Identifying and Analyzing your Institution's Marketing Opportunity - Intead NYC Global Marketing...

Identifying & Analyzing Your Institution’s Marketing Opportunities GLOBAL MARKETING WORKSHOP FOR ACADEMIC LEADERS

Intead Global Marketing Workshop New York City SUNY Global Center June, 2014

PANELISTS

Christine A. Farrugia Senior Research Officer Center for Academic Mobility Research and Impact Institute of International Education (IIE)

Clay Hensley Senior Director of International Strategy & Outreach The College Board

Framework of the Session

+  SUSPECT

+  PROSPECT

+  ADMIT

The Big Picture of Global Student Mobility

2025 8 M projected

2011 4.3 M

2005 3.0 M

1995 1.7 M 1985 1.1 M

1975 .8 M

Source: OECD Educa&on at a Glance, 2013

InternaFonal Students in the U.S.

0 100,000 200,000 300,000 400,000 500,000 600,000 700,000 800,000 900,000

Academic Level Trends

150,000 170,000 190,000 210,000 230,000 250,000 270,000 290,000 310,000 330,000 350,000 Undergrad

Graduate

How does this group compare?

0 5 10 15 20 25 30 35 40 45 50

Undergrad Graduate Non-‐Degree OPT

41.5 38.0

9.0 11.6

29.8

45.1

11.3 13.8

Overall

This Group

InternaFonal Enrollment as a % of Total Enrollment

1 District of Columbia 10.2% 2 MassachuseOs 9.0% 3 Delaware 7.5% 4 New York 6.7% 5 Rhode Island 6.3% 5 Washington 6.3% 7 Hawaii 5.7% 8 North Dakota 5.6% 9 Indiana 5.5% 10 ConnecWcut 4.9%

Where do internaFonal students in the U.S. come from?

Where is the growth coming from?

China, Saudi Arabia, Brazil, Iran, Kuwait

0

50,000

100,000

150,000

200,000

250,000

300,000

350,000

2006 2007 2008 2009 2010 2011 2012 2013

Saudi Arabia Vietnam China India Canada Japan South Korea Rest

Approximately 340,000 international undergraduate students in the U.S. in 2013

Top 7 countries

Saudi Arabia & Vietnam

China

Rest of the World

CAGR: +31%

CAGR: +39%

CAGR: -1%

Since 2006

SOURCE: IIE.ORG | OPEN DOORS REPORT 2013

Although overall int’l student mobility to U.S. universities continues to increase, recent trends reveal most of the growth derives from only a handful of source countries


+  SUSPECT

+  PROSPECT

+  ADMIT

The U.S. as a Market for InternaFonal Recruitment

Saudi Arabia 30%

China 16%

South Korea 9%

Japan 9%

Brazil 6%

All Other 30%

China 15% South

Korea 12%

8%

Japan 6% 4%

All Other 54%

China 32%

South Korea 12% 10%

All Other 46%

Intensive English Community College Secondary Students

Germany Mexico

Vietnam

110,870 86,778 73,000

Jeju Island in South Korea as an educaFon hub

What do internaFonal students think about US higher educaFon?

Where does the U.S. have advantages over other countries?

0 10 20 30 40 50 60 70 80 90

Many scholarship opportuniWes

Welcoming of internaWonal students

High quality higher ed

Wide range of schools & programs

Canada Australia U.K. U.S.

What do internaFonal students think about US higher educaFon?

Where does the U.S. have challenges?

0 10 20 30 40 50 60 70

High cost of living

Safe place to study

Difficult/complex visa procedures

TuiWon is expensive

Canada Australia U.K. U.S.

CANADA

CHINA

SOUTH KOREA

VIETNAM

INDIA

SAUDIA ARABIA

U.K.

BUSINESS

16%

29%

16%

13%

17%

18%

38%

ENGINEERING SOCIAL SCIENCES

8%

19%

11%

36%

21%

5%

10%

13%

8%

12%

4%

3%

18%

5%

SOURCE: IIE.ORG | OPEN DOORS REPORT 2013

Who is studying what? International students display varying degrees of interest depending on their home country

Rankings are important, but other factors influence decision-‐making

For example, SAT score send data shows highest receiving institutions are relatively different among sending countries, revealing different outreach efforts by institutions.

INDIA CHINA SOUTH KOREA VIETNAM

Univ. of California Berkeley Cornell University Stanford University MIT Georgia Inst. of Technology

Drexel University Harvard University DePauw University Trinity College

Univ. of California Berkeley University of Michigan New York University Cornell University

University of Illinois Univ. of California Los Angeles Penn State University University of Washington University of Wisconsin

Source: SAT Score sends in academic year 2012-‐2013

SOURCE: THE COLLEGE BOARD | SAT SCORE SENDS IN 2013

2.46

4.54

4.68

4.81

4.87

5.62

5.84

6.18

6.89

7.74

7.84

8.68

9.09

10.17

11.73

Lebanon United Arab Emirates

Canada Nigeria

United Kingdom Ghana Brazil

Singapore Hong Kong

India Pakistan Vietnam Taiwan

South Korea China

Frequency of SAT Score Sends per student Average # of SAT Score Sends per student, by country (top 15 countries)

More than International

Average

Less than International

Average

RelaFve to students in other countries, Chinese students send almost twice as many SAT scores than the average internaFonal student

Int’l Average 6.54

SOURCE: SAT SCORE SENDS IN 2013 FROM STUDENTS IN PERSAN GULF REGION

0 200 400 600 800 1,000 1,200 1,400 1,600 1,800

Northeastern University Harvard College

Georgia InsWtute of Technology Weill Cornell Medical College in Qatar Carnegie Mellon University in Qatar

MassachuseOs InsWtute of Technology Texas A&M University at Qatar American University of Sharjah

University of California: Los Angeles Aramco Services Company

Aramco Saudi Penn State University Park

University of Toronto Stanford University New York University

American University of Beirut University of Michigan

Boston University University of California: Berkeley

NaWonal InsWtute of Technology Karnataka

United Arab Emirates Saudi Arabia Qatar Rest

SAT Score Receipts from students from The Persian Gulf Top 20 institutions receiving scores from students located in The Persian Gulf

InternaFonal students consider opFons within the U.S. and among local insFtuFons

SOURCE: COLLEBOARD.ORG | VISITS FROM CHINA SOURCE: COLLEBOARD.ORG | VISITS FROM CHINA

2.1 Million visits to CollegeBoard.org in 2013 from China

111,941

20,490

25,001

27,298

30,083

30,745

31,216

34,409

56,191

57,432

59,308

68,178

80,660

140,935

221,740

283,487

405,350

459,170

Rest Anhui

Chongqing Hebei Hunan Henan Fujian

Shaanxi Hubei Tianjin Sichuan Liaoning

Shandong Zhejiang Jiangsu

Guangdong Shanghai Beijing

Visits by province in 2013

Baidu 45%

Google 43%

Google 90%

12% 10%

China United States

Other Google Baidu

How are Chinese students accessing CollegeBoard.org? 50% of traffic from China and the United States comes from Organic Search

Of those that access the site through organic search, here is how they get there:

University of Illinois

Urbana Champaign

Stanford University

Harvard College

Cornell University

University of California -‐ Berkeley

New York University

University of California – Los Angeles

Massachusetts Institute of Technology

Princeton University

California Institute of Technology

Yale University

University of Michigan

Boston University

University of Pennsylvania

INDIA CHINA

Search pa]erns

SOURCE: Number of visits to bigfuture.org by IP address | India and China | 2013

Top 10 most visited profiles on BigFuture in 2013

Twitter Weibo Twice as many users as Twitter

Facebook Renren 150M users

YouTube

Youku 2nd largest video site in the world

Chinese Version

Chinese social media

Twitter Weibo Twice as many users as Twitter

Facebook Renren 150M users

YouTube

Youku 2nd largest video site in the world

Chinese Version

WeChat Quickly overtaking apps like Weibo

Chinese social media

Chinese students taking the SAT prefer Business-‐related majors at this stage of their applicaFon process

Province 1st 2nd 3rd 4th 5th Anhui Business Mngmnt & MkWng Biological and Biomedical Sciences Electrical and Electronics Eng Finance Engineering

Beijing Business Mngmnt & MkWng Biological and Biomedical Sciences Finance UNDECIDED Psychology

Chongqing Business Mngmnt & MkWng UNDECIDED Biological and Biomedical Sciences Engineering AccounWng and Related Services

Fujian Business Mngmnt & MkWng Biological and Biomedical Sciences InternaWonal Business EducaWon Finance

Gansu Business Mngmnt & MkWng Business Admin & Mngmnt Biological and Biomedical Sciences Physical Sciences Astrophysics

Guangdong Business Mngmnt & MkWng Finance Biological and Biomedical Sciences Psychology Business/managerial economics

Guangxi Business Mngmnt & MkWng Business Admin & Mngmnt Architecture and Related Services Landscape Architecture Finance

Hebei Business Mngmnt & MkWng Engineering Psychology Biological and Biomedical Sciences Finance

Heilongjiang Business Mngmnt & MkWng Business Admin & Mngmnt Finance Business/managerial economics Computer & Info Sciences

Henan Business Mngmnt & MkWng Finance Biological and Biomedical Sciences Engineering Business Admin & Mngmnt

Hubei Business Mngmnt & MkWng Finance AccounWng and Related Services Engineering Psychology

Hunan Business Mngmnt & MkWng Biological and Biomedical Sciences Business Admin & Mngmnt Physical Sciences Computer Science

Jiangsu Business Mngmnt & MkWng Finance Engineering Biological and Biomedical Sciences Business Admin & Mngmnt

Jiangxi Business Mngmnt & MkWng Finance Computer & Info Sciences Physical Sciences Business/managerial economics

Jilin Business Mngmnt & MkWng Biological and Biomedical Sciences Finance Engineering OTHER

Liaoning Business Mngmnt & MkWng Biological and Biomedical Sciences Business Admin & Mngmnt Finance Computer & Info Sciences

Shaanxi Business Mngmnt & MkWng Finance Engineering Technologies Mechanical Engineering Computer & Info Sciences

Shandong Business Mngmnt & MkWng Finance Engineering UNDECIDED AccounWng and Related Services

Shanghai Business Mngmnt & MkWng Finance Biological and Biomedical Sciences Psychology Engineering

Shanxi Business Mngmnt & MkWng Finance Business/managerial economics Legal Professions and Studies Biological and Biomedical Sciences

Sichuan Business Mngmnt & MkWng Finance Physical Sciences UNDECIDED Computer & Info Sciences

Tianjin Business Mngmnt & MkWng Biological and Biomedical Sciences AccounWng and Related Services Finance Physical Sciences

Yunnan Business Mngmnt & MkWng Finance Biological and Biomedical Sciences UNDECIDED Architecture

Zhejiang Business Mngmnt & MkWng Finance Biological and Biomedical Sciences MathemaWcs and StaWsWcs Psychology

When signing up for the SAT, students indicate which major they would prefer to study

Source: 2013 SAT admins in China

SOURCE: COLLEBOARD.ORG | VISITS TO MAJOR CATEGORIES 2013

However, online we find students from China more frequently visiFng STEM majors

29%

35%

30%

29%

26%

20%

18%

22%

18%

27%

19%

20%

18%

20%

21%

0% 20% 40% 60% 80% 100%

Zhejiang

Jiangsu

Guangdong

Beijing

Shanghai Science Math Technology

Business

Social Sciences

Arts/Entertainment/Sports

Interdisciplinary Studies

Health & Medicine

Public & Social Services

Trades & Personal Services

Visits to major category on CollegeBoard.org, by province 2013: Example of 5 provinces

(with excepWon to Shanghai)

UFlizing Student Search Services

•  27 of the 31 institutions in attendance have an account on the College Board Search site

–  Student Search Service –  Enrollment Planning Service –  Segment Analysis Service


+  SUSPECT

+  PROSPECT

+  ADMIT

Consider the importance of evaluaFng applicants across various standards

CriWcal Reading, MathemaWcs and WriWng Score Band

East Asia & The Pacific Americas

Europe & Eurasia

South & Central Asia

Middle East & North Africa

Sub-‐Saharan Africa

2250-‐2400 6% 2% 2% 3% 0% 0%

2100-‐2240 14% 5% 6% 9% 1% 2%

1950-‐2090 19% 8% 12% 15% 3% 7%

1800-‐1940 19% 12% 17% 18% 6% 14%

1650-‐1790 15% 15% 18% 18% 10% 18%

1500-‐1640 11% 18% 17% 16% 14% 20%

1350-‐1490 8% 17% 13% 10% 16% 18%

1200-‐1340 5% 13% 9% 6% 15% 13%

1050-‐1190 2% 7% 4% 3% 11% 6%

900-‐1040 1% 2% 2% 2% 11% 2%

750-‐890 0% 1% 0% 0% 10% 1%

600-‐740 0% 0% 0% 0% 1% 0%

Source: College Board analysis; SAT scores by region | administraWon volumes 2012-‐2013

Financing higher educaFon in the U.S.

64% of internaWonal students (81% of undergraduates) rely primarily on personal and family funds to pay for their studies.

Personal & Family Funds

64%

U.S. College or University

21%

Current Employment

5%

Foreign Gov't/ Univ. 7%

Other Foreign Source 2%

Other U.S. 1%

$582 $724

$826 $923 $938

2008-‐09 2009-‐10 2010-‐11 2011-‐12 2012-‐13

Financial Aid awarded to internaFonal undergraduate students

•  28% Public Institutions –  Awarded $162M –  $704K/institution

•  70% Private Institutions –  Awarded $747M –  $1.4M/institution

614 680 733 796 809

2008-‐09 2009-‐10 2010-‐11 2011-‐12 2012-‐13

Total Awarded to Int’l Students In millions of dollars

US Institutions awarding financial aid to int’l undergraduates

Source: College Board Annual Survey of Colleges

In 2013, of the 809 insWtuWons that reported giving financial aid to internaWonal undergraduates:

InsFtuFons in the audience awarding financial aid to internaFonal undergraduate students in 2013

Financial aid awarded –  Of the institutions in the audience, here is the breakdown of financial aid

•  19 of the 31 institutions reported as giving financial aid to international undergraduate students

•  Among the 19 institutions, $40M awarded in 2013 to 2,465 int’l students

–  Of the 19 institutions, 9 are private, giving $30 million –  Of the 19 institutions, 10 are public, giving $10 million

Using Open Doors® for InsFtuFonal Planning

•  Over 60 years of annual data •  Campuses eligible to host internaWonal students •  Data on students from over 200 countries

The Open Doors project is carried out with support from the Bureau of EducaWonal and Cultural Affairs, U.S. Department of State.

Three Key Uses of Open Doors Data

Context • Origins

• DesWnaWons • Academic

Choices

Bench-‐marking

Campus Advocacy

ConnecFng Open Doors to Other Sources of Data on Campus

•  Your insWtuWon’s CRM system

•  Leveraging exisWng networks •  Individual student behavior

and “micro-‐targeWng” •  Tracking students •  Social media as data

Data Resources

APPENDIX

56,976

74,516

93,789

14,004 13,059 12,740

2011 2012 2013

37,102

52,154

61,044

15,168 18,496

20,702

2011 2012 2013

1.7 M

2 M 2.1 M

1.4 M

1.6 M 1.8 M

2011 2012 2013

Annual visits to Collegeboard.org

SAT registrations by country

Undergraduates studying in the US

SOURCE: COLLEGE BOARD INTERNAL ANALYSIS SOURCE: COLLEGE BOARD INTERNAL ANALYSIS SOURCE: IIE | OPEN DOORS 2013

Analyzing students from China and India at different points along the international recruitment pipeline

Note: 3 graphs on different scales India China

SOURCE: AP EXAMS IN CHINA BASED ON TYPE OF SCHOOL | 2008-‐2013 | 2014 PROJECTIONS

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

2008 2009 2010 2011 2012 2013 2014 (projected)

Self-Study Students

National Schools

International Schools

AP Volumes in China TOTAL CHINA ~38,500

Self-Study 42% of total

National 45% of total

International 12% of total

AP exam volumes have grown due to an increasing interest in North American higher education

Identifying and Analyzing your Institution's Marketing Opportunity - Intead NYC Global Marketing...

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