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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 2 GLOBAL APPROACH

HQ VIENNA

AS AN ESOMAR MEMBER, I COMPLY WITH THE ICC/ESOMAR CODE AND ESOMAR WORLD RESEARCH GUIDELINES.

SAMUEL VETRAK, CEO, STUDENTMARKETING

STUDENTMARKETING IS A UNITED NATIONS WORLD TOURISM ORGANIZATION AFFILIATE MEMBER.

ABOUT US OUR CLIENTS 3

DESTINATIONS ASSOCIATIONS PROVIDERS

GLOBAL LANDSCAPE NUMBER OF INTERNATIONAL TERTIARY STUDENTS 4

Source: UNESCO Institute for Statistics, 2015; StudentMarketing, 2015

0

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

7,000,000

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

Source: Project Atlas, 2015

0

100,000

200,000

300,000

400,000

500,000

600,000

700,000

800,000

900,000

1,000,000

USA UK CHINA FRANCE GERMANY AUSTRALIA CANADA JAPAN

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 MARKETS TOP SOURCE MARKETS (STUDENT NUMBERS) 8

Source: UNESCO Institute for Statistics, 2015

0

100,000

200,000

300,000

400,000

500,000

600,000

700,000

800,000

CHINA INDIA GERMANY SOUTH KOREA

FRANCE SAUDI ARABIA

USA MALAYSIA VIETNAM NIGERIA

2012 2013

SOURCE MARKETS FASTEST GROWING SOURCE MARKETS (STUDENT NUMBERS) 9

Source: UNESCO Institute for Statistics, 2015

0

100,000

200,000

300,000

400,000

500,000

600,000

700,000

800,000 2010-2013 INCREASE 2010

SOURCE MARKETS BEST MARKETS FOR 2016 10

Source: StudentMarketing, 2015

CHINA

SAUDI ARABIA

INDIA

NIGERIA

VIETNAM

IRAN

FRANCE

BEST MARKETS 2016 CHINA – COUNTRY PROFILE 11

712,157 TERTIARY STUDENTS ABROAD (1ST WORLDWIDE)

3,000 EDUCATION AGENTS

1 AGENT ASSOCIATION (BOSSA)

TOP DESTINATIONS


43,698

81,776

87,980

96,592

225,474

SOUTH KOREA

UK

AUSTRALIA

JAPAN

USA

•  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

BEST MARKETS 2016 CHINA – MARKET SPECIFICS 12


BEST MARKETS 2016 SAUDI ARABIA – COUNTRY PROFILE 13


73,548 TERTIARY STUDENTS ABROAD (6TH WORLDWIDE)

90+ EDUCATION AGENTS

0 AGENT ASSOCIATIONS

TOP DESTINATIONS

3,295

4,587

4,946

9,344

42,651

JORDAN

CANADA

AUSTRALIA

UK

USA

BEST MARKETS 2016 SAUDI ARABIA – MARKET SPECIFICS 14

Source: StudentMarketing, 2015, Scientific Research Publishing, 2014

•  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

BEST MARKETS 2016 VIETNAM – COUNTRY PROFILE 15



240 EDUCATION AGENTS

1 AGENT ASSOCIATION (VIECA)

TOP DESTINATIONS

4,047

4,048

5,362

12,383

15,406

JAPAN

UK

FRANCE

AUSTRALIA

USA

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

BEST MARKETS 2016 IRAN – COUNTRY PROFILE 17



80 EDUCATION AGENTS


TOP DESTINATIONS

3,135

3,167

3,537

8,170

8,368

GERMANY

UAE

CANADA

MALAYSIA

USA

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

BEST MARKETS 2016 INDIA – COUNTRY PROFILE 19


181,872 TERTIARY STUDENTS ABROAD (2ND WORLDWIDE)

500+ EDUCATION AGENTS


TOP DESTINATIONS

8,247

9,582

16,150

22,155

92,597

UAE

CANADA

AUSTRALIA

UK

USA

BEST MARKETS 2016 INDIA – MARKET SPECIFICS 20

Source: StudentMarketing, 2015; British Council, 2015

•  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

AGENT MARKET DISTRIBUTION OF EDUCATION AGENTS 21


0 - 50 51 - 100 101 - 200 301 - 500 501 - 800 800+ 201 - 300

AGENT MARKET MARKET OVERVIEW 22

Most agent-dependant markets:

China

Vietnam

South Korea

Thailand

India

Turkey

Account for 30% of all education agents


16,000 AGENTS WORLDWIDE

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


SCHOLARSHIPS ONLINE MARKETING

STRATEGIC PLAN

MARKET INTELLIGENCE

MOBILE MARKETING

REFERRAL MARKETING

PARTNERSHIPS

STUDENT FAIRS

FAM TOURS

WORKSHOPS

TRADE MISSIONS

IN-COUNTRY SALES TRIPS

THANK YOU!

BEST MARKETS FOR 2016: HIGHER EDUCATION RECRUITMENT AND ... … · best markets for 2016: higher education recruitment and techniques to be used there samuel vetrak studentmarketing,

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