1. EducationUSA Forum, Washington, DC
Empowering Future Alumni: The AU 3Rs Approach (Recruitment, Retention, Reentry) to IEM
EducationUSA Forum, Washington, DC
June 29, 2012
Evelyn Levinson, Director of International Admissions, American University, Washington, DC

2. International Enrollment Management (IEM)
IEM is a focused strategy on the successful recruitment, admission, advising, enrollment, retention and re-entry of international students translated into an operational plan. It provides data-based direction on where to focus campus-wide resources to ensure that institutional goals are met.

3. Integrated Enrollment Management Strategy from Recruitment to Re-Entry: American University’s Collaborative Model
Recruitment & Application
Admission & Conversion
Anti-Melt
Retention
Alumni
Re-Entry

4. Recruitment & Application
IEM planning & strategy discussions
International Admissions (IA), ISSS, Alumni Office (AO), Education Abroad (EA) collaborate
IA/ISSS co-train & co-host campus +
local outreach events
Students visit former schools
during vacations
IA/ISSS identify presenters for
DVCs, EducationUSA admissions
events , fairs, & PDOs.
IA/AO co-host campus & overseas
recruitment events
Planning & strategy discussions: Internal and external trends, identify potential markets. Nafsa.org/iem
Jointly hosted campus events: Campus visits, College Board counselors
Local outreach: Joint presentations/visits, ISSS identifies int’l students to join Admissions staff at visits to area international schools, World Bank fair
Student school visits during vacations: ISSS & Admissions train int’l students to meet with counselors and make presentations while at home during vacation
ISSS, Education Abroad, Alumni Relations, Int’l Admissions collaboration: study abroad students and int’l alums join Admissions at overseas fairs, events, dinners

5. Admission & Conversion
Facebook & Calling campaigns + follow up
Overseas admission & conversion events with parents, alumni, study abroad students
ISSS staff & int’l student volunteers join IA at campus open house events
Summer send off events
Passing the communication baton from IA to ISSS after
deposits.
FB + Calling campaign and follow up: ISSS and IA identifies students to help with Campaigns – placing congratulations calls to targeted admitted int’l students, set up + monitor new intl FB page for all admits outside US.
Training provides good admissions + ISSS training for future alumni.

6. Anti-Melt Student to student summer outreach
ISSS summer communication w/deposited students
IA/ISSS track status
from deposit to arrival.
* IA identifies VIP &
Legacy new families
for AO
* IA/AO/ISSS plan
Welcome Week
event for int’l families
Student to student summer outreach: ISSS identifies students in AU Diplomats program and Admissions puts them in contact with admitted students from their region during the summer months
International Admissions, ISSS, Academic Advisor monitor student lists, immigration document issuance, registration for classes, registration for orientation, etc.
ISSS weekly s with summer tasks – class registration, roommate process, immunization documents, etc.
IA enters non course equivalency exam results ( IB, A level, etc). Works with Registrar, advisers.

7. Retention
IA recommends new students to get involved with ISSS programs
ISSS and IA jointly host orientation week events
Joint monitoring of student GPAs
Data analysis shared
IA shares feedback from parents overseas
IA/ISSS = mentors for
future alumni
Orientation events: parent lunch, president’s reception
Data analysis: ISSS shares academic trends so admissions standards can be adjusted if needed
GPA: identify high and low achievers for campus opportunities and support

8. Alumni Re-Entry
IA, AO, President’s Office, ISSS co-host Commencement Week congrats reception for new int’l graduates & parents
IA + ISSS empower new alumni
w/resources on admissions &
campus life) for transition home
Connect alumni w/EducationUSA
centers and schools back home
Connect new alumni with their home country alumni network

9. Alumni Re-Entry
Invite new alumni to help at fairs, dinners, recruitment, and conversion outreach events
Share new alumni successes
(Graduation, internships, 1st
job, awards, recognitions) with
AO, former counselors,
EducationUSA centers, home
country alumni.

10. Brainstorming….
What are your opportunities to Connect, Communicate and Collaborate for a successful recruitment to re-entry international enrollment management strategy?
Recruitment & Application
Admission & Conversion
Anti-Melt
Retention
Alumni
Re-Entry

11. What do you need to do to develop an IEM plan that integrates Recruitment, Retention and Reentry to reflect your institution’s vision, strengths, resources, & goals?
You have just been hired by an institution of higher learning to increase the number of international student attendees. You’re not sure of exact goals, resources, or campus allies, but your timeline is tight…..
You’ve been at your institution for a number of years and work with international students – perhaps in ISSS. However, you have not directly been involved in international marketing, recruitment, admissions, or enrollment management. You are noticing certain retention, academic or socialization trends among your international student population and need further input to advocate for new/expanded programming or other support services.
Your institution is new to internationalization and would like you to develop a comprehensive multi-year IEM plan to successfully integrate recruitment, retention and re-entry strategies.
You’ve been involved in recruiting/admissions for a while and are now looking at trends, retention and other indicators to help shape your institution’s future IEM directions.

12. CONNECT: Who are your current (C) or potential (P) partners?
ISSS
INTERNATIONAL ADMISSIONS
UNDERGRAD ADMISSIONS
GRADUATE ADMISSIONS
CURRENT INTERNATIONALS
INTERNATIONAL FAMILIES
ACADEMIC UNIT ADVISERS
FACULTY
EDUCATION ABROAD STAFF
REGISTRAR
FINANCIAL AID OFFICE
ESL SERVICES
“DATA DIVAS”
STUDENT SUPPORT SERVICES
STUDENT ACTIVITIES STAFF
HOUSING
MARKETING/PUBLICATIONS
DEANS, PROVOST, SIO’S
DEVELOPMENT/ALUMNI OFFICE
COMMUNITY PARTNERS
PROGRAM SPONSORS
OTHER?

13. Home Country Partners:
EDUCATIONUSA
FULBRIGHT COMMISSIONS
SECONDARY SCHOOL COUNSELORS
UNIVERSITY INTERNATIONAL OFFICES
ALUMNI/ALUMNI CHAPTERS
CURRENT INT’L PARENTS
OTHER?

14. COMMUNICATE: International Admissions—what do you know about your Alumni Office?
PHILOSOPHY/MISSION
TIMELINES
ORG CHART AND STAFFING
CURRENT INTERNATIONAL CHAPTERS
ACTIVITIES AND CALENDAR
DEDICATED STAFFING FOR INT’L ALUMNI ?
DATA USED
MUTUAL GOALS
RESOURCES
OPPORTUNITIES FOR INT’L ALUMNI TO GET INVOLVED
TRAINING OPPORTUNITIES
OTHER?

15. COMMUNICATE: Alumni Office – what do you know about your International Admissions Office?
STRATEGIC GOALS
TARGETED RECRUITMENT POPULATIONS
ORG CHART AND STAFFING
WHEN AND WHERE TRAVELING
PROCESSES
RESOURCES
DATA USED
ADMISSION REQUIREMENTS
INCOMING STAR STUDENTS/WEAKER STUDENTS
HOW TO ACCESS INFORMATION ABOUT STUDENT RECORDS
HOW TO ACCESS INFORMATION ABOUT FAMILIES
ON-CAMPUS INTERNATIONAL VISITS AND EVENTS THAT ALUMNI OFFICE CAN HELP SUPPORT

16. International Admissions and Alumni Office —How can/do you communicate?
FACE TO FACE MEETINGS
HEADS UP CALLS/ S
DURING RECRUITMENT PHASE
DURING ADMISSIONS/CONVERSION
DURING PRE-ARRIVAL TRANSITION
DURING INTERNATIONAL ORIENTATION
DURING RETENTION PHASE
DURING GRADUATION AND REENTRY PHASE
AFTER INTL TRAVEL & MEETINGS WITH PARENTS & CURRENT ALUMNI
OTHER?
EXAMPLE: ADHD STUDENT  INTERVENTION

17. Tips for Successful Collaboration
Share information
Identify and establish mutual goals
Develop a coordinated and joint communication plan between offices
Get to know new and current students and families
Get to know your International Admissions and Alumni colleagues
Be pro-active: Connect no matter what the reporting lines and org chart say!

18. Resources
Sandy Soohoo-Refaei, International Programs, Linfield College,
Evelyn Levinson, Office of Enrollment, American University,
Kristina Thompson, International Student Services, American University,
Heidi Gregori-Gahan, International Programs and Services, University of Southern Indiana,
Fanta Aw, Asst VP of Campus Life, Director of ISSS, American University,

19. Resources www.nafsa.org/IEM
International Students: Strengthening a Critical Resource, Maureen S. Andrade and Norman W. Evans
May 2012 NAFSA Conference, Houston – 3Rs of IEM seminar
February 2012 WES Workshop on Working with US & Foreign Govt Sponsored Students + Building an Int’l Enrollment Plan
Nov 2011 MSACROA Conference, NJ – 3Rs of IEM session
June 21, 2011 NAFSA Webinar on International Student Retention
June 17, 2011 WES Webinar on Recruitment in Middle East
May 2011 NAFSA Conference, Vancouver – 3Rs of IEM session

38. Assistant Director of Undergraduate Admission
Alumni as International Student Recruiters: Training Materials ___________________________________________
Karen N. Ohen
Assistant Director of Undergraduate Admission

39. What is the Value in a Manual? _______________________________
Creates a roadmap for a successful recruitment plan.
Provides factual and updated information about the University.
Increase exposure and knowledge about the University.
Builds a formal understanding that Alumni are the liaison between the Office of Admission and prospective students.

40. What Should the Manual Include? _______________________________
University ‘s Mission and Vision Statement
Tagline
Members of the President’s Cabinet
Introduction to the role of the Admission's Office and the significance of Alumni support with recruitment.
Recruitment policies and protocol
Descriptions of different types of recruitment activities.
Timeline
Presentation format

41. What Should the Manual Include? _______________________________
Facts and figures about the University
Admission details
Requirements
Deadline dates
Financial Aid Information
Q and A section / Student interview questions
University contacts
School Alma Mater
Any other significant information relative to your institution