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

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

3. The “4 P’s” Product Price Place Promotion

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

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

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

7. Planning and Implementation Director Office support Services & advising Recruitment

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

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

10. P&I 3: Retention Involvement Programs Services

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

12. 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

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

14. 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

15. 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