Marketing International Education AWISA January 2008 Ross Jennings VP – International Programs Green River Community College

The Three “Secrets” Take care of people –Students –Partners –Each other Keep shooting Never give up

The “4 P’s” Product Price Place Promotion

Your Product Define, Simplify, Shape Magic number is 3 Advantages & Parities Competition: high road

Your Internal Environment Leadership support & expectations Campus climate Programs Budget Staff Systems Static or dynamic?

Goals Who sets them? Hard goals –$ –Number of students Soft goals –Exchanges –Study abroad –“Culture” Value to school 1 & 5 year parameters

Planning and Implementation Director Office support Services & advising Recruitment

P&I1: Programs Saleable Programs New programs or facilities you would like –Realistic –Unrealistic English

P&I 2: Recruitment Strategies Countries & regions Armchair Fairs Advertising Agents Schools Web Other

P&I 3: Retention Involvement Programs Services

P&I 4: Budget & Measurement Budget –ROI –Static vs dynamic –Conservativism Measurement –Recruitment –Retention

What to Measure Recruitment (by qtr) –Applications –% Apps to I-20s –% I-20s to enrollments –New students –IESL/academic –Visa denials –Housing choices –By country Retention (by qtr) –1 st quarter escapes –Returning students –Retention/attrition –Students in activities

Indirect Allies Government organizations –Local/US –Abroad Companies NGOs Friends in the community Friends abroad

Create your own Department Vision and plan –Targets –Inputs (money, staff) –Entrepreneurial Sell plan to boss Sell plan to college Go for the long haul Love your students Work your ass off

Lessons Learned Take care of people Make mistakes Learn from them Steal good ideas Share your own (from an ex-paranoid) No magic bullets Balance new & old Setbacks will come Go for the long haul