D A TA N R D S S

AIRC

Q Y U T A I R American International L I G T E Y T N I

Recruitment Council

AIRC 7th Annual Conference December 2-5, 2015 Hilton Diplomat Hollywood, Florida, USA

www.airc-education.org Welcome from AIRC’s Executive Director

Dear Conference Participants:

It has been my distinct honor to watch AIRC’s Annual Conference evolve into the dynamic event that it has become.

We plan this conference to encourage our members to expand and share their knowledge, skills, and strategies with fellow recruitment professionals from around the world in support of AIRC’s mission. We hope you will take full advantage of the unparalleled expertise assembled here by actively participating in the dynamic sessions as well as the many networking opportunities.

Thank you for joining us.

John Deupree Executive Director

Mission Statement The American International Recruitment Council works to safeguard the interests of both international students and enrolling institutions through the promotion of ethical, standards-based international recruitment strategies.

Conference Schedule and Participant List can be found at this URL. Presentations will be posted to this site following the conference and archived as a member resource. http://www.airc-education.org/content.asp?admin=Y&contentid=209 AIRC Certification AIRC LEADERSHIP Welcome from AIRC’s Executive Director Standards AIRC Board of Directors Ross Jennings, President, Green River College Standard 1: Organizational Effectiveness Pia Wood, President-Elect, Treasurer, • Mission and Purpose, Long-Term Planning • Governance and Ownership University of Tennessee, Knoxville • Management, Hiring, Evaluation and Training Processes Mary Marquez Bell, Past President, Secretary, • Range of Business Offerings and Offices SUNY College at Old Westbury • Sustainability, Fee and Refund Policies, Handling of Gary Bergman, Agency Delegate, College Study US Student Financial Aid Kirsten Feddersen, Institutional Delegate, Southern New Hampshire University Standard 2: Integrity of Recruitment Process Stephen Foster, Wright State University • Training and Knowledge of U.S. Education Sabine Klahr, University of Utah • Truth in Advertising and Marketing John Pomeroy, SUNY University at Albany • Respect for Intellectual Property Wang Wei, Wiseway Global • Staying Current with U.S. Immigration Regulations • Keeping Updated on Institutional Offerings Non-Voting Members • Accountability for Agents and Sub-Agents George Beers, Chair, Certification Commission,

Foothill and De Anza Colleges Standard 3: Student and Family Engagement Pre- and Norman Peterson, Chair, Advocacy Committee, Post-Enrollment Montana State University, Retired • Written Student Services Contract • Confidentiality of Records John Deupree, Executive Director, AIRC • Communication with Family and Handling of Legal Minors AIRC Certification Commission • Deliverable Promises and Guarantees George Beers, Chair, Foothill and De Anza Colleges • Awareness of U.S. Non-Discrimination Laws Geraldine de Berly, Syracuse University • 3-Year Record Keeping and Surveying Students George Burke, Cleveland State University Marilyn Cheung, Foothill and De Anza Colleges Standard 4: Institutional Engagement Pre- and Post- Sophia Iliakis Doherty, Peninsula College Recruitment Lindsey Garbenis, University of Cincinnati • Written Institutional Contract Jeet Joshee, California State University, Long Beach • Regular Contact with Partners Krista Northup, Cambridge Education Group • Confidentiality of Records Greet Provoost, Virginia Commonwealth University, Qatar • Authenticity of Documents Astrid Schmidt-King, Towson State University; Vedu • Surveying Clients Marcelo Siles, Old Dominion University • 3-Year Record Keeping

AIRC Staff Standard 5: Complaints Process • Mechanism for Complaints John Deupree, Executive Director • Response to Complaints Mike Finnell, Executive Director, Designate Jennifer Wright, Associate Director and Director of Certification AIRC Best Practice Laura Hirst, Member Services Coordinator Guidelines for Institutional Conference Event Staff and Pathway Members Tajah Mohr, Conference and Hotel Logistics Mary Swarna, Conference Program • Commitment to Proper Student Support Services Chris Telling, Technology Support • Accuracy in Marking Information • Student Recruitment Practices

• Engaged and Strategic Agent Management www.airc-education.org 1

AIRC wishes to thank its corporate and conference sponsors and strategic partners for their generous support!

AIRC Strategic Partners

AIRC Corporate Sponsor

AIRC Conference Sponsors

2 AIRC SEVENTH ANNUAL CONFERENCE December 2-5, 2015 AIRC wishes to thank its many supporters for their contributions to this conference.

Strategic Partners Exhibitors

ICEF Certified Agency Exhibitors International Education Advantage – Intead Aaditya Education and Migration Services Abacus Overseas Education Advisors Sponsors and Advertisers Can-Achieve Consultants Canam Consultants Air Concepts – Conference Event Sponsor Career Mosaic Beacon College – Program Insert College Study US Cambridge Education Group - Program Ad Council for American Education College Study US – Tote Bags EduShanghai International Co. ICEF - Conference Event Sponsor Edwise Consultants International Education Advantage - Intead - Conference GeeBee Education Event Sponsor Global Study Centre, Division of Europe Study Center Kaplan International – Global Pathways, Certification IAE Global Lunch IDP Education Saint Peter’s University – Program Insert JJL Overseas Education Consulting and Service Co. StudentMarketing – Sponsored Session PAC Asia Services StudyLink - Conference Wireless SIEC UStudy - Program Insert Study Abroad Association University Consultants of America – Sponsored Event Study Overseas Global Vedu - Corporate Sponsor The Professional Network (TPNL) UStudy Valmiki Group Wiseway Global Yathapu Consulting/i-20 Fever

AIRC Conference Other Exhibitors Air Concepts Mobile App BigChoice Group Sponsored by CGACC Educational Credential Evaluators, Inc. ICEF For your convenience, the AIRC International Education Advantage – Intead conference program is available as a International Education Research Foundation, Inc. (IERF) mobile application for iOS, Android Kaplan International – Global Pathways, Certification and Windows. StudyLink Terra Dotta United States Commercial Service Vedu

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Wednesday, December 2, 2015

TIME EVENT ROOM 8:30 a.m. - 7:30 p.m. Registration Open Regency Ballroom Foyer 9:30 a.m. - 4:45 p.m. Pre-Conference Workshop: Implementing an International South Tower Room 214 Strategic Recruitment Plan for U.S. Educational Institutions 1:00 p.m. - 4:00 p.m. Pre-Conference Workshop: Comprehensive Agency Management South Tower Room 201 for U.S. Educational Institutions 1:00 p.m. - 4:00 p.m. Pre-Conference Workshop: Agency Management Master Class South Tower Room 216 5:00 p.m - 6:00 p.m. AIRC Town Meeting: Meet New Executive Director and Discuss South Tower Room 212/213 AIRC Strategic Directions 6:15 p.m. - 7:15 p.m. Opening Reception South Palm Court (Outdoors) 8:00 p.m. - 11:00 p.m. Exhibitor Set Up Regency Ballroom 1

PRE-CONFERENCE PROGRAM

8:30 a.m. - 7:30 p.m. 1:00 p.m. - 4:00 p.m. Registration Comprehensive Agency Management for U.S. Regency Ballroom 1 Foyer Educational Institutions South Tower, Room 201 PRE-CONFERENCE WORKSHOPS AIRC has developed Institutional Guidelines for Best Pre-registration required. Practice that center on institutions’ commitment to engaging in close collaboration and clear procedures for sustainable agent-institutional relationships. This in- 9:30 a.m. - 4:45 p.m. depth workshop will present baseline and best practice Implementing an International Strategic approaches for agency management. Topics will include Recruitment Plan for U.S. Educational institutional readiness in terms of support, staffing, Institutions training and financial resources; vetting and selecting South Tower, Room 214 agency partners; what agencies expect from institutions; The full day workshop is designed for educators at effective agency engagement and training and the educational institutions concerned with planning a institutional – agency financial relationship. comprehensive recruitment program for their institution. Kirsten Feddersen, Southern New Hampshire University The focus will be on issues such as institutional buy in, Pushpinder Bhatia, PAC Asia Services budgets, and marketing as well as the pros and cons of Valeriana Daily, IDP Education various recruitment methodologies such as fairs, direct Krista Northup, Cambridge Education Group representation, dual degree, sponsored students, and other Dane Rowley, California Lutheran University means including agencies. Presenters are AIRC members with significant recruitment experience. David Di Maria, Montana State University David Bushey, IDP Education David Rector, Associates in Cultural Exchange Pia Wood, University of Tennessee

4 AIRC SEVENTH ANNUAL CONFERENCE December 2-5, 2015

1:00 p.m. - 4:00 p.m. in a question and answer session about AIRC operations, Agency Management Master Class standards, and strategic directions South Tower, Room 216 Ross Jennings, AIRC President Advanced recruitment professionals are invited to Pia Wood, AIRC President Elect participate in an interactive dialogue with AIRC Mike Finnell, Executive Director Designate Institutional and Agency members and Australian agency John Deupree, Executive Director experts. Jennifer Wright, Director of Certification Stephen Connelly, GlobalEd Services Mike Henniger, ICEF 6:15 p.m. - 7:15 p.m. Sonya Singh, SIEC Opening Reception South Palm Court (Outdoors) 5:00 p.m. - 6:00 p.m. Drinks and Networking AIRC Town Meeting-Meet AIRC Executive Director Designate Mike Finnell and Discuss AIRC Strategic Directions South Tower Room 212/213 Meet AIRC’s new director and join the AIRC Board and staff

AIRC Executive Director Transition

At the conclusion of the conference, AIRC’s first Executive Director, John Deupree, will officially retire. The Board has designated Mike Finnell as the next Executive Director and Mike has been working in transition with the AIRC staff for the past two months. Mike’s bio and background are located at www.airc-education.org on AIRC’s home page.

AIRC wishes to both acknowledge John’s many contributions to AIRC’s success, and to welcome Mike, as we enter this new phase. We also want to acknowledge the hard work and dedication of the entire AIRC staff, Board, Certification Commission members, and others who make this seamless transition possible.

Mike will be officially introduced at the town meeting. He is working with the Board to prioritize future projects and directions and will be available throughout the conference to meet with members and hear their ideas.

We will host a short program and toast in honor of John on Friday afternoon following the sessions and prior to the evening reception. The Board has named John as “Executive Director Emeritus” and he will continue to be available following the conference using his AIRC email address.

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Conference Presenters

David Adler, Chief Executive Officer, UStudy Kirsten Feddersen, Director of Global Outreach, Southern Angel Ahmed, International Recruitment Specialist, Intead New Hampshire University Jean-Marc Alberola, President, Bridge-Language and Mike Finnell, Executive Director Designate, AIRC Education Abroad Lily Fong, Assistant Director, International Recruitment, David Anderson, Vice President, Recruitment and Partner John Carroll University Support, ELS Language Centers Rylan Good, Director of International Recruitment, Juniata Tim Angle, Dean, Extended Education, California State College University Monterey Bay Bryan Gross, Vice President for Enrollment Management, May Arthur, Executive Vice President, EC English Western New England University George Beers, Dean of International Programs (retired), Jennifer Gruenewald, Director, International Student and Foothill and De Anza Colleges Scholar Services, University of Wisconsin, Milwaukee Pushpinder Bhatia, CEO and Managing Director, PAC Anna Harrison, Assistant Director of International Asia Services Admissions, Duquesne University Mary Marquez Bell, Vice President for Enrollment Steve Harvey, Managing Director, Foundation Campus, Services, SUNY College at Old Westbury Cambridge Education Group Gary Bergman, President, College Study US Mike Henniger, Vice President, Sales and Marketing, ICEF Ryan Buck, Assistant Vice President, International Affairs, Clay Hensley, Senior Director, International Strategy & Texas State University Outreach, The College Board George Burke, International Recruitment Specialist, SUNY Laura Hirst, Member Services Coordinator, AIRC University of Albany Phil Honeywood, Executive Director, IEAA David Bushey, Head of Client Relations, IDP Education Ross Jennings, Vice President of International Programs, Andrew Chen, Chief Development Officer, WholeRen Green River College Education Palle Steen Jensen, General Manager, EDU Danmark Patrick Colabucci, Director, American Language Center, Jeet Joshee, Associate Vice President, International UCLA Extension Education, Dean, College of Continuing and Stephen Connelly, Director, GlobalEd Services Professional Education, California State University - Long Beach Ron Cushing, Director, UC International Services, University of Cincinnati Jacqueline Kassteen, Director, ICEF Monitor, ICEF Geraldine de Berly, Senior Associate Dean, University Sandra Kimura, Associate Director, Whatcom Community College, Director of English Language Institute Syracuse College University Shariful Khan, Founder and CEO, The Professional John Deupree, Executive Director, AIRC Network, TPNL David DiMaria, Associate Provost, Office of International Ophelia Lee, Founder and Director, Maxway Education Programs, Montana State University Hilka Leicht, Managing Director and Owner, IEC – Majka Drewitz, Senior Evaluator, Educational Credential International Education for Global Minds Evaluators, Inc. Yunxiang (Maggie) Li, Marketing Associate, Intead Mark Lucas, Managing Director, iae GLOBAL Network

6 AIRC SEVENTH ANNUAL CONFERENCE December 2-5, 2015

Conference Presenters continued

Carol Mandzik, Director of International Recruitment, Mike Schroder, Associate Vice President, International Alma College Programs, California State University, San Marcos Charles Nieman, Director, International Initiatives, Sonya Singh, Managing Director, SIEC Shepherd University Sushil Sukhwani, Director, Edwise International Krista Northup, Director of University Partnerships, Charles Swain, Director, International Student and Cambridge Education Group Scholar Services, University of Utah John Pomeroy, Director of International Admissions and Paul Thompson, Associate, Education Group, Cooley, LLP Recruitment, SUNY University of Albany Samuel Vetrak, CEO, Student Marketing Andy Ray, International Recruitment Manager, University of Tennessee, Knoxville Ben Waxman, CEO, Intead David Rector, Senior Director of Enrollment Services, Jonathan Weller, Director, International Admissions, Associates in Cultural Affairs University of Cincinnati Carolyn Redmond, Manager of Logistics, IDP Education Michael Wilhelm, Director of Office of International Students, West Virginia University Dane Rowley, Director of International Admission, California Lutheran University Pia Wood, Associate Provost, University of Tennessee, Knoxville Parminder Sall, Business Development Manager, SIEC Jennifer Wright, Director of Certification, AIRC

SAVE THE DATE AIRC’s 8th Annual Conference

November 30 - December 3, 2016 South Florida

www.airc-education.org

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Thursday, December 3, 2015

TIME EVENT ROOM 8:00 a.m. - 4:30 p.m. Registration Open Regency Ballroom Foyer 8:00 a.m. - 5:00 p.m. Exhibit Hall Open Regency Ballroom 1 8:00 a.m. - 9:00 a.m. Coffee in Exhibit Hall Regency Ballroom 1 9:00 a.m. - 10:00 a.m. Conference Welcome and Comments Regency Ballroom 2 10:00 a.m. - 10:30 a.m. Coffee Break in Exhibit Hall Regency Ballroom 1 10:30 a.m. - 11:45 a.m. Concurrent Sessions & Discussions • Online Application Systems South Tower 216 • Agency - Educator Dialogue I: Student Transfers South Tower 212/213 • Wanted: Agency to Work with a Small College South Tower 201 • Does Disruption Mean Extinction? Atlantic Ballroom 1 in CC2 12:00 p.m. - 1:30 p.m. Networking Lunch Regency Ballroom 2 1:45 p.m. - 3:00 p.m. Concurrent Sessions & Discussions • What Should I Expect After Signing the Contract? Atlantic Ballroom 1 in CC2 • Market Spotlight: Southeast Asia South Tower 201 • Agency - Educator Dialogue II: Member Inquiries South Tower 212/213 • Budgeting for International Recruitment South Tower 216 3:00 p.m. - 3:30 p.m. Coffee Break in Exhibit Hall Regency Ballroom 1 3:30 p.m. - 4:45 p.m. Concurrent Sessions & Discussions • Trends in Engagement of Agencies South Tower 216 • Using Mobile Marketing to Recruit South Tower 212/213 • Navigating Compensation Structures for ROI Atlantic Ballroom 1 in CC2 • Are Pathway Programs the Right Fit for Your Institution? South Tower 201 6:00 p.m. - 8:00 p.m. Reception Sponsored by ICEF Regency Ballroom 1 and 2

Share Your Thoughts An overall Conference evaluation form is located inside this conference program pages: 19 and 20. An overall Conference evaluation form is also in the conference mobile app. Please take a few minutes following each session to share your thoughts using evaluation forms found in each session room. We greatly value your input and each year use your feedback to help plan next year’s conference.

8 AIRC SEVENTH ANNUAL CONFERENCE December 2-5, 2015

Thursday, December 3, 2015 CONFERENCE PROGRAM

8:00 a.m. - 4:30 p.m. 10:30 a.m. - 11:45 a.m. Conference Registration Regency Ballroom Foyer Does Disruption Mean Extinction? Looking Beyond Our Industry for Inspiration, Trends, and Forecasts 8:00 a.m. - 5:00 p.m. Convention Center, 2nd floor, Atlantic Ballroom 1 Exhibit Hall Open This session begins by reviewing some of the major disruptions in the international education industry, which 8:00 a.m. - 9:00 a.m. will enable us to tease out several key trends around Coffee in Exhibit Hall international student mobility in top sending and receiving Regency Ballroom 1 countries. Areas covered include: • government regulations and scrutiny, 9:00 a.m. - 10:00 a.m. • economic crisis, Conference Welcome and Opening Comments • education and immigration reforms in major markets, Regency Ballroom 2 • e-learning and technology, • English-medium programming, Conference Welcome, Introduction of Board and • mergers, closures, acquisitions, Special Guests • vertical integration business models. We then look beyond our industry to get inside the world Opening Comments: AIRC at the Crossroads of tomorrow’s consumer in order to ensure that our John Deupree, Executive Director marketing strategies and techniques remain relevant and cutting edge. We’ll review rising trends and share inspiring examples from other industries such as youth travel, hotels, 10:00 a.m. - 10:30 a.m. cruises, luxury, technology, finance, etc. Coffee Break in Exhibit Hall Jacqueline Kassteen, Director, ICEF Monitor Regency Ballroom 1

Concurrent Sessions and Discussions Wanted: Agency to Work With a Small College South Tower, Room 201 Program Notes: Both agencies and small institutions often struggle • Agency/Educator Dialogues A key element of AIRC to market small institutions and increase successful is the capacity for open dialogue between recruitment placements. Participants will hear from two small colleges agencies, educators, and others who represent different and an AIRC agency about marketing institutions that faces of student mobility. Most session time blocks have high quality academic programs but are not among include one “agency-educator dialogue” noted in the the top 100 list. Discussion topics from both agency and program as a discussion focused on specific questions. In institutional perspectives will include: finding the right these discussions the audience are the experts-and the market (country), setting realistic expectations, building dicussion will be based on an open dialogue moderated by relationships finding ways to support agency marketing agency and educator subject experts. efforts, conveying the right marketing message (moving • 30 minute mini sessions New in 2015 are a few beyond rankings), working with different agency placement session blocks that are 30 minutes in length. Feel free models (F and J and transfer recruitment). to stay for both mini sessions for one hour or move to Mary Marquez Bell, SUNY Old Westbury another on-going 75 minute session. Gary Bergman, College Study US Carol Mandzik, Alma College

Thursday Session descriptions continued on following page

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10:30 a.m. - 11:45 a.m. continued

Agency- Educator Dialogue I - Student Transfer What Should I Expect After Signing the Contract? Issues and “Spot Admissions” Convention Center, 2nd floor, Atlantic Ballroom 1 South Tower, Room 212/213 Active contracts require attention from both signatories. A student transfers from the agency partner institution Experts from the Australian and UK markets with vast shortly after arrival and neither the agency or the experience in agency management will discuss their institution are happy. What can agencies and institutions strategies for maximizing the institutional – agency do to reduce this likelihood and manage the implications? relationship once the contract has been signed. The session A U.S. institution or agency representing it advertises “On will describe the importance of institutional budgeting and the Spot Admissions” decisions in its marketing materials. planning for agency engagement and will cover how to get What does this really mean? Is this allowable under U.S. the most out of face to face visits, email communications, immigration regulations? What are the pertinent federal regulations about which institutions and agencies need to agency enhanced marketing plans and follow through. be aware? Sonya Singh, SIEC Ron Cushing, University of Cincinnati Stephen Connelly, Global Education Services Parminder Sall, SIEC Market Spotlight - Southeast Asia - Recruitment Online Application Systems – How to Make Them Landscape Work for Both Universities and Agencies South Tower, Room 201 South Tower, Room 216 What is the current recruitment landscape in SE Asia? Online application systems often create unanticipated This session will discuss challenges and opportunities, problems for universities with an agency based recruitment marketing strategies, and agency strategies in Indonesia, strategy. Presenters will share their experiences in Thailand and Vietnam and other emerging markets in the optimizing online student application systems to support Southeast Asian region the goals of both the agency and the university. Ian Cann, ICEF Hilka Leicht, IEC Mike Schroder, California State University San Marcos Agency- Educator Dialogue II - Managing Member Inquiries 12:00 p.m. - 1:30 p.m. South Tower, Room 212/213 Networking Lunch Both AIRC Certified agencies AIRC member institutional Pick up boxed lunch in Regency Ballroom 2 members (particularly small colleges) frequently report frustration with prospective partners not responding to their inquiries. What is the disconnect and what are the 1:45 p.m. - 3:00 p.m. solutions? Bryan Gross, Western New England University Budget 101 Shariful Khan, TPNL South Tower, Room 216 Review basic budget categories for implementing an active international recruitment plan. Estimate the costs of 3:00 p.m. - 3:30 p.m. starting a new plan with one or two overseas trips. Review Coffee Break in Exhibit Hall and compare the cost of two different types of recruitment Regency Ballroom 1 road trips. Mary Marquez Bell, SUNY Old Westbury Jeet Joshee, California State University, Long Beach

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3:30 p.m. - 4:45 p.m. perspective from agents and institutions on this important, albeit sometimes uncomfortable, part of the agent- Trends in the Engagement of International institution relationship. Student Recruitment Agencies by U.S. Higher David Bushey, IDP Education Educational Institutions Ron Cushing, University of Cincinnati South Tower, Room 216 Kirsten Feddersen, Southern New Hampshire University What are agency adoption rates by U.S universities two years after NACAC’s decision to permit the use of incentive- Are Pathway Programs the Right Fit For Your based agents in international student recruitment? Institution? This session will summarize research on this question South Tower, Room 201 conducted by Bridge Education and StudentMarketing. Should your university consider engaging a pathway Jean-Marc Alberola, Bridge Education Group program to increase its international student population? Samuel Vetrak, StudentMarketing This session will overview of the various types of Bryan Gross, Western New England University pathway programs including internal ones created by the university, collaborative programs with foreign partner Using Mobile Marketing to Recruit International universities or organizations, and various types of third Students party pathway programs (ESL, Foundation) located on South Tower, Room 212/213 or near host university campuses. The presenters will International students live on their mobile devices and discuss recruitment, management, logistical and budgetary interact on social media daily. This interactive session implications for these models. In addition, the session is specifically designed to de-mystify mobile marketing will cover such topics as the potential benefits and risks complexities in new markets. Topics addressed include: of the different types of pathway programs, the impact on mobile website design; audience engagement; mobile lead admission standards and student support services, potential generation tools;. specific data about mobile marketing competition with existing university units/offices, and opportunities in the Middle East; and mobile marketing in pathway programs for large vs. small institutions. the context of a larger student engagement plan. Session Pia Wood, University of Tennessee, Knoxville participants will receive a matrix comparing a range of Mary Marquez Bell, SUNY Old Westbury current mobile marketing options. Chalimar Swain, University of Utah Carolyn Redmond, IDP Education Charles Nieman, Shepherd University Angel Ahmed, Intead Ben Waxman, Intead 6:00 p.m. - 8:00 p.m. Navigating Compensation Structures to Maintain Reception Sponsored by ICEF Return on Investment Regency Ballroom 1 and 2 Convention Center, 2nd floor, Atlantic Ballroom 1 Network with other conference participants. So, your institution’s agency pool is growing and each one Appetizers and Drinks is proposing a different compensation structure. How do you determine which compensation structure (or more) is the right fit for your institution? How do you measure the ROI to ensure the profitability of the relationship? Hear the

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Friday, December 4, 2015

TIME EVENT ROOM 8:00 a.m. - 4:30 p.m. Registration/Information Desk Open Regency Ballroom Foyer 8:00 a.m. - 5:00 p.m. Exhibit Hall Open Regency Ballroom 1 8:00 a.m. - 9:00 a.m. Coffee in Exhibit Hall Regency Ballroom 1 9:00 a.m.- 10:15 a.m. Concurrent Sessions & Discussions t
Obstacles to International Student Success on Your Campus South Tower 212/213 t
Facilitating Second Chance Access for Dismissed Chinese South Tower 216 Students t
How to Make the Most of Your Recruitment Trip Atlantic Ballroom 1 in CC2 t
Tools for Accountability in Agency - Institutional Partnerships South Tower 201 10:15 a.m. - 10:45 a.m. Coffee Break in Exhibit Hall Regency Ballroom 1 10:45 a.m. - 12:00 p.m. Concurrent Sessions & Discussions t
How Top 10 Community Colleges Recruit Atlantic Ballroom 1 in CC2 t
What US Institutions Need to Know About Sub-Agents South Tower 216 t
Agency - Educator Dialogue III: Understanding Partner South Tower 212/213 Expectations t
Market Spotlight: Do WeChat? South Tower 201 12:00 p.m. - 1:30 p.m. Luncheon Sponsored by Kaplan International Global Pathways Regency Ballroom 2 and 3 AIRC President Report Recognition of Newly Certified Agencies

1:45 p.m. - 3:00 p.m. Concurrent Sessions & Discussions t
Three-Way Recruiting Relationship: Institutions, Agencies and Atlantic Ballroom 1 in CC2 Pathways t
Finding the Balance in Recruitment Channels South Tower 216 t
Agency - Educator Dialogue IV: Understanding Partner South Tower 212/213 Expectations t
Certified Agencies as Preferred Vendors (30 minute mini session) South Tower 201 t
Build a Strategy: International Marketing (Sponsored-30 minute South Tower 201 mini session) 3:00 p.m. - 3:30 p.m. Coffee Break in Exhibit Hall Regency Ballroom 2 3:30 p.m. - 4:45 p.m. Concurrent Sessions & Discussions t
Best Practices in Agency - Institution Communication Atlantic Ballroom 1 in CC2 t
Utilizing Student Mobility Data for Strategic Recruitment South Tower 212/213 Planning t
Market Spotlight: India Market Development Strategies South Tower 201 t
Agency - Educator Dialogue V: Agency Service Fees South Tower 216 5:00 p.m. - 6:00 p.m. Celebrating John Deupree’s Retirement Regency Ballroom 2 6:30 p.m. - 8:30 p.m. Reception Sponsored by Air Concepts The Landings

12 AIRC SEVENTH ANNUAL CONFERENCE December 2-5, 2015

Friday, December 4, 2015

8:00 a.m. - 4:30 p.m. How to Make the Most of Your Recruitment Trip Registration/Information Desk Open Convention Center, 2nd floor, Atlantic Ballroom 1 Regency Ballroom Foyer This session will begin with a discussion about the portfolio approach to international student recruitment. A variety 8:00 a.m. - 5:00 p.m. of strategies for recruiting international students will be Exhibit Hall Open outlined, including marketing materials, high school visits, Regency Ballroom 1 third party fairs, government-sponsored fairs, alumni recruitment activities, joint academic programs with partner institutions, university group trips, and agency- 8:00 a.m. - 9:00 a.m. based recruitment. Strategies to recruit international Coffee in Exhibit Hall students domestically will also be reviewed including Regency Ballroom 1 partnering with community colleges, visiting embassies (educational offices) and working with sponsoring 9:00 a.m. - 10:15 a.m. organizations. After this overview, detailed information will be presented about how to maximize these strategies Research Presentation: Obstacles to during a recruitment trip. Advice and tips will be provided International Student Success on Your Campus for recruiters on the ground for each of these strategies. South Tower, Room 212/213 Pia Wood, University of Tennessee What do international students cite as the greatest obstacles Andy Ray, University of Tennessee to their success at US campuses? This session will present Michael Wilhelm, West Virginia University research which has been conducted by ELS, University of Cincinnati and IAU including differences cited as to what Tools for Accountability in Agency - Institution students’ biggest challenges are by nationality. The session Partnerships will conclude with a discussion on solutions. South Tower, Room 201 David Anderson, ELS Language Centers The AIRC Certification process includes verification that Ron Cushing, University of Cincinnati AIRC standards are being met, an on-site review of agency operations and a public comment and complaint forum Departing From the Darkness of Dismissals: which may result in investigation of certified agencies Co-Facilitating “Second Chance” Access and by the AIRC Certification Commission. In this session the Accomplishment presenters will briefly describe these processes and also South Tower, Room 216 offer tips for institutions on how to monitor best practice While many institutions have seen a pervasive influx by their certified and non-certified agency partners and of Chinese students, not all of the enrolled students methodologies to instill ongoing best practice by their are performing productively. This session will outline agency partners. a program in which an agency and a U.S. institution Jennifer Wright, AIRC collaborated to place several dismissed students in Jon Weller, University of Cincinnati an institution and supported them with tailored, George Beers, Foothill and De Anza Colleges individualized tutoring to regain academic excellence and confidence before they transferred back to universities. The session will also detail how student progress is co- 10:15 a.m. - 10:45 a.m. facilitated, improved and documented. Coffee Break in Exhibit Hall Sandra Kimura, Associate Director, Whatcom Community Regency Ballroom 1 College Andrew Chen, Chief Development Officer, WholeRen Education Friday Session descriptions continued on following page

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Friday, December 4, 2015 continued

10:45 a.m. - 12:00 p.m. Market Spotlight: Current Student Trends in China: Do WeChat? Every School Has a Niche – How Three Top Ten South Tower, Room 201 Community Colleges Recruit International How do Chinese students chat? Do YOU chat? Are Students you on WeChat? Join us for a presentation about the Convention Center, 2nd floor, Atlantic Ballroom 1 changing ways Chinese students interact and learn Green River, Foothill and De Anza Colleges rank among about international study options. Learn how to evaluate the top 12 U.S. community colleges in international traditional and emerging social media channels available student enrollment. What is the secret of their success? This in China and avoid common pitfalls that hamper session will cover the evolution of the three institutions’ successful recruitment in this country. Hear first hand international growth including campus decision making stories from China experts about traditional and emerging and collaboration, marketing message, value proposition, marketing options universities and agencies are using to and methodologies including articulation agreements reach Chinese students. Review the changing economic and agency partnering. Participants will be offered the conditions, demographic and regulatory trends and other opportunity to ask questions and discuss their own factors that affect student recruitment in China. institution’s challenges. Ophelia Lee, Maxway Education Ross Jennings, Green River College Patrick Colabucci, UCLA Extension George Beers, Foothill and De Anza Colleges Yunxiang (Maggie) Li, Intead

What Do U.S. Institutions Need to Know About the 12:00 p.m. - 1:30 p.m. Role of Sub-Agencies? Luncheon and Agency Certification South Tower, Room 216 Ceremony Sponsored by Kaplan International - Many certified agencies partner with other agencies to Global Pathways share student leads, institutional placement and other Regency Ballroom II and III aspects of the agency-institutional relationship. How t


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14 AIRC SEVENTH ANNUAL CONFERENCE December 2-5, 2015

Friday, December 4, 2015 continued

1:45 p.m. - 3:00 p.m. Agency Educator Dialogue IV - Understanding Partner Expectations The Three-Way Recruiting Relationship: South Tower, Room 212/213 Institutions, Agencies and Pathway Providers In an institution-agency relationship, there are bound to be Convention Center, 2nd floor, Atlantic Ballroom 1 challenges. The discussion session provides both sides with Universities and pathway programs both have direct an opportunity to voice what is most important to them relationships with agencies which can often evolve into a in maintaining a healthy and constructive relationship to three-way recruiting relationship. This panel will explore reduce frustrations and unrealistic expectations. both the opportunities and challenges of this three-way Kirsten Feddersen, Southern New Hampshire University relationship and will include practical examples of how to Palle Steen Jensen, Edu Danmark leverage it. Steve Harvey, Cambridge Education Group Krista Northup, Cambridge Education Group 1:45 p.m. – 2:15 p.m. Mini Presentation Tim Angle, California State University, Monterey Bay (30 minutes) May Arthur, EC English Language Centers Certified Agencies as Preferred Vendors for State Mark Lucas, IAE Global Institutions South Tower, Room 201 Finding the Right Balance: Maximizing The State of Texas appointed AIRC (certified agencies) Effectiveness of Your International Recruitment as the preferred vendor for State contracts in their Channels procurement process. How does this process work and how South Tower, Room 216 does it benefit both the institutions and the agencies? As the world of international student recruitment grows Ryan Buck, Texas State University more competitive, how can U.S. institutions and agencies continue to identify and attract best-fit international 2:30 p.m. – 3:00 p.m. Mini Presentation degree-seeking, undergraduate students? A panel of experts, well-versed in international student recruitment, (30 minutes) admission, and enrollment management, will discuss How to Build a Strategy for International recent student mobility trends and outline approaches and Marketing strategies being applied by different types of universities. South Tower, Room 201 This session will also explore how different recruitment Are you having a hard time entering new markets? Are channels within multiple contexts can be measured you struggling with marketing channels, despite them and optimized to achieve an institution’s enrollment often not working as they should? Join industry strategist management goals. Samuel Vetrak, who will share his 14 years of experience Clay Hensley, The College Board in international recruitment at this mini-session. Use this Lily Fong, John Carroll University opportunity to discuss your marketing with him, and find Rylan Good, Juniata College out what specific steps your institution needs to take to stay ahead of the curve. Samuel Vetrak, Student Marketing

3:00 p.m. - 3:30 p.m. Coffee Break in Exhibit Hall Regency Ballroom 1

Friday Session descriptions continued on following page

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Friday, December 4, 2015 continued

3:30 p.m. - 4:45 p.m. Market Spotlight: India Market Development Best Practices in Effective Agency-Institution Strategies Communication South Tower, Room 201 Convention Center, 2nd floor, Atlantic Ballroom 1 Recruitment in India has evolved in view of strategies Communication is critical in any relationship. Effective adopted by other countries. A panel of experts in the Indian communication in an agency-institution partnership can market will guide the audience on the future path for contribute greatly to tangible success. In this session, best institutions to create a stable supply source for students practice communication strategies between agencies and from India. institutions will be presented and discussed. Sushil Sukhwani, Edwise International Carolyn Redmond, IDP Education George Burke, University of Albany Anna Harrison, Duquesne University Mike Henniger, ICEF John Pomeroy, University of Albany Inform Your International Recruiting Plans With Current Student Mobility Data Agency - Educator Dialogue V - Agency Service South Tower, Room 212/213 Fees - Reality or Rip Off? Which international markets are now the best recruiting South Tower, Room 216 targets for your international student enrollment plans? Agencies may charge fees to students which range from At this session, The College Board and Intead will present a few hundred dollars to many thousands. What do these the latest data available on trends in international student fees cover? Are they fair and reasonable? What limits can or mobility and how to use the data to inform your digital and should institutions impose on such fees? off-line marketing efforts. Participants will learn how data Gary Bergman, College Study US can support their partnerships with international recruiting Jonathan Weller, University of Cincinnati agents and universities overseas. Participants also will learn how data and analytics can support their plans to 5:00 p.m. - 6:00 p.m. attend international student fairs. Celebrating John Deupree’s Retirement Clay Hensley, The College Board Regency Ballroom 2 Jennifer Gruenewald, Director, International Student and Help the AIRC Board and staff wish John Deupree a very Scholar Services, University of Wisconsin, Milwaukee happy retirement. A short program will be followed by a Ben Waxman, Intead toast.

6:00 p.m. - 8:30 p.m. Reception Sponsored by Air Concepts

The Landings – Across Second Floor Walkway to the Landings Canal Front

Cash Bar. Pick up two free drink tickets from Air Concepts exhibit in Regency Ballroom 1.

16 AIRC SEVENTH ANNUAL CONFERENCE December 2-5, 2015

Saturday, December 5, 2015

TIME EVENT ROOM 8:00 a.m. - 12:00 p.m. Registration/Information Desk Open Regency Ballroom Foyer 8:00 a.m. - 11:00 a.m. Exhibit Hall Open Regency Ballroom 1 8:00 a.m. - 9:00 a.m. Coffee in Exhibit Hall Regency Ballroom 1 9:00 a.m. - 10:15 a.m. Concurrent Sessions & Discussions South Tower Rooms • AIRC Credential Authenticity Initiative (30 minute mini session) 316 • Maximizing Your AIRC Membership (30 minute mini session) 316 • Legal Implications of External Contracting: AIRC’s Law Firm 314 • All Hands on Deck: Collaborating with Student Services Crystal Room - Lobby Level 10:15 a.m. - 10:45 a.m. Coffee Break in Exhibit Hall Regency Ballroom 1 10:45 a.m. - 12:00 p.m Envisioning the Future: Challenges and Opportunities in Crystal Room - Lobby Level International Recruitment: 12:00 p.m. Conference Ends

8:00 a.m. - 12:00 p.m. 9:45 a.m. – 10:15 a.m. Mini Presentation Registration/Information Desk Open (30 minutes) Regency Ballroom Foyer Maximizing Your Professional and Partnership Development Through AIRC Member Resources 8:00 a.m. - 11:00 a.m. South Tower, Room 316 Exhibit Hall Open The Online Directory and Resource Library are two key Regency Ballroom 1 AIRC member benefits. In this mini-session, AIRC members will learn how to maximize their membership through 8:00 a.m. - 9:00 a.m. the use of these online tools. The presentation will focus on profile creation, searching for/connecting with other Coffee in Exhibit Hall members, and understanding the library’s content and Regency Ballroom 1 classification system. Laura Hirst, AIRC 9:00 a.m. - 10:15 a.m. All Hands on Deck: Collaborating with Student 9:00 a.m. – 9:30 a.m. Mini Presentation Affairs Colleagues in International Student (30 minutes) Services ECE and AIRC - Document Authenticity and AIRC Crystal Room - Lobby Level Standards The ability to provide exceptional services to international South Tower, Room 316 students is partially dependent upon stakeholders based What role can and should AIRC play in monitoring and outside of the international student office. This session enforcing document authenticity in transactions between explores strategies for increasing collaboration between agencies and institutions? AIRC and ECE have partnered to the international student office and student affairs units. identify best practices in document registration, transfer, Participants will leave the session with an enhanced and monitoring in two pilot countries-China and India. understanding of the core values embedded within the Hear from AIRC and ECE staff on plans and timetables for student affairs profession and practical ideas for appealing to this project-and contribute your thoughts and ideas. these values in order to increase collaboration and improve Majka Drewitz, ECE services for international students on their campuses. Mike Finnell, AIRC David DiMaria, Montana State University Lily Fong, John Carroll University

Saturday Session descriptions continued on following page

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Saturday, December 5, 2015 continued

Legal Implications of External Contracting: 10:45 a.m. - 12:00 p.m. AIRC’s Law Firm Closing Plenary: South Tower, Room 314 Envisioning the Future: Challenges and A representative from Cooley, LLP, AIRC’s legal advisers, Opportunities in International Recruitment will discuss the legal risks associated with partnering Crystal Room, Lobby Level Ocean Side with external recruiting, marketing, and/or pathway Success and longevity in the field of international firms (particularly abroad) as well as common contract recruitment depends in part on the ability to adapt to provisions and best practices for working with counsel to changing market forces. AIRC member representatives mitigate those risks. and other market experts will share their ideas on how a Paul Thompson, Cooley, LLP dynamic market informs their business strategies, likely future trends in international recruitment and how may 10:00 a.m. - 10:30 a.m. these affect AIRC and its members. All participants will be Coffee Break in Exhibit Hall invited to discuss and contribute to the presentations as the Regency Ballroom 1 capstone of this year’s conference. Moderator: Geraldine de Berly, Syracuse University May Arthur, EC English Phil Honeywood, IEAA Palle Steen Jensen, EDU Danmark Jaqueline Kassteen, ICEF Monitor Jeet Joshee, California State University, Long Beach

12:00 p.m. Conference Ends

Thank you for joining our discussion.

18 AIRC SEVENTH ANNUAL CONFERENCE December 2-5, 2015

2015 CONFERENCE—OVERALL ASSESSMENT (Please complete both sides of this form)

Name (Optional): ______

Affiliation: Institution___ Agency___ Pathway___ Non-AIRC Member___ Other___

A. Rate your Responses on a of 1 (Low) to 5 (High) Conference met my learning objectives needs and expectations 1 2 3 4 5 N/A Comments:

Conference sessions overall were useful and informative 1 2 3 4 5 N/A Comments:

The 30 minute mini-session format was effective and instructive 1 2 3 4 5 N/A Comments:

There were sufficient networking opportunities 1 2 3 4 5 N/A Comments:

The conference connected me with exhibitors/sponsors whose services I could use at my organization 1 2 3 4 5 N/A Comments:

Continued on next page www.airc-education.org 19

The hotel facilities were suitable and adequate 1 2 3 4 5 N/A Comments:

B. Your Appraisal and Assessment Session you found offered the most interest and value—and why:

Session you found offered the least interest and value—and why:

Additional topics/speakers you recommend for the 2016 Conference:

What programs or activities would you like AIRC to offer members between our annual conferences?

I would be interested in volunteering to help plan the AIRC 2016 conference

(please list name and your email) ______

20 AIRC SEVENTH ANNUAL CONFERENCE December 2-5, 2015

LEARN FROM US Successful International Recruiting Looks Like This

Digital technology +1-717-746-8323 to attract, recruit, orient, retain international students www.intead.com Vedu.AIRC.4.25wx5.5h.outlines.inddAchieve 1 11/3/2015 more 3:47:59 PM * *Become our partner and achieve international student recruitment success

For more information visit: www.oncampus.global

www.airc-education.org 21

Meet quality agents from around the world

ICEF Events

Liverpool Moscow Toronto Sept 2016 Mar 2016 May 2016 Beijing Berlin Oct 2016 Nov 2015 Istanbul Feb 2016 Seoul Tokyo Miami Feb 2016 Feb 2016 Dec 2015 Dubai Feb 2016 Mexico City Bangkok Ho Chi Minh City Mar 2016 Bogotá Jun 2016 Jun 2016 Mar 2016

Melbourne São Paulo Apr 2016 Sept 2016

Global Workshops For educators, service providers and agents from all over the world ICEF Higher Education Workshop, Liverpool, UK Sept 10 - 12, 2016 ICEF Berlin Workshop, Germany Oct 30 - Nov 01, 2016

Regional Workshops For educators and service providers from all over the world and agents from specific countries and regions ICEF Dubai Workshop, UAE Feb 01 - 03, 2016 ICEF Moscow Workshop, Russia Mar 18 - 20, 2015 ICEF Latin America Workshop, São Paulo, Brazil Sept 22 - 24, 2016 ICEF Beijing Workshop, China Oct 12 - 14, 2016

Destination Workshops For educators and service providers from Canada / USA or Australia / New Zealand and agents focussed on these study destinations ICEF North America Workshop - Miami, USA Dec 07 - 09, 2015 Australia New Zealand Agent (ANZA) Workshop, Melbourne Apr 13 - 15, 2016 ICEF North America Workshop - Toronto May 12 - 14 , 2016

Agent Roadshows For international educators and selected agents from key markets ICEF Japan - Korea Agent Roadshow, Tokyo & Seoul, Feb 23 - 25, 2016 ICEF Mexico - Colombia Agent Roadshow, Mexico City & Bogotá Mar 01 - 04, 2016 ICEF Thailand - Vietnam Agent Roadshow, Bangkok & Ho Chi Minh City Jun 14 - 16, 2016 Agent Focus For educators and service providers focussing on key / emerging markets ICEF Turkey Agent Focus, Istanbul For more information or to make a booking, contact: Feb 08 - 09, 2016 Ian Cann Partnership Forum [email protected] For international Higher Education Institutions +1 888 371 5556 ICEF Higher Education Partnership Forum, Liverpool, UK Sept 13, 2016

www.icef.com