List/advertise with The Best America Has To Offer
ENROLLMENT TRENDS IN US SCHOOLS
Given the social and political environment in the USA, schools
face since 2017 incessant challenges related to immigration and visa policy. Most recently, the US Department of Homeland Security announced for later in 2019 a 75% increase on student visa fees for academic and vocational enrollment. It comes at
a time when international enrollment continues to show declines, as reported in the analysis herewith of the market segments.
While encouraged by a slowing decline for the 2018-2019 school year, nevertheless "institutions are concerned about maintaining or increasing enrollment from Asia for Fall 2019, and China in particular". Beside China, South Korea and Japan figure in that report among the seven most prioritized places of origin for outreach and recruitment. (see Infographic below).
Source: Open Doors® 2018 Report on International Education Exchange Produced by the Institute of International Education In partnership with the Bureau of Educational and Cultural Affairs U.S. Department of State, Nov. 13, 2018
- HIGHER EDUCATION SEGMENT
- POSTGRADUATE PROGRAMS SUB-SEGMENT
While less alarming than for undergraduate/college programs,
data from postgraduate programs in the USA in 2018, indicate
"...a decline of 2% in new international enrollment vs 2017" for a total of 84,325 first-time international enrollments, "largely due a 6% fall in applications in Fall 2018 (while) "...overseas enrollments on doctoral programs increased by three per cent" (even though)... "doctoral courses constituted 23 per cent of all postgraduate enrollments." Small consolation indeed!
Source: Council of Graduate Schools (CGS) Report on International Graduate Applications and Enrollments) as quoted from Study Travel Magazine of Feb. 10, 2019.
- INTENSIVE ENGLISH PROGRAMS SEGMENT
Most alarming is the decline among Intensive English Programs with an annual 20% fall to 86,786, the lowest level since 2011. China "...registered a 7.7 per cent decrease to 19,756 students in IEP programs while it remained the largest source country by student numbers, followed by Japan, down by 2.9 per cent to 12,607. Korea, in fourth place, continued a downward trajectory with 8.7 per cent decrease to 5,903 students".
data released in June 2018 by the Institute of International Education (IIE).
Source: The Institute of International Education (IIE) Data report "Open Doors" dated June 2018.
When looking at student weeks booked at USA providers of ESL programs, Japan comes ahead in all three most recent years including for 2017 with 16.2%, China 3rd with 11.5% and South Korea 7th with 5%. See Infographic below: TOP NATIONALITIES IN THE USA BY STUDENT WEEKS, 2017.
Source: The article ("Market Analysis USA") published in the September 2018
issue of Study Travel Magazine. For details published online with comments and the list of nearly 40 schools that participated in the survey, click here
METRICS MODEL APPLIED
TO JAPAN ADVERTISING LTD DIRECTORIES
TO JAPAN ADVERTISING LTD DIRECTORIES
generates unique visits* (or "unique users") and derives projected leads**
- This method provides the schools with an annual report meaningful in marketing to future international students early on their search online. Such forecast can drive performance by comparing it to the marketing goals of new international student intakes.
- The strategy of anticipating future leads (as defined and applied into the Japan Advertising Ltd's model) looks at enrollment results including KPI through a broader definition of the lead generation funnel. Lead Attribution Models, Last-Click Measurement and Multi-Channel Funnels reporting through Search Analytics play less of a role here in predicting success (like driving conversions toward a school) when engaging with prospects traced digitally through a complex conversion path. Of course, this should not prevent the same schools to generate immediately retrievable leads at a more advanced stage of the buying process; that is when more targeted groups of prospects have already indicated a Desire and are now willing to take Action). That is in reference to the A.I.D.A. adoption process.
* Unique Visits: how they are tracked
- Unique visits are tracked/reported as an actual aggregate from year to year of each of the over 400 pages of the North American school directories published by Japan Advertising Ltd in Japanese, and Chinese as well as in Korean through partner sites. Unique visits for each educational institution hosted are an estimate. Unique visits are totaled from all of the two and up to nine different alphabetical directory listing pages (Rolodex url) that a school can choose to be listed plus from its individually hosted Mini-Web (landing) Page. More specifically to arrive at an estimate of each school's directory listing,
- Unique visits are tallied for pages by specific State (or Province) section and by Category ("Universities & Colleges", "Language Schools", "Vocational Schools" and "High Schools") as well as of each of the three language versions an individual school is listed.
- The total unique visits (traffic figures) of the Rolodex (url) pages are then each divided by the number of actual schools whose listing appears on those pages.
- Then is added the number of unique visits also tallied on an individual school's Mini-Web (landing) Page hosted in any of the three language versions.
- With the only positive growth performance among all market segments, the USA continues to lead the most popular English-speaking destinations with 84,699 F-1 secondary-aged study abroad students in 2017, a 3.3% increase over 2016.
Source: October 2018 issue of Study Abroad Magazine, quoting statistics from the US Immigration and Customs Enforcement (ICE data records).
- "The number of int'l students seeking a US high school diploma grew from 73,019 in 2013 to 81,981 in 2016"
Source: October 2017 issue of Study Travel Magazine, quoting the Institute of International Education, "Globally Mobile Youth: Trends in International Secondary Students in the United States"
- With 22% of high school destinations, the USA has overtaken in 2017 the U.K. in second place, well behind Canada at 28.8%.
Source: 2017 results of the Annual Global Survey conducted among 274
agencies, published in May 2018 issue of Study Travel Magazine.
- In 2017/2018, Chinese students were the most represented in US high schools with 50% of all nationalities, with Koreans coming 3rd at 6.6% and Japanese 5th at 2.5%. See Infographic below: TOP INTERNATIONAL STUDENT NATIONALITIES in the USA.
Source: Survey of US Secondary Schools published in March 2019 issue of Study Travel Magazine.
PERFORMANCE OF DISPLAY BANNERS HOSTED ON SchoolsUSA.net
- Each display banner ad is clicked on average by 0.2% of the
annual unique visitors, therefore generating over 1,000 projected
(future) leads** from a presence in all three languages on SchoolsUSA.net in 2018. Moreover, it is estimated a display
banner ad, because of its unique visual impact on all the pages, generates awareness between three times (for a regular-size banner) and five times (for a panoramic-size banner) greater
than a directory listing.
For example, see herewith the
display banner (regular-size, 148 x 75 pixels) for Mesa Community College (AZ) hosted in a recent year on all three language versions of SchoolsUSA.net.
Also, a panoramic-size display banner (leaderboard) can be hosted in Japanese, Chinese and/or Korean. At 660 x 82 pixels
like for example herewith Mesa Community College (AZ), Rutgers Preparatory School (NJ) and UCLA Summer Sessions & Special Programs, it can be static or animated (gif or rich media format), appearing in 8-second long sequence and in rotation with up to two others on top of the page.
** Projected (future) Leads
Projected leads are derived from tracking click through. Using historical data gathered from the North American web publications of Japan Advertising Ltd since 1999, click-through on the posted links (websites and email addresses) of the schools listed on its Canadian and American directories are aggregated but not tracked/reported for individual schools. When totaling all click-through divided by the number of active listings posted on each given url page of the directory in any given year, the aggregate data shows about five percent of unique visits recorded on an average listing and its hosted Mini-Web (landing) Page generate click-through. This is how projected leads are assigned to each specific school hosted on a directory.