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The Australia New Zealand Agent (ANZA) Workshop 2009
SKYCITY Auckland, April 22 – 24
How to maximize your Workshop experience - for Educators and
Exhibitors
Agenda
ICEF Workshops
Pre-Workshop: Choosing Agents
Pre-Workshop: Preparation
During the Workshop: Parameters
During the Workshop: Maximising your Time
During the Workshop: Cultural Awareness
Meeting with Agents: Key Data
Meeting with Agents: Key Questions
Selling your Institution
Post-Workshop: Follow-Up
Post-Workshop: Agreement
How to Maximise your Working Relationship
ICEF Workshops
• The world’s premier networking forums with quality pre-
screened agents
• 2 days of one-to-one business appointments with relevant and
quality agents
• Appointments serve dual objectives of meeting with new
contacts or maintaining existing relationships
• Workshop meals, refreshment breaks and evening functions
offer further valuable networking opportunities
• ½ day of Market Intelligence Seminars providing latest
research on industry trends
ICEF Workshops cover the world
ICEF Workshops occur annually in nine locations around the world
Each Workshop focuses on a different market and attracts participants from various parts of the world
Which Workshop best suits your international student
enrolment goals?
Pre-Workshop: Choosing Agents
eSchedule PRO:
- Update your own eSchedule PRO profile to ensure correct company information to be viewed by agents
- Filter agents by country and programmes of interest
- Review agents profiles on eSchedule PRO to ensure compatibility with your offerings
- Request / re-request appointments and revisit site regularly to secure adequate meetings
- Request 2 or 3 x the appointments you want as 50 – 65% of all meeting requests are ignored or declined
Send promotional material in advance to “confirmed” agents
If possible, provide information in local language
Pre-Workshop: Preparation
Familiarise yourself with information applicable to agent countries: visa requirements, education system, admissions requirements, credit transfers
Design your own agent questionnaire
Print out “Meeting Report” version of your eSchedule PRO appointment schedule shortly prior to the event - agent profile, place for notes
Bring some sort of filing system
Bring stapler to fasten business cards to agency description
Bring digital camera to take photos of agents you meet
During the Workshop: Parameters
Badges & neck cords (educators blue / agents red)
Workshop catalogues, section index
20 min. business appointments
Additional appointments can be scheduled each morning
between 8:30 – 9:00 – be at your table / booth
Meeting hall layout
Agent message boxes
“No show” policy / Agent “no selling” rule
During the Workshop: Maximising your Time
Use Workshop catalogue as resource throughout event
Schedule additional appointments using the agent message
boxes
Make sure you are available at your table early in the morning
between 8:30 – 9:00 in case agents wish to schedule further
appointments
Notify ICEF staff if participants do not show for appointments –
ICEF No-Show policy
If required, schedule appointments during meals, refreshment
breaks, receptions (eSchedule PRO allows you to unblock
these timeslots)
Invite agents to join you for breakfast, lunch and / or dinner
During the Workshop: Cultural Awareness
Be aware of regional ways of behaviour (greeting, approaching)
Start & finish your appointments on time - some agents out of
consideration may not interrupt your appointment to let you
know they are waiting
Book additional appointments if you need extra time
(refreshment breaks, lunch, evening functions)
Look out for agents interested in having an appointment with
you - some agents may be timid and not approach you in a
direct manner
Meeting with Agents: Key Data
Meeting with Agents: Key Questions
What is your core business?
Do you have offices in other countries / regions?
How many student counselling staff do you employ and what are
their qualifications?
Is your agency already sending students to (my country) and if
yes, how many in the last 12 months?
What other institutions / programmes in my country do you
already represent?
Are you familiar with the education system in my country?
What other services do you currently provide for students
(counselling, travel, language training & testing,
immigration…)?
How do you promote your agency (website, brochure,
education events, advertising…)?
What marketing services* do you provide (arrange
advertising, coordinate visits, participate in recruitment
fairs)?
Other than student recruitment, what other business
activities does your organisation engage in?
* services might be at additional costs
Meeting with Agents: Key Questions
Selling your institution
• Unique selling proposition (USP)
• Range of programmes including strengths
• Teaching standards (teacher qualifications, student /
teacher ratio, max. class size, student mix)
• Curricular and extra curricular activities
• Student care & welfare (health, security, guardianship,
special needs)
• Accommodation options • Course / subject & general living expenses• Location features (climate, travel & recreational options,
social and cultural life…)
Post-Workshop: Follow-Up
Establish contact with agents asap after the Workshop
Remember you are competing with other educators for agent‘s
mind space, attention and loyalty
Keep in touch regularly (telephone, email, ICEF Online) and
always respond promptly to agent enquiries and questions
Upload all your marketing materials into your ICEF Online profile
- for agents to download and order
Invite agents to visit your institution (outside of workshop hours)
Participate in pre and post-workshop familiarization tours
Conduct agent training sessions (eg via Skype or Webex)
Post-Workshop: Agreement
Respective roles & responsibilities
Business plan (marketing strategy, budget)
Targets in terms of student numbers and quality
Compensation model, payment terms
Cost recovery of marketing and other expenses
Dispute settlement clause, legal jurisdiction
Duration of contract and termination clause
Cancellation Policy / Deposits
Ensure you have a written agreement, outlining:
How to Maximise your Working Relationship
Provide continuous training and constant communication in
order for the agent to accurately represent your institution
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
Respond promptly to the agent’s enquiries
How to Maximise your Working Relationship (cont.)
Produce an agent manual containing: relevant contact information,
programme descriptions, accommodation options, details of student
services, financial aspects (fees, payment, cancellation procedures)
Keep your institution’s profile a priority in the agent’s mind by sending
regular updates or newsletters
Provide agents with financial and non-financial incentives
(i.e. free courses for agent staff, scholarships, organise
competitions)
Set up monitoring and review procedures
Thank You!
Please visit the registration and hospitality desk at any
time throughout the event with questions or requests.
We wish you a successful Workshop!
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