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Gateway
Leadership Institute
International Enrollment Management for a New Generation
Spring 2022
Through its Gateway Leadership Institute, Gateway International Group is committed to preparing the next generation of international education leaders. With a team of experienced and knowledgeable facilitators, the Gateway Leadership Institute offers in-person and online training for faculty, scholars, administrators, and other international educators seeking to advance and enhance global learning initiatives at their respective institutions and organizations.
The Gateway Leadership Institute provides a timely and much-needed venue for international education professionals to begin cultivating the next generation of international higher education. Through a combination of webinars, workshops, real-world projects, and coaching, the Institute engages participants in an exploration of key topics such as new directions in international enrollment management (IEM), measuring return on investment, outsourcing recruitment and partnering with third-parties, and establishing an international enrollment management strategy.
The Gateway International Group is committed to educating the next generation of international leaders through the Gateway Leadership Institute (GLI). The Spring 2022 GLI focused on international enrollment management (IEM) with the goal of understanding and leveraging new technologies and strategies to support and enhance international student recruitment in an increasingly competitive global marketplace. The Spring 2022 Institute’s objectives coalesce around the need to support new and innovative thinking to attract and retain international students for US Institutions.
Participants contributed to the authorship of this publication of IEM recruitment frameworks. To showcase the many recruitment modalities available to international enrollment managers, along with aspects to consider when prioritizing elements of a strategy within a given objective and budget, participants worked in teams to assess and prioritize recruitment strategies. While no single framework or budget amount is meant to represent a specific institution, the thought-exercise permits anyone to connect aspects of the analysis to their own context.
The authors were provided a set of guidelines to shape the analysis, but enough liberty to leverage the unique experiences, research outcomes, and professional context of the respective team members. The authors provide insights for tracking key performance indicators, strategies that would not be considered, and a set or recommendations for how best to achieve the desired enrollment management objectives for each institutional type given the budget provided. Each framework also includes a budget summary table that lists the recruitment initiative, cost, describes the activity and the expected return-on-investment. If put to practical use, a final column would be included to indicate whether or not this activity would be repeated or prioritized in future recruitment cycles.
While these outcomes are not absolute, they represent a great insight into the complex nature of International Enrollment Management, the best practices and next-generation thinking of Gateway Leadership Institute webinar panelists, facilitators, and workshops. The frameworks and budget allocations were designed so that most enrollment managers could recognize their own situation in the analysis to learn, apply, and advance their institution’s international project. We believe that was achieved.
George & Rosa
The Institute will begin preparing professional international educators as architects of a new future of international education. Although participants may have professional expertise in specific areas (e.g., education abroad, international student and scholar services, international enrollment management, etc.), or different objectives (e.g., professional development, academic enrichment, career advancement, etc.), the Institute is focused on promoting the development of essential knowledge and skills that transcend any specific professional focus. Participants will develop new knowledge and leadership skills in “next generation” strategic thinking – thinking that is analytical, design oriented, and technological. In addition, through team coaching, each participant will receive ongoing support and mentorship over the duration of the Institute.
The Spring 2022 Institute is focused on international enrollment management with the goal of understanding and leveraging new technologies and strategies to support and enhance international student recruitment in an increasingly competitive global marketplace. The Spring 2022 Institute’s objectives coalesce around the need to support new and innovative thinking to attract and retain international students for US Institutions:
In addition, participants will contribute to an IEM Challenge where they will develop strategic international recruitment models that showcase traditional, virtual, and emerging recruitment modalities. An editing team, consisting of the Institute facilitators, a copy-editor and designer, and a graduate intern, will support the overall production of a complimentary resource. All participants will be noted as contributing authors.
The Spring 2022 Gateway Leadership Institute invites participants into the fast-paced and innovative world of international enrollment management (IEM), including the emerging virtual space. Working in small teams, participants will be divided into groups, provided a prescribed recruitment budget, and assigned to develop a list of applicable international recruitment modalities. The team will then analyze each strategy from the perspective of different institutional types (community college, small liberal arts, medium private, large public research, etc.) and enrollment objectives (headcount growth, improved class profile, geographic diversity, etc.), and provide a recommendation for whether the strategy should or should not be prioritized within each context.
During the workshops, participants will receive a recruitment strategy briefing from a variety of institutions and be presented with realistic recruitment challenges, strategies, and objectives. The workshop session will also include an opportunity for Q&A. Over the course of the Institute, teams will also build upon the webinars and workshops with the guidance and input of leaders in the recruitment industry.
Over the course of the Institute, participants will begin to design, ideate, make decisions, and ultimately develop a model of recruitment strategies for their prescribed budget. During the closing meeting, each team will present a report to the participating organizations and their peers. At the end of the Institute, each team’s written work will be consolidated into a co-edited publication outlining recruitment strategies for different budget levels, with an analysis of applicability to different institution types. It is expected that this writing will require 2-4 hours per month outside of the planned Institute curriculum. The final project will provide rationales for each recruitment modality within the prescribed budget level so the audience can assess how to prioritize the strategies within their own recruitment plans.
The Spring 2022 Gateway Leadership Institute will appeal to those international education professionals and related higher education experts who are interested in developing new knowledge and skills needed to shape the next generation of international higher education. The Spring 2022 Institute will be limited to 25 participants and is designed for early to mid-career professionals. Participants should be committed to examining existing practices, challenging widely held assumptions, and interrogating the scope and direction of international education. Although no advanced recruitment or IEM knowledge is required, participants should be comfortable working in teams and be prepared to engage in a lively, interactive, and fast-paced setting.
Coordinating the Institute are Drs. Rosa Almoguera and George F. Kacenga, each highly regarded scholar-professionals. Also joining the Institute will be representatives of academic institutions and leaders of the recruitment industry, and a range of guest speakers and workshop facilitators. In totality, the Institute presents participants with opportunities to engage directly with some of our profession’s most respected, influential and transformative leaders.
Gateway is partnering with leading student recruitment companies that are shaping the future of international enrollment management (IEM), representing virtual recruitment in the metaverse, active recruitment travel & education fairs, traditional armchair strategies, recruitment agencies, and online aggregators. Our strategic partner companies are on the cutting edge of international student recruitment and will provide critical guidance and business intelligence to GLI participants.
intead develops innovative marketing strategies, creates compelling content, and employs state-of-the-art digital tools to attract, recruit, orient and retain student segments that are often hard to reach.
They believe global education and rich learning environments foster cross-cultural understanding, which helps build stronger economies and more peaceful times. With these two imperatives in mind, they develop customized recruiting tools and holistic marketing strategies that meet the unique goals of each academic institution.
IDP Connect is the strategic partner of choice for institutions seeking access to engaged international students. As part of IDP Education, the world leader in student recruitment, IDP Connect uses its global expertise, data-driven insights, and trusted human connections to match universities, schools and colleges with the right students from around the world. Through our unmatched physical office network, websites, apps, and virtual counseling solutions, students from all corners of the world form our connected community.
Concourse is an online platform where universities apply for students, flipping the script on traditional admissions. The company’s mission is to increase access to higher education by making admissions simpler, student-centric, and more equitable. Concourse’s radical reinvention of the process creates more opportunities for students, reduces counselor workload, and gives universities powerful software tools to diversify and target enrollments.
StudyMe is a compelling new digital recruitment platform which allows schools to remotely connect with and recruit the best fit international students for your programs. To achieve this, we created a platform which flips the traditional recruitment paradigm. Rather than students searching for schools, on StudyMe, schools find the right students for their institution based on academic qualifications, study aspirations, budget, and more. Our unique approach allows schools and students to have more effective conversations knowing there is mutual interest to engage.
The Spring 2022 Gateway Leadership Institute will be structured around three distinct modules, each including, 1.) a public webinar featuring major players in the International Enrollment Management space, 2.) a private workshop facilitated by Drs. Rosa Almoguera and George F. Kacenga, and 3.) facilitated team sessions to develop the recruitment models for the final project. The Institute will begin with an opening orientation and introductory meeting and will conclude with each team presenting a summary of their work. Participants will be encouraged to engage in a private LinkedIn group to network, discuss articles on educational leadership, share resources, and present ideas.
The opening session will include an introduction to the structure and goals of the Spring 2022 Institute and begin the team building process. Details regarding the IEM Challenge will be presented and teams will be formed. This session will also include a review of expectations and deliverables.
In this first module, participants will be introduced to innovations in the international enrollment management process expedited by changing market forces. During the webinar, industry leaders will address the evolving role of recruitment agencies, aggregators and the outsourcing of roles and responsibilities like MOU generation and in-country representation that have been traditionally held by international admissions offices. With more demands than ever on university staff during and post-pandemic, the call for IEM solutions has grown exponentially. In the workshop, participants will examine the impact and ongoing development of recruitment and solutions in IEM as applied to emerging, sustaining, and growing market management, prospect and application management, communications strategies, and the necessity of properly resourced strategic planning and measurable KPIs.
Upon completion of this module, participants will have reviewed essential concepts of recruitment pre- and post-pandemic as related to IEM. The presentation of next generation recruitment practices and application towards online and virtual experiences will be emphasized.
In this module, participants will learn about the advancement of tools and strategies for effective virtual international student recruitment, including strategies that have evolved and will endure in a COVID-aware world. Interest and demand from prospective students for digital engagement is on the rise. The institutions best prepared with a virtual recruitment plan and the necessary virtual infrastructure will emerge with the highest enrollment ROI. In this module’s webinar, participants will be exposed to cutting-edge thinking regarding the metaverse, and challenged to reconsider preconceptions of what in-person and virtual recruitment can be. The workshop will guide participants through multiple virtual recruitment modalities and facilitate the development of an implementation proposal.
Upon completion of this module, participants will understand new and emerging digital and virtual modalities for international student recruitment and will be well equipped to guide strategic IEM thinking with institution leaders.
The call-to-action for recruiters and IEM professionals is now. Shifting enrollment trends are resulting in classroom and program capacity that needs to be filled. Models that forecast enrollment projections are askew with data irregularities from the past few years. Setting a strategy that will yield positive results is built upon sound data management practices, and the necessary analytics. This module explores best practice in ROI measurement for IEM professionals. The webinar examines how to develop a data-informed approach that aligns the core components of an international recruiting plan with the strategic goals of an institution. The discussion will also explore the dynamic of how understanding past-performance is essential to predicting future yield. The workshop goes a step further to demonstrate practical application of these assessment measures, and to explain common budgeting models and approaches to acquiring necessary resources
Upon completion of this module, participants will understand how to measure the ROI of IEM initiatives to inform future recruitment strategies. participants will be able to make a strong, data-informed case to campus leaders that advocates for the resources necessary to achieve enrollment objectives.
Teams will present a reflection on their team process to develop a recruitment template to the entire cohort. Additionally, each team will develop up to five (5) tips for recruitment or IEM planning. Facilitators, representatives of participating and sponsoring organizations, and others will be invited to provide feedback and additional input. A discussion between participants and stakeholders will follow. This will be a unique opportunity for participants to articulate the challenges and opportunities for next generation international student recruitment
On completion of the Gateway Leadership Institute, participants will receive an electronic certificate of completion through VerifyEd, which can be stored, shared and verified instantly anywhere in the world.
VerifyEd works with educational and awarding institutions to replace paper certificates with digital versions that are 80% cheaper to issue and cannot be forged or changed, thanks to blockchain.
To enable diverse representation of early and mid-career international educators to participate in this professional development opportunity, Gateway is leveraging industry sponsorships to offer the Institute at minimal cost to participants. As such, participants are asked to pay a one-time, non-refundable fee of $275. This includes access to all webinars, workshops, coaching, etc. With anticipated high demand, participants must submit an application for participation. Participants will only be billed if admitted into the Institute. Select participants may be invited to serve as mentors to future Institute cohorts.
Those interested may submit an online application at, www.gatewayinternational.org/institute.
Applications are due no later than 5:00pm ET, Friday, March 4, 2022. Decisions will be made within one week of the application deadline. Applications must include:
Please direct inquiries to Dr. Rosa Almoguera at ralmoguera@gatewayinternational.org or to Dr. George Kacenga at gkacenga@gatewayinternational.org.
With sincere gratitude to the generous sponsorship of the following organizations and our strategic partners, Gateway is able to offer the Gateway Leadership Institute at a reduced cost. These inspiring organizations are truly committed to preparing the next generation of international education leaders.
Dr. Rosa Almoguera has worked as an international educator for over twenty years. She was trained as a Hispanic Philologist at the Universidad Complutense, in Madrid, and did her M.A. at the University of Pennsylvania. Her Ph.D., from Universidad Complutense included a field study and edition of written balladry “Romancero”. During many years Rosa combined teaching and her role as a senior administrator at the Fundación Ortega-Marañón in Toledo, Spain. At the Foundation, Rosa directed and, in many cases created, programs for the University of Minnesota, Notre Dame, Princeton, Ohio State, Arcadia, and the University of Chicago. She has also been a visiting professor at the University of Minnesota, University of Portland, and Interamericana de Puerto Rico.
Beginning in 2016, Rosa works as an international education consultant for both public and private European and US higher education institutions. Rosa has been successful in developing new partnerships and programs, as well as helping improve already existing ones.
Rosa is a member of Forum and NAFSA and has presented with higher education professionals on innovative academic and research programming, STEM in study abroad and Nationalism in Europe. Rosa is currently completing the final Professional Certification from the Forum on Education Abroad.
George F. Kacenga, PhD, has been a champion for the value of international education approaching 20 years, investing much of his professional career in international admissions and enrollment management. Following successful tenures with Saint Vincent College, the University of Pittsburgh, and the University of Colorado Denver, George joined Purdue University Northwest (PNW) as the inaugural Executive Director of Global Engagement to lead strategic efforts to extend global programs and initiatives. Organizational changes resulting from the pandemic incorporated the international portfolio into the division of Enrollment Management and Student Affairs, where Kacenga is now the SIO and Executive Director of Undergraduate Admissions. He is the serving past-president of the American International Recruitment Council (AIRC). He also serves on The Association for International Credential Evaluation Professionals (TAICEP) committee for Organizational Advancement and on the campaign steering committee for the Fund for Education Abroad (FEA). Kacenga is an active member of NACAC, AACRAO, NAFSA, AIEA, and the American Council on Education (ACE) – through which he is currently leading the university’s two-year ‘Internationalization Laboratory’ exercise.
Kacenga’s career has garnered national and international recognition. He serves as an international education consultant, has been an invited speaker and presenter nationally and internationally on themes related to the analysis of foreign academic credentials, international enrollment management, best practice engaging international recruitment agents, and global partnerships and engagement. His articles can be found in various publications, including NAFSA’s International Educator and IIE’s Networker magazine. He is a co-creator of the international education focused return on investment (ROI) resource, ROIie.com. Kacenga continues to work on projects that elevate the professionalism of the field-at-large.
Dr. Kacenga is an award winning scholar and administrator, having received the Sepmeyer Research Grant, Marjorie Peace Lenn Research Award, and Fulbright Korea Administrator Award. Kacenga received his PhD in social and comparative analysis in education from the University of Pittsburgh.
An experienced global researcher and administrator, Mark Beirn brings a critical approach to risk management, factoring structural racism and identity-based violence into his rubric for supporting equitable global mobility.
Specialization Areas:
– Global Risk Management
– Education Abroad
– Diversity, Equity, Inclusion in International Education
– Health and Safety
– Curriculum Development
Stephen Appiah-Padi is an international educator with several years of teaching and administrative experience in both 4 and 2-year HEIs. An experienced global education practitioner-scholar, with a demonstrated history of success in the field.
Dr. Appiah-Padi has a Ph.D. from the University of Alberta, Edmonton, Canada in Educational Policy & Administration with a specialization in International/Intercultural Education.
At Northwestern College, he provided oversight in the administration of education abroad and international student services. In Lansing, Michigan, he first oversaw diversity and intercultural education at Lansing Community College, and later created the Center for International and Intercultural Education (CIIE) which merged intercultural engagement and international education programs of the institution, and he became its first director. Additionally, Dr. Appiah-Padi taught a course, “Diversity in the American Workplace”, to undergraduate management students of the College. In his current position, he provides leadership and vision in advancing strategic internationalization initiatives, including international partnerships and study abroad programs at Bucknell University.
Dr Appiah-Padi has created and facilitated several workshops for faculty and staff development in higher education and in business organizations. He has presented at several national and international conferences. In NAFSA, among several volunteer leadership positions, he has served as Dean of the Fundamentals of Intercultural Communication Workshop, the Leadership Development Committee member, Chair of the Africa Special Interest Group, and a Fellow of the Global Fellowship Program for mentoring emerging leaders of internationalization in African HEIs. He currently serves as a member of the NAFSA Board of Directors.
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