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Harnessing Language Schools as University Pathways February 2017
2017 Annual Conference, Washington, DC
David Silva | ProvostSalem State University
Ben Waxman | Chief Executive OfficerInternational Education Advantage, LLC
Deborah Curtis | Director, Center for Language, Culture & LeadershipNiagara University
2017 Annual Conference, Washington, DC
Speakers / Agenda
Benjamin Waxman Chief Executive Officer Intead
Deborah Curtis Director, Edward A. Brennan Center for Language, Culture and Leadership Niagara University
David Silva Provost and Academic Vice President Salem State University
Agenda 1. Perspective on Recruiting Goals and
Data from the Field
2. Salem State – A Public Institution Reimagines its Long-Standing Language Program
3. Niagara – A Private Institution Launches a New Language Program
4. Recruitment Marketing Tools & Tips
2017 Annual Conference, Washington, DC
Who is here?
Knowing me
Knowing you
2017 Annual Conference, Washington, DC
External Factors
Perceptions and Realities
• Election rhetoric as “unwelcoming” and language programs as �canaries in the coal mine
• Currency fluctuations (stronger USD)
• Conditional admission policies �(US & Canada)
2017 Annual Conference, Washington, DC
Understanding RecruiLng Goals
The value of language programs Knowing your recruiLng goals Knowing what you want to achieve
2017 Annual Conference, Washington, DC
What’s Happening in the US Market?
352 InsLtuLons with an On-‐Site Language School Analyzed
57% 37%
6%
Public (199)
Private (132)
Community College (21)
2017 Annual Conference, Washington, DC
What’s Happening in the US Market?
352 InsLtuLons with an On-‐Site Language School Analyzed
58%
42% School Owned (203)
3rd Party Operated (149)
2017 Annual Conference, Washington, DC
Ave % of Int’l students on campus: School Owned vs. 3rd Party Operated
10.27%
8.46%
0%
2%
4%
6%
8%
10%
12%
School Owned 3rd Party Intead analysis of 352 insJtuJons paired with 2015/2016 IIE Open Doors Data
2017 Annual Conference, Washington, DC
Ave % of Int’l students on campus per InsLtuLon Type
7.90%
13.78%
2.70%
0%
2%
4%
6%
8%
10%
12%
14%
Public Private Community College Intead analysis of 352 insJtuJons paired with 2015/2016 IIE Open Doors Data
199 132 21
Number of Sites
Ave % of Int’l Students
2017 Annual Conference, Washington, DC
4 9 18 41 3 4 6 4 3 5 3 7 3 7 0%
5%
10%
15%
20%
Ave % of Int’l students on campus per 3rd Party Operators
Intead analysis of 352 insJtuJons paired with 2015/2016 IIE Open Doors Data
Number of Sites
Ave % of Int’l Students
2017 Annual Conference, Washington, DC
Ave % of Int’l students on campus per region
Intead analysis of 352 insJtuJons paired with 2015/2016 IIE Open Doors Data
School Owned and 3rd Party (352 InsJtuJons)
10.56% 11.38%
9.07%
6.56%
8.47%
Mid West North East South Central South East West
2017 Annual Conference, Washington, DC
Ave % of Int’l students on campus per region
Intead analysis of 352 insJtuJons paired with 2015/2016 IIE Open Doors Data
School Owned (203 InsJtuJons)
11.49% 12.78%
9.20%
6.57%
8.73%
Mid West North East South Central South East West
2017 Annual Conference, Washington, DC
Ave % of Int’l students on campus per region
Intead analysis of 352 insJtuJons paired with 2015/2016 IIE Open Doors Data
3rd Party Operated (149 InsJtuJons)
8.46% 9.87%
8.92%
6.56% 7.54%
Mid West North East South Central South East West
A Public InsLtuLon Reimagines a Long-‐Standing Language Program
2017 Annual Conference, Washington, DC
David Silva | ProvostSalem State University
2017 Annual Conference, Washington, DC
IEP at Salem State University – An Overview
• Began in 1993 with 12 students (24 years)
• Spring 2017
• Enrollment: 64 students • 20 countries top 4: Brazil, Vietnam, PRC, Albania
• 63% hold F-‐1 visa 20% are permanent residents
0
20
40
60
80
100
120
140
Intensive English Program Enrollment Trends (2000-‐present)
Spring Summer Fall
2017 Annual Conference, Washington, DC
IEP at Salem State University – An Overview
Current Capacity • Staff: 3.7 FTE
• 1 FT director • 6 PT instructors
• Current capacity: ~ 70% • Most common post-IEP majors
• Business • Computer Science • Education
0
20
40
60
80
100
120
140
Intensive English Program Enrollment Trends (2000-‐present)
Spring Summer Fall
2017 Annual Conference, Washington, DC
IEP at Salem State University – A Mini-‐SWOT
• Strengths • Personnel • FaciliJes • Commitment to InternaJonalizaJon • LocaJon
• Weaknesses • Resource allocaJons • Underdeveloped pathways to credit study
2017 Annual Conference, Washington, DC
IEP at Salem State University – A Mini-‐SWOT
• OpportuniLes • Robust relaJonships with overseas insJtuJons (insJtuJonal / individual)
• New experienJal learning partnerships
• Threats • Local compeJtors (including CCs) • PoliJcal uncertainJes
A Private InsLtuLon Launches a New Language Program
2017 Annual Conference, Washington, DC
Deborah Curtis | Director, Center for Language, Culture & LeadershipNiagara University
2017 Annual Conference, Washington, DC
• Received Approval from SEVIS June 27, 2016-‐ started September 2016!
• Spring 2017
– Enrollment: 11 students • 4 countries �
Vietnam, China, Turkey �and Mexico
• 82% hold F-1 visa�1 is a permanent resident
ESL Program at Niagara University-‐ An Overview
2017 Annual Conference, Washington, DC
• Spring 2017 – Staff:
• 1 FT director • 2 PT instructors
– Current capacity: �lots of room to grow
– Most common post-IEP majors • Finance and Accounting • Education • MBA
ESL Program at Niagara University-‐ An Overview
2017 Annual Conference, Washington, DC
ESL at Niagara University – A Mini-‐SWOT
• Strengths – Growing success in International
Marketplace – students from 38 countries on campus; International faculty
– Ability to conditionally admit students – Location
• Weaknesses – New- unknown center – Resource allocations – Location
2017 Annual Conference, Washington, DC
ESL at Niagara University – A Mini-‐SWOT
• OpportuniLes – Build stronger relationships with
International partner Universities – Build/Market on Program strength-
Language, Culture and Leadership
• Threats – New and current competitors – Political uncertainty
Recruitment MarkeLng Tools & Tips
2017 Annual Conference, Washington, DC
Ben Waxman | Chief Executive OfficerInternational Education Advantage, LLC
2017 Annual Conference, Washington, DC
Approaches to MarkeLng to Language Students
2017 Annual Conference, Washington, DC
So, Who Is Using Mobile Devices?
Using Mobile: The SaLsfacLon of Search
2017 Annual Conference, Washington, DC
Global Mobile: Quick PerspecLve
2017 Annual Conference, Washington, DC
Global Mobile: Quick PerspecLve
2017 Annual Conference, Washington, DC
Messaging Apps: Quick PerspecLve
2017 Annual Conference, Washington, DC
Where to find these free resources
2017 Annual Conference, Washington, DC
Student Segments and MoLvaLons – the Value of Personas
2017 Annual Conference, Washington, DC
Persona Development Worksheet
2017 Annual Conference, Washington, DC
Discussion
Let’s consider your next steps 1. Provide a great experience to your current students (always) 2. Set realisLc internal expectaLons;
seek internal buy-‐in/alignment 3. Create goals per target audience; know your differenLators
4. Choose the target regions that have a high affinity for those features (consider local, use data)
5. Choose the engaging content and disseminaLon channels that reach your target audience (mobile)
6. Track the results 7. Modify tacLcs based on data (review your data) 8. Provide a great experience to your current students (always)