The i-graduate ICEF Agent Barometer 2016 North America · 16% 18% 19% 20% 23% 31% 32% 35% 52% 57%...
Transcript of The i-graduate ICEF Agent Barometer 2016 North America · 16% 18% 19% 20% 23% 31% 32% 35% 52% 57%...
The i-graduate ICEFAgent Barometer 2016
North America
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2
Established in
2005In Over
1400Institutions
Across
30Countries
Feedback from over
2.3 MillionStudents
About i-graduate
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The i-graduate ICEF Agent Barometer
8All materials strictly copyright © i-graduate 2016
Online survey developed in partnership by i-graduate & ICEF
Established in 2007, the ICEF Agent Barometer has tracked the opinions of agents across the world for 10 years
The 2016 study ran during September - October
Overall 1,111 agents responded from 108 countries
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Survey: Incentives
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Survey front page
Today’s focus…
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AgentProfile
Scope of Activity
Placements
Student Concerns
Destination attractiveness
ICEF Agent Barometer
Marketing
Recruitment/Management
Best Study Destination
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Summary of agent demographics1,111 agents responded from 108 countries
12%
7%
5%
5%
5%
4%
4%3%
3%3%3%3%
3%2%
2%2%
2%2%
2%2%
28%
India Brazil
Nepal Canada
Russia Vietnam
Pakistan Australia
Nigeria China
Mexico Italy
UK Turkey
Saudi Arabia Spain
Colombia Bangladesh
Ukraine Kazakhstan
OTHER
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Institutions represented
19
174 172
135
80 79
63
30 29
11
31
200
0
50
100
150
200
250
1 2-10 11-20 21-30 31-40 41-50 51-60 61-70 71-80 81-90 91-100 More than100Base No: 1,073
45% of agents represent between 2-30 institutions
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Total students placed
6%7% 8%
6%4%
22%23%
6%
4%3%
6%4%
2%
0%
5%
10%
15%
20%
25%This has increased from
19% in 2015
Base No: 822
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Contracts with institutions
Do you have contracts in place with the institutions you work with?
Base No: 653
75%
21%
3%
1%
Yes, always
Yes, sometimes
No
Don't know
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What services does your company provide to students as clients?
Student services (Top 10)
68%
71%
73%
75%
77%
83%
83%
86%
89%
90%
50% 60% 70% 80% 90% 100%
Career counselling
Health insurance
Airport pick-up
Accommodation – on-campus residence
Interviews
Promotional materials
Visa processing
Program applications
Program selection counselling
Pre-departure briefing
Base No: 742
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What percentage of your leads come from an online source (website, social media)?
Leads from online sources
17%
18%
16%16%
16%
17%
0-10% 10-20% 20-30% 30-40% 40-60% 60%+
Base No: 722
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Which tool is most important in managing your business?
Most important tool in managing business
Excel21%
Google Docs/Dropbox22%
Custom in-house technology
19%
Paper12%
Salesforce (customised)11%
Salesforce (generic)4%
Other11%
Base No: 719
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What type of marketing communication do you use to reach your clients?
Client marketing communication
0%
10%
20%
30%
40%
50%
60%
70%
Reach out tostudents
Market aprogram
Do not use Reach out toParents
Communicatewith youreducatorpartners
Expect yourpartner
educators tosupply
Applicationprocess for a
program
Linkedin/Xing/otherprofessionalnetworking sites
Other social media
Youtube
Base No: 645
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Number of students placed in last 12 months
895
3.011
6.237
7.178
4.967
6.540
9.728
9.580
10.857
11.436
9.377
23.812
26.720
109.639
0 50.000 100.000 150.000 200.000
University: Distance Education/Online Learning
Internships
Pre-Masters/Postgraduate Qualifying Program (PQP)
Work & Study Programs
Certificate/Foundation
University: Foundation
Vocational Diploma/Further Education
MBA Programs
Diploma
Secondary and High School
Work & Travel Programs
University: Undergraduate
University: Graduate/Postgraduate
English Language Programs
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Number of students placed in the last 12 months:5 year trend data
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Number of placements
2016 (897) 2015 (1358) 2014 (912) 2013 (995) 2012 (776)
Total 207,727 297,488 360,065 328,877 237,734
Schools 11,436 16,202 39,419 26,523 12,500
Vocational Education 9,728 9,546 16,259 15,978 15,646
Foundation 6,540 8,811 16,080 11,189 12,489
Undergraduate 23,812 32,692 42,923 31,575 33,347
Graduate/Postgraduate 26,720 40,386 46,461 35,879 31,895
MBA Programmes 9,580 11,678 13,209 21,835 8,031
Work & Travel 9,377 20,217 21,861 1,006 19,296
Language Courses 109,639 148,690 145,115 161,402 104,530
Distance education/Online learning 895 1,505 1,165 12,780 No data
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Programme levels
11%
21%
22%
27%
30%
48%
53%
53%
57%
60%
61%
65%
75%
79%
80%
0% 20% 40% 60% 80% 100%
Other
Work & Travel Programs
University: Distance Education/Online Learning
Internships
Work & Study Programs
Vocational Diploma/Further Education
Certificate/Foundation
Secondary and High School
Pre-Masters/Postgraduate Qualifying Program (PQP)
Diploma
University: Foundation
MBA Programs
University: Graduate/Postgraduate
English Language Programs
University: Undergraduate
Base No: 1,076
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Types of language courses
5%
5%
13%
15%
16%
16%
19%
28%
43%
57%
65%
79%
0% 20% 40% 60% 80% 100%
Other
TOIEC preparation
Language for teachers
Language for High School
Group study tour
Language plus another subject
Cambridge exams preparation
TOEFL preparation
Business/Professional language
IELTS preparation
Language for academic purposes
General language
Base No: 638
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Sectors of interest for work & study programs (top 10)
16%
18%
19%
20%
23%
31%
32%
35%
52%
57%
0% 20% 40% 60% 80% 100%
Events and Fairs
Trade and Retail
Aviation
Automotive
Service Industry
Healthcare
Software Industry
Financial Services
Tourism
Hospitality
Base No: 801
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Online learning interest
How large is the share of clients in your agency interested in online learning?
Base No: 802
71%
15%
7%4% 3%
0%-5%
5%-10%
10%-20%
20%-30%
>30%
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Subject areas of interest for online learning
6%
8%
13%
17%
17%
22%
27%
32%
85%
0% 20% 40% 60% 80% 100%
Other
Natural Sciences
Medicine/Healthcare
Media-related studies
Social Sciences
Engineering
Hospitality/Tourism
Computer Sciences
Business-related studies
Base No: 676
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Degree levels of interest for online learning
Base No: 656
17%
25%
34%
41%
49%
0% 10% 20% 30% 40% 50% 60%
Postgraduate research degrees (PhD, DPhil)
Foundation Degrees
Undergraduate degrees (BA, BSc, etc.)
Postgraduate taught degrees (MA, MSc.)
MBA's
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30%
36%
43%
38%
35%
40%
54%
61%
79%
64%
43%
51%
56%
0%
49%
54%
68%
67%
79%
73%
43%
49%
59%
0%
51%
54%
67%
70%
79%
77%
21%
25%
27%
34%
35%
37%
59%
62%
70%
70%
16%
20%
23%
30%
34%
36%
58%
61%
64%
65%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Spain
France
Germany
Malta
New Zealand
Ireland
Australia
Canada
United Kingdom
USA
2016 (686)
2015 (1072)
2014 (511)
2013 (591)
2012 (605)
Placing students in countries - Language courses
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Placing students in countries – Secondary and High School
10%
19%
16%
20%
20%
29%
36%
61%
59%
57%
22%
29%
27%
28%
34%
42%
49%
67%
73%
70%
19%
29%
26%
31%
29%
41%
50%
70%
77%
67%
10%
11%
10%
14%
14%
23%
41%
54%
56%
57%
7%
9%
13%
14%
17%
26%
33%
46%
53%
63%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Spain
Switzerland
France
Germany
Ireland
New Zealand
Australia
United Kingdom
USA
Canada
2016 (415)
2015 (522)
2014 (303)
2013 (319)
2012 (352)
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Placing students in countries – Vocational Diploma/Further Education
13%
12%
16%
18%
20%
57%
37%
37%
54%
62%
23%
27%
29%
32%
40%
79%
67%
61%
82%
98%
16%
20%
26%
24%
29%
56%
58%
47%
66%
76%
5%
11%
8%
10%
11%
38%
34%
37%
50%
62%
5%
7%
7%
9%
12%
28%
32%
32%
49%
62%
0% 20% 40% 60% 80% 100% 120%
Italy
Malaysia
Switzerland
Singapore
Ireland
United Kingdom
New Zealand
USA
Canada
Australia
2016 (346)
2015 (590)
2014 (238)
2013 (230)
2012 (367)
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Placing students in countries – University: Undergraduate
13%
21%
17%
22%
21%
33%
71%
54%
61%
58%
23%
28%
25%
33%
29%
45%
74%
65%
72%
67%
25%
30%
26%
31%
38%
49%
75%
66%
76%
71%
9%
13%
15%
15%
18%
29%
56%
51%
62%
55%
10%
10%
14%
15%
18%
30%
49%
54%
57%
59%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Singapore
Switzerland
Malaysia
Ireland
Germany
New Zealand
UK
Australia
USA
Canada
2016 (648)
2015 (970)
2014 (517)
2013 (563)
2012 (530)
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Placing students in countries – University: Graduate/Postgraduate
19%
12%
13%
19%
20%
32%
73%
54%
52%
61%
25%
22%
20%
31%
28%
45%
74%
66%
61%
70%
26%
21%
21%
28%
36%
45%
73%
62%
65%
73%
10%
12%
11%
14%
18%
28%
54%
53%
49%
60%
8%
9%
12%
15%
16%
28%
47%
53%
55%
56%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Switzerland
France
Malaysia
Ireland
Germany
New Zealand
UK
Australia
Canada
USA
2016 (565)
2015 (843)
2014 (513)
2013 (538)
2012 (493)
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Placing students in countries – MBA Programmes
14%
13%
11%
14%
18%
26%
42%
71%
49%
56%
23%
21%
19%
25%
27%
41%
57%
73%
65%
67%
23%
22%
23%
27%
28%
46%
59%
73%
67%
70%
9%
9%
10%
11%
13%
22%
42%
52%
52%
62%
7%
8%
9%
9%
12%
20%
46%
47%
49%
56%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Singapore
France
Malaysia
Germany
Ireland
New Zealand
Canada
UK
Australia
USA
2016 (433)
2015 (658)
2014 (329)
2013 (404)
2012 (420)
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Trends in overall attractiveness: emerging markets
2%5%5%5%7%
11%12%
11%14%
12%
11%9%9%11%13%
12%13%12%
17%18%
23%18%19%
25%27%
42%47%
47%45%49%
35%38%38%
39%37%
45%45%45%
45%52%
48%51%52%
47%44%
31%28%31%28%
26%
35%37%37%
36%35%
35%34%35%
31%22%
26%25%24%23%22%
16%13%12%
13%13%
19%16%16%
15%15%
9%9%7%8%
9%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Thailand'12Thailand '13Thailand '14Thailand '15Thailand '16
Singapore '12Singapore '13Singapore '14Singapore '15Singapore '16
Malaysia '12Malaysia '13Malaysia '14Malaysia '15Malaysia '16
Japan '12Japan '13Japan '14Japan '15Japan '16
Very attractive Attractive Unattractive Very unattractive
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Trends in overall attractiveness: traditional markets
32%33%
35%45%
39%
64%63%64%63%
48%
64%64%66%67%
69%
48%53%
58%60%
59%
73%73%
77%77%
67%
54%54%51%
41%48%
29%28%
29%27%
37%
28%29%27%27%23%
43%37%
34%31%
33%
20%20%
17%16%
26%
10%10%11%10%9%
3%4%
3%5%
10%
3%3%3%2%
3%
6%5%3%4%4%
2%2%1%1%2%
4%4%3%
4%5%
4%5%4%
5%5%
5%4%4%
5%5%
3%5%
5%4%5%
5%5%5%5%5%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
New Zealand '12New Zealand '13New Zealand '14New Zealand '15New Zealand '16
UK '12UK '13UK '14UK '15UK '16
Canada '12Canada '13Canada '14Canada '15Canada '16
Australia '12Australia '13Australia '14Australia '15Australia'16
USA '12USA '13USA '14USA '15USA '16
Very attractive Attractive Unattractive Very unattractive
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Overall attractiveness of Study Destinations in 2016
14%25%
32%34%34%
41%44%
46%50%50%
58%61%
69%69%
73%76%77%
78%79%
85%87%87%88%
92%92%93%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Indonesia (240)Philippines (253)
India (281)Hong Kong SAR (245)
Thailand (251)Russia (295)
South Korea (279)South Africa (297)
UAE (279)Malaysia (310)
China (329)Singapore (307)
Malta (368)Japan (322)
The Netherlands (328)France (425)
Italy (359)Spain (361)
Switzerland (362)United Kingdom (576)
New Zealand (482)Ireland (447)
Germany (472)Australia (605)
Canada (629)USA (613)
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Best study destination for English language courses
United Kingdom
35%
Australia22%
Canada21%
USA12%
Ireland4%
Other6%
Language courses (602) Country Rank 2016
Rank 2015
Rank 2014
Rank 2013
Rank 2012
Rank 2011
Rank 2010
UK 1 1 2 2 1 1 1Australia 2 2 1 1 2 2 3Canada 3 3 4 5 4 4 4USA 4 4 3 3 3 3 2
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Best study destination for Secondary and high schools
Canada35%
United Kingdom
20%
USA19%
Australia11%
New Zealand7%
Other8%
Secondary and High School (480)Country Rank
2016Rank 2015
Rank 2014
Rank 2013
Rank 2012
Rank 2011
Rank 2010
Canada 1 1 2 3 4 5 5UK 2 2 4 3 1 1 1USA 3 3 1 1 2 3 2Australia 4 4 3 2 3 2 3New Zealand 5 5 5 5 5 4 4
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Best study destination for Foundation Programmes (University)
United Kingdom
32%
Australia23%
Canada19%
USA14%
Other12%
University: Foundation (433)
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Country Rank 2016
Rank 2015
Rank 2014
Rank 2013
Rank 2012
Rank 2011
Rank 2010
UK 1 1 1 2 1 1 1
Australia 2 2 2 1 2 2 2
Canada 3 4 4 4 4 4 4
USA 4 3 3 3 3 3 3
40
Best study destination for Vocational Diploma/Further Education
Australia36%
Canada33%
USA8%
United Kingdom8%
New Zealand5%
Other10%
Vocational diploma / Further education (403) Country Rank
2016Rank 2015
Rank 2014
Rank 2013
Rank 2012
Rank 2011
Rank 2010
Australia 1 1 1 1 1 1 1Canada 2 2 2 2 3 2 3USA 3 4 3 6 5 5 4New Zealand 5 5 3 3 4 4 5
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Best study destination for Undergraduate Study (University)
USA32%
Canada24%
Australia16%
United Kingdom15%
Germany3%
New Zealand2% Other
8%
University: Undergraduate (524)Country Rank
2016Rank 2015
Rank 2014
Rank 2013
Rank 2012
Rank 2011
Rank 2010
USA 1 1 1 2 1 1 1Canada 2 2 3 4 4 4 3Australia 3 3 2 1 2 3 4UK 4 4 3 3 2 2 2
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Best study destination for Graduate/Postgraduate Study (University)
USA37%
Canada21%
Australia18%
United Kingdom
14%
New Zealand3%
Germany3%
Other4%
University: Graduate/ Postgraduate (492)
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Country Rank 2016
Rank 2015
Rank 2014
Rank 2013
Rank 2012
Rank 2011
Rank 2010
USA 1 1 1 1 1 1 1Canada 2 2 4 4 4 4 3Australia 3 4 2 2 3 3 4UK 4 3 3 3 2 2 2
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Best study destination for MBA Programmes
USA41%
United Kingdom
20%
Australia15%
Canada14%
Other10%
University: MBA (466)Country Rank
2016Rank 2015
Rank 2014
Rank 2013
Rank 2012
Rank 2011
Rank 2010
USA 1 1 1 1 1 1 1UK 2 2 2 2 2 2 2Australia 3 3 3 3 3 3 3Canada 4 4 4 4 4 4 4
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Canada28%
Australia22%USA
17%
Ireland9%
United Kingdom
6%
New Zealand5%
Germany3% Other
10%
Work and Study Programmes (378)
Best study destination for Work & Study Programmes
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Country Rank 2016 Rank 2015 Rank 2014
Canada 1 1 3
Australia 2 3 2
USA 3 2 1
UK 5 5 5
New Zealand 6 6 4
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5%
5%
4%
3%
5%
6%
6%
5%
3%
6%
3%
2%
3%
3%
25%
25%
24%
24%
22%
20%
19%
20%
20%
17%
19%
16%
15%
14%
69%
70%
72%
73%
73%
74%
75%
75%
77%
77%
78%
82%
82%
83%
0% 20% 40% 60% 80% 100%
Certificate/Foundation (349)
University: Distance Education/Online Learning (129)
Pre-Masters/Postgraduate Qualifying Program (PQP) (401)
Vocational Diploma/Further Education (325)
University: Foundation (431)
Work & Travel Programs (149)
English Language Programs (670)
Internships (192)
MBA Programs (469)
Secondary and High School (399)
Diploma (425)
University: Undergraduate (610)
University: Graduate/Postgraduate (572)
Work & Study Programs (225)
Less The same More
How many students expect to place in next 12 months –by Programme
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Study Visa concerns
2%2%2%2%
3%4%4%
5%5%5%5%
5%5%5%
6%7%7%
8%10%10%
15%22%
39%42%
48%55%
0% 10% 20% 30% 40% 50% 60%
Hong Kong SARIndonesia
ThailandUAE
South KoreaPhilippines
South AfricaChinaIndia
JapanSingapore
MalaysiaThe Netherlands
SwitzerlandSpainMaltaRussia
ItalyFranceIreland
GermanyNew Zealand
AustraliaUnited Kingdom
USACanada
Base No: 128
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Financial concerns
1%1%1%1%1%
2%2%2%2%2%2%
4%4%4%
5%5%
6%6%
10%11%11%
22%26%
35%39%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55%
IndonesiaMalta
PhilippinesSouth Africa
SingaporeHong Kong SAR
IndiaJapan
MalaysiaSouth Korea
UAEChina
FranceItaly
The NetherlandsSpain
RussiaSwitzerland
GermanyIreland
New ZealandCanada
AustraliaUnited Kingdom
USA
Base No: 82
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Global Economic Situation
0%0%
1%1%1%1%1%1%1%
3%3%
4%4%4%4%
6%6%6%6%
7%9%
11%13%
14%21%
33%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55%
IndonesiaThe Netherlands
Hong Kong SARIndia
MalaysiaMalta
PhilippinesSouth Africa
ThailandSouth Korea
SingaporeItaly
JapanSwitzerland
UAEChina
FranceGermany
New ZealandSpain
RussiaIreland
AustraliaCanada
USAUnited Kingdom
Base no: 70
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In which countries did you experience these concerns/difficulties (Global Political situation)?
Global Political Situation
2%
2%
2%
2%
2%
2%
4%
4%
6%
6%
6%
8%
10%
31%
37%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55%
China
Hong Kong SAR
Ireland
Japan
The Netherlands
Spain
Malaysia
New Zealand
Canada
France
Germany
Russia
Australia
USA
United Kingdom
Base no: 51
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Main concerns/questions/complaints - BEFORE departing
58%52%
45% 44%
29%
22%
12%
0%
10%
20%
30%
40%
50%
60%
70%Base No: 712
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58%
52%
45% 44%
29%
22%
12%
26%
20%
14%
36%39%
23%21%
0%
10%
20%
30%
40%
50%
60%
70%
Financialdifficulties
Difficulty withlanguage
Personal Safety Difficulty withaccommodation
Culturaldifficulties
Difficulty withthe program
Difficulty withteaching staff
Base No: 712
53
Main concerns/questions/complaints – BEFORE AND AFTER departing
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Student mobility concerns
Have you experienced any student mobility concerns/difficulties in 2016?
Base No: 718
75%
25%
No Yes
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What are the main concerns/questions/complaints students and parents have?
Student mobility concerns year-on-year 2009-2016:
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Study visa Financial GlobalEconomicSituation
GlobalPoliticalSituation
Work visa Safety Accreditation Insurance Other
20162015201420132012201120102009
The study visa concerns appear to be experiencing an upturn, as well as concerns with safety
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Marketing for institutions (top 10)
83%
85%
85%
85%
87%
87%
87%
90%
91%
93%
80% 85% 90% 95% 100%
An online application form which guarantees me VIPservice (provided all supporting documents have been…
Regular visits by you and/or your staff to the educationinstitution (529)
Having guaranteed entry to specific education institutionprograms (533)
Participation in an Agent Incentive scheme (534)
Availability of an online application service (542)
Financial support schemes, including scholarship/bursaryschemes (545)
Agent training workshops organised in the destinationcountry (545)
Prompt payment of commissions (565)
Agent manual with fees and information (572)
Quick response times to enquiries and applications andregular communication updates (582)
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Marketing – Promotional materials and campaigns
7%
8%
7%
7%
6%
5%
6%
5%
24%
25%
18%
19%
10%
10%
6%
8%
46%
42%
48%
41%
47%
42%
43%
38%
23%
24%
27%
33%
38%
43%
46%
49%
0% 20% 40% 60% 80% 100%
Editorial or Advertorial in local newspapers or magazines(590)
Giveaways (e.g. pens, keyrings, mouse pads, etc.) (597)
Regular e-newsletters or e-zines sent to students (599)
Institution profiles on commercial websites/websitesavailable in your native languages (598)
School/College profiles in your own agency brochure orhandbook (616)
Individual institution brochures in English and your ownlanguage (627)
Marketing and visits to local schools/colleges (612)
Participation in education exhibitions in your country(618)
Very unimportant unimportant important Very important
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59
Marketing – Packages and Offers
7%
6%
7%
7%
6%
12%
9%
8%
5%
7%
43%
36%
34%
37%
30%
38%
49%
51%
51%
57%
0% 20% 40% 60% 80% 100%
Making packaged offers which include Englishlanguage/ELICOS plus institution entry (588)
An online application form which guarantees me VIPservice (provided all supporting documents have been
received) (607)
24 hour turnaround on admissions documents (606)
Having guaranteed entry to specific education institutionprograms (603)
Financial support schemes, including scholarship/bursaryschemes (623)
Very Unimportant Unimportant Important Very Important
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Marketing – People and Staff
11%
9%
7%
9%
6%
25%
26%
16%
21%
8%
34%
33%
42%
28%
40%
30%
31%
35%
42%
46%
0% 20% 40% 60% 80% 100%
Authority from institution for you to sign letters of offer(585)
Marketing and Recruitment staff who speak the locallanguage (615)
Regular visits to your office(s) by representatives (618)
A local representative office to provide support to yourrecruitment activities (621)
Student leads provided to you by institutions (594)
Very Unimportant Unimportant Important Very Important
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Marketing – Services
5%
5%
5%
6%
6%
6%
6%
6%
9%
11%
6%
7%
7%
2%
3%
1%
42%
39%
39%
36%
35%
30%
29%
20%
43%
45%
49%
51%
52%
62%
62%
74%
0% 20% 40% 60% 80% 100%
Regular visits by you and/or your staff to the educationinstitution (622)
Agent training courses via the internet (616)
Participation in an Agent Incentive scheme (603)
Availability of an online application service (622)
Agent training workshops organised in the destinationcountry (627)
Agent manual with fees and information (624)
Prompt payment of commissions (618)
Quick response times to enquiries and applications andregular communication updates (623)
Very Unimportnt Unimportant Important Very Important
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Thank you for listening!
These slides will be posted on the ICEF North America (Toronto 2018) event page, under ‘seminar programme’ in a few weeks’ time.
Please feel free to contact me with any comments or questions – [email protected]
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