Upload
leo-emmanuel-k-gonzales
View
91
Download
0
Embed Size (px)
Citation preview
5/8/2018 ESL Presentation 29March - slidepdf.com
http://slidepdf.com/reader/full/esl-presentation-29march 1/43
5/8/2018 ESL Presentation 29March - slidepdf.com
http://slidepdf.com/reader/full/esl-presentation-29march 2/43
5/8/2018 ESL Presentation 29March - slidepdf.com
http://slidepdf.com/reader/full/esl-presentation-29march 3/43
Travel and Learning
� People from countries such as Japan, Korea ,China and Taiwan see theopportunity to learn (culture, language, formal education) as a compellingreason to travel.
� ESL opportunities from these markets will help grow tourism and bring economicbenefits to the CNMI.
� Education is a positive and clean industry which is likely to be welcomed by thelocal community. In fact, an increase in the number of educational opportunitiesfor foreign students can also bring some benefits for local students.
5/8/2018 ESL Presentation 29March - slidepdf.com
http://slidepdf.com/reader/full/esl-presentation-29march 4/43
� Over the past few years, the subject of and ESL has beenrecognized and discussed as a good opportunity by:
± Tour agents
± Hotels, airlines
± Other business leaders
± Northern Marianas College
� The CNMI is one of the closest English-speaking destinations tocountries identified as prime markets for ESL
� The CNMIs main tourism markets are also the same marketsfor ESL learning. Their huge outbound numbers prove that themarket for ESL learning is extremely large.
� Guam is in a similar stage of ESL development, and currentlyhas more exposure for its schools, but is limited frommarketing to China.
Is there good potential to growESL in the CNMI?
5/8/2018 ESL Presentation 29March - slidepdf.com
http://slidepdf.com/reader/full/esl-presentation-29march 5/43
Anumber of countries, like the US, Canada, UK, Ireland,
Australia, and New Zealandhave now been capitalizing on a growing demand for learning English by developing
ESL programs and attracting outbound travelers from the top source markets ofNortheastAsia.
While the CNMI aims to eventually target the four main markets for ESL, Koreashould be given particular attention by the CNMI at this time due to its increasingarrivals stats, its recent investments to the island and its keen interest in ESL
Korea Japan China Taiwan
Travel and Learning
5/8/2018 ESL Presentation 29March - slidepdf.com
http://slidepdf.com/reader/full/esl-presentation-29march 6/43
Travel and Learning
Korea:� Natural English-speaking countries are still the main destination of Korean Outbound
Students. over 65%
� Other factors, such as proximity to Korea and culture may serve as the main impetus for travel to China and Japan. In Southeast Asia, the Philippines pulls in the largest number ofKoreans for study purposes
� Over 80% of the Korean Students are self-funding for their study abroad, following 11% ofCollege Scholarship, 4% of foreign or Korean Government's Scholarship. This implies bothdirect promotion with Education agents and International Exchange with Korean Collegesare critical to reach the student group considering study abroad.
5/8/2018 ESL Presentation 29March - slidepdf.com
http://slidepdf.com/reader/full/esl-presentation-29march 7/43
Korean students traveling abroad for education makes up 4.3% of Koreanoutbound travelers. There is likely a larger, potential ESL student market mixed-inwith Pleasure travelers. It is this mixed market that the CNMI can tap. 77 percentof Korean travel to the Pacific was for Pleasure.
K
orean Outbound Purpos
e of Travel
Travel and Learning
5/8/2018 ESL Presentation 29March - slidepdf.com
http://slidepdf.com/reader/full/esl-presentation-29march 8/43
Some academic institutions and private entities have venturedinto the ESL business on their own and are now offering ESL
courses to foreign students
Inventory:NORTHERN MARIANAS COLLEGE� NMC assists students in obtaining student visas from the CNMI
government and there is no entrance examination requirement at NMCfor students taking ESL.
�
Fairly extensive program� $195.00 per credit hour � Course is 3-6 credits� International students must carry a 12 unit load and be a full time
student in order to qualify for a 1 year visa� If student is already here on visa, it is easier for him/her to take part time
classes�
Currently about 140-150 international students enrolled
What does the ESL environmentIn the CNMI look like?
5/8/2018 ESL Presentation 29March - slidepdf.com
http://slidepdf.com/reader/full/esl-presentation-29march 9/43
Inventory:
SAIPAN INTERNATIONAL SCHOOL�ESL is an after-school program at this private school�One Instructor - Ms. Jennifer Welch�2x a week�$10.00 per day
LADERA INTERNATIONAL SCHOOLOF SAIPAN� After school: 3-5 and/or 7-9 pm� 15-20 current full time students� already had 3 after school groups so far with 40-50
students per group� boarding option is $25.00/student/day for room and board� Tuition: (waiting on pricing info from Dr. Brown-
headmaster)�
80 rooms available for boarding
What does the ESL environmentIn the CNMI look like?
5/8/2018 ESL Presentation 29March - slidepdf.com
http://slidepdf.com/reader/full/esl-presentation-29march 10/43
EUCON INTERNATIONAL COLLEGE AND SCHOOLOF SAIPAN� Classes: reading/writing/conversational English� 50-minute classes for local students weak in English� ESL 4 weeks: $395.00 classesONLY 8am-230pm daily�
10 or 12 current students� Region-based school
What does the ESL environmentin the CNMI look like?
Inventory:
5/8/2018 ESL Presentation 29March - slidepdf.com
http://slidepdf.com/reader/full/esl-presentation-29march 11/43
� ESL presents a big opportunity, as seen by thedemand and outbound numbers by 4 of our keymarkets.
� However, in the CNMI, ESL is still just a small partof tourism in its infancy.
� The marginal success of just a few schools is asign that this industry could use more help by thegovernment to grow.
� The CNMI can learn from other places where thisindustry is done very successfully, such as thePhilippines.
What does the ESL environmentin the CNMI look like?
Key observations:
5/8/2018 ESL Presentation 29March - slidepdf.com
http://slidepdf.com/reader/full/esl-presentation-29march 12/43
5/8/2018 ESL Presentation 29March - slidepdf.com
http://slidepdf.com/reader/full/esl-presentation-29march 13/43
The Philippines is the 5th topdestination for Korean travelers.
Korean Top Destinations
5/8/2018 ESL Presentation 29March - slidepdf.com
http://slidepdf.com/reader/full/esl-presentation-29march 14/43
There was growth across most inbound tourism markets of the Philippines over the past 3 years with marked increase in Korean arrivals. High US arrivals can bemainly attributed to Filipinos returning home from abroad, thus it isnt a true
inbound tourist market.
Korean Inbound Travel to the Philippines
5/8/2018 ESL Presentation 29March - slidepdf.com
http://slidepdf.com/reader/full/esl-presentation-29march 15/43
Since 1993, Korean arrivals have been on a constant increase, except for 1998 as a result of the Asian Financial Crisis.
Korean Inbound Travel to the Philippines
5/8/2018 ESL Presentation 29March - slidepdf.com
http://slidepdf.com/reader/full/esl-presentation-29march 16/43
�
Central Philippines has been labeled as a Super R
egion With 51 flights per week and an average seat capacity of 11,045,Central Philippines is the hub of all its tourism activities
Air Service into Central Philippines
5/8/2018 ESL Presentation 29March - slidepdf.com
http://slidepdf.com/reader/full/esl-presentation-29march 17/43
�
The Philippines hosts the largest community of Korean residentsin the entire Southeast Asia
� According to the Dept. of Tourism, there are conservatively130,000 Koreans living in the Philippines for business, retirementand education. This excludes visitors on honeymoon, and leisuresports like golf and scuba diving.
Koreans in the Philippines
5/8/2018 ESL Presentation 29March - slidepdf.com
http://slidepdf.com/reader/full/esl-presentation-29march 18/43
� There are over 1,500 established ESL Centers in the Philippines.
� While the Philippines ESL Tour Program is basically a promotions program developed bythe Dept. of Tourism, the ESL industry in itself developed earlier and is much broader,encompassing stand-alone ESL Centers, non-DOT affiliated schools, independent/freelance
English language tutorials by groups and individuals, organized online ESL classes, andindependent/freelance online ESL classes
� To save on expense for infrastructure, the general trend in Philippine provinces is to buy or lease old buildings, or make use of 3-star hotels as classrooms and dormitories for students.
� The DOTs ESL Program so far has around 30 participating schools, but it is this approach
that would be most suitable in the CNMI.
ESL in the Philippines
5/8/2018 ESL Presentation 29March - slidepdf.com
http://slidepdf.com/reader/full/esl-presentation-29march 19/43
Student Entry to the Philippines
Requirements for Foreign Students
CNMI:There are two kinds of permits for foreign students who desire to study in theCNMI.
1. Permit for Students From an Excluded Country (based on Federal ImmigrationRequirements Nationals of China and Taiwan are required to secure a Visitor Entry Permit to travel to the CNMI
2. Permit for Students From a Non-Excluded Country - Nationals of Australia, Canada, HongKong, Ireland, Japan, Korea (Rep) and the UK are exempt from Visitor Entry Permits intothe CNMI, although this may be counteracted by individual circumstances. They may alsobe sponsored by a parent or guardian. Students from Excluded Countries are required to
submit a $20,000 bond.
Philippines:Only one kind Special Study Permit for all foreign tourists who wish to enroll in a non-degree course for less than one (1) year (which includes English courses). No bonds arerequired.
5/8/2018 ESL Presentation 29March - slidepdf.com
http://slidepdf.com/reader/full/esl-presentation-29march 20/43
Requirements for Foreign Students
Student Entry to the Philippines
5/8/2018 ESL Presentation 29March - slidepdf.com
http://slidepdf.com/reader/full/esl-presentation-29march 21/43
The Department of Tourisms Philippines ESL Tour Program is a tourist activity
designed to make the study of English as a second language part of a
structured tour package.
The Philippines ESL Tour Program
5/8/2018 ESL Presentation 29March - slidepdf.com
http://slidepdf.com/reader/full/esl-presentation-29march 22/43
Memorandum of Agreement and itsImplementing Rules and Regulations By 2005, an MOA with corresponding Implementing Rules and Regulations for DOTs ESL
Program was promulgated by three government agencies: Department of Foreign Affairs
Bureau of Immigration Technical Education and SkillsDevelopment Authority (TESDA)
The main purpose of this MOA and corresponding IRR is to ensure that: Provide a policy framework to provide better access for students to enter Position ESL as a tourism program Designate ESL as vocational /technical education, thus separating it from formal
education
The Philippines ESL Tour Program
5/8/2018 ESL Presentation 29March - slidepdf.com
http://slidepdf.com/reader/full/esl-presentation-29march 23/43
Objectives of the Program To make the Philippines the top destination in Asia for learning English as a second
language (ESL)
To develop tours combining English language courses with holiday / vacation activities
To enrich visitors experience by providing opportunities for cultural immersion, thereby,
enhancing appreciation & understanding of Philippine culture To increase visitor arrivals by tapping the ESL market especially from Japan, Korea, China &
Taiwan, thereby contributing to the countrys tourist receipts
To provide a venue for learning institutions to participate and foster a highly competitiveEnglish language program for the target markets
The Philippines ESL Tour Program
5/8/2018 ESL Presentation 29March - slidepdf.com
http://slidepdf.com/reader/full/esl-presentation-29march 24/43
Country 1 2 Weeks 4 Weeks
CANADA
(Malaspina International
High School, Vancouver
Island)
U$820
inclusions : tuition, homestay, supplies, 1
field trip (2 weeks)
U$1,410
UNITED KINGDOM
(Live and Learn English)
U$2,037
inclusions: accommodation, meals, 15 hrs./wk English lesson, use of TV/video, 1 full
day trip, opportunity for at least 2 evening
outings per week, airport transfers (2
weeks)
U$2,963
PHILIPPINES
(Clark Polytechnic)
US$455
Inclusions: Holiday Inn (Standard/Twin
Sharing), Transportation, Meals, Entrance
Fees, Toll Fees, Tour Guide Fee, English
Lessons (1 week)
US$522
Inclusions: Accommodation,
Transportation, Meals, Entrance
Fees, Toll Fees, Tour Guide Fee,
English Lessons
Sample rates from 3 main countries providing ESL programs to Koreans
The Philippines ESL Tour Program
5/8/2018 ESL Presentation 29March - slidepdf.com
http://slidepdf.com/reader/full/esl-presentation-29march 25/43
Rates: EVOKE English Proficiency System A DOT-Accredited Group
The Philippines ESL Tour Program
5/8/2018 ESL Presentation 29March - slidepdf.com
http://slidepdf.com/reader/full/esl-presentation-29march 26/43
Rates: ParadiseEnglish in Boracay This is an independent ESL Center
Weekly Tuition Fees for 2006 - www.ParadiseEnglish.com
The Philippines ESL Tour Program
5/8/2018 ESL Presentation 29March - slidepdf.com
http://slidepdf.com/reader/full/esl-presentation-29march 27/43
Rates: ParadiseEnglish in Boracay This is an independent ESL Center
Monthly Tuition fees for 2007 - www.ParadiseEnglish.com
The Philippines ESL Tour Program
5/8/2018 ESL Presentation 29March - slidepdf.com
http://slidepdf.com/reader/full/esl-presentation-29march 28/43
TARGET MARKET POTENTIAL� Korea
± High school & college students
± Professionals
�
China ± High school & college students
± Professionals
� Japan
± MEXT (Ministry of Education, Culture, Sports, Sciences and Technology) 5-year
strategic plan (2003-2008) - Cultivating Japanese with English Abilities� 10,000 high school students / year
� University students & teachers Professionals
The Philippines ESL Tour Program
5/8/2018 ESL Presentation 29March - slidepdf.com
http://slidepdf.com/reader/full/esl-presentation-29march 29/43
COMPONENTS
A. Tour Design/Program
The Philippines ESL Tour Program
5/8/2018 ESL Presentation 29March - slidepdf.com
http://slidepdf.com/reader/full/esl-presentation-29march 30/43
COMPONENTSB. Duration
� 1 week 6 months
C. English Course Content:
� Basic English Communications Skills� Advanced English Course
� Business English
� Other English Programs
The Philippines ESL Tour Program
5/8/2018 ESL Presentation 29March - slidepdf.com
http://slidepdf.com/reader/full/esl-presentation-29march 31/43
Components
D. Tour Price Inclusions
� Inland Transportation
� Accommodation
�
Meals� English course (including materials,
facilitator / instructor, lectures, etc.)
� At least one (1) excursion or tour activity
� Cultural activity
The Philippines ESLTour Program
5/8/2018 ESL Presentation 29March - slidepdf.com
http://slidepdf.com/reader/full/esl-presentation-29march 32/43
� American Language Training
Academy (ALTA) Korea Website(www.altakorea.co.kr )
� American Language TrainingAcademy (ALTA) Facility in Cebu
Websites are the main
Distribution Channels for ESL Centers
The Philippines ESL Tour Program
5/8/2018 ESL Presentation 29March - slidepdf.com
http://slidepdf.com/reader/full/esl-presentation-29march 33/43
Paradise English - Boracay English Language Institute (http://complimentaryenglish.com/boracay.htm)
The Philippines ESL Tour Program
5/8/2018 ESL Presentation 29March - slidepdf.com
http://slidepdf.com/reader/full/esl-presentation-29march 34/43
� CGAcademy Cebu (www.comeglish.com)
� LIFECebu Language Institution for English (www.lifecebu.com)
The Philippines ESL Tour Program
5/8/2018 ESL Presentation 29March - slidepdf.com
http://slidepdf.com/reader/full/esl-presentation-29march 35/43
� English School Friends Cebu (www.friendscebu.com)
� MTM Cebu Languages Institute, Inc. (www.mtmcebu.com)
The Philippines ESL Tour Program
5/8/2018 ESL Presentation 29March - slidepdf.com
http://slidepdf.com/reader/full/esl-presentation-29march 36/43
� University of Cebu ESL Center (www.ucesl.com)
� PhilEnglish, Inc. (www.philenglish.com)
The Philippines ESL Tour Program
5/8/2018 ESL Presentation 29March - slidepdf.com
http://slidepdf.com/reader/full/esl-presentation-29march 37/43
Philippines Korea Relationship
5/8/2018 ESL Presentation 29March - slidepdf.com
http://slidepdf.com/reader/full/esl-presentation-29march 38/43
Wh C h CNMI
5/8/2018 ESL Presentation 29March - slidepdf.com
http://slidepdf.com/reader/full/esl-presentation-29march 39/43
Strategic Direction 1: Organize1. Establish an ESL Technical Working Group to be lead by MVAs Ad Hoc Committee on
Niche Marketing or the Strategic Economic Development Council.� The ESL TWG can be composed of a representative from the Attorney Generals
Office (Division of Immigration), representatives of existing ESL providers,representatives from the Public School System, Saipan Chamber of Commerce, andthe NMC leadership.
What Can the CNMI
Do to Develop this Niche
1. The Memorandum of Agreement will underscore,among others:� The value of Foreign students in the CNMI� The unique opportunity of establishing the
groundwork for a strong ESL industry� The collaboration of the member agencies in
ensuring fast, efficient and smooth entry offoreign students for ESL learning
� Other provisions that may contribute to thegrowth of the industry and wellbeing of theforeign students that choose to study ESL in the
CNMI.
Strategic Direction 1: Develop an MOA
Wh t C th CNMI
5/8/2018 ESL Presentation 29March - slidepdf.com
http://slidepdf.com/reader/full/esl-presentation-29march 40/43
Strategic Direction 3: Develop a new type of Student Permit1. Develop a new type of student permit that positions ESL learning as a shorter-term
vocational course and not as a part of formal education� Consider lengthening the allowable period of stay from 1 month 1 year and below� Consider the removal of any bond for ESL students
What Can the CNMI
Do to Develop this Niche
1. Working with existing providers, the PSS and even ESL consultants, the TWG shoulddevelop a set of standards for ESL curriculum. This will ensure:� Quality education at par with the best ESL providers around the world
2. Grow the ESL faculty by advertising for Natural-Speaking ESL teachers from mainland US,and Canada
Strategic Direction 4: Develop Standards for ESL teaching
1. Create a CNMI ESL portal linking all CNMI providers, CNMI tourismwebsites in English, Korean, Chinese and Japanese. These shouldthen be linked to all MVA offices in target markets. Provide traveland study rates and other information and value added services.�
Provide expertise to schools that need help in website design
Strategic Direction 5: Develop an Effective DistributionChannel
Wh t C th CNMI
5/8/2018 ESL Presentation 29March - slidepdf.com
http://slidepdf.com/reader/full/esl-presentation-29march 41/43
What Can the CNMI
Do to Develop this Niche
1. Combine classroom education with a variety of on-the-road or at-sea activities that willprovide real-world exposure to students - includes sightseeing, cultural immersions, golf,sports, diving, etc
2. Additional components to the ESL program could include bus tours, camping, and a briefhome stay (requires strict screening)
3. Tie up with recognized travel and tour agents, hotels and airlines to target foreign schools
Strategic Direction 6: Develop an ESL Tour Program
1. Develop a complete and multi-lingual set of brochures promoting ESLand circulate throughout the tourism network of MVA
2. Promote the value of Learning English in a island-run Learn EnglishCampaign support school activities (English Depts.) that strengthenlanguage mastery spelling, orations, debates, other contests
3. Develop a parallel program for Chinese, Japanese and Korean courseson-island for locals and employees and staff of tourismrelatedbusinesses. This will help bridge the language gap between touristsand residents and will help promote better cultural interactions.
� Could also be positioned as part as over-all cultural outreach tie
ups with cultural offices, schools consulates
Strategic Direction 7: Marketing and Promotions
Wh t C th CNMI
5/8/2018 ESL Presentation 29March - slidepdf.com
http://slidepdf.com/reader/full/esl-presentation-29march 42/43
Eugene Kim, a well known Korean actress, was
commissioned by the Philippine DOT to serve as a
spokesperson for ESL
What Can the CNMI
Do to Develop this Niche
4. Work on gaining more exposure in internationalESL sites, blogs, discussion groups, forums.
5. Actively participate in travel and tour shows andexhibits in key markets and promote ESL as aunique and special niche opportunity available inthe CNMI.
6. Seek celebrity ESL goodwill ambassadors from thetarget countries to act as representatives for theCNMI.
Strategic Direction 7: Marketing and Promotions/cont