Fifth Annual Conference

AIRC

S TA N D A R D S

QU

AL

I T

Y

I N

T EG

RI T

Y

5th Annual Conference

December 4-7, 2013Marriott Biscayne Bay Hotel

Miami, Florida, USA

www.airc-education.org

Shaping the International Recruitment Industry: Planning Today for Tomorrow

American International Recruitment Council

Dear Conference Participants:

It is with great pleasure that I welcome you to AIRC’s 5th Annual Conference - focused solely on the complex issues of international student recruitment. AIRC’s conference is unique - participants enjoy the many opportunities to expand and share their knowledge, skills, and strategies as much as they appreciate the multiple networking opportunities with fellow recruitment professionals from around the world. In the past five years, our premier annual event has significantly grown in size, scope, sophistication, and participant value.

This is a particularly exciting time in the international student recruitment arena. We are pleased to continue working with our colleagues in safeguarding the interests of students and institutions, as well as ensuring ethical standards and best practices in international recruitment.

We also wish to express our appreciation to Mary Marquez Bell, AIRC’s Vice President and Treasurer, for all of her work and guidance throughout the conference planning process and for her contribution of AIRC member pins.

Thank you for joining us.

John DeupreeExecutive Director

Conference Welcome

The Conference Schedule and Participant list can be found at www.airc-education.org/conf or by scanning the QR Code below. Presentations will be posted to this site following the conference.

AIRC Conference Sponsors

ICEF - Thursday ReceptionAIR Concepts - Friday Reception

ELS Language Centers - Friday LunchStudyLink - Conference Wireless

INTO - Hosted BreakfastShinyway International - Conference Notebooks

California Lutheran University - Conference ProgramMarconis Institute - Conference Program

SIEC India - Conference ProgramUniversity of Windsor - Conference Program

Saint Peter’s University – Bag InsertUstudy - Bag Insert

AIRC Wishes to Thank Our Corporate and Conference Sponsors for Their Generous Support

AIRC Corporate SponsorsICEF

Object Next Software/BPO IntelligencePay to Study

Inteadi-graduate

www.airc-education.org 1

AIRC’s Mission

The American International Recruitment Council works to safeguard the interests of both international students and enrolling institutions through the promotion of ethical, standards-based international recruitment strategies.

Conference Welcome AIRC LEADERSHIPAIRC Board of DirectorsStephen Foster, Chair & PresidentWright State UniversityMary Marquez Bell, Vice President & TreasurerSUNY College at Old WestburyJohn Pomeroy, Secretary, SUNY University at AlbanyRoss Jennings, Green River Community CollegeMark Lucas, iae GLOBAL NetworkNorman Peterson, Montana State UniversityWang Wei, Wiseway Global

Ex-Officio MembersBarry Bannister, Chair, Certification BoardGreen River Community CollegeJohn Deupree, Executive Director, AIRC

AIRC Certification BoardBarry Bannister, ChairGreen River Community CollegeDerrick Alex, Pacific UniversityGeorge Beers, Foothill and De Anza CollegesGeorge Burke, Cleveland State UniversityGeraldine de Berly, Syracuse UniversitySophia Iliakis Doherty, Peninsula CollegeCarol Mandzik, The University of MaineJosep Rota, Ohio UniversityMarcelo Siles, Old Dominion UniversityJoseph Ugras, LaSalle University

AIRC StaffJohn Deupree, Executive DirectorJennifer Wright, Associate Director, Certification & OperationsMelody Buckholt, Member Support CoordinatorJudy Irwin, Senior Outreach SpecialistChris Telling, Technology Officer

AIRC Agency Certification StandardsStandard 1: Organizational Effectiveness• Mission and Purpose, Long-Term Planning • Governance and Ownership• Management, Hiring, Evaluation and Training Processes

Range of Business Offerings and Offices• Sustainability, Fee and Refund Policies, Handling of

Student Financial Aid

Standard 2: Integrity of Recruitment Process• Training and Knowledge of U.S. Education • Truth in Advertising and Marketing• Respect for Intellectual Property• Staying Current with U.S. Immigration Regulations• Keeping Updated on Institutional Offerings• Accountability for Agents and Sub-Agents

Standard 3: Student and Family Engagement Pre- and Post-Enrollment • Written Student Services Contract• Confidentiality of Records• Communication with Family and Handling of Legal

Minors• Deliverable Promises and Guarantees• Awareness of U.S. Non-Discrimination Laws• 3-Year Record Keeping and Surveying Students

Standard 4: Institutional Engagement Pre- and Post-Recruitment • Written Institutional Contract • Regular Contact with Partners• Confidentiality of Records• Authenticity of Documents• Surveying Clients• 3-Year Record Keeping

Standard 5: Complaints Process• Mechanism for Complaints• Response to Complaints

AIRC Institutional Best Practice Guidelines • Commitment to Proper Student Support Services• Accuracy in Marketing Information• Transparent Student Recruitment Practices• Engaged and Strategic Agent Management

2 AIRC FIFTH ANNUAL CONFERENCE December 4-7, 2013

PRE-CONFERENCE PROGRAM

PRE-CONFERENCE WORKSHOPSPre-registration required

9:00 a.m. - 5:00 p.m.Implementing an International Strategic Recruitment Plan for U.S. Educational InstitutionsTarget Audience: EducatorsSalons G,H,JMary Marquez Bell, SUNY College at Old Westbury Kirsten Feddersen, State University of New YorkKrista Northup, State University of New York

2:30 - 5:00 p.m.All Hands on Deck: Preparing Your Institution to Better Serve International StudentsTarget Audience: EducatorsSalon ADavid L. Di Maria, Kent State UniversityDavid Bushey, IDP

Sharing Best Practices for Agents Approaching Institutional Partners Target Audience: AIRC Certified AgentsSalon CSophia Iliakis Doherty, Peninsula CollegeHilka Leicht, IEC – International Education for Global MindsCarol Mandzik, The University of Maine

AIRC Conference Schedule at a Glance—WednesdayTIME EVENT ROOM

8:30 a.m. - 7:00 p.m. Registration Open Grand Ballroom Foyer

8:30 - 12:30 p.m. External Reviewer Training Salon B

9:00 a.m. - 5:00 p.m. Pre-Conference Workshop:Implementing an International Strategic Recruitment Plan for U.S. Educational Institutions

Salons G,H,J

2:30 - 5:00 p.m. Pre-Conference Workshop:All Hands on Deck: Preparing Your Institution to Better Serve International Students

Salon A

2:30 - 5:00 p.m. Pre-Conference Workshop:Sharing Best Practices for Agents Approaching Institutional Partners

Salon C

5:15 - 6:00 p.m. Orientation to AIRC Salon K

Wednesday, December 4, 2013

5:15 - 6:00 p.m.Orientation to AIRC Salon KThis session is an opportunity to learn about AIRC’s governance and operation, leadership opportunities, and special services. Stephen Foster, AIRC Chair and President Wright State UniversityJohn Deupree, AIRCJennifer Wright, AIRCAIRC Board Members


Conference Presenters Jean-Marc Alberola, President, Bridge-Language & Education Abroad

David Anderson, Vice President, ELS Language Centers

Markus Badde, Chief Executive Officer, ICEF

George Beers, Dean of International Programs, Foothill and De Anza Colleges

Mary Marquez Bell, Vice President for Enrollment Services, SUNY College at Old Westbury

Gary Bergman, President, College Study US

Ian Bushell, Director, Mentor International

David Bushey, Manager of University Relations, IDP

Ian Cann, Business Development Manager, ICEF

Ron Cushing, Director of International Services, University of Cincinnati

Geraldine de Berly, Senior Associate Dean, Syracuse University

John Deupree, Executive Director, AIRC

David L. di Maria, Director, International Programs and Services, Kent State University

Sophia Iliakis Doherty, Director, International Student & Faculty Services, Peninsula College

Tony Edson, Principal, SAEdson Consultants

Kirsten Feddersen, Manager of International Recruitment, State University of New York

Travis Feldler, Business Development Manager, Object Next Software

Jose Flores, Senior Partner, Licas

Yosiat Gimbernard, Business Development Manager, BPO Intelligence

John Green, University Account Manager, IDP

Bryan Gross, Associate Vice President of Enrollment Management, St. John’s University

May Heriza, Agent Partnership Manager, Montana State University

Paul Hofmann, California State University – Fresno

Michelle Hsu, President, International Academic Alliance

Ross Jennings, Vice President of International Programs, Green River Community College

Palle Steen Jensen, General Manager and Edupreneur, EDU

Jeet Joshee, Associate Vice President, International Education, Dean, College of Continuing and Professional Education, California State University - Long Beach

Richard Keating, Vice President, Strategic Initiatives, Western New England University

Hilka Leicht, Managing Director and Owner, IEC – International Education for Global Minds

Mitch Leventhal, Vice Chancellor for Global Affairs, State University of New York

Ambassador César Bustamante Llosa, Consul General of Peru in Miami

Jing Luan, Vice Chancellor, Educational Services & Planning, San Mateo Community College District

Mark Lucas, Chief Executive Officer, iae GLOBAL Network

Carol Mandzik, Manager of MBA Programs, Executive Education & Internships, The University of Maine

Krista Northup, Director of International Recruitment, State University of New York

Norman Peterson, Vice Provost for International Education, Montana State University

Eduardo Rivadeneria, Consul General of Ecuador in Miami

David Shi, Chief Executive Officer, EduGlobal

Natalie Steck, Director – Americas and UK/Europe, OCA Group

Kristen Summers, Assistant Director, International Recruitment & Admissions, Kent State University

Ambassador Miguel Talento, Consul General of the Republic of Argentina in Miami

Joe Ugras, Associate Provost, LaSalle University

Lorena Sánchez Urpi, Consul General of Costa Rica in Miami

Barry Ward, Vice President of Enrollment Management, Marymount California University

Michael Waxman-Lenz, Chief Executive Officer, Intead

Wang Wei, Chairman, Wiseway International

Xiaoying (Jane) Wang, Recruitment & International Support Specialist, University of Cincinnati

Jon Weller, Director, International Admissions, University of Cincinnati

Eddie West, Director of International Initiatives, NACAC

Helise Winters, Dean of Regional Education, SUNY College at New Paltz

Pia Wood, Associate Provost, University of Tennessee

Jennifer Wright, Associate Director, Certification and Operations, AIRC

Abhijit Zaveri, Managing Director, Career Mosaic


Thursday, December 5, 2013

AIRC Conference Schedule at a Glance—Thursday

TIME EVENT ROOM

8:00 a.m. - 5:00 p.m. Registration Open Grand Ballroom Foyer

9:30 - 11:45 a.m. Opening PlenaryConference WelcomeReflections: AIRC’s First Five YearsAIRC Annual Meeting

Salons E,F

11:45 a.m. – 1:00 p.m. Networking Lunch Terrace

1:15 – 1:45 p.m. Plenary Setting the Stage: Findings from the 2013 ICEF Agent Barometer

Salons E,F

2:00 – 3:15 p.m. Concurrent Sessions & Discussions• Making Your Voice Heard in a Crowded Room: Exploring Various

Communication Tools to Keep Your Partners Engaged• Enrolling and Supporting Chinese Undergraduate Students• NACAC Commission Report Review

Salons A,B

Salons C,DSalons G,H,J

3:15 - 3:45 p.m. Coffee Break - Network with Agencies and Sponsors Salons E,F

3:45 - 5:00 p.m. Concurrent Sessions & Discussions• Thinking of Hosting a Pathway Program at Your Institution?

Do’s, Don’ts, and Other Considerations• Recruit Europe: An Insight into Recruiting Students from

Scandinavia, Germany, and Hungary• Discussion: Institutional and Agency Joint Accountability:

Four Case Studies - Part One

Salons C,D

Salons G,H,J

Salons A,B

5:00 - 6:00 p.m. Network with Agencies and Sponsors Salons E,F

6:00 - 7:30 p.m. Reception Sponsored by ICEF Bayview


Thursday Session descriptions continued on following page

Thursday, December 5, 2013

1:15 - 1:45 p.m.Plenary: Setting the Stage: Findings from the 2013 ICEF Agent Barometer Salons E,FThe ICEF agent barometer provides insight into market and placement patterns over time. Findings from the 2013 agent barometer will be presented which focus on how projected student mobility patterns, external factors, visa factors, etc. are impacting agent opinions and student recruitment broadly. The insights from this session will be critical to shaping the conversations which are occurring over the following two days.Markus Badde, ICEF

CONCURRENT SESSIONS AND DISCUSSIONSProgram Note: AIRC has adopted a discussion format for certain conference sessions. In the sessions marked “discussion,” instead of a formal presentation, participants will discuss key questions posed by the moderators. The findings of these sessions may be integrated into AIRC resource tools.

2:00 - 3:15 p.m. Making Your Voice Heard in a Crowded Room: Exploring Various Communication Tools to Keep Your Partners Engaged Target Audience: Agents and EducatorsSalons A,BUnderstanding your partners and their information needs is a continuous challenge in the relationship between institutions and their agents. This session will explore the use of websites and other communication tools for keeping stakeholders updated and making sure that the right type and amount of information is provided in a way that targets your key audience. Keeping in mind there are various layers in each organization, how can agencies and campuses alike effectively communicate to their partners and key audience groups using websites and other communication methods? Participants will be led through

CONFERENCE PROGRAM

PLENARIES

OPENING PLENARY

9:30 - 11:45 a.m.Opening Plenary Salons E,F

9:30 - 9:45 a.m.Conference WelcomeAn overview of the program and logisticsIntroduction of special guests.John Deupree, AIRC

9:45 - 10:30 a.m.Reflections: AIRC’s First Five Years The history of AIRC is critical to understanding and appreciating AIRC’s dynamic growth. Four individuals integral to the creation of AIRC since its inception in 2008 will discuss the organization’s creation, progress, and future prospects.Mitch Leventhal, State University of New YorkMarkus Badde, ICEFGeorge Burke, Cleveland State UniversityDavid Shi, EduGlobal

10:30 - 11:45 a.m.AIRC Annual Meeting

•President’sReport•IntroductionofNewBoardMembers•ExecutiveDirector’sReport•MarjoriePeaceLennAwardee•NACACDecision-NextSteps•MemberQuestionsandAnswers

Stephen Foster, AIRC Chair and PresidentWright State UniversityJohn Deupree, AIRCNorman Peterson, Montana State University

11:45 a.m. - 1:00 p.m. Networking Lunch Terrace


a case study of a U.S. university which recently launched an agent training website; additional examples of best practice communication tools will be provided. Agency representatives will provide feedback to institutional initiatives and best practice examples.Kirsten Feddersen, State University of New YorkKrista Northup, State University of New YorkWang Wei, Wiseway Global

Enrolling and Supporting Chinese Undergraduate Students Target Audience: EducatorsSalons C,D China continues to be the top sending country of foreign students. This includes sending the largest share of undergraduate students - the most coveted students by most American universities. Many believe that the peak of Chinese enrollment has not been reached and competition amongst American, Australian, British, Canadian (and other) universities continually increases.

Additionally, the rapid enrollment increase of students from China presents many universities with student support and cultural acclimation issues after the students enroll. This session will cover a wide range of issues regarding Chinese student enrollment, including recent recruitment market developments in China and the University of Cincinnati serving as a case study of both Chinese enrollment success and student support initiatives.David Shi, EduGlobalXiaoying ( Jane) Wang, University of CincinnatiJon Weller, University of Cincinnati

NACAC Commission Report Review Target Audience: Agents and EducatorsSalons G,H,JMembers of the NACAC Commission on International Recruitment and NACAC staff will review history of the NACAC Commission Report and subsequent changes to the

Thursday, December 5, 2013 continued

2:00 - 3:15 p.m. continued

Statement of Principles of Good Practice. Ample time will be provided for questions.Questionscoveredwillinclude:• What exactly was the NACAC Commission and what were

its findings?• What are the likely implications of the revised Statement

of Principles of Good Practice?• What are take away lessons for both agencies and

institutions?Ross Jennings, Green River Community CollegeNorman Peterson, Montana State UniversityEddie West, NACAC

3:15 - 3:45 p.m.Coffee Break - Network with Agencies and SponsorsSalons E,F

3:45 - 5:00 p.m.Thinking of Hosting a Pathway Program at Your Institution? Do’s, Don’ts, and Other ConsiderationsTarget Audience: EducatorsSalons C,DEngaging with a pathway provider is increasingly attractive to a range of institutions which have reason to believe a private provider may have greater flexibility to manage both marketing and student intake than institutional constraints allow. This session will explore such questions as:• What are the attributes of institutions which are best

suited for pathway partnerships? • What are different pathway models? • How do institutions choose between providers? • How do you get buy in from institutional leadership? • What are the legal and financial considerations? Jose Flores, LicasBarry Ward, Marymount California University


Recruit Europe: An Insight into Recruiting Students from Scandinavia, Germany, and HungaryTarget Audience: EducatorsSalons G,H,JIn most European countries, higher education is free of charge or tuition fees are paid by a governmental loan scheme. Still, European students are globetrotters and form an important market for universities world-wide. They contribute to quality and diversity amongst international students on campus. However, European students are price sensitive and have certain needs and restrictions, which should influence a university’s regional recruitment strategy.

This session will give an introduction to the type of student that a U.S. university can expect to recruit from Denmark, Germany, Hungary, Norway and Sweden. Presenters will encourage reflection on the brand, study locations, and programs that suit the European market.Palle Steen Jensen, EDUHilka Leicht, IEC – International Education for Global Minds

Discussion: Institutional and Agency Joint Accountability: Four Case Studies-Part OneTarget Audience: Agents and EducatorsSalons A,BAIRC is focused on helping its members develop best practices surrounding the core values of accountability, integrity, and transparency. This discussion focuses on four issues of concern to members.Participants will consider the following questions:• Whose responsibility is it to ensure that the agency

representative understands and properly represents institution expectations?

Thursday, December 5, 2013 continued

• What are the responsibilities of sub agents to the student and institution?

• Who is ultimately responsible for ensuring student success?

• What assessment mechanisms can be effective in measuring agency performance?

Gary Bergman, College Study USBryan Gross, St. John’s UniversityRichard Keating, Western New England University

5:00 - 6:00 p.m. Network with Agencies and Sponsors Salons E,F

6:00 - 7:30 p.m.Reception Sponsored by ICEF: The Global Leader in Connecting InternationalEducatorswithQualifiedAgentsBayviewDrinks and light appetizers


Friday, December 6, 2013AIRC Conference Schedule at a Glance—Friday

TIME EVENT ROOM

9:00 - 10:15 a.m. Concurrent Sessions & Discussions• Closing the Loop: Funding Comprehensive Internationalization

through Inbound Recruitment – A Performance-Based Reinvestment Model

• Recruiting in Latin America• Discussion: Identifying Best Practices for Agency Collaboration

with Sub-Agents (Agency Representatives Only)

Salons G,H,J

Salons A,BSalons C,D

10:15 -10:45 a.m. Coffee Break - Network with Agencies and Sponsors Salons E,F

10:45 a.m. - 12:00 p.m. Concurrent Sessions & Discussions• A Conversation About Higher Education in Selected South

American Countries• Maximizing the University-Agent Relationship• Discussion: Working Together to Eliminate Document Fraud

Salons G,H,J

Salons A,BSalons C,D

12:00 - 1:30 p.m. Luncheon Sponsored by ELS Language Centers

Recognition of Agencies Certified in 2013

Salons E,F

1:45 - 3:00 p.m. Concurrent Sessions & Discussions• Helping Agencies Match Expectations and Realities• Marketing to the Digital Generation• A Systems Approach to International Enrollment Management

Salons A,BSalons G,H,JSalons C,D

3:00 - 3:30 p.m. Coffee Break - Network with Agencies and Sponsors Salons E,F

3:30 - 4:45 p.m. Concurrent Sessions & Discussions• Everything You Wanted to Know About U.S. Consular Offices But

Were Afraid to Ask• Preparing Chinese Students: Articulating Pathway Programs for

U.S. Bachelor’s and Master’s Degrees• Integrating AIRC Standards into Agency-Based International

Recruitment

Salons A,B

Salons G,H,J

Salons C,D

6:00 - 9:00 p.m. Reception Sponsored by Air Concepts Sunset Harbour Yacht Club1928 Sunset Harbour DriveMiami Beach, FL 33139


9:00 - 10:15 a.m.Closing the Loop: Funding Comprehensive Internationalization through Inbound Recruitment – A Performance-based Reinvestment ModelTarget Audience: EducatorsSalons G,H,JThe good news is campus internationalization is a top priority for many colleges and universities. And the bad news – not many resources are available to achieve these goals. Those charged with campus internationalization need to persuade campus leadership to adopt a new funding approach which captures revenue from enhanced international student flows and redirects it to strategic goals.

This session will present three case studies from public institutions which are intended to serve both as inspirations and templates for other universities.Jeet Joshee, California State University - Long BeachMitch Leventhal, State University of New YorkJon Weller, University of Cincinnati

Recruiting in Latin America Target Audience: EducatorsSalons A,BEffective recruitment in Latin America requires a diverse range of strategies which differs for recruiting into ESL and high school programs, conditional admissions programs, undergraduate and graduate programs, and large and small institutions. Presenters will offer case studies from programs and institutions which incorporate agency use and other successful approaches.Jean-Marc Alberola, Bridge-Language & Education AbroadDavid Anderson, ELS Language CentersIan Cann, ICEF

Discussion: Identifying Best Practices for Agency Collaboration with Sub-AgentsClosed Session for Agents and Certification Board Members OnlySalons C,DCollaboration and establishment of agent/sub-agent relationships require particular attention by both parties. AIRC Standards allow Certified agencies to have sub-

Friday Session descriptions continued on following page

Friday, December 6, 2013

agent relationships provided they are responsible for the procedures and actions of their sub-agents. Participants will discuss the following questions:• What are the reasons for using sub-agents and what are

the reasons for the sub-agents to work with agents?• How do agencies select and train the sub-agents?• What processes does an agency use to assure sub-agents

comply with expectations?• What are the pitfalls in the agent/sub-agent

relationship?• What are some important items to include in the agent/

sub-agent contract?Gary Bergman, College Study USMark Lucas, iae GLOBAL NetworkJoe Ugras, LaSalle University

10:15 - 10:45 a.m.Coffee Break - Visit Agency and Sponsor Tables Salons E,F

10:45 a.m. - 12:00 p.m.A Conversation About Higher Education in Selected South American CountriesTarget Audience: EducatorsSalons G,H,JConsul Generals from South American consulates based in Miami will speak about higher education, student mobility issues, government policies, and scholarships in their countries. This session will be bilingual with interpretation.Geraldine de Berly, Syracuse UniversityAmbassador César Bustamante Llosa, Consul General of Peru in MiamiEduardo Rivadeneria, Consul General of Ecuador in MiamiAmbassador Miguel Talento, Consul General of the Republic of Argentina in MiamiLorena Sánchez Urpi, Consul General of Costa Rica in Miami


10:45 a.m. - 12:00 p.m. continuedMaximizing the University-Agent Relationship Target Audience: Agents and EducatorsSalons A,BFresno State has undertaken a focused initiative to increase international student enrollment. The effort is a comprehensive recruitment plan that incorporates agent-based recruitment as part of a larger strategy that leverages the institution’s limited resources during times of financial constraint.

Using the case study of Fresno State, representatives from IDP Education, Intead, and the University will share and explore systematic strategies implemented to maximize the institution-agent relationship, emphasizing the synergy created by the efforts of all three entities. The session will provide a real time chronicle of Fresno State’s relationships with IDP and Intead and present measurable results.John Green, IDPPaul Hofmann, California State University – FresnoMichael Waxman-Lenz, Intead

Discussion: Working Together to Eliminate Document Fraud Target Audience: Agents and EducatorsSalons C,DDocument fraud is frequently cited as a rationale for limiting the use of agency-based recruitment. It is also a violation of AIRC standards. Agencies state that families, high schools, and other forces all conspire to inflate student records. Critics claim that agencies accept incentive payments for placements at higher-ranking institutions and that lower ranking institutions are often so eager to get students they look the other way. Testing organizations go to great lengths to ensure score validity but testing scandals occur regularly. Who is ultimately responsible for ensuring the integrity of records? Working groups will consider the following questions:• What Constitutes Fraud?• What is the Role of the Agency in Preventing Fraud?• What is the Role of the Institution in Preventing Fraud?• What are Constraints Placed on the Sending

Organization by the Local Environment?• What are the Constraints Placed on Testing

Organizations?

Friday, December 6, 2013 continued

• How can Institutions, Agencies, and Testing Organizations Work Together to Reduce Fraudulent Practices?

Jon Weller, University of CincinnatiPia Wood, University of Tennessee

12:00 - 1:30 p.m. Luncheon Sponsored by ELS Language CentersHosted By David Andersen, Vice President, ELS

Salons E,FRecognition of Agencies Certified in 2013Barry Bannister, Certification Board ChairGreen River Community CollegeJennifer Wright, Associate Director, Certification and Operations, AIRC

1:45 - 3:00 p.m.Helping Agencies Match Expectations and RealitiesTarget Audience: AgentsSalons A,BBoth experienced and newer agencies operating in the U.S. face a growing market which requires a unique set of skills and strategies.The session will cover such topics as:• Getting Contracts: The Reality of Contract Negotiations• Demographics and Drivers in the U.S. Higher Education

System• Comparing and Contrasting the U.S. to Australia/U.K./

New Zealand Regarding Commission and Support • Working with Pathway Partners of Institutions • Using Technology to Overcome Institutional Marketing

Deficits Ian Bushell, Mentor InternationalMark Lucas, iae GLOBAL Network

Marketing to the Digital Generation Target Audience: Agents and EducatorsSalons G,H,J Students are changing, so universities have to change with them. This session looks at the changing dynamics of how


Friday, December 6, 2013 continued

students access information and how new cross media campaigns are a game changer for student recruitment.Travis Feldler, Object Next SoftwareYosiat Gimbernard, BPO IntelligenceNatalie Steck, OCA Group

A Systems Approach to International Enrollment Management Target Audience: Educators Salons C,DInternational enrollment management is one of the most important, yet misunderstood, challenges impacting higher education today. This session unravels the cognitive complexity surrounding the recruitment and retention of international students by presenting a conceptual framework for thinking about international enrollment management as a complex system comprised of interdependent parts. A case study will be presented to demonstrate how systems theory is applied to practice at one institution in an effort to realize significant increases in enrollment and improvements in retention.David L. di Maria, Kent State UniversityKristen Summers, Kent State University

3:00 - 3:30 p.m.Coffee Break - Network with Agencies and Sponsor Salons E,F

3:30 - 4:45 p.m.Everything You Wanted to Know About U.S. Consular Offices But Were Afraid to Ask Target Audience: AgentsSalons A,BUnderstand the inner workings of U.S. consular offices with an emphasis on building productive relations with consular officials and preparing students for visa interviews. The former head of visa services at the U.S. Department of State and a senior international student officer will lead an interactive session targeted at helping agency representatives understand the context of U.S. immigration law which drives visa decisions. Ron Cushing, University of CincinnatiTony Edson, SAEdson Consultants

Preparing Chinese Students: Articulating Pathway Programs for U.S. Bachelor’s and Master’s DegreesTarget Audience: Educators Salons G,H,JAmerican universities face an uphill climb to establish successful partnerships in China, particularly due to a lack of adequate resources and qualified faculty. This session will outline the roles of Chinese educational authorities (e.g., the Ministry of Education), and highlight case studies such as high school bridge programs, ESL programs, and various articulating pathway programs between American and Chinese universities for undergraduate and graduate education. Michelle Hsu, International Academic AllianceHelise Winters, SUNY College at New Paltz Integrating AIRC Standards into Agency-Based International Recruitment Target Audience: EducatorsSalons C,DThis session will expand upon the AIRC certification process and the AIRC Standards which are used to verify compliance for its certified agencies. For institutions considering agency partnerships, the standards can be used as a tool to preliminarily screen agents and develop contracts. For institutions that already partner with agents, the standards can be used to evaluate the ongoing partnerships. For agencies that are certified, the standards are used for continuous improvement practices.Jennifer Wright, AIRC

6:00 - 9:00 p.m.Reception Sponsored by Air Concepts

Sunset Harbour Yacht Club1928 Sunset Harbour DriveMiami Beach, FL 33139Cocktails and light appetizers


8:30 - 9:45 a.m.Data Driven Recruitment Planning by Lesser Known Colleges Target Audience: EducatorsSalons A,BFor many higher education institutions, and community colleges in particular, venturing into recruitment with no or low ranking requires targeted efforts to ensure success. The presenter will discuss strategies and plans that are informed by data and assisted by unique approaches at a public community college that more than doubled its enrollment in two years.Jing Luan, San Mateo Community College District

South Asia – Best Entry and Recruitment Strategies for U.S. Institutions Target Audience: EducatorsSalons C,DWhat are successful recruitment strategies for American universities entering the South Asian Market, including India, Sri Lanka, Nepal, Bangladesh, Thailand and Vietnam? Topics include country dynamics, student interests in terms of study abroad preference, agent networks, setting realistic goals, success stories, and what to avoid. The presenters will also describe methods of recruiting students in the region other than using agents.George Beers, Foothill and De Anza CollegesAbhijit Zaveri, Career Mosaic

Saturday, December 7, 2013AIRC Conference Schedule at a Glance—SaturdayTIME EVENT ROOM

8:30 - 9:45 a.m. Concurrent Sessions & Discussions• Data Driven Recruitment Planning by Lesser Known Colleges• South Asia – Best Entry and Recruitment Strategies for U.S. Institutions• Discussion: Institutional and Agency Joint Accountability: Four Case

Studies - Part Two

Salons A,BSalons C,DSalons G,H,J

9:45 – 10:15 a.m. Coffee Break - Network with Agencies and Sponsors Salons E,F

10:15 - 11:30 a.m. Concurrent Sessions & Discussions• Getting Your Message to Market• Discussion: Agency-Based Recruiting: Where to Start, Where to Go? • Discussion: Transparency in International Recruitment

Salons A,BSalons C,DSalons G,H,J

11:30 a.m. - 12:30 p.m. Closing PlenaryConference Wrap Up : Questions, Comments, and Suggestions

Salons E,F

12:30 p.m. Conference Ends

Discussion: Institutional and Agency Joint Accountability: Four Case Studies - Part TwoTarget Audience: Agents and EducatorsSalons G,H,JAIRC is focused on helping its members develop best practices surrounding the core values of accountability, integrity, and transparency. This discussion focuses on four key questions about which members have shared their concerns. Participants will consider the following questions:• What is Spot Admissions and When is it Acceptable?• What are the Responsibilities for Both Institutions and

Agencies in Adhering to FERPA?• Who Takes Responsibility for Students Transferring

Before Commissions are Paid in Full?• What Issues Affect the Commission Payment Process?Ron Cushing, University of Cincinnati

9:45 - 10:15 a.m.Coffee Break - Network with Agencies and Sponsors Salons E,F


10:15 - 11:30 a.m.Getting Your Message to Market Target Audience: EducatorsSalons A,BHow do leading international student recruitment institutions attract students with their promotional material? How can you achieve the same results while reducing your costs and effort? How can global distribution happen at the click of a button?May Heriza, Montana State UniversityKrista Northup, State University of New YorkNatalie Steck, OCA Group

Discussion: Agency-Based Recruiting: Where to Start, Where to Go? Target Audience: EducatorsSalons C,D Colleges new to international student recruitment often find it daunting to figure out where to begin their efforts, given the many vendors, methods, and options to pursue.Participants will consider the following questions:• How do you Determine Which Country to Target and

Which Agencies to Use?• What Recruitment Methods Appear to Work and How Do

They Vary in Each Country?• What are Reasonable Enrollment Projections?• How do You Demonstrate Success and ROI? Mary Marquez Bell, SUNY College at Old Westbury

Discussion: Transparency in International Recruitment Target Audience: Agents and EducatorsSalons G,H,JAIRC Standards call on an agency to conduct itself in a transparent manner, and NACAC calls on institutions working with agents on a commission basis to conduct themselves transparently. Yet what does it mean to act in a transparent manner? This discussion session will focus on the concept of transparency and its applicability to institutions and agencies in the process of international student recruitment. Participants will consider the following questions:• What Does Transparency Mean in the Context of

International Recruitment?• How Does Transparency Apply to the Conduct of

Agencies and Institutions?• Is the Meaning of Transparency Relative to Cultural

Norms in Different Countries?• Are There Degrees of Transparency with Regard to

International Recruitment, and, if so, What Level(s) of Transparency Apply to Recruitment Agencies and to Contracting Institutions?

• What Specifically Should be Required of Agencies and Institutions to Operate Transparently?

John Deupree, AIRCNorman Peterson, Montana State University

11:30 a.m. - 12:30 p.m.Closing Plenary ConferenceWrapUp:Questions,CommentsandSuggestionsSalons E,FThe AIRC conference wrap up is a unique event where participants have the opportunity to ask questions and discuss issues which have arisen during the conference. John Deupree, AIRCStephen Foster, Wright State University

12:30 p.m.Conference Ends

Thank you for joining our discussion.


OUR SERVICES TO FOREIGN INSTITUTIONS

OUR OWNED OFFICES AT

| | | | | |COACHING FOR SPOKEN ENGLISH IELTS TOEFL GRE GMAT SAT iTEP

AHMEDABAD : 402/407, Aeon Complex, Nr. Barista, Vijay Cross Rd., Navarangpura. Tel.: 079-26440265, 26440267

V.V.NAGAR : 3rd Floor, V Square, Opp. Bhaikaka Statue, Anand - V.V.Nagar Road. Tel.: 02692-234878, 644071

BHARUCH : 247/248, 2nd Floor, Aditya Complex, Nr. Kasak Fuvara, Zadeshwar Road. Tel.: 02642-226065

SURAT : 530/531, Poddar Arcade, Khand Bazar, Varachha Rd. Tel.: 0261-2551142, 2912187

NAVSARI : F-5, Swastik Office Complex, Nr. Bus Depot, Opp. Sub Jail. Tel.: 92280 21348

USA : 458, Interchange Rd., Kresgeville, PA 18333

“Official TOEFL ibt / iTEP testing centre”

HEAD OFFICE: 3rd Floor, Shreeji Avenue,11, Sampatrao Colony, Alkapuri, Vadodara - 390007, Gujarat, India. Tel.: 0265-2336883, Mob.: 9409400402

Promotion and Counseling of respective institution.

Regular Seminars for interaction with prospective students and

their parents.

Presentations in local schools and colleges.

Pre-screen applications and documentation required for application

of admission.

High VISA success rate with 22 years of experience in recruiting

students internationally.

Assistance in set-up of Regional or India office to foreign institutions.

RECRUIT ININDIA

Join the University of WindsorWe are building a worldwide agent network!

Degrees offered:PhD, MBA, MSc, MA, MEng, BA, BSc, BComm, JD, BEd

Areas of Study:Arts, Business, Computer Science,

Economics, Education, Engineering, Health, Human Kinetics, Law, Nursing, Social Science, Science

Contact Information:Phone: +1-519-253-3000 ext. 3979Fax: +1-519-561-1472Email: [email protected]: www.uwindsor.ca

Enrollment: This App Speaks Your Language

I N T RODUC I NG

Visit info.intead.com/stoury for more info Use code AIRC-CONF2013

A university tour app that tells your

story, anywhere, in any language.

Empower and manage your agents.


Placement MockupDESCRIPTION:

Questions? [email protected]

C2854 - TaxBack Group - Flyer

Flyer

ELS International Pathways®STUDY ENGLISH | EXPLORE | SUCCEED

USA • Canada • Europe • Australia • China • Malaysia

Only ELS OffersWide range of English study programs to help you reach your goals

60+ center locations, with the majority on university campuses

Quality of the ELS program is so respected that over 650 universities accept completion of the intensive English for Academic Purposes program as fulfillment of the English proficiency admission requirement

Highly qualified teachers

Comprehensive university admission services

State-of-the-art Language Technology Centers

Test Prep Program for the TOEFL® iBT

ELS.edu • UniversityGuideOnline.org© Copyright 2013 ELS Educational Services, Inc., – a Berlitz company.

facebook.com/ELS • twitter.com/ELSCenters

AIRC annual conference_half page.indd 1 10/29/2013 8:17:15 AM

SAVE THE DATEAIRC’s 6th

Annual ConferenceDecember 4 - 6, 2014

Miami, Floridawww.airc-education.org

São Paulo Sept 2014

Miami Dec 2014

Moscow Mar 2014

Dubai Feb 2014

Beijing Oct 2014Prague

Sept 2014

Berlin Nov 2013

Sydney April 2014

Vancouver May 2014

Seoul Feb 2014

Bogotá Mar 2014

Tokyo Feb 2014

Mexico City Mar 2014 Bangkok

Jun 2014

For more information or to make a booking, contact:

John Demer Tel +1 888 371 [email protected]

Global WorkshopsFor educators, service providers and agents from all over the worldThe ICEF Higher Education Workshop, Prague Sept 13 - 15, 2014

The ICEF Berlin Workshop, Berlin Nov 02 - 04, 2014

Regional WorkshopsFor educators and service providers from all over the world and agents from specific countries and regions

The ICEF Dubai Workshop, Dubai Feb 03 - 05, 2014

The ICEF Moscow Workshop, Moscow Mar 21 - 23, 2014

The ICEF Bangkok Workshop, Bangkok June 02 - 04, 2014

The ICEF Latin America Workshop, São Paulo Sept 25 - 27, 2014

The ICEF Asia Workshop, Beijing Oct 15 - 17, 2014

Destination WorkshopsFor educators and service providers from Canada / USA or Australia / New Zealand and agents focussed on these study destinations

The ICEF North America Workshop - Miami Dec 08- 10, 2014

The Australia New Zealand Agent Workshop, Sydney Apr 06 - 08, 2014

The ICEF North America Workshop - Vancouver May 12 - 14, 2014

Agent RoadshowsFor international educators and selected agents from key markets

The ICEF Japan - Korea Agent Roadshow, Tokyo & Seoul Feb 25 - 27, 2014

The ICEF Mexico - Colombia Agent Roadshow, Mexico City & Bogotá Mar 04 - 07, 2014

www.icef.com

Networking events connecting educational institutions with pre-screened, quality student recruitment agents

Meet screened, quality agents from around the world

ICEF is very proud to be working with AIRC and we look forward to welcoming AIRC

members to our Workshops.

Subscribe today

for free industry news at

www.icefmonitor.com

AIRC advert bleed.indd 1 11/11/13 9:13 PM

Fifth Annual Conference

Documents

Transcript of Fifth Annual Conference