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Viewing cable 09JAKARTA519, EDUCATION #4 - FOLLOW-UP TO THE SECRETARY'S INDONESIA
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Reference ID | Created | Released | Classification | Origin |
---|---|---|---|---|
09JAKARTA519 | 2009-03-23 06:34 | 2011-08-24 01:00 | UNCLASSIFIED | Embassy Jakarta |
R 230634Z MAR 09
FM AMEMBASSY JAKARTA
TO SECSTATE WASHDC 1923
UNCLAS JAKARTA 000519
STATE FOR S/P, EAP/PD - RFERGUSON-AUGUSTUS, EAP/MTS, ECA/A/S/A -
DMORA
E.O. 12958: N/A
TAGS: KPAO OEXC SCUL ID
SUBJECT: EDUCATION #4 - FOLLOW-UP TO THE SECRETARY'S INDONESIA
VISIT: MISSION INDONESIA'S HIGHER EDUCATION STRATEGY
Ref.: A) Jakarta 373 B) Jakarta 379 C) Jakarta 460
¶1. Over the last decade, Australia, China, Singapore, Malaysia,
Great Britain, and other countries expanded and modernized their
student recruiting systems in Indonesia. The United States did not
with unfortunate and predictable results: the U.S. is no longer the
top destination for Indonesian students and there are just half as
many Indonesian students in the United States now as there were a
decade ago - despite record numbers of Indonesians studying abroad.
The mission is developing ideas to implement the Secretary's vision
of doubling the number of Indonesian students in the U.S. to make up
for this lost decade.
¶2. International data indicate that Indonesia may be a symptom of a
broader trend: declining American competitiveness in the world
higher education market. According to statistics compiled by the
American International Recruitment Council, the total number of
international students in the United States stagnated over the last
decade, despite massive increases in the number of foreigners
studying abroad. In other words, while in absolute numbers it
appears that we are treading water, the reality is our market share
has sunk dramatically.
¶3. In recent weeks, the Mission has been working with EAP to develop
approximately $30 million in possible programs to support the
Secretary's goals. These programs are essential in moving forward on
the education agenda. Unless coupled with a targeted mission
strategy, however, these programs on their own will not be
sufficient to double the number of Indonesian students in the United
States within five years. To accomplish that goal, the Mission has
had some suggestions for an education promotion strategy and action
plan.
¶4. One of the first steps in the plan will be to identify and engage
other stakeholders with an interest in promoting U.S. higher
education. Obvious stakeholders include American universities,
Indonesian alumni of U.S. schools, private recruiters, and local
education institutions. In Indonesia, the Mission is probably the
only entity capable of focusing the efforts of this diverse group.
¶5. Another important step will be emulating the methods of our most
dynamic competitors. This includes improving our student advising
system, establishing a nationwide alumni alliance; advertising on
line and in the mass media; creating and distributing promotional
materials; and utilizing the full public affairs tool set, including
exchanges, English teaching, DVCs, media placements, the Mission
Outreach Program, etc., for maximum effect.
¶6. Finally, the mission will identify key schools and other
institutions which produce the largest number of students with the
educational and financial background needed to study overseas and
target them for outreach programs. Because these schools also train
a disproportionate number of the country's future economic and
political leaders, targeting them will support our broader public
affairs goals as well.
¶7. Much of this strategy is uncharted territory for U.S. Missions
abroad. As this plan unfolds, the Mission will develop methods which
can be used in other countries. Indonesia will be a proving ground
for strategies that can be rolled out in other parts of the world.
¶8. Because of college application timelines, we expect that this
year's efforts will not have a significant impact on this year's
student numbers but will instead form the basis of future growth.
¶9. Not all elements of the following action plan can be undertaken
with existing resources. Some critical aspects of the plan require
funding and support from Washington. This is no small effort; the
strategy will require substantial and sustained effort and a major
realignment of Mission priorities.
¶10. Finally, there is one issue that is out of the Mission's control
but which affects our ability to recruit students as well as how we
are perceived: the SAO process. Incidents in which students have
missed entire semesters or been forced to switch programs because
their visas could not be released have put a chill in many potential
students, particularly those with Muslim-sounding names. We hope
that Washington can look at how to ease the burden of the SAO
process on student visa applicants by either fine tuning the
criteria or devoting more interagency resources for faster
resolution.
The Plan in Detail
------------------
¶11. In discussions with alumni and educators, we have identified
several general steps which must be taken to maximize the number of
Indonesian students choosing to study in the U.S. Working alone and
with other stakeholders, the Mission will undertake activities to:
- significantly increase contact potential students have with
Americans and Indonesian alumni;
- develop and distribute effective and informative promotional
materials;
- make it easier for potential students to research and apply to
American schools;
- debunk misperceptions about the visa process and America's
openness to foreigners;
- highlight the value and augment the prestige of an American
education; and
- identify and engage key institutions and organizations which can
support our efforts.
Key Plan Components
-------------------
¶12. The Mission will undertake specific activities to accomplish the
above goals including:
- Identify critical source institutions: A small fraction of
Indonesia's high schools train a majority of the students who will
eventually study abroad. The Mission will identify these
institutions and prioritize them in recruiting and other outreach
efforts.
- Seek out and emulate best practices: We will also review
EducationUSA's activities from top to bottom to identify strengths
and weaknesses. EducationUSA will also seek out best practices from
our competitors and sister organizations around the world.
- Engage U.S. partners: Effective recruiting requires close
collaboration with U.S. institutions of higher education. Ambassador
Hume has already written the top twenty schools receiving Indonesian
students in 2008, as well as 70 schools which have demonstrated
interest in Indonesia. AMINEF/EducationUSA followed-up those letters
with an offer of assistance for recruitment. We will further follow
up by requesting promotional materials, alumni lists, and key
contacts - including email and Facebook/Friendster addresses of
Indonesian student "Ambassadors" who can correspond with potential
students. We will assist them in holding information and outreach
sessions by DVC and other means.
- Build relations with private student advisors: numerous private
advisors provide fee-for-service assistance to students wishing to
study abroad. We will identify reputable advisors, provide
information to them, and encourage them to promote American schools.
- Enlist alumni and other allies: Indonesian alumni and Indonesian
students in the U.S. are powerful recruiting tools. These groups
tend to be enthusiastic, motivated and eager to support our programs
if given space to do so. The Mission is identifying individual
alumni and alumni groups in order to form a nationwide American
alumni alliance. The Mission is now recruiting a full-time LES
alumni coordinator, who will greatly enhance our efforts in this
area.
- Honor our Alumni: The Mission will host a mega-event which honors
and highlights the contributions of notable alumni. - Establish an
eminent persons group: The Ambassador will form an
advisory committee of prominent alumni which will prepare
recommendations for promoting American higher education and help
engage local media.
- Improve access to testing facilities: At present, students living
outside of Jakarta must travel great distances in order to take
standardized tests, a burden students heading to competitor
countries do not bear. The Mission will work with Educational
Testing Service (ETS) to find ways to expand the number of
standardized testing sites around the country, and possibly
reverting to the use of the paper-based TOEFL.
- Monitor emerging trends: The Indonesian student market is
evolving. Two segments that are growing rapidly are post graduate
and community college programs. To ensure that Mission efforts
remain up to date, the consular section will monitor these trends
and the education working group will ensure we can take advantage of
them.
- Engage in strategic outreach: The Mission will send information
packets to key high schools and other institutions. The Mission
will also target these schools for outreach by EducationUSA, Mission
personnel and Alumni.
- Augment participation in recruiting fairs: numerous organizations
regularly organize recruiting fairs in major cities around the
country. The U.S. only occasionally participates. We will carefully
investigate the pros and cons of participating in additional fairs
(cost vs. benefits) and increase participation in those fairs proven
to attract large numbers of students who are serious about study
abroad.
- Refute inaccurate visa myths: the Consular section will organize
an active outreach program to counter myths about the student visa
process. Outreach will include information sessions as well as
sessions for the media.
- Mobilize the public diplomacy toolset: The public affairs section
will strategically employ tools such as outreach to old and new
media, speaker programs, American Corners, etc. to support the goal.
- Develop and exploit online resources and tools: A bilingual
website will be developed and promoted to assist potential students
(and their parents) around the country. We will also organize
counseling and question and answer sessions, perhaps via blogging or
podcasts or DVC. We will also utilize social networks to promote
American higher education.
- Prepare promotional materials: We will collect and prepare
promotional materials, including video, posters, handouts,
brochures, etc. (Note: ECA recently funded a single country outreach
coordinator for Indonesia. The position reports to IIE through its
Indonesia partner, IIEF, and is based at EducationUSA in AMINEF
office in Jakarta.)
- Public Relations and Advertising: Competitor countries advertise
regularly in national and specialized media such as in-flight
magazines. They also have sophisticated branding and promotional
strategies. We will identify media partners and firms which can
assist in developing and executing a public relations strategy,
including designing and placing advertisements, producing locally
appropriate marketing videos, and in building an on-line presence.
New resources will be needed to finance this effort.
How Washington Can Help
-----------------------
¶13. There are additional ways that Washington Agencies can assist in
these efforts:
-- Support requests for specific funding: A comprehensive
outreach/marketing strategy is currently being prepared, which will
include new resource recommendations to achieve our goals, including
possibly upgrading and expanding advising centers in Indonesia.
Before May 1, Mission will review the report, set priorities, and
request additional FY 2009 funds.
- Create a senior private sector advisory committee in the United
States comprised of public and private institutions of higher
education to explore ways they can work together and with the
Department to promote American higher education abroad.
- Review the SAO process to fine tune the criteria or devote more
interagency resources to eliminate the SAO backlog.
HUME