“Recruiting International Students with
an Eye Towards the Future”
Washington International Education Conference
Daniel Gaines, Senior International Trade Specialist, Northern Virginia
U.S. Commercial Service, U.S. Department of Commerce
January 26, 2016
What we’ll cover…
1. Why Education is a Priority for the USG
2. Commercial Service Overview
Who we are and how to leverage us
3. Markets to Consider
Why Education is a priority for
the U.S. Government
Sector Overview
• The U.S. is one of the largest destinations for international
students seeking higher education.
• Education/training brought in over $27B USD in annual revenues to
the U.S in 2014.
• According to the Institute of International Education, that dollar
figure is expected to continue rising.
• Our renowned colleges/universities not only enjoy a diverse and
global population, but these students have a substantial impact on
the U.S. economy. These recruitment efforts translate into job
growth here in the U.S.
Sector Overview
Economic Impact in 2013/2014 Academic Year:
•New international student enrollment – students enrolling for the 1st
time at a U.S. institution – increased 7.5%
•Record high 886,052 students in U.S. in 2013/2014, more than a 40%
increase in the last decade
•Large increase in students from Brazil and Saudi Arabia
•Top state destinations: California, New York, Texas
•Top places of origin: China, India, S. Korea, Saudi Arabia, and Canada
(comprises over 50% of all international students)
•Benefits to retail, travel industry, and many other service providers
Source: Institute of International Education
Who we are and
how we can be leveraged
What is the
U.S. Commercial Service?
Network:
140 offices in 70 countries
U.S. Commercial Service
~ most in embassies and consulates
~ Education Specialists
100 locations across U.S.
~ cover each U.S. state
Domestic Field Offices
International Field Offices
Mission:
• Promote the exports of U.S. goods and services
• Work with federal agencies, associations, consortia, partners
Primary Education Industry Clients:
Intensive English Programs, private high schools and boarding schools,
academies, community colleges, 4-year colleges and universities,
graduate programs
DOC Services
International Trade Specialists (domestic) and Commercial Specialists
(overseas) with sector expertise work closely with U.S. based
education clients to assist/offer the following programs and services:
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Market Research Reports
Webinars
Gold Key Matching Service
Catalogue Road show
Virtual Education Fair
Single or Multi-School (Consortia) Promotion
Visiting Education Delegations
U.S. Government Education Missions
Support Domestic and International Education Fairs
Study Consortia and Websites
Client Needs
•Market Intelligence:
• Education Industry Information
(www.export.gov/industry/education/index.asp) Newsletter,
Best Export Markets Report, Country Specific Market Research
Reports, Webinars, Virtual Education and Recruitment Events,
Trade Leads–sign up for email updates!
•Making Contacts:
•Customized Contact Lists
• Prescreened Face to Face Meetings w/ Potential Partners
• Single/Multi Organization Promotion
• Industry Trade Missions – Outbound and Inbound
•Virtual Education Fairs
•Meeting Students:
• Organized Trade Missions
• Fairs (EducationUSA, IIE, ISN, Linden, Consortia, etc.)
Client Needs
Previous Webinars
• Student Recruitment on a Shoestring
• Social Media For Higher Education International
Recruitment
• International Student Recruitment in Saudi Arabia
• International Student Recruitment in Israel and West
Bank
• International Student Recruitment in Portugal and Spain
• Opportunities in Brazil – English Language Products and
Services
• Kazakhstan Higher Education Market
Client Needs
Making Contacts:
Customized Contact List – based on specific criteria, per
country/region/city, typically not screened, e.g. list of private
high schools, academic institutions, agents, etc. or
distributors/representatives for products
International Partner Search – based on specific criteria, per
country/region (e.g. India), all contacts vetted for interest in
possible partnership, overseas post evaluation given - $550 per
report, 4-6 weeks delivery
Client Needs
Making Contacts:
Gold Key Matchmaking Service – based on specific criteria, per
country/city, candidates vetted for interest, follow up in
country meetings prearranged, escorted by Embassy/Consulate
Commercial Specialist, logistics provided at additional cost $700 per day of meetings, $350 any additional days,6-8 weeks
notice
Single School (or Multi School/Consortia) or Company Promotion
– customized with event or seminar with reception to
prospective candidates (often coordinated with alumni for
schools), cost varies
U.S. Commercial Service
Partners
Virtual Education Fairs
• 35+ virtual education fairs held
• Offered to individual schools or
consortia
1st School
Presenter
(10 min.)
2nd School
Presenter
(10 min.)
3rd School
Presenter
(10 min.)
projector/screen
CS
Indonesia
WEBEX
Distribute to Partners in Advance:
School DVDs/Profiles/Other Materials
U.S. Clients - Community Colleges, Intensive
English Programs, 4-year Colleges and
Universities, Private High Schools
CS
Moderator
4th School
Presenter
(10 min.)
5th School
Presenter
(10 min.)
Virtual Education Fair at
the U.S. Embassy in Chile
Previous Virtual Education Fairs
Previous VEFs this year:
Who Participated?:
EU (France, Germany, Spain,
ESL Programs, Short Term Programs
Portugal, Italy, the Netherlands,
Belgium, Denmark)
Indonesia
Hospitality & Culinary Programs
Brazil
ESL Programs, Traditional
Undergrad & Grad School
ESL Programs, Undergrad, Short
Term Programs w/ Certificate
Design (Art, Fashion, etc. ) Schools
Kazakhstan
India
Websites, Resource Links
U.S. Commercial Service – www.export.gov – market research, trade events, etc.
Institute of International Education – www.iie.org – research, publications, etc.
American Association of College Registrars and Admissions Officers (AACRAO)
www.aacrao.org
American Association of Community Colleges (AACC)
http://www.aacc.nche.edu
American Association of Intensive English Programs (AAIEP)
www.aaiep.org
The Association of Boarding Schools (TABS)
www.tabs.org
NAFSA: Association of International Educators (NAFSA)
www.nafsa.org
National Association for College Admission Counseling (NACAC)
www.nacacnet.org
National Association of Graduate Admissions Professionals (NAGAP)
www.nagap.org
U.S. Department of Commerce
I&A Top Markets Series
International Trade Administration
Top Markets Report
Rankings and Key Findings
Education Sector Specialist
John Siegmund
john.siegmund@trade.gov
202.482.4781
http://trade.gov/topmarkets/pdf/Education_Top_Markets_Report.pdf
International Trade Administration – Industry & Analysis (I&A)
U.S. Department of Commerce
I&A Top Markets Series
International Trade Administration
Education - Rankings and Key Findings
Top 25 Export Markets
(2015-2016)
1. China
2. India
3. South Korea
4. Saudi Arabia
5. Canada
6. Taiwan
7. Japan
8. Vietnam
9. Mexico
10. Brazil
11. Turkey
12. Iran
13. United Kingdom
14. Germany
15. France
16. Nepal
17. Hong Kong
18. Nigeria
19. Indonesia
20. Thailand
21. Kuwait
22. Colombia
23 Venezuela
24. Malaysia
25. Spain
Sector Lead: John Siegmund & Barb
Rawdon (202-482-4781; 202-481-0474)
Key Markets:
• Brazil, China, France and Germany, India, South Korea, Saudi Arabia, Vietnam
Major Trends:
• U.S. higher education exports in 2013 were $27 billion. In 2013/14, over 886,000
international students came to the United States. Both figures are the highest
ever. Global competition is increasing, especially among English-speaking
countries; immense growth in the number of Chinese students. U.S. has shrinking
piece of growing pie.
Recommendations:
• Schools looking for immediate increases in foreign enrollment should consider
China, India, Saudi Arabia and South Korea. The report has significant detail on
why students choose to study abroad and what fields they are studying – by
country.
Challenges:
• U.S. schools face growing competition for international students, especially due to
growth of English-language courses from non-English speaking countries. High
U.S. tuition and perceptions abroad of problems getting U.S. student visas.
International Trade Administration – Industry & Analysis (I&A)
Recruiting Students from Sub Saharan Africa
Why Africa?
•Africa as a whole is one of the “youngest
continents,” with ‘outwardly mobile’ students
comprising 25% of all students on the African
continent- the highest rate in the world- and
globally.
• The continent has a growing middle class, and
presently spends up to $900 million on
education annually.
South African Education Statistics
• Public Schooling System
• Private Schooling System
• 550,127 students
completed high school
• 150,752 qualified for
admission to Bachelor
studies
• 280,547 qualified for
admission to higher
certificate, diplomas
and vocational courses
• 10,452 students
completed high school
• 8,884 qualified for
admission to Bachelor
studies
• 1,255 qualified for
admission to higher
certificate, diplomas
and vocational courses
Important Factors to Consider
• Timeframe - Student applications for the next academic
year needs to be completed by May. Academic calendar
in SA runs from Jan - Nov
• SAT and ACT assessments are offered 5 times a year in
South Africa
• TOEFL assessments are offered 3 times a month
• Graduate Admission: the GRE (Graduate Records Exam)
and the GMAT (Graduate Management Admissions Test)
are offered multiple times a month
• GPA: to calculate a South African students GPA, use the
letter symbol for the percentage or number (1-7) mark
earned here. US GPA values are as follows: A=4.0; B=3.0;
C=2.0; D=1.0; F=0.
Current South African Students in US
• Total number of SA students currently
studying in the U.S. 1,716
• Top 5 States: Massachusetts, New York,
California, Pennsylvania and Texas
SOUTH AFRICAN STUDENTS BY ACADEMIC LEVEL
Type of Program
%
Number
1-yr Change
Undergraduate
54.1%
882
+7.8%
Graduate
30.2%
548
+4.9%
Non-Degree
8.1%
148
+56.8%
Optional Practical Training
7.6%
138
+13%
Current South African Students in US
• Undergraduate programs account for 54% of
total students
• 82% study in 4 year programs
• 18% study in 2 year Community College
programs and then look to articulate into a
mainstream institution.
• Most popular courses : Engineering,
Business, IT, Post graduate management
courses
Barriers to Entry
• English. This is not the primary medium of
instruction in the majority or schools.
Students have a limited understanding and
this makes studying in English more difficult
• Tuition Fees. The weakening of the local
currency makes studying in the U.S. very
expensive. The average tuition fee for an
undergraduate program is more than the
yearly income from a local household
How do we help address barriers?
• Target audience - The students that the U.S.
institutes meet come from private and semi
private schools. These schools have English
as their medium of instruction and
command a high tuition fee. This mitigates
against language and funding barriers.
• Provides alternatives avenues to study in the
U.S. – Community Colleges and Scholarships
Our Support
• Help schools gain market exposure and
introduce them to African markets
• Help schools access business prospects by
establishing valuable contacts
• Help schools develop market knowledge
leading to student recruitment and potential
partnerships.
Our Support continued…
• One on one meetings with interested, relevant
students
• Roundtable discussions with local authorities to
encourage cooperation
• One on one meetings with education stakeholders
and local institutes about creating strategic
mutually beneficial partnerships.
• Education mission taking place in March;
registration is closed, but be on the lookout for a
follow up mission!
Recruiting Students from Central America
100,000 Strong in the Americas by 2020
Why Central America?
As a whole, students coming from Latin America to study in the
US increased by 19.4% in 2014/15 to 86,378 students
About 9% come from Central America - 7,754
(15% increase 2014/15)
Belize – 312
Costa Rica – 1,118
El Salvador – 1,460
Guatemala – 1,252
Honduras – 1,756
Nicaragua – 418
Panama – 1,438
Current Demand
Central American students are primarily attracted to these types of
U.S. programs:
• U.S. universities and community colleges with tuition fees lower
than USD 20,000
• English Language Programs (from one month up to one year) for
students, teachers, and adults
• Summer camps
• Undergraduate, Graduate and Master Programs
• Online programs
U.S. Commercial Service
Education Mission to Central America – May 2-5, 2016
Panama, Honduras, and Guatemala (Optional stop)
Cities: Panama City, San Pedro Sula, and Guatemala City (optional)
Since 2006, the number of students attending higher-education institutions in
the United States from these 3 countries has increased 15%.
Who should join this mission?
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Intensive English Language Programs
Community Colleges
Summer Programs
Undergraduate and Graduate Degree Programs
Registration Deadline: March 1, 2016
For more information, please contact:
Sara Moreno, Lexington USEAC, (859) 225-7001, sara.moreno@trade.gov
Shelby Peterson, Salt Lake City UESAC, (801) 255-1872, shelby.peterson@trade.gov
U.S. Commercial Service
Thank you!
Daniel Gaines
daniel.gaines@trade.gov
703.217.2467
www.export.gov/industry/education