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The Enrollment Management Landscape in the United States and Impact on International Student

Recruitment

Bryan Gross, Western New EnglandMike Finnell, American International Recruitment Council

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ICEF PresentationDecember 9, 2019

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Reflecting on the Last Decade in Higher Ed

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The Demographic View, 2022

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Mobilizing The Campus Around New Realities

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Public and Non-public, 2019-20 to 2024-25Projected Change in High School Graduates

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© Copyright 2016. Knocking at the College Door.Western Interstate Commission for Higher Education

16.1%

13.9%

25.8%

10.4%

15.0%-2.5%

-1.2%

-0.4%

-3.0%-0.5%

-5.8%

-0.7%

-0.5%

-0.7%

7.3%

7.6%

2.8%

2.8%

9.1%

1.2%

8.8%

6.4%

5.5%

5.5%

2.5%

9.5%

5.4%

1.5%

3.2%

5.2%

4.4%

4.4%

0.8%

8.9%

6.5%

6.3%

8.9%

9.9%

5.2%

4.1%

8.7%

7.2%

0.7%

6.5%

8.9%

0.4%

4.3%

3.9%

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White, non-Hispanic, 2019-20 to 2024-25Projected Change in High School Graduates

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© Copyright 2016. Knocking at the College Door.Western Interstate Commission for Higher Education

-10.8%

-10.0%

16.4%

10.4%

25.0%

11.0%

12.8%

-1.5%

-1.8%

-5.5%

-5.0%

-6.3%

-3.3%

-2.2%

-2.4% -1.0%

-3.0%

-7.7%

-2.6%

-0.4%

-1.8%

-8.2%

-0.3%

-0.8%

0.7%

5.5%

0.6%

4.4%

3.6%

7.3%

4.1%

6.4%

0.7%

9.5%

8.9%

2.7%

5.5%

7.3%

0.9%

3.3%

1.7%

0.5% 4.0%

2.9%

6.9%

1.3%

2.0%

0.9%

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Students of Color, 2019-20 to 2024-25Projected Change in High School Graduates

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© Copyright 2016. Knocking at the College Door.Western Interstate Commission for Higher Education

24.1%

12.5%

13.0%

26.6%

11.0%

11.8%

18.0%

19.9%

14.4%

30.6%

21.3%

22.4%

26.0%

17.1%

30.0%

13.6%

40.5%

21.2%

19.7%

15.6%

20.4%

11.1%

10.6%

12.6%11.3%

14.1%

16.0%

19.3%

12.2%

51.6%

23.6%

13.9%

13.7%

17.6%

21.2%

15.6%

42.2%

16.2%

-5.7%

9.1%

2.4%

8.4%

9.6%

8.7%

4.6%

9.8%

5.0%

5.7%

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New UG Students – Freshmen, Transfer, Domestic and Int’lby Academic Tier

Looming Birth Decline in 2026

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New UG Students – Freshmen, Transfer, Domestic and Int’lby Academic Tier

College Participation Expected to Decline

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New UG Students – Freshmen, Transfer, Domestic and Int’lby Academic Tier

The New Approach to College Decision Making

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New UG Students – Freshmen, Transfer, Domestic and Int’lby Academic Tier

Today’s Debt Adverse Family

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“The deadline for filling a class keeps getting pushed back.

Fifty-two percent of colleges did not meet their goals by July 1.

And only 37 percent achieved their goals by May 1.”

THE 2019 SURVEY OF ADMISSIONS LEADERS:

THE PRESSURE GROWS

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MODERN ENROLLMENT MANAGEMENT

1. FINANCIAL AID LEVERAGING 2. MARKETING 3. ADMISSIONS

IT WILL TAKE THE ENTIRE COMMUNITY

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Three elements must be present for a student to enrollImportant Considerations

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Students’ ability to pay

Students’ willingness to

pay

Strategic financial aid

plan

Enrolled students

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Factors Behind National Rise in Discount Rate – Public and Private

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Today’s Landscape – Trends in Financial Aid

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front door financialquality of product

Why Do Students Leave? Why Do They Stay?Keys to Student Retention Success

Single Greatest Opportunity to Grow Revenue!

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THE BIG QUESTIONS

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IN THE YEAR 2030, WHAT WILL YOUR ORGANIZATION SAY YOU DID IN 2020 TO

ENSURE STUDENT SUCCESS AND FINANCIALVIABILITY IN THE PAST DECADE?

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HERE IS WHAT US COLLEGES AND UNIVERSITIES ARE TALKING ABOUT….

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1. RE-THINK THE 4 YEAR UG EXPERIENCE IN EVERY WAY

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2. COLLABORATE WITH OTHER OTHER INSTITUTIONS IN BIGGER AND BOLDER WAYS

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3. BLURRING THE LINES BETWEEN COLLEGE AND WORK

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4. UNIVERSITY-WIDE EFFORTS TO ELEVATE THE CUSTOMER EXPERIENCE

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WHERE DO WE GO FROM HERE?

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IMPLICATIONS FOR INTERNATIONAL STUDENT RECRUITMENT…

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Questions?