Measuring return on investment in international student recruitment
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Measuring Return on Investment in International Student Recruitment. Measuring ROI in International Recruitment | [email protected] Cheryl Darrup-Boychuck Owner and Chief International Education Officer USjournal.com, LLC [email protected]

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Measuring Return on Investment in International Student Recruitment

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Measuring return on investment in international student recruitment

Measuring Return on Investment in International Student Recruitment

Measuring ROI in International Recruitment | [email protected]

Cheryl Darrup-Boychuck

Owner and Chief International Education Officer

USjournal.com, LLC

[email protected]


Brief history of international student recruitment

Brief History of International Student Recruitment

Then: No need for metrics

How can you possibly measure the value of international students on campus, with dollar signs?

Now: Show me the numbers

Deans of Admission have morphed into

Vice Presidents of Enrollment Management

Soon: More “stealth applicants”

Increasingly, your first contact with a prospective student is their online application.

Measuring ROI in International Recruitment | [email protected]


Stealth applicants

“Stealth” Applicants

  • Students applying without prior contact

  • Introduced into database as “applicant”

  • Traditional enrollment funnel dissolving

  • Accept lack of complete control of your institutional message

Measuring ROI in International Recruitment | [email protected]


International enrollment management

“International Enrollment Management”

Nurture Connections with

  • Domestic Admissions

  • Particular Academic Departments

  • Alumni and Development Office

  • Current International Students

  • Senior International Officers

    Identify Recruitment Strategy

  • Target particular countries and language markets

  • Incentives for countries not currently represented

Measuring ROI in International Recruitment | [email protected]


International enrollment management1

“International Enrollment Management”

Resource Management

  • Manage limited resources

  • Define metrics and collect data

  • Analyze the costs and benefits of specific initiatives

  • Measure Return on Investment

    Deliberate and Intentional Approach

  • Integrated effort to maximize impact

    ROI Metrics potentiate IEM

Measuring ROI in International Recruitment | [email protected]


Studying roi corporate world vs higher education

Initial Investment vs Subsequent Profits

Recruiting Expenses vs Profits, where Profits = Tuition

– Cost of Instruction

+ Expected Donations

Flaw: Tuition < Cost of Instruction,

so Profits are usually negative

Studying ROI:Corporate World vs Higher Education

Measuring ROI in International Recruitment | [email protected]


Simple roi formula

Simple ROI Formula

-- Cost of Recruitment

+ Tuition and Fees Generated

-----------------------------------------

Return on Investment

Measuring ROI in International Recruitment | [email protected]


Marketing cost per student

Marketing Cost per Student

MCPSi = Emt / St

MCPSd = Emt / St

Emt = Total marketing expense in

time period “t”

St = Total students enrolled in

time period “t”

Measuring ROI in International Recruitment | [email protected]


Nacac admission trends survey

Average cost per enrolled student,

based on domestic recruitment (2008)

$2,895 = Private institutions

$2,366 = Overall average

$1,002 = Public institutions

NACAC Admission Trends Survey


Cost applicant 578 admitted 836 enrolled 2 366

Cost

Applicant $ 578.

Admitted$ 836.

Enrolled$2,366.

Domestic Admissions Yield

Measuring ROI in International Recruitment | [email protected]


Measuring return on investment in international student recruitment

Measuring ROI in International Recruitment | [email protected]


Measuring return on investment in international student recruitment

Measuring ROI in International Recruitment | [email protected]


Cpl tac tlg cpl cost per lead tac total advertising cost tlg total leads generated

CPL = TAC / TLG

CPL = Cost per Lead

TAC = Total Advertising Cost

TLG = Total Leads Generated

Cost per Lead

Measuring ROI in International Recruitment | [email protected]


Engaging agents initial costs must be greater than zero

-- Cost of Developing a Relationship

-- Commissions Paid+ Student(s) Tuition

+ Student(s) Fees

-------------------------------------------------------- Return on Investment

Skipping the relationship part

may result in very negative consequences.

Engaging Agents: Initial costs must be greater than zero

Measuring ROI in International Recruitment | [email protected]


G m s i s l g m market growth s i student increase this year s l student increase last year

Gm = SI / SL

Gm = % market Growth

SI = Student increase this year

SL = Student increase last year

Market Growth

Measuring ROI in International Recruitment | [email protected]


Measuring return on investment in international student recruitment

Rmi = Ri / ΣRt

Rmi = Revenue contribution for “i”

Ri = Revenue from segment “i”

ΣRt = Revenue from all segments

Revenue Contribution

Measuring ROI in International Recruitment | [email protected]


Multivariate likelihood function to predict customer behavior

Multivariate Likelihood Function to Predict Customer Behavior

Measuring ROI in International Recruitment | [email protected]


Next steps

Next Steps

  • Collaborate with Domestic Admissions

    • Define consistent parameters

  • Recognize the complexity of international student recruitment, along with its quantifiably elusive factors

  • Compare initial investment with revenue generated from that initiative

  • MCPS = Emt / St

  • CPL = TAC / TLG

Measuring ROI in International Recruitment | [email protected]


Better roi metrics

Better ROI Metrics

Decide which metrics are appropriate, and include specific parameters for each

Establish long-term policies for tracking and reporting

Always be prepared to present your data, but insist on annual meetings with those who hold the purse strings

Measuring ROI in International Recruitment | [email protected]


Measuring return on investment in international student recruitment1

Measuring Return on Investment in International Student Recruitment

Measuring ROI in International Recruitment | [email protected]

Cheryl Darrup-Boychuck

Owner and Chief International Education Officer

USjournal.com, LLC

[email protected]


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