Promoting U.S. Education

Overseas:

Government Resources

ICEF - Miami

December 7, 2015

• Education/training is the 7th largest U.S. services export,

bringing in over $30 billion in annual revenues

• International student enrollment – increased 10% to

record high of 974,926 students in U.S. in 2014/2015

• Large increases from: Brazil 78% & India 29%

• Top state destinations:

California, New York, Texas, Massachusetts, Illinois

• Top places of origin:

China + India + S. Korea = 50%+ of all international students

• Multiplier Benefits over Time: Each student generates

many trips to the U.S. (visits, returns, referrals)

Sources: Institute of International Education & U.S. Department of Commerce

Economic Impact

Promoting U.S. Higher Education

Make the most of government resources– U.S. Commercial Service

U.S. Department of Commerce

Export Assistance Centers

– U.S. Department of State

Bureau of Educational & Cultural Affairs

- State Offices of Trade, Education, and Tourism

Identify overseas partners– U.S. Commercial Service – International Offices

– EducationUSA Advising Centers

– State Trade/Tourism Offices Overseas

U.S. Commercial Service

Mission:•Promotion of exports of U.S. goods and services.

(Education is United States’ 7th largest services export)

•Protection of United States business interests abroad.

Primary Clients:•U.S. educational institutions, small & medium size companies

U.S. Commercial Service

Domestic Field Offices International Field Offices

Network:Int’l offices in over 75 countries

~1,200 trade professionals

Over 100 offices in the U.S.

~300 trade professionals

DC HQ- analysts/special projects

Services for U.S. Educational Institutions:

• Market Research

• Webinar Briefings

• Finding Overseas Contacts

• Education Missions & Fairs

• International Education Consortia

U.S. Commercial Service

Market Research

Education & Training Reports Key information on education trends, recruitment opportunities, and

institutional linkages

Examples of Market Research Reports

• Korea: Education Sector Analysis – March 2015

• Colombia: Market for U.S. Education – Sept 2014

• Russia: Education Sector Report – April 2014

• Kazakhstan: Market for U.S. Education – Sept 2014

• Brazil: Partnership Opps in NE Brazil– Nov 2014

• Mexico: Education & Training Services - Sept ’14

U.S. Commercial Service

Webinar Briefings (most joint with EducationUSA/Consular)

Examples

• Czech Rep, Poland, & Hungary Student Recruitmt – Dec ’15

• Ghana, S. Africa, & Cote d’Ivoire Recruiting – Oct 2015

• Brazil & Mexico Student Recruitment – March 2015

• Kazakhstan: International Student Recruitment – Jan 2015

• Central America: Int’l Student Recruitment – Nov 18, 2014

U.S. Commercial Service

Finding Overseas Contacts•Gold Key Matching Service

prescreened appointments in-country with

counselors, high schools, agents, other partners

• International Partner Search

customized list of potential partners, i.e.high

schools, universities, multi-nationals, & agents

• Virtual Education Fairs with Agents

promote your school to top student recruitment

agents in a target market

• Trade Leads

requests for U.S. partners/education providers

U.S. Commercial Service

U.S. Commercial Service

WEBEXCS

Indonesia

projector/screen

Part

ners

Distribute to Partners in Advance: School DVDs/Profiles/Other Materials

U.S. Clients - Community Colleges, English Programs, 4-year Colleges & Universities, Private High Schools

1st School

Presenter

(10 min.)

2nd School

Presenter

(10 min.)

4th School

Presenter

(10 min.)

3rd School

Presenter

(10 min.)

5th School

Presenter

(10 min.)

CS

Moderator

Virtual Education Fairs

•35+ virtual education fairs held

•Offered to individual schools or consortia

Agents Looking to Connect with

U.S. Education Institutions

• Contact the local U.S. Commercial Service Education

Specialist in the nearest U.S. Embassy or U.S. Consulate

in country of business.

• Contact information can be found on export.gov by

country. For example, export.gov/India or

export.gov/China .

Promotional/Marketing Events - Examples

• Education Missions

Panama, Honduras (Guatemala optional) – May 2016

South Africa, Ghana (Cote d’Ivoire optional) – March 2016

Spain, Portugal, England (France-optional)– Sept 2015

Central America – El Salvador, Honduras – March 2015

Philippines & Malaysia – October 2013

Poland & the Czech Republic; Brazil - 2012

India; Vietnam & Indonesia – 2011

• Individual Counseling– Meetings at NAFSA & in U.S. offices with visiting Int’l Education

Specialists

U.S. Commercial Service

Promotional/Marketing Events - Examples

• Fairs Organized Jointly by CS & DOSKazakhstan – Sept 2014, April 2014 & April 2015

Central Europe – Poland, Hungary, & Czech Rep., Spring ‘13,’14, ‘16

Kazakhstan – American Dream Education & Travel Expo - Oct ’13

• Fairs Assisted by Commercial Service (CS)EducationUSA Fairs – Germany – April 2015

Linden Boarding Schools – Kazakhstan – April 2015

IIE, ISN and Linden (Boarding Schools) Fairs worldwide

ICEF, AIRC

Thailand – OCSC Thai government fair – Oct/Nov- many years

U.S. Commercial Service

International Education Consortia

• Pooling resources for international marketing

• Raising the profile of the state as a study destination

and provider of quality education and training

• Increased access to government funds

Examples:

Study Illinois www.studyillinois.org

Study Iowa www.studyiowa.org

Study Missouri www.studymissouri.net

Study Oregon www.studyoregon.org

Study Washington www.studywashington.org

Study Wisconsin www.studywisconsin.org

U.S. Commercial Service

Study Illinois Activities

• Transfer Fairs – for int’l students at 2-year schools

• Campus Visits for Overseas Education Advisers

• NAFSA Luncheon or EdUSA Forum Receptionannually since 2004

• National NAFSA – Study Illinois booth – 2014, 2015

• Joint Advertising (complimentary)Student Recruitment Media, Hobsons, Study in the USA

• ICEF Booth – 2015 first year!

Note: For most consortia, at least half of the members do NOT use agents, so

it is difficult to plan collective activities focused on agents.

International Education Consortia

State Government Assistance

•State International Trade Offices– Most states have an office that promotes exports from that state and many have trade offices in selected countries

overseas.

•State Tourism Offices– If you are involved in a consortium that is promoting the state as a study destination, state tourism offices can make great partners.

•State Education Agencies– Some state education agencies, such as W. Virginia Higher Education Policy Commission & the Missouri Dept. of Higher Education, are also involved with international promotions.

State of Illinois Support for International

Education

• State of Illinois has ten offices worldwide, located in:

» Brussels

» Hong Kong

» Tokyo

» Shanghai

» New Delhi

» Toronto

» Mexico City

» Jerusalem

» Johannesburg

» Sao Paulo

• State of Illinois has led three Education Trade Missions to China in March 2013 and March & November 2014.

Contact Information

U.S. Department of Commerce Sandra Campbell

Director / Senior International Trade Specialist

Tampa Bay, Florida

727-893-3738

Sandra.Campbell@trade.gov

Debra H. Rogers

Senior International Trade Specialist

Chicago, Illinois

312-353-6988

Debra.Rogers@trade.gov

Moh Chikh-Ali

Commercial Officer

Miami, Florida

305-526-7425 x29

mohmoud.chikh-ali@trade.gov