Julio Ronchetti President, FPP Edumedia

Benjamin Waxman Chief Executive Officer, Intead

Ken Janjigian, M.Ed. Director English Language and Training Academy (ELTA), American University

Michelangelo Balicco Manager International Relations, Università Cattolica del Sacro Cuore

Know Your Neighborhood International Recruiting Fueled by Regional Insights

Welcome to this presentation:

Know Your Neighborhood

Julio Ronchetti

“An investment in knowledge always pays the best interest.”

Benjamin Franklin

What’s the best time

to send an email to Brazilian students?

Whose idea is it for a

Vietnamese to study abroad?

Whom are Spanish students most likely to trust for

recommendations about where to study abroad?

and the Emirati?

What are the main reasons for a

Colombian student to study

abroad?

What are the most

important goals in the next seven years of an Indonesian student?

What time of day are Mexican students most

likely to explore their social media accounts

and read posts?

What does a Peruvian student

most care about achieving?

And Thai students?

What are the first three

things Asian students look for when they are

evaluating a university? And Latin American

students?

807,719 Students 35,390 Responded

2.5 Days

Brazil Chile

Colombia Ecuador Mexico

Peru Venezuela Indonesia Vietnam Malaysia Thailand

Philippines Italy Spain

Students from 94 countries answered the 22 question survey

22 Questions

70%

Arthur Ashe Stadium 22,547 people capacity New York - USA

Who is competition for your school in the 21st Century?

Do you Recruit international students to your programs?

or Do you Sell your programs to

International Students ?

Know Your Neighborhood:  Know Your Neighborhood:

What? and Why?

807,719 Students 35,390 Responded

2.5 Days

Brazil Chile

Colombia Ecuador Mexico

Peru Venezuela Indonesia Vietnam Malaysia Thailand

Philippines Italy Spain Gulf

Students from 94 countries answered the 22 question survey

22 Questions

70%

Respondents

First Dreamed of Study Abroad

International Travel Influences Decision to Study Abroad

Whose Idea to Study Abroad?

Whom Do You Trust?

Whom Do You Trust?

Whom Do You Trust?

Reasons to Study Abroad

Reasons to Study Abroad

Reasons to Study Abroad

Reasons to Study Abroad

Goals in Next 7 Years

Goals in Next 7 Years

Goals in Next 7 Years

Goals in Next 7 Years

What Do You Evaluate When Choosing…

Email Marketing

Explore Social Media

Select Comparison

Get  a  good  educa+on  

Pursue  my  specific  academic  interests  

Achieve  important  things  

Why  study  abroad?  (Top  3)  

Select Comparison

Advanced  degree  in  my  field  

Speak  English  fluently  

Get  a  sa+sfying  job  

Goals  (Top  3)  

Select Comparison

Whom  do  you  trust?  (Top  3)  

University  admissions  rep  

Someone  in  my  profession  of  interest  

Professor  in  my    academic  field  

Student  at  university    in  my  target  country  

Know Your Neighborhood: International Recruiting Fueled

by Regional Insights

Ken Janjigian, M.Ed. Director English Language and Training Academy (ELTA)

American University

§  International Gateway Program – IGP (2012) §  Conditional admission bridge program for undergrads and

study abroad students; split into two levels in 2014

§  Graduate IGP (2013) §  Conditional admission bridge program for grad students

§  Part-time English Language Program – ELP (2013) §  Evening courses (TOEFL Prep and Business Communication)

for local non-native speakers

§  Intensive ELP (2015) §  Full-time IEP offering visa support

English Language and Training Academy (ELTA) at American University

International Recruiting for ELTA

IGP – Undergraduate §  Students are admitted via undergrad admissions, Washington Semester

Program, and Abroad at AU.

§  F-1 vs J-1 Recruiting

§  Differences between China and Japan within Undergrad IGP

§  Splitting IGP into levels I and II – demographic changes! §  Lack of scholarships, but discounts

IELP §  Admission is directly through our school – School of Professional &

Extended Studies (SPExS)

§  Launching this fall

§  Challenges – budget, where to recruit, diversity beyond China and Saudi Arabia

IGP (Undergraduate) Enrollment by Student Cohort

Program Growth

IGP Student Demographics

IGP (Undergraduate) Students by Region, Fall 2013—Fall 2015

IGP Student Demographics

IGP (Graduate) Students by Region, Summer 2013—Summer 2015

IELP RECRUITMENT International Recruiting for ELTA

Various Methods §  Student fairs – EDUEXPO, EDUSA

§  Social Media § Websites – paid and unpaid (IIE, APPLYESL, Study in the USA,

ESLGOLD, Google ads)

§  Email Blasts §  Former students

§  SACM

Know Your Neighborhood: International Recruiting Fueled

by Regional Insights

Michelangelo Balicco Università Cattolica del Sacro Cuore

Head of International Marketing Office

External Organized Effort

  International Education data

Internationalization data of your local companies

  Local tourism board data

  The immigration trend in your region/country

Internal Organized Effort

  Analysis of the student enrollment data

  International Agreements data

  International admission data/records

  Google Analytics data

Russia, Turkey, Brazil, Romania, Ecuador, Philippines, France…

How do you get to know your neighborhood? Through MARKETING RESEARCH!

It’s an organized effort of gathering, analyzing and interpreting raw data and in this specific scenario

today… to identify target markets!

Marketing Research

Mr. Balicco, we need more students with

strong math and accounting backgrounds!

We want Indian students!

India??? We are a Catholic

university, we have never been there and it’s a very

competitive market…

Exploring a “New” Neighborhood

STRENGTHS

  Largest Catholic University in Europe   A truly international staff team   Commitment to customer support   Well known Alumni/graduates   Dedicated Recruitment budget   Up-to-date process for International students   Strong reputation in Italy

WEAKNESSES

  Language barriers

  3rd most expensive university in Italy

  No comprehensive internationalization strategy

  Small recruitment and marketing team

  Not in the top 100 world rankings

  No alumni strategy in place

OPPORTUNITIES

  Business degrees taught in English   Accessible visa procedures   Strong partnership with national and international companies   Outdoor Campus lifestyle   Located in globally renowned locations (e.g. Milan host of Expo 2015, Rome the Eternal city) U

CSC

in

In

dia

U

CSC

In

sigh

ts

Approaching a “New” Neighborhood? Start with a tailored SWOT analysis!

THREATS

  India is one of the most saturated markets and we are newcomers!

  80 % Hindus – 13% Muslims – 2% Christians

  Italy’s unstable economic conditions

  Political issues between Italy and India (South of India)

Goal: Find relevant data to understand the Indian

market and make the right decisions in short time!

IN HOUSE TOOL: SURVEY Facebook campaign

Landing page on the website

  Academic reputation   Strong Career Service   Support services for Indian students   Leisure activities

The Italian Higher Education System: Help us to better present our scholarship policy and our English-taught degree programs in India!

Indicate 5 countries where you would like to study in Europe, except for the UK:

  Germany   Denmark   Norway

Which type of information would you like to receive from an Italian university? (click all that apply)

  Language of instruction   Prices & Scholarship opportunities   Programs offered   Visa procedures   Tutorship

Which features would you like to see most in Italian universities?

+

“Macro-Marketing Profiling Tools

Avoid main cities… too much competition from the big players

Research geographic origins of the Indian community in Italy

Concentration of Catholic Comunity in India

Focus on English-taught progams

Dedicated immigration support

Avoid Indian tech hubs

Promote in areas where Italy excels in exporting goods

Problems identified

Low rankings

Worried to fit socially

Safety

Language Barrier

Visa procedure

No engineering degrees in English

Unstable economic situation

Possible solutions

“Macro-Marketing Profiling Outcomes

Study Abroad

Low percentage of students compared to other parts of India;

  Students (not parents) are the decision makers

Expectations

Fit socially both inside and outside the University

Having a personalized support system available

  Personal enrichment

Study Abroad

  Strong UK focus Parents have larger weight in the decision making process

Expectations

Having a personalized support system available

  Scholarship opportunities and strong connections between university and businesses

  To have available experience of previous/current Punjabis in the territory

Insider information available from local PR companies or a local representative

PUNJAB

Information provided by: Times of India

(Times education supplement)

Information provided by: Hinduistan Times

(Horizon education supplement )

“Macro-Marketing Profiling from National to Local

“Macro-Marketing Profiling from National to Local

PUNJAB

Investments Results € 7.000 PR Times of India € 5.000 PR Hinduistan Times € 1.800 Travel expenses € 1.000 Facebook campaign Total expenses = € 14.800

3 students from Goa Total 1st year tuition fees: € 36.000 5 students from Punjab Total 1st year tuition fees: € 50.000 Total fees from India: € 86.000

“Macro-Marketing Profiling Outcomes

Tips to Take Away

Data informs your marketing decisions Without data driving your decisions your investment is...