PRÉSENTATION Francophone Markets: How to promote your institution and increase the number of foreign students interested in studying at your organization
Monèle Schrot Director, French Programming, Canada mschrot@icef.com Fluent in four languages, Monèle Schrot has gained extensive experience of all aspects of education through her career as a Teacher, School Principal and Director of International Education Program. Ms. Schrot holds a BA, B.Ed., and a master s degree in School Administration from the University of Manitoba. Before joining ICEF, Ms. Schrot was Director of the International Education Department for ten years at the Louis Riel School Division in Winnipeg, Manitoba, she was responsible for the strategy and management of the International Education Program from kindergarten to grade 12 and the Higher Institute of Vocational Education. 2
Sarah Mines Director, Canada smines@icef.com Lead Canadian Specialist: Sarah Mines has over 12 years of experience in international education leadership, specializing in developing and maintaining international partnerships for Canadian institutions. With an extensive background in all aspects of internationalization, Sarah has in-depth knowledge of global education trends for the language, K-12 and post-secondary sectors. Sarah has a keen understanding of international student recruitment and retention and has presented at over 30 different conferences on topics ranging from marketing to millennials to global student mobility projections. She is known as a natural communicator and connector and currently sits on the Board of Directors for Vancouver Mount Pleasant Riding Association, and is a founding member of GLOW Ed, Canada s first leadership organization for Global Women in Education. 3
Students' perspective on learning abroad Where should I study? In which city, in which country? What should I study? What are the challenges I'm going to face? There are so many schools, which one should I choose? Can I apply for a scholarship? I don't know a foreign language. Can this be a problem? Who can help me explain all this to my parents? 4
Increase Student Interest 80% 70% 68% 60% 50% 40% 30% 20% 10% 51% 47% 45% 44% 43% 42% 41% 38% 36% 34% 32% 32% 31% 30% 30% 29% 29% 28% 23% 22% 21% 16% 12% 7% 0% Increase of student interest to this market 5
Main concerns/questions/complaints: BEFORE departing 60% 50% 40% 30% 52% 51% 48% 20% 38% 10% 21% 23% 0% Difficulty with language Financial difficulties Difficulty with accommodation Personal safety Difficulty with the programme Cultural difficulties 13% Difficulty with teaching staff 7% Other 6
Main concerns/questions/complaints: BEFORE AND AFTER departing 70% 60% 50% 52% 51% 48% 40% 38% 30% 59% 20% 35% 33% 50% 21% 40% 23% 13% 31% 10% 18% 0% Difficulty with language Financial difficulties Difficulty with accommodation Personal safety Difficulty with the programme Cultural difficulties Difficulty with teaching staff 7
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Where to find French speaking students? Algeria Republic of the Congo Ivory Coast Reunion Belgium Benin Burkina Faso Burundi Cameroon Canada Central African Republic Chad Comoros Democratic Republic of the Congo Djibouti Dominica Equatorial Guinea France French Guiana French Polynesia French Southern Territories Gabon Guadeloupe, F.W.I. Guinea Haiti Lebanon Luxembourg Madagascar Mali Martinique Mauritania Mauritius Mayotte Monaco Morocco New Caledonia Niger Rwanda Saint Martin Saint Pierre and Miquelon Senegal Seychelles St. Lucia Togo Tunisia Vanuatu Wallis and Futuna Western Sahara
Top Countries for French language programmes France 81% 22% 13% Canada 17% 55% 14% Switzerland 2% 12% 44% Belgium 6% 13% Other 3% 14% Luxembourg 1% 3% 0% 20% 40% 60% 80% 100% 120% 140% Top Country Second Country Third Country What are your top three countries to place students for the following language programmes? icef.com 10
icef.com 111 1 French is one of the most common languages in the world One of the most common and fastest growing languages Official language in 29 country, second only to English Spoken by around 270 million people France, Canada and other French countries offer many options that blend language learning with tourism
icef.com 121 2 France, the main destination to study French French remains one of the world s most important languages France is a primary destination for international students looking to learn French. Canada is not too far behind and is becoming a new destination for French language education. Surveyed students cited the quality of training, the culture, the ability to improve their French language skills, and the value of the qualifications they can receive as major reasons they find France so compelling.
icef.com 131 3 France, the main destination to study French France is among the top 10 destinations for international students, with 325,000 enrolled as of 2016 92% of international students recommended France as a study destination More than 9 in 10 were satisfied Over half were very satisfied A recent Campus France survey found that international students are more interested in studying in France and Canada than the US, the UK, and Germany
icef.com 141 4 Language and culture The French education system is among the best in the world. France currently spends more on education than any other portfolio in its annual budget. International students will find excellent opportunities to study: excellent and affordable public schools and universities funded by the national government, as well as private schools and higher education institutions. There are many schools devoted to helping international students learn French. The quality FLE certification is a guarantee of quality linguistic training.
icef.com 151 5 Language and culture The most enjoyable experiences of learning another language involve some immersion in a new country s culture France has one of the most famous cultures French language schools reflect this value like offering visits to France's most beautiful tourist attractions. Total French Immersion is the key to learn the language and culture of the country..
French-Speaking Respondents by Region of Origin This French-speaking student sample was fairly diverse in region of origin, with 68% from Western Europe, 14% from Sub- Saharan Africa, 9% from the Middle-East and Northern Africa, 6% from the Americas and 3% from other regions. Source:
New Emerging Francophone Markets Vietnam Brazil Turkey Mexico Colombia icef.com 17 1
A trustworthy agent increases the capacity of the International Office of your institution 18
Agent use is widespread and on the rise 19
Agent use is widespread and on the rise We recognise that parents would prefer somebody local to go to to ask follow-up questions and to go to if there s some kind of issue that arises. [We know they re] trusted partners that are going to help solve any issues that arise. That is the very best situation for us. They really do become true partners. Almost all survey respondents (96%) reported using agents based both in Canada and abroad. Among respondents in the education sector, four in ten said their institution has increased their use of agents in the last five years, and another four in ten said it has remained the same. The top countries agents are helping Canadian education institutions to recruit students from are (in descending order): China; South Korea; Japan; Mexico; Saudi Arabia; Hong Kong; India; France; Brazil; Pakistan; Nigeria; UK; and Russia. 20
Agent use is widespread and on the rise Agent use by institution type. Source: CMEC 21
Confidence in Agents Source : CMEC 22
As for why institutions use agents, the study found these to be the top three reasons: Efficient, cost-effective way for institutions to recruit in circumstances where and when they lack the time, resources, or acumen to do it themselves. Not using agents would put them at a significant competitive disadvantage compared to other markets and institutions. Student preference. One respondent said, There s a comfort level in working with somebody who is local, has good knowledge, and can guide you through the process in your own language in ways that are culturally appropriate, and another said, Students prefer to put their trust in someone who speaks their own language and understands them and their needs. 23
Why do institutions work with education agents? An agent is an accountable local person Students and parents can contact easily in their own country and language Agents give valuable counselling and suggest best institution/student match Agents offer useful value-added services and can provide support to students once they are overseas Many markets are heavily driven by agent referrals (60%-80%) 24
Considerations when working in specific French programs Contact with family In mother tongue Minors: additional concerns Cultural considerations including gender and religion Mix of academics, culture and fun Registration process 25
What is a recruiting agent? Theoretical Point of view Individual or company that helps students choose an institution and study program and guides them through the registration process Person or organization that represents or promotes your institution abroad in order to send you students Practical Point of view Have ' offices ' all over the world Receive students who would not have found us otherwise Use their expertise to apply for a study permit Establish a presence in a region 26
Why are agents important? Recruit international students at an advantageous cost and with little risk They offer you quick and direct access to specific markets In some countries, 60 to 80% of international students use an agent Quantity and quality of students They save time for your admission service 27
What can agents do for you? Provide logistical assistance during your travels sometimes very necessary depending on the country (linguistic, cultural and security level) Plan meetings with students and organize presentations in local schools during your visit Represent you throughout the academic year Distribute your promotional material on an ongoing basis Translating advertising campaigns in local media Represent you at local events and fairs Process international student applications from their country Give you access to an office in their country when you visit the region Collect positive or negative feedback from students when they return 28
What can agents do for students? Trustworthy local Contact Advising students... and their parents! Communicating with them in their mother tongue Suggest to students the institution best suited to their needs Provide valuable advice on visas, transportation and insurance Arrange a pre-departure orientation if necessary Provide follow-up during studies in Canada A link between parents and your school Facilitates the payment of tuition fees, foster families, etc. 29
What should they not do... Decide on the acceptance or refusal of an application for admission (unless otherwise authorized) False representation of the institution in general, but also on the real costs of life and studies in your university Promise the possibility of immigrating at the end of the studies Challenge your admissions criteria or pressure to change them Question your commission rates even before you have established a relationship of trust represent you or use your logo or material without your permission 30
How to choose an agent? Depending on your institution: size, location, specialization, reputation How to: Establish a strategy (ICEF, visits, communication strategy) Which region of the world do they cover? Company history-how long have they been working in the field? How many employees do they have and what does the structure of their organization look like? Can they provide you with references? Are they members of an association? Do they follow professional standards? What is their marketing and promotion strategy? 31
Create a contract Define the roles and responsibilities of the parties involved Business Plan (marketing, budget) Clear performance objectives (quantity and quality) Compensation model Exclusive? Process to be followed in case of litigation Duration of the contract 32
How to support your agents? And Key elements in your partnerships Guarantee a short response time: confidence and competitiveness Support their initiatives: seminars, education fairs, advertisements online or in their magazines, contests and other promotional prizes Agent's Manual Marketing Support - leaflets, videos, website Offer training and regularly send updates Stay in touch by phone, email, newsletters Monitor their progress and evaluate their work Organize familiarization visits to your campus-they will learn to know you better and you will develop a good relationship Treat your partners as members of your team Make sure your processes are simple Maintain easy access to information Produce and revise a promotional material kit 33
A few words about compensation Monetary Fixed or variable Commissions Bonuses according to the number of students and the quality Make sure you receive the payment before the student arrives Or Not Familiarization visit, Scholarships Contests (Useful gifts) * * *The best solution is a combination of the two-base compensation on agent performance * * * 34
In conclusion International recruitment is becoming increasingly competitive and working with recruitment agents is now an integral part of international strategies Select agents and make sure they are qualified Choosing the right ones for your institution Make sure they are an integral part of your marketing strategy Integrate them into other initiatives (fairs, Internet, advertisements, followup with alumni) Invest the time and resources needed Communicate regularly with them and support them as best as possible Revise your expectations and contracts on a regular basis 35
Sarah Mines Monèle Schrot Team Canada Robin Garcha 36
CONTACT Thank you! Monèle Schrot, ICEF Director of French Programs ICEF, GmbH mschrot@icef.com icef.com Sarah Mines, ICEF Director, Canada ICEF, GmbH smines@icef.com icef.com 37