BEST MARKETS FOR 2016: HIGHER EDUCATION RECRUITMENT AND TECHNIQUES TO BE USED THERE SAMUEL VETRAK STUDENTMARKETING, CEO ICEF HIGHER EDUCATION WORKSHOP SEPTEMBER 12, 2015
INTRODUCTION GLOBAL APPROACH 2 HQ VIENNA STUDENTMARKETING IS A UNITED NATIONS WORLD TOURISM ORGANIZATION AFFILIATE MEMBER. AS AN ESOMAR MEMBER, I COMPLY WITH THE ICC/ESOMAR CODE AND ESOMAR WORLD RESEARCH GUIDELINES. SAMUEL VETRAK, CEO, STUDENTMARKETING
ABOUT US OUR CLIENTS 3 DESTINATIONS ASSOCIATIONS PROVIDERS
GLOBAL LANDSCAPE NUMBER OF INTERNATIONAL TERTIARY STUDENTS 4 7,000,000 6,000,000 5,000,000 4,000,000 3,000,000 2,000,000 1,000,000 0 Source: UNESCO Institute for Statistics, 2015; StudentMarketing, 2015
GLOBAL LANDSCAPE MARKET DEVELOPMENTS 5 GROWING INTERNATIONALISATION OF THE SECTOR GROWTH OF STUDENTS SLOWING DOWN IMPACT OF EXISTING SCHOLARSHIPS IMPACT OF EXCHANGE RATES STRATEGY BUILDING USAGE OF AGENTS
HIGHER EDUCATION TOP DESTINATIONS OF POST-SECONDARY STUDENTS 6 1,000,000 900,000 800,000 700,000 600,000 500,000 400,000 300,000 200,000 100,000 0 USA UK CHINA FRANCE GERMANY AUSTRALIA CANADA JAPAN Source: Project Atlas, 2015
GLOBAL LANDSCAPE CHANGING LANDSCAPE OF SOURCE MARKET 7 NEWCOMERS TO THE TOP 15: Saudi Arabia, Nigeria, Iran, Vietnam TOP 15 LIST LEAVERS : Japan, Turkey, Greece, Indonesia STRIVERS : Russia, Brazil Source: UNESCO Institute for Statistics, 2015; StudentMarketing, 2015
SOURCE MARKETS TOP SOURCE MARKETS (STUDENT NUMBERS) 8 800,000 2012 2013 700,000 600,000 500,000 400,000 300,000 200,000 100,000 0 CHINA INDIA GERMANY SOUTH KOREA FRANCE SAUDI ARABIA USA MALAYSIA VIETNAM NIGERIA Source: UNESCO Institute for Statistics, 2015
SOURCE MARKETS FASTEST GROWING SOURCE MARKETS (STUDENT NUMBERS) 9 800,000 2010-2013 INCREASE 2010 700,000 600,000 500,000 400,000 300,000 200,000 100,000 0 Source: UNESCO Institute for Statistics, 2015
SOURCE MARKETS BEST MARKETS FOR 2016 10 CHINA SAUDI ARABIA INDIA NIGERIA VIETNAM IRAN FRANCE Source: StudentMarketing, 2015
BEST MARKETS 2016 CHINA COUNTRY PROFILE 11 712,157 TERTIARY STUDENTS ABROAD (1 ST WORLDWIDE) 3,000 EDUCATION AGENTS 1 AGENT ASSOCIATION (BOSSA) USA 225,474 TOP DESTINATIONS JAPAN AUSTRALIA UK SOUTH KOREA 96,592 87,980 81,776 43,698 Source: UNESCO Institute for Statistics, 2015; StudentMarketing, 2015
BEST MARKETS 2016 CHINA MARKET SPECIFICS 12 Foreign universities are opening the door for the Chinese high school exam (Gaokao) - don't miss this opportunity to become China-friendly 60% of clients use study abroad consultancies High level of competition top agents have 200-300 university partners Emphasize your institutional ranking, achievements, merits Offer on-campus pathway or language courses Parents require programmes with clear career path/progression and ROI Relationships or "guanxi" are highly relevant Source: StudentMarketing, 2015
BEST MARKETS 2016 SAUDI ARABIA COUNTRY PROFILE 13 73,548 TERTIARY STUDENTS ABROAD (6 TH WORLDWIDE) 90+ EDUCATION AGENTS 0 AGENT ASSOCIATIONS USA 42,651 TOP DESTINATIONS UK AUSTRALIA CANADA JORDAN 9,344 4,946 4,587 3,295 Source: UNESCO Institute for Statistics, 2015; StudentMarketing, 2015
BEST MARKETS 2016 SAUDI ARABIA MARKET SPECIFICS 14 Growing population of young people Massive government investment in KASP 11% of students are self-sponsored Very low English language proficiency ESL support to KASP students in the US to be limited to 6 months Importance of rankings Agent market mushrooming, the market is unregulated Quality is of concern Source: StudentMarketing, 2015, Scientific Research Publishing, 2014
BEST MARKETS 2016 VIETNAM COUNTRY PROFILE 15 53,546 TERTIARY STUDENTS ABROAD (9 TH WORLDWIDE) 240 EDUCATION AGENTS 1 AGENT ASSOCIATION (VIECA) TOP DESTINATIONS USA AUSTRALIA FRANCE UK JAPAN 5,362 4,048 4,047 12,383 15,406 Source: UNESCO Institute for Statistics, 2015; StudentMarketing, 2015
BEST MARKETS 2016 VIETNAM MARKET SPECIFICS 16 Vietnamese names start with the last name, then middle and then first name Hanoi-based agents are mostly focusing on the UK and AUS, HCMC and Da Nang-based agents are focusing on CAN and the US Sales trips are necessary - build relationships in person and arrange in-country agent training Mostly email communication due to poor phone connection Be mindful of the lunch break when scheduling meetings in Vietnam, offices are usually closed between 12:00pm noon 2:00pm Business card exchange - hold the card in both hands when handing over to a business partner Source: StudentMarketing, 2015
BEST MARKETS 2016 IRAN COUNTRY PROFILE 17 50,053 TERTIARY STUDENTS ABROAD (12 TH WORLDWIDE) 80 EDUCATION AGENTS 0 AGENT ASSOCIATIONS TOP DESTINATIONS USA MALAYSIA CANADA UAE GERMANY 3,537 3,167 3,135 8,368 8,170 Source: UNESCO Institute for Statistics, 2015; StudentMarketing, 2015
BEST MARKETS 2016 IRAN MARKET SPECIFICS 18 Academic climate is getting more progressive and international A lack of capacity at domestic universities A competitive university entrance examination: the Konkur / Concours Importance of accreditation by Iranian MSRT Importance of working with authorised agents Disadvantage destination or region bound government-authorised agencies Provision of seminars, Farsi mini sites, brochures Source: StudentMarketing, 2015
BEST MARKETS 2016 INDIA COUNTRY PROFILE 19 181,872 TERTIARY STUDENTS ABROAD (2 ND WORLDWIDE) 500+ EDUCATION AGENTS 2 AGENT ASSOCIATIONS USA 92,597 TOP DESTINATIONS UK AUSTRALIA CANADA UAE 22,155 16,150 9,582 8,247 Source: UNESCO Institute for Statistics, 2015; StudentMarketing, 2015
BEST MARKETS 2016 INDIA MARKET SPECIFICS 20 Rebound in study abroad Largest tertiary-age population in the world by 2020 Unmet demand for higher education low rate of enrolment in higher education (18%) Due to a stronger rupee, Australia and Canada have become attractive destinations Emphasis quality when promoting your institution 1 in 2 international students goes through an education agent Source: StudentMarketing, 2015; British Council, 2015
AGENT MARKET DISTRIBUTION OF EDUCATION AGENTS 21 0-50 51-100 101-200 201-300 301-500 501-800 800+ Source: StudentMarketing, 2014
AGENT MARKET MARKET OVERVIEW 22 16,000 AGENTS WORLDWIDE Most agent-dependant markets: China Vietnam South Korea Thailand India Turkey Account for 30% of all education agents Source: StudentMarketing, 2015
AGENT MARKETING TIPS & TRICKS 23 Choose the right working model per each priority market: A) mature markets handful of big agents complemented with some medium-sized agents B) fragmented markets be prepared to work with a wide range of agents Always formulate USP for agents differentiate yourself from others, thus giving agents tools for easier promotion of your institution Allow agents to be part of the decision-making process Implement a rewarding partner structure Also utilise agents as your local insight partners
OTHER CHANNELS ALTERNATIVES TO RECRUITMENT TROUGHT AGENTS 24 DIRECT RECRUITMENT STUDENT MEDIA GUIDANCE COUNSELLORS LOCAL HIGH SCHOOLS LOCAL LANGUAGE SCHOOLS
MARKETING STRATEGY MARKETING CHANNELS & TOOLS 25 REFERRAL MARKETING ONLINE MARKETING MOBILE MARKETING TRADE MISSIONS Source: StudentMarketing, 2014 FAM TOURS MARKET INTELLIGENCE IN-COUNTRY SALES TRIPS STRATEGIC PLAN SCHOLARSHIPS PARTNERSHIPS STUDENT FAIRS WORKSHOPS
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