2. What we know
A framework for this discussion
What we can learn / What we wish we knew
How we approach this
Discussion Topics
3. This is about an approach to marketing
• Marketing strategy
• Marketing processes and tactics
• Messaging
This is NOT about politics
• Not about gloating or commiserating
• Not about providing therapy (which we likely all need, regardless of the election results)
Everyone gets
• Opportunity to ask questions along the way (they will be moderated by Elaine)
• This slide deck as a pdf
• Link to recording of this webinar (let’s hope I don’t say anything that gets me in trouble)
Discussion Framework
4. What we know
What we can learn / What we wish we knew
How we approach this
Discussion Topics
A framework for this discussion
16. External Sources
• IIE Open Doors
• Google Analytics
• Linked In
• iGraduate International Student & Agent Barometer – Benchmarking
Internal Sources
• Admitted Not Enrolled Survey – helps identify target messaging
• International Student Focus Groups
• Tracking Incomplete Applications – helps convert previously engaged leads
• Lead Engagements (international fair leads and email campaign open rates
and click rates) – helps identify best engagement marketing
Use Data
17. Racial violence against Indian students in Australia became national news in 2009-2010.
600,000 international students became 485,000 between 2009-2012
The ICEF Monitor captured the fall out in an article in October 2012 and it wasn't pretty:
The sector’s downturn has also been expressed in these forecasts:
• 27,000 jobs lost including 7,300 in educational institutions and college collapses
• 23% fewer students in 2013 compared to 2009
•The value of education as an export down by 22% in 2013 since 2009
•A bottoming out of the sector at AUS $14 billion in 2013 from a high of AUS $18 billion in 2009
Be Informed and
Plan for Success in the Face of Challenges
18. Australia’s Recovery
~ 645,000 international students today
Primary Actions Taken:
Streamlined visa processes
Improved job eligibility
Investment in foreign university partnerships
20. Political Influences
Less likely
to study in the U.S.
if candidate is elected…
60.0%3.8%
40,442 Responses 7 Days
Students from 118 countries answered the survey, resulting in
Impact of U.S. Presidential election
21. Political Influences
Loss of annual
financial contribution of
international students
$300 million $4.75 billion
IIE estimated per student annual impact on U.S. economy: $31,600
250,000 new international students projected for 2016/17
Impact of U.S. Presidential election
Potential
economic impact
22. Political Influences
Thailand 24.6% TRUMP
Thailand 7.4% CLINTON
Mexico 79.8% TRUMP
Mexico 4.2% CLINTON
Average: 3.8%
==
Average: 59.5%
Less likely
to study in the U.S.
if candidate is elected…
Impact of U.S. Presidential election
23. Political Influences
Impact of U.S. Presidential election
Mexico
HRC: 4.2%
DJT: 79.8%
Colombia
4.5%
66.5% Venezuela
2.8%
63.5%
Ecuador
4.9%
69.8%
Brazil
2.8%
49.2%
Panama
2.8%
60.6%
Chile
3.7%
59.8%
Argentina
1.7%
53.6%
==
Less likely
to study in the U.S.
if candidate is elected…
24. Political Influences
India
HRC: 5.4%
DJT: 38.7%
==
Vietnam
4.1%
40.4%
Philippines
4.6%
57.8%
Malaysia
8.5%
50.9%
Indonesia
6.6%
48.1%
Thailand
7.4%
24.6%
Impact of U.S. Presidential election
Less likely
to study in the U.S.
if candidate is elected…
25. What we know
A framework for this discussion
What we can learn / What we wish we knew
How we approach this
Discussion Topics
26. What we know
A framework for this discussion
How we approach this
Discussion Topics
Operational
Strategic
Immediate needs
Marketing approach, messaging, timing
27. • Evaluate financial realities with senior leadership
• Take steps to align internal stakeholders
• Proactively get involved in advocacy
Strategic
28. • Set up international student scholarships
• Invest more in international student services
Operational
29. • Timing – Be sure your marketing appears authentic
compared to national news
• Find promotion partners / form coalitions to tell the
positive stories
• Segment your international audiences – invest in
areas that are most promising for your institution
Marketing Approach
30. Marketing Approach – Messaging
• Fine tune your international student messaging
• Consider your parent messaging – a critical
audience
• Focus on academic program messaging given the
new pro-business climate
31. Immediate Needs – Talking Points
• Denial in the face of news coverage is a non-starter.
Inauthentic won’t work with student audiences.
• Confirm your campus is a safe place to live and
study.
• Focus on the academic and career advantages your
institution provides. This has not changed.
• Tell the positive stories about international students
and share them broadly. Use video.
32. What we know
A framework for this discussion
What we can learn / What we wish we knew
How we approach this
Discussion Topics
33. Submit Your Questions
We will launch our next survey to the FPPEDUMedia
database of 1.2M+ prospective international students.
What questions would you like to see answered?
Send them to info@intead.com by 11/21/16.