The ICEF Latin America Workshop For international educators and student recruitment agents from all over Latin America Grand Hyatt São Paulo, São Paulo September 25 27, 2014 Connect. Recruit. Grow. The ICEF Latin America Workshop Seminar Programme Thursday September 25, 2014 Palm Ballroom I Palm Ballroom II 14:00 14:45 How to Maximise your ICEF Workshop Experience - for Agents Isabel Vogt, VP, Events & Logistics, ICEF, Germany 14:00 14:45 How to Maximise your ICEF Workshop Experience - for Providers Caroline Levesque, Business Development Manager, ICEF, Canada ICEF Agent Services: The ICEF Agent Training Course (IATC) and the ICEF Agency Recognition Programme Karin Florez, Account Manager Latin America, ICEF, Brazil Audience: All 14:45 15:30 Education in New Zealand Update Ana Azevedo, Education Manager Education New Zealand, Brazil 14:45 15:30 15:30 17:00 Study in Canada Information Session Jaqueline Aguilar, Regional International Education Officer for the Americas, Trade and Development Canada (DFATD), Canada 15:30 16:15 16:15 17:00 The ICEF Agent Barometer 2013 John Demer, Director ICEF Americas, ICEF, USA Study Abroad Trends from Argentina Gustavo Viale, CEO InterWay Educational Consultancy, Argentina 17:00 17:30 The Canada Course for Education Agents (CCEA) Markus Badde, CEO, ICEF, Germany 17:00 17:30 IALC Presents: Marketing Languages other than English Jan Capper, Executive Director, IALC - International Association of Language Centres, United Kingdom 17:30 18:15 Studying in the UK Amy Rogers, UK ELT Marketing Manager, British Council, United Kingdom 17:30 18:15 How to Best Work with Brazilian Agents Carlos Robles, Director, BELTA - Brazilian Educational & Language Travel Association, Brazil 18:15 19:00 The Benefits of a U.S. Education, and how the U.S. Government can Help International Education Agents Andrew Gately, Commercial Officer, U.S. Embassy Brazil, Brazil 18:15 19:00 Market Overview and Opportunities for Educational Institutions in Chile, Peru and Colombia Pablo Jorquera, Director, OK Educational Travel Group, Chile ICEF GmbH, Am Hofgarten 9, 53113 Bonn, Germany Tel + 49 228 201 19 0 Fax + 49 228 201 19 44 @icefmonitor ICEF GmbH ICEF ICEF GmbH contact@icef.com www.icef.com
14:00-14:45 How to Maximise your ICEF Workshop Experience - for Agents Isabel Vogt Seminar Room: Palm Ballroom I This session will provide you with a step by step guideline on how to make the most out of your participation in ICEF Workshops in general and the ICEF Latin America Workshop in particular. The session will cover the following topics: * Preparations prior to the workshop * Workshop parameters and how to maximise your time during the event * Post-workshop follow-up * How to maximise your working relationship with educators. Isabel Vogt, VP, Events & Logistics ICEF, Germany Isabel Vogt is Vice President of Events & Logistics at ICEF GmbH, offering a range of solutions designed to help educators, agents and service providers achieve real results in their marketing and student recruitment initiatives. Isabel holds a Master's degree in Communications and Political Science from the Freie Universitaet Berlin, Germany. She has been involved in the implementation and organisation of events for the international education industry since 1996. During her time at ICEF she has organised agent workshops, student fairs and conferences in over 30 countries around the world. Page 2 of 15
14:00-14:45 How to Maximise your ICEF Workshop Experience - for Providers Caroline Levesque Seminar Room: Palm Ballroom II Audience: Educators and Service Providers This session will provide you with a step by step guideline on how to make the most out of your participation in ICEF Workshops in general and the ICEF Latin America Workshop in particular. The session will cover the following topics: * Preparations prior to the workshop * Workshop parameters and how to maximise your time during the event * Post-workshop follow-up * How to maximise your working relationship with agents. Caroline Levesque Business Development Manager, ICEF, Canada Caroline joined ICEF in August 2011 as a Business Development Manager. She works with educators, associations and service providers in Eastern Canada and helps institutions to increase their international student enrollments. Previously, Caroline worked in marketing and student recruitment at the Institut Franc ais University of Regina. She holds a Bachelor in Communication Sciences from the Universite de Montre al and completed her last year of undergraduate studies as an exchange student in Mexico. Caroline also achieved a Master s degree in Human Resource Management from the University of Regina and speaks French, English and Spanish. Page 3 of 15
14:45-15:30 Education in New Zealand Update Ana Azevedo Seminar Room: Palm Ballroom I We've created a whole new package for the promotion of New Zealand! All agents are welcome to attend this seminar and learn about our brand new e-learning programme, new marketing tools, new student campaign and scholarships programmes. Ana Azevedo, Education Manager, Education New Zealand, Brazil Ana Azevedo is the Education Manager for Education New Zealand in Latin America. Based in Sao Paulo, Ana is responsible for the promotion of New Zealand Education in Latin America, assistance to New Zealand education institutions and education agents in the region, as well as market intelligence and publications. Page 4 of 15
14:45-15:30 ICEF Agent Services: The ICEF Agent Training Course (IATC) and the ICEF Agency Recognition Programme Karin Florez Seminar Room: Palm Ballroom II Audience: All The IATC (ICEF Agent Training Course) is a practical, professional training course developed by ICEF for education agency-based student counsellors which was launched in May 2010. The course is available online and free of charge to agency student counsellors in a self-paced modular format. After taking the training course, agents have the possibility to sit an official assessment at selected ICEF Workshops or online. Participants who complete the IATC assessment successfully will be issued a certificate, certifying them as ICEF Trained Agent Counsellors (ITAC). Agencies with at least one ITAC on their staff will be featured in an agency locator on ICEF s website. This session will give you an introduction about the IATC, its content and how to take the training course. The IAS (ICEF Agent Status) is recognised as an indicator of agent quality, showing that an agent has been successfully vetted for, and participated in, ICEF Workshops. The IAS is renewed through ongoing quality assurance screening and reference checks. Educators and service providers are welcome to join the session. Karin Florez, Account Manager Latin America, ICEF, Brazil Karin Florez is ICEF's Latin America Account Manager. Her job is to help organise a successful ICEF Latin America Workshop, help recruiting the top Brazilian and Latin American agents to our events around the world and also to recruit Latin American and especially Brazilian educators to our future events as the Brazil inbound market grows. She holds a Marketing Degree from ESPM (Escola Sup. de Prop. e Marketing) as well as a Post Graduate Degree in "Planning and Marketing in Tourism/Events" from SENAC. She did various jobs in a number of industries (Chemical, Architecture, US Chamber of Commerce Visa Department, Consulting, Real Estate, Software, Licensing) before joining the New Zealand General Consulate in São Paulo where she worked for 8 years as a Visa/Consular officer and as a Business Development Associate in charge of promoting New Zealand education within Brazil. As such she has a first hand knowledge of our industry and specifically event organisation, not only from the Brazilian agent side but also from a foreign education provider perspective. Page 5 of 15
15:30-16:15 The ICEF Agent Barometer 2013 John Demer Seminar Room: Palm Ballroom II The ICEF Agent Barometer is an annual survey of over 700 ICEF-screened agents from 100 countries. This seminar will present the latest results from the 2013 Barometer, including a year-on-year comparison of the attractiveness of international study destinations per education sector, as perceived by agents recruiting for a range of study programs. We will also share: * Where agents planned to send students in 2014 * What agents concerns are for the year ahead * What agents see as the most effective marketing strategies for educators * What institutions need to provide in terms of support for the agents they work with The results provided will help educators to build their reputation and relationships with agents, and assist in developing strategies to market themselves and their destinations more effectively to agents worldwide. John Demer, Director Americas, ICEF, USA John joined ICEF as a Business Development Manager in 2006, and is now Director of the Americas - ICEF s fastest-growing regional market. John attends most ICEF Workshops, as well as other international education industry events around the World. John specialises in: - assisting and advising North American institutions new to working with education agents, and/or new to ICEF Workshops. - helping current clients to select the most appropriate ICEF supported activities to increase their international student intake considering their recruitment needs and budget. Prior to joining ICEF, John was the Marketing Manager of a leading language college in Sydney, helping to double student numbers and diversify the student nationality mix within a two-year period. Following this, John then went on to spend five years as the Executive Director of FPP Media, organisers of Latin America s largest student recruitment fairs, attended by over 200 institutions annually. John holds a Bachelor s Degree in Sports Management from the University of Canberra, and a postgraduate law degree from the University of New England. He has lived in Australia, France, Japan, the Netherlands, Germany and now makes his home in London, UK. Page 6 of 15
15:30-17:00 Study in Canada Information Session Jaqueline Aguilar Seminar Room: Palm Ballroom I Come and get the latest information on Canada as a top study destination from the Government of Canada. The information presented will be of interest to agents in international education who seek facts, resources and other information to promote Canada to students and parents. The session will cover several key topics such as characteristics for each level of study; average costs for international students; student visas, and a better idea of what it s like to study, live and work as a student in Canada. s Jaqueline Aguilar, Regional International Education Officer for the Americas, Consulate General of Canada, Brazil Jaqueline Aguilar is the Regional International Education Officer for the Americas at the International Education and Youth Division at DFATD. She is responsible to provide support to the Canadian Embassies and Consulates in the region and offer strategic advice and guidance in the areas of academic relations, scholarships and education promotion. Jaqueline Aguilar has a wealth of experience in education promotion having worked in the field over the past 12 years at the Canadian Consulate Office in Sao Paulo and with the Canadian Education Centre network. Page 7 of 15
16:15-17:00 Study Abroad Trends from Argentina Gustavo Viale Seminar Room: Palm Ballroom II The session will provide an overview of current study abroad trends in Argentina describing its educational system and cultural Argentine background impact. Students preferences and expectations when studying overseas giving a clear perspective for your successful recruitment considering the current facts in the region. Gustavo Viale, CEO, InterWay Educational Consultancy, Argentina Gustavo Viale is CEO of InterWay Eucational Consultancy in Buenos Aires, Argentina. Interway works mostly with executives who wish to improve their language and communication skills for business purposes and study abroad. He is also director at English Way School of English, which is in the west of the Greater Buenos Aires region, and has been delivering English courses for 24 years. Page 8 of 15
17:00-17:30 The Canada Course for Education Agents (CCEA) Markus Badde Seminar Room: Palm Ballroom I Learn about the Canada Course for Education Agents, an online course designed for education agents advising families about study opportunities in Canada. The Canada Course, produced by Foreign Affairs, Trade and Development Canada in cooperation with ICEF and the Canadian Consortium for International Education and Marketing (CCIEM), provides high quality, current, and comprehensive information about Canada as a study destination. It enables agents to study via self-paced modules on topics such as the overall study environment in Canada; the different regions of Canada; Canadian education options and levels of study, including language study and the differences and synergies between colleges and universities; the type of credentials that can be achieved; resources for students wanting to know about visas and immigration rules in Canada; as well as how to prepare students coming to Canada. Participants will be able to take the Canada Course Examination upon completing the course and receive a designation as a Canada Course Graduate (CCG) upon successful completion of the exam. Markus Badde, CEO, ICEF, Germany 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 enrolments. He 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 2004, Markus spent two years as Business Development Director at ICWE GmbH, organizer of events such as StudyWorld, Expolingua Berlin, the EAIE Exhibition, and Online Educa Berlin, the largest international e-learning conference. He is a member of NAFSA, the EAIE and other international associations, and presents regularly on topics related to international education. Markus speaks seven languages fluently and is at home nearly anywhere in the world. Page 9 of 15
17:00-17:30 IALC Presents: Marketing Languages other than English Jan Capper Seminar Room: Palm Ballroom II While English is the number one language for international communication, it is far from the only foreign language learned and needed in the global marketplace. We look at the similarities between marketing English and languages such as Spanish, Russian and Japanese etc, as well as the differences and challenges. We also discuss the advantages for Brazillian students in learning other languages abroad. This seminar is designed for agents who want to enhance their student offer with languages other than English. It includes a step-by-step guide to getting started as well as case studies from the different languages represented in IALC in particular Russian and Japanese. Jan Capper, Executive Director, IALC - International Association of Language Centres, United Kingdom Jan Capper is Executive Director of the International Association of Language Centres (IALC), a global network of leading independent language centres that teach the language of their country. A graduate of German and French, she began her career in the travel industry before becoming marketing director for the Pitman School of English in London. In 1994 she moved to Berlin to work in a similar role for GLS Sprachenzentrum. She has since worked as a translator, copywriter, journalist and marketing consultant, and holds the Chartered Institute of Marketing Diploma. She has managed the IALC Secretariat since 1996 and is currently Co-convenor of the Global Alliance of Education and Language Associations (GAELA). Page 10 of 15
17:30-18:15 Studying in the UK Amy Rogers Seminar Room: Palm Ballroom I The UK is the home of the English language and each year, over 600,000 students learn English in the UK. The British Council s quality assurance scheme has been running since 1982 and students can choose from over 550 quality English language centres. This session will give education agents vital information about studying English in the UK. We will explore the options available to students and discuss the benefits of studying at a British Council accredited centre. We will also inform agents about the services available to them to help them work with UK English language centres. This includes our agent training programme which aims to provide support to continually develop the quality and effectiveness of agents representing UK education. Amy Rogers UK ELT Marketing Manager, British Council, United Kingdom Amy Rogers is the British Council s UK ELT Marketing Manager. She joined the British Council in 2006 and has worked on governance projects in Northern Ireland and the British Council s quality assurance scheme for language institutions, Accreditation UK. Amy graduated with a degree in Business Management from University of Newcastle-upon-Tyne, she gained the CELTA qualification in 2009, and the Chartered Institute of Marketing Certificate in 2011. She started her career in ELT as a teacher for Cultura Inglesa, Sao Paulo before moving back to the UK to join the British Council. As UK ELT Marketing Manager, Amy engages with UK institutions and education agents at overseas workshops and exhibitions, and manages relationships with UK ELT stakeholders. Page 11 of 15
17:30-18:15 How to Best Work with Brazilian Agents Carlos Robles Seminar Room: Palm Ballroom II Partnering with agents leads to better enrollment results. An overview of a cultural aspect behind this statement will help the educators to understand better the Brazilian market. Data from the Marketing Research of the Brazilian Market will also be discussed. Educators will learn why partnering with quality Brazilian agents is an effective way to increasing the quantity and quality of their international enrollments. Carlos Robles, Director, BELTA - Brazilian Educational & Language Travel Association, Brazil Carlos Robles was born in Brazil. He has an MA in Applied Linguistics from the Federal University of Minas Gerais, Brazil as well as a BA in English and French and a BA in Fine Arts. Carlos is the President of Belta, Brazil in addition to being a New Zealand Specialist Agent and Member of Tesol International. He is also Past Chair of Tesol Awards Committee and a Braz-Tesol former director and teacher trainer. Carlos was also a Scholar in-residence at Daytona State College on a Fulbright fellowship. Carlos is presently director and founder of IEP Brazil Agency for Intercultural Education in Latin America, based in Belo Horizonte, Brazil and is pursuing a PhD in International Education with the University of Auckland, New Zealand. Page 12 of 15
18:15-19:00 The Benefits of a U.S. Education, and how the U.S. Government can Help International Education Agents Andrew Gately Seminar Room: Palm Ballroom I Come learn about the United States as a study destination, and the benefits of U.S. study for students and education agents. Find out how the U.S. Government helps to connect U.S. schools with international education agents! The Commercial Service is the only section of the U.S. government authorized to act as a liaison introducing U.S. schools to study agents worldwide. Our 107 offices throughout the United States maintain relationships with universities, colleges, prep schools, language schools and other educational institutions. While our U.S. embassy-based offices in 71 countries maintain relationships with study agents and study fair organizers. s Andrew Gately, Commercial Officer, U.S. Embassy Brazil, Brazil Andrew Gately is a Commercial Officer at the US Embassy in Brasilía. He has been working to support U.S. education since 2009. Prior to arriving in Brazil, Mr. Gately worked in Miami from 2011 to 2013, he represented the Department of Commerce at the ICEF Miami conference in each of those years. Also, while in Miami, Mr. Gately helped to found StudyFlorida, the state s official international education consortium. Mr. Gately also previously served at the US Consulate in Guangzhou, China. Page 13 of 15
18:15-19:00 Market Overview and Opportunities for Educational Institutions in Chile, Peru and Colombia Pablo Jorquera Seminar Room: Palm Ballroom II This session will provide information of opportunities for international education institutions in the Chilean and Peruvian growing markets, as well as an overview about Colombia. In recent years, many multinational companies have chosen Santiago as the place for their headquarters in the region, and many Chilean companies have established international operations demanding high level professionals. The Chilean Government has been promoting study abroad programs through the largest study abroad scholarship program in Latin America, focused on high school and higher education. GDP in Chile - per capita PPP - is USD 18,700 (the largest in the region). At the same time Peru is an emerging and market oriented economy characterized by a high level of foreign trade. Its economy is diversified and the USA has become Peru s largest trading partner following a free trade agreement with the United States signed in 2006. No other Latin American or Caribbean economy grew more than Peru during the last 10 years. The Peruvian Government has been promoting study abroad programs through a scholarship program focused on higher education and promoting special credit lines with preferential conditions. GDP in Peru - per capita PPP - is USD 10,900 (the same as in Colombia). Pablo Jorquera, Director, OK Educational Travel Group, Chile Pablo Martín Jorquera Beiza is the Chairman of the Board of OK Educational Travel Group. OK Educational Travel Group with sales operations in Chile, Perú, Argentina, and Colombia, is one of the main international Education Agencies representing educational institutions from Australia, Canada, USA, England, Ireland, and New Zealand. The company has more than 25 years of international experience focused on ESL, high school, and students travel service. Pablo holds a Master in Business Administration, a Diploma in Economy, Culture and Businesses in China, a Diploma in Integrated Communication Marketing and a DPA from the University Adolfo Ibañez in Chile. He was also the former President of the Association of International Education Agents Chile. Page 14 of 15