International Educator - July/August 2015 - 52

INTERNATIONAL ENROLLMENT
NAFSA PUBLICATION

will provide a focus for recruitment and retention programs, and as such it needs to
be written down and revisited on a regular
basis to refresh and renew the institution's
response to a dynamic environment."
The first step in developing a risk
management strategy is to determine the
institution's risk profile. Consider the overall
international strategy and understand what's
happening in different markets. Look at the
links between the institution's international
strategy and the overall strategic plan. Are
global issues tied to learning and career outcomes? How broadly do staff and alumni
networks extend? What is the strength of
the study abroad program? What is the institution's financial standing and how strong
is recruiting in various markets?
Next, international enrollment professionals must evaluate their institution's
appetite for risk. How comfortable with
risk are administrators? Is the campus more
conservative or more entrepreneurial in na-

ture? Are key players slow to move or slow to
change? These are the types of characteristics
that build the institution's "risk profile." The
level of comfort with risk is neither good nor
bad. But having an understanding of where
the institution stands in terms of willingness
to take on risk will help determine action
steps and strategies.
Purdue University, for example, has a
large and competitive international pool of
applicants, even though the university's strategy is considered risk-averse, says Bryant
Priester, director of international admissions
and recruitment. Because of that conservative risk profile, most of the university's
international recruiting efforts are done inhouse-from overseas recruiting trips and
application review to website content creation. Priester trains all of the university's
international recruiters to ensure accurate,
consistent messaging. His department also
engages Purdue's expansive alumni network
to assist in recruiting activities.

ADVERTISER Index
INTER N AT I ON A L ED U C ATOR
a2 International
Education Fairs . . . . . . . . . . . . . . . .29

International Education
Fairs of Turkey (IEFT). . . . . . . . . . . 13

Akar Media . . . . . . . . . . . . . . . . . . . .33

NACES . . . . . . . . . . . . . . . . . . . . . . . . . 3

Ascension Benefits
& Insurance Solutions . . . . . . . . . . . .9

NAFSA elearning. . . . . . . . . . . . . . .43

California State University,
Northridge . . . . . . . . . . . . . . . . . . . . 31

NAFSA Strategic Retreat . . . . . . .47

College Year in Athens . . . . . . . . . . 19

NAFSA Management
Development Program. . . . . . . . . . 41

Cort Furniture . . . . . . . . . . . . . . . . . .11

NAFSA Call for Proposals . . . . . . 49

California State University,
Long Beach . . . . . . . . . . . . . . . . . . . . 7

Spring International
Language Center. . . . . . . . . . . . . . . 15

ELS Educational
Services . . . . . . . . . . . . . . . back cover

UCSB Extension. . . . . . . . . . . . . . . .53

ETS-TOEFL . . . . . . inside front cover

USAC: University
Studies Abroad Consortium . . . . 48

ETS-GRE . . . . . . . inside back cover
IES Abroad . . . . . . . . . . . . . . . . . . . . . 5

52  

| M AY + J U N E . 2 0 1 5

INTERNATIONAL EDUCATOR J U LY + AU G .15

Viatrix Viagens
e Turismo LTDA . . . . . . . . . . . . . . . . 18

International
Enrollment Management
Strategic Planning:
An Integrated Approach
Offering an integrated, holistic approach
to IEM, this PDF publication from
NAFSA includes input from a wide
variety of institutional stakeholders.
Each chapter highlights an important
aspect of creating and sustaining
a strategic IEM plan, including
planning, recruitment and retention,
understanding institutional mission and
priorities, and risk assessment.
Members: $4.99
Nonmembers: 5.99
Visit www.nafsa.org/publications

While Purdue's population of students
from China represents the largest undergraduate group on campus, the university
doesn't take on the financial risk of investing
recruiting dollars on mainland China.
"We're focused on building a diverse
international class, and we're focusing that
effort by going to other countries," Priester
says. "We simply don't need to recruit on
mainland China because of the sheer numbers of applications we already get from that
country. We have a competitive pool from
China without traveling to China."
Another important step in developing
a risk management strategy is to engage in
market research. Examine the global trends,
understand the competition, evaluate the
effectiveness of communication strategies,
and assess reputation and branding perceptions. What are the costs of recruitment,
and why are students choosing a particular
institution? Answers to these types of questions will provide evidence for the action
steps that will become part of the international enrollment strategy.
"This speaks a lot to the issue of armchair
recruiting," says Barrett. "You can recruit as
many students as you'd like from your armchair, but it doesn't help you understand
necessarily what's going on in the market.
And you can do a lot of research and test
the trend data, but there is no substitute for


http://www.nafsa.org/publications

Table of Contents for the Digital Edition of International Educator - July/August 2015

Degrees Without Borders
The Right Prescription for Internationalization
InBrief
Global Spotlight
Education Abroad
International Enrollment
View From Out Here
In Focus
International Educator - July/August 2015 - Cover1
International Educator - July/August 2015 - Cover2
International Educator - July/August 2015 - 1
International Educator - July/August 2015 - 2
International Educator - July/August 2015 - 3
International Educator - July/August 2015 - InBrief
International Educator - July/August 2015 - 5
International Educator - July/August 2015 - 6
International Educator - July/August 2015 - 7
International Educator - July/August 2015 - 8
International Educator - July/August 2015 - 9
International Educator - July/August 2015 - 10
International Educator - July/August 2015 - 11
International Educator - July/August 2015 - 12
International Educator - July/August 2015 - 13
International Educator - July/August 2015 - 14
International Educator - July/August 2015 - 15
International Educator - July/August 2015 - Global Spotlight
International Educator - July/August 2015 - 17
International Educator - July/August 2015 - 18
International Educator - July/August 2015 - 19
International Educator - July/August 2015 - Degrees Without Borders
International Educator - July/August 2015 - 21
International Educator - July/August 2015 - 22
International Educator - July/August 2015 - 23
International Educator - July/August 2015 - 24
International Educator - July/August 2015 - 25
International Educator - July/August 2015 - 26
International Educator - July/August 2015 - 27
International Educator - July/August 2015 - 28
International Educator - July/August 2015 - 29
International Educator - July/August 2015 - 30
International Educator - July/August 2015 - 31
International Educator - July/August 2015 - 32
International Educator - July/August 2015 - 33
International Educator - July/August 2015 - The Right Prescription for Internationalization
International Educator - July/August 2015 - 35
International Educator - July/August 2015 - 36
International Educator - July/August 2015 - 37
International Educator - July/August 2015 - 38
International Educator - July/August 2015 - 39
International Educator - July/August 2015 - 40
International Educator - July/August 2015 - 41
International Educator - July/August 2015 - 42
International Educator - July/August 2015 - 43
International Educator - July/August 2015 - Education Abroad
International Educator - July/August 2015 - 45
International Educator - July/August 2015 - 46
International Educator - July/August 2015 - 47
International Educator - July/August 2015 - 48
International Educator - July/August 2015 - 49
International Educator - July/August 2015 - International Enrollment
International Educator - July/August 2015 - 51
International Educator - July/August 2015 - 52
International Educator - July/August 2015 - 53
International Educator - July/August 2015 - View From Out Here
International Educator - July/August 2015 - 55
International Educator - July/August 2015 - In Focus
International Educator - July/August 2015 - Cover3
International Educator - July/August 2015 - Cover4
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