Addressing Operational Pain Points in International Enrollment Management
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Transcript of Addressing Operational Pain Points in International Enrollment Management
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Addressing Operational Pain Points
within International Enrollment
Management
Cheryl DarrupBoychuck
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Operational Pain Points in IEM
• Measuring ROI• Return on Investment
• Process over Promotion• Proving sufficient funds
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Brief History of International Student Recruitment
• Then: No need for metrics
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Brief History of International Student Recruitment
• Then: No need for metrics
• Now: “Show me the numbers”
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Brief History of International Student Recruitment
• Then: No need for metrics
• Now: “Show me the numbers”
• Soon: Culture of Evidence
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Studying ROI:Corporate World vs Higher Education
Initial Investment vs Subsequent Profits
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Studying ROI:Corporate World vs Higher Education
Initial Investment vs Subsequent Profits
Recruiting Expenses vs Tuition – Cost of Instruction
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Studying ROI:Corporate World vs Higher Education
Initial Investment vs Subsequent Profits
Recruiting Expenses vs Tuition – Cost of Instruction
Flaw: Tuition < Cost of Instruction, so Profits are usually negative
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The Agent Debate: NACAC
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-- Cost of Recruitment+ Tuition and Fees Generated------------------------------------------- Return on Investment
ROI in its Simplest Form
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Model-- Cost of Advertising + Student(s) Tuition + Student(s) Fees ------------------------------Return on Investment
ESL Program-- $ 1,195 / year+ $ 2,850 / 10-wk session + $ 465 Student Fees ---------------------------------- $ 2,120 = 1st student $ 15,380 = 5 students $ 31,955 = 10 students
Online Promotions
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-- Cost of Developing a Relationship* -- Commissions Paid+ Student(s) Tuition + Student(s) Fees ---------------------------------------------------------------------
Return on Investment
* Don’t skip the relationship part
Engaging Agents
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Advanced Calculus?
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Traditional enrollment funnel has dissolved
Students applying without prior contact
Introduced into database as “applicant”
Accept lack of complete control of your institutional message
The Rise of Stealth Applicants
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Google Chrome’s Incognito
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Security Software Features
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How to differentiate in a complex, global marketplace
• Identify your strengths• Target specific audiences• Consider multi-lingual campaigns• Focus on video promotions• Streamline operations
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Operational Pain Points in IEM
• Measuring ROI• Return on Investment
• Process over Promotion• Proving sufficient funds
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Process > Promotion
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Admissibility Indicators• Academic readiness • Financial capacity
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Technology: + or - ?
• Social Media
• Level and Type of Support
• Data Storage
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FundsV Exposure to Risk: Then
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FundsV Exposure to Risk: Now
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Addressing Operational Pain Points
within International Enrollment
Management
Cheryl DarrupBoychuck