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AIRC
American International
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
Standards
AIRC LEADERSHIP
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
University of Tennessee, Knoxville
• Governance and Ownership
Mary Marquez Bell, Past President, Secretary,
• Management, Hiring, Evaluation and Training Processes
SUNY College at Old Westbury
• Range of Business Offerings and Offices
Gary Bergman, Agency Delegate, College Study US
• Sustainability, Fee and Refund Policies, Handling of
Kirsten Feddersen, Institutional Delegate,
Student Financial Aid 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
John Deupree, Executive Director, AIRC
• Confidentiality of Records
• Communication with Family and Handling of Legal
AIRC Certification Commission
Minors
George Beers, Chair, Foothill and De Anza Colleges
• Deliverable Promises and Guarantees
Geraldine de Berly, Syracuse University
• Awareness of U.S. Non-Discrimination Laws
• 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 PostSophia 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
John Deupree, Executive Director
• Mechanism for Complaints
Mike Finnell, Executive Director, Designate
• Response to Complaints
Jennifer Wright, Associate Director and Director of
Certification
Laura Hirst, Member Services Coordinator
AIRC Best Practice
Guidelines for Institutional
and Pathway Members
•
•
•
•
Commitment to Proper Student Support Services
Accuracy in Marking Information
Student Recruitment Practices
Engaged and Strategic Agent Management
Conference Event Staff
Tajah Mohr, Conference and Hotel Logistics
Mary Swarna, Conference Program
Chris Telling, Technology Support
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
International Education Advantage – Intead
Certified Agency Exhibitors
Aaditya Education and Migration Services
Abacus Overseas Education Advisors
Can-Achieve Consultants
Canam Consultants
Career Mosaic
College Study US
Council for American Education
EduShanghai International Co.
Edwise Consultants
GeeBee Education
Global Study Centre, Division of Europe Study Center
IAE Global
IDP Education
JJL Overseas Education Consulting and Service Co.
PAC Asia Services
SIEC
Study Abroad Association
Study Overseas Global
The Professional Network (TPNL)
UStudy
Valmiki Group
Wiseway Global
Yathapu Consulting/i-20 Fever
Sponsors and Advertisers
Air Concepts – Conference Event Sponsor
Beacon College – Program Insert
Cambridge Education Group - Program Ad
College Study US – Tote Bags
ICEF - Conference Event Sponsor
International Education Advantage - Intead - Conference
Event Sponsor
Kaplan International – Global Pathways, Certification
Lunch
Saint Peter’s University – Program Insert
StudentMarketing – Sponsored Session
StudyLink - Conference Wireless
UStudy - Program Insert
University Consultants of America – Sponsored Event
Vedu - Corporate Sponsor
AIRC Conference
Mobile App
Sponsored by CGACC
For your convenience, the AIRC
conference program is available as a
mobile application for iOS, Android
and Windows.
Other Exhibitors
Air Concepts
BigChoice Group
Educational Credential Evaluators, Inc.
ICEF
International Education Advantage – Intead
International Education Research Foundation, Inc. (IERF)
Kaplan International – Global Pathways, Certification
StudyLink
Terra Dotta
United States Commercial Service
Vedu
www.airc-education.org
3
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
Strategic Recruitment Plan for U.S. Educational Institutions
South Tower Room 214
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
AIRC Strategic Directions
South Tower Room 212/213
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.
Registration
Regency Ballroom 1 Foyer
PRE-CONFERENCE WORKSHOPS
Pre-registration required.
9:30 a.m. - 4:45 p.m.
Implementing an International Strategic
Recruitment Plan for U.S. Educational
Institutions
South Tower, Room 214
The full day workshop is designed for educators at
educational institutions concerned with planning a
comprehensive recruitment program for their institution.
The focus will be on issues such as institutional buy in,
budgets, and marketing as well as the pros and cons of
various recruitment methodologies such as fairs, direct
representation, dual degree, sponsored students, and other
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.
Comprehensive Agency Management for U.S.
Educational Institutions
South Tower, Room 201
AIRC has developed Institutional Guidelines for Best
Practice that center on institutions’ commitment to
engaging in close collaboration and clear procedures for
sustainable agent-institutional relationships. This indepth workshop will present baseline and best practice
approaches for agency management. Topics will include
institutional readiness in terms of support, staffing,
training and financial resources; vetting and selecting
agency partners; what agencies expect from institutions;
effective agency engagement and training and the
institutional – agency financial relationship.
Kirsten Feddersen, Southern New Hampshire University
Pushpinder Bhatia, PAC Asia Services
Valeriana Daily, IDP Education
Krista Northup, Cambridge Education Group
Dane Rowley, California Lutheran University
1:00 p.m. - 4:00 p.m.
Agency Management Master Class
South Tower, Room 216
Advanced recruitment professionals are invited to
participate in an interactive dialogue with AIRC
Institutional and Agency members and Australian agency
experts.
Stephen Connelly, GlobalEd Services
Mike Henniger, ICEF
Sonya Singh, SIEC
5:00 p.m. - 6:00 p.m.
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
in a question and answer session about AIRC operations,
standards, and strategic directions
Ross Jennings, AIRC President
Pia Wood, AIRC President Elect
Mike Finnell, Executive Director Designate
John Deupree, Executive Director
Jennifer Wright, Director of Certification
6:15 p.m. - 7:15 p.m.
Opening Reception
South Palm Court (Outdoors)
Drinks and Networking
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.
www.airc-education.org
5
Conference Presenters
David Adler, Chief Executive Officer, UStudy
Angel Ahmed, International Recruitment Specialist, Intead
Jean-Marc Alberola, President, Bridge-Language and
Education Abroad
David Anderson, Vice President, Recruitment and Partner
Support, ELS Language Centers
Tim Angle, Dean, Extended Education, California State
University Monterey Bay
Kirsten Feddersen, Director of Global Outreach, Southern
New Hampshire University
Mike Finnell, Executive Director Designate, AIRC
Lily Fong, Assistant Director, International Recruitment,
John Carroll University
Rylan Good, Director of International Recruitment, Juniata
College
May Arthur, Executive Vice President, EC English
Bryan Gross, Vice President for Enrollment Management,
Western New England University
George Beers, Dean of International Programs (retired),
Foothill and De Anza Colleges
Jennifer Gruenewald, Director, International Student and
Scholar Services, University of Wisconsin, Milwaukee
Pushpinder Bhatia, CEO and Managing Director, PAC
Asia Services
Anna Harrison, Assistant Director of International
Admissions, Duquesne University
Mary Marquez Bell, Vice President for Enrollment
Services, SUNY College at Old Westbury
Steve Harvey, Managing Director, Foundation Campus,
Cambridge Education Group
Gary Bergman, President, College Study US
Mike Henniger, Vice President, Sales and Marketing, ICEF
Ryan Buck, Assistant Vice President, International Affairs,
Texas State University
Clay Hensley, Senior Director, International Strategy &
Outreach, The College Board
George Burke, International Recruitment Specialist, SUNY
University of Albany
Laura Hirst, Member Services Coordinator, AIRC
David Bushey, Head of Client Relations, IDP Education
Ross Jennings, Vice President of International Programs,
Green River College
Andrew Chen, Chief Development Officer, WholeRen
Education
Patrick Colabucci, Director, American Language Center,
UCLA Extension
Stephen Connelly, Director, GlobalEd Services
Ron Cushing, Director, UC International Services,
University of Cincinnati
Geraldine de Berly, Senior Associate Dean, University
College, Director of English Language Institute Syracuse
University
John Deupree, Executive Director, AIRC
David DiMaria, Associate Provost, Office of International
Programs, Montana State University
Majka Drewitz, Senior Evaluator, Educational Credential
Evaluators, Inc.
Phil Honeywood, Executive Director, IEAA
Palle Steen Jensen, General Manager, EDU Danmark
Jeet Joshee, Associate Vice President, International
Education, Dean, College of Continuing and Professional Education, California State University - Long
Beach
Jacqueline Kassteen, Director, ICEF Monitor, ICEF
Sandra Kimura, Associate Director, Whatcom Community
College
Shariful Khan, Founder and CEO, The Professional
Network, TPNL
Ophelia Lee, Founder and Director, Maxway Education
Hilka Leicht, Managing Director and Owner, IEC –
International Education for Global Minds
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,
Alma College
Mike Schroder, Associate Vice President, International
Programs, California State University, San Marcos
Charles Nieman, Director, International Initiatives,
Shepherd University
Sonya Singh, Managing Director, SIEC
Krista Northup, Director of University Partnerships,
Cambridge Education Group
Charles Swain, Director, International Student and
Scholar Services, University of Utah
John Pomeroy, Director of International Admissions and
Recruitment, SUNY University of Albany
Paul Thompson, Associate, Education Group, Cooley, LLP
Andy Ray, International Recruitment Manager, University
of Tennessee, Knoxville
Ben Waxman, CEO, Intead
Sushil Sukhwani, Director, Edwise International
Samuel Vetrak, CEO, Student Marketing
David Rector, Senior Director of Enrollment Services,
Associates in Cultural Affairs
Jonathan Weller, Director, International Admissions,
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
Parminder Sall, Business Development Manager, SIEC
Pia Wood, Associate Provost, University of Tennessee,
Knoxville
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
www.airc-education.org
7
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
Conference Welcome and Comments
Regency Ballroom 1
9:00 a.m. - 10:00 a.m.
Regency Ballroom 2
10:00 a.m. - 10:30 a.m. Coffee Break in Exhibit Hall
10:30 a.m. - 11:45 a.m. Concurrent Sessions & Discussions
• Online Application Systems
• Agency - Educator Dialogue I: Student Transfers
• Wanted: Agency to Work with a Small College
• Does Disruption Mean Extinction?
Regency Ballroom 1
12:00 p.m. - 1:30 p.m.
Networking Lunch
Concurrent Sessions & Discussions
• What Should I Expect After Signing the Contract?
• Market Spotlight: Southeast Asia
• Agency - Educator Dialogue II: Member Inquiries
• Budgeting for International Recruitment
Regency Ballroom 2
Coffee Break in Exhibit Hall
Concurrent Sessions & Discussions
• Trends in Engagement of Agencies
• Using Mobile Marketing to Recruit
• Navigating Compensation Structures for ROI
• Are Pathway Programs the Right Fit for Your Institution?
Regency Ballroom 1
Reception Sponsored by ICEF
Regency Ballroom 1 and 2
1:45 p.m. - 3:00 p.m.
3:00 p.m. - 3:30 p.m.
3:30 p.m. - 4:45 p.m.
6:00 p.m. - 8:00 p.m.
South Tower 216
South Tower 212/213
South Tower 201
Atlantic Ballroom 1 in CC2
Atlantic Ballroom 1 in CC2
South Tower 201
South Tower 212/213
South Tower 216
South Tower 216
South Tower 212/213
Atlantic Ballroom 1 in CC2
South Tower 201
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
CONFERENCE PROGRAM
8:00 a.m. - 4:30 p.m.
Conference Registration
Regency Ballroom Foyer
8:00 a.m. - 5:00 p.m.
Exhibit Hall Open
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 Opening Comments
Regency Ballroom 2
Conference Welcome, Introduction of Board and
Special Guests
Opening Comments: AIRC at the Crossroads
John Deupree, Executive Director
10:00 a.m. - 10:30 a.m.
Coffee Break in Exhibit Hall
Regency Ballroom 1
Concurrent Sessions and Discussions
Program Notes:
• Agency/Educator Dialogues A key element of AIRC
is the capacity for open dialogue between recruitment
agencies, educators, and others who represent different
faces of student mobility. Most session time blocks
include one “agency-educator dialogue” noted in the
program as a discussion focused on specific questions. In
these discussions the audience are the experts-and the
dicussion will be based on an open dialogue moderated by
agency and educator subject experts.
• 30 minute mini sessions New in 2015 are a few
session blocks that are 30 minutes in length. Feel free
to stay for both mini sessions for one hour or move to
another on-going 75 minute session.
10:30 a.m. - 11:45 a.m.
Does Disruption Mean Extinction? Looking
Beyond Our Industry for Inspiration, Trends, and
Forecasts
Convention Center, 2nd floor, Atlantic Ballroom 1
This session begins by reviewing some of the major
disruptions in the international education industry, which
will enable us to tease out several key trends around
international student mobility in top sending and receiving
countries. Areas covered include:
• government regulations and scrutiny,
• economic crisis,
• education and immigration reforms in major markets,
• e-learning and technology,
• English-medium programming,
• mergers, closures, acquisitions,
• vertical integration business models.
We then look beyond our industry to get inside the world
of tomorrow’s consumer in order to ensure that our
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,
cruises, luxury, technology, finance, etc.
Jacqueline Kassteen, Director, ICEF Monitor
Wanted: Agency to Work With a Small College
South Tower, Room 201
Both agencies and small institutions often struggle
to market small institutions and increase successful
placements. Participants will hear from two small colleges
and an AIRC agency about marketing institutions that
have high quality academic programs but are not among
the top 100 list. Discussion topics from both agency and
institutional perspectives will include: finding the right
market (country), setting realistic expectations, building
relationships finding ways to support agency marketing
efforts, conveying the right marketing message (moving
beyond rankings), working with different agency placement
models (F and J and transfer recruitment).
Mary Marquez Bell, SUNY Old Westbury
Gary Bergman, College Study US
Carol Mandzik, Alma College
Thursday Session descriptions continued on following page
www.airc-education.org
9
Thursday, December 3, 2015 continued
10:30 a.m. - 11:45 a.m. continued
Agency- Educator Dialogue I - Student Transfer
Issues and “Spot Admissions”
South Tower, Room 212/213
A student transfers from the agency partner institution
shortly after arrival and neither the agency or the
institution are happy. What can agencies and institutions
do to reduce this likelihood and manage the implications?
A U.S. institution or agency representing it advertises “On
the Spot Admissions” decisions in its marketing materials.
What does this really mean? Is this allowable under U.S.
immigration regulations? What are the pertinent federal
regulations about which institutions and agencies need to
be aware?
Ron Cushing, University of Cincinnati
Parminder Sall, SIEC
Online Application Systems – How to Make Them
Work for Both Universities and Agencies
South Tower, Room 216
Online application systems often create unanticipated
problems for universities with an agency based recruitment
strategy. Presenters will share their experiences in
optimizing online student application systems to support
the goals of both the agency and the university.
Hilka Leicht, IEC
Mike Schroder, California State University San Marcos
12:00 p.m. - 1:30 p.m.
Networking Lunch
Pick up boxed lunch in Regency Ballroom 2
1:45 p.m. - 3:00 p.m.
Budget 101
South Tower, Room 216
Review basic budget categories for implementing an active
international recruitment plan. Estimate the costs of
starting a new plan with one or two overseas trips. Review
and compare the cost of two different types of recruitment
road trips.
Mary Marquez Bell, SUNY Old Westbury
Jeet Joshee, California State University, Long Beach
10
AIRC SEVENTH ANNUAL CONFERENCE December 2-5, 2015
What Should I Expect After Signing the Contract?
Convention Center, 2nd floor, Atlantic Ballroom 1
Active contracts require attention from both signatories.
Experts from the Australian and UK markets with vast
experience in agency management will discuss their
strategies for maximizing the institutional – agency
relationship once the contract has been signed. The session
will describe the importance of institutional budgeting and
planning for agency engagement and will cover how to get
the most out of face to face visits, email communications,
agency enhanced marketing plans and follow through. Sonya Singh, SIEC
Stephen Connelly, Global Education Services
Market Spotlight - Southeast Asia - Recruitment
Landscape
South Tower, Room 201
What is the current recruitment landscape in SE Asia?
This session will discuss challenges and opportunities,
marketing strategies, and agency strategies in Indonesia,
Thailand and Vietnam and other emerging markets in the
Southeast Asian region
Ian Cann, ICEF
Agency- Educator Dialogue II - Managing Member
Inquiries
South Tower, Room 212/213
Both AIRC Certified agencies AIRC member institutional
members (particularly small colleges) frequently report
frustration with prospective partners not responding to
their inquiries. What is the disconnect and what are the
solutions?
Bryan Gross, Western New England University
Shariful Khan, TPNL
3:00 p.m. - 3:30 p.m.
Coffee Break in Exhibit Hall
Regency Ballroom 1
3:30 p.m. - 4:45 p.m.
Trends in the Engagement of International
Student Recruitment Agencies by U.S. Higher
Educational Institutions
South Tower, Room 216
What are agency adoption rates by U.S universities two
years after NACAC’s decision to permit the use of incentivebased agents in international student recruitment?
This session will summarize research on this question
conducted by Bridge Education and StudentMarketing.
Jean-Marc Alberola, Bridge Education Group
Samuel Vetrak, StudentMarketing
Bryan Gross, Western New England University
Using Mobile Marketing to Recruit International
Students
South Tower, Room 212/213
International students live on their mobile devices and
interact on social media daily. This interactive session
is specifically designed to de-mystify mobile marketing
complexities in new markets. Topics addressed include:
mobile website design; audience engagement; mobile lead
generation tools;. specific data about mobile marketing
opportunities in the Middle East; and mobile marketing in
the context of a larger student engagement plan. Session
participants will receive a matrix comparing a range of
current mobile marketing options.
Carolyn Redmond, IDP Education
Angel Ahmed, Intead
Ben Waxman, Intead
Navigating Compensation Structures to Maintain
Return on Investment
Convention Center, 2nd floor, Atlantic Ballroom 1
So, your institution’s agency pool is growing and each one
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
perspective from agents and institutions on this important,
albeit sometimes uncomfortable, part of the agentinstitution relationship.
David Bushey, IDP Education
Ron Cushing, University of Cincinnati
Kirsten Feddersen, Southern New Hampshire University
Are Pathway Programs the Right Fit For Your
Institution?
South Tower, Room 201
Should your university consider engaging a pathway
program to increase its international student population?
This session will overview of the various types of
pathway programs including internal ones created by the
university, collaborative programs with foreign partner
universities or organizations, and various types of third
party pathway programs (ESL, Foundation) located on
or near host university campuses. The presenters will
discuss recruitment, management, logistical and budgetary
implications for these models. In addition, the session
will cover such topics as the potential benefits and risks
of the different types of pathway programs, the impact on
admission standards and student support services, potential
competition with existing university units/offices, and
pathway programs for large vs. small institutions.
Pia Wood, University of Tennessee, Knoxville
Mary Marquez Bell, SUNY Old Westbury
Chalimar Swain, University of Utah
Charles Nieman, Shepherd University
6:00 p.m. - 8:00 p.m.
Reception Sponsored by ICEF
Regency Ballroom 1 and 2
Network with other conference participants.
Appetizers and Drinks
www.airc-education.org
11
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
Concurrent Sessions & Discussions
t Obstacles to International Student Success on Your Campus
t Facilitating Second Chance Access for Dismissed Chinese
Students
t How to Make the Most of Your Recruitment Trip
t Tools for Accountability in Agency - Institutional Partnerships
Regency Ballroom 1
9:00 a.m.- 10:15 a.m.
South Tower 212/213
South Tower 216
Atlantic Ballroom 1 in CC2
South Tower 201
10:15 a.m. - 10:45 a.m. Coffee Break in Exhibit Hall
10:45 a.m. - 12:00 p.m. Concurrent Sessions & Discussions
t How Top 10 Community Colleges Recruit
t What US Institutions Need to Know About Sub-Agents
t Agency - Educator Dialogue III: Understanding Partner
Expectations
t Market Spotlight: Do WeChat?
Regency Ballroom 1
12:00 p.m. - 1:30 p.m.
Luncheon Sponsored by Kaplan International Global Pathways
AIRC President Report
Recognition of Newly Certified Agencies
Regency Ballroom 2 and 3
1:45 p.m. - 3:00 p.m.
Concurrent Sessions & Discussions
t Three-Way Recruiting Relationship: Institutions, Agencies and
Pathways
t Finding the Balance in Recruitment Channels
t Agency - Educator Dialogue IV: Understanding Partner
Expectations
t Certified Agencies as Preferred Vendors (30 minute mini session)
t Build a Strategy: International Marketing (Sponsored-30 minute
mini session)
3:00 p.m. - 3:30 p.m.
3:30 p.m. - 4:45 p.m.
5:00 p.m. - 6:00 p.m.
6:30 p.m. - 8:30 p.m.
12
Atlantic Ballroom 1 in CC2
South Tower 216
South Tower 212/213
South Tower 201
Atlantic Ballroom 1 in CC2
South Tower 216
South Tower 212/213
South Tower 201
South Tower 201
Coffee Break in Exhibit Hall
Concurrent Sessions & Discussions
t Best Practices in Agency - Institution Communication
t Utilizing Student Mobility Data for Strategic Recruitment
Planning
t Market Spotlight: India Market Development Strategies
t Agency - Educator Dialogue V: Agency Service Fees
Regency Ballroom 2
Celebrating John Deupree’s Retirement
Reception Sponsored by Air Concepts
Regency Ballroom 2
AIRC SEVENTH ANNUAL CONFERENCE December 2-5, 2015
Atlantic Ballroom 1 in CC2
South Tower 212/213
South Tower 201
South Tower 216
The Landings
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.
Research Presentation: Obstacles to
International Student Success on Your Campus
South Tower, Room 212/213
What do international students cite as the greatest obstacles
to their success at US campuses? This session will present
research which has been conducted by ELS, University of
Cincinnati and IAU including differences cited as to what
students’ biggest challenges are by nationality. The session
will conclude with a discussion on solutions.
David Anderson, ELS Language Centers
Ron Cushing, University of Cincinnati
Departing From the Darkness of Dismissals:
Co-Facilitating “Second Chance” Access and
Accomplishment
South Tower, Room 216
While many institutions have seen a pervasive influx
of Chinese students, not all of the enrolled students
are performing productively. This session will outline
a program in which an agency and a U.S. institution
collaborated to place several dismissed students in
an institution and supported them with tailored,
individualized tutoring to regain academic excellence and
confidence before they transferred back to universities.
The session will also detail how student progress is cofacilitated, improved and documented.
Sandra Kimura, Associate Director, Whatcom Community
College
Andrew Chen, Chief Development Officer, WholeRen
Education
How to Make the Most of Your Recruitment Trip
Convention Center, 2nd floor, Atlantic Ballroom 1
This session will begin with a discussion about the portfolio
approach to international student recruitment. A variety
of strategies for recruiting international students will be
outlined, including marketing materials, high school visits,
third party fairs, government-sponsored fairs, alumni
recruitment activities, joint academic programs with
partner institutions, university group trips, and agencybased recruitment. Strategies to recruit international
students domestically will also be reviewed including
partnering with community colleges, visiting embassies
(educational offices) and working with sponsoring
organizations. After this overview, detailed information
will be presented about how to maximize these strategies
during a recruitment trip. Advice and tips will be provided
for recruiters on the ground for each of these strategies.
Pia Wood, University of Tennessee
Andy Ray, University of Tennessee
Michael Wilhelm, West Virginia University
Tools for Accountability in Agency - Institution
Partnerships
South Tower, Room 201
The AIRC Certification process includes verification that
AIRC standards are being met, an on-site review of agency
operations and a public comment and complaint forum
which may result in investigation of certified agencies
by the AIRC Certification Commission. In this session the
presenters will briefly describe these processes and also
offer tips for institutions on how to monitor best practice
by their certified and non-certified agency partners and
methodologies to instill ongoing best practice by their
agency partners.
Jennifer Wright, AIRC
Jon Weller, University of Cincinnati
George Beers, Foothill and De Anza Colleges
10:15 a.m. - 10:45 a.m.
Coffee Break in Exhibit Hall
Regency Ballroom 1
Friday Session descriptions continued on following page
www.airc-education.org
13
Friday, December 4, 2015 continued
10:45 a.m. - 12:00 p.m.
Every School Has a Niche – How Three Top Ten
Community Colleges Recruit International
Students
Convention Center, 2nd floor, Atlantic Ballroom 1
Green River, Foothill and De Anza Colleges rank among
the top 12 U.S. community colleges in international
student enrollment. What is the secret of their success? This
session will cover the evolution of the three institutions’
international growth including campus decision making
and collaboration, marketing message, value proposition,
and methodologies including articulation agreements
and agency partnering. Participants will be offered the
opportunity to ask questions and discuss their own
institution’s challenges.
Ross Jennings, Green River College
George Beers, Foothill and De Anza Colleges
What Do U.S. Institutions Need to Know About the
Role of Sub-Agencies?
South Tower, Room 216
Many certified agencies partner with other agencies to
share student leads, institutional placement and other
aspects of the agency-institutional relationship. How
transparent are these relationships? Who is responsible for
the students? What are agency best-practices in partnering
with sub-agents? How does AIRC view sub-agents in the
certification process? This session will explore these and
other questions institutions may wish to consider in their
agency partner contracts.
Gary Bergman, College Study US
Mark Lucas, IAE Global
Agency Educator Dialogue III - Understanding
Partner Expectations
South Tower, Room 212/213
In an institution-agency relationship, there are bound to be
challenges. The discussion session provides both sides with
an opportunity to voice what is most important to them
in maintaining a healthy and constructive relationship to
reduce frustrations and unrealistic expectations.
Hilka Leicht, iec Online
Jeet Joshee, California State University Long Beach
14
AIRC SEVENTH ANNUAL CONFERENCE December 2-5, 2015
Market Spotlight: Current Student Trends in
China: Do WeChat?
South Tower, Room 201
How do Chinese students chat? Do YOU chat? Are
you on WeChat? Join us for a presentation about the
changing ways Chinese students interact and learn
about international study options. Learn how to evaluate
traditional and emerging social media channels available
in China and avoid common pitfalls that hamper
successful recruitment in this country. Hear first hand
stories from China experts about traditional and emerging
marketing options universities and agencies are using to
reach Chinese students. Review the changing economic
conditions, demographic and regulatory trends and other
factors that affect student recruitment in China.
Ophelia Lee, Maxway Education
Patrick Colabucci, UCLA Extension
Yunxiang (Maggie) Li, Intead
12:00 p.m. - 1:30 p.m.
Luncheon and Agency Certification
Ceremony Sponsored by Kaplan International Global Pathways
Regency Ballroom II and III
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t*OUSPEVDUJPOPG/FX"*3$
Executive Director
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Abraham Varghese, Senior Vice President, North America
Partnerships, Kaplan International - Global Pathways
Ross Jennings, AIRC President, Green River College
John Deupree, AIRC Executive Director
Mike Finnell, AIRC Executive Director Designate
Jennifer Wright, AIRC Director of Certification
George Beers, AIRC Certification Commission, Foothill
and De Anza Colleges
1:45 p.m. - 3:00 p.m.
The Three-Way Recruiting Relationship:
Institutions, Agencies and Pathway Providers
Convention Center, 2nd floor, Atlantic Ballroom 1
Universities and pathway programs both have direct
relationships with agencies which can often evolve into a
three-way recruiting relationship. This panel will explore
both the opportunities and challenges of this three-way
relationship and will include practical examples of how to
leverage it.
Steve Harvey, Cambridge Education Group
Krista Northup, Cambridge Education Group
Tim Angle, California State University, Monterey Bay
May Arthur, EC English Language Centers
Mark Lucas, IAE Global
Finding the Right Balance: Maximizing
Effectiveness of Your International Recruitment
Channels
South Tower, Room 216
As the world of international student recruitment grows
more competitive, how can U.S. institutions and agencies
continue to identify and attract best-fit international
degree-seeking, undergraduate students? A panel of
experts, well-versed in international student recruitment,
admission, and enrollment management, will discuss
recent student mobility trends and outline approaches and
strategies being applied by different types of universities.
This session will also explore how different recruitment
channels within multiple contexts can be measured
and optimized to achieve an institution’s enrollment
management goals.
Clay Hensley, The College Board
Lily Fong, John Carroll University
Rylan Good, Juniata College
Agency Educator Dialogue IV - Understanding
Partner Expectations
South Tower, Room 212/213
In an institution-agency relationship, there are bound to be
challenges. The discussion session provides both sides with
an opportunity to voice what is most important to them
in maintaining a healthy and constructive relationship to
reduce frustrations and unrealistic expectations.
Kirsten Feddersen, Southern New Hampshire University
Palle Steen Jensen, Edu Danmark
1:45 p.m. – 2:15 p.m. Mini Presentation
(30 minutes)
Certified Agencies as Preferred Vendors for State
Institutions
South Tower, Room 201
The State of Texas appointed AIRC (certified agencies)
as the preferred vendor for State contracts in their
procurement process. How does this process work and how
does it benefit both the institutions and the agencies?
Ryan Buck, Texas State University
2:30 p.m. – 3:00 p.m. Mini Presentation
(30 minutes)
How to Build a Strategy for International
Marketing
South Tower, Room 201
Are you having a hard time entering new markets? Are
you struggling with marketing channels, despite them
often not working as they should? Join industry strategist
Samuel Vetrak, who will share his 14 years of experience
in international recruitment at this mini-session. Use this
opportunity to discuss your marketing with him, and find
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
www.airc-education.org
15
Friday, December 4, 2015 continued
3:30 p.m. - 4:45 p.m.
Best Practices in Effective Agency-Institution
Communication
Convention Center, 2nd floor, Atlantic Ballroom 1
Communication is critical in any relationship. Effective
communication in an agency-institution partnership can
contribute greatly to tangible success. In this session, best
practice communication strategies between agencies and
institutions will be presented and discussed.
Carolyn Redmond, IDP Education
Anna Harrison, Duquesne University
Inform Your International Recruiting Plans With
Current Student Mobility Data
South Tower, Room 212/213
Which international markets are now the best recruiting
targets for your international student enrollment plans?
At this session, The College Board and Intead will present
the latest data available on trends in international student
mobility and how to use the data to inform your digital and
off-line marketing efforts. Participants will learn how data
can support their partnerships with international recruiting
agents and universities overseas. Participants also will
learn how data and analytics can support their plans to
attend international student fairs.
Clay Hensley, The College Board
Jennifer Gruenewald, Director, International Student and
Scholar Services, University of Wisconsin, Milwaukee
Ben Waxman, Intead
Market Spotlight: India Market Development
Strategies
South Tower, Room 201
Recruitment in India has evolved in view of strategies
adopted by other countries. A panel of experts in the Indian
market will guide the audience on the future path for
institutions to create a stable supply source for students
from India.
Sushil Sukhwani, Edwise International
George Burke, University of Albany
Mike Henniger, ICEF
John Pomeroy, University of Albany
Agency - Educator Dialogue V - Agency Service
Fees - Reality or Rip Off?
South Tower, Room 216
Agencies may charge fees to students which range from
a few hundred dollars to many thousands. What do these
fees cover? Are they fair and reasonable? What limits can or
should institutions impose on such fees?
Gary Bergman, College Study US
Jonathan Weller, University of Cincinnati
5:00 p.m. - 6:00 p.m.
Celebrating John Deupree’s Retirement
Regency Ballroom 2
Help the AIRC Board and staff wish John Deupree a very
happy retirement. A short program will be followed by a
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
Concurrent Sessions & Discussions
• AIRC Credential Authenticity Initiative (30 minute mini session)
• Maximizing Your AIRC Membership (30 minute mini session)
• Legal Implications of External Contracting: AIRC’s Law Firm
• All Hands on Deck: Collaborating with Student Services
Regency Ballroom 1
9:00 a.m. - 10:15 a.m.
10:15 a.m. - 10:45 a.m. Coffee Break in Exhibit Hall
10:45 a.m. - 12:00 p.m Envisioning the Future: Challenges and Opportunities in
International Recruitment:
12:00 p.m.
South Tower Rooms
316
316
314
Crystal Room - Lobby Level
Regency Ballroom 1
Crystal Room - Lobby Level
Conference Ends
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.
9:00 a.m. – 9:30 a.m. Mini Presentation
(30 minutes)
ECE and AIRC - Document Authenticity and AIRC
Standards
South Tower, Room 316
What role can and should AIRC play in monitoring and
enforcing document authenticity in transactions between
agencies and institutions? AIRC and ECE have partnered to
identify best practices in document registration, transfer,
and monitoring in two pilot countries-China and India.
Hear from AIRC and ECE staff on plans and timetables for
this project-and contribute your thoughts and ideas.
Majka Drewitz, ECE
Mike Finnell, AIRC
9:45 a.m. – 10:15 a.m. Mini Presentation
(30 minutes)
Maximizing Your Professional and Partnership
Development Through AIRC Member Resources
South Tower, Room 316
The Online Directory and Resource Library are two key
AIRC member benefits. In this mini-session, AIRC members
will learn how to maximize their membership through
the use of these online tools. The presentation will focus
on profile creation, searching for/connecting with other
members, and understanding the library’s content and
classification system.
Laura Hirst, AIRC
All Hands on Deck: Collaborating with Student
Affairs Colleagues in International Student
Services
Crystal Room - Lobby Level
The ability to provide exceptional services to international
students is partially dependent upon stakeholders based
outside of the international student office. This session
explores strategies for increasing collaboration between
the international student office and student affairs units.
Participants will leave the session with an enhanced
understanding of the core values embedded within the
student affairs profession and practical ideas for appealing to
these values in order to increase collaboration and improve
services for international students on their campuses.
David DiMaria, Montana State University
Lily Fong, John Carroll University
Saturday Session descriptions continued on following page
www.airc-education.org
17
Saturday, December 5, 2015 continued
Legal Implications of External Contracting:
AIRC’s Law Firm
South Tower, Room 314
A representative from Cooley, LLP, AIRC’s legal advisers,
will discuss the legal risks associated with partnering
with external recruiting, marketing, and/or pathway
firms (particularly abroad) as well as common contract
provisions and best practices for working with counsel to
mitigate those risks.
Paul Thompson, Cooley, LLP
10:00 a.m. - 10:30 a.m.
Coffee Break in Exhibit Hall
Regency Ballroom 1
10:45 a.m. - 12:00 p.m.
Closing Plenary:
Envisioning the Future: Challenges and
Opportunities in International Recruitment
Crystal Room, Lobby Level Ocean Side
Success and longevity in the field of international
recruitment depends in part on the ability to adapt to
changing market forces. AIRC member representatives
and other market experts will share their ideas on how a
dynamic market informs their business strategies, likely
future trends in international recruitment and how may
these affect AIRC and its members. All participants will be
invited to discuss and contribute to the presentations as the
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
Comments:
1
2
3
4
5
N/A
Conference sessions overall were useful and informative
Comments:
1
2
3
4
5
N/A
The 30 minute mini-session format was effective and instructive
Comments:
1
2
3
4
5
N/A
There were sufficient networking opportunities
Comments:
The conference connected me with exhibitors/sponsors whose
services I could use at my organization
Comments:
1
2
1
3
2
4
3
5 N/A
4
5 N/A
Continued on next page
www.airc-education.org
19
The hotel facilities were suitable and adequate
Comments:
1
2
3
4
5
N/A
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
to attract, recruit, orient, retain
international students
+1-717-746-8323
www.intead.com
Achieve more
Vedu.AIRC.4.25wx5.5h.outlines.indd 1
11/3/2015 3:47:59 PM
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*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
Moscow
Liverpool
Toronto
Mar 2016
Sept 2016
May 2016
Berlin
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Nov 2015
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Dec 2015
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Mar 2016
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Feb 2016
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Beijing
Oct 2016
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Feb 2016
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Jun 2016
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Jun 2016
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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
For more information or to make a booking, contact:
Ian Cann
[email protected]
+1 888 371 5556
ICEF Turkey Agent Focus, Istanbul
Feb 08 - 09, 2016
Partnership Forum
For international Higher Education Institutions
ICEF Higher Education Partnership Forum, Liverpool, UK
Sept 13, 2016
www.icef.com