Transcript Making the Most of SIEM - British Council
MAKING THE MOST OUT OF SIEM
Oliver Phillips – Senior Account Manager, UK Cathy He – Education Manager, China Zainab Malik – Education Analyst, Hong Kong Anna Esaki-Smith – Editorial Director, Hong Kong Stephen Farnsworth – Global Exhibitions Manager, UK
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AGENDA
SIEM – Introduction & the story so far Oliver Phillips Good practice case studies Cathy He Making the most of education intelligence Zainab Malik & Anna Esaki-Smith Making the most of exhibitions Stephen Farnsworth
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WHY SIEM?
You want…
Access Flexibility Transparency Quality
We want…
To maintain strong relationships with the UK education sector
We all want…
To ensure the positive development of UK education as a high quality option for international audiences To contribute to the positive and sustainable development of the UK’s international education industry …a partnership!
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SIEM SO FAR
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SIEM SO FAR
50+ countries Around 200 staff globally Reaching millions of prospective students through GREAT and Education UK 5000 + services delivered to 365 institutions annually www.britishcouncil.org/siem
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SIEM SERVICES
Marketing products Professional training and development Exhibitions Education Intelligence Partnering and consultancy
Service menu designed to be enabling, not restrictive. Tell us what you want to achieve and we will find a solution to suit you…
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HOLISTIC SOLUTIONS
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OUR NETWORK
Get connected… We want to get to know you. Contact staff for a free briefing.
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ACCOUNT MANAGEMENT
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ACCOUNT MANAGEMENT
Keep us informed – we’re here to help Can service requests across multiple countries The front line for customer service An increasing number of institutions are inviting us to planning days www.britishcouncil.org/siem
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BRITISHCOUNCIL.ORG/SIEM
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This presentation contains information sourced either by the British Council itself or in collaboration with its research partners and is of a general nature. While the British Council makes every effort to ensure that the information provided in the presentation is accurate and up to date, the British Council makes no warranty (whether express or implied) and accepts no responsibility for the accuracy or completeness of the presentation.
The British Council does not assume any legal liability, whether direct or indirect, arising in relation to reliance on the presentation. Any references to third party organisations in this presentation are not an endorsement by British Council of those organisations.
www.britishcouncil.org/siem © 2013 British Council
The British Council is the United Kingdom’s international organisation for cultural relations and educational opportunities.
www.britishcouncil.org/siem
© 2013 British Council. All rights reserved. This document may not be amended, copied or distributed without express written permission.
MAKING THE MOST OUT OF SIEM
Best Practices British Council China
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CASE STUDY 1 – X UNIVERSITY
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MARKET NEED
Establish presence in China - build up partnerships - explore joint programmes - identify direct recruitment opportunity www.britishcouncil.org/siem
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BRITISH COUNCIL SOLUTION
Four phases in 2 years: 1. Understanding the market – scoping report 2. Raising profile – coordinated visiting programmes 3. Building partnership – networking events 4. Establishing joint programmes and recruiting students – brokering services www.britishcouncil.org/siem
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OUTCOMES
So far,
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four partnership agreements signed a wide network of key contacts developed the first winter school programme in Jan 2014 the first batch of students to be recruited in next autumn
“…our relationship with British Council has felt bespoke – entirely tailored to delivering on our needs and wants.”
Next step: facilitate the setup of two joint programmes and student recruitment www.britishcouncil.org/siem
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CASE STUDY 2 – Y COLLEGE
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MARKET NEED
Facing difficulties to recruit students in China
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unwillingness of agents to send students ineffectiveness of promotion lack of support from partner schools declining student numbers www.britishcouncil.org/siem
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BRITISH COUNCIL SOLUTION
1. Market and partner analysis 2. Identify the right markets & right partners 3. Develop a new agent strategy 4. Build up capacity and knowledge 5. Develop robust marketing approaches 6. Year-round marketing campaign www.britishcouncil.org/siem
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OUTCOMES
DOUBLE its first-year student enrolment from mainland China
“The SIEM consulting team have been very helpful and supportive of our recruitment initiative…... The specialist and targeted guidance has helped us to increase student numbers significantly ... Super work!”
Next step: develop the T2 markets and engage more on digital marketing www.britishcouncil.org/siem
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CASE STUDY 3 – Z SCHOOL
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MARKET NEED
Recruit students in East Asia - Which markets to focus on & why - Which marketing channels www.britishcouncil.org/siem
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BRITISH COUNCIL SOLUTION
Two phases: Phase 1: - A market background briefing with 5 countries - 3 markets selected - Market strategy & marketing activities advised Phase 2: - A seamless visit programme covering 3 markets over 12 days provided www.britishcouncil.org/siem
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OUTCOMES
- Gain an on the ground understanding of each market - Shortlist a number of qualified agents - Meet prospective students and parents
“The visit was very successful and that assistance and organisation provided by you and your colleagues at the British Council was first class with us making some very productive associations with the agents with whom you arranged introductions.”
Next step: follow up visits & advise on marketing strategies for coming years www.britishcouncil.org/siem
© 2013 British Council. All rights reserved. This document may not be amended, copied or distributed without express written permission.
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This presentation contains information sourced either by the British Council itself or in collaboration with its research partners and is of a general nature. While the British Council makes every effort to ensure that the information provided in the presentation is accurate and up to date, the British Council makes no warranty (whether express or implied) and accepts no responsibility for the accuracy or completeness of the presentation.
The British Council does not assume any legal liability, whether direct or indirect, arising in relation to reliance on the presentation. Any references to third party organisations in this presentation are not an endorsement by British Council of those organisations.
www.britishcouncil.org/siem © 2013 British Council
The British Council is the United Kingdom’s international organisation for cultural relations and educational opportunities.
www.britishcouncil.org/siem
© 2013 British Council. All rights reserved. This document may not be amended, copied or distributed without express written permission.
Education Intelligence
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Making the most of Education Intelligence
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Education Intelligence
Global research
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Education Intelligence
Education Intelligence annual subscription packages
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Education Intelligence
Education Intelligence reports
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Education Intelligence Education Intelligence data tools
(exclusive to subscription holders)
Higher Education Student Data tool Student Insight Data tool Education Intelligence: Interactive Access
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Education Intelligence
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Education Intelligence: Interactive Access
Exclusive free trial for all UK institutions The free trial runs from 5 December 2013 to 31 January 2014. Two simple steps to access the tool, for free: 1.Go to http://ei-data.siem.britishcouncil.org/ 2.Login with your personal British Council Services for International Education Marketing (SIEM) account
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Education Intelligence
Strategic consulting
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Our expertise
Internationalisation strategies Market scoping English language Skills sector New models of transnational delivery Emerging markets Market-course alignment Programme monitoring and evaluation Niche programmes Competitor analyses Stakeholder views Delivery of blended learning Employability
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Education Intelligence
Making the most of Education Intelligence
General trends
• The shape of things to come • The future of the world’s mobile students • Megatrends • HESA data • EI scoping research
Market environment
• Country Briefs/Interactive Access • TNE data • Student Insight • Portrait of a TNE student • Partnership Access • Inside Guide Pakistan
Strategic research
• Market assessment • Demand • Sentiment audit • Competition & partners • SWOT • OTG environment
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Education Intelligence
Feel free to contact Education Intelligence for more information: [email protected]
Thank you!
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MAKING THE MOST OUT OF EXHIBITIONS
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