English language programs (ELP) are a barometer for future enrollment trends. Canaries in the coal mine if you will. When participation is strong, your upcoming application season will likely also be strong. On the other hand, a drop in participation can foreshadow a similar fate for near-term enrollment. (source: see pandemic)
Understanding the health of this academic niche makes a lot of sense, especially for those tasked with program development or international student recruitment, which is why we so appreciate the efforts of EnglishUSA and their partners BONARD and Pearson Test of English, for their work on the recently published Annual Report on English Language Programs in the USA 2023. The report offers insights helpful to edu institutions across the board. And in this, their second annual report, they offer good news: ELP enrollment is up.
A special thanks to Cheryl Delk-Le Good for bringing this report to our community.
The analysis of the canaries gives us the signposts we all want. The countries where ELP numbers are up give us perspective on where it might make sense to focus our international student recruitment investments.
Our next opportunity to meet!
NAFSA Region XI, Hartford, CT, Oct 27-29. The Intead team will be there presenting on Admission Process Analysis, Marketing Data Analytics, and Marketing Study Abroad Programs with university partners from our New England region friends from Quinnipiac, Johnson and Wales, Clark, and Emerson. Practical strategies and creative tactics to hit your enrollment targets. Hope to see you there!
PIE Live North America, Boston, MA, Nov 19-20. We will be talking about our analysis of career success data and how institutions can use that data to improve recruitment initiatives around the world. Our powerhouse co-presenters: Kerry Salerno, Chief Marketing Officer, Babson College and Andrew Chen, CEO, F1 Hire.
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According to the EnglishUSA report, the global English language teaching sector continues to recover and is now 77% of its 2019 student numbers, signaling a positive trend in overall postsecondary enrollment. In the US, the recovery rate was 69% – lower, but still positive.
Compare this to US institutions as a whole. While all enrollment (domestic + international) is still down 800,000 students from 2019 numbers per the National Student Clearinghouse, solid gains have been made to rebuild enrollment. The latest IIE data on international students in the US (2022/23) indicates that numbers have reached 98% of the 2019/20 levels.
On a global scale, the EnglishUSA report shows 1.1 million students in 2023 took an English language course in one of eight major destinations – Australia, Canada, Ireland, Malta, New Zealand, South Africa, the UK, and US. Among these, the US was the third most popular country, hosting 13% of the students, falling in line behind the UK and Australia. And that 13% added up to over $1.7 billion in direct economic impact to the US economy. Education is a solid export for the US.
These numbers just scratch the surface of the nuanced report, which offers perspective on preferred course types, recruitment channels, visa challenges, more on the economic impact of ELP students, and other valuable insights.
With students back on campus, we know you’re busy. So, today a quick overview of the stats we found particularly interesting as global marketers. Read on…
The full Annual Report on English Language Programs in the USA 2023 is worth your time. This year 366 US-based ELPs across 47 states participated in the survey, including private language schools, universities, colleges, and community colleges. Adult students (aged 18+) accounted for 81% of the respondents. Juniors (younger than 18), 19%.
Download it for free here.
Let's focus on a few highlights we found valuable.
Where ELP students come from.
In general, students come to US ELP programs from all over. But there are some trends. In terms of largest growth in numbers of students from 2022 to 2023, Japan, Brazil, China, and Italy showed double-digit growth as source country markets. Tenth-place Taiwan grew by 183%.
Other growth markets: Argentina, Poland, Vietnam, and Thailand. Are these countries part of your international student recruitment planning? Your current student sources? Your emerging student sources?
Source: Annual Report on English Language Programs in the US 2023
One more note: In 2023, the Latin American student market grew in competitive destinations like the UK, Australia, Canada, and Malta, while the US experienced a decline due to visa refusals. In fact, it is for this reason Colombia experienced the largest year-on-year drop in student numbers. Chile as well. More on the issue of visas below.
What this means for you: The countries showing the most interest in US ELPs are indicators of the markets most interested in pursuing US degrees. A key consideration as you weigh the viability of target markets in your recruitment strategy.
Where ELP students go.
As of March 2024, 827 ELPs were operating in the US. 35% of them operate in just 3 states:
- California boasted 125 programs
- Florida has 83 programs
- New York has 78.
New York, however, was the most popular location for ELP students (29%), followed by California (24%) and Florida (8%). Year over year, student numbers in New York and California increased by 15% and 8% respectively. Florida declined 6%.
Also worthy of note, Texas increased its student numbers by 30% driven by students from China, Brazil, and South Korea. Mississippi saw the largest drop among states with a 35% decline in ELP students. Washington, DC, and Idaho also experienced sizable declines.
Beyond state borders, ELP students from Switzerland, Germany, and the Netherlands are increasingly seeking ELPs outside of the US in places like the UK and Malta. Something to consider.
Source: Annual Report on English Language Programs in the US 2023
What this means for you: Global competition for international students seeking a degree from an English-based institution remains intense. Understanding why students are gravitating to places like New York and California is important and will inform your recruitment messaging. Also important: evaluating why they are choosing other countries over the US. Consider: what makes your institution stand out. We write a lot about differentiators. Dig deep to find and articulate yours clearly and compellingly.
What ELP students want to study.
Most students who enroll in an ELP have a goal in mind. For many, that goal is to know English well enough to get into a US academic institution. But the preferred course types among ELP students in the US varies. The EnglishUSA report identifies the following programs as most popular:
- General/intensive English: 55%
- Top source markets: Japan, France, Brazil
- Short-term summer/winter English programs: 26%
- Top source markets: Japan, France, Italy
- English for Academic Purposes (EAP): 13%
- Top source markets: China, Japan, South Korea
- Pathway program (degree and ESL classes): 3%
- Top source markets: Armenia, China, Japan
Also mentioned: 35% of students who enrolled in English for Specific Purposes (ESP) came from China, followed by Brazil (18%) and Japan (10%).
What this means for you: How does this intel line up with your English-language programs and your degree program enrollment? Are you offering the types of ESL and degree programs international students are seeking? Is there opportunity to adjust your ESL offerings to match demand?
ELP students’ preferred recruitment platforms.
To get the students in, you’ve got to reach them where they are. According to the report, the following channels proved most valuable among respondents:
- Direct bookings with providers: 62%
- Education agency (commission-based recruiting): 23%
- Institutional agreements: 6%
- Government scholarships: 4%
- Aggregators (commission-based recruiting): <1%
As far as marketing campaigns, word-of-mouth ranked as the most influential advertising channel. This likely gels with your experience as well. It’s hard to beat a good referral and that speaks to the effective use of digital marketing and testimonials. Education agency recommendations came in second, followed closely by print and/or online advertising and social media.
Source: Annual Report on English Language Programs in the US 2023
What this means for you: Are you tapping into your alumni network to get those much-needed referrals? (See this tool to assess your readiness to build an alumni recruiting program). Are testimonials part of your social media and digital campaign strategies? How is your relationship with education agencies in key markets? Important to get this right because it’s what’s important to these students.
Visa challenges persist.
In 2023, the US rejected 36% of F-1 student visas. For students coming to the US for English-language study, the visa approval process is that much harder owed to consular officials skeptical of language programs’ value. As proof, 64% of responding ELPs cited student visa denials as their most pressing challenge.
In fact, responding ELPs reported an average 24% visa refusal rate last year, with community college governed providers and university providers most affected by high visa refusal rates among prospective students seeking entry from Asia and Africa.
Calls for more transparency into visa denials, quicker processing of applications, and clearer understanding of the value of ELPs are continued drumbeats of the sector. We hear you. (See our recent post sharing our take on US State Department visa processing. We offer some useful ideas on improving your yield.)
What this means for you: Consider creating instructional videos, downloadable guides, or webinars to explain SEVIS fee payment and visa appointment scheduling for your applicants. Offer insights into the visa application process, required documents, and possible reasons for refusal. And take a quick look at the EdUSA post (link above) for more concrete advice on this topic.
A strong partner in international student recruitment.
There is good news in this latest EnglishUSA report to be sure. And actionable insights. When it comes time to tap a partner to help you reach these students and grow your international enrollment, you know where to find us. Be in touch: info@intead.com.
