2. How to strategically target IS (International Students) Case studies from University of Birmingham Sport Strategy Internal/External partnerships Actions

3. Social Course/Hall buddies Uni culture/location Own Culture Financial Family funding (50%) Self funding (25%) Loans/grants (25%) Education Study hours Level Future career/Family pressure

4. Barriers Internal Communication o Halls o International Office o EISU o Colleges Families o On campus o Lifestyle change o Independence o Academic/financial pressure Financial o Budget living o Ownership – parents/loans o Part-time job Continued engagement o One-off events o Feedback/survey o Contacts Cultural o Religion o Food/drink o Language o Social o Hobbies/activities External Communication o Pre-course material o Introduction to University life o Local groups/places of worship

5. 2008-09: Football festival 80+ entered Great awareness for University Sport – Pro vice Chancellor awarded medals Showcase – outdoor pitches during Intl Week Male orientated No measure of re-engagement 2009-10: Futsal festival 100+ entered Good links with Intl office Lead into Futsal Intra-mural league Male orientated Sport specific – culture specific? 2010-11: Mixed sports festival Better variety – female inclusion Bad communication between Intl office and Sport Only 10 people turned up Negative marketing?

6. o Linked with EISU (English for international students unit) o Set up “multi sports afternoons” – table tennis, basketball, badminton o Run by EISU volunteers o Regular 40+ numbers per week for 10 weeks Good way of introducing new students to the facilities Utilising “quiet” time during summer vacation Tested popular sports Created a routine – weekly activity

7. Determine what/when/how events can be offered: Sports events, taster sessions, cost, pre-term, vacation, family provision Meet with an International Events Group: Representatives from Guild, Accom, Colleges, EISU, Sport, Chaplaincy, ISAS Create a marketing strategy which involves all related departments – limits bombardment and confusion… “one stop shop” Update local media i.e. website/posters/social media Recruit volunteers Run the event and collect participant contact details for future engagement

8. International Office EISU (English for International Students Unit) Guild Office/VPS Guild Societies Marketing

9. Train sports staff in cultural awareness and inter-cultural communication Integrate planning & delivery with University Intl Office Consider range of activities attractive to intl students (including clubs) On-going provision through period of study Offer combination of mixed and culturally-specific groups Consider how to use sport to encourage intl student integration with the local community Cost: be clear on costs prior to arrival &/or consider adding annual fee to intl tuition fee

10. Consider design/content of web-site and use of peer-to-peer social media network around sport Offer mix of formal and informal activities Balance alcohol and non-alcohol events Promote benefits of volunteering Promotes integration with domestic students & local community Enhance employability Assists language, other skills and cultural awareness Offer incentives for participation e.g. certificates, plus emphasise the value to CVs

11. Catherine Adams Participation Development Manager c.a.adams@bham.ac.uk 0121 414 3781