May 2010

Brazil Partnership

British Council Brazil change (2009)

• British Council Brazil: 4 large offices

• Education UK Team in São Paulo and Rio

• Need to optimise platform/programme ratio

• A smaller Rio office (projects delivery team)

• Strategy comes from São Paulo

• Less duplication = more rational spending

• Education UK Team in SP only

Rio is still a critical part in local EdUK strategy

Education Promotion Team

São Paulo Office:

Rodrigo Gaspar Education Promotion Manager

Daniela Madureira Education Promotion Officer - UK

Amanda Domingues Education Promotion Officer - Brazil

Main goal: increase the number of Brazilian students in the UK

Our point of view

Political

• Seen in Latin America as role model for democratic continuity

• President Lula remains popular – 2010 election

Economic

• Brazil: 8th largest economy in the world (largest in Latin America) world bank

• Global crunch: last country to get in, first to get out

• Economic growth projected 5% in 2010

Social• Population: 195 m (6th in the world)

• Population of 15-34 year olds: 62 m

• EdUK target (age + income) 13 m

A plugged-in country

• Internet users: 70 mi users70 mi users - up at least 25% every year• 85% of Class A + B1 = average age 26• No. 2 worldwide users of virtual communities (Orkut : #1; Twitter #2)• 5th global ranking: 180 million mobile users

Top country in the world in hours per user

What’s in sight ?

2014 Brazil World Cup:

São Paulo will open, Rio will close

2016 Olympics

Rio: first city in Latin America

2007 PanAmerican Games successful

World’s biggest challenges- Climate change

- Food provision

- Environment preservation

Brazil and the global challenges

Brazil- biggest and longest-standing bioethanol programmes in the world

- expertise in knowledge-intensive natural resource extraction

- agricultural research institution: a network of over 40 labs and 2,000 scientists,

receives over 10% of science budget - among the most advanced in the world

- Amazon rainforest: 15% of world’s fresh water and global biodiversity reference

Brasil Partnership visits - last 12 months

Brazil Partnership members

0

5

10

15

20

25

30

2005 2006 2006b 2007 2008 2009 2010

BRAZIL PARTNERSHIPEvolution - Number of partners

restructuring the operation

Brazil Partnership breakdown27 members

- 22 HE institutions

- 3 Independent Colleges (1 promoting HE, 1 English, 1 Prep)

- 1 FE College

- 1 Associate member

- Going beyond 25

Expressed interest in 2010:

* University of Manchester

* University of Bristol

* Bournemouth University

Some services to all partners- Market Briefing (how to get into the market?)

- Presentation set-up

- Electronic media – Database - CRM – newsletters

- Market Intelligence (different levels)

- Contact with local institutions and agents

- Discounts at ads, mailings etc

- Live Chats and other online services

Country Partners - sample exclusive services

- Brazil Partnership Website

- Premium Marketing Intelligence + Ad Hoc research

- Admission Support

- Nine newsletters per year with opportunities and updates (only country)

- Branding and exposure in promotional leaflets

- Exclusive leaflet in our Country Partners Folder

- Social Media

Quality Focus

Segmented database

Recent presentation highlights:

King’s College- Over 130 enrolled 63 attendees

University of the Arts London- Over 200 enrolled 132 attendees

London Metropolitan University- Over 160 enrolled 49 attendees

- Be briefed about the market- Identify and choose cities- Venue: (£75 in BC premises)- Equipment (£60)- Free website promotion- Segment and send e-news (at cost)- Newspaper ad ? (discount)- BC confirmation calls (£35)- Alumni ? - Live Chat ? (£ 60)- Contact details for follow-up

Support and advice throughout process

Set up your presentation

Database:

29,000 students who have

interacted with Education UK

voluntarely

Filter options:

Region Age Current Level Desired Level

Gender Alumni? Subject Area

Brazil exclusive CRM database

Newsletters:

Example: Westminster Visit

Newsletter Builder

Set up your presentation: new thing!

- Secretly tested during last presentations in Brazil- Goldsmiths, University of the Arts, York, King’s College

Social Media promotion - free pilot

• We register ourselves on Orkut (Brazil’s Facebook)

• Map out social communities related to the event in two dimensions

- Generic groups

- Specific interest

• Contact group moderators requesting permission to send forum message

• Send event invitation to bulletin board (more realistic at this point)

• We also have an EdUK Brasil community at Orkut...but that is going slower

• Facebook and Twitter activity

Social Media - Orkut, Facebook & Twitter Orkut (Brazil’s Facebook)

- 51 million users in Brazil (against 2 million in Facebook)

- 55% age 16-25 + 14% age 26-30

“Masters & PhDs” “Engineering students” “FGV MBA class”

“Branding Brasil” “Studying Abroad” “Research in Comms” - Monitoring other communities in search for feedback

Twitter

- Twitter is a free social networking and micro-blogging service that enables its users to send and read other users' updates known as tweets.

- 120 million users (6 million new ones every month)

- Brazilians # 2 nationality after Americans (9% of total users) - 50 million tweets per day, 600 per second

Social Media promotion - Twitter

EdUk Brasil profile:

450 followers receiving updates

Country Partners Portfolio

photo

text

did you know?

areas

contact

quote

logo

Country Partners Satisfaction Survey 2009

How was the quality of the EUKP services during individual visits to Brazil ?

How was the customer care you’ve received from the BC in the set up and during the visit ?

Satisfaction Survey 2009 Help with Brazilian partners

Very Good

Good

Fair

Insuf.

Poor

Being a country partnerBeing a country partner

Delivery of Services

Very Good

Good

Fair

Insuf.

Poor

Package of c.partner benefits

Very Good

Good

Fair

Insuf.

Poor

Brazil Differentials and Advantages

BC Team – Customer Care

"Probably the best BC we've worked with" (University of Warwick)

“The BC operation is currently our best asset” (London Metropolitan University)

"Team is excellent and professional in both cities" (University of Westminster)

“BC Brazil is certainly one of the most helpful offices I work with” (University of Glamorgan)

“Some of the most responsive and proactive supports from all BCs” (Goldsmiths)

“Excellent and helpful as ever. Any issues dealt with immediately.” (Queen Mary)

“Very strong introduction. Much better than other Partners meetings” (City University)

“London Week was fantastic, well worth the time and money invested” (King’s College)

(Relatively) Happy partners

Brazil Differentials and Advantages

How do you rate the Brazilian market compared to other countries?

How do you rate the work BC Brazil does and your general feelings about being a part of Brazil Partnership ?

Student Markets

Independent Schools

- Very small niche

- No stats available (just LAC)

Further Education- Also just a niche

- There is no “FE” in Brazil

- Career based is not valued

- Qualification validation

- It doesn’t make sense for our students

- Colleges: EnglishEnglish and Prep

FE students - evolution

FE students in Brazil

0

100

200

300

400

500

600

700

2002-03 2003-04 2004-05 2005-06 2006-07 2007-08

What exactly are these students in FE institutions ?

Are they really FE students ? Difficult to explain without breakdown

English students - evolution

17,000students

Top 5 sending

countries

Higher Education - evolution

1,580 students

steady growth

restructuring the operation

* 32% growth in 4 years

* Last 3 growths: largest ever

Brazil X other countries

-2000

1000

4000

7000

10000

13000

2003/04 2004/05 2005/06 2006/07 2007/08 2008/09

Brazil

Malaysia

Mexico

Russia

$$$$$$$$$

Brazilian institutions are great

English Language can be a killer

Lack of links between universities

UK Fees Regime X Brazilian Scholarships

Market Share / Cultural Influence

UK universities: Brazil not a priority

Some level of “cannibalism” (English)

Undergraduate: it doesn’t make much sense...

Why don’t we have more HE students ?

* updated with help from BC’s central market intelligence unit

Competitors’ Strengths: USA: Cultural influence and more investment from universities

Portugal: Language and Work/Government Agreements Germany & France: Tuition (or lack of), Links to local universities

Spain: Some language, but declining influence

Italy: Country Brazilians admire the most, in general terms

Canada & Australia: Lots of investment, growth so far modest in HE

Latin America: Except Cuba, all neighbours are declining

HE Market Share in Brazil - Analysis

Share variation in the last 3 years: USA: - 3% Portugal: 0%

Germany: 0% France: +1%

UK: +1% Spain and Italy: 0%

Brazilians in the UK - Level

UG31%

PG69%

17-21 22-24 25-29 30-34 35+

Brazilians in the UK - Age

Gender: Male: 47%

Female: 53%

Higher Education

HESA 08/09

Age and Level

Which areas do they study ?

Student Profile – HESA 08/09

Brazilians in the UK - Area

Business29%

Law -Social21%Media/Arts

17%

Sci Tech13%

Education13%

Biosciences7%

HESA 08/09

Brazilians in the UK - Funding

65%9%

9%

3%

3%

3%2%6% Self funded

UK university support

No fees

Other UK

Brazilian government

Student's employer

Other Brazilian

British Council etc

Mexicans in the UK - Funding

43%

10%7%

2%

20%

2%

14%2%

Self funded

UK university support

No fees

Other UK

Mex government

Student's employer

Other Mex

British Council etc

Brazil: Self-funded: 65%BR Govnmnt: 3%

Mexico: Self-funded: 43%MX Govnmt: 20%

Research in Brazil

Brazil’s share of world output is growing increasingly rapidlyVolume of publications compared to 1981=100

Source: Global Research Report Brazil Evidence and Thompson Reuters

• 1981: 2,000 papers 2009: 30,000 papers (2,12% of world’s production)

• Passes Russia and Holland to become 13th globally (NSI); UK is 5th

• This growth pushes Latin America and exceeds by far the G7

How can we increase the number of government-funded students?

• FAPESP and Research Councils UK

- 2009 alone: £480 million spent with Brazilian students abroad

- There is a LOT of money in FAPESP, and they are more open than Brasilia

- Oct 2009: groundbreaking agreement set up between FAPESP and the UK

- Brazilian and UK researchers to apply for funding through a single application

- Peer review process

- All fields of Science

- Institutions such as King’s College are already doing separate deals for exchange of researchers AND PG students

www.educationuk.org.br - new and improved

Website – Brazil-only content we hopefully will add

- Scholarship Specials: For Brazilians only

- Experience UK Now: Local content (videos/text)

- Equivalence charts and validations: Connecting the 2 systems

- Visa and Work information: Local information

- Thematic Areas Tips: Why can’t you study Law at UG? Why is the

MBA different?

- British Council tips: Choosing an institution, rankings etc

Webcast

live broadcast through the

internet

ex. University of teh Arts

Live Chats

+

Leaflets: where information meets promotion

• Leaflets with relevant information about British education and listing courses offered by UK universities

- Our exhibition: October 2010: São Paulo & Rio

-University Presentations in SP and Rio (Brasilia and Recife starting)

-ExpoBelta 2010

-Expo Estude no Exterior (FPP Media) – twice in 2010

- New PG-Only ExpoEstude

- MBA Tours

- University Fairs (FAAP, Mackenzie, UFF...)

- BandPro (Best secondary school of Brazil: Colégio Bandeirantes)

Events

Brazil Exhibition

São Paulo – 16 & 17 October

Rio de Janeiro – 19 October

• No formal name yet (“Universities UK” ??)

• Target institutions: Higher Education products (or prep)

• Same venues that were successful on London Week

• That means limited number of exhibitors (17 in SP, 14 in Rio)

• Presentations will have a different model

• Costing already submitted. Price around £1,000 per city

• Recruitment opens this May

Other important audiences

• British Consulate• Completely new relationship with us• 2 days training for agents (around 50)• British Council Information staff also trained• Material in English and Portuguese• Education UK website part of the process again

* Student Express Scheme (visa in 2 days)• All country partner’s agents are in

Visa – new points based system and impact

Little negative impact measured so far in HE

Big problem for the market: Beginner’s English

Agents & ELT

Education Promotion in Brazil 2009

• Brazil Agents – much ahead on the game globally

• Training and Certification not as important

• Strategic partnership with BELTA (and ExpoBelta)• Belta: best agents association in the world, many prizes

• Support of Agents Workshop in English UK’s annual event

• Open Days with British Consulate (Jan/2010)

• Student Express Scheme

Agents & ELT

• Main problem and challenge: develop HE niche• English sells very easy• Fees and Commissions• HE: Difficult Product to sell versus Larger amounts

• 72% of agents sales are English • 17% Work & Travel• 1% Higher Education

Brazilian institutions

Difficulties

• Brazilian Public Universities (free)• Spotted “elitism” from both sides• Different business model for students mobility

• no fees, just exchange• lack of programs in English to receive British• lack of interest by British students to come to Brazil

• Competition advancing fast• France, Germany, Italy, Portugal, Spain... ...and even the US

Encouraging sings

- King’s College + USP: groundbreaking partnership

- Northampton + FAAP: 1st Double Degrees (Business)

- Manchester + FGV: joint online MBA

- Royal Holloway visited by UNISINOS students

- Guildford College + SENAC: discussing partnership

- UEL + SENAC: discussing partnership

- UAL + FAAP: undergraduate students

- Worcester + USP: futsal joint program for students and coaches