know your neighborhood
TRANSCRIPT
Benjamin WaxmanChief Executive Officer, Intead
Know Your NeighborhoodInternational Recruiting Fueled by Regional Insights
Julio RonchettiPresident, FPP EDU Media
Welcome to this presentation:
Know Your Neighborhood
Julio Ronchetti
Market Intelligence to Build Your Global Recruitment Strategy
Marketing Talent to Execute the Plan
Countries we will discuss today2017 Surveys
Digital Marketing Facts: Internet Ad Spending
now =
TV Ad Spending
Digital Marketing Facts: User Generated Content
is far more effective
Create a network of fans who
will post for you
The Value of Just 3 Things:
• Student mobility trends and decision influencers
• Targeted student recruitment messaging
• Different student recruitment representatives
By region and country
Learning Objectives
A very quick tour of our best
2015 research insights
Reasons to Study Abroad
Whom Do You Trust?
Whom Do You Trust?
Explore Social Media
“An investment in knowledge always pays the best interest.”
Benjamin Franklin
Our Latest Findings
Colombia
Brazil
Mexico
Peru
Chile
Ecuador
Spain
Vietnam
Argentina
India
Venezuela
Panama
Indonesia
Italy
Nigeria
57,471 Responses (3.38%) 65 Countries
2017 Survey Respondents – Post Election, Feb 2017
Morocco
Tunisia
Ghana
Algeria
Kenya
United Kingdom
South Africa
United Arab Emirates
Thailand
Philippines
Malaysia
Ireland
Costa Rica
Guatemala
Top 29 Countries:
1.7M E-mails
The Domino Chain Reaction
https://www.youtube.com/watch?v=y97rBdSYbkg
Your Small Actions Can Have a Cumulative Postive Effect
on the Larger US Recruitment Market
Survey Respondents
When parsing the responses by gender or age the data did not show any significant variation in results. In other words, a 16 year old girl responded much the same way a 23 year old boy did.
Survey Respondents
Has your desired study abroad location changed in past 12 months?
Survey Respondents
Location changed?
Survey Respondents
Location changed?
Work Opportunities Matter!
When government policies limit work options, students will look elsewhere.
Currency Rates Matter for Some
More or less likely to study in the U.S. based on the exchange rate?
Donald Trump
==
Mexico
61%
Brazil
63%
Argentina
50%
Nigeria
37%
U.K.
64%
India
51%
Indonesia
51%
Less likely to study in the U.S. following the election of Donald Trump
Donald Trump
Mexico
61%
==
Brazil
63%
Argentina
50%
Nigeria
37%
U.K.
64%
India
51%
Indonesia
51%
2017 numbers
2016 numbers
80%
49%
54%
39%
48%
Less likely to study in the U.S. following the election of Donald Trump
Student sentiment against current US foreign policy statements is
high in many countries. These numbers emphasize the importance
of reassuring this population that US academic opportunities
continue to represent value and opportunity.
Agent Perceptions of the U.S.
PIER 2017 Research: Likelihood of recommending U.S. as study destination
Source: Survey of International Recruiting Agents, Feb 1-10, 2017, “Us and Them: Education Agent Opinion on the U.S. After Executive
Order 13769,” PIER International Educational Services, http://pier.onlinetrainingnow.com/products/us-and-them
Agent recommendations are
important to student decision
making. The agent
community also needs to hear
positive messages about US
academic opportunities to
balance other negative
messages they are receiving.
U.S. Travel Policies
Mexico
56%
Less likely to study in the U.S.
because of U.S. government travel policies
Brazil
58%
Argentina
43%
Nigeria
42%
U.K.
59%
India
48%
Indonesia
47%
Brexit
Mexico
25%
Less likely to study in the U.K.
because of U.K. exit from the European Union
Brazil
24%
Argentina
21%
Nigeria
39%
India
43%
Indonesia
34%
While UK’s Brexit Position has no real effect on Brazilian students,
they want to voice their disapproval of this foreign policy position.
U.S. China Data
“Would you still consider studying in the U.S.?”
Source: Hotcourses Group survey; November 11–24, 2016; 6,744 prospective international student users of its sites.
That was a lot of data.
What do we do with that?
Let’s talk about:
What resonates for students?
Who should tell your story to them?
By region and by country
Messaging to Prospective Students
Marketing messages that are important to students
(Percentage of respondents who chose each category)
These are topics
international students
want to hear about when
you talk about the
opportunities at your
institution
Messaging to Prospective Students
Importance of International Student Services Office:
Using our data sets,
we can drill down into
messaging by region.
Messaging to Prospective Students
Importance of International Student Services office, South America only:
And we can drill down into
messaging by country.
Who Tells Your Story to Prospective Students?
“Meeting a university admission officer in person is very helpful”
Using our data sets,
we see that different
messengers are more
influential in some
regions.
Who Tells Your Story to Prospective Students?
“Meeting an agent in person in my country is very helpful”
Who Tells Your Story to Prospective Students?
“Meeting alumni in person in my country is very helpful”
Who tells your story to prospective students?
Meeting in person with admission officer vs. agent
In some countries, an agent is viewed as helpful as an admissions officer.
This has implications for how institutions plan their travel time and budgets.
Countries
Admissions Officer
Very Helpful
Agent
Very HelpfulAlgeria 44.30% 40.20%
Argentina 46.90% 44.70%
Brazil 47.10% 54.10%
Chile 54.70% 55.70%
Colombia 49.50% 49.70%
Costa Rica 48.70% 51.90%
Ecuador 61.10% 57.70%
Ghana 63.50% 40.10%
Guatemala 57.70% 48.10%
India 69.90% 33.80%
Indonesia 62.50% 44.20%
Ireland 50.00% 37.20%
Italy 33.90% 23.30%
Kenya 69.40% 49.40%
Malaysia 60.00% 41.10%
Mexico 53.50% 51.70%
Morocco 53.20% 44.50%
Nigeria 62.40% 42.80%
Panama 52.40% 55.20%
Peru 53.50% 51.70%
Philippines 68.10% 60.40%
South Africa 58.90% 46.50%
Spain 36.40% 36.50%
Thailand 60.10% 50.00%
Tunisia 49.30% 47.70%
United Arab Emirates 59.60% 39.60%
United Kingdom 60.00% 42.90%
Venezuela 47.20% 47.10%
Vietnam 63.00% 46.40%
Average 51.80% 49.70%
< 10% Difference
> 10% Difference
2.1% Difference
% of International Students Finding a Meeting with an Admissions Officer or Agent Very Helpful
Using our data sets,
we can evaluate where
agents are effective on
their own, and where they
might benefit from
additional support from
your travel team.
Who Tells Your Story to Prospective Students?
Meeting with admission officer in-person vs. online
In some countries, online meetings are viewed as helpful
as in-person. Again, consider your travel budget.
Consider
Online Chat
There is a growing desire for /
receptivity to online access to
“customer service.”
Who Tells Your Story to Prospective Students?
Meeting with alumni in-person vs. online
What Is Up With Italy?
How helpful
are these factors
when choosing
a university?
Oddly, we noticed that of all 65 countries analyzed, Italy consistently appeared
below the average in their student responses. Something about the Gelato?
Your Immediate Next Steps:
• Gather testimonials from current students representing your
key target audiences
• Draft a 3-email series to your admitted students
re: The great opportunities in front of you
Your Other Next Steps:
• Evaluate your 2018 travel budget: consider the messengers and
whether online communication is a better option than you thought
for some regions/countries
• Re-evaluate your strongest messages by region/country
Memo to Self
Q & A
This is your future
How will academia
incorporate gaming?
Bonus Slides
Learn from Losing
Games incorporate
repetitive learning
opportunities with complex
ideas/scenarios.
Bonus Slides
Multi-player fosters
learning from each other
Games have Math
Underpinnings and incorporate
performance stats
While you scoff,
consider this…