HOW TO MAXIMISE YOUR ICEF WORKSHOP EXPERIENCE FOR EDUCATORS AND SERVICE PROVIDERS

Transcription

1 The ICEF Higher Education Workshop HOW TO MAXIMISE YOUR ICEF WORKSHOP EXPERIENCE FOR EDUCATORS AND SERVICE PROVIDERS Harald Kreiner Director, Business Development ICEF GmbH September 12 14, 2015 Glasgow

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 2

3 ICEF Workshops Premier networking forums with quality pre-screened agents 2 days of one-to-one business meetings with relevant and quality agents Meetings 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 3

4 ICEF Workshops cover the world Occur annually in sixteen locations around the world 2 global workshops, 4 regional workshops, 3 destination focused workshops 3 agent roadshows and 1 agent focus Each event focuses on a different market and attracts participants from various parts of the world Choose the event that best suits your international student enrolment goals 4

5 Other ICEF Services The ICEF Agency Recognition Programme (IAS): Recognising ICEF-screened and vetted recruitment agencies, providing quality assurance for educators ICEF Agent Training: Practical, professional training courses 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 support for selected causes, giving young people around the world access to education CourseFinders for Languages: Website enabling educators to promote their institutions to international student visitors 5

6 Pre-Workshop: Choosing Agents Represent you on a year round basis Marcom Provide eschedule you with reliable PRO: local market information - Update your own eschedule PRO profile to ensure correct company Distribute information yourcan promotional be viewed material by agents regularly - Filter agents by country, programme and date of inclusion Advertise in targeted local media - Review agents profiles on eschedule PRO to ensure compatibility Represent - Request you appointments at local fairs and and revisit college site days 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 and upload documents to your eschedule PRO profile If possible, provide information in local language 6

7 Pre-Workshop: Preparation Represent you on a year round basis Provide you with reliable local market information Familiarise yourself with information applicable to agent country: visa requirements, Distribute your education promotional system, material admissions regularly requirements, credit transfers Design your own agent questionnaire Advertise in targeted local media Print out a Meeting Report version of your eschedule PRO schedule shortly prior to the event - agent profile, place for notes Represent you at local fairs and college days 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 7

8 During the Workshop: Parameters Represent you on a year round basis Provide you with reliable local market information Distribute your promotional material regularly Badges & neck cords (educators blue / agents red) Advertise in targeted local media Workshop catalogues, section index 30 Represent minutes business you at local meetings fairs and college days 26 meetings available Meeting hall layout No show policy / Agent no selling rule Agent message boxes / Messaging function on Marcom Onsite 8

9 During the Workshop: Maximising your Time Represent you on a year round basis Provide you with reliable local market information Use Distribute workshop your catalogue promotional as resource material regularly throughout and after the event Schedule additional appointments with your mobile devices using Marcom Onsite Advertise (opt-in targeted required) local media Marcom Onsite also allows you to search for participants, message others, Represent you at local fairs and college days take meeting notes, report no-shows and access general event information Introducing Marcom Onsite: 9

10 During the Workshop: Maximising your Time Represent you on a year round basis Provide you with reliable local market information Any Distribute additional your meetings promotional booked material on-site regularly will automatically appear in your Marcom eschedule PRO account If you Advertise do not inwish targeted to use local Marcom media Onsite, make sure you are available at your table early in the morning between 8:30 9:00 on both workshop days Represent you at local fairs and college 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

11 During the Workshop: Cultural Awareness Represent you on a year round basis Provide you with reliable local market information Be Distribute aware of your regional promotional ways of behaviour material regularly Start & finish your meetings on time - some agents out of consideration may Advertise in targeted local media not interrupt your appointment to let you know they are waiting Book Represent additional you appointments at local fairs if and you college need extra days time or utilize refreshment breaks, lunches, evening functions Look out for agents interested in having a meeting with you - some agents might not approach you in a direct manner 11

12 Meeting with Agents: Key Data 12

13 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

14 Meeting with Agents: Key Questions How do you promote your agency (website, brochure, education events, advertising )? What marketing services* do you provide for your partners (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

15 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 life and cultural background ) 15

16 Post-Workshop Workshop: Follow-up Represent you on a year round basis Provide you with reliable local market information Establish Distribute contact your promotional with agents asap material after regularly the workshop remember you are competing with other educators for the agents time and attention Advertise in targeted local media Keep in touch regularly with updates on your institution and always respond promptly to agent enquiries and questions Represent you at local fairs and college days Invite agents to see your institution Conduct agent training (briefings, video, webinars) Create a special agent log-in area on your website 16

17 Post-Workshop Workshop: Agreement Represent you on a year round basis Ensure Provide you you have witha reliable written local agreement, market information outlining: Respective Distributeroles your& promotional responsibilities material regularly Targets in terms of student numbers and quality Compensation Advertise in model, targeted payment local media terms Cost recovery of marketing and other expenses Represent you at local fairs and college days Cancellation Policy / Deposits Exclusivity if and when Dispute resolution guidelines, legal jurisdiction, limitation of liability Duration of contract including termination clauses 17

18 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

19 How to Maximise your Working Relationship Produce an agents handbook including: 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 regular updates on school activities Provide agents with financial and non-financial incentives (i.e. free courses for agent staff, scholarships, organise competitions) Ask for and pass on student feedback Review your requirements and contracts periodically 19

20 Use our official hashtag #ICEF15 to share your event experiences, pictures or videos on Twitter 20

21 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: We wish you a successful ICEF Higher Education Workshop 2015! 21