Institutional Assessment Deborah Knaust Developing a Marketing Plan Eleni Hoffhines

1. Recruitment Planning 101 Institutional AssessmentDeborah KnaustDeveloping a Marketing PlanEleni Hoffhines St. Paul, Minnesota

2. Institutional Assessment Some ideas and information were taken from the NAFSA Management Development Program, May 2004. Reinforce your strengths and transform your weaknesses Consider:

3. Look at your current situation • International Student enrollment At the University of St. Thomas: 314 Graduate 62 Undergraduate 52 on OPT 428 total for Fall 2004 • Countries represented At the University of St. Thomas: 76 countries represented, the Top 5 countries are: • India • Nepal • P.R. China • Bangladesh • Pakistan

4. Look at your current situation • How students learn about your institution At the University of St. Thomas: • Word of mouth (Friends, family, colleagues, etc.) • Personal visits from International Admissions Office • Website (University and office) • Faculty interactions (research and volunteer projects) • Exchange Students • Other • Other things to consider • Application process / fee / deadlines • Campus reputation, culture and other related issues • Unique issues at your institution

5. Evaluate your situation using SWOT with a twist • SWOT with an Environmental Scan • Strengths • Weaknesses • Opportunities (Current and Potential) • Threats (Current and Potential)

6. Environmental Scan • Environmental Scan– can be focused on large scale-events removed from the school such as the passage of legislation or campus events such as a change in personnel, a new admissions policy or a change in the availability of housing. • To make the concept more workable, you can break the “Environment” into 11 categories (based on Egan, G. 1993).

7. Physical Environment Social Needs Global Trends & Events Political Environment Environment Emerging Technology Institution International Education Trend Government Changing Demographics Economy Competitors 11 Environment Categories Institution International Education Trends Global Trends & Events Government Social Trends Economy Physical Environment Changing Demographics Political Climate Competitors Emerging Technology

8. Why an Environmental Scan? • If your office/department is in need of strategic focus and direction, an environmental scan is a useful way to begin. • Environmental scans are an effective means by which you can communicate the big picture to senior administrators. • Conducting an environmental scan could provide helpful context to accompany budget requests. • As an internal exercise, conducting an environmental scan is a good way for you to pull your thoughts together in an annual updating of your program’s strategy.

9. Example SWOT and Environmental Scan • Institution – Example from the University of St. Thomas • Strengths: Reputation in Midwest Location Legacy / Word of mouth very strong Strong Exchange Student Agreements Personal attention for students • Weaknesses: Location Few International Student Scholarships Tuition costs are higher than other nearby schools Recent budget cut-backs - difficult to do more with less Changes in College of Business – transition

10. Example SWOT and Environmental Scan • Institution – Example from the University of St. Thomas • Opportunities (Current and Potential): ELS Language Center located on our campus New residence hall being built Downtown MPLS campus expanding – Entrepreneurial Building Capital Campaign to begin (possibly more $$ for scholarships) Changes in College of Business – accreditation Law School – increase in International Students enrollment • Threats (Current and Potential): Tuition costs are high – predicted to continue to rise in the future Other nearby schools have more scholarships for Int’l Students

11. ELS Language Center Recruiting • Visit ELS Language Center classes each month at the start of new program. • Give brief overview of St. Thomas and academic programs • Advantage of this recruitment strategy is students are already on campus. • Send notes after visit to students who indicated an interest. • Offer a scholarship ELS UST

12. Community College Recruiting • Attend Community College Fairs in collaboration with our Undergraduate Admissions office. • Send notes to students who indicated interest in St. Thomas. • About a week later send application packet • Advantage of community college visits is students are already in the U.S. • Offer a scholarship ELS UST

13. Hobsons • Contracted in August with Hobsons for one year to advertise on their website and in two of their magazines, Latin America and Asia • Receive weekly spread sheets with names of students who are inquiring • Send application packets

14. Local High Schools • Collaborate with undergraduate admissions counselors to visit local high schools and meet with high school counselors and international students. • Advantage is that students are already here. UST

15. Embassy Visits • Visit Embassy and meet with officials to establish relationships UAE OMAN KUWAIT BAHRAIN SAUDI ARABIA