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AIRC Annual Conference December 4 and 5, 2009 Miami, Florida Hotel on the Grove

Welcome Dear Colleagues: On behalf of the Board of AIRC, I want to welcome you to our first annual conference. Conceived as an idea only 18 months ago, AIRC has already grown into a well known entity in international student mobility. Our first meeting is a time to celebrate, acknowledge and learn from this early period of rapid growth and to strategically consider the steps we should take next. We have many people to thank for the early success of AIRC — including the founding and current members of the board, the sustaining members, committee members who shaped the standards and professional development tools, the early adopter institutional members, and the agencies who opened their doors to pilot certification. We will continue to need the contributions of all interested parties to help ensure AIRC’s continued growth and success. Thank you for joining us — and for your continued interest. Sincerely, John Deupree Executive Director

Conference Schedule Friday, December 4 TIME

SESSION (All sessions will be held in the Crystal Ballroom)

8:00 a.m.

Continental Breakfast and Registration

9:00-10:30 a.m.

AIRC Business Meeting & Progress Report

10:30-10:45 a.m.

Coffee Break

10:45 a.m.-12:00 p.m.

AIRC and US Higher Educational Policy: Challenges of Advocacy

12:15-1:45 p.m.

Opening Lunch Sponsored by CollegeBound Network

1:45-3:15 p.m.

Institutional Best Practices for Agency-based Recruitment: A Panel and Professional Development Roundtable

3:15-3:30 p.m.

Coffee Break

3:30-4:30 p.m.

Evolving Models in the Agency Universe

5:00-6:30 p.m.

Networking Reception/Cash Bar

Sapphire Ballroom A

7:30 p.m.

Dinner hosted by ICEF La Caretta

Buses depart hotel lobby at 7:30 p.m. and return at 11 p.m.


Mitch Leventhal; John Deupree

Norm Peterson

Sapphire Ballroom B and C Mitch Leventhal; Tony Pollock

David Shi

Saturday , December 5 TIME


8:00 a.m.

Continental Breakfast

9:00-9:45 a.m.

Promoting and Managing the AIRC Certified Agency Network

9:45-10:00 a.m.

Coffee Break

10:00 a.m.-12:00 p.m.

The AIRC Pilot Certification Review Process: Learning from Colleagues’ Experiences

12:15-1:15 p.m.

Lunch (provided)

1:30-2:15 p.m.

Professionalizing AIRC Training and Assessment

2:15-2:30 p.m.

Coffee Break

2:30-3:30 p.m.

The Future of AIRC: Next Steps


Chris Evason

Marjorie Peace Lenn Sapphire Ballroom B and C Markus Badde; John Deupree

Mitch Leventhal; John Deupree

Dinner on your own

Sunday, December 6 8:30 a.m. – 12:00 p.m.

External Reviewer Training

Marjorie Peace Lenn Board room

Session Descriptions AIRC and US Higher Educational Policy: Challenges of Advocacy

Promoting and Managing the AIRC Certified Agency Network

There is no doubt that the concept of agent recruitment is not only new to American recruitment practices, but it is controversial. In order to create an environment that is open and accepting of recruitment agents, we must advocate the positive aspects and benefits of agent recruitment. How can commission-based recruitment ethically respond to American institutions’ needs? How can AIRC and its members communicate who we are and what we do to important constituents such as IIE, EducationUSA and overseas educational advising centers in order for us to create momentum and a well coordinated national effort?

Those agencies that gain AIRC certification will form a worldwide network of offices recruiting for AIRC’s member institutions. The ability of institutions and agencies within the network to access prospective students will be enhanced by the use of Web technologies displaying geo-locations, providing search functions and other relevant information. The technology, to be provided by PIER, will facilitate the ongoing management of the network by AIRC and will integrate freely with the Web sites of all AIRC members thereby adding significant value to AIRC membership. This presentation will introduce this unique software and demonstrate its potential to position the AIRC network at the forefront of student recruitment worldwide.

Institutional Best Practices for Agency-based Recruitment: A Panel and Professional Development Roundtable It is essential that institutions and agents create symbiotic relationships that benefit the students. This roundtable will feature agents that will discuss what can be done inside institutions so that they can better manage their relationships and help maximize the effectiveness of agencies while reducing frustrations for all parties involved. Such healthy relationships can help yield results for students, agents and institutions alike. This discussion can also provide some important considerations for creating future professional trainings for AIRC members.

Evolving Models in the Agency Universe This session will explore the different forms of representational strategies around which agencies, institutions and students might form partnerships and discuss the evolution of recruitment agencies from individual providers to large-scale international education service providers.

The Review Process: Learning from Colleagues’ Experiences This fall several agents went through a rigorous evaluation process for AIRC certification. In this session, a panel of agents and evaluators will share their experiences of the review process and discuss what they learned from the process.

Professionalizing AIRC Training and Assessment Ongoing training of AIRC certified agencies, individual agents, institutional representatives and other professionals in the field is key to the long-term success of the certification process. The session will be an open discussion on strategies for training, target curriculum, such as the material in the AIRC Professional Development Manual, and proposed delivery methodologies such as online training, assessment and workshops.

The Future of AIRC: Next Steps This session is designed as an opportunity for all conference participants to ask questions about current activities and contribute ideas on next steps for AIRC.

Presenter Biographies Mitch Leventhal- State University of New York; Chair & President. AIRC

Since September 2009, Mitch Leventhal has served as vice chancellor for global affairs at the State University of New York (SUNY), the largest and most comprehensive system of higher education in the United States, with 64 campuses and more than 440,000 students. For four years prior to his appointment at SUNY, Leventhal was vice provost for international affairs at the University of Cincinnati. Under his stewardship, UC became the first major research university to openly embrace commissionbased recruiting methods. Prior to UC, Leventhal served as the president and director of the US/Canada subsidiary of IDP Education Australia Limited, a non-profit organization owned by the Australian universities. IDP is the world’s largest commissionbased recruitment agent. Before IDP, Leventhal was the founding CEO of Technology Exchange (TechEx), and is also the cofounder of Planet Payment, a multi-currency credit card payment solutions company, as well as Microstate Corporation, which developed Internet-based business solutions for financial services companies, including the Bermuda Stock Exchange and Lloyds of London. Leventhal has consulted extensively with domestic and foreign universities on matters ranging from quality assurance and capacity building to global marketing. In 2005, he partnered with the Center for Quality Assurance in International Education (CQAIE) to undertake a comprehensive survey of the international activities of US higher education accreditors on behalf of a consortium of Australian universities. Leventhal earned his doctorate from the University of Chicago, and his master’s and bachelor’s degrees from the University of Pennsylvania.

John Deupree - Executive Director, AIRC

John Deupree coordinates day-to-day operations of AIRC. Deupree’s previous leadership roles include senior adviser for international initiatives to President Evan Dobelle at Westfield State College, senior vice president of The Scholar Ship, senior education researcher in support of the creation of the American University of Afghanistan, and director of international education at the College Board. Deupree began his career teaching in Japan and in university positions in Washington, DC, working in admissions at The American University and in study abroad at Georgetown University. Deupree has worked extensively with the EducationUSA network in training and advocacy, and has a variety of non-profit leadership roles, publications and research on aspects of international student mobility to his credit. With Carl A. Herrin, he is co-owner and senior partner of Global Education Solutions LLC, which provides management services to AIRC.

Norm Peterson – Montana State University; AIRC Board

Norm Peterson is the vice provost for international education at Montana State University in Bozeman, Montana. Prior to assuming his position at Montana State, Peterson served as the founding executive director for the Alliance for International Educational and Cultural Exchange in Washington, DC, and directed its predecessor organization, the Liaison Group for International Educational Exchange. He has also held international education positions at Georgetown University, the University of Maryland and the University of Colorado. Peterson is actively involved in the international education community, currently serving on the Board of the Association of International Education Administrators, the College Consortium for International Studies, and the past chair of NAFSA’s International Education Leadership Knowledge Community.

Tony Pollock – IDP

IDP’s chief executive, Anthony Pollock, has over two decades’ experience in international education. During this period he has seen the Australian industry grow from small beginnings to today’s major services export, which earns revenue of more than A$11 billion annually. Pollock was appointed chief executive in May 2005. Previously, Pollock was vice president international of Monash University, and founded Monash International Pty Ltd.—the university’s international arm. From 1992, when he joined Monash, until his departure in 2005, he oversaw growth in annual international student tuition revenue from A$35 million to A$200 million. Pollock is a firm believer in the many positive benefits of international education, both on the personal level for students and for societies as a whole..

Presenter Biographies David Shi - EduGlobal

David Shi is a graduate of Peking University, where he has also served as an instructor. Shi has extensive professional experiences as a senior executive for both Chinese and multi-national companies, has worked as a research fellow for the State Council of China, and served as a senior adviser to the New South Wales Government of Australia. Shi began his career in international education in 1992 when he was contracted as the China representative and country director for IDP Education, where he worked for 14 years. Since 2006, Shi has been the CEO of EduGlobal, one of the largest recruitment organizations with more than 20 offices in China. Before entering international education, Shi worked as a U.S. correspondent for People’s Daily in Washington, DC, from 1981 to 1983. His academic background and professional government experience in China also focused on American studies and Sino/ U.S. relations.

Chris Evason, Professional International Education Resources (PIER).

Chris Evanson has worked in international education for the last 20 years in the UK, Spain and Australia. In 1997, Evanson founded International Education Services (IES), a not-for-profit educational organization, now one of Australia’s leading publicprivate partnership success stories with a commitment to high quality and innovation. In 2003, Evanson started a subsidiary of IES, Professional International Education Resources, providing online professional development courses for the international education industry, including the online training of education agent counselors. With over 11,000 subscribers worldwide, PIER now also provides a wealth of free, online educational resources for professionals working in at all levels of the industry, a daily news service and an international education community blog. PIER also develops cutting-edge, Web-based technologies to help professionalize education services management. PIER’s contribution has been recognized through a number of Australian awards.

Marjorie Peace Lenn - Center for Quality Assurance in International Education (CQAIE); Director of Certification, AIRC

Marjorie Lenn is the founding president of the Center for Quality Assurance in International Education. The center provides assistance in the development and improvement of national quality assurance (accreditation) systems throughout the globe; facilitates issues of trade and quality in the globalization of higher education and facilitates the globalization of the professions for purposes of mobility. Lenn has three decades of experience in domestic and international quality assurance, beginning with the New England Association of Schools and Colleges while a senior administrator at the University of Massachusetts at Amherst; vice president of the Council on Postsecondary Accreditation in Washington, DC, where she was responsible for the recognition process of “accrediting the accreditors,” and since 1991, the international dimensions of quality assurance as president of the center. She has served on multiple domestic and international boards including the International Network of Quality Assurance Agencies in Higher Education (INQAAHE), on which she served on its board of directors most of its existence. She is widely published and speaks extensively throughout the world.

Markus Badde – ICEF GmbH

Markus Badde is the CEO of ICEF GmbH, connecting international educators and student recruitment agents to key markets and networks worldwide, helping them to achieve the results and efficiencies they require in growing quality international student enrollments. Markus has a background in journalism and publishing, having studied at CELSA (Sorbonne University – Paris IV) and worked in the media and communications sector in France during the 1980’s before co-founding ICEF in 1991. After that, Markus held various senior marketing positions over eight years at Cisco Systems, the world leader in Internet networking. Before re-joining ICEF in 1994, Markus spent two years as business development director at ICWE GmbH, organizing events such as Expolingua Berlin and Prague, the EAIE Exhibition, as well as e-learning Africa and Online Educa Berlin, the largest international e-learning conference. He is a member of NAFSA, the EAIE and other international associations, and speaks regularly on topics related to international education. Markus speaks seven languages fluently and is at home nearly anywhere in the world.

Board of Directors Mitch Leventhal, Chair & President State University of New York (SUNY) Stephen Foster, Vice President Wright State University – Dayton, Ohio Joseph DeCrosta, Secretary Duquesne University – Pittsburgh, Pennsylvania George Burke, Treasurer Cleveland State University – Cleveland, Ohio David Anderson ELS Language Centers Norm Peterson Montana State University

Ex Officio Marjorie Peace Lenn, Center for Quality Assurance in International Education; Director of Certification, AIRC John Deupree – Executive Director, AIRC

Advisory Council Nancy L. Zimpher, Chancellor of SUNY Roberta Freedman, Clark Hill PLC Masaru Yamada, Japan Association of Overseas Study ( JAOS) Federation of Education and Language Consultant Associations (FELCA)

Pia Wood University of Tennessee – Knoxville

Vision Statement AIRC was conceived and created by accredited U.S. colleges and universities as a non-profit Standards Development Organization in order to address known deficiencies in the higher education marketplace through the adoption of ethical standards. Such standards are used successfully by a range of associations concerned with the intersection of business and professional practice. AIRC believes that international students considering a U.S. education make an investment not only in their future, but in the future of U.S interests when they return home, mature, and build new business and diplomatic partnerships. AIRC believes these students’ investment decisions should be made with the most in-depth knowledge available to ensure the investment is sound and objective. AIRC also believes that the internationalization of U.S. institutions of higher education is a vital step to their educational missions. This process is best served by attracting students from other countries who are well matched to the institution and whose expectations are met by transparent knowledge of the institution’s strengths and weaknesses. Few institutions have the staff or budget to adequately perform this role and therefore in-country agencies with recognized standards and practices are critical to realizing this mission. Agency compliance with AIRC standards makes it possible for institutions to choose agencies that have adopted these recognized standards, are well trained on all aspects of U.S. higher education, and who have consented to periodic external review as part of a comprehensive certification process. AIRC professional development processes ensure that both agents and institutions can collaborate in ways which enhance the interests of the students while meeting the goals of both institutions and agencies. Finally, AIRC believes that U.S. strategic and economic interests continue to be served by attracting the best and brightest students into our higher education system. Our colleagues and friends in Australia and the United Kingdom share this belief. They have demonstrated that the creation of recognized and ethical standards in the recruitment agent industry is a highly effective means of ensuring an enduring match between students and institutions and that students are treated honestly and with respect, thereby improving both student mobility and the productivity of the educational process.

Mission Statement AIRC is a non-profit organization controlled by accredited United States educational post-secondary institutions. The purposes of the organization are to: r Develop standards of ethical practice pertaining to recruitment of international students to American educational institutions, such standards to address two constituencies: educational institutions and student recruitment agents; r Develop best practices and training to assist overseas student recruitment agents and institutions themselves to better serve both students seeking admission to American educational institutions, and r Establish a framework through which participating agents can have their practices certified. In addition, the organization may undertake other activities as are necessary to accomplish its goals.

Conference Sponsors AIRC expresses its appreciation to its two conference sponsors, ICEF and College Bound Network, for their support of its first Annual Conference.

ICEF connects educators and student recruitment agents to key markets and networks worldwide, helping them achieve the results and efficiencies they require in growing international student enrolments. ICEF has built a reputation for quality through: r ICEF Workshops, the industry’s premier educator / agent networking events r ICEF Training, professional development for the international education sector r ICEF Higher Education, specialised events and international student recruitment solutions for universities and colleges r ICEF Online, the collaborative Internet platform linking educators and agents r ICEF Consulting, market entry and student recruitment consulting for international education providers and agents

Since 1987, The CollegeBound Network (CBN) has worked with America’s leading colleges, universities, and career schools in connecting learners with educational opportunities. CBN specializes in recruitment lead generation solutions for 900+ educational institutions and 3,500 campuses, using its content-rich portals, affiliated sites within its Education Online Network, Television/Radio, and over-the-phone Student Services. With the 2010 launch of our 13th education portal,, we are expanding our services internationally. We remain committed to scalable and flexible recruitment strategies, allowing our clients to choose the type of enrollment management that is best for them; qualified leads, applications, or face-to-face counseling with our overseas agencies or affiliates.

First Annual Conference  
First Annual Conference