Back in March/April 2020, we talked about the big picture factors that would reduce student enrollment in 2020/2021: job/income loss, restrictive student visa and travel regulations, COVID-19 rates of infection, and limitations on the availability of internships and jobs. Now we need to add to those considerations: vaccination rates.
Following our publication of enrollment marketing insights about the two largest senders of students to the US (Report Links Available Here: China and India), we find ourselves wanting to know more about LATAM countries and whether there are insights to share with our enrollment colleagues.
According to SEVIS data, there are more than 23,000 Brazilians studying in the US today. Our friends at WENR predict Brazil will become one of the top five countries worldwide for outbound students seeking degree programs by 2035. A lot can happen between now and then. Nevertheless, we know Brazil will remain an important source of students to academic programs around the world.
Setting the Context
Being proactive in our enrollment marketing initiatives requires data which informs strategy. A few grounding points about overall international student mobility from the past year to put our discussion of Brazil’s opportunities in context:
- IIE’s widely reported analysis showed a 43% drop in international student enrollment in the US for Fall of 2020.
- Not all institutions had the same experience. In general, those that typically do well with enrollment continued to do well.
- With testing requirements dropped by many institutions, application rates are soaring, though enrollment numbers are struggling. Intention does not equal follow through.
A Little Motivation
We can emerge from this turbulent and unstable environment with knowledge, insight, and better planning that incorporates recent experience and current data.
Those who win embrace change! Those who embrace change are incorporating the latest tools to segment audiences and target those prospective students most likely to want what their institution offers.
With that, let’s take a look at Brazil’s opportunities. Read on...Read More