Gain insight into emerging trends that will impact international student recruitment strategies in 2015 and beyond. For our video complement: http://youtu.be/OmPZl4kutVI
* Acknowledge that measuring ROI is complicated... but achieve-able
* Consider translating tailored content for the parents of prospective students
* Improve the efficiency of the *operations* end of your admissions cycle
* Integrate all of your promotional campaigns to maximize success
Contact cheryl@USjournal.com for details!
3. ROI Considerations
• Lead Generation
• YieldActivity
“ROI is rarely delivered in terms of absolute values.”
“ROI assessments are meant to address the lingering
ambiguity about how to achieve the desired outcome
through the most fiscally astute means possible.”
5. Variables in the ROI Equation for Full IEM Cycle
InputVariables Quantifiably ElusiveVariablesOutputVariables
6. Variables in the ROI Equation for Full IEM Cycle
InputVariables
•Cost of the campaignin $$
Travel (domestic,overseas)
Flights
Accommodations
EventRegistration
CommissionsandFees
PurchasingStudentNames
ScholarshipOffers
Online Promotions
Print Promotions
•Cost of the campaignin time
Investin advance
Realize $$ returnslater
7. Variables in the ROI Equation for Full IEM Cycle
InputVariables
•Cost of the campaignin $$
Travel (domestic,overseas)
Flights
Accommodations
EventRegistration
CommissionsandFees
PurchasingStudentNames
ScholarshipOffers
Online Promotions
Print Promotions
•Cost of the campaignin time
Investin advance
Realize $$ returnslater
OutputVariables
•Revenuegenerated
Tuition
Fees
Parentaldonations
•Enrolled students
Retention
•Alumni donations
8. Variables in the ROI Equation for Full IEM Cycle
InputVariables
•Cost of the campaignin $$
Travel (domestic,overseas)
Flights
Accommodations
EventRegistration
CommissionsandFees
PurchasingStudentNames
ScholarshipOffers
Online Promotions
Print Promotions
•Cost of the campaignin time
Investin advance
Realize $$ returnslater
Quantifiably ElusiveVariables
•Top-level support
•Well-defined strategy
•“Sufficient”budget
•Campushistory
•The“Prestige Factor”
•Word-of-mouthreferrals
•Overlappinginitiatives
•Economic,currencyfluctuations
•Visa policy fluctuations
•Peer-level support
•Academicprogramrelevance
•Partnerships:Gov’t,University
•Foreign-bornfaculty( +,- )
•Global involvement of faculty
•Alumni relations
•Efficiencyof operations
OutputVariables
•Revenuegenerated
Tuition
Fees
Parentaldonations
•Enrolled students
Retention
•Alumni donations
14. Model
-- Cost of Advertising
+ Student(s) Tuition
+ Student(s) Fees
------------------------------
Return on Investment
ESL Program
-- $ 1,195 / year
+ $ 2,850 / 10-wk session
+ $ 465 Student Fees
----------------------------------
$ 2,120 = 1st student
$ 15,380 = 5 students
$ 31,955 = 10 students
Online Promotions
15.
16. The traditional enrollment funnel has disintegrated
Students applying without prior contact
Introduced into database as “applicant”
Accept lack of complete control of your
institutional message
The Rise of “Stealth Applicants”
17. Enhanced Social Media Channels
Speed Data > Big Data
facebook.com/USjournal
twitter.com/USAcademics
26. 55% of online content is in English
27% of online users speak English as a native language
4% of online content is in Chinese
25% of online users speak Chinese as a native language
27. GlobalByDesign.com
• You can tell so much about a company by
how it structures its website…
• The global gateway is more than a
functional element;it is in many ways an
extension of your brand.
• It’s important to greet visitors from
around the world as warmly as you greet
those users in your home country.
41. What’s next?
Prospective Advertisers
• Review our Space Reservation Form: USjournal.com/e/15.pdf
• Contact cheryl@USjournal.com to schedule a call
Current Advertisers
• Make sure our social media channels are connected
• Send us your multilingual video URLs to embed
• Send us your overseas travel itinerary so we can invite students
Everyone
• Consider multi-lingual promotions, however limited
• Join our FundsV Webinar: Details at FundsV.com/page/about/
• Connect on LinkedIn,Twitter and SlideShare