International Student Program Member Workshop

Thursday, January 22, 2015

Paul Heasman & Cliff McleodMinistry of Training, Colleges and Universities (MTCU)

International Student Program Compliance

• ISP Designation Process Update

• ISP Re-Designation Process

• Imagine Canada Brand

• CIC Portal/Reporting Requirements

ISP Designation

• Reporting Prepaid Unearned Revenue for Non-Vocational

Programs

• Limit of 25% Tuition Collected in Advance

• Use of Trust Funds

PCC Act, 2005 & Regulations

International Marketing

Frank GerencserNational Association of Career Colleges (NACC) Board of Directors

2014 – Federal regulations are in place regarding international students

2014 – Provincial governments develop lists of post-secondary educational institutions eligible to receive international students

2015 – NACC hopeful that international students registered in career colleges will be able to benefit from work permits

International Students - Regulations

Maintain credibility of the sector:• Raise standards (Code of Ethics, etc.)• Detect and denounce fraud if it happens (registered or

non-registered schools)

Promote schools:• Various tools (website, etc.)• Tradeshows• Media

NACC’s Objectives

India:• Large international market• Increase in need for vocational training• Growth in financial capacity to pay international tuitions• Increasing contacts between Canada and India (Free

Trade Agreement negotiations, etc.)

French North Africa:• Traditional market for Francophone PCCs

Vietnam:• Growing but (somewhat) untapped market• Long-term objective – slow growth

Target Markets

• Education potential in Canada – bringing international students to Canadian career colleges

• Sale of curriculum

• Partnerships, joint ventures and opening of campuses in India

What Should We Market?

• Increase in communications about:– Website (January – March)– Code of Ethics (February – March)– Marketing Tools (February – December)– NACC Immigration Consultant (February – December)

• Delegation to Vietnam (April)

• Tradeshows in India – follow upcoming announcements (April – May)

• Reception in Foreign Diplomats in Ottawa (November)

Coming Up…

Finding and Working with Agents

Caroline LévesqueInternational Consultants for Education and Fairs (ICEF)

• According to the OECD, more than 4.1 million tertiary-level students were enrolled outside their country of citizenship in 2010.

• As the international education industry has grown, two interconnected dynamics have risen:

1 - Education institutions are attempting to recruit students from an increasingly diverse range of markets, for a correspondingly diverse range of programs.

2 - Students in these markets are faced with a much greater choice of study abroad options at the country, institutional, and program levels. Related to this, they are being courted by a far wider range of education institution.

Changing Landscape

• Provide thorough, accurate, current information on study options

to students

• Maintain good, transparent working relationships with institutions

• Participate in ongoing professional development and attain

membership in prestigious international education associations

• Establish a track record of matching students to the very best

possible study environment for their individual needs

• Are known to both student and institutional clients as trusted,

professional experts

Many Agencies Have Built Businesses That Offer Real Value to Educators, Students and Families

How can institutions select high-quality agents?

How best can they engage with these agents to ensure a high standard of service for students?

• International fairs and conferences

• Online: Websites, LinkedIn, etc.

• Visit agents in their home countries

• Quality-control screening process for agents that is considered to be the most stringent in the industry

• ICEF Agent Status (IAS)

• Regularly evaluated to ensure ongoing compliance with ICEF‘s standards

• Most provide references every two years

ICEF Quality Controls & Professionalization of Agents

ICEF Workshops Cover The World

• What geographical area do they cover?

• Company history - how long have they been in business?

• What is their company structure & number of staff?

• How many students do they handle each year?

• What other institutions do they represent (#, type, location)?

• How do they promote their agency?

• Are they members of an association?

• What marketing services do they provide?

• Other than student recruitment, what business activities do they engage in?

Meeting With Agents – Key Questions

ICEF Training Course (IATC)

• Tests agent knowledge of the industry, key destinations, fundamental skills, ethics and operations

• ICEF Trained Agent Counsellors (ITACs)

• ITAC Finder www.icef.com/itacfinder

Canada Course for Education Agents (CCEA)

• Understanding of why Canada is a top destination

• Study options available

• How to apply, costs, scholarships

• How to best prepare to studying and living in Canada

• Canada Course graduates http://www.icef.com/agent-training/canada-course/canada-course-graduates/ccgfinder.html

Training & Professional Development Opportunities for Agents

Vary between the time and the duration of the program

Most common, effective and transparent:

• Per head commission calculated on international student tuition fees (10-15% to 15-25%)

Other forms of compensation:

• Set fee per head as marketing allowance

• Retainer fee over defined time period

• Student is charged (advising / handling / service fee)

* Payment procedures should be clearly stipulated and strictly adhered to

* Commission is paid once the student has arrived at the school and after the registration drop date has passed

Various Compensation Structures

• Financial incentives

– Standard / variable commission rates

– Bonus (student volume & quality)

• Non-financial incentives

– Fam trips, scholarships, free courses for agent staff

– Organize competitions, reward program

• Best is combination of both – Set up a performance based agent incentive program with points and prizes

Motivation & Incentives

• Provide continuous training and constant communication in order for the agent to accurately represent your institution

• Ensure your agents are part of an integrated marketing plan and leverage them in your other marketing activities (internet, exhibitions, advertising)

• Encourage agents to visit your school / campus as they will find it much easier to market an institution they have seen for themselves

• Ensure that the agent’s promotional materials are regularly updated and, if possible, produced in the representative’s language

Building Successful & Productive Relationships

• Produce an agents’ manual including: relevant contact information, programme descriptions, accommodation options, details of student services, visa requirements, financial aspects (fees, payment, cancellation procedures)

• Keep your institution’s profile a priority in the agent’s mind by sending regular updates on school activities

• Provide agents with financial and non-financial incentives (i.e. free courses for agent staff, scholarships, organise competitions)

• Ask for and pass on student feedback

• Review your requirements and contracts periodically

Building Successful & Productive Relationships

1. They work closely and collaboratively with institutions amid an atmosphere of mutual respect

2. They put the student first

3. They are in it for the long haul

The Most Successful Agents Have 3 Things in Common:

Direct Marketing

Adrian SharmaCareer Colleges Ontario Board of Directors

• Approval Rates

• Identify the Market

• Reactive Marketing

• Proactive Marketing

• Advantages of Direct Marketing

• Disadvantages of Direct Marketing

• Ethical Practices

Course Contents

International Students with a Valid Permit on December 31st by Top 10 Countries of Citizenship

Source: http://www.cic.gc.ca/english/resources/statistics/facts2013/temporary/4-2.asp#fn23

Country 2011 2012 2013

People’s Republic of China 68,469 81,444 95,731

India 27,339 32,243 34,887

Republic of Korea 22,631 20,285 19,123

France 12,715 14,748 16,486

Saudi Arabia 14,180 13,930 13,955

United States of America 12,191 12,302 12,263

Brazil 3,270 5,126 7,757

Nigeria 4,432 5,481 6,903

Japan 6,018 6,486 6,604

Mexico 4,801 4,977 5,306

China remains the largest education market in the world. Over 300

million students are enrolled in the school system up to and including

university. Each year, 7 million students write entrance exams for

university. Over the past 20 years, 300,000 students have studied

abroad. The most popular destinations for students from China

include the UK, Australia, Canada, USA and Germany. Student permits

to Canada peaked in 2002 with a total of 17,000, but only 8,000 were

issued in 2005. Most requested programs include Business, Computer

Science, Tourism and Engineering.

China

• Population: 1.33 bn• GDP: $3.94 trn• GDP per head:

$2,960

Parents and students from China still consider a degree the most

important factor in education, but college education with co-op

placements are gaining in popularity. The overall market has changed

in recent years with many institutions offering their programs in

China. Chinese students and representatives are more aware of the

options offered to them globally. Students often shop and compare

before making a final choice. Flexibility and cost are important

factors in their selection of a school. Canadian education is highly

regarded. Partnerships with credible institutions in China may be a

means to recruit students directly into the College. Recruitment

advantages include a carefully selected agent network, well-

structured recruitment seminars and on-site admissions.

Opportunities & Challenges

India

Of the 10 to 15 million students seeking entrance into Indian

universities, only 6 million will find spaces. Over 100,000 Indian

students study abroad each year. The top destinations are the US, the

UK, and Australia followed by Canada. It is estimated that half a

million Indian families can afford overseas education. The Indian

government continues to push for economic growth, and India is

ranked 4th in the world for purchasing power.

• Population: 1.13 bn• GDP: $1.33 trn• GDP per head:

$1,130

Since many Indian students already have university degrees, they

often look to supplement their education with practical training from

Canadian colleges. Programs of interest include Mechanical

Engineering, Biotechnology, Business, and Information Technology.

Graduate Certificate programs are in high demand, and co-op

placements are very attractive to Indian students.

The perception of Indian students about the Canadian college system

presents a challenge. They expect advanced standing as the result of

their university courses. Indian students also look for good value for

their money and shop around using local Indian agents as resources.

Opportunities & Challenges

Reactive Marketing

• Social Media• SEO

  Proactive Marketing

• Agents• Agent Fairs• Career Fairs• Educational Institutions

Reactive/Proactive Marketing

• Brand control

• Direct relationships with influencers, decision makers and end-users (students)

• Personal touch

• Tailored message to "in person" audience

• Opportunity to visit with local Canadian embassy/consulate offices

Advantages of Proactive Marketing

• Higher upfront cost- Travel (transportation, accommodations and meals)- Promotion (fair fees, advertising, etc.)- Human Resources (salary for sending representatives to countries)

• Chance of having no return on investment

• Time required to make trip (two weeks minimum)

• Representatives from educational institutions need to be trained in cultural sensitivity to deal with various issues

• Difficult to find representatives who are "internationalists" and willing to put in the hours to build the relationships

Disadvantages of Proactive Marketing

• Reputation of Third Parties (agents)

• Providing Immigration Advice (Bill C-35)

• Use of Representative Forms

• Collaboration in our Industry – Non-Transfer

Ethical Practices

Regulated International Student Immigration Advisors

Bob BrackImmigration Consultants of Canada Regulatory Council (ICCRC)

Healthcare for International Students

Stephanie HiltzIngle International

Monica AgiusSt. Andrew’s Insurance

“The Government of Canada does not pay for the medical

costs of foreign students. Health coverage for foreign

students varies among the provinces. Contact the school

to which you are applying to receive more information

about medical coverage and health insurance.”

Citizenship & Immigration Canada

1) No involvement — accept any insurance from anywhere - No control, least amount of work for school, riskiest option for

students 2) Have set standards and options for your students - Medium level of control, high workload for school, flexible for

students

3) Arrange for insurance on behalf of your students with one company - Highest level of control, easy for school, safest for students

Different health insurance policies offer different levels of coverage — not only in terms of benefits, but also with limits and eligibility.

Choices For Schools

Why Is Insurance From A Canadian Company Ideal?

Key Advantages to Using a Canadian Company

Experts on the Canadian System Overall Policy Limit

Benefit Variety and Limits Faster Claims Turnaround

24/7 Emergency Assistance Multilingual Representatives

Access to Information During your Business Hours Fair Pricing and Direct Billing

How Much Can It Cost?

• Family Members

• Agents

• School Administrators

• Emergency Assistance Department

• Insurance Companies

• Healthcare Providers

• Claims Managers

• Others

It Takes An Army… Who Gets Involved?

Consider partnering with an international student insurance provider and do your research!

It is important to choose a company that can provide you with all of the tools necessary to help your international students in the event of a medical

situation.

Managing Risk

• Mental health support is crucial to the personal success of any student

• International students are especially vulnerable to mental illness

• Look for resources provided by your insurer to help educate your staff and students to aid mental health or prevent mental illness

Be Aware!

www.studyinsured.com/health-tips/educators-agents/student-mental-health

To maintain a healthy international

reputation, it is important that your

students are well cared for while away from

home.

Your insurer should be able to answer all of your questions regarding coverage and processes

Get the right support!

If you are unsure about a plan or product -- just ask!

English as a Second Language (ESL) Support and Programs

Carmen ValeroCareer Colleges Ontario Board of Directors

Centre for Canadian Language Benchmarkshttp://www.language.ca

Canadian Language Benchmarkshttp://www.cic.gc.ca/english/pdf/pub/language-benchmarks.pdf

Language Assessment & Standardized TestingTOEFL: http://www.ets.org/toefl

IELTS: http://www.ielts.org

ESL Books & Resourceshttp://www.longmanesl.ca/pdf/2013-elt-catalogue.pdf

http://info.englishcentral.net/EC-2014-Catalogue%20%282%29.pdf

ESL Faculty & Teachershttp://www.teslontario.org

ESL Support & Programs