Association of Russian Educational Advisors

Recent trends of student mobility and the specifics of recruiting students through agents in Russia

Content ‐ ICEF Berlin 2013:

Dr. Anna Ryzhova AREA Board Member

Association of Russian Educational Advisors (AREA)

Year of foundation – 2007 Member of FELCA (The Federation of

Education and Language ConsultantAssociations)

27 agencies from 10 cities (3 years ofexperience, 3 full-time consultants, legal structure,international education is the main activity)

http://www.studyarea.ru

Russia in the market of international education

The number of the agencies - about 500 (agent-dependant market)

over 50000 for higher education programs (ranked No. 8 source country)

Top destination – the UK (over 70 per cent)

SURVEY – MARCH 2013Russian agencies – AREA members

1. Experienced (the majority – more than 9 years of business activities in this field)

2. 80% - 60-200 students per year3. Number of consultants: more than 5

consultants (50%) or 3-5 consultants (50%)

TOP COUNTRIES OF DESTINATION (Survey 2013) Foreign languages:

ENGLISH – Great Britain, USA, Canada (Ireland)FRENCH – France, Belgium, SwitzerlandSPANISH – Spain, Latin AmericaGERMAN – Germany, Austria, SwitzerlandOther languages/countries – Chinese in China;

Japanese in Japan; Korean in Korea; Italian in Italy

COUNTRIES OF DESTINATION Secondary education: Great Britain,

Switzerland, Canada/USA Higher education: Great Britain, European

countries (Germany, Switzerland, CzechRepublic), USA

Post-graduate education: Great Britain, USA,Canada

Professional (Diploma) programs: Canada,Great Britain, Switzerland

PROGRAMS STRUCTURE Foreign languages – 61 % Higher education – 10% Post-graduate programs – 8% Secondary education – 9% MBA – less than 1 % University preparation – 7% Work and travel/Study and work –

less than1% Professional programs (Diploma) –

3%

TRENDS OF FOREIGN EDUCATION FOR RUSSIA

Overall Trend - increase – 80% (90% in 2011)Language programs – increase – 50% (90% in 2011)Secondary education – increase – 80% (45% in

2011)University preparation – increase – 80% (65% in

2011)Diploma programs – increase – 80% (50% in 2011)Higher education – increase – 100% (90% in 2011)MBA – will remain the same – 80%Work and Travel/Study and work – no comments

MARKETING OF THE AGENCYThe best strategy for agency

success:To concentrate on one/several

destination countries – 30%To concentrate on one/several

programs – 20%To offer a full range of programs/different countries – 50%

MARKETING TOOLS Web‐site – 90% Participation in the fairs – 60% (82% in 2011)

Internet advertising – 60% Presentation for the partners – 60% Publications in newspapers/magazines –20%

Fees taken by the agency

The full package Interview with the student Visa process Program selection Application procedure Language level test Pre-departure orientation Accommodation arrangements Medical insurance Transportation organization Councelling during the program

How the agencies choose the foreign institution feedback of the previous clients – 50% membership in professional associations – 40 % the level of the commission – 40 % accreditation of the study programs – 40% the price of the program for the clients – 30% the diversity of the programs - 20 %

What to consider when marketing in Russia

the speed of the feedback from the institution –100%

flexible approach to the programs structure – 80% (60% in 2011)

level of the commission - 50 % (payment terms & conditions are more important)

Marketing approach

When you concentrate on just one approach, it works better

Agent approach

• Concentration on recruitment through the agents network

Public approach

• Direct contact with the prospective students

Agent vs. Public approach in Russia Factor Agent approach Public approach

Territory +/‐Concentration on some areas with finding key agencies in each of them

+/‐Internet marketing/direct bookings

Expenses + ‐Not targeted 

Visa issues + ‐

Time + +/‐Some success is possible if social networking is developed well

Priority destination

+ +/‐Depends on the region

Agent approach• Defining the agents focusing on the market of the country where the 

educational institution is located. 

WHERE TO LOOK FOR?Workshops, organized with the participation of the professional agents (i.e. ICEF), as well as the activities of the Trade Missions in Russia

HOW TO UNDERSTAND THAT THE AGENCY IS PROFESSIONAL?  Membership in AREA  (FELCA accreditation) –www.studyarea.ru  IATC certificate (ICEF agent course) References of other educational institutions 

ACTIVITIES – Agent approach

• Web‐marketing using the agents’ websites• Participation in educational fairs• Publications in the agent brochures • Target seminars with the interested students• Special prices/discounts  for the agents (not 

available with direct bookings)• Russian‐speaking representative  working at the 

educational institution or in Russia

Contact information

Anna Ryzhova

Email: anna@canadapoint.com

Skype: canadapoint_anna

AREA website: www.studyarea.ru