NAFSA: Association of International Educators is the world's largest nonprofit association dedicated to international education and exchange, working

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Bertina Doris McBride
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working to advance policies and practices that ensure a more

1 NAFSA: Association of International Educators is the world's largest nonprofit association dedicated to international education and exchange, working to advance policies and practices that ensure a more interconnected, peaceful world today and for generations to come. Learn more at

2 Optimizing Return-On-Investment (ROI) by utilizing U.S. Department of Commerce Resources Thursday, May 11 2:00PM (ET)

3 Presenters Salma Benhaida Kent State University Cheryl DarrupBoychuck INTCAS: INTelligent Communities Around Students Amy Freedman U.S. Department of Commerce George Kacenga, PhD University of Colorado- Denver

4 Overview Defining ROI Understanding the importance of ROI Promoting U.S. Education overseas using U.S. Department of Commerce Resources Kent State University University of Colorado, Denver Q&A

9 ROIie.com

12 Collaborative Efforts with a Graduate Academic Department Graduate Program Inquiries Applications % Inquiries to Application % Application Admits to Admits Yields (Registered) % Admit to Registered % Inquiry to Enrolled Previous Year % 67 39% 32 48% 6%

13 Collaborative Efforts with a Graduate Academic Department Graduate Program Inquiries Applications % Inquiries to Application % Application Admits to Admits Yields (Registered) % Admit to Registered % Inquiry to Enrolled Previous Year % 67 39% 32 48% 6% Webinars by Faculty for Prospects and Chat Sessions for Admitted Students by Department Chairs % % % 30%

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16 linasukardi.blogspot.com

18 INTelligent Communities Around Students METRO MAP Enrollment Exploration Application Offer Payments Pre-Departure Briefing Inquiries Consideration Due Immigration Diligence Graduate Alumni

19 Promoting U.S. Education Overseas: Government Resources for U.S. Schools

20 U.S. Commercial Service Network: 140 offices in 70 countries Most in embassies and consulates Education Specialists 100 locations across U.S. Cover each U.S. state Mission: Promote the exports of U.S. goods and services Work with federal agencies, associations, consortia, partners U.S. Commercial Service Domestic Field Offices International Field Offices Primary Education Sector Clients: Intensive English Programs, private high schools and boarding schools, academies, community colleges, 4-year colleges and universities, graduate programs

21 EducationUSA and U.S. Commercial Service Collaboration What is EducationUSA: A U.S. Department of State supported network of hundreds of advising centers worldwide (400+ in 170 countries) Over 500+ advisers who work in U.S. embassies and consulates, American Corners, Fulbright commissions, NGO s, universities, etc. Staff at the U.S. Department of State and the Institute of International Education (IIE). o State Department Team o IIE Team Work in conjunction with the Department of Homeland Security, The White House, U.S. Commercial Service, Department of Education, other State Department Offices such as Consular Affairs, etc. on international student recruitment to the United States.

22 EducationUSA and U.S. Commercial Service Collaboration EducationUSA & U.S. Commerce: Different Missions, Overlapping Goals Commerce s International Trade Administration actively promotes U.S. education as an export throughout its network of domestic and international offices (Commerce) EducationUSA, supported by the U.S. Department of State, has the mission of promoting mutual understanding between the United States and other countries through student mobility (Public Diplomacy) U.S. institutions constituents: EducationUSA and Commerce are working together to serve you the best!

23 Sector Overview Economic Impact in 2015/16 Academic Year: New international student enrollment students enrolling for the 1 st time at a U.S. institution increased 7.1% More than 1,043,839 international students in U.S. in 2015/2016 Large increase in students from India, Vietnam, and Nigeria Top state destinations: California, New York, Texas Top places of origin: China, India, S. Korea, Saudi Arabia, and Canada (comprises over 50% of all international students) Benefits to travel industry, other service providers Source: Institute of International Education

24 U.S. Commercial Service Client Needs Market Intelligence: Education Industry Information ( Newsletter, Best Export Markets Report, Country Specific Market Research Reports, Webinars, Virtual Education and Recruitment Events, Trade Leads sign up for updates! Making Contacts: Virtual Education Fairs Customized Contact Lists Prescreened Face-to-Face Meetings w/ Potential Partners Single/Multi Organization Promotion Industry Trade Missions Outbound and Inbound Meeting Students: Organized Trade Missions Fairs (EducationUSA, IIE, ISN, Linden, Consortia, etc.)

26 U.S. Commercial Service Virtual Education Fairs 35+ virtual education fairs held Offered to individual schools or consortia 1 st School Presenter (10 min.) 2 nd School Presenter (10 min.) Partners CS Indonesia projector/screen WEBEX 3 rd School Presenter (10 min.) CS Moderator Distribute to Partners in Advance: School DVDs/Profiles/Other Materials U.S. Clients - Community Colleges, Intensive English Programs, 4-year Colleges and Universities, Private High Schools 5 th School Presenter (10 min.) 4 th School Presenter (10 min.)

27 Virtual Education Fair at the U.S. Embassy in Chile

28 Client Needs Making Contacts: Customized Contact List per specific criteria International Partner Search vetted list of candidates Gold Key Matchmaking Appointment Service in country Single School or Multi-Organization (Consortia) Promotion in country Outbound (Inbound) Education Mission

29 Upcoming Education Tours to Europe and Africa Goal: Connect U.S. educational institutions with potential institutional partners, agents, and prospective students Activities: Embassy briefings, student fairs, one-on-one appointments with potential partners and networking events Target: U.S. institutions of higher education, including undergraduate, graduate and community college programs. September 27- October 4, 2017 Stops: Porto and Lisbon, Portugal; Paris and Bordeaux, Lyon, or Rennes, France Costs: $3,100 for non-profit, $3,200 for for-profit Contact: September 25-29, 2017 Stops: Lagos and Abuja, Nigeria; Accra Ghana Costs: Nigeria- $2,000 for non-profit, $2,500 for for-profit; Ghana- $1,700 for non-profit, $2,200 for for-profit Contact: or

30 Mission Success! India VEF- Ashland University in Ohio participated in the VEF in Spring As a result, the university signed with multiple agents and had a student enroll as soon as the following semester. India and Nepal CTM- University of Findlay participated in the CTM and as a result gained market knowledge to counsel applicants in the visa process. Additionally, the school had multiple students from India and Nepal enroll, and signed agent agreements for representation in India, Bangladesh, and Sri Lanka. The combined tuition, room and board, and local spending for the 23 students from Nepal and India is approximately $1,000,000. Individual Services in China - Youngstown State University utilized the GKS in various cities in China. As a result, the university engaged with agents and saw Chinese student enrollment more than double from nine to twenty following the trip. That is approximately $275,000 increase in tuition fees.

31 Quick facts: Public Research University in Ohio #3 in terms of international student enrollment in OH Over 10% of student population is international 110 countries represented in student body

32 How do we utilize U.S. Commercial Service to increase our global footprint? Recruitment Partnership development Business intelligence In-country support

33 Recruitment Resources: Virtual tours Virtual sessions with potential agents/partners Webinars on emerging markets for recruitment - Many of which are free (Nigeria and Ghana, May9th) In-Country assistance with logistics and planning

34 Partnership development Recruiting agents: introductions and vetting Assistance with delegation visits and linkages with local companies, organizations, or institutions.

35 Business intelligence: Great initial step to get information about markets you may not yet be familiar with. Get to know your local U.S. Commercial Service representative and educational representative. Schedule meeting with the U.S. Commercial Service in-country representatives, typically located at U.S. embassies or consulates abroad. Meet with them at NAFSA Annual Conference. Market expertise and connections you can leverage to achieve your internationalization goals.

36 In-country support International field officers. On the ground, regional experts. Assistance with arranging meetings with potential partners and/ or agents Education tours Assistance with vetting of partners Assistance with university delegations/official visits

37 What worked for us? *Building relationships with state side and in-country U.S. Commercial Service representatives. *Webinars *Assistance with visits *Agent introductions What didn t? *With some agent webinars/introductions we already work with the participating agents (Not the case for us in all markets)

38 Return on Investment: Data collection: Importance of having good data Internal data and external data Beyond data collection: Leveraging your data/what story does your data tell? NAFSA International Student Economic Value Tool

Return on Investment at Kent State University: Started small: Utilized current resources: Excel spreadsheets, traditional ROI formula. Stretched the limits of our existing system.

39 Return on Investment at Kent State University: Started small: Utilized current resources: Excel spreadsheets, traditional ROI formula. Stretched the limits of our existing system. Very manual and time consuming process. Moving towards a more robust system of tracking ROI: CRM Less manual in the long run, but very time consuming to implement properly Easier reporting on data Flexibility and more freedom with collecting and reporting data Source code tracking- A lot of custom building by our IT team

40 Fast Facts: Public Research University in Colorado 2 Campus Locations and the ESL Academy Nearly 8% of student population is international 75+ countries represented in student body Active agreements in 50+ countries

42 Day to Day ROI - Good data collection is essential - Internal vs external data - Who enters data? - Is it checked? - Is a snapshot taken? - ROI vs IEM calendar - Reports by term - More data = Better model - Multi-year data is critical for partnerships - Differentiate time and money - According to markets and types - Partnerships - Sponsors

43 ROIie.com Case Study

54 NAFSA Resources 2017 NAFSA Annual Conference pre-conference workshops registration is still open! Admission and Placement of International Students Recruiting International Students Managing Student Recruitment Agents A Primer on U.S. Immigration Concepts Credential Workshops NAFSA Annual Conference session on ROI Measuring Return on Investment in International Recruitment: A Working Model Session at the 2017 NAFSA Annual Conference in L.A. Tuesday, May 30 2:30PM 3:30PM LACC, Room 403

Jessica Sandberg Managing a Successful International

55 NAFSA Resources IEM Publications: NAFSA s Guide to International Student Recruitment, Third Edition by Jessica Sandberg Managing a Successful International Admissions Office: NAFSA s Guide to International Admissions by David Di Maria

56 Questions? Amy Freedman International Trade Specialist US Commercial Service - Cleveland, Ohio US Department of Commerce Amy.Freedman@trade.gov Cheryl DarrupBoychuck Director of Institutional Relations INTCAS cdarrupboychuck@intcas.com Salma Benhaida Director of International Recruitment, Admissions and Sponsored Student Services Kent State University sbenhaid@kent.edu George Kacenga, PhD Director of International Enrollment Management University of Colorado Denver george.kacenga@ucdenver.edu

57 Thank you! Amy Freedman International Trade Specialist US Commercial Service - Cleveland, Ohio US Department of Commerce Amy.Freedman@trade.gov Cheryl DarrupBoychuck Director of Institutional Relations INTCAS cdarrupboychuck@intcas.com Salma Benhaida Director of International Recruitment, Admissions and Sponsored Student Services Kent State University sbenhaid@kent.edu George Kacenga, PhD Director of International Enrollment Management University of Colorado Denver george.kacenga@ucdenver.edu

HAAGA-HELIA University of Applied Sciences. Education, Research, Business Development

HAAGA-HELIA University of Applied Sciences Education, Research, Business Development Finnish Education System 24 Universities of Applied Sciences 15 Universities Professional Master Degrees 1 1,5 5 4 3