International Educator - January/February 2018 - 35

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work to support and nurture the international students who enroll, with one effect
being that they report back to friends and
relatives, "Hey, I've had a great experience
here," Wymer says. These strategies have
helped SDSU double its international student population in the last five years.
To get international students to find
their way to its relatively remote location in
Central Michigan, Alma College capitalizes on several unique programs. Having
one of the most highly regarded Model UN
programs in the United States, for example,
gives it a niche to attract students worldwide who may already have Model UN
experience. The school's strengths in the
Scottish arts are another niche, attracting
students interested in Scottish heritage.
Among many other strategies, Alma
also seeks to recruit among international
students that are enrolled in high schools in
the United States.

Pragmatic Approach
When talking with prospective students
and their parents, Jim Crawley, Alma's
director of global recruitment and partnerships, takes a pragmatic approach.
Knowing that many students have their
eyes on prominent institutions, he applauds
their aspirations but also reminds them that
only so many students get into top-ranked
schools. That gives him an opportunity to
extol Alma's virtues. "Smaller or unknown
schools have to be okay with being a student's second or third choice," he says. "It's

not a bad thing to be second to Harvard or
the University of Michigan."
Technology can help lesser-known
schools compete with brand-name institutions. "Part of branding an unknown name
or globalizing that brand is, frankly, making
sure people hear about us," Edmond says.
"Predominantly for us, it's been through
social media." Edmond has invested time in
researching which social media platforms
are preferred in different countries and how
best to use those channels. Similarly, she
says, developing a strong landing page for
ONU's website in China gives the school
visibility that it might not get in a venue like
a recruitment fair.
"Students rely heavily on research to
make the determination about where they
are going to study. So the biggest challenge
is just making sure that you show up in the
research they're doing," says Paul Schulmann,
research manager at World Education
Services. "It's important for institutions to be
present on platforms that students are using
to search for information on universities."
"I think universities that don't have
name recognition have to find what their
niche markets are," Wymer says. "That's
what we've tried to focus on as we're
breaking into new markets. We find that
name recognition matters without question, but it doesn't matter to the point
where you can't be successful." n
STEPHEN G. PELLETIER is a freelance writer in
the Washington, D.C., area.

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J A N.+ F E B .18 INTERNATIONAL EDUCATOR

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Table of Contents for the Digital Edition of International Educator - January/February 2018

From the Desk of
Frontlines
In Brief
Global Spotlight: Malaysia
Quick Questions
Feature: Recruiting Farther Upstream: U.S. Institutions Are Exploring New Opportunities Among International High School Students
Feature: CASE STUDY: The Business of Global Engagement
Feature: Middle Class Rising: As the Number of Families with Discretionary Income Grows, So Do Prospects for More International Students
Education Abroad
International Student Affairs
International Enrollment
International Education Leadership
Forum
In Focus
Feature: Minimizing Risk, Maximizing Results
Advertiser Listings & Index
International Educator - January/February 2018 - BB1
International Educator - January/February 2018 - BB2
International Educator - January/February 2018 - Cover1
International Educator - January/February 2018 - Cover2
International Educator - January/February 2018 - 1
International Educator - January/February 2018 - 2
International Educator - January/February 2018 - 3
International Educator - January/February 2018 - 4
International Educator - January/February 2018 - 5
International Educator - January/February 2018 - 6
International Educator - January/February 2018 - 7
International Educator - January/February 2018 - From the Desk of
International Educator - January/February 2018 - Frontlines
International Educator - January/February 2018 - In Brief
International Educator - January/February 2018 - 11
International Educator - January/February 2018 - 12
International Educator - January/February 2018 - 13
International Educator - January/February 2018 - Global Spotlight: Malaysia
International Educator - January/February 2018 - 15
International Educator - January/February 2018 - Quick Questions
International Educator - January/February 2018 - 17
International Educator - January/February 2018 - Feature: Recruiting Farther Upstream: U.S. Institutions Are Exploring New Opportunities Among International High School Students
International Educator - January/February 2018 - 19
International Educator - January/February 2018 - 20
International Educator - January/February 2018 - 21
International Educator - January/February 2018 - Feature: CASE STUDY: The Business of Global Engagement
International Educator - January/February 2018 - 23
International Educator - January/February 2018 - 24
International Educator - January/February 2018 - 25
International Educator - January/February 2018 - Feature: Middle Class Rising: As the Number of Families with Discretionary Income Grows, So Do Prospects for More International Students
International Educator - January/February 2018 - 27
International Educator - January/February 2018 - 28
International Educator - January/February 2018 - 29
International Educator - January/February 2018 - Education Abroad
International Educator - January/February 2018 - 31
International Educator - January/February 2018 - International Student Affairs
International Educator - January/February 2018 - 33
International Educator - January/February 2018 - International Enrollment
International Educator - January/February 2018 - 35
International Educator - January/February 2018 - International Education Leadership
International Educator - January/February 2018 - 37
International Educator - January/February 2018 - Forum
International Educator - January/February 2018 - 39
International Educator - January/February 2018 - In Focus
International Educator - January/February 2018 - Cover3
International Educator - January/February 2018 - Cover4
International Educator - January/February 2018 - SCover1
International Educator - January/February 2018 - SCover2
International Educator - January/February 2018 - S3
International Educator - January/February 2018 - Feature: Minimizing Risk, Maximizing Results
International Educator - January/February 2018 - S5
International Educator - January/February 2018 - S6
International Educator - January/February 2018 - S7
International Educator - January/February 2018 - S8
International Educator - January/February 2018 - S9
International Educator - January/February 2018 - Advertiser Listings & Index
International Educator - January/February 2018 - SCover3
International Educator - January/February 2018 - SCover4
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http://www.nxtbook.com/nxtbooks/nafsa/ie_20150102
http://www.nxtbook.com/nxtbooks/nafsa/ie_20141112
http://www.nxtbook.com/nxtbooks/nafsa/ie_20140910
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http://www.nxtbook.com/nxtbooks/nafsa/ie_20140102
http://www.nxtbook.com/nxtbooks/nafsa/ie_20131112
http://www.nxtbook.com/nxtbooks/nafsa/ie_20130910
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http://www.nxtbook.com/nxtbooks/nafsa/ie_20130102
http://www.nxtbook.com/nxtbooks/nafsa/ie_20121112
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http://www.nxtbook.com/nxtbooks/nafsa/ie_20111112
http://www.nxtbook.com/nxtbooks/nafsa/ie_20110910
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http://www.nxtbook.com/nxtbooks/nafsa/ie_20110506
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http://www.nxtbook.com/nxtbooks/nafsa/ie_20110102
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