Given narrowing admissions budgets, how are you prepared to recruit international students without traveling overseas? Interacting through technology is essential to any international recruitment strategy. Our survey of newly-enrolled international students revealed how they use technology throughout the admissions process. Click and learn how to leverage digital and mobile communication trends to scale international recruitment.

1. E4. Leveraging Mobile Trends to Drive
International Student Enrollment
Presenters
Rachel Balows, Associate Director of Admission and Communication, University of Denver, CO
Corie Martin, Manager of Creative Web Services, Western Kentucky University, KY
Alejandra Ruiz, Client Success Manager, TargetX, CA
Andrew Wilson, Product Manager, TargetX, CA
#intlsp
#nacac15

2. Setting the Stage
Trends in domestic and international enrollment
Today’s Agenda
Motivations & Challenges: Studying Abroad in the U.S.
Impact of mobile technology on international student recruitment
The Right Mix
Recommendations to inform international recruitment strategies
#intlsp

3. Why study in the United States?
• Diversity and new perspective in the classroom
• Money > International students make up only 4% of total student enrollment at U.S. institutions,
but contribute $27 billion to the U.S. economy annually
Source: What Matters to International Students?, Noel Levitz
https://www.noellevitz.com/papers-research-higher-education/2008/what-matters-international-students
Source: Press Release Open Doors 2014, Institute of International Education
http://www.iie.org/Who-We-Are/News-and-Events/Press-Center/Press-Releases/2014/2014-11-17-Open-Doors-Data
• Academic Quality
• Major
• Internships
• Work study
• Campus Culture
• Athletics
• Clubs/Organizations
• Belonging
What do international students bring?
Setting the Stage
#intlsp

4. Source: The Condition of Education 2014, National Center for Education Statistics
http://nces.ed.gov/programs/coe/indicator_cpa.asp
Domestic enrollment has remained flat over the last decade
37%
40%
42%
Domestic Enrollment Trends
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5. 564,766
886,052
Source: Fast Facts Open Doors 2014, Institute of International Education
http://www.iie.org/Research-and-Publications/Open-Doors/Data/Fast-Facts
International Enrollment Trends
International enrollment has
steadily increased by 57% from
2005/06 to 2013/14
From just the previous year, total
enrollment increased by 8%
#intlsp

6. Source: Fast Facts Open Doors 2014, Institute of International Education
http://www.iie.org/Research-and-Publications/Open-Doors/Data/Fast-Facts
329,854
370,724
Trends by Student Type
Third year in a row that
undergraduate enrollment
outnumbers graduate enrollment
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7. Source: Fast Facts Open Doors 2014, Institute of International Education
http://www.iie.org/Research-and-Publications/Open-Doors/Data/Fast-Facts
South
Korea
Top Four Places of Origin
China
IndiaSaudi
Arabia
Represents 56% of total enrolled international students
#intlsp

8. Setting the Stage
Trends in domestic and international enrollment
Today’s Agenda
Motivations & Challenges: Studying Abroad in the U.S.
Impact of mobile technology on international student recruitment
The Right Mix
Recommendations to inform international recruitment strategies
#intlsp

9. 49% male
70% undergrads
11% Middle East
20% India
20% Asia (rest of)
20% China
Survey Demographics
#intlsp

10. 28%
22%
12%
11%
9%
6%
4%
3%
2%
2%
0% 10% 20% 30% 40%
Other
Particular university
No career opportunities in home country
International high school in another country
International high school in home country
Funding from university scholarship
Funding from home country
No higher ed opportunities in home country
Funding from United States
Particular professor
What was the main reason you decided to study abroad?
Reason to Study Abroad
#intlsp

11. “Always wanted to study abroad”
“Better education system and a chance for a better future”
“The educational quality in the USA is better than it is in my home country”
“To experience another country and its culture, and enlarge my horizon”
“Want to gain more life experience”
Other Motivations
#intlsp

12. 32%
15%
14%
12%
10%
8%
4%
3%
2%
0% 10% 20% 30% 40%
Funding
Distance from family/friends
Language barrier
Cultural differences
Making new friends
Campus fit
Other
Safety in surrounding area
Safety on campus
Concern Study Abroad
What was your main concern studying abroad?#intlsp

13. 22%
17%
13%
11%
11%
9%
7%
6%
3%
2%
0% 10% 20% 30%
Standardized tests (undergrad)
Securing funding
Writing application essay
Applying for visa
Completing the application
English language test
Standardized tests (graduate)
Communicating with admissions
Other
Making travel arrangements
What was the main challenge during the admissions process?
Challenge During Admissions Process
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14. 3%
8%
39%
35%
16%
0%
25%
50%
75%
100%
Completely Prepared
Very Prepared
Moderately Prepared
Slightly Prepared
Not At All Prepared
How prepared did you feel for studying abroad?
Prepared Studying Abroad
#intlsp

15. How many universities did you apply to in the United States?
How many universities did you apply to in other countries (not United States)?
-100% -50% 0% 50% 100%
InstitutionsApplied
United States Institutions Other Country Institutions
18%
20%
23%
15%
10%
14%
81%
11%
5%
2%
1%
1%
Institutions Applied To
#intlsp

16. Yes
46%
No
54%
Did you visit campus at a university in the United States?
How satisfied were you with your campus visit?
(of those who answered yes)
5%
95%
0%
25%
50%
75%
100%
Campus Visits
#intlsp

17. Who did you communicate with during the admissions process?
(select all that apply)
11% 13%
26%
31%
42%
71%
0%
25%
50%
75%
100%
0 1 2 3 4 5 6 7
Want to Communicate With
#intlsp

18. 84%
6%
4%
2%
2%
1%
1%
1%
0% 25% 50% 75% 100%
Email
Phone Call
In Person
Live Chat
Mail
Messaging App
Text
Video Chat
What was your preferred way to communicate with college admissions?
Preferred Communication Channel
#intlsp

19. Yes
95%
No
5%
54%
42%
3%
0%
15%
30%
45%
60%
Do you own a mobile smartphone (iPhone, Android)?
Which mobile smartphone do you own?
Smartphone Usage
#intlsp

20. 69%
60%
48%
18%
10%
9%
8%
8%
4%
2%
0% 20% 40% 60% 80%
Visited university website
Download university app
Viewed university social media
Taken virtual campus tour
Submitted college application
Texted college admissions
Messaging app with college admissions
Scheduled campus visit
Live chat with college admissions
Video chat with college admissions
On your mobile smartphone, which of the following have you done? (select all that apply)
Includes only those who own mobile smartphone
Mobile Activity
#intlsp

21. On your mobile smartphone, have you used any of the following messaging apps? (select all that apply)
Includes only those who own mobile smartphone
67%
13%
13%
6%
2%
1%
1%
0% 20% 40% 60% 80%
WhatsApp
Yik Yak
Other
GroupMe
Whisper
FireChat
Secret
Other Apps:
WeChat = 6%
Viber = 4%
FB Messenger = 3%
Line = 2%
Messaging App Usage
#intlsp

22. Yes
86%
No
14%
Are you currently enrolled at a university in the United States?
Has your college experience met your expectations?
(of those who answered yes)
17%
83%
0%
20%
40%
60%
80%
100%
Did Not Meet Expectations Met Expectations
Are You Enrolled?
#intlsp

23. 33%
25%
20%
7%
6%
3%
2%
2%
1%
0% 10% 20% 30% 40%
Limited personal funding
Other
Limited funding from US gov't
Enrolled at university in home country
Enrolled at university in other country
Limited funding from home country gov't
Not prepared to leave home, family, friends
Increased at-home responsibilities
Went into workforce
What was the main reason you did not enroll at a university in the United States?
(of those who answered no)
Reason Not Enrolled
#intlsp

24. Setting the Stage
Trends in domestic and international enrollment
Today’s Agenda
Motivations & Challenges: Studying Abroad in the U.S.
Impact of mobile technology on international student recruitment
The Right Mix
Recommendations to inform international recruitment strategies
#intlsp

25. Offer scholarships specific to international students
Focus on career placement and show a proven track record with alumni
from your strongest degree programs
Highlight internship opportunities, work-study programs and
experiential learning resources
Make sure relevant information is easy to find (website, mobile, search, etc.)
Institutional Attractiveness
#intlsp

26. Analyze website analytics to determine the origins of international traffic
Examine inquiry and applicant trend data to identify international hot spots
and program areas of interest
Design a mobile strategy to correspond with usage patterns of students
from different regions
Close the distance by replacing in-person experiences with social/mobile
tools to make students feel more connected to your institution
Mobile Preparedness
#intlsp

27. Demonstrate a commitment to international diversity and inclusiveness
through institution-wide programs
Promote campus clubs, organizations and volunteer opportunities
Stress student services and a caring environment (ie mentorships, advising)
Connect current students to prospective students with similar backgrounds
to ease anxiety about transition
The Intangibles
#intlsp

28. andrew@target.com
@targetx
Questions? CONTACT US!
Thank You
#intlsp
alejandra@targetx.com
@targetx
corie.martin@wku.edu
@coriemartin
rachel.balows@du.edu
@rbalows