2010 CIsynergy presentation
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This document summarizes a presentation about conducting research on recruiting students from India. It discusses: 1) Past research on over 286,000 international applicants which provided insights but showed declines in students from India choosing Canada over other countries. 2) Exploratory data on 211 Indian applicants that showed most interested in engineering, business, and use of websites and viewbooks for information. 3) An opportunity for partners to participate in an ongoing research study of students and influencers in India to guide recruitment and measure effectiveness. The research aims to help reduce costs and focus resources for recruiting students from India.
2010 CIsynergy presentation
- 1. Research Insights to Enhance Recruitmentof Students from IndiaKen SteeleSenior Vice-President, Education MarketingSynergy 2010 ConferenceSept 2010 | Toronto ON
- 2. Ken Steele | International Student Consumer ResearchCopyright 息2010 Academica Group Inc.Why Conduct Consumer Research?
- 3. UCAS - 14 years now>286,000 college and university applicants>350 data points>100 institutions have participated
- 4. Measure Tactical ImpactUCAS Applicant StudyCopyright 息2008 Academica Group Inc.
- 5. Benchmark Effectiveness UCAS Applicant StudyCopyright 息2008 Academica Group Inc.
- 6. Gather Brand Perceptions2008 UCAS Applicant Study Copyright 息2008 Academica Group Inc.
- 7. Map Competitor BrandsExcellenceTeachingSocialAffordableResearchTraditionInnovationEmerging Trends in Canadian PSECopyright 息2008 Academica Group Inc.
- 8. Identify Perceived StrengthsUCAS Applicant StudyCopyright 息2008 Academica Group Inc.
- 9. Assess Market ShareUCAS Applicant StudyCopyright 息2008 Academica Group Inc.
- 10. Monitor Trends over TimeUCAS Applicant StudyCopyright 息2008 Academica Group Inc.
- 11. Quantitative Data is Reliable, ActionableInstitutions have honed scholarship strategy, brand differentiation, capital investments, program offeringsIdentify Target MarketsMeasure Recruitment ROIFocus Marketing Messages
- 12. Source: OECD, UNESCO Institute for Statistics
- 13. Student Recruitment from IndiaIn 2008:Australia 96,739 (40% increase)US 94,563Canada 6,937 (45% decrease)Canada attracted 5% of Indian students abroad in 2003; in 2008 just 2.7%International Student Consumer ResearchCopyright 息2009 Academica Group Inc.
- 14. Ken Steele | International Student Consumer ResearchCopyright 息2010 Academica Group Inc.So, Why Conduct Consumer Research?Because we could do better!
- 15. Ken Steele | International Student Consumer ResearchCopyright 息2010 Academica Group Inc.Exploratory Data on Indian Applicants
- 16. What can the 2010 UCAS tell us?Surveyed 286,000 applicants to >50 Canadian colleges and universities>4,000 university applicants with South Asian ethnicity (East Indian, Pakistani, Punjabi or Sri Lankan)211 South Asian International applicants to Canadian universitiesConsider it exploratoryInternational Student Consumer ResearchCopyright 息2009 Academica Group Inc.
- 17. Program Area of Interest36% Engineering / Architecture22% Business8% Social Sciences7% Mathematics / Actuarial Science6% Computer Sci / IT5% Natural Science3% Health Sci / Nursing / Kinesiology2010 UCAS, International applicants to Canadian universities of South Asian ethnicity. Copyright 息2010 Academica Group Inc.
- 18. Use of Information Channels2010 UCAS, International applicants to Canadian universities of South Asian ethnicity. Copyright 息2010 Academica Group Inc.
- 19. Use & Influence of Social Media2009 UCAS, All International Respondents, University applicants onlyInternational Student Consumer ResearchCopyright 息2009 Academica Group Inc.
- 20. Media Channels Used2010 UCAS, International applicants to Canadian universities of South Asian ethnicity. Copyright 息2010 Academica Group Inc.
- 21. Important Viewbook Features2010 UCAS, International applicants to Canadian universities of South Asian ethnicity. Copyright 息2010 Academica Group Inc.
- 22. Website Features Used2010 UCAS, International applicants to Canadian universities of South Asian ethnicity. Copyright 息2010 Academica Group Inc.
- 23. Decision-Making Process2009 UCAS, International vs Domestic RespondentsInternational Student Consumer ResearchCopyright 息2009 Academica Group Inc.
- 24. Reasons for Attending2010 UCAS, International applicants to Canadian universities of South Asian ethnicity. Copyright 息2010 Academica Group Inc.
- 25. Top Ten Decision Factors2010 UCAS, International applicants to Canadian universities of South Asian ethnicity. Copyright 息2010 Academica Group Inc.
- 26. Brand Cloud: Canadian PSE2009 UCAS, All International ApplicantsInternational Student Consumer ResearchCopyright 息2009 Academica Group Inc.
- 27. Ken Steele | International Student Consumer ResearchCopyright 息2010 Academica Group Inc.A Research Opportunity
- 28. Our PartnersKen Steele | International Student Consumer ResearchCopyright 息2010 Academica Group Inc.
- 29. International Student Prospect ResearchOngoing consumer panel study throughout the 2010/11 yearA series of in-depth surveys with a sample of thousands of prospective students in India, and also with hundreds of school administrators and counsellors (influencers)Ken Steele | International Student Consumer ResearchCopyright 息2010 Academica Group Inc.
- 30. Your Opportunity to ParticipateNominal fee to join the studyImmediate place on the research advisory group panelHigh-level findings from the first surveyExclusive access to subsequentmarket intelligence reportsKen Steele | International Student Consumer ResearchCopyright 息2010 Academica Group Inc.
- 31. Market IntelligenceA series of exclusive research reports:Reduce costs of recruiting in IndiaFocus limited resourcesEnhance effectiveness of messagesMeasure improvements and trendsKen Steele | International Student Consumer ResearchCopyright 息2010 Academica Group Inc.
- 32. Ken SteeleSenior Vice-Presidentken@academica.caSeeking expressions of interest in ISPRwww.academica.ca
Editor's Notes
- #27: International colleges and universities both