Transcript Canadian Consortium for International Education Marketing

Brand Canada:
The Consortium for
International Education Marketing
Jennifer Humphries
Synergy Conference
Mississauga, October 6, 2011
Members
of the
What
is
CCIEM
Canadian Consortium for International Education Marketing
About the Consortium
Established June 2010; Steering Committee meets monthly, chaired by CBIE’s President,
Karen McBride
Leading national associations: representing the vast majority of public institutions
Eligible to use Imagine education au-in Canada brand
Goal: Increase the share of students coming to Canada and enhance the position of
Canadian education providers in the competitive global market
Objective: Support a more strategic, coordinated approach to the existing international
marketing efforts of Canadian institutions and work with other stakeholders closely to
take the Canada brand to the next level
Overview…
We believe:
 We can contribute to the national objective of bringing more international
students to Canada
 We can contribute to more coordinated national action through
structured collaboration among our associations and with stakeholders
 We can highlight pathways between the various parts of the
Canadian education system to international students, parents, governments
 Full engagement of institutions and the organizations that represent them is
key to achieving sustainable results in education marketing
Overview…
We recognize:
 Collective action is required to improve Canadian educational institutions'
competitiveness
 Competitive advantages can be achieved through cross-sectoral cooperation –
Federal and P/T Governments, K-12 through Post-Doctoral, Public and Private Sector
We wish to:
Leverage the significant resources and expertise of the five
associations comprising hundreds of member institutions
Work in partnership with the Federal and P/T Governments, other
associations, training agencies, private sector institutions
Identify and fill gaps, not duplicate efforts
Fundamentals
 We are getting our national act together in order to bring greater
cohesion to a disparate sector
 We need to move forward in partnership and close cooperation with other
key stakeholders – communication and transparency are essential
Building Effective Partnerships:
 We value the role, expertise and input of other organizations at the
national and provincial levels
 We will explore opportunities to engage and establish partnership
arrangements on specific activities that will achieve greater results
through cooperation
 We have engaged CMEC and DFAIT as observers to the Steering
Committee; CIC invited
Action 1: Visibility
 Enhanced visibility in selected market countries
 Delivery in person and using social media and web

In-country representatives and key partner organizations

Alumni associations

Education fairs, conferences, seminars and missions
Action 2: Knowledge for Marketing
 Enhancing the knowledge of educational institutions through training on best
practices and new professionals’ training, and by conducting research on
market trends and Canada’s value-added features, etc.
 Enhancing the knowledge of Government officials (e.g. Trade Commissioners)
via backgrounders and updates (in person and by webinar)
Activities include:
 Professional development
 Resource development
 Market research
Action 3: Communication and Cohesion
 Mapping of events to leverage our collective presence across the globe
 Sharing success stories, best practices and news
Action 4: Virtual Presence
 Canada needs a more robust virtual presence: contemporary, exciting and
targeted to the audience
 Social networks, peer counselling and blogs, effective use of local
languages
Action 5: Facilitate Study Permits/Visas
 Collaborate with CIC to enhance international student program
 CIC participation at CBIE and other Consortium member Conferences
 Build on successful models, e.g. Student Partners Program
Action 6: Pathways
 Canadian education has a reputation internationally for great pathways
between sectors and levels
 Our research is discovering to what extent this is justified, how we can
improve pathways, and how we can use this feature to our advantage in
marketing and promotion
 Pathways research report to be launched at CBIE Conference in November,
with follow-up sessions at other events by sector
 Research conducted by Dr. Dan Guhr, ICG – 12 case studies and results of
survey of all sectors
Activities 2010 to Present
 Meetings with: CMEC, Ministers and Deputy Ministers; DFAIT, Minister of
International Trade
 ICEF Berlin 2010 and 2011; ICEF Vancouver 2011 – Key events for
Education Advising Agents
 Research: Pathways conducted 2011 – Report launch at CBIE Conference
November
 Webinars for Trade Commissioners 2011
 Advocacy: Federal Budget 2011 – Investment and Expert Advisory Panel
Consortium Contacts
Jennifer Humphries, CBIE [email protected] – www.cbie.ca
Paul Brennan, ACCC [email protected] – www.accc.ca
Gail Bowkett, AUCC [email protected] – www.aucc.ca
Geoff Best, CAPS-I [email protected] – www.caps-i.ca
Gonzalo Peralta, Languages Canada [email protected] –
www.languagescanada.ca