International Educator - July/August 2018 - 28

Shift Investments
Colleges and universities
across the United States are
also reallocating resources
to prioritize face-to-face
communication, particularly among the students
most likely to attend.
Temple University held
admitted student events
in seven different countries
this spring, including Brazil,
Vietnam, Taiwan, and South Korea.
During these events, prospective
students and parents meet face-to-face
with officials, alumni, and parents of current students, as well as Skype with current students
on campus.
Jessica Sandberg, director of international admissions at Temple, admits that the high yields from the
events represent a bit of a chicken-and-egg question
because the admitted students who attend are already
leaning toward attending. Nonetheless, Temple has
increased the number of these events from just one in
China several years ago to multiple cities in China and
India, as well as in emerging markets.
"Being able to go out in person makes a big statement about our commitment," Sandberg says.
At the same time, controversies about working with
education agents for recruitment continue to abate.
According to surveys conducted by World Education
Services, more than 20 percent of students worldwide
use agents, as do about a third of U.S. institutions,
according to Ian Wright, director of partnerships.
28  

INTERNATIONAL EDUCATOR J U L + AU G . 2018

The issue that remains, however, is finding the
agencies that align with institutional values and best
practices. At CU Denver, agents' commission structure is
focused on retention over at least two semesters, according to Kacenga. The longer-term commission structure
helps to deter a focus on quantity over qualified students.

Make Data-Driven Decisions
Investments in new regions and strategies can strain
institutional budgets, so growing numbers of institutions are embracing data analysis and business intelligence systems focused on the return on investment
(ROI) of recruiting.
Starting in 2014, CU Denver began analyzing different engagement strategies, including virtual platforms,
social media, and campus visits, in order to answer the
question of ROI on specific recruitment tactics.
"We realized we could not say $10 spent on this platform resulted in five additional students because these
students engaged in several modalities," Kacenga says.
But by tracking expenditures and student touchpoints
over time through surveys and focus groups, CU Denver
now has a much clearer picture about what engagement
efforts work best-even if the students don't.
"Word of mouth is the primary reason that our
students say they decide to come to our institutions,"
Kacenga says. "We can see with our data all the pieces
coming together to have them think it was word of
mouth. A lot of work went into that."
At CU Denver, which attracts students from 75
countries, data have indicated that students who enroll
are more likely to engage with at least two, and often
more, modalities, according to Kacenga. "We need a
diverse portfolio to attract these students," he says.

COURTESY CU DENVER (2)

CU Denver analyzed different
recruitment strategies to see
which efforts were most effective
in drawing international students
to its campus.



Table of Contents for the Digital Edition of International Educator - July/August 2018

From the Desk of
In Brief
Global Spotlight: Brazil
Quick Questions
Feature: A Shock to the System
Feature: Something Old, Something New
Feature: Building on Strengths
Feature: Weathering the Storm
Education Abroad
International Student Affairs
International Enrollment
International Education Leadership
Forum
In Focus
International Educator - July/August 2018 - Cover1
International Educator - July/August 2018 - Cover2
International Educator - July/August 2018 - GF1
International Educator - July/August 2018 - GF2
International Educator - July/August 2018 - GF3
International Educator - July/August 2018 - 2
International Educator - July/August 2018 - 3
International Educator - July/August 2018 - 4
International Educator - July/August 2018 - 5
International Educator - July/August 2018 - 6
International Educator - July/August 2018 - 7
International Educator - July/August 2018 - From the Desk of
International Educator - July/August 2018 - In Brief
International Educator - July/August 2018 - 10
International Educator - July/August 2018 - 11
International Educator - July/August 2018 - 12
International Educator - July/August 2018 - 13
International Educator - July/August 2018 - 14
International Educator - July/August 2018 - Global Spotlight: Brazil
International Educator - July/August 2018 - Quick Questions
International Educator - July/August 2018 - 17
International Educator - July/August 2018 - Feature: A Shock to the System
International Educator - July/August 2018 - 19
International Educator - July/August 2018 - 20
International Educator - July/August 2018 - 21
International Educator - July/August 2018 - 22
International Educator - July/August 2018 - 23
International Educator - July/August 2018 - Feature: Something Old, Something New
International Educator - July/August 2018 - 25
International Educator - July/August 2018 - 26
International Educator - July/August 2018 - 27
International Educator - July/August 2018 - 28
International Educator - July/August 2018 - 29
International Educator - July/August 2018 - 30
International Educator - July/August 2018 - 31
International Educator - July/August 2018 - Feature: Building on Strengths
International Educator - July/August 2018 - 33
International Educator - July/August 2018 - 34
International Educator - July/August 2018 - 35
International Educator - July/August 2018 - 36
International Educator - July/August 2018 - 37
International Educator - July/August 2018 - Feature: Weathering the Storm
International Educator - July/August 2018 - 39
International Educator - July/August 2018 - 40
International Educator - July/August 2018 - 41
International Educator - July/August 2018 - 42
International Educator - July/August 2018 - 43
International Educator - July/August 2018 - Education Abroad
International Educator - July/August 2018 - 45
International Educator - July/August 2018 - 46
International Educator - July/August 2018 - 47
International Educator - July/August 2018 - International Student Affairs
International Educator - July/August 2018 - 49
International Educator - July/August 2018 - International Enrollment
International Educator - July/August 2018 - 51
International Educator - July/August 2018 - International Education Leadership
International Educator - July/August 2018 - 53
International Educator - July/August 2018 - Forum
International Educator - July/August 2018 - 55
International Educator - July/August 2018 - In Focus
International Educator - July/August 2018 - Cover3
International Educator - July/August 2018 - Cover4
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