October 18, 2012
CAIS BOARDING IN CANADA 2012
Agenda
2:30 -
Introductions and overview
2:50 -
Marketing update and boarding video
presentation
3:10 -
Updates
3:30 -
Project to Program?
Our History
“In order to be effective,
strategy should involve
intuitive glimpses
of possibility”
- Henry Mitzberg
CAIS BOARDING IN CANADA 2012
Our Vision
Why Canada?
Why Boarding?
How do you measure short-term
and long-term success?
Collaborative eMarketing for
Boarding Schools
A rising tide lifts all ships
October 24, 2009
CAIS BOARDING IN CANADA 2012
Boarding Total Enrolment Comparison
5000
4814

4664
-507 students
students

4404
4307

4224
4154



2007/200
8
2008/200
9
2009/2010
2010/201
1
2011/201
2
2012/2013
CAIS BOARDING IN CANADA 2012
Guiding Principles
Collaboration
Engagement
Respect
Diversity
Transparency
Entrepreneurialism
Responsibility
Creativity
Sustainability
(Research)
CAIS BOARDING 2012
BUSTING THE MYTHS ABOUT
BOARDING
CAIS BOARDING IN CANADA 2012
Boarding Total Enrolment Comparison
Region
2010/2011
2011/2012
2012/2013
WEST
1646
1669
1695
CENTRAL
1917
1966
2022
EAST
591
589
590
TOTAL
4154
4224
4307
• Increase of 83 boarders (28 schools)
• Increase of 127 boarders, (26 CBP schools)
• Of our 26 schools
• 7 decreased enrolment
• 5 maintained
• 14 increased
CAIS BOARDING IN CANADA 2012
Boarding Total Enrolment Comparison
Year
Total Canadian Boarding
Students in Canada
Total International
Students in Canada
2011/2012
2175
2037
2012/2013
1992
2315
# Change
-183
+278
•
Canadian boarding student enrolments
have decreased by 8%.
•
International students now make up 53.7%
of our boarding enrolment (an increase
by 14%)
CAIS BOARDING IN CANADA 2012
Canadian Enrolment
Region
International Enrolment
2012/2013
Region
2012/2013
WEST
991 (58%)
WEST
704 (42%)
CENTRAL
743 (37%)
CENTRAL
1279 (63%)
EAST
258 (44%)
EAST
332 (56%)
TOTAL
1992 (46%)
TOTAL
2315 (54%)
CAIS BOARDING IN CANADA 2012
International Enrolment: Breakdown
Country
# of Boarding Students Studying
in Canada
% of International Enrolment
China
560
24.19%
Mexico
298
12.8%
Hong Kong
182
7.8%
Germany
127
5.4%
United States of America
127
5.4%
Korea, South
105
4.5%
Taiwan
86
3.7%
Russia
56
2.4%
Japan
55
2.3%
Saudi Arabia
44
1.9%
• 10 countries make up 80% of CAIS boarding schools’ international
boarding student enrolment.
CAIS BOARDING IN CANADA 2012
New Boarding Students
Region
Total New Boarding Students Total New Boarding Students
2012/2013
2012/2013 Recruited by fee
paid agents
WEST
691
139 (20%)
CENTRAL
827
296 (35%)
EAST
294
56 (19%)
CANADA
1812
491 (27%)
• Increasing use of fee paid agents by 3.5% from
2011/2012 to 2012/2013.
• New boarding students in 2012/2013 comprise 42% of
total boarding enrolment.
CAIS BOARDING IN CANADA 2012
Total Monies Paid to Agents 2012/2013
Region
Dollar amount paid to
agents
Average per student
WEST
$706, 720
$5,084
CENTRAL
$1,305,779
$4,411
EAST
$392, 230
$7,004
CANADA
$2,404,730
$4,898
•
In 2012/2013, CAIS Boarding Schools recruited 491
•
The lowest commission feed paid to an agent for
2012/2013 per one student ranged from $500 to $10,000.
students through international education agents.
CAIS BOARDING IN CANADA 2012
Financial Assistance 2012/2013
Region
$ of Financial Assistance
Average Award per
Student
WEST
$3,437,220
$2,029.06
CENTRAL
$9,162,183
$3,203,19
EAST
$4,485,015
$7,601,72
CANADA
$14,296,580
$3,345,01
•
78.4% of Financial assistance awarded by CAIS Boarding Schools per
year is allocated to Canadian boarding school students.
•
2.8% of Canadian ex-pat families receive financial assistance.
•
17 CAIS Boarding schools offer Financial Assistance to international
students, which accounts for a total of 18.6% of FA available to
boarders in 2012/2013.
CAIS BOARDING IN CANADA 2012
Updates
•Marketing
•Recruiting
•Partnerships and Research
•Social Media
CAIS BOARDING IN CANADA 2012
Recruitment
•
CAIS present in seven countries in 2012/2013
•
•
•
•
Two traditional market fairs (Bermuda and Mexico City)
Three emerging market fairs (Turkey, Vietnam and Kazakhstan).
CAIS will visit three emerging markets on behalf of CAIS Boarding
Schools: Nigeria, Russia and Turkey.
All but one CAIS boarding school participated in a CAIS recruitment
event this year.
CAIS BOARDING IN CANADA 2012
Agents
•3349 agents in our CAIS database. Of this group, 75 have been
approved by our CAIS Agent List
•In 2011/2012, CAIS received 76 individual inquiries from agents
about boarding schools in Canada.
•37 "general inquiries.” Of these, 131 school connections made
•39 inquiries were "specific.” Of these, 81 connections were
made
•CAIS Fam Tour is on now!
CAIS BOARDING IN CANADA 2012
Partnerships
• NEMR Roundtable Meeting
• Imagine Canada
• TABS
CAIS BOARDING IN CANADA 2012
Research
•Boarding Parent Study - April 2012
•Australian Research Invitation - Brad Papworth
•Enrolment Report – November 2012
CAIS BOARDING IN CANADA 2012
Social Media Update
CAIS BOARDING IN CANADA 2012
Social Media - Twitter
CAIS BOARDING IN CANADA 2012
Social Media - Facebook
CAIS BOARDING IN CANADA 2012
Social Media - YouTube
CAIS BOARDING IN CANADA 2012
Boardingschools.ca
CAIS BOARDING IN CANADA 2012
Project to Program?
•
•
Membership Fee
Chronology
Discussion
CAIS BOARDING IN CANADA 2012
October 2009
•In response to a 10% two year drop in CAIS boarding
enrolment, the CBP was launched as a two year pilot.
•Cost $5000/school/year.
•The CAIS board agreed to support the CBP with the
understanding that:
- The vast majority of schools would participate
- The CBP would be national in scope
CAIS BOARDING IN CANADA 2012
September 2011
•CBP moved from two year pilot to two year project.
•A two tiered funding model was introduced. Basic fee:
$4500, Premium fee: the equivalent of each individual
school’s one boarding fee
•Fee range from $ 4,500 to $ 49,265.
•Of the 26, 18 premium members, 8 basic
CAIS BOARDING IN CANADA 2012
September 2012
•CBP shifted to a single tier “progressive” fee
model, based on the size of each school’s
boarding enrolment.
•Fee range from $ 5,250 to $ 37,344,
producing $ 614,687 annual revenue.
CAIS BOARDING IN CANADA 2012
September 2013
•CBP “progressive” fee model proposed again.
•Assuming there remains a collective enthusiasm
to continue the project, a key question emerges:
How important is the long term sustainability
of the CBP for CAIS and its member boarding
schools?
CAIS BOARDING IN CANADA 2012
Status Quo (membership optional)
Pro
•
•
Schools maintain autonomy with their
participation
CBP may be more accountable to
membership to demonstrate value
CAIS BOARDING IN CANADA 2012
Status Quo (membership optional)
Con
•
•
Lack of certainty for planning
Compromise of goodwill amongst membership. Non
participating schools derive benefit in spite of sanctions
(removal from CBP website, no data, no recruitment or agent
promotion)
CAIS BOARDING IN CANADA 2012
Con
•
•
Sustainability may be compromised by prospect of:
•
•
•
•
Less schools participating
Less funding to deliver mandate
Higher costs borne by less participants
The project no longer compromises sufficient majority of CAIS
boarding schools with a truly national scope
Quantity and Quality of CAIS boarding school students may be
compromised by prospect of less funding available.
CAIS BOARDING IN CANADA 2012
Project to Program (membership compulsory for all CAIS
boarding schools)
Pro
•
•
•
Highly sustainable (planning more secure, revenue dependable, a
longer term view and commitment)
CAIS brand, reputation, quality of students enhanced for all CAIS
boarding schools
Goodwill enhanced amongst supportive members of the project. No
longer would non fee paying CAIS members schools benefit.
CAIS BOARDING IN CANADA 2012
Project to Program (membership compulsory for all CAIS
boarding schools)
Con
•
•
•
•
Loss of autonomy with participation
CBP may become less accountable to membership to demonstrate
value
Goodwill compromised amongst less supportive members of the project
Potential loss of CAIS school membership (All CAIS boarding schools
would pay fee to remain in CAIS)
CAIS BOARDING IN CANADA 2012
Discussion.