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Fall 2021
WOOING
INTERNATIONAL STUDENTS
Challenges remain, but the future looks brighter for those
studying and seeking more opportunities in the U.S. 10
UniversityBusiness.com
The new ‘bogeyman’
Amid a charged political climate,
experts discuss critical race theory. 5
SPONSORED CONTENT
Strategies for implementing access
control systems in higher ed
Q&A with Ron Shaffer, Technology Business Development
for Education, SALTO Systems
There are a lot of choices when it comes to access control These questions are
systems campuses could use. What should drive the often overlooked at an
decisions of higher ed leaders in this area? earlier stage, but it’s
Many decision makers don’t take the most important factor important to consider
into account: the end user experience. It is the experience of these Day 2 issues in
your campus users—students, faculty and staff—that matters the decision-making
most when deciding what type of access control systems process.
to implement. Other important factors to consider when
deciding on access control systems include: What are some best practices when implementing a new
• Whether a system is easy to use, has an intuitive design, access control system?
and provides clear user feedback Research, research and research! Kick the tires and ask a
• The durability of the hardware vendor for an onsite demonstration installation—and use
• The long-term reliability of the system, and any it without any company representative present. Take this
ongoing administration requirements opportunity to put the system through its paces. Test and
explore every scenario your team can think of.
What are the most overlooked aspects of implementing Look for a system that includes the following features:
access control systems on campuses? • Extensive credential compatibility
Think about it in terms of “Day 1” versus “Day 2.” During the • Access points that allow for growth, such as lockers,
Day 1 phase, higher ed leaders are focused on the features of cabinets, exterior gates, parking gates, glass doors,
the system, the initial installation costs and whether the new cylindrical and mortise applications
system meets their current needs. • Wire free, wireless and wired applications
But during the Day 2 phase, new questions arise • Easy I/O data integration with custom or third-party
concerning the complexity of the interface, network systems
dependency, monthly or yearly user or access point fees, • Mobile iOS and Android applications for remote access
credential compatibility and other ongoing costs. As time assignment
goes on, institution leaders may ask more questions, such as:
• How are my users affected during a network outage? What trends are you seeing on cutting-edge higher ed
• Is access still permitted in a power outage? campuses today?
• Is the system scalable to meet future growth within our One emerging trend is providing self-service offerings
current network environment? such as kiosks and mobile access credentials to campus
• How do we maintain IP addresses, network switching users. These provide the ability for a student to cancel
and routing design? their lost or stolen card through a portal, change a pin
code and request replacement, all on their own and
without involving staff.
Many higher ed leaders who are using mobile credentials
are looking to make the most out of this technology, finding
ways to customize their existing app to their brand, and
ensuring compatibility with iOS and Android devices that
utilize Bluetooth and NFC for access control communications.
The future of access control is here, and mobile
credentialing offers a level of security, convenience and self-
service that enhances the end user experience.
SALTO Systems provides state-of-the-art access control technologies that can help to create safe,
convenient learning environments in any school facility. To learn more, visit saltosystems.com.
FirstTake
The pandemic Reasons to visit UniversityBusiness.com
boomerang
State-by-state look at
Just when it was looking like things were
returning to normal, the COVID-19 colleges requiring COVID-19
delta variant threw that storyline out vaccines, updated daily
the window. The summer spike in cases,
The complete list of higher education
mostly among the unvaccinated, has us
institutions mandating vaccination for
on our heels again.
the fall 2021-22 semester.
As a higher ed leader, you’ve had to
make some tough decisions about this bit.ly/mandatoryvax
fall semester, including whether students
and staff must mask up and be vacci-
nated to slow the spread of the virus.
Mask tracker: A look
Students, no doubt, would like noth- at which higher ed
ing better than return to the carefree institutions are imposing
pre-pandemic days. But it’s likely that
some restrictions will still be necessary.
new mandates
As of this writing in early August, Hundreds of institutions opt for extra
hundreds of colleges and universities safety this fall.
have mandated face coverings and bit.ly/ubmasks
vaccinations for a safe return to campus.
You can find lists of these schools on our
website, updated daily. The 5 factors driving
We’ll continue to spotlight success-
ful strategies, innovative programs and Indiana’s record
more in the coming months in the hope enrollment surge
that these examples offer ideas you may The university has launched several
want to implement. simple but effective initiatives over the
If you have a creative solution to past year to help meet student needs.
tout, don’t hesitate to drop me a line at
eweiss@lrp.com bit.ly/indysurge JAMES BROSHER/INDIANA UNIVERSITY
And please note: Our press deadlines
don’t accommodate the rapidly chang-
ing mask and vaccine environment.
Illinois, IBM creating
For the latest on mandates, please visit $200M institute on
universitybusiness.com emerging technology
The Discovery Accelerator will al-
—Eric Weiss, executive editor
low university students and industry
researchers to work on complex global
solutions.
PHOTO COURTESY OF THE UNIVERSITY OF ILLINOIS
bit.ly/illinois-ibm
http://bit.ly/UB_Facebook
MIT still No. 1, but U.S.
http://bit.ly/UB_Tweet universities fall in world
rankings
Harvard, Caltech, Cornell and Duke all
experience significant drops while inter-
http://bit.ly/UB_Link nationals move up.
bit.ly/world-rankings MUZAMMIL SOORMA/UNSPLASH
UniversityBusiness.com Fall 2021 | 1
Contents
Fall 2021
FALL 2021
VOLUME 25, NUMBER 3
Publisher Kenneth Kahn
EDITORIAL
Executive Editor Eric Weiss
Managing Editor Lori Capullo
Senior Writer Matt Zalaznick
Associate Editor Chris Burt
ART
Production Director Joe Ciocca
Art Director Rebecca Eller
ADVERTISING, EVENTS
AND CUSTOM MEDIA
10 Vice President, Event and Media Sales,
Education Group Jim Callan
jcallan@lrp.com (561) 622-6520 ext. 8696
FEATURES Sales Manager, East Robb Holzrichter
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5 The new ‘bogeyman’ Sales Manager, West Fern Sheinman
By Chris Burt fsheinman@universitybusiness.com
(858) 877-0739
Experts discuss critical race theory’s role
and misconceptions in higher ed Content Marketing Editor
Kurt Eisele-Dyrli
10 Wooing international students
C I R C U L AT I O N
By Chris Burt A N D O P E R AT I O N S
How institutions pivoted amid the Director of Audience Development
pandemic to recruit foreign students Dana Kubicko
5 LRP MEDIA GROUP
President Kenneth Kahn
Chief Financial Officer Todd Lutz
COLUMN Vice President, Marketing and
Communications Missy Ciocca
13 Last Word
By Tom Sens and Kyle Moll REPRINTS/PERMISSIONS
For more information,
A nationwide survey of students reveals what they want in library design call (561) 622-6520 ext.8456
SUBSCRIPTIONS
BEYOND THE NEWS Send address changes to:
Dana Kubicko
UNIVERSITY BUSINESS
3 Feds award another $3.2 billion to dkubicko@lrp.com
students hardest hit by pandemic
HOW TO REACH US
4 Boston institute names first UNIVERSITY BUSINESS
female president in more than 100 360 Hiatt Drive
Palm Beach Gardens, FL 33418
years
3
Phone: (561) 622-6520
Website: www.universitybusiness.com
University Business, volume 25, number 3 (ISSN: 1097-6671), is published 6 times per year. A publication of LRP Conferences LLC, 35 Nutmeg Drive, Suite 205, Trumbull, CT 06611.
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2 | Fall 2021 UniversityBusiness.com
Beyond the News
EMERGENCY RELIEF
Feds award another $3.2 billion to students
hardest hit by pandemic
Historic and under-resourced institutions
have another $3.2 billion in emergency
grants to support students, after the latest
release of American Rescue Plan funds by
the U.S. Department of Education.
More than 1,800 institutions are eli-
gible for this batch of Higher Education
Emergency Relief Fund grants, which
can be used to re-engage disconnected
students, expand mental health services,
and bolster retention programs that
improve graduation rates and workforce
preparedness.
“The American Rescue Plan pro-
vided critical funds to make sure our
nation’s institutions of higher educa-
tion—particularly those that serve stu-
dents most impacted by the COVID-19
pandemic—receive the resources they Some $1.6 billion in funding goes HBCUs, $190 million to tribal colleges
need in order to provide students with to historically Black colleges and uni- and more than $13 billion to Hispanic-
a high-quality education and the social, versities with another $1.19 billion ear- serving institutions and Asian American
emotional and mental health supports marked for minority-serving institutions and Native American Pacific Islander-
to earn their degrees and thrive,” U.S. and under-resourced schools eligible serving institutions.
Secretary of Education Miguel Cardona for Strengthening Institutions pro- Community colleges will be the
said in a statement. grams, many of which are community main beneficiaries of another $225
“These institutions have a long his- colleges. million in relief funding targeted
tory of serving our students—particu- Tribally controlled colleges and uni- towards supporting public and non-
larly students of color, first-generation versities will receive $143 million. profit institutions that have been left
college students, and other students who So far, the American Rescue Plan with the greatest unmet needs in the
are underrepresented in higher educa- has provided more than $10 billion to wake of the pandemic.
tion,” Cardona said. community colleges, $2.6 billion to — Matt Zalaznick
FOOD INSECURITY
House Reps. press for help on food insecurity, SNAP benefits
Two members of the U.S. House of Education and Labor Chair Bobby at some campuses are not getting
Representatives reached out to Scott (D-Va.) and Agriculture Com- enough food.
the Government Accountability Office mittee Chair David Scott (D-Ga.) Prior to the beginning of the
asking that it assess the impact of food noted continuing concern over hunger national crisis, more than one million
insecurity among college students and among students that has been exacer- of the college students who were SNAP
the barriers that may exist under the bated by the effects of the COVID- eligible did not reach out to attain bene-
USDA’s Supplemental Nutrition Assis- 19 pandemic—citing surveys that fits, according to the GAO’s own report
tance Program (SNAP). show as many as 40% of individuals in 2018. Many have struggled to under-
UniversityBusiness.com Fall 2021 | 3
Beyond the News
stand the complexities of the program, SNAP eligibility restrictions with 2021 proposed by Sen. Elizabeth War-
are unaware of it or simply don’t qualify. respect to college students,” the Scotts ren and others that hopes to make the
Congress eased some of the restric- wrote. Consolidated Appropriations Act guide-
tions of SNAP through the Coronavirus For college students, navigating lines permanent and provide further
Response and Relief Supplemental SNAP can be daunting, especially benefits for students, including: increas-
Appropriations Act late last year, pro- for those from less-traditional situa- ing low-income student eligibility to
viding immediate access to benefits for tions (those living with families and include those who are in federal or state
those in work-study programs and those then directly entering college for work study programs, have an EFC of
with expected family contributions the first time). They must apply to zero, can get maximum Pell Grant, or
of zero. specific states for consideration. are a students whose households might
The two representatives are asking For those whose hopes are high for not qualify but they would because they
the GAO to look at further solutions finding information on the SNAP live independently. It also would require
—including extending those benefits for website, the answer to the first FAQ the Department of Education to both
many who could become ineligible once question “Am I eligible for SNAP?” reach out to students about potential
the crisis lifts. might be a deal breaker: “Generally, eligibility when they file for financial
“Given that the U.S. Department students attending an institution of aid and track data on food and hous-
of Education’s National Center for higher education more than half-time ing insecurity.
Education Statistics is likely to release are not eligible for SNAP unless they Another bill called the Enhance
new data on food insecurity among meet an exemption.” Access to SNAP Act from California
college students based on their 2020 Recognizing the gravity of the food Rep. Jimmy Gomez would simply get
National Post-Secondary Student Aid insecurity problem, many legislators rid of the precondition that students
Study in early 2022 and that the Farm over the past two years have tried to work to attain benefits. As long they
Bill is up for reauthorization in 2023, introduce bills to help. The most recent meet other SNAP rules, they would be
we feel the time is right to re-examine is the Student Food Security Act of eligible. — Chris Burt
HISTORIC PROMOTION
Boston institute names first female president in more than 100 years
A private non-profit college in Bos- “Dr. Francis has a clear vision for of Major Gifts and Donations for the
ton appointed the first female presi- BFIT as a dynamic higher educa- John F. Kennedy Library Foundation
dent in its 113-year history, one who tion resource that connects students in Boston.
was instrumental in helping the insti- whose families were left behind during She plans to utilize those col-
tution overcome big challenges during past economic boom times to strong laborative skills to help BFIT build
the pandemic. career paths at the leading edges of on Boston’s success in a look toward
Dr. Aisha Francis will transition the regional economy,” said Turahn the future.
from her role as chief executive to the Dorsey, the college’s recently appointed “BFIT has all of the elements in
top position at Benjamin Franklin Board Chair. “The Board is confident place to help our students succeed, and
Institute of Technology, leading a small that she has all of the experience, lead- to play a role in the continued evolu-
but rising school that is positioning ership and fundraising skill to trans- tion of Greater Boston’s economy as we
itself as a leader in affordability, career form BFIT into an institution that experience the fourth industrial revolu-
and technical education and the green more effectively, more expeditiously tion,” Francis said. “In particular, we
economy. and more affordably connects young are a leader in the cleantech industry
Under Francis’ guidance, BFIT people to the prosperous futures that and our graduates will continue to be a
managed to steer through the com- they deserve.” key part of that workforce.”
plexities of COVID-19, including Francis, a graduate of Fisk Uni- Part of BFIT’s mission will be to
the move to a hybrid model for this versity who received her Ph.D. from empower future leaders and continue
largely experiential institution that Vanderbilt University, has more than to forge corporate partnerships that
serves more than 50% of first-gener- 20 years of experience in higher ed focus on social justice and equity. The
ation students and 99% who receive and working with non-profits. Before Institute of Technology will do so on
financial aid. Many of them had few arriving at BFIT, she was Managing a new campus in the city’s Nubian
virtual options when the pandemic Director of Development at Harvard Square (formerly Dudley Square) area
began. Medical School and also was Director of Roxbury. —Chris Burt
4 | Fall 2021 UniversityBusiness.com
The new ‘bogeyman’
Amid a charged political climate, three top leaders
discuss critical race theory’s role and misconceptions
at colleges and universities.
By Chris Burt
S
ince the 1970s, critical race Gary Peller, a professor of law at equate and impoverished,” Peller says.
theory has floated around Georgetown University who has been at “We need new ways. That’s scary for
higher education as a frame- the forefront of the CRT movement, says people. People are used to thinking, I’m
work of exploration, largely those who are dismissing CRT or engag- not racist because I don’t think about
among legal scholars, educa- ing in “disinformation campaigns” don’t people in terms of race. And now they’re
tors and social activists, to address the fully understand its tenets. Two other being presented with critical race theory,
persistence of systemic racism. higher ed experts who spoke with Univer- an ominous sounding theory that says
One of the great myths, for example, sity Business say CRT has become the new that thinking is wrong. It’s confusing.
is that “colorblindness” can simply undo “bogeyman” meant to scare individuals It’s anxiety-producing, but I think that
power structures that have existed for susceptible to misinterpretation. history is on the side of change on this.”
centuries. Experts say getting to true eq- “The reason we chose the name ‘crit-
uity—overcoming institutional racism ical’ is that we are critical of the super- Where it is being taught
and acknowledging that longstanding ficial reality—sadly, ultimately—of tra- According to Jacobson’s website, as
privilege still exists—is daunting. The ditional Civil Rights approaches in that many as 300 colleges and universities
fight is only beginning, and yet it is al- they fail to dig deeper into how racial (and likely more) are addressing diver-
ready center stage. power might be exercised,” Peller says. sity, equity and inclusion in classrooms
Around half of U.S. states either “We critique the idea of colorblindness or trainings in some form, but far fewer
have passed or proposed legislation as the ideal of racial justice, which was are implementing specific curricula that
aimed at intercepting inclusion initia- adopted in the 1960s by mainstream identify critical race theory.
tives or, more directly, critical race the- America, the idea that being just means One that is facing it head on is the
ory itself. Although much of the public not looking at people in terms of race at University of Houston Downtown,
outcry against CRT has been levied at all, but being colorblind. We think that’s which has its own Center for Critical
K-12 schools, which don’t even teach impossible, but also a false way to expe- Race Studies. It constructs coursework
it, higher ed has had its share of detrac- rience the world because race has played in CRT and community-engagement
tors, too, especially since the rise of the a really important role in our identities studies in diverse literature history. Its
multigenerational, multiracial Black and certainly White power.” 12 fellows are creating a variety of pro-
Lives Matter movement. Colleges are Peller and colleagues across the gramming around marginalization and
facing unprecedented scrutiny from country are trying to showcase dispari- race, conducting research and working
conservative states and voices, including ties that still exist—not engender guilt with partners to discuss DEI matters.
outspoken Manhattan Institute fellow in anyone—but rather identify what is UHD has its own Introduction to Criti-
Christopher Rufo and Cornell profes- still causing gaps while finding solutions cal Race Studies course as well as ad-
sor William Jacobson, who has launched that lead to better outcomes for all indi- vanced courses that touch on the topic.
the website CriticalRace.org for those viduals and the nation. “Our traditional If it’s occurring from UHD to UCLA
worried about its “negative impact.” ways of understanding race were inad- (which also has a renowned Critical
UniversityBusiness.com Fall 2021 | 5
The new 'bogeyman'
Race Studies program in its law school), been used as a moniker, a placeholder Robertson, he says most of his courses
how prevalent are CRT teachings on for all diversity, equity and inclusion attract graduate students. This summer
college campuses? That’s difficult to work, a bogeyman.” he taught a course on critical race theory
assess because of its positioning at many In Texas, that bogeyman has become with only Ph.D. students.
institutions. “Most [colleges and uni- a high priority on Gov. Greg Abbott’s Like Robertson, he says he is dis-
versities] don’t have courses. Unless one agenda (House Bill 3979). He has ex- mayed by those who use CRT to push
had a graduate degree, one wouldn’t pressed his desire to abolish critical other agendas.
necessarily come in contact with even race theory from being taught, as have “First of all, just admit that this is not
the words critical race theory,” says Vida conservative leaders in other states, in- about CRT,” he says. “They hide behind
Robertson, director of UHD’s Center cluding Florida. And yet, colleges re- CRT because they don’t want equity and
and associate professor of English. main largely insulated from bans. “It inclusion being taught in schools. That’s
Peller adds, “It’s taught as a semi- hasn’t reached us because universities what it really is. Just own that. They
nar in many law schools, and it might in part are supposed to be those unfet- know the language to use: indoctrina-
be mentioned in a constitutional law tered places where we are allowed, even tion. Nobody is trying to indoctrinate
class that deals with race and equal encouraged, to ask the most bombastic your child to believe anything. I’m not
protection. Outside of legal education, questions,” Robertson says. “There’s a trying to convince you. You can believe
its strongest two areas are in sociology, reluctance to make its way into the uni- what you want to believe, as long as that
where there are a few writers who are versity. But they did send a clear signal belief system is not rooted in the oppres-
subconsciously using critical race theory, that they’re not happy with it. And if sion of others. When it becomes rooted
and the field of education.” given the opportunity, they’d like to re- in the oppression of others, then we
Because the subject of race is at its shape education in Texas.” have to have a conversation. And with
core, detractors falsely connect it with Robertson noted the concern on his critical race theory, what do you have
other initiatives, ignoring that CRT campus after state leaders seized on for- to lose?”
goes beyond that, intersecting with mer president Donald Trump’s desire However, inviting CRT conversa-
other gender identities and differences. to end funding for CRT trainings for tions onto campuses in conservative
“There’s a lot of confusion that when federal workers. “With a name like the states in a charged political atmosphere
universities like my law school do a Center for Critical Race Study, there might be difficult for some university
diversity, equity and inclusion exercise, was a moment when there was a discus- leaders.
that some people are calling that critical sion about, do we have to change our “They have a really fine line to walk
race theory. And it’s not,” Peller says. “In name? Is our existence against the law?” because of donors,” he says. “If you have
a sociology class, it would be presented Robertson says. “Think about the inter- a big donor that gives hundreds of mil-
as one of the alternative ways to explain section of academia and race. Although lions of dollars and says if CRT is being
the obvious inequality between observ- the state may have never intended it, taught on campus, I’m going to pull my
able social groups. Same in education. they were taking a particular swing at funding, that’s a reality. When you have
Here are observable achievement gaps people of color, at faculty of color, who states like Indiana that are cutting fund-
by race, and the critical race theory of are already the minority at their univer- ing to higher ed, it becomes a difficult
education and our attempts to account sity and already doing the work on the situation. You want them to stand up,
for those.” margins of their field.” but they also need that funding.”
So why then the uproar over CRT? On the flip side, it doesn’t appear
What is it that strikes a negative chord A critical lens CRT is going anywhere.
with such a large group of Americans? Dr. Cleveland Hayes, Associate Dean “Critical race theory, in terms of
“Very few of our critics or detractors for Academic Affairs at Indiana Univer- higher education, is going be around for
have any idea what critical race theory sity School of Education at IUPUI, has a while, because this is the deepest, most
is. But that doesn’t seem to stop people been involved in the CRT movement for profound and sophisticated approach to
from mischaracterizing it because the years in higher ed and is a former leader issues of racial power that were treated
goal was never actually to be accurate,” at the national Critical Race Studies in entirely simplistically, prior to our ar-
Robertson says. “Critical race theory has Education Association. Like Peller and rival,” Peller says.
6 |Fall 2021 UniversityBusiness.com
Three opinions: Is CRT worth
the fight for higher ed leaders?
Cleveland Hayes, Indiana University School of
Education at IUPUI:
“If we’re really committed to living up to
all men—even that term is problematic—are
created equal, then that must include men,
Vida Robertson, University of Houston Downtown: women, trans men, trans women, indigenous,
“Universities should employ race-conscious, immigrants, Black and White individuals. It’s
deliberate, strategic and intentional assessments of about valuing their lived experiences and
the way that they do business in classrooms and in developing curriculum and policy that make
student affairs. In order to empower marginalized schooling better. This conversation around CRT
communities, in order for us to achieve the kind of is really about making the world a
equity that all students have the same opportunity to better place.”
be successful, critical race theory is an essential part
of that conversation. I would say to the detractors, we
believe in fairness, we believe in equality. Critical race
theory is one of those tools that will help us under-
stand what that equality now looks like.”
Gary Peller, Georgetown University:
“University administrators have to be part of a
broad piece of American culture that’s speaking
and reassuring in competence-building ways about
the need for change and how good the new world
is going to be. If a new world looks like a world of
cancel culture, where everybody’s surveilling every-
body every minute, that’s scary and nobody wants
it. That’s the task: to explain how it’s not going to
be like that. And it’s hard because we don’t live in a
new world here. We don’t have a blueprint for it.”
UniversityBusiness.com Fall 2021 | 7
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WOOING BY CHRIS BURT
INTERNATIONAL
STUDENTS Challenges remain, but the future
looks brighter for those studying
and seeking more opportunities in
the U.S. higher education system
comprise more than 5% of all campus
populations, contribute almost $40 bil-
lion to the economy, prop up enrollment
numbers, boost campus diversity and
support more than 400,000 jobs.
“International education is critical to
the development of strong diplomacy,
global affairs and technological and medi-
cal advancements,” Esther Brimmer, Ex-
ecutive Director and CEO of NAFSA:
Association of International Educators,
noted at the EducationUSA event. “At-
tracting international students and schol-
WELCOME TO THE U.S.—International students at a reception at Western New
ars is an important way for the United
England University, which boasts 300 students from 30 countries.
States to grow its knowledge economy.
They drive research-theory classrooms.”
I
nternational students have shown they Still, there is an uncomfortable un-
are more determined than ever to get certainty that persists for some of the 1.1 Creating opportunities
to the United States, and institutes of million international students who study Meeting international students “where
higher education are as passionate as here driven by the delta variant, travel is- they are” and providing personal touches
they are about making that happen. sues and the thought of deferrals. So, col- are common ideals shared by experts.
After a period that saw rare declines in lege teams are having to get creative, being Dr. Brian Whalen, Executive Director at
enrollment of international students com- more supportive, adaptable, focused on the American International Recruitment
ing to the U.S., this year saw 43% more building partnerships and connections Council (AIRC), stressed the importance
applications. That renewed optimism was virtually and accepting that this new nor- of colleges following through on diver-
fueled by several factors, including an im- mal isn’t completely normal. sity, equity and inclusion initiatives, es-
provement in the health crisis, additional “I think a big theme the whole year pecially in assessments, while prioritizing
in-person learning options and a more is being flexible,” says Bryan Gross, Vice internationalization of curriculum and
welcoming political environment. President of Enrollment Management research, mobility options and afford-
“The reality is, over the past several and Marketing at Western New England ability. Through the toughest days of the
years, it’s been a little complicated getting University, which boasts 300 students pandemic, they did a remarkable job con-
students to the United States,” Dr. Angel from 30 different countries. necting with partners to perform outreach
Perez, CEO of the National Association Mirka Martel, Head of Research, and assistance and provide steady guid-
for College Admission Counseling, told a Evaluation and Learning at the Institute ance to international students.
virtual audience at the 2021 Forum pre- of International Education, agrees. “We “That was a signal to me that going
sented by the U.S. Department of State’s anticipate the recovery to come in phases, forward we’re going to see a lot more
EducationUSA. “But the good news is tied to vaccinations and travel guidelines,” partnerships and collaborations,” Wha-
visa issuance is returning to pre-pandemic she says. len said. “Institutions need to understand
level, and the Biden Administration is That has institutions holding their why it’s critically important to integrate
very supportive.” collective breath. International students [DEI] into each segment of international
10 | Fall 2021 UniversityBusiness.comenrollment and to be able to employ a been feeding back to me, it’s about per- dova, and EducationUSA Regional Edu-
range of strategic approaches to achieve sonal relationships,” Gross says. “Anytime cation Advising Coordinator for Europe
this. We can’t lose that momentum.” they called, people got back to them. You and Eurasia. “What they are looking for
Whelan also talked up the many think about all the technology, all the is insider information, how to stand out
unique pathways offered to those who fancy marketing and virtual events, but I in the admissions process, how they stand
come to study here. For example, Gross think a big storyline for our success was out if you’re test-optional, how to create a
said Western New England’s pool of pro- doing what we've always done so well, portfolio.” Jess Strong, Recruitment Co-
spective international students includes which is connecting with people.” ordinator at the University of Illinois at
those already studying in the U.S., at high • Staying connected: “Good old- Urbana-Champaign, stressed giving stu-
schools, boarding schools and community fashioned email still works. Zoom. In- dents information such as, “what life on
colleges. Pre-college programs, too, give terviews were really the best thing for campus might be like, financial aid, how
students a taste of the college experience, us,” said Reon Sines-Sheaff, Director of they get involved. Students don’t necessar-
while affording institutions the chance to International Admissions at the College ily need the nuts and bolts of the admis-
showcase their value. of Wooster in Ohio. “Students wanted sions process.” Scodova also highlighted
“Students get to test-drive institutions to connect one-one-one, so we had indi- the value of professors hosting mock
they may be interested in applying to,” vidual options to engage and connect on classes, breadth across several social media
said Christine Parker, Executive Director WhatsApp or WeChat. Make sure you channels and virtual fairs, which “were a
of Summer Session at The University of have a topic besides your school. We’ve great way to us to have more institutions
Chicago. “If you provide a quality experi- done case studies, essay workshops, [con- participating than typically would come
ence and you promote messages and in- versations on] sustainability and athletics. in person.”
vite people to talk about their experience Those were the topics that got us in front • Visa delays: “Quite a few countries
with others, it’s surprising how powerful of students.” remain closed for visas or have slow visa
that can be.” • Webinars and topics: “If students appointment times,” Scodova said. “Stu-
One of the most viable pipelines for can Google it, they don’t want to hear dents have been traveling to countries to
students and colleges has been the 2+2 about it in a webinar,” said Katherine Sco- get visas. This has been hard because of
program. Community colleges were as
nimble through the pandemic as four-
year institutions in their outreach efforts.
“The real innovators used this time to SNAPSHOT OF INTERNATIONAL STUDENTS
look at new ways to reach students,” said The COVID Snapshot Survey Series done by the Institute of
Dr. Stephanie Kelly, Executive Director International Education (IIE) throughout the 2020-21 academic
of Community Colleges for International year provides a look back and a look ahead to the outreach done
Development. “They recruited faculty by more than 400 institutions:
already involved in study abroad. They
recruited staff and students with connec-
86%
The increase in
tions in other countries to be emissaries
for higher education. Other members
were leveraging their new virtual exchange
Colleges and
universities
that planned
43% international
student
applications for the 2021-22
programs. I encourage you to break down for some form of in-person
academic year
the silos between international student re- study in fall 2021. None
were planning for fully
73%
cruiting and curricular and co-curricular
online Marketing
programs. While international student
and outreach
recruiting is a competitive field, there are
staff
many ways community colleges and uni-
that focused on online
versities actually provide a better service Institutions
recruitment this year,
64%
for students who want to study here and that planned to
which ranked ahead of
can work together.” offer vaccines
“working with students on
to students for
other campuses” (68%) and
Recruitment strategies that work 2021-22
social media (65%)
Admissions and advising experts
weighed in on important areas that col-
lege leaders should be considering as they
50%
Increase expected in study abroad. Last year,
try to reach students through the year. because of the pandemic, almost all institutions
• The personal touch: “Parents have projected declines
UniversityBusiness.com Fall 2021 | 11WOOING INTERNATIONAL STUDENTS
TRACKING INTERNATIONAL STUDENTS various travel restrictions due to COVID.
Data and trends from the Institute of International Education’s
Those that didn't get their I-20s right
(IIE) most recent Open Doors report, NAFSA: Association of
away were struggling to get appointments
International Educators, the U.S. State Department and the U.S.
in July and August. Trying to figure out
Department of Education: ways to support them is helpful. They
want to come to campus. They want to
be engaged. So, to be stuck at this point
is heartbreaking. For students trying to
come in January, urge them to get a visa
Countries of origin for international
appointment as soon as possible.”
students studying in the U.S. • Test-optional: Scodova recom-
1. China 372,532 mended that institutions that are test-op-
2. India 193,124 Countries with the highest tional promote that. Many students and
3. South Korea 49,809 international student populations families remain confused about the value
4. Saudi Arabia 30,957 1. United States 1,095,299 of testing, and high achievers want to sub-
5. Canada 25,992 2. United Kingdom 496,570 mit scores but often must travel long dis-
6. Vietnam 23,777 3. China 492,185 tances to reach a test center.
• Get in front of parents: Most ex-
7. Taiwan 23,724 4. Canada 435,415
perts recommend this, especially with
8. Japan 17,554 5. Australia 420,501
the pandemic still lingering. Parents want
9. Brazil 16,671 6. France 343,400
to know that their children are safe and
10. Mexico 14,348 7. Russia 334,497 being given the best opportunities to
succeed. Their feedback also can be very
powerful. Sally Conover, Director of the
What international students are studying in the U.S.
International Education Center at Diablo
1. Engineering 220,542 (21%) Valley College in Concord, Calif., said
2. Business/management 174,470 (19%) of the pre-college program experience,
3. Math and computer science 205,207 (16%) “They’re key in marketing, because what’s
4. Social sciences 84,440 (8%) better than to have a happy mother or
5. Physical and Life sciences 81,971 (8%) father talking about their program that
6. Fine and applied arts 64,501 (6%) their son or daughter just went on, and
7. Heath professions 34,934 (3%) helping to spread the word?”
While 2021-22 may be as unique as
Most popular states for the previous academic year, there are
international students countless considerations. But college reps
must remain steadfast and positive.
1. California 161,000
“With declining demographics,
2. New York 127,000 change in consumer mindset, unsustain-
3. Texas 77,000 able tuition discounting practices and the
4. Massachusetts 74,000 rhetoric around struggles in higher ed, a
5. Illinois 52,000 lot of institutions have jumped on the in-
6. Pennsylvania 50,000 ternational recruitment market,” he said.
7. Florida 46,000 “They’re doing it because they’re hoping
to diversity their portfolio. No matter
Top institutions by student enrollment (pre-pandemic) what, you’ve got to be in it for the right
1. New York University 21,093 reasons. International students provide
2. Northeastern University 17,491 such richness. They benefit our domestic
3. University of Southern California 17,309 student experience. They benefit our fac-
4. Columbia University 17,145 ulty. It’s powerful for our brand and pow-
erful for the students.”
5. University of Illinois-Urbana Champaign 13,962
6. Arizona State University 13,136
Chris Burt is UB’s associate editor.
7. UCLA 11,447
12 | Fall 2021 UniversityBusiness.comLAST WORD
University library survey:
What you don’t know might hurt you
A nationwide survey of students reveals what they want in library design
and what they use it for most
By Tom Sens and Kyle Moll
W
hen it comes to the use of The responses included: more comfortable they want to be drawn into the library
academic libraries, it is im- seating and more places to relax, more in- when they take their first steps inside.
perative for stakeholders to dividual rooms or independent workspaces, Another recommendation is to con-
understand how and why students use and collaborative space rooms. Students sider the functionality of the library and
that space and what their expectations may perceive the “formal” design of overlay it onto the students’ emotional
are. That means considering and study- older or not recently renovated libraries needs in the space. For example, a formal
ing student preferences and behaviors as less welcoming and relaxing. In fact, study room with a row of 100 chairs at a
to gather that knowledge and using that students wrote in suggestions such as, table may be functional but may not be
data to create more meaningful and sat- “make the furniture a little more mod- the most successful or engaging setting
isfying library experiences. ern,” “make it more open, instead of too for most students to study. Instead, the
Ask Your Target Market, an indepen- formal,” and create a “more home-like study results support designing relaxed,
dent online research firm, collected input feeling.” The challenge is incorporating comfortable and calm study spaces. This
from 500 students from across the coun- these diverse kinds of areas in libraries is accomplished by using innovative
try over a two-week period in October not designed for these accommodations furniture solutions to create the environ-
2020. The purpose of the research was and those facing budget constraints with ments desired by students.
to understand students’ preferences, be- any kind of a renovation project. As students’ requirements and ex-
haviors, emotions and experiences when pectations change, the library needs to
spending time in their college or univer- Recommendations adapt. It is important to be stewards of
sity libraries. All students were above the Students expect their libraries to have a understanding what students seek in their
age of 18, attended a four-year univer- variety of study spaces, including quiet academic library and design appropriate
sity, and were regular users of the library places to study alone, spaces to be able solutions that create those environments.
(minimum of two hours per week). to study alone together, and collabora- This means instead of just designing
Current first-year students were excluded tion areas where they can participate in library space based on what’s trendy, it is
from the survey as they did not have in- group activities. They also require space essential to make data-driven decisions
person library experience. Information to accommodate distance learning or based on students’ input and desires.
collected on students’ perceptions and viewing online lectures. Incorporating a Today’s students are dealing with
behaviors was for pre-COVID-19 library diversity of spaces in the library allows unprecedented stressors affecting their
use and not current library use during students to see that the space is “theirs.” academic careers. Due to the COVID-19
the pandemic. These needs may vary depending on pandemic, their college experience existed
any number of criteria including the mostly online in 2020. As a result, they
Research findings culture and focus of the college or uni- are seeking empathic connections—some
The number-one reason why students versity, the location of the school, and of which can be fulfilled by their library
visited the library was to study alone the patrons of each library. To make the experiences. By providing spaces where
(selected by 55% of students), followed best use of the space, determine what students can choose whether to be in
by studying with friends (42.2%). Most students require in these spaces, such as areas with other students and where they
students (58.6%) preferred quiet study flexible and moveable furniture, mul- feel relaxed, welcome and comfortable,
spaces in the library. The top five areas tidimensional lighting, and additional libraries offer the human connection vital
where students spent their time in the power and data outlets. to a student’s academic success.
library were: quiet study space (58.6%), Today’s students want to see and be
Tom Sens has over 30 years of experience
computer lab (37.8%), reading room seen in a space where they feel welcome, working with his higher education clients to
(35%), café (33.8%), and group study comfortable and inspired. Rethink the achieve successful, data-driven results. Email
space (32.2%). traditional big, fixed, and, in some in- Tom at tsens@bhdp.com.
Students were asked what physical stances, intimidating circulation desk Kyle Moll is a third-year Intern Architect on
change the library could make to en- and instead establish an experiential BHDP’s Higher Education team. Email Kyle
courage them to use it more frequently. sequence so students immediately feel at kmoll@bhdp.com.
UniversityBusiness.com Fall 2021 | 13Advancing
Student Success
Success begins with access. Find out why
colleges and universities turn to Edamerica for
best-in-class contact center solutions.
Edamerica is a division
of Edfinancial Services. 855.493.1785 edamerica.netYou can also read
