With more than a decade of service in the community college system, and herself a former international student, Aubrey Kuan Roderick has spent her career advocating for the value international students bring to community college campuses.
In the 1990s, Aubrey came to the U.S. to pursue her graduate studies, when international programs at public higher education institutions were vastly different and generally unknown: fewer programs and support services were available— but not anymore. Today, Aubrey is the program coordinator for international students at the College of San Mateo (CSM), which, like many community colleges across the nation, offers a robust international program that hosts students from over 50 countries and provides a vibrant campus life including leadership development, student government, more than 20 student clubs, and a variety of educational and cultural activities.
There’s no doubt that community college international programs create vibrancy on campus and opportunities for international and domestic students alike. However, international student enrollments are down, and programs need more substantial marketing to boost awareness and attendance. The NAFSA Fall 2020 Snapshot Survey highlighted the decline of international student enrollment following the COVID-19 pandemic: overall international student enrollment declined by 16%, and new enrollment fell by 43%.
That trend is changing, albeit slowly. According to the Institute of International Education’s Spring 2022 Snapshot Survey, 65% of U.S. colleges report receiving more international student applications for the upcoming academic year than in 2020 or 2021. As international programs begin to gain momentum in student enrollment, it’s never been a better time to showcase how international students benefit higher education. On this Higher Education Coffee and Conversation episode, Aubrey shares how international students positively influence cultural diversity and campus student life, the advantage out-of-country students provide the global economy, and how targeted marketing can help reverse the COVID-19 enrollment loss.
How International Programs Benefit Community College Campus Life
International programs provide an excellent opportunity for the U.S. to showcase the value of the community college system globally. Beyond that, programs for international students benefit domestic students through increased cultural diversity, increasing enrollments, and financial benefits to the local economy.
Domestic Students Benefit from International Student Programs
Colleges that welcome international students also welcome increased cultural diversity on and off campus: these benefit domestic students who engage socially, educationally, and culturally with students who speak diverse languages and come from diverse backgrounds. Meanwhile, international programs that offer global educational events, like the College of San Mateo’s World Chat and World Gala programs, showcase cultural diversity to the community at large.
Aubrey says her experiences with students in the international program have been incredible because “native students get the chance to meet students from other nations, who they wouldn’t normally meet in the state of California.”
International programs’ impact on students lasts long after the program ends. For example, last year, the College of San Mateo held its first global alumni reunion with the student classes of the 60s and 70s with great success.
“We offered a panel discussion where alumni spoke about their experiences attending community college as first-time students in the United States. They laughed, joked, and showed us old photos of them together; it was special to see how their community college experience kept their friendship strong,” says Aubrey.
Enrollment and Economic Impacts
“The value international students add to community college campuses goes beyond dollars,” Aubrey says— nevertheless, international students do make a tremendous financial impact on the U.S. and global economy.
With many countries competing for talented international students, U.S. community colleges will need more targeted marketing to attract the best and brightest students worldwide to compete in global academic research, job creation, and scientific innovation.
In the U.S., many international students pay full tuition, which supports operating expenses that include financial aid programs for many U.S students. Between 2018-19, international students contributed billions to the American economy and supported approximately 75,000 jobs.
“According to the U.S. Department of Commerce, international students contributed 45 billion dollars to the U.S. economy in 2018,” Aubrey says.
Although community colleges have struggled with enrollment following steep pandemic-related drops last year, international students can help fill in enrollment gaps— but colleges must invest in marketing to recruit these out-of-country students.
Spreading Awareness About International Programs
In California, most community colleges have international student programs— but how do international students learn about programs at community colleges, particularly those from nations unfamiliar with the community college system?
- Outreach Events and Digital Marketing
Students learn about community colleges through college fairs and study abroad agencies overseas, which also promote community colleges for their clients. “Promotion overseas has been robust, especially after Covid-19,” says Aubrey. “We also saw increased digital marketing, social media, and other promotions.”
2. Focusing on Services
Community colleges provide a great support system to students outside of the United States, which has also positively influenced recruitment. Aubrey finds that the resources for international students, including financial assistance, support with college admission, effortless transfer to 4-year institutions, English-as-a-Second-Language courses, and other student support services, are essential to highlight when recruiting internationally.
“Sometimes students don’t feel they will have resources in a new country, but community colleges offer housing support; when students learn this, they can picture their success here,” Aubrey explains.
3. Strategic Locations
Like real estate, international programs benefit from “location, location, location.” The College of San Mateo sits in the heart of Silicon Valley, which has made it a popular destination for students interested in joining the dynamic community.
“People want to identify something they recognize and relate to: Silicon Valley is the pinnacle of technology, innovation, YouTube, Facebook, social media, and more— and our students know that,” Aubrey says.
Marketing efforts to international students should play up these locations, and the many opportunities students will have.
4. Showcasing Virtual Learning
Focusing on the virtual learning environment offered at community colleges can further boost international student enrollment. Aubrey believes that “COVID-19 provided us with a unique opportunity to look at online education in a strategic and sustainable form.”
Before the pandemic, the San Mateo Community College District initiated Global Online Learning (GOL): a new program that allows students to take virtual classes from their home country. The program started with a few students from China and now serves students from 12-15 countries.
The pandemic revealed that international students want the campus experience, but more importantly, they still desire to get an education abroad. The GOL program allows first-year students to start their education online and second and third-year students to continue their education on campus.
Online learning allows U.S. community colleges to recruit students from around the world. Audrey says, “this new trend does not only benefit international students but all education programs.”
Building Support For International Programs
International student enrollment is a vital component of U.S higher education, and community colleges must continue to build support for these programs, especially now that COVID-related international travel policies and restrictions have been lifted.
“Sharing success stories from our international students demonstrates the amazing resource that community colleges can provide all students — not just international studies — community colleges are a phenomenal educational product for everyone,” Aubrey says.
When she reflects on her experience as an international graduate student, Aubrey remembers how strongly she wanted to join her college community. When she looks at the members of student clubs, she is proud to see many international students now lead these organizations as enthusiastic members of their community college.
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This article is based on an episode of Higher Education Coffee & Conversation, a podcast featuring higher education experts to discuss trends in marketing, communications, advancement, and student success. Subscribe via Apple, Spotify or wherever you listen to podcasts so that you don’t miss future episodes!
