jodie marketing & promotion agm 09 - english uk · jodie gray, international marketing manager...
TRANSCRIPT
English UK Marketing & Promotion – review &
opportunitiesJodie Gray, International Marketing
Manager & Annie Wright, Deputy Chief Executive (Business Services)
1. Marketing & Promotion activities and how to make the most of your membership
2. Towards a marketing strategy for 2010-2012
Making the most of your membership
1.Market Intelligence
2.Agent liaison & student recruitment
3.Marketing Communications
Marketing & Promotion activities
A.Market research
B.Scoping visits & market reports
C.Statistical information
Activities – 1. Market Intelligence
A. Market Research
• Desk-based research of important or developing marketsE.g. Brazil, Turkey, Mexico & more – all added in last year
• Plus – research reports collected from other organisationsE.g. Education UK Country Profiles from non-partnership countries – Bahrain, Kuwait, Oman, Yemen, Saudi Arabia, OMIS reports
Activities – 1. Market Intelligence
A. Market Research
Activities – 1. Market Intelligence
www.englishuk.com/en/members/marketing-promotion/market-research-reports
B. Scoping visits & market reports
• Scoping visits to new and developing markets• Cost per member = low• Often carried out in association with British
Council & UKTI (OMIS)E.g. Sri Lanka – November 2008, Azerbaijan –November 2008
• Plans for 2009 – visits to Argentina, Chile, Vietnam, Indonesia
Activities – 1. Market Intelligence
B. Scoping visits & market reports
Activities – 1. Market Intelligence
www.englishuk.com/en/members/marketing-promotion/market-research-reports
C. Statistical information
• Vital for informing members about trends in student recruitment
• Used by English UK in lobbying Government and other bodies
• All members required to submit data annually →Annual Statistics report – available online
Activities – 1. Market Intelligence
C. Statistical information
• Core group return detailed marketing statistical data on a quarterly basis – allows you to compare performance against the core group aggregate on a market by market basis
• Current cohort – January 2008-December 2010 (3 years) – 69 centres
• All members invited to join next 3 year cohort starting January 2011
• More information? Email [email protected]
Activities – 1. Market Intelligence
A.StudyWorld
B.Overseas agent fairs
C.Overseas events & missions
D.Inward missions
Activities – 2. agent liaison & student recruitment
A. StudyWorld
StudyWorld London 2008• 420 agents from 52 countries• Top 15 markets represented by agents: Russia, Spain,
Italy, Turkey, United Kingdom, France, Germany, China, Colombia, Ukraine, Poland, Brazil, Switzerland, Hong Kong, Japan
StudyWorld London 2009• 7-9 September• 250 agencies already registered• Members benefit from a significantly discounted rate –
typically saving at least £400
Activities – 2. agent liaison & student recruitment
B. Overseas agent fairs
• Organised by the ELPG• Very cost effective• 1.5 days of one-to-one appointments, seminar
programme, networking events• Open to English UK members only• Agents recruited from our A list plus through
British Council and UKTI (OMIS)• Small-scale – boutique – 70 participants• Held in resort locations
Activities – 2. agent liaison & student recruitment
B. Overseas agent fairs
• The Cancun Fair – March 2007• The Hong Kong Fair – February 2008• The Al Ain Fair – April 2009
• ‘It was one of the friendliest and most relaxed workshops I’ve ever taken part in & it looks as if we have already secured 2 bookings from new agents!’
• The São Paulo Fair – October 2009Early bird booking rate extended to 01 June - £1625
• 2010 – Hungary (Central, Eastern, Southern Europe) & Vietnam (Asia Pacific)
• More information? Newsflash & www.englishuk.com/en/members
Activities – 2. agent liaison & student recruitment
C. Overseas events & missions
• Educating agents - Joint EUK/UKBA visa briefing sessionsE.g. (2009) Turkey, Kazakhstan
• Educating agents – attendance at B2B agent conferences and hosting EUK agent briefing sessionsE.g. British Council China National Agent Conference April 2009
• Mini-workshops & overseas missionsE.g. (2008) Colombia
• Attendance at B2C student fairs – EUK villages & brochure rackingE.g. Turkey (IEFT)
• More info? Newsflash & www.englishuk.com/en/members
Activities – 2. agent liaison & student recruitment
D. Inward missions
• 2-3 times a year (1 week duration)• Typically 6 showcases + 2 workshops – 28 members
participate• ~ 12-15 agents, accompanied by an EUK member of
staff• Hosting region rotates & often multi-country
• Always oversubscribed - information released by email, Newsflash and on the website. Apply early!
Activities – 2. agent liaison & student recruitment
D. Inward missions
• Colombia & Mexico – November 2008 – London & the South-west
• Asia-Pacific – May 2009 – Northern England (in association with English UK North)
• Slovenia – August 2009 – London, Cambridge & SE region (visiting summer young learner programmes, funding from UKTI)
• Middle East/Central Asia – October 2009 – region TBC
Activities – 2. agent liaison & student recruitment
A.English UK website
B.English in the UK guide
C.E-newsletters
D.Press & PR
Activities – 3. Marketing Communications
A. English UK website• 2nd generation website launched January 2009• Students’ area translated into 10 languages• SEO campaign
Making the most of your online profile• Have you included a photo?• Keyword search – make sure that you mention your
USPs in the centre description• Update your profile regularly• Contact [email protected] re. student profiles and
interesting stories for news articles – we’ll include a link to your centre profile
Activities – 3. Marketing Communications
A. English UK website
Activities – 3. Marketing Communications
Student profiles –link to member centre’s online profile
A. English UK website
Activities – 3. Marketing Communications
Student news –story about a member centre offering an ESP course in hospitality (including link to online profile)
B. English in the UK guide
• Members profile exported from online profile in July – ensure that this up-to-date
• 100,000 copies distributed to agents and British Council offices worldwide, available from EUK stands at B2C/B2B events, included in delegate packs for agent fairs + requested through the website
Activities – 3. Marketing Communications
C. E-newsletters
• Newsflash – marketing opportunities plus news & developmentsArchive online
• English UK News – sent quarterly to agentsIdeas for stories or articles? Contact [email protected]
Activities – 3. Marketing Communications
D. Press & PR
• Do you have any newsworthy stories to tell relating to the UK's ELT sector?If so, contact [email protected]
• Interviews/articles used on the English UK website
• We also try to place these in local media in the student’s home country/relevant markets
Activities – 3. Marketing Communications
• Enterprises Board & English UK staff in early stages of devising marketing strategy for 2010-2012
• Aims –i. facilitate recruitment of students for members ii. provide general marketing of UK + accredited ELT sectoriii. promotion of member centresiv.market intelligence
Towards a marketing strategy for 2010-2012
What’s working for you? What would you like to see in ourmarketing plans for 2010-2012?
Feedback so far:• Continued focus on new/developing markets
• More inward missions
• Market intelligence is very important
• We like the small-scale overseas fairs
Towards a marketing strategy for 2010-2012
www.englishuk.com