West
Director of International Initiatives
National Association for College Admission Counseling
State of College
Admission Report
Importance of International Students in Overall
Recruitment Strategy Over Next 3 Years
37%
30%
20%
10%
0%
40%
70%
60%
50%
More Important Same Less Important
Perc
ent
of
Resp
ondents
2014
61%
2%
Average # of Countries
All Responding Institutions 9.6
Total Full-Time Undergraduate EnrollmentFewer than 3,000 students 7.3
3,000 to 9,999 14.7
10,000 or more 14.6
There were significant differences in the number of countries where institutions actively recruit by enrollment size (F (2, 147)=6.1, p < .01) and selectivity (F (3,145) = 3.3, p < .05).
Average Number of Countries Where Institution
is Actively Recruiting International Students
2015
0 20 40 60 80 100
Alumni
High School Visits
Federal Government Support
Partnerships with Overseas Colleges
Utilize Agents
College Fairs
Overseas High School Visits
Hosted Campus Visit
Social Media
High School Counselor
Website
% of Institutions Attributing Considerable Importance to Various International Recruitment Strategies, for First-Time Freshman
Other strategies: Test-optional policy (9.7%), Conditional Admission Policy (9.6%), Direct Mail (9.4%),
State/Regional Recruitment Consortium (8%), Community-Based Organization (6.4%) 2015
Use of International Recruitment Agencies
Respondents working with agencies to recruit
international students
2014: 30 percent
2015: 37 percent
Among respondents not working with agencies, those
reporting the strategy is under active consideration
2014: 30 percent
2015: 20 percent
Importance of International
Recruitment Agencies, as a strategy
39%
28%
3%
0%
5%
25%
20%
15%
10%
30%
35%31%
40%
45%
Considerable
Importance
Moderate
Importance
Limited
Importance
No
Importance
Note: Includes Only Institutions that Use Agents 2015
Agency-related Quality Assurance practices
8%
38%
79%
94%
7%
38%
42%
48%55%
70%
86%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
List agency contractors on a student-
facing web site
Provide agency with a training
manual
Require recommendations from other
U.S. institutions
Conduct in-person training sessions
Regurlarly assess outcomes of studentsrecruited by agency
Require agencies to enter into formalcontract with the institution
2015
2014
2015 Survey: 34 percent required agencies to be certified or trained by an external organization.
Q & A4
Future (Im)perfect? Trends, Challenges, and Implications in International Admissions
ConclusionsSome reflections on our
take-aways from today5
Future (Im)perfect? Trends, Challenges, and Implications in International Admissions
Craig Riggs, Editor, ICEF Monitor (ICEF)Pamela Barrett, CEO and Director (Barton Carlyle)Eddie West, Director of International Initiatives (NACAC)Martha-Marie Kleinhans, Senior Associate, North America (Barton Carlyle)
THANKSFORCOMING
