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Re-Defining the Enrollment Funnel (NAFSA Bi-Regional in San Juan, Oct '12)

The traditional enrollment funnel has crumbled beyond recognition, as an increasing number of prospective students do not identify themselves as a prospect prior to applying for admission. The new model for marketing blends several aspects of "operations" such as academic credential evaluation and funds verification. When all things (like academic program, tuition, location…) are more or less equal, humans (and especially international students) will choose the path of least resistance. In an intensely competitive marketplace, the host campus (in the U.S. or elsewhere) with the simplest admissions process may very well prevail.
Published on: Mar 3, 2016
Published in: Education      Travel      Business      
Source: www.slideshare.net


Transcripts - Re-Defining the Enrollment Funnel (NAFSA Bi-Regional in San Juan, Oct '12)

  • 1. Re-Defining the Enrollment Funnel cheryl@FundsV.com RE-DEFINING THE ENROLLMENT FUNNEL NAFSA Bi-Regional Conference 16 October 2012 in San Juan, Puerto Rico * Cheryl DarrupBoychuck, USjournal and FundsV * Pamela Barrett, i-graduate and Barton Carlyle * Dickie Hargrave, University of North Texas * Parvin Bagherpour, Houston Community College * Sharon Butler, peerTransfer Potentials Aware Source Interested Contacts Traditional Prospects Qualify Funnel Applicants Court Admits Convert Matrics CloseNAFSA Bi-Regional Conference, 16 Oct 2012 1
  • 2. Re-Defining the Enrollment Funnel cheryl@FundsV.com Potentials A Aware Source Interested Contacts Redefined B Prospects Qualify Funnel Applicants Court Admits Convert Matrics Close Keep it simple! Potentials Aware A A. Student-to-student testimonials via YouTube, Interested webinars and country-based web pages Contacts B. Rapid conversion to applicant: skipping past contact B cards to go straight to pre-application Prospects C. Increasing yield by simplifying application process and avoiding misunderstanding by assisted application Applicants (application clinics etc.) D. Pre-arrival communication driven by Welcome Center and Student Ambassadors (in their language and just- in-time information when they need it eg. housing, insurance, meningitis) Admits E. Enrollment assistance for sponsored students to make their course selection a simple and sure process. ESL / conditional admission information session and counseling for a smooth transition to a UNT degree program. MatricsNAFSA Bi-Regional Conference, 16 Oct 2012 2
  • 3. Re-Defining the Enrollment Funnel cheryl@FundsV.com Potentials A Aware Interested Source Contacts B Qualify Dictated by Prospects the student Applicants Court Admits Convert Matrics Close Insight from the ISB on International Enrollment ManagementNAFSA Bi-Regional Conference, 16 Oct 2012 3
  • 4. Re-Defining the Enrollment Funnel cheryl@FundsV.com What is the International Student Barometer? The International Student Barometer (ISB) is the largest annual study of international students in the world, with feedback from over 170,000 respondents each year, now more than 1.4 million responses since 2005 The ISB has run at more than 700 institutions in 24 countries Price versus Value, 2012 Tracks decision-making, expectations, perceptions and experiences of currently enrolled international students at participating institutions Institution-specific results compared against comparator groups, national and international benchmarks Reporting confidential and customised to each institution, public data is aggregated 7 Copyright © IGI Services 2009 Participants Global ISB 2011 Australia Malaysia Canada Netherlands Estonia New Zealand Finland Singapore Germany South Africa Price versus Value, 2012 Hong Kong Sweden Ireland UK Italy USA 209,422 international students responded to the 2011 survey from 238 institutions in 16 countries 8NAFSA Bi-Regional Conference, 16 Oct 2012 4
  • 5. Re-Defining the Enrollment Funnel cheryl@FundsV.com USA Participants ISB 2011 Indiana University Bloomington Indiana University-Purdue University Indianapolis University of Cincinnati Kent State University SUNY: Stony Brook, FIT, Albany, New Paltz, Oswego, Plattsburgh Arizona State University Colorado State University Michigan State University Price versus Value, 2012 Western Michigan University De Paul University Iowa State University University of Pittsburgh George Washington University Drexel University Northeastern University 9 Long Island University (Response 19,035 ) Copyright © IGI Services 2009 Dimensions of the ISB questionnaire Pre-arrival Experience Other: Price versus Value, 2012 Destination Arrival Learning Choice Living Agents Application Support Funding sources process Social Media BREAKDOWNS BY: Age Gender 10 Nationality Level of study Subject/major Location Copyright © IGI Services 2009NAFSA Bi-Regional Conference, 16 Oct 2012 5
  • 6. Re-Defining the Enrollment Funnel cheryl@FundsV.com Value of insight in enrollment management Recruitment drivers: Students’ perceptions of destination Decision making factors Drivers of recommendation Retention drivers: Student Satisfaction Copyright © IGI Services 2012 What factors are important in study destination choice? USA Teaching quality Qualification reputation Institution reputation Reputation of education system Personal safety Price versus Value, 2012 Department reputation Importance Research quality of the Earning potential academic program Cost of living Cost of study Ranking position USA ISB University (5,277) Scholarship/Bursary 0% 20% 40% 60% 80% 100% Sample: International students, USA vs Global Question: How important were the following factors when deciding where to study? (% important) Wave: ISB Fall 2011 Copyright © IGI Services 2009NAFSA Bi-Regional Conference, 16 Oct 2012 6
  • 7. Re-Defining the Enrollment Funnel cheryl@FundsV.com What factors are important in study destination choice? Teaching quality Qualification reputation Institution reputation Reputation of education system Personal safety USA ISB (5,277) Department reputation Price versus Value, 2012 Research quality Expectations Earning potential around Cost of living financial Cost of study support Ranking position University Scholarship/Bursary 0% 20% 40% 60% 80% 100% Sample: International students, USA vs Global Question: How important were the following factors when deciding where to study? (% important) Copyright © IGI Services 2009 Wave: ISB Fall 2011 What factors/channels help students choose study destinations? USA Friends Parents League tables Institution website Current students Varies Teacher/tutor according to Online Directory/Guide to US H.E. Other family members market/country Alumni Agent Social Networking site (e.g. Orkut,… Careers advisor Prospectus Staff at a presentation USA ISB (5,286) Staff at fair Press article Sponsor Home government advisor Other advising service EducationUSA Adv. Cntr. Campus open day Employer Print directory Press advert Virtual open day Television/radio 0% 20% 40% 60% Sample: International students, USA vs Global Question: Which of the following factors helped you to choose your institution? (% helped) Wave: ISB Fall 2011NAFSA Bi-Regional Conference, 16 Oct 2012 7
  • 8. Re-Defining the Enrollment Funnel cheryl@FundsV.com Top influencers over destination choice? Students from China in USA Chinese students in USA: Parents relatively more influential than for Chinese students globally Friends Parents Institution website Global ISB (15,604) USA ISB (2,414) Agent Current students 0% 10% 20% 30% 40% 50% 60% Sample: Chinese students, USA ISB vs Global ISB Question: Which of the following factors helped you to choose your institution? (% helped) Wave: ISB Fall 2011 Top influencers over destination choice? Students from India in USA Indian students in USA: Friends and current students relatively more influential than Indian students globally Friends Institution website Parents Global ISB (4,959) USA ISB (864) Agent Current students 0% 10% 20% 30% 40% 50% 60% Sample: Indian students, USA ISB vs Global ISB Question: Which of the following factors helped you to choose your institution? (% helped) Wave: ISB Fall 2011NAFSA Bi-Regional Conference, 16 Oct 2012 8
  • 9. Re-Defining the Enrollment Funnel cheryl@FundsV.com Influencers over destination choice? Role of Social networks Facebook YouTube Global ISB (49442) Twitter -20% 0% 20% 40% 60% Sample: International students, Global ISB vs USA ISB Question: Are you aware of this universitys presence on any of the following social networking sites? (% aware) Wave: ISB Fall 2011 Influencers over destination choice? Role of Social networks USA ISB (3392) Enabling me to communicate with other… Helping me to find local information Helping me to find out about course information Helping me to decide to study at this institution USA ISB (3392) Helping me with my arrival Enabling me to communicate with academic staff Helping me with my application Helping me to find accommodation 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Sample: International students, Global ISB vs USA ISB Question: How helpful were the universitys social networking sites in...? (% helpful) Wave: ISB Fall 2011NAFSA Bi-Regional Conference, 16 Oct 2012 9
  • 10. Re-Defining the Enrollment Funnel cheryl@FundsV.com Satisfaction = retention How does the USA Compare? ISB indicates that international students in the USA are: More satisfied with the learning experience Particularly in those areas where students are engaged with the process and structures of their programs Less satisfied with the arrival dimension overall US institutions could do more in: Safety perceptions Integration, particularly at arrival Copyright © IGI Services 2009 Student satisfaction: A global perspective Country 1 Country 2 Country 3 USA Country 4 Country 5 Arrival Overall 87% 88% 86% 85% 81% 87% Learning Overall 83% 86% 84% 88% 85% 87% Living Overall 86% 87% 86% 86% 83% 88% Support Overall 87% 90% 86% 90% 83% 90% Overall Satisfaction 86% 89% 86% 88% 86% 90% Recommendation 75% 79% 79% 81% 82% 84% Sample: International students, Global ISB by destination country Question: Overall measures (% satisfied / % would recommend) Wave: ISB Fall 2011 Copyright © IGI Services 2012NAFSA Bi-Regional Conference, 16 Oct 2012 10
  • 11. Re-Defining the Enrollment Funnel cheryl@FundsV.com Perceptions of value: Drivers of recommendation (USA) Undergraduate Masters Doctoral Employability (0.27) Employability (0.38) Good teachers (0.34) Course content (0.26) Careers advice (0.38) Work experience (0.34) Quality lectures (0.26) Course content (0.38) Careers advice (0.33) Careers advice (0.25) Work experience (0.37) Employability (0.33) Good teachers (0.25) Quality lectures (0.37) Course content (0.33) Work experience (0.24) Research (0.35) Research (0.32) Sample: International students, USA ISB Learning elements by level of study Question: ISB learning elements sorted by strength of relationship to student recommendation (r-value) Copyright © IGI Services 2012 Wave: ISB Fall 2011 Recommendations from ISB findings Improving student satisfaction (and retention) will depend on improving understanding of:  The factors in student decision-making  Important channels in decision making (influencers)  Elements of the student experience that students most value  Managing expectations by communicating effectively, particularly : • Outcomes of the education program • Cost and funding issues For more info: pamela.barrett@i-graduate.org Website: www.i-graduate.org/northamerica Copyright © IGI Services 2012NAFSA Bi-Regional Conference, 16 Oct 2012 11
  • 12. Re-Defining the Enrollment Funnel cheryl@FundsV.com Potentials A Aware Anonymous Interested Source Contacts B Qualify Prospects R.O.I. Applicants Court = Convert Difficult Admits to track Matrics Close Why the rise in anonymity? • Personal Identity Management • Trends in Transparency • Decision Simplicity • Advertising-as-Interruption is deadNAFSA Bi-Regional Conference, 16 Oct 2012 12
  • 13. Re-Defining the Enrollment Funnel cheryl@FundsV.com http://www.forrester.com/Personal+Identity+Management/fulltext/-/E-RES60322NAFSA Bi-Regional Conference, 16 Oct 2012 13
  • 14. Re-Defining the Enrollment Funnel cheryl@FundsV.comNAFSA Bi-Regional Conference, 16 Oct 2012 14
  • 15. Re-Defining the Enrollment Funnel cheryl@FundsV.com MyUniversity.gov.au Process > Promotion Price versus Value, 2012NAFSA Bi-Regional Conference, 16 Oct 2012 15
  • 16. Re-Defining the Enrollment Funnel cheryl@FundsV.comNAFSA Bi-Regional Conference, 16 Oct 2012 16
  • 17. Re-Defining the Enrollment Funnel cheryl@FundsV.com Campus Case Study Dr. Parvin Bagherpour Houston Community College International Student Services PDSO and Associate Vice Chancellor for Intentional Student Services & Study Abroad  Houston Community College is one of the largest institutions of higher education in the country with more than 70,000 students each semester, including 6,250 international students from 147 countries. HCC has more international students than any other community college in the country. Why they come…  Open Door Institution  Variety of Education  Transfer Plan  Accessibility  RetentionNAFSA Bi-Regional Conference, 16 Oct 2012 17
  • 18. Re-Defining the Enrollment Funnel cheryl@FundsV.com Effective Marketing Strategies  Student Services – student satisfaction  Networking with local colleges and universities  Website  Personalized Communication  International Outreach Morphing Marketing, Operations http://www.insidehighered.com/news/2012/07/26/ evaluation-foreign-students-credentials-may-be-getting-short-shriftNAFSA Bi-Regional Conference, 16 Oct 2012 18
  • 19. Re-Defining the Enrollment Funnel cheryl@FundsV.com FundsV empowers consumers  Secure bank account balance verifications  Consumers point their data to authorized host  Robust alternative to paper bank statements  Minimizes opportunity to manipulate documents  Host retains full authority in how to use the data  What’s Next?  Encourage host governments to recognize data feed  Advance global standards, via new SWIFT message  Tap into group-gifting and crowd-funding sources  Integrate data transfer with actual transfer of fundsNAFSA Bi-Regional Conference, 16 Oct 2012 19
  • 20. Re-Defining the Enrollment Funnel cheryl@FundsV.comNAFSA Bi-Regional Conference, 16 Oct 2012 20
  • 21. Re-Defining the Enrollment Funnel cheryl@FundsV.com Lifetime Engagement Management RE-DEFINING THE ENROLLMENT FUNNEL NAFSA Bi-Regional Conference 16 October 2012 in San Juan, Puerto Rico * Cheryl DarrupBoychuck, cheryl@USjournal.com * Pamela Barrett, pamela@bartoncarlyle.com * Dickie Hargrave, Dickie.Hargrave@unt.edu * Parvin Bagherpour, pr.bagherpour@hccs.edu * Sharon Butler, sharon@peertransfer.comNAFSA Bi-Regional Conference, 16 Oct 2012 21