Communicating a Learning Vision Cross Culturally

A workshop for the International School of Protocol, Brussels, BelgiumSummer School 2009

David WillowsDirector of External Relations, ISB

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Learning Objectives:

•You will gain insight into the world of international education, a multi-billion dollar worldwide industry: how it works and the perspective it brings to education in the 21 st Century;

•You will given examples of how, in this context, we tell the story of our school and help others find their place in this story: considering for yourself the practical value of a narrative approach to cultural diversity;

•You will reflect on your own experience and story of ‘school’: using it as a resource for listening to and better understanding the experience of others.

Agenda

1430 Welcome and Introductions1445 Getting Started: ‘The Best of Times, The Worst of Times: Our stories of

school’ (pairs/group exercise)1500 Setting the Scene: A quick guide to ISB and the world of international

education (presentation)1530 Becoming a Parent: ‘You step off a plane, drive to the school, what next?’

(pairs/group exercise)1600 Coffee Break1630 Let’s design a school: Education for a new reality or whose history do you

teach? (pairs/group exercise)1650 Cross-Cultural Communication in Practice: Learning from Cluetrain to

Starbucks (presentation)1715 Further Questions and Discussion1730 End  

Who is in the room?

Telling the story of my school

And helping people find their place in that story

The Best of Times, The Worst of Times: Our stories of school

"To the uneducated an A is just three sticks."

Winnie-the-Pooh

Setting the Scene: A quick guide to ISB and the world of international

education

The business of international schools

Business is booming!

• More than 1000 international schools worldwide

• 6% increase in these schools each year

• Now represents a $4 billion industry

• Since 2001, international schools around the world have experienced unprecedented growth, particularly in Asia

The business of international schools

Business is business

• Quality assurance: Accredited Schools (eg CIS)

• Profit making? Many not-for-profit, managed by volunteer Boards

• Balancing the books: Costs are high, so the fees are high

• Market competition: recruiting students and teachers

The business of international schools

Whom do we serve? ISB as an example…

• 1500 students, from 70 nationalities, aged 2 ½ - 19 years

• 24% US expatriates, compared with 42% ten years ago

• 10% Belgian and 10% Dutch, representing 2rd and 3rd largest community groups

• Characterized by diversity – cultural, linguistic, ways of learning…

• 26% turnover each year

1999-2000 2007-2008

USA 42% USA 26%

UK 6.9% Netherlands 8.2%

Canada 6.1% Belgium 8.2%

Japan 5.2% Japan 7.1%

Israel 5% UK 6.7%

Belgium 3.4% Israel 5.3%

Netherlands/Germany 2.3% Canada 5.2%

France 2.2% France 5%

Sweden 2.2% Germany 2.3%

India 1.9% Italy 2%

The business of international schools

The business of learning

• International Curricula: IB Diploma, AP International Diploma

• Access to top universities: >95% go on to top univerisities

• Academics, Arts, Athletics: opportunities to learn and be successful, both inside and outside the classroom

• Access: Learning support, ESL, Technology…

The experience of international schools

ISB offers a rich, balanced programme of academics, arts, sports and service, designed as a coherent learning continuum, Nursery through Grade 12/13. This programme of learning provides a unique ISB experience through which:

The experience of international schools

Everyone Included All learners’ needs are supported, their perspectives sought and respected and their qualities valued and nurtured.

ISB offers a rich, balanced programme of academics, arts, sports and service, designed as a coherent learning continuum, Nursery through Grade 12/13. This programme of learning provides a unique ISB experience through which:

The experience of international schools

Everyone ChallengedAll learners make annual learning progress through the achievement of specific, appropriate learning targets.

ISB offers a rich, balanced programme of academics, arts, sports and service, designed as a coherent learning continuum, Nursery through Grade 12/13. This programme of learning provides a unique ISB experience through which:

The experience of international schools

Everyone SuccessfulAll learners have multiple opportunities to succeed and to secure their best future.

ISB offers a rich, balanced programme of academics, arts, sports and service, designed as a coherent learning continuum, Nursery through Grade 12/13. This programme of learning provides a unique ISB experience through which:

The experience of international schools

Independent LearnerAll learners are able to explain what they are learning and why, to reflect on their own learning and plan their next steps and to apply what they have learned in a variety of situations.

ISB offers a rich, balanced programme of academics, arts, sports and service, designed as a coherent learning continuum, Nursery through Grade 12/13. This programme of learning provides a unique ISB experience through which:

The experience of international schools

International CitizenAll learners develop a personal code of ethics, respect for diversity of opinion and culture, competency in communications, collaboration and conflict resolution, an empathy for others, an age-appropriate understanding of global issues and a disposition towards positive community participation.

ISB offers a rich, balanced programme of academics, arts, sports and service, designed as a coherent learning continuum, Nursery through Grade 12/13. This programme of learning provides a unique ISB experience through which:

The experience of international schools

HappySuccessful

EthicalPrepared for the real world

Prepared for real work

The experience of international schools

ISB2010

• Student Learning Agenda•Professional Learning Agenda

•Campus Agenda•Technology Agenda

•Environmental Agenda

The experience of international schools

The experience of international schools

ISB High School Student, The Experience of International Education, Newsweek 2008

Families, companies and organisations purchase international school education in just the same way as they buy a new Luxury BMW, iPod or pair of Chanel sunglasses.

In the end, it’s all about fit

• Costs vary: from 16000-28000 euros per year

• Often companies are paying as part of an expatriate package.

• Some schools will offer financial aid.

In the end, it’s all about fit

Becoming a Parent: You step off a plane, drive to the school, what next?

What do we all want for our children?

In the end, it’s all about fit

Choosing the right school for your child, on top of everything else, is one of the most important decisions you will make asparents.

But what should you look for in a school? How do you make this choice?

What do we all want for our children?

Will my child be safe?Will my child be happy?Will my child learn anything?Will my child fit in?Will my child transfer on effectively to the next stage?

What do we all want for our children?

Will my child be safe?Will my child be happy?Will my child learn anything?Will my child fit in?Will my child transfer on effectively to the next stage?

Happy Ethical Successful

What motivates people?

What do we already know

Colleagues in Brussels 36%

Website 31%

Employer 9%

Colleagues at home 8%

Relocation agents 7%

Expatriate forums 5%

Books/magazines 3%

Adverts 1%

What motivates people?

What do we already know

Two types of people:

Word of mouth 65%

Word of web 31%

What influences people?

What do we already know

Academics 23% Other students / families 4%

Campus 13%Tuition fees 4%

Campus visit / tour 11% Athletics 3%

Conversations with teachers and staff 10%Available space 3%

Location 9% Website 1%

Learning support 7% Brochures 0%

Values 7%

Extra curricular 5%

Time for Coffee?

Let’s design a school: Education for a new reality

or whose history do you teach?

Cross-Cultural Communication in Practice: Learning from Cluetrain to Starbucks

1. Attraction

2. Recruitment

4. Engagement

3. Induction5. Retention

6. Release

External Communications

Internal Communications

Defining what we do

Telling the story of my school

And helping people find their place in that story

StoryTrust

ListenExperience

Starbucks as the ‘Third Place’:

•WORK

•HOME

•STARBUCKS

In the end, it’s all about fit

Kind of like Starbucks

Kind of like Starbucks

Starbucks as the ‘Third Place’:

•WORK

•HOME

•STARBUCKS

ISB

ISB

In the end, it’s all about fit

Everything communicates

How do you capture the spirit of a school?

CommunityInclusion

ConversationInnovationChallenge

ResponsibilityInquiryBeauty

ExplorationTeamwork

Success

How do you capture the spirit of a school?

How do you capture the spirit of a school?

One story. A thousand ways of telling it.Yet every time it is told, the story changes.

How do you have good conversations?

Markets are nothing more than

conversations…

Our only hope is to talk.

How do you have good conversations?

•What conversations are you starting?

•With whom?

•Using what media?

How do you have good conversations?

How do you have good conversations?

Are you a lurker or do you jump right in?

How do you have good conversations?

What are people saying about you?

What stories are they telling about you?

What is your brand identity?

Are you a good listener?

Funky business is when an organisation slavishly applies the ‘rules’ of the brand to all business decision-making.

The Brand is more than a name or a logo. It is a promise and a contract with every customer.

Funky Business Forever: How to Enjoy Capitalism

(Ridderstrale & Nordstrom, 2008)

Do your customers trust you?

A brand is always more than the sum of these parts:

•Name

•Logo

•Packaging

•Price

•History

•Reputation

•Advertising…

Funky Business Forever: How to Enjoy Capitalism

(Ridderstrale & Nordstrom, 2008)

Do your customers trust you?

A brand is always more than the sum of these parts:

•Name

•Logo

•Packaging

•Price

•History

•Reputation

•Advertising…

Funky Business Forever: How to Enjoy Capitalism

(Ridderstrale & Nordstrom, 2008)

TRUST

Do your customers trust you?

Find simplicity in the complexityStay learning focusedTake risks. Encourage innovation.Embrace change.Accept mistakes.Enjoy.

And in the end…

QuestionsDiscussion

The International School of Brussels - Kattenberg 19, 1170 Brussels. Belgium - Tel: 00 32 (2) 661 42 11 - Fax: 00 32 (2) 661 42 00

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To keep the conversation going….

David Willows PhDDirector of External RelationsInternational School of Brussels (ISB)Kattenberg 19Brussels, Belgium Telephone: +32 2 661 4223GSM: +32 485 732564Skype: davidwillowsBlog: http://davidwillows.squarespace.com www.isb.be