We would like to increase the number of international students studying at SHSU to 5% of the student population over the next five years. For 2014-2015, we have an enrollment of approximately 400 international students or 2% of the student population.
Objective
Develop Marketing And Recruitment Initiatives Which Will Increase International Student Enrollment
In order to increase the number of international students on campus, we need to engage in strategic marketing and recruiting activities that have not been employed in the past. We are not advertising SHSU on any international marketing sites. We currently have only one recruiting agency, IDP, under contract and have received only a few student referrals that have converted to enrollments. Research indicates that hiring agents to recruit for English Language Programs is integral to maintain enrollment.
KPI
Contract With At Least Two International Marketing Firms
The OIP will contract with at least two international marketing firms with the $20,000 that was awarded to the OIP this year for marketing. The goal of contracting with well known marketing firms is to gain international name recognition for SHSU and as a result, recruit and enroll more international students in SHSU programs.
Result
Contracted With StudyUSA And Master Studies
We contracted with StudyUSA and Master Studies. to market SHSU to international students around the world. We also advertised on another five sites that are free and focus on recruiting ELI students. These sites did not go live until December 2014 and January 2015 so a full year's data or Hobson's report is not yet available, however, preliminary numbers in overall international student enrollment for FA15 have decreased slightly and students who were in ELI and polled did not indicate that they had learned about SHSU from either site. Further research is being conducted by our marketing department to help determine how many of our current international students connected with us through one of these sites.
Action
Non-renewal Of Marketing Firms
We have determined that the ROI for contracting with international marketing firms is not worth the cost, even with the preliminary results. Given this fact as well as the fact that the OIP was not given funding for marketing for 2015-2016, we will not be renewing contracts with these companies as they are quite expensive.
Objective
Increase Recruitment At Texas Community Colleges
Efforts will be increased to make connections with Texas community college advisors and international students. We will increase the number of visits and create a marketing "package" to give to each advisor.
KPI
Organize And Complete Community College Visits
OIP international student advisors will work with Enrollment Management to implement a plan for 8 recruitment visits to strategic community colleges with large international student populations. Particular attention will be paid to building relationships with the employees at key institutions that work directly with international students. We will create a "Marketing Basket" to give to the international advising office/advisors. OIP will visit Texas community colleges (paticularly in the Houston area) and focus on building relationships with key personnel. We will also invite community college counselors that work with international students to attend the community college counselor event at SHSU. OIP will visit Houston Community Colleges and Lone Star College System campuses with substantial student populations. Targeted colleges will be San Jacinto College Central, South and North, Lee College, Austin CC, as well as colleges in San Antonio, and Dallas. We will develop a spreadsheet with dates and recruiter assignments.
Result
Visits To Community Colleges
We did not hit our target goal for 8 community college visits for several reasons. First, we are understaffed. Historically, our undergraduate advisor (PDSO) has assisted in undergraduate recruitment by visiting the community colleges. Her schedule has limited her ability to visit these colleges. We visited three community colleges as well as 3 language institutes. Our Recruiter obtained a new position in the spring and we were unstaffed in this position for several months. We now have a fulltime recruiter on staff who is already scheduling extensive college visits starting October 2015. We did make and deliver marketing baskets containing information on SHSU, to the five colleges we visited. These were well received.
Action
Visits To Community Colleges
We are already scheduling community college visits for 2015-2016. We have made connections with advisors from LSC-Montgomery and will be working more closely with them to market SHSU programs.
Goal
Retain International Students Currently Enrolled At SHSU
Provide intiatives and social events on campus that increase retention of international students.
Objective
Coordinate An International Student Organization (ISO) On Campus
A campus ISO brings domestic as well as international students together for social events, it promotes a global perspective on campus, and helps retain international students by providing them with a social network. Research on retention shows that connections on campus are integral to student satisfaction and success.
KPI
Form ISO On Campus By Fall 2014
Create an ISO and apply for status as an official campus club. Organize at least one campus wide event and apply for funding for this event.
Result
Creation Of ISO
We were successful in creating the first active ISO on the SHSU campus in several years. The ISO was actually formed by SU14 with members assisting with fall and spring international student orientation. The ISO did receive funding for events. In SP15, students held an International Week celebration that included desserts from around the world, a talent show, entertainment and seminars scheduled every day of the week. It was a very successful event. It gave international and domestic students the opportunity to interact and learn more about cultures from around the world.
Action
Maintaining The ISO As A Campus Club
The ISO had a very successful year with over 30 members. However, many of the members and officers are graduating seniors. We will reapply next year for recognition of ISO as a campus club and ask for funding for events such as International Week, a Halloween Party or whatever initiatives the students decide to plan.
Objective
Coordinate A Global Ambassador Program (GAP) On Campus
We will form a Global Ambassador Program on campus. We will match interested domestic students with an international "buddy" and hold events where they can interact and socialize. Campus connections such as the GAP help international students integrate into the campus environment, and give domestic students the opportunity to learn about other cultures.
KPI
The OIP Will Have A GAP In Place For Fall 2014
The staff of the OIP will organize a Global Ambassador Program for a start of Fall 2014. We will attempt to recruit and match at least 10 partners for a start date of fall 2014 and host at least one event per semester, fall and spring, for the GAP members.
Result
Coordination Of The Global Ambassador Program
We had a very successful first year with the implementation of the first GAP Program. We had more domestic students sign up to participate than we had international students. We connected 12 pairs of students and had attendance by students without partners at our events. We had a training session, two major events, a Halloween Party, and several smaller gatherings. We decided to add a FAS GAP Program, Faculty and Staff in support of the Global Ambassador Program.
Action
Plan For The Next Global Ambassador Program
For our first year, the GAP was a success. However, we struggled to organize sufficient events due to limited funding and personnel. We found it takes alot of time to organize and run these type of initiatives. Our Recruiter and Short Term Program Specialist took the lead on the GAP with assistance from our Graduate Student Advisor (DSO). We found that it was very difficult for two people who have busy schedules with their primary duties, to be able to market, and coordinate the GAP. We have applied for funding for help for international student activities in the past. We will appeal to the Student Services Fund this year for funding for next year. We really do not have funds to purchase food and supplies to organize events for the GAP Members. Future funding and personnel will determine if we are able to continue offering this valuable program.