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Recruiting Intelligence

3 Essential Budget Questions: A Framework for Planning

Is it moving forward? At the pace you want? Are you getting where you need to go?

If you are like most institutions, the answer is, “no.”

Or at least, the answer is, “Not as fast and at the level of quality I need and want.” So, here’s the most important question: Why not?

Budgeting for Student Recruitment

The season is upon us and whether you are submitting your budget for approval or evaluating the budget requests others submit to you, we thought we might offer some insight for your process.

Business school professors love to apply the latest 4 square analysis that simplifies complex industry quandaries. The marketing texts (Kotler anyone?) are full of flowcharts and other grids to help you make sense of the 4 Ps (Product, Price, Placement and Promotion). And then there is the ever-elusive ROI analysis.

And the best line of all that sums up our most cynical fears: We will beat the excel spreadsheet into submission until it tells us what we want to hear.

Oh, those budgeting meetings and the spreadsheet assumptions. How often do we go back at the end of the year and take a look at what we projected and what we actually achieved before we approve the next project budget?

Not often enough and usually not with enough of a critical eye.

Sometimes, having outside expertise performing an analysis or assessment of your processes and capacity against your strategic goals can really help move an institution forward. Send us a quick email to learn more about what Intead can do to help.

Download Intead’s 3 Essential Budget Questions – a 1-pager that offers a simplified approach to considering any budget request/evaluation. With this framework for evaluating your plans and whether they merit additional investment, you’ll take those complex quandaries down to a basic starting point to help identify where the opportunities for growth really are. We think you’ll want to share this one widely.

Read on to access the downloadable chart...

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Student Recruitment Mistakes of the Desperate: Part 2

This week we are continuing our two part series on the all-too-common mistakes that happen when recruitment professionals are caught between increasing strain on limited budget and rising enrollment demands. Didn't get the chance to read part one? You can do so here.

As you read this series, you might think, "yep, I've been there..." or "hey, I would never do that!" ...Either way, we would love to hear from you! Want to discuss your recruitment strategies and how to avoid these pitfalls, or learn about strategies for how your institution can continue to excel? We would love to meet with you. 

We are currently setting up meetings for NACAC Sept 27-29. Ben will be in G block on September 29th at 11:30 am, presenting along with Daniel Spadafore from Michigan State and Gretchen Dobson from Academic Assembly: International Alumni Relations: The Neglected Tool in Your Strategic Recruiting Arsenal?  Beyond that, our meeting schedule is fairly open. Ben, Patricia and Elaine will all be there learning and meeting.

Have you captured our e-book: Global Alumni Management for U.S. Institutions: State of the Field 2017 In it we discuss our survey of over 1,000 US institutions on international alumni engagement practices and needs. At this session, you will learn how we interpret the findings and some practical ways you can leverage your international alumni network to strengthen your recruitment and development efforts

Alright, that's enough, huh? Let's get into it -- Part 2 of Desperate Recruitment Mistakes... 

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Student Recruitment Mistakes of the Desperate: Part 1

Perhaps it was the Saudi and Brazil bump that put your institution in good shape a few years back, with international students flowing in. But, you aren't impervious to changes in the market. Like many institutions, you may now find yourself looking around thinking things seem a bit less rosy.

We are continuously approached by universities and boarding high schools from around the world seeking international student recruiting advice. They are all at different stages of maturity in terms of their enrollment and admissions processes and we enjoy the challenge of figuring out how to resolve the unique problems each of these institutions face.

More often than not, institutions are hung up on the common challenges of people and budget. This is true of most service industries (and, in fact, product driven industries as well). There is no lack of ideas and opportunities. The only thing holding them back is the difficulty of aligning the team (people) and willingness to risk the funds (because there are no guarantees of success).

Often (more often than we all care to admit) we are approached by academic leaders who are desperate. It is late in the enrollment cycle and enrollment numbers are not where they should be. They were once successful and numbers were solid, and now they are not. Budget dollars are extremely tight. And yet, growth is demanded. What to do?

This is the first of a two part series in which we are discussing the all too common mistakes of the desperate. Those who have been in the industry for a number of years have seen this state of affairs at different times: the pressure to produce without the time and resources to do it right. And looking back at those times, we all know what the result was: ineffective and disappointing.

To do marketing effectively, you need experience, creativity, consistent project management (execution) and tracking (analytics). All of that takes time and money. When done well, you are in the strongest position to see results. When done hastily, without solid investment and for short, inconsistent bursts, there really is little opportunity for success.

This is why we do what we do here. We try very hard to keep institutions on the right path. Sustained growth is rare and difficult to achieve. Lean years happen. Our market research and creative agency services keep offer the industry intelligence you need to achieve growth and survive those years. These services do require a level of investment. Intead Plus is a great place to start, with full access to all of our research, planning worksheets, and state of the field webinars.

Read on for our first set of common mistakes academic leaders make when desperately trying to improve student enrollment numbers.

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Zero to Intense Doesn't Work

Been at the gym and seen people working out for what is clearly the first time in a very long time? Have you seen them put the machine on some ridiculously high setting right out of the gate? Disaster waiting to happen, right?

Our regular blog subscribers have heard us talk about testing your digital marketing to international student markets before setting the dial to “intense.” I thought I’d take a moment to explain the rationale and the approach.

Bottom Line: Small marketing tests—that look at the combination of distribution channel, timing, message, content and design—are going to lead you to large scale success if you take the time to do it. To do this well, you need an innovation budget to allow for failure. Yes, failure. Why? Because you learn from failing and when you fail fast and cheap, you achieve success with confidence. With digital, this is the way of things.

What you really want to know: How many clicks? And importantly: How many conversions (applications and enrollments)?

Read on...

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Know Your Neighborhood - Fall 2017
Global Alumni Management for U.S. Institutions