Non-EU Student Recruitment – Conversion and Retention Enda Carroll Assistant Director – Americas and Study Abroad UCD International With Panel: Una Watkins, Assistant Director International Student Recruitment Lorraine Woods, Regional Manager (South Asia) Deirdre Healy, Regional Manager (Asia Pacific) Bei Gao, Regional Manager (China) Aisling Tiernan, Regional Manager (Middle East & North Africa)

Overview: Learn how UCD communicate to potential students at every key touch point after application (and how this differs for students in key markets of US, South East Asia, China, India, & Middle East) What factors impact conversion e.g. funding, immigration permissions, perceived 'opportunity cost' of choosing one institution over another

Student Conversion There are two main stages to conversion: encouraging offer holders to accept their offer  encouraging offer holders to register at the University Annual central conversion campaign to support Colleges and Schools with specific conversion activity. The conversion campaign: keeps prospects engaged throughout the application process allows us better insight in prospects decision making process and allows us to build a strong early relationship with students which supports ongoing retention and success. Effective delivery of key messages and a high quality of engagement with enquirers and applicants is critical.

Context: International Student Recruitment Cycle Promotion   Submission of application Application Offer issued Conversion Commitment On-boarding Registration/ Arrival Awareness Raising Contact On–course (Careers/ Alumni) Post–course Graduation

Key ‘Call to Actions’ Commit to UCD - Accept Offer Apply for Major Scholarships Pay Fees Apply for Visa (if required) Offer Holder Events; Pre-Departure Information sessions

Key Dates Applicant Decision Deadlines (Varies by market, always May 1st for US UG) Scholarship Award Dates 8-Week Marker for Visas Processed through Dublin 3-Week Rule for Visas Processing in China & India Application for On-campus Accommodation Start of Orientation Start of Teaching Term

Reporting (tracking conversion) No. Enquiries No. Leads No. Applicants No. Offer Holders No. Accepts No. with Deposit Paid No. Paying Fees (>€,5,500) No. Advising Visa Status No. Registered YoY … for all students & by channel type As well as: No. Students attending UCD Events No. Students opening UCD emails No. Students accessing the Incoming Student Portal

Channels used by UCD International Email: direct enquiry management & CRM automated emails Telephone: Global Centres available to speak to students and their parents in their own time zone. Student Calling Campaign Online: Incoming Student Portal, Google Hangouts, SKYPE Publications: e.g. Undergraduate Offer Pack, Graduate Offer Pack, Parents’ Guide, International Student Handbook etc. Social Media: FB, Twitter, Weibo In-Country Activity: e.g. 1:1 meetings – e.g. in USA Federal Aid Consultations; Offer Holder Events; Pre-Departure Information sessions

What Can You Do? Incoming Student Portal Allows for key messages and communications to be shared (or stored). The main advantages of these pages is that it allows us to pre-load with relevant content / target specific audiences – to effectively ‘on-board’ On-boarding can be different for specific regions, countries which allows us to target specific learning and content at exactly the right audience, creating a more personal experience Very useful where Programme Offices/ Graduate Administrators need to build a sense of community with their students and alert students to actions which need to be completed.

What Can You Do? Targeted E-mails Google Hangouts Review your content at a Programme/ School level to offer holders and accepted students Map what communications you have with students before the start of term – is there an opportunity for students to prepare for their first week of studies? Google Hangouts Consider inviting all offered students to a Google Hangout where they can meet with Programme lecturers and learn more about the Programme they will be taking (what is the Programme Director’s expectations? What can the student expect of UCD?) Social Media Engagement Share School news stories and student testimonials

Student Retention What can you do? Be aware of students who are finding it hard to settle in and reach out to them directly or connect them with the College Student Advisor/ International Student Advisor Alert VPI to any requests for Non-EU Student Withdrawal Requests Consider Organising: Post-Orientation Events (Programme/ School or College level) Email from Programme Director /HoS /Student Advisor / VPI reaching out to students