The i-graduate ICEF Agent Barometer 2015 Ian Cann, Director USA, ICEF
tribalgroup.com i-graduate.org obhe.ac.uk 3
The i-graduate ICEF Agent Barometer Online survey developed in partnership by i-graduate & ICEF Established in 2007, the ICEF Agent Barometer has tracked the opinions of agents across the world for 9 years The 2015 study ran for 3 weeks during October Overall 1,671 agents responded from 110 countries 8
Survey front page 9
Today s focus Recruitment/ Management Destination attractiveness Agent Profile ICEF Agent Barometer Scope of Activity Placements Best Study Destination Marketing Student Concerns 5
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Summary of agent demographics 1,671 agents responded from 110 countries 10% India Nepal Brazil Russia 34% 9% Pakistan Turkey 6% Nigeria Spain Colombia Ukraine 6% UK Vietnam 2% 2% 2% 2% 2% 3% 3% 3% 3% 3% 3% 3% 4% Canada Australia Italy China Mexico Other In which country is your office located? 7
# Institutions represented 350 36% of agents represent between 2-20 institutions 300 288 286 18% of agents represent over 100 institutions 283 250 200 197 150 100 112 124 104 50 60 53 47 18 19 0 1 2-10 11-20 21-30 31-40 41-50 51-60 61-70 71-80 81-90 91-100 More than 100 Base No: 1,591 Approximately how many institutions does your company represent? 8
Total # students placed 25% 22% 20% 19% 15% 10% 5% 7% 7% 7% 6% 6% 9% 4% 3% 6% 3% 2% 0% Base No: 1,364 How many students have you sent in the last 12 months? 9
Contracts with institutions 2% 1% Yes, always 22% Yes, sometimes No 74% Don't know Base No: 1,064 Do you have contracts in place with the institutions you work with? 10
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Client marketing communication (online) 80% Facebook 70% 60% 50% 40% Linkedin/Xing/other professional networking sites YouTube 30% Twitter 20% 10% 0% Reach out to students Market a program Communicate with your educator partners Reach out to Parents Expect your partner educators to supply Application process for a program Do not use Other social media (e.g. Googleplus, Instagram, Pintrest, Tumblr) Base No: 1,044 What type of online marketing communication do you use to reach your clients? 12
Leads from online sources 15% 17% Base No: 1,133 14% 20% 15% 19% 0-10% 10-20% 20-30% 30-40% 40-60% 60%+ What percentage of your leads come from an online source (website, social media)? 13
Most important tool in managing business Salesforce (generic) 5% Other 8% Salesforce (customised) 11% Excel 24% Base No: 1,133 Paper 12% Google Docs/Dropbox 22% Custom in-house technology 18% Which tool is most important in managing your business? 14
Student services (Top 10) Program selection counselling Pre-departure briefing Program applications Promotional materials Visa processing 90% 90% 87% 85% 84% Interviews Airport pick-up 77% 79% Accommodation on-campus residence 74% Education exhibitions 70% Base No: 1,167 Health insurance 69% 50% 60% 70% 80% 90% 100% What services does your company provide to students as clients? 15
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Number of students placed in last 12 months English Language Programs University: Graduate/Postgraduate University: Undergraduate Work & Travel Programs Secondary and High School Diploma MBA Programs Vocational Diploma/Further Education University: Foundation Certificate/Foundation Work & Study Programs Pre-Masters/Postgraduate Qualifying Program (PQP) Internships University: Distance Education/Online Learning Other 40,386 32,692 20,217 16,202 12,540 11,678 9,546 8,811 8,286 7,761 7,108 4,744 1,505 5,274 148,690 0 50,000 100,000 150,000 200,000 How many students have you sent in the last 12 months? 17
Number of students placed in the last 12 months: 5 year trend data Number of placements 2015 2014 2013 2012 2011 2010 Total 297,488 360,065 328,877 237,734 210,615 239,915 Schools 16,202 39,419 26,523 12,500 11,056 17,554 Vocational Education 9,546 16,259 15,978 15,646 12,346 14,782 Foundation 8,811 16,080 11,189 12,489 7,084 8,627 Undergraduate 32,692 42,923 31,575 33,347 20,073 27,643 Graduate/Postgraduate 40,386 46,461 35,879 31,895 19,005 25,228 MBA Programmes 11,678 13,209 21,835 8,031 5,721 8,757 Work & Travel 20,217 21,861 1,006 19,296 24,354 25,688 Language Courses 148,690 145,115 161,402 104,530 No data No data Distance education/online learning 1,505 1,165 12,780 No data No data No data Work & Study Programmes 7,761 17,573 10,710 No data No data No data How many students have you sent in the last 12 months? 18
Online learning interest 8% 4% 3% 0%-5% 14% 5%-10% 10%-20% 20%-30% 70% >30% Base No: 1,234 How large is the share of clients in your agency interested in online learning? 19
Subject areas of interest for online learning Business-related studies 86% Computer Sciences 35% Hospitality/Tourism 33% Engineering 23% Social Sciences 22% Media-related studies 20% Medicine/Healthcare 14% Natural Sciences 8% Base No: 1,024 Other 6% 0% 20% 40% 60% 80% 100% Which subject areas are most interesting for online learning in your agency? 20
Degree levels of interest for online learning MBA's 48% Postgraduate taught degrees (MA, MSc.) 47% Undergraduate degrees (BA, BSc, etc.) 37% Foundation Degrees 27% Postgraduate research degrees (PhD, DPhil) 19% Base No: 991 0% 10% 20% 30% 40% 50% 60% Which degree levels are most interesting for online learning in your agency? 21
Programme levels English Language Programs University: Undergraduate University: Graduate/Postgraduate MBA Programs University: Foundation Diploma Pre-Masters/Postgraduate Qualifying Program (PQP) Certificate/Foundation Secondary and High School Vocational Diploma/Further Education Work & Study Programs Internships Work & Travel Programs University: Distance Education/Online Learning Other 9% 31% 30% 24% 20% 62% 62% 57% 55% 54% 54% 51% 77% 74% 80% Base No: 1,699 0% 20% 40% 60% 80% 100% For which programmes do you recruit students? 22
Types of language courses General language 82% Language for academic purposes 65% IELTS preparation 55% Business/Professional language 45% TOEFL preparation 29% Language plus another subject Group study tour Cambridge exams preparation Language for High School Language for teachers 21% 20% 18% 15% 14% TOIEC preparation 5% Base No: 991 Other 4% 0% 20% 40% 60% 80% 100% What types of language courses do you place students in? 23
How many students do agents expect to place in the next 12 months?
How many students expect to place in next 12 months All markets USA (1088) Canada (1034) New Zealand (636) Australia (955) Ireland (536) UK (1000) Germany (569) Malta (407) Spain (376) Other (151) Switzerland (336) Italy (369) France (489) Malaysia (301) Netherlands (263) Singapore (267) China (306) South Africa (266) Japan (224) South Korea (183) Russia (209) UAE (194) India (210) Philippines (152) Thailand (139) Hong Kong SAR (149) Indonesia (133) 14% 16% 16% 16% 16% 15% 20% 22% 23% 21% 26% 27% 29% 7% 5% 6% 7% 7% 12% 8% 6% 7% 10% 7% 9% 8% 9% 10% 6% 11% 10% 9% 10% 13% 13% 14% 31% 31% 35% 33% 35% 37% 40% 39% 40% 40% 47% 50% 52% 55% 80% 79% 78% 77% 76% 74% 72% 71% 70% 69% 15% 17% 19% 22% 67% 64% 63% 61% 60% 59% 55% 55% 54% 50% 48% 47% 46% 38% 33% 30% 23% 0% 20% 40% 60% 80% 100% The same Less than the last 12 months More than the last 12 months How many students have you sent in the last 12 months? 25
How many students expect to place in next 12 months by Programme University: Undergraduate (907) 13% 4% 83% University: Graduate/Postgraduate (860) 14% 3% 83% MBA Programs (714) 16% 4% 80% Work & Travel Programs (266) 18% 3% 79% Work & Study Programs (346) 18% 4% 78% Diploma (638) 19% 4% 77% University: Foundation (674) 21% 5% 74% Internships (319) 20% 8% 72% English Language Programs (1003) 20% 8% 72% University: Distance Education/Online Learning (200) 24% 4% 72% Vocational Diploma/Further Education (544) 21% 7% 72% Pre-Masters/Postgraduate Qualifying Program (PQP) (574) 23% 6% 71% Secondary and High School (618) 22% 8% 70% Certificate/Foundation (561) 25% 7% 68% Other (85) 15% 7% 78% 0% 20% 40% 60% 80% 100% The same Less More In the coming 12 months do you expect to send: 26
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Main concerns/questions/complaints - BEFORE departing 60% 50% 40% 55% 53% 41% 41% 30% 20% 10% 0% 24% 21% 11% 4% Base No: 1,117 What are the main concerns/questions/complaints students and parents have? 28
Main concerns/questions/complaints BEFORE AND AFTER departing 60% 55% 53% Before departing Once overseas 50% 40% 41% 41% 37% 41% 30% 20% 10% 0% 28% 19% 15% 24% 21% 25% 11% 21% 4% 2% Base No: 1,117 What are the main concerns/questions/complaints students and parents have? 29
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Marketing for institutions (top 10) Quick response times to enquiries and applications and regular communication updates (1030) 93% Agent manual with fees and information (1035) 91% Prompt payment of commissions (1029) Financial support schemes, including scholarship/bursary schemes (1023) Agent training workshops organised in the destination country (1030) Having guaranteed entry to specific education institution programs (1015) Regular visits by you and/or your staff to the education institution (1019) Participation in an Agent Incentive scheme (1002) 90% 90% 88% 88% 88% 88% Availability of an online application service (1026) 86% 24 hour turnaround on admissions documents (1009) 86% 80% 85% 90% 95% 100% Please tell us how important the following criteria are (or could be) in terms of marketing for institutions: 31
Marketing Promotional materials and campaigns Marketing and visits to local schools/colleges (1032) 6% 6% 38% 50% Participation in education exhibitions in your country (1031) 6% 6% 38% 50% Individual institution brochures in English and your own language (1050) 6% 10% 39% 45% School/College profiles in your own agency brochure or handbook (1021) 5% 10% 42% 43% Institution profiles on commercial websites/websites available in your native languages (1020) 6% 19% 40% 35% Regular e-newsletters or e-zines sent to students (1001) 5% 19% 47% 29% Editorial or Advertorial in local newspapers or magazines (993) 5% 22% 44% 29% Giveaways (e.g. pens, keyrings, mouse pads, etc.) (1008) 8% 26% 42% 25% 0% 20% 40% 60% 80% 100% Very unimportant Unimportant Important Very important Please tell us how important the following criteria are (or could be) in terms of marketing for institutions: 32
Marketing Packages and Offers Financial support schemes, including scholarship/bursary schemes (1047) 5% 5% 34% 55% Having guaranteed entry to specific education institution programs (1039) 7% 5% 33% 55% 24 hour turnaround on admissions documents (1046) 7% 7% 35% 51% Making packaged offers which include English language/elicos plus institution entry (1037) 6% 11% 41% 41% An online application form which guarantees me VIP service (provided all supporting documents have been received) (1040) 7% 13% 36% 45% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Very unimportant Unimportant Important Very important Please tell us how important the following criteria are (or could be) in terms of marketing for institutions: 33
Marketing People and Staff Student leads provided to you by institutions (1013) 5% 9% 41% 45% Regular visits to your office(s) by representatives (1044) 6% 15% 43% 35% A local representative office to provide support to your recruitment activities (1052) 7% 17% 30% 46% Marketing and Recruitment staff who speak the local language (1042) 8% 25% 34% 34% Authority from institution for you to sign letters of offer (1023) 8% 25% 37% 30% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Very unimportant Unimportant Important Very important Please tell us how important the following criteria are (or could be) in terms of marketing for institutions: 34
Marketing Services Quick response times to enquiries and applications and regular communication updates (1037) 6% 1% 19% 74% Agent manual with fees and information (1046) 6% 4% 26% 65% Prompt payment of commissions (1043) 6% 4% 27% 63% Agent training workshops organised in the destination country (1042) 6% 6% 32% 56% Regular visits by you and/or your staff to the education institution (1035) 6% 7% 41% 47% Participation in an Agent Incentive scheme (1032) 6% 6% 36% 52% Availability of an online application service (1034) 5% 9% 36% 50% Agent training courses via the internet (1042) 6% 9% 40% 45% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Very unimportant Unimportant Important Very important Please tell us how important the following criteria are (or could be) in terms of marketing for institutions: 35
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Best study destination for English language courses Language courses (974) Ireland 4% Other 6% Country Rank Rank Rank Rank Rank Rank 2015 2014 2013 2012 2011 2010 UK 1 1 1 1 1 1 Australia 2 2 2 2 2 3 Canada 3 3 3 3 4 4 USA 4 4 4 4 3 2 USA 14% UK 37% Canada 17% Australia 22% Which study destination is best for language courses? 37
Best study destination for Secondary and high schools Secondary and High School (799) Australia 13% Other 9% Canada 28% Country Rank Rank Rank Rank Rank Rank 2015 2014 2013 2012 2011 2010 Canada 1 3 3 3 3 3 UK 2 1 1 1 1 1 USA 3 2 2 2 2 2 Australia 4 4 4 4 4 4 New Zealand 5 5 5 5 5 5 USA 20% UK 24% Which study destination is best for Secondary and high schools? 38
Best study destination for Vocational Diploma/Further Education Vocational diploma / Further education (667) New Zealand 6% Other 9% Country Rank Rank Rank Rank Rank Rank 2015 2014 2013 2012 2011 2010 Australia 1 1 1 1 1 1 Canada 2 2 2 3 3 4 UK 3 4 3 2 2 2 USA 4 3 4 4 4 3 New Zealand 5 5 5 5 5 5 USA 11% Australia 36% UK 12% Canada 26% Which study destination is best for Vocational Diploma/Further Education? 39
Best study destination for Undergraduate Study (University) University: Undergraduate (842) Country Rank Rank Rank Rank Rank Rank 2015 2014 2013 2012 2011 2010 USA 1 1 1 1 1 1 Canada 2 3 4 3 4 3 Australia 3 4 3 4 3 4 UK 4 2 2 2 2 2 UK 17% Other 13% USA 34% Australia 18% Canada 18% Which study destination is best for Undergraduate Study (University)? 40
Best study destination for Graduate/Postgraduate Study (University) University: Graduate/ Postgraduate (807) Australia 17% Other 13% USA 34% Country Rank Rank Rank Rank Rank Rank 2015 2014 2013 2012 2011 2010 USA 1 1 1 1 1 1 Canada 2 4 4 3 3 4 UK 3 2 2 2 2 2 Australia 4 3 3 4 4 3 UK 18% Canada 18% Which study destination is best for Graduate/Postgraduate Study? 41
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Overall attractiveness of Study Destinations in 2015 Canada (1035) USA (1027) Australia (1005) UK (967) Germany (823) New Zealand (850) Ireland (798) France (769) Switzerland (715) Spain (693) Italy (700) Malta (672) Netherlands (613) Japan (599) Singapore (612) China (637) Malaysia (604) South Africa (590) UAE (530) Russia (562) South Korea (525) Hong Kong SAR (482) India (556) Thailand (491) Philippines (493) Indonesia (486) Other (106) 14% 33% 31% 30% 26% 49% 49% 47% 44% 42% Please give your opinion on the overall attractiveness of the following countries as a study destination for students from your country: Note: Excludes respondents that indicated they Do not know 62% 59% 57% 71% 71% 93% 93% 91% 90% 89% 85% 85% 83% 83% 78% 77% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 81% 43
Trends in overall attractiveness: traditional markets USA '15 USA '14 USA '13 USA '12 USA '11 USA '10 Australia '15 Australia '14 Australia '13 Australia '12 Australia '11 Australia '10 Canada '15 Canada '14 Canada '13 Canada '12 Canada '11 Canada '10 UK '15 UK '14 UK '13 UK '12 UK '11 UK '10 New Zealand '15 New Zealand '14 New Zealand '13 New Zealand '12 New Zealand '11 New Zealand '10 40% 47% 48%53%58% 45% 35% 33% 32% 33% 37% 60% 64% 66% 67% 52% 59%64% 63% 64% 63% 64% 63% 69% 73% 77% 77% 70% 72% 73% 46% 41%43% 41% 51% 54% 54% 52% 46% 20% 17% 16% 20% 23% 22% 37% 34% 31% 29% 27% 27% 37% 34%28% 27% 28% 29% 27% 29% 24% 10% 9%6% 3%3% 4% 3% 5% 3% 2% 10% 11% 13% 10% 10% 10% 1% 2% 1% 2% 1% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Very attractive Attractive Unattractive Very unattractive Please give your opinion on the overall attractiveness of the following countries as a study destination for students from your country: 5% 3% 4% 2% 3% 5% 4% 3% 5% 5% 5% 5% 6% 3% 5% 4% 5% 5% 4%3% 5% 4% 5%4% 6% 5% 5% 5% 4% 5% 4% 5% 4% 4% 3% 4% 5% 4% 44
Thank you for listening! These slides will be posted on the ICEF North America (Vancouver 2017) event page, under seminar programme in a few weeks time. Please feel free to contact me with any comments or questions icann@icef.com 45