State Study Consortia Prepare for Business Marketing Campaign


The US Department of Commerce agency’s USA: A Study Destination campaign – first launched in 2019 – will “complement” the campaign. federal framework announced in July, which announced a new interdepartmental commitment to the international education sector.

As part of the campaign, ITA said it will provide tools and a platform for the study state consortia “Meet the challenges of increased global competition in the international education sector and foster economic growth”.

They and similar entities will also be offered new opportunities to participate in programs aimed at increasing exports of educational services to the United States.

In addition, public and private entities will develop promotion, recruitment and market entry strategies, which, according to the agency, “will allow the United States to better compete with other countries seeking to recruit international students as part of their national economic strategies ”.

Talk with The news of the PIE, president of Study West VirginiaClark Egnor said that in light of the federal government’s renewed commitment to support international education, the number of state consortia is likely to increase.

“I think we will see more of these consortia emerge”

“There seems to be a lot of interest in working with study state consortia, at least at this stage. And so I think we’re going to see more of these consortia emerge, ”he said.

Currently there are more 30 consortia Across the country.

“This is the first time I’ve seen the federal government take so much interest in what we’re doing at the state level with our study consortium. I was very happy to see some of the things happening right now with the Commerce Department, ”Egnor said.

Study West Virginia has, since its inception in 2006, always worked with different government departments, but “there is now more coordination between these agencies,” he continued.

Former President of Study Texas Jessica Guiver pointed out that the Commerce Department initially set up state consortia for the study.

A senior international trade specialist would attend Study Texas board meetings, in addition to helping arrange meetings with respective international trade officials in key markets, or helping to organize academic fairs, a she told The PIE.

“They have also been able to help universities connect with recruitment agencies in target markets, organize meetings with potential university partners,” she added.

The Commerce Ministry’s effort will focus on consortia, organizations now hope.

Erin McDonnell, Director of Outreach at StudyColorado added that the Commerce campaign is a “great opportunity to highlight the unique aspects of each state and to offer students’ perspectives on their experiences.”

President of Study Tennessee Stephanie Sieggreen said the consortium has been working closely with local US commercial officials in the state “for some time now.”

“They have been instrumental in helping Study Tennessee explore and secure in-country connections to key recruiting regions to help strengthen Tennessee’s global visibility as an educational destination,” she said. told The PIE.

The support and recognition that welcoming international students to the United States is a priority has recently “been high,” she continued.

“Many institutions in our different states may not have the luxury of funding recruitment initiatives on their own, as each institution offers something unique to a global audience to help find the right training,” he said. she explained.

Grants, financial support and funding to create and implement innovative ways to recruit and retain international students and to support statewide recruitment initiatives, through marketing and / or administrative support, will all help “keep consortia at work,” she added.

Study Tennessee members recently collaborated to host an alumni event in Saudi Arabia and worked with TravelWorks on a YouTube video production for a Russian-speaking audience, she added.

In December, StudyColorado will host an exclusive Colorado Virtual Fair in Latin America, McDonnell explained. Other initiatives StudyColorado has learned from other consortia include holding a “transfer fair” for community college students interested in enrolling at a four-year institution in Colorado.

Gabriela Zelaya, head of the ITA Global Education Team, said the United States has “a long and proud history of welcoming students from all over the world to live and learn in the United States and bring significant contributions to our communities and our culture ”.

In 2020, at an estimated $ 39 billion, education was the sixth largest services export from the United States, according to the Bureau of Economic Analysis. NAFSA analysis found that international students in U.S. higher education supported nearly 416,000 jobs in the 2019-20 academic year.

“This new campaign is designed to help American states attract the best and brightest minds. We are ready to help our educational institutions and industries succeed, ”Zelaya added.

The ITA Global Education team recently Indian Market Report, as part of its 2021 Education and Training Services Resource Guide, identified that the country’s study abroad market “is experiencing a steady increase in competition from Canada, the United Kingdom, Germany, Australia and New Zealand”, largely through flexible visas and other pro-immigration policies and longer optional practical training conditions after graduation. .

“I think this [campaign] is a good start, ”added Egnor of Study West Virginia. However, he called for “something more to be formally implemented” in the direction of a national strategy that NAFSA has long advocated.

“I think we’ve lost market share to the UK and Australia”

“It’s really over the last five years or so that we’ve seen a kind of slowdown in international student enrollment in the United States. I think the US is still the world leader as a destination for international students, but I think we have lost market share to the UK and Australia.

“I am encouraged by this [announcement], maybe we are beginning to restore our leadership in international education… or our country is in the process of restoring its leadership in international education. But it is still too early to say whether we will be able to reverse these negative trends.

“That’s why I think it’s so urgent that we have a national policy, really there has to be someone in the White House to lead this. It is so important to the future of the United States to have a strong international education policy and leadership.


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