Jamie O’Connell Hobsons London, UK | February 2017

1. I m p r o v e i n t e r n a t i o n a l s t u d e n t
c o n n e c t i o n s w i t h A c t i v e M a t c h
Jamie O’Connell
Hobsons
London, UK | February 2017

2. 1
2
3
4
Our vision for:
• Advising in schools with Naviance
• Connecting best fit students and institutions with Matching solutions
Naviance & ActiveMatch for UK
institutions
What’s coming
next
Agenda
Any questions

3. Our vision

4. Connecting
learning to life
Our mission at Hobsons is to empower students to connect learning to life by
making informed choices across a lifetime of education decisions

5. Self-Discovery
Careers
Exploration
Academic
Planning
University
Preparation
University and Careers Readiness

6. Naviance
Naviance is the world’s most widely used university and career planning
tool for K-12 schools and districts.
• Over 12,000 schools worldwide
• Over 11,000 schools in the US (6,500 high schools)
• Reaches 40% of US high schools students
• 7.8 million colleges “added to list” annually
• 5.9 million indication of college applications
annually
• 114 million college profile views annually
Self-
Discovery
Career
Exploration
Academic
Planning
University
Preparation

7. Naviance State Reach by % of Students
95-100%
70-94%
40-69%
10-39%
1-9%

8. Matching with Hobsons

9. Hobsons Matching Solutions today
Inform Match Connect Advise
University Profiles ActiveMatch Plus

10. Enhanced Naviance university profiles to improve information, visibility, and engagement
new profile pages launched at the end of 2016
University Profiles (HubPages)

13. Directly engage with best-fit students who are more likely to apply and enrol
ActiveMatch Plus

14. ActiveMatch Plus
Competitive
State, Universities of Interest
Self-Matching
State, Expressed Interest in
Your Institution
Ethnic Diversity
State, Class Year, GPA
Range, Race/Ethnicity
Economic Diversity
State, Class Year, GPA
Range, Attending School with
High FRL Rate
Community College
Zip Code Radius
Student Interest Admissions Optimization

15. Matching with students who are more likely to advance
Text Here
Text Here
apply
admit
enroll
persist
complete
National Average
Matching & Name Services inquiry
Hobsons Average
ActiveMatch Plus (Class of 2016)
National Avg Source: Eduventures, Benchmarking
Admissions Operations 2014
5%
3%
1%
78%
41%
9%
Percentages are represented as the portion of
overall inquiries to convert to each stage.

16. Naviance and ActiveMatch for
UK institutions

17. # H U E M E A 1 7
UK institutions and Naviance
2016 figures across all UK institutions:
Student / guidance councillor shared data
Total
Considering/short
listed
Total Applied Total Accepted Total Enrolled
% short list who
apply
19,600 9,596 4,590 950 49%
2016 average across all UK institutions:
Student / guidance councillor shared data
Average
Considering/short
listed
Average Applied
Average
Accepted
Average Enrolled
Average % short
list who apply
117 57 27 6 29%

18. # H U E M E A 1 7
2016 top 10 shortlisted UK institutions in Naviance
Student / guidance councillor shared data
Institution
Considering/
short listed
Applied Accepted Enrolled
% short list who
apply
University of St Andrews 2838 1830 945 262 64.48%
University of Oxford 1592 449 65 31 28.20%
University of Edinburgh 1370 758 465 115 55.33%
King's College London (University
of London)
1264 743 340 71
58.78%
University of Cambridge 909 237 30 10 26.07%
University of Glasgow 728 333 186 24 45.74%
University College London 670 386 179 18 57.61%
Richmond 639 380 197 24 59.47%
The London School of Economics
and Political Science
433 215 46 12
49.65%
University of East London 386 166 81 12 43.01%

19. # H U E M E A 1 7
Top 10 states for showing interest in UK institutions
State
Number of students
shortlisting UK
institutions 2016
CA 3,893
NY 2,499
MA 1,707
TX 1,450
NJ 1,225
CT 1,139
IL 865
MD 828
PA 689
VA 688

20. # H U E M E A 1 7
ActiveMatch for the UK
2016/17 Pilot - Matching UK institutions with US high school students
Aim:
• Supporting brand exposure and awareness
• Supporting UG recruitment
Initial pilot with 8 institutions:
• Hub page/ Profile
• Matching filters
• Direct engagement with connected students

21. Comparison of Naviance conversion funnel
Pilot institutions 2016 v’s 2017
2016 ½ 2017
52
6
Shortlisted
Applied
Accepte
d
Enrolled
Profile views
128 119
34
597
-
74
41
6
31
Connection
s

22. # H U E M E A 1 7
What we’ve learned on the way
• Matching greatly increases ‘Profile views’
• An enhanced profile and student engagement increases ‘shortlists’
• There is a need for UK specific profile fields, flexibility to share:
– How to apply
– Reputational indicators (e.g. rankings)
– Specific subject and course information
– Funding/scholarships
– Support services e.g. airport pickup
• Matching filters – broadening the net as wide as possible
• Language considerations (e.g. Russell group v’s ‘UK equivalent of Ivy League’)

23. What’s coming next

24. # H U E M E A 1 7
Coming soon…
• Detailed monthly report for our ActiveMatch customers to track shortlisted students, connections
etc.
• Matching platform (summer UK)
– Update your own content hub page, update your own images etc. webtour
– More export control
– Analytics
• Launch international match summer this year
• Events promotion and signup (September)
– public events and school visits
• Major search overhaul
– Saved filters for students including international study

25. Hobsons Matching Solutions
Inform Match Connect Advise
College Profiles ActiveMatch Plus
ActiveMatch Events
Counselor Community

26. increasing reach and in-person connections with best-fit students
ActiveMatch Events

27. ActiveMatch Events
Help students discover university events
Notify students of recommended events via best-fit filters
Register via Naviance to instantly notify universities
Student Registration Fields
• First Name
• Last Name
• Email
• Birthdate
Matching Criteria Includes
• Location
• Gender
• GPA
• Grade (graduation year)
• Race/Ethnicity

31. connecting with best-fit international students
Reaching International Students

32. ActiveMatch Plus Filters for
International Students
Middle East & North Africa
~10k Juniors & Seniors
South Asia
~9k Juniors & Seniors
Southeast Asia
~19k Juniors & Seniors
East Asia
~27k Juniors & Seniors

33. US College Profile Personalization for International Students
Content personalized for
international students:
• Photos & Videos
• Application links
• Data & information
• Featured students,
programs & alumni

34. a community for HS counsellors and HE admissions counsellors
Counsellor Community

35. Colleges &
Universities
HS Students HS Staff
Current HE Staff
Perspective
Current HS Staff
Perspective
The Future of
Matching
8.5m+
Students
200,000+ Staff
at 6,500+ High Schools

36. Counselor Community
An active community of Naviance HS counselors and college admissions
representatives including the following key functionality:
• Profiles for all US high schools (including enrollment & demographic info) with
enhanced profiles for 6,500+ Naviance schools (including student admissions
behavior and college-specific applicant and prospect info)
• Directory of counseling staff for all Naviance high schools
• Ability to connect to counselors and develop a dynamic network that is kept
up-to-date (and that can be exported to your CRM)
• Ability to define territories to increase connection of regional reps to schools
• Direct messaging to individual and groups of counselors
• Turnover management to help new reps connect to networks of previous reps
• Standard community functionality (search, user profiles, feed content, groups,
follows)

37. HSInstitutionalProfiles HEInstitutionalProfiles
AdmissionsRepsHSCounselors
HS
Feed
Content
HE
Feed
Content
connect
follow

38. The Counsellor Community brings together Naviance high school counsellors and higher
education admissions staff. Admissions representatives can develop a dynamic network of
counsellor connections, discover and explore high schools, and collaborate with the broader
admissions community.
Counsellor Community

39. Community
Search
Search for people and
institutions by name
Advanced search for
schools using multiple
school characteristics
Advanced search for
counselors using
individual and school
characteristics

40. Profiles for all US high
schools
Enhanced profiles for
Naviance schools
(including international)
Ability to follow high
schools for updates
High School
Profiles

41. View and connect to
counseling staff at
Naviance schools
Demographic and
enrollment behavior for
students at each school
High School
Profiles

42. College profile access
for Naviance counselors
Post updates specific to
counselor audience
List your admissions
staff with territories so
counselors can easily
connect
HE Institution
Profiles

43. Develop a dynamic
network of connections
that stays up to date
Categorize connections
for messaging
Easily manage staff
turnover with the ability
to connect to previous
staff’s connections
Community
Connections

44. Community
Groups
Collaborate with high
schools and other
admissions offices to
develop best practices
Connect with local and
regional groups
Get updates and market
research from Hobsons-
led groups

45. # H U E M E A 1 7
In closing
• Your institution is on Naviance today, check your data is up to date
• Activematch represents an exciting opportunity to reach highly engaged international
students at the right time in the right place.
• Initially with US students International student matching by region later this year
• Updates coming for UK institutions to support ‘advising’ and outreach activities
– Event matching
– In the future you can be part of a community of guidance councillors and advisors

46. Questions?
Contact information: Jamie.oconnell@hobsons.com