The ICEF North America Workshop Vancouver 2014
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1 The ICEF North America Workshop Vancouver 2014 How to Maximise your ICEF Workshop Experience - for Educators and Service Providers Caroline Levesque/Sarah Mines Vancouver, May 12 14, 2014
2 Agenda ICEF Workshops Pre-Workshop: Choosing Agents Pre-Workshop: Preparation During the Workshop: Parameters During the Workshop: Maximising your Time During the Workshop: Cultural Awareness Meeting with Agents: Key Data Meeting with Agents: Key Questions Selling your Institution Post-Workshop: Follow-Up Post-Workshop: Agreement How to Maximise your Working Relationship
3 ICEF Workshops Premier networking forums with quality pre-screened agents 2 days of one-to-one business appointments with relevant and quality agents Appointments serve dual objectives of meeting with new contacts or maintaining existing relationships Workshop meals, refreshment breaks and evening functions offer further valuable networking opportunities ½ day of seminars providing latest updates on industry trends
4 ICEF Workshops cover the world Occur annually in fourteen locations around the world 2 global workshops, 5 regional workshops, 3 destination focused workshops and 2 agent roadshows Each event focuses on a different market and attracts participants from various parts of the world Choose the workshop that best suits your international student enrolment goals
5 Other ICEF Services The ICEF Agency Recognition Programme (IAS): Recognising ICEF-screened and vette recruitment agencies, providing quality assurance for educators The ICEF Agent Training Course (IATC): A practical, professional training course for agency-based international student recruitment counsellors ICEF Monitor ( A business development and market intelligence resource delivering news, research and commentary for international student recruitment The ICEF Education Fund: Providing suppor for selected causes, giving young people around the world access to education Internet Course Finders: Websites enabling educators to promote their institutions to international student visitors
6 Pre-Workshop: Choosing Agents Marcom eschedule PRO: - Update your own eschedule PRO profile to ensure correct company information can be viewed by agents - Filter agents by country, programme and date of inclusion - Review agents profiles on eschedule PRO to ensure compatibility - Request appointments and revisit site regularly to secure your meeting slots - Request more appointments than possible as agents might decline some meeting requests Make promotional material available in advance to confirmed agents If possible, provide information in local language
7 Pre-Workshop: Preparation Familiarise yourself with information applicable to agent country: visa requirements, education system, admissions requirements, credit transfers Design your own agent questionnaire Print out a Meeting Report version of your eschedule PRO schedule shortly prior to the event - agent profile, place for notes Bring some sort of filing system Bring stapler to fasten business cards to agency description Take photos of agents you meet photos are also in the catalogue, in Marcom eschedule Pro and on Marcom Onsite
8 During the Workshop: Parameters Badges & neck cords (educators blue / agents red) Workshop catalogues, section index 25 minutes business meetings, 5 minutes transfer time 30 appointments available Meeting hall layout Agent message boxes / Marcom Onsite No show policy / Agent no selling rule
9 During the Workshop: Maximising your Time Use workshop catalogue as resource throughout and after the event New in 2014: Schedule additional appointments with your mobile devices using Marcom Onsite (opt-in required) Marcom Onsite also allows you to search for participants, message others, take meeting notes, report no-shows and access general event information Any additional meetings booked on-site will automatically appear in your Marcom eschedule PRO account If you do not wish to use Marcom Onsite, make sure you are available at your table early in the morning between 8:30 9:00 on both workshop days in case agents wish to schedule further appointments in person Notify ICEF staff when a participant does not show for appointment ICEF No-Show policy If required, schedule meetings during meals, refreshment breaks, receptions (eschedule PRO/Marcom Onsite allows you to unblock these timeslots) Invite agents to join you for lunch
10 During the Workshop: Cultural Awareness Be aware of regional ways of behaviour Start & finish your meetings on time - some agents out of consideration may not interrupt your appointment to let you know they are waiting Book additional appointments if you need extra time or utilize refreshment breaks, lunch, evening functions Look out for agents interested in having a meeting with you - some agents might not approach you in a direct manner
11 Meeting with Agents: Key Data
12 Meeting with Agents: Key Questions What is your core business/clientele? What geographical area do you cover? Do you have offices in one location or in several cities / different regions? Company structure: How many student counselling staff do you employ and what are their qualifications? Is your agency already sending students to my country / type of programme and if yes, how many in the last 12 months? What other institutions / programmes in my country do you already represent (#, type, location)? How familiar are you with the education system in my country? What other services do you currently provide for students (travel, language training & testing, immigration services )?
13 Meeting with Agents: Key Questions How do you promote your agency (website, brochure, education events, advertising )? What marketing services* do you provide (arrange advertising, coordinate visits, participate in recruitment fairs)? Other than student recruitment, what business activities does your organisation engage in? * services might be at additional costs
14 Selling your institution Unique selling points (USP) Range of programmes including strengths Teaching standards (teacher qualifications, student / teacher ratio, max. class size, student mix) Curricular and extra curricular activities Student care & welfare (health, security, special needs) Accommodation options Location features (climate, travel & recreational options, social and cultural life )
15 Post-Workshop: Follow-Up Establish contact with agents asap after the workshop remember you are competing with other educators for the agents time and attention Keep in touch regularly with updates on your institution and always respond promptly to agent enquiries and questions Invite agents to see your institution Conduct agent training (briefings, video, webinars) Create a special agent log-in area on your website
16 Post-Workshop: Agreement Ensure you have a written agreement, outlining: Respective roles & responsibilities Targets in terms of student numbers and quality Compensation model, payment terms Cost recovery of marketing and other expenses Cancellation Policy / Deposits Exclusivity if and when Dispute resolution guidelines, legal jurisdiction, limitation of liability Duration of contract including termination clauses
17 How to Maximise your Working Relationship Provide continuous training and constant communication in order for the agent to accurately represent your institution Ensure your agents are part of an integrated marketing plan and leverage them in your other marketing activities (internet, exhibitions, advertising) Encourage agents to visit your school / campus as they will find it much easier to market an institution they have seen for themselves Ensure that the agent s promotional materials are regularly updated and, if possible, produced in the representative s language
18 How to Maximise your Working Relationship Produce an agents manual containing: relevant contact information, programme descriptions, accommodation options, details of student services, visa requirements, financial aspects (fees, payment, cancellation procedures) Keep your institution s profile a priority in the agent s mind by sending newsletters, regular updates on school activities or through social media Provide agents with financial and non-financial incentives (i.e. free courses for agent staff, scholarships, organise competitions) Ask for student feedback Review your requirements and contracts periodically
19 icial hashtag #ICEF14 to share your event experiences, pictures or videos on Twitter
20 Thank You! Please visit the ICEF registration and information desk in the foyer at any time throughout the event. For further information please see our video tutorial: /workshops/how-to-maximise-your-workshop-experience We wish you a successful ICEF North America Workshop - Vancouver!
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