Transcript Document
Engaging International Students in Sport Catherine Adams Participation Development Manager Aims How to strategically target IS (International Students) Case studies from University of Birmingham Sport Strategy Internal/External partnerships Actions Wants and needs? Own Culture Social Uni culture/location Course/Hall buddies Family funding (50%) Financial Self funding (25%) Loans/grants (25%) Study hours Education Level Future career/Family pressure Internal Communication o o o o Halls International Office EISU Colleges External Communication o o o Pre-course material Introduction to University life Local groups/places of worship Cultural Families o o o o On campus Lifestyle change Independence Academic/financial pressure o o o o o Barriers Financial o o o Budget living Ownership – parents/loans Part-time job Religion Food/drink Language Social Hobbies/activities Continued engagement o o o One-off events Feedback/survey Contacts Tried and tested… 2008-09: Football festival 80+ entered Great awareness for University Sport – Pro vice Chancellor awarded medals Showcase – outdoor pitches during Intl Week Male orientated No measure of re-engagement 2009-10: Futsal festival 100+ entered Good links with Intl office Lead into Futsal Intra-mural league Male orientated Sport specific – culture specific? 2010-11: Mixed sports festival Better variety – female inclusion Bad communication between Intl office and Sport Only 10 people turned up Negative marketing? Pilot 2010 (summer programme) o o o o Linked with EISU (English for international students unit) Set up “multi sports afternoons” – table tennis, basketball, badminton Run by EISU volunteers Regular 40+ numbers per week for 10 weeks Good way of introducing new students to the facilities Utilising “quiet” time during summer vacation Tested popular sports Created a routine – weekly activity Strategy • Determine what/when/how events can be offered: • Sports events, taster sessions, cost, pre-term, vacation, family provision • Meet with an International Events Group: • Representatives from Guild, Accom, Colleges, EISU, Sport, Chaplaincy, ISAS • Create a marketing strategy which involves all related departments – limits bombardment and confusion… “one stop shop” • Update local media i.e. website/posters/social media • Recruit volunteers • Run the event and collect participant contact details for future engagement Key Partnerships International Office EISU (English for International Students Unit) Guild Office/VPS Guild Societies Marketing Suggested actions… • Train sports staff in cultural awareness and inter-cultural communication • Integrate planning & delivery with University Intl Office • Consider range of activities attractive to intl students (including clubs) • On-going provision through period of study • Offer combination of mixed and culturally-specific groups • Consider how to use sport to encourage intl student integration with the local community • Cost: be clear on costs prior to arrival &/or consider adding annual fee to intl tuition fee Suggested actions cont… • Consider design/content of web-site and use of peer-to-peer social media network around sport • Offer mix of formal and informal activities • Balance alcohol and non-alcohol events • Promote benefits of volunteering • Promotes integration with domestic students & local community • Enhance employability • Assists language, other skills and cultural awareness • Offer incentives for participation e.g. certificates, plus emphasise the value to CVs Questions? Catherine Adams Participation Development Manager [email protected] 0121 414 3781