As a former Head of an international boarding school, I've firsthand  experience expanding an international recruiting program globally. At one time, I was on the road fundraising and recruiting students 50 to 70 days a year. I worked with a school admission's staff to double its boarding enrollment, move from 10 agents to over 600, and shifted from attending two recruiting fairs a year to at seven. I recognized that a school that recruits from multiple markets with multiple sources of recruiting resources (e.g., agents, fairs, media, website, sister schools) will fare better in a global economy.
I want to share with you that schools need to continually seek multiple sources of revenue for their school to ensure that they become completely tuition based. Alternatively, your various channels that generate capital for your school can be used as a rainy day fund to stock pile for new projects or extended programming beyond your core.
My approach is that your school should always be maximizing multi-channels of revenue generating sources. This could include: advertising in your gym; school store, partnering with local industry, and more.
One source of revenue that your school should seriously consider is adding an international student program. And quite frankly, any school should be able to add this type of program. Typically, an international student will generate more net income than a day student, even after marketing and programming expenses. And on a school level, bringing in an international student program will add a new dimension to the educational experience for your students and staff.
On a business model, by diversifying your market area, you're being proactive and ensuring that as one market takes a dip you're seeking students from markets where students are seeking an international learning experience. Provided below is a starting point for you as you consider adding an international program for your school.
What Is An International Program?
International Programs provide students a combination of an outstanding education with the opportunity to live and travel in a new country. An effective program promotes and markets your school as a destination for international students. This includes programs such as: one-year or one-semester ESL programs; High School graduation for fully integrated International students; short-term programs; summer and winter programs; exchange programs; extended travel programs, and even sister school programs.
Advantages For Your School
An International Program enhances the overall educational value for your current students, an appreciation and understanding of other cultures, and lifelong global friendships. In addition, the program provides a positive revenue centre from the extra tuition, diversifies your recruiting market, reduces the impact of regional economic cycles, expands your fundraising profile, and establishes exchange programs that your students and staff can take advantage of.
What Makes An Effective International Program?
There are a number of factors that are inherent in an effective program. This includes: allowing international students to choose from short- and long-term integrated programs from elementary through to secondary levels; promoting a flexible, accessible, and internationally oriented programs of education (e.g., ESL, AP, IB); highly qualified and experienced instructors; ensuring a quality learning experience in a spectacular North American setting; fostering multiculturalism and a global perspective, and assisting international students through a variety of on-campus services and student support centre (e.g., medical, counselling, travel arrangements, tutoring).
Current Market Trends
Well the good news. North America remains a top study destination for many international students. For example, Taiwanese numbers went up 21% from 1,536 in 2003 to 1,862 in 2008, and short-term visas rose sharply by 72%. There have been substantial increases in study permits, notably Taiwan, Brazil, Norway, and Turkey. In Brazil, permits increased 21% over the same period last year and Canada has now become one of the top destinations for Brazilian students. Both the low rejection rate (4%) and the relatively easy process of applying for a Canadian visa - less complicated than the process for competitor countries - are factors influencing this trend. European markets also showed substantial increases. In Norway, permit numbers were up 35%. In Turkey, numbers were up 17%. Other markets posting increases were Singapore (2%) and Thailand (3%). The huge Mexican market held steady with 2,090 permits issued by the end of September, and this of course does not include the large Mexican contingent coming to Canada for short-term study.
Now the bad news. There have been a number of factors that have impacted a downturn in numbers: country specific economic downturns, increase in the Canadian dollar, more stringent examination taking place by visa officers, and an increase in scrutiny for applications to Canada due to increased concerns over terrorism and increases in fraudulent applications in specific markets (e.g., Vietnam, India). South Korea and China accounted for much of the decline, falling 18% and 49% respectively. In Hong Kong, permits were down 13%; Indonesia saw a decrease of 18%; and the Malaysian market was also sensitive to the rise of the Canadian dollar, posting a decrease of 34%. Finally, there was a sharp rate of decline in both Vietnam and India due entirely to a much higher refusal rates imposed by visa officers overseas.
Where Do You Start?
Most importantly, you need to develop your vision (5-years from now) and Mission (Purpose) for your program. Determine why you want to start one? Is it for the revenue source or the quality of programs and culture it provides to your school? Or both? Either way, you need to assess your current status -- perform an analysis of your school's strengths, weaknesses, opportunities, and trends/threats (SWOT's analysis); perform a competitive analysis of your market, and identify where you are now and where you want to be.
From this process you develop goals and tasks to achieve your mission and vision, noting how to overcome your weaknesses, utilizing your strengths, keeping an eye on emerging trends and threats, maximizing enrollment and revenues. You need to then develop key goals in relation to your plan, establishing your action plan, and identifying the impact on other programs as well as the school in general. But most importantly, create your implementation plan, indicating who, when, how, and how much of achieving your vision.
Admissions/Marketing Plan
One of the most critical elements to a successful program is the development and implementation of an effective marketing plan for enrollment. This is more complicated than your "domestic plan." You are dealing with another culture, language, norms, and distance. Nevertheless, an effective plan should include: identifying short- and long-term markets; developing a budget (10-13% of projected Gross Revenues); developing a recruiting calendar for fairs and enrollment; identifying promotional resources (e.g., web site, translated promotional materials for fairs and agents, agent binders, resources for fair booths, Home Stay Forms), and building an agent database.
ESL Program
The most critical element of a successful International Program is the actual learning that occurs within your school. It's every institution's mission to provide international students a quality learning experience. And word gets out very quickly, even globally, about whether your program does what it states it does!! Remember, the majority of any successful recruiting campaign is based on word-of-mouth. So ensure that you hire good instructors and provide first-class resources, as well as a healthy, happy living experience
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