ACTION PLAN PLAN D ACTION

Transcription

1 ACTION PLAN PLAN D ACTION

2 THE CONSORTIUM Group of national education associations with a strong involvement and track record in international education marketing. Members are/will be eligible to use the Imagine Canada national education brand. Goal : Support a more strategic, coordinated approach to the existing international marketing efforts of Canadian institutions and key stakeholders. Objective : Increase the share of students coming to Canada and position Canadian education providers in the international competitive market.

3 THE CONSORTIUM We believe : We can contribute to the national objective of bringing more international students to Canada. The full engagement of members, individual institutions and the organizations that represent them is key to achieving sustainable results in education marketing. We can help contribute to more coordinated national action through structured collaboration among our associations. We can help highlight the pathways between the various parts of the Canadian education system to overseas students and parents.

4 THE CONSORTIUM We recognize: Collective action is required to improve Canadian education institutions' competitiveness in the global education market. Competitive advantages that can be achieved through cross-sectoral cooperation. We wish to: Leverage the significant resources and expertise of the five national associations which represent the vast majority of educational institutions in Canada. Work in partnership with the federal government and provincial/territorial governments, associations and agencies.

5 ACTION PLAN

6 BUILDING EFFECTIVE RELATIONSHIPS In recognition of the role and expertise of Consortium member institutions we will establish a structured approach for their input. We will work in close partnership with provincial, territorial and federal governments whose role and expertise is critical to the success of our collective work. Similarly, we will establish a structured approach for the input of non-governmental institutions at the national and provincial levels in recognition of their role and expertise. We will explore opportunities to engage and establish partnership arrangements on specific activities that will achieve greater results through cooperation.

7 OVERVIEW The pages that follow represent an initial action plan that reflects the following characteristics: The seven components of the action plan are areas where we believe CCIEM can add value. Resources will be dedicated to pilot initiatives at the onset; however, these are scalable in the medium and long term based on success and lessons learned: moving from project to program. This is an initial rolling plan that is designed through collaboration with key stakeholders and leverages our collective strength.

8 COMPONENT 1 Enhance visibility through targeted promotion Enhanced visibility will be implemented incrementally starting with a pilot in up to three countries reflecting the following markets: established, emerging, exploratory. Delivery will be through direct contact and through use of social media and web based outreach. Actions Engage with key partner organisations (eventually engage incountry representatives ) Outreach to potential students, guidance counsellors and others in target countries Organise unified participation in education fairs, conferences and missions Pilot Initiative 2010 ICEF Berlin Presence Oct 31 to Nov 2. This event attracts agents from around the globe in 2009, 860 agents from 92 countries attended.

9 COMPONENT 2 Enhance marketing capacity for key actors This component will create a comprehensive and modular body of knowledge and quick reference guide on best practices, policies, procedures and facts on studying and living in Canada. This body of knowledge will be used in direct contact and webinars. Actions Workshop for government officials (including missions and relevant officials) Workshop for recruitment agents Pilot Initiative 2010 ICEF Berlin Workshop on Canadian education for agents Webinar with Canadian mission officials on topics relating to studying in Canada

10 COMPONENT 3 Enhance knowledge for effective marketing This component aims at enhancing the capacity of Canadian educational institutions to better market to foreign students through the delivery of training on best practices and research on trends in the market and through the effective training of new professionals working in this field. Actions Provide capacity development to working professionals Provide skills acquisition for new professionals Undertake market research and publications Pilot Initiative 2010 CCIEM workshop for member institutions on Pathways on October 20, 2010

11 COMPONENT 4 Improve communications Communication with members and key stakeholders in a coherent manner on events mapping, opportunities and trends. This will leverage our collective communication channels. Actions Use social media to disseminate information Active use of Internet Distribute hard copy material (if appropriate) Pilot Initiative 2010 Collaborate with CMEC and DFAIT on Imagine Bulletin Imagine

12 COMPONENT 5 Improve virtual presence E-visibility activities will be implemented incrementally starting with a pilot in up to three countries and increasing the number every year. It is clear that we need to enhance and unify our virtual presence, it must be modern, attractive and it must be targeted to the specific audience. Actions Strategic use of social media Create multi-lingual web resources Create multi-lingual electronic tools such as short videos Pilot initiative for 2010 is under consideration

13 COMPONENT 6 Facilitate visas Working with CIC is an important component of the CCIEM action plan. The close interaction with CIC will contribute to a better understanding of key issues and support policy development with member institutions to improve approval rates. Actions Organise an annual CIC round table during one or more of the CCIEM members national conferences Offer to deliver pre-deployment orientation to CIC officials Ongoing dialogue with CIC

14 COMPONENT 7 Enhance the brand The Canadian brand may be enhanced by charting pathways for international students to show the student and the parents the whole trajectory and eventual goals of the experience of studying in Canada. In addition, CCIEM intends to identify best ethical practices in student recruitment and examine the feasibility of a national sector wide code of ethics. Actions Articulate the various pathways available to students Analyse existing codes of ethics and best practices Pilot Initiative 2010 Pathways document is being researched