1. 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)

2. 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

3. 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.

4. 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

5. 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

6. 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

7. 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 s
No. Students accessing the Incoming Student Portal

8. Channels used by UCD International
direct enquiry management & CRM automated s
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

9. 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.

10. 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

11. 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)
from Programme Director /HoS /Student Advisor / VPI reaching out to students