Innovative Educators: ROI1 Case Studies: Measuring ROI in International Recruitment Innovative Educators | Webinar | 16 Jan 2008 Session Chair / Presenter: Cheryl Darrup-Boychuck, C.I.E.O. USjournal.com, LLC

Innovative Educators: ROI2 Why study ROI? Why now? An argument based on improving our “trade balance” might go farther than one based on the importance of developing global citizens. (I can't believe I really said that after 30 years of preaching the latter. Gasp.) -- NAFSA’s Marketing and Recruiting Network Forum, 23 July 2007

Innovative Educators: ROI3 A Domestic Perspective: United States NACAC Admission Trends Survey, 2006 (Mean cost per enrolled student, based on domestic recruitment) $2,802 = Private institutions $2,350 = Overall average $1,083 = Public institutions

Innovative Educators: ROI4 A Deliberately Simple Equation for a Complex Global Issue -- Cost of Developing a Relationship -- Discount on Tuition or Fees + Student(s) Tuition + Student(s) Fees Return on Investment

Innovative Educators: ROI5 Quantifiably Elusive Factors in developing ROI equations Internal Review / Campus Evaluation The Prestige Factor Word-of-Mouth Referrals Research into External Markets Quality of Follow-up Mechanisms Staff Time Foreign-born Faculty Members (+,--) Currency Fluctuations Cost of educating that student

Innovative Educators: ROI6 Multivariate Likelihood Function to Predict Customer Behavior

Innovative Educators: ROI7 Inbox / Outbox / Too-hard Whenever we’re facing one of those “too hard” problems, where we get into an infinite loop and can’t decide what to do, we try to convert it into a straightforward problem. -- Amazon.com’s Founder and CEO, Jeff Bezos, HBR, October 2007

Innovative Educators: ROI8 An International Perspective: Three Case Studies Customer Acquisition Costs per 12 months $ 60 = Domestic Travel to Saudi Embassy $ 862 = Engaging an Agent in Korea $ 119 = Online Promotions

Innovative Educators: ROI9 Categorizing the Investments designed to yield students Types of Investment: Travel (Domestic and Overseas) Agents / Commission-based Options Online / Print Promotions Purchasing Mailing Lists (≈30¢ / name) Financial Aid / Scholarships Staff Focus on Current Students / Alum Special Scenarios / Emerging Markets Long-term Prospects

Innovative Educators: ROI10 Case Study #1: Domestic Travel (Washington, DC) 20 Students from Saudi Arabia Enrolled in English Language Program -- $ 1,200. = Flight + Hotel -- $ 0. = Discount on Tuition or Fees + $135,980. = 20 * $6,799. Tuition + $ 7,000. = 20 * $3,500. Fees / 10% $141,780. = Return on Investment

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Innovative Educators: ROI12 Case Study #2: Engaging In-Country Agents -- Cost of Developing a Relationship -- Commissions Paid + Student(s) Tuition + Student(s) Fees Return on Investment Initial Costs must be greater than zero. Skipping the relationship part may result in very negative consequences.

Innovative Educators: ROI13 Quality – Not Quantity At my first agent-organized presentation in Busan, ten students showed up… What a waste… Within a month, however, four of those students enrolled, with each one spending about three years at our campus. -- NAFSA’s Marketing and Recruiting Network Forum, 29 June 2007

Innovative Educators: ROI14 Agent Affiliations and Overseas Travel to South Korea -- $ 1,500.= Agent Workshop, Domestic Flight -- $ 0.= Word-of-Mouth Referral -- $ 3,000.= 2 Flights (Chicago to Busan) -- $ 1,500.= Hotel and Meals (6 nights, Busan) -- $ 3,000.= 2 Events, Equipment Fees -- $ 4,800.= Agent Fees ($1,200 / student) + $ 16,100.= Student 1 Tuition (2 full years) + $ 31,740.= Students 2, 3, 4 Tuition $ 34,040. = Return on Investment

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Innovative Educators: ROI16 Case Study #3: Online Promotions Model -- Cost of Advertising + Student(s) Tuition + Student(s) Fees Return on Investment ESL Program -- $ 1,195 / year + $ 2,850 / 10-wk session + $ 465 Student Fees $ 2,120 = 1 st student $ 15,380 = 5 students $ 31,955 = 10 students

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Innovative Educators: ROI18 Other ways to measure Return on Investment Break-Even Analysis The Elusive Factor of Time Concentrate on Specific Subsets: Language Schools Graduate Schools (MBA, etc.) International Student Athletes Full-Scholarship Opportunities Local Non-Resident Populations

Innovative Educators: ROI19 Quantifiably Elusive Factors in developing ROI equations The Prestige Factor Word-of-Mouth Referrals Research into External Markets Quality of Follow-up Mechanisms Staff Time Foreign-born Faculty Members (+,--) Currency Fluctuations Cost of educating that student

Innovative Educators: ROI20 Request for Feedback The Diversity Factor The Self Preservation Factor The Referral Factor The Placebo Effect

Innovative Educators: ROI21 Beware of Statistical Shortcomings CLV: Customer’s Lifetime Value… Perspective is worth 80 I.Q. points. -- Alan Kay, renowned visionary and pivotal researcher in modern computer science, HBR, October 2007

Innovative Educators: ROI22 Continue the Conversation via NAFSA’s Marketing / Recruiting Network Go to Click Knowledge Community Networks and Resources Click Recruitment, Admissions, and Preparation Click Marketing and Recruiting Click Discussion Forums Click Measuring ROI and contribute!

Innovative Educators: ROI23 Case Studies: Measuring ROI in International Recruitment Innovative Educators | Webinar | 16 Jan 2008 Session Chair / Presenter: Cheryl Darrup-Boychuck, C.I.E.O. USjournal.com, LLC