The Consortium for International Education Marketing Jennifer Humphries Synergy Conference Mississauga October 6 2011 What is CCIEM Members of the Canadian Consortium for International Education Marketing ID: 192176
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Slide1
Brand Canada:The Consortium for International Education Marketing
Jennifer Humphries
Synergy Conference
Mississauga, October 6, 2011Slide2
What is CCIEM
Members of the
Canadian Consortium for International Education MarketingSlide3
About the ConsortiumEstablished 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 levelSlide4
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 marketingSlide5
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 effortsSlide6
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 invitedSlide7
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 missionsSlide8
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 researchSlide9
Action 3: Communication and Cohesion
Mapping of events to leverage our collective presence across the globe
Sharing success stories, best practices and newsSlide10
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 languagesSlide11
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 ProgramSlide12
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 sectorsSlide13
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 PanelSlide14
Consortium Contacts
Jennifer Humphries, CBIE
jhumphries@cbie.ca
– www.cbie.ca
Paul Brennan, ACCC
pbrennan@accc.ca
– www.accc.ca
Gail Bowkett, AUCC
gbowkett@aucc.ca
– www.aucc.ca
Geoff Best, CAPS-I
geoff.best@ocdsb.ca
– www.caps-i.ca
Gonzalo Peralta, Languages
Canada
gperalta@languagescanada.ca
–
www.languagescanada.ca